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Week 3: Web 2.0
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Week 3: Web 2.0

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These slides accompany a course being presented at the London College of Communication

These slides accompany a course being presented at the London College of Communication

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Week 3: Web 2.0 Week 3: Web 2.0 Presentation Transcript

  • Unit 1.2 New Media & Technology Unit Leader: Tom Allen
  • Week 3 Web 2.0: Online community and persona
  • Last week
    • Intro to the web
    • Mark Deuze ‘advertising is dead’
    • nomorebadnews.org
  • What is Web 2.0?
    • Definition
      • Two-way communication
      • User generated content
  • How to use it for marcoms? Web behaviour Firm’s strategy Digital media mart Thought tracing People search the web for info & fun Firms use search terms to target user A market in search terms appears Ubiquitous connectivity People assume always-on computing Firms look at proximity & geolocation data Market in access to profiles and identity develops Social exchanges People build their identities on virtual communities Firms sponsor, co-opt or create their own communities A market in communities develops – exclusivity + functionality Cultural exchanges People participate in cultural exchanges Firms offer cultural products or present themselves as ‘more global’ ‘ Buzz markets’ become focus of competition
  • Web 1.0  Web 2.0 Marketing 1.0 Marketing 2.0 Comment Press releases Blog posts Makes the subject seem more personal Push content Pull content (like SEO+RSS) People are comfortable with the web and have gained power as a result Glossy publications Video/Podcasts/VCasts People engage with people more than magazines Firm’s content User generated content & feedback What would you rather read? Word of mouth recommendation Positive commentary on social media The elusive ‘tame blogger’ and ‘artificial social’
  • Why bother?
    • 44.5m users logged onto Twitter in June ’09
    • >350m users on Facebook
    • >684m visitors to Wikipedia last year
    • >2bn Google searches every day
    • 13 hrs of vid uploaded to YouTube each min
    • >346m people read blogs regularly
  • What’s your persona?
    • Transitory
    • Persistent
    • Role-specific
    • Self-expressive identification
      • Promotion due to associated status
  • Seminar
    • SWOT analysis of 1.0 to 2.0
    • Incentivising engagement
    • Targeting a campaign in real life