Social Media Steve Mulder Making Web 2.0 Real PART 1

Meet Pete Blackshaw, new hybrid car owner

The promise: 50 MPG The reality:

What is Web 2.0? Marketing buzzword

“ We are witnessing the Web’s second coming.” The New York Times “The Web has finally matured to the point where it can fulfill some of the outlandish promises that we heard in the ‘90s.” Newsweek

Anything new Anything cool Anything marketing wants to sell Anything someone wants Google or Yahoo to buy

“ When people say to me it’s a Web 2.0 application, I want to puke.” Venture Capitalist Guy Kawasaki

What is Web 2.0? Newish set of guiding philosophies Social Media Rich Interfaces New Digital Interactions Openness

What is Web 2.0? Newish set of guiding philosophies Social Media Rich Interfaces New Digital Interactions Openness

The spectrum of social media To what degree do you feel the presence of users? Site augmentation Site co-creation

To what degree do you feel the presence of users?

Site augmentation Site co-creation

Social media: Ratings and reviews

Ratings and reviews: Opportunities Products Content Topics Features People Places Companies Events Be aware of external ratings and reviews about you

Products

Content

Topics

Features

People

Places

Companies

Events

Be aware of external ratings and reviews about you

Social media: Tags

Tags: Opportunities Works better for unstructured content Articles Images, videos, audio Discussions People Works better for content whose use and classification are constantly evolving Requires users to invest time

Works better for unstructured content

Articles

Images, videos, audio

Discussions

People

Works better for content whose use and classification are constantly evolving

Requires users to invest time

Social media: Collaborative content

Collaborative content: Opportunities Better content through the wisdom of crowds Gallery of user submissions Content for helping users make the right selection Instructions and applications Related content (historical, anecdotal, web links) Help content

Better content through the wisdom of crowds

Gallery of user submissions

Content for helping users make the right selection

Instructions and applications

Related content (historical, anecdotal, web links)

Help content

Social media: Message boards

Social media: Blogs

Social media: Behavior-driven information architecture

Behavior-driven information architecture: Opportunities Surfacing content based on user actions Most viewed Most sold Most saved Most emailed Most discussed Highest rated/voted for Finding relationships Merchandising and cross-selling based on behavior Collaborative filtering

Surfacing content based on user actions

Most viewed

Most sold

Most saved

Most emailed

Most discussed

Highest rated/voted for

Finding relationships

Merchandising and cross-selling based on behavior

Collaborative filtering

Social media: Social networking

The culture of participation The participatory, social nature of the personal Web (blogs, podcasts, photo sharing, social networking) is expected more and more on the business Web Collective intelligence is becoming more credible and useful The work of the few impacts the many “ The likes of Google, Amazon, and Ebay take the intelligence of all their users – and put it in the interface.” Tim O’Reilly

The participatory, social nature of the personal Web (blogs, podcasts, photo sharing, social networking) is expected more and more on the business Web

Collective intelligence is becoming more credible and useful

The work of the few impacts the many

“ The likes of Google, Amazon, and Ebay take the intelligence of all their users – and put it in the interface.” Tim O’Reilly

Social media: The challenge of negative content

A little spin and a little truth “ Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate…. The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements…. Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.” Ed Peper, Chevrolet’s General Manager

“ Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate….

The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements….

Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.”

Ed Peper, Chevrolet’s General Manager

The leap of faith “ By losing that control over the brand experience, Chevy actually brought more people into it.… If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers. ” Charlene Li, Forrester Research

“ By losing that control over the brand experience, Chevy actually brought more people into it.…

If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers. ”

Charlene Li, Forrester Research

Myth #1 People contribute only when they’re negative Average customer rating for Bazaarvoice clients is 4.3 out of 5

Average customer rating for Bazaarvoice clients is 4.3 out of 5

Myth #2 Negative contributions scare away buyers "We're always surprised by how much negative reviews help drive sales." John Squire, VP of product strategy, Coremetrics Negative comments… make the site (and its products) more credible increase comfort in purchasing (weaknesses are now known)

"We're always surprised by how much negative reviews help drive sales." John Squire, VP of product strategy, Coremetrics

Negative comments…

make the site (and its products) more credible

increase comfort in purchasing (weaknesses are now known)

User contribution is happening Companies have two choices… Resist it and it will happen anyway elsewhere, outside of your influence Support it, participate, and you can influence it and leverage it for extending your brand 1 2

Companies have two choices…

Resist it and it will happen anyway elsewhere, outside of your influence

To what degree are you ready to let go?

Social media: Implications

We create platforms for experiences, not the experiences themselves

We create design containers for content we cannot entirely imagine

evolve and flexible are that systems create We

Which Web 2.0 opportunities are right for you? Social Media Rich Interfaces New Digital Interactions Ratings & reviews Tags Collaborative content Message boards Blogs Behavior-driven info architecture Social networking Instant feedback Faster processes More ways to interact Direct manipulation Differentiating experiences Widgets Browser extensions & toolbars Virtual worlds Mobile Television & gaming platforms Openness RSS feeds Open APIs New content uses Mashups