Web 2.0 Toby Ward, Prescient Digital Media

Agenda Latest tools and techniques Why “the conversation” matters Best practice examples What to measure How to measure

Latest tools and techniques

Why “the conversation” matters

Best practice examples

What to measure

How to measure

The wisdom of crowds

The power of ‘group’ Jellybeans in a jar: the average guess of all the guesses is almost always closer than the closest guess

Jellybeans in a jar: the average guess of all the guesses is almost always closer than the closest guess

Regis ‘gets it’ Who wants to be a millionaire: the crowd gets it right 91% of the time

Who wants to be a millionaire: the crowd gets it right 91% of the time

Google ‘gets it’ Utilizes page rankings to gather collective intelligence

Utilizes page rankings to gather collective intelligence

Social media / Web 2.0 Promote networks of relationships Transforms users into publishers Discuss, share & collaborate From one to many -> many to many

Promote networks of relationships

Transforms users into publishers

Discuss, share & collaborate

From one to many -> many to many

Web 2.0 (thanks to Shel Holtz) Conversation-enabled publishing platforms Blogs, podcasts, Technorati Social networks Facebook, LinkedIn, MySpace Social bookmarking Delic.io.us, Digg, StumbleUpon Democratized content networks Wikipedia, Yahoo! Groups, MyStarbucksIdea Presence networks (micro-blogging) Jaiku, Twitter, Pownce Content sharing sites YouTube, Flickr, ePinions.com Virtual networking platforms Second Life, There.com

Conversation-enabled publishing platforms

Blogs, podcasts, Technorati

Social networks

Facebook, LinkedIn, MySpace

Social bookmarking

Delic.io.us, Digg, StumbleUpon

Democratized content networks

Wikipedia, Yahoo! Groups, MyStarbucksIdea

Presence networks (micro-blogging)

Jaiku, Twitter, Pownce

Content sharing sites

YouTube, Flickr, ePinions.com

Virtual networking platforms

Second Life, There.com

Social media revolution 8 of the Top 10 most visited sites on the Internet Source: Alexa.com Yahoo! YouTube Windows Live Google Myspace Facebook MSN Hi5 Wikipedia Orkut

8 of the Top 10 most visited sites on the Internet

Source: Alexa.com

Yahoo!

YouTube

Windows Live

Google

Myspace

Facebook

MSN

Hi5

Wikipedia

Orkut

Web evolution Web 1.0 Web 2.0 DoubleClick--> Google AdSense Ofoto--> Flickr Napster--> BitTorrent Britannica Online--> Wikipedia personal websites--> blogging publishing--> participation CMS--> wikis directories--> tagging ("folksonomy") stickiness--> syndication

Web 1.0 Web 2.0

DoubleClick--> Google AdSense

Ofoto--> Flickr

Napster--> BitTorrent

Britannica Online--> Wikipedia

personal websites--> blogging

publishing--> participation

CMS--> wikis

directories--> tagging ("folksonomy")

stickiness--> syndication

Web 2.0 and CIOs Source: CIO Magazine

Brodeur/OmniComm Study 61% of reporters say blogs affect story tone 50% say blogs influence editorial copy Three-quarters get story ideas from blogs 20% spend at least an hour per day reading blogs

61% of reporters say blogs affect story tone

50% say blogs influence editorial copy

Three-quarters get story ideas from blogs

20% spend at least an hour per day reading blogs

Reputation = Money $$$$ Over 90% of analysts agree: If a company fails to look after its reputation it will ultimately suffer financially too . The most reliable information sources : company websites customer research Source: Hill & Knowlton, Return on Reputation

Over 90% of analysts agree:

If a company fails to look after its reputation it will ultimately suffer financially too .

The most reliable information sources :

company websites

customer research

Source: Hill & Knowlton, Return on Reputation

Failure to communicate The failure to provide appropriate information will lead to negative ratings: 90% saying that it is fairly likely/very likely/or certain to Source: Hill & Knowlton, Return on Reputation

The failure to provide appropriate information will lead to negative ratings:

90% saying that it is fairly likely/very likely/or certain to

Source: Hill & Knowlton, Return on Reputation

“ We don’t own the news any more.” -BBC

RedCross.org Blog postings mentioning “Red Cross” increased by 10 to 20 times after Katrina (source: Intelliseek Blogpulse) Visits Redcross.org jumped to more than 1 million visits – more than 32 times the average daily In a few days donations through the website topped $100 million

Blog postings mentioning “Red Cross” increased by 10 to 20 times after Katrina (source: Intelliseek Blogpulse)

Visits Redcross.org jumped to more than 1 million visits – more than 32 times the average daily

In a few days donations through the website topped $100 million

Blogging

Blogging for sales eHobbies.com saw conversion rate double from the normal 2% to 4% whenever site users visit one of its blogs Within 5 months of implementing a blog, 5% of eHobbies overall traffic comes from its blog After 5 months, 5% of all orders tracked to a blog-based coupon

eHobbies.com saw conversion rate double from the normal 2% to 4% whenever site users visit one of its blogs

Within 5 months of implementing a blog, 5% of eHobbies overall traffic comes from its blog

After 5 months, 5% of all orders tracked to a blog-based coupon

Intranet Blog In 400 days, from zero to 4,000 people per day Dramatically improved Google rankings Prescient is now #1 in the World for: “ intranet consultant” and “intranet consulting” More than 2,300 links Up to 12,000 page view per day Increased corporate consulting revenue by 40% Primary source for many Fortune 500 clients including HSBC, RBC and Nintendo

In 400 days, from zero to 4,000 people per day

Dramatically improved Google rankings

Prescient is now #1 in the World for:

“ intranet consultant” and “intranet consulting”

More than 2,300 links

Up to 12,000 page view per day

Increased corporate consulting revenue by 40%

Primary source for many Fortune 500 clients including HSBC, RBC and Nintendo

Blog Outreach

Flogging A fake blog used as sales tool Walmarting Across America Written by two Walmart “fans” Drove RV across US blogging about Walmarts Later revealed they were paid All cooked-up by Edelman PR http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm

A fake blog used as sales tool

Walmarting Across America

Written by two Walmart “fans”

Drove RV across US blogging about Walmarts

Later revealed they were paid

All cooked-up by Edelman PR

http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm

WalMart employees weigh-in “… have watched the company go from a family oriented environment to “who gives a crap make us more money environment.”

Customer service Source: Shel Holtz, www.Holtz.com

Source: Shel Holtz, www.Holtz.com

Podcasting Many TV and most radio programs now provide podcast versions Microsoft, GM and Volvo and many others

Many TV and most radio programs now provide podcast versions

Microsoft, GM and Volvo and many others

“Five Minutes with …” Podcast Reference Guide Call to action Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Accompanying reference guides Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Blogs engage employees Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Fun and Feedback Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Promoting employee dialogue Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Retail News Talk Special Guests: Rebecca Ott-Wadhawan Melissa Mickle Alpine Jennings Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City Today’s Hosts: Mark Crowley & Kelly Wills

Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City

Employee blogs - Sun

Employee blogs - Sun

Sun Blogging Policy Prohibits discussing "non-public" information: Financial data Programming code Personal information about other individuals “ Work-related legal proceedings or controversies" Blogging Guidelines: http://www.sun.com/aboutsun/media/blogs/BloggingGuidelines.pdf Blogging Policy: http://www.sun.com/aboutsun/media/blogs/policy.html

Prohibits discussing "non-public" information:

Financial data

Programming code

Personal information about other individuals

“ Work-related legal proceedings or controversies"

Intranet Vlog – Cisco CEO

Intranet TV

Wiki Wikis allow everyone to participate Wiki is stripped down CMS Any user can edit any other’s text

Wikis allow everyone to participate

Wiki is stripped down CMS

Any user can edit any other’s text

Wikipedia.org 9 million files, 75,000 active authors, 250 languages

9 million files, 75,000 active authors, 250 languages

Practical Wiki’s Not a CMS replacement Collaborate, debate, discuss, innovate

Not a CMS replacement

Collaborate, debate, discuss, innovate

Wiki-based intranet: Placemaking

Practice Area Communities (PAC)

Working Knowledge Hundreds of volunteer aggregators Working Knowledge created to solve information overload problems Problems: Information overload Information silos Intranet site proliferation No one source for information by specific topic Lack of roles based information delivery

Hundreds of volunteer aggregators

Working Knowledge created to solve information overload problems

Problems:

Information overload

Information silos

Intranet site proliferation

No one source for information by specific topic

Lack of roles based information delivery

IBM Working Knowledge Working Knowledge delivers personalized content based upon the employee’s profile and personal preferences

Working Knowledge delivers personalized content based upon the employee’s profile and personal preferences

Employees contributing news

Social Networking - Flickr Flickr sponsorship: Nikon is leveraging photo-sharing site Flickr Flickr ties Nikon branding and product information to user-generated images taken with Nikon cameras

Flickr sponsorship: Nikon is leveraging photo-sharing site Flickr

Flickr ties Nikon branding and product information to user-generated images taken with Nikon cameras

Flickr.com – Nikon Pool

Kryptonite locks (2004) A blogger described breaking an expensive Kryptonite bike lock Other bloggers wrote about it and news spread like wildfire Wired News wrote a story and confirmed the problem Kryptonite initially declined to comment Eight days later it recalled 380,000 locks “ As for sales, again, we don't discuss actual figures. However, yes, when we stopped selling tubular cylinder products that absolutely affected our sales for '04.” “ Companies absolutely need to keep track of the blogosphere."

A blogger described breaking an expensive Kryptonite bike lock

Other bloggers wrote about it and news spread like wildfire

Wired News wrote a story and confirmed the problem

Kryptonite initially declined to comment

Eight days later it recalled 380,000 locks

“ As for sales, again, we don't discuss actual figures. However, yes, when we stopped selling tubular cylinder products that absolutely affected our sales for '04.”

“ Companies absolutely need to keep track of the blogosphere."

Community websites: Flickr

MySpace 87% of 12 to 17 year olds use the Internet 107 million members Fifteen- to eighteen-year-olds: Average spend nearly 6 1/2 hours a day watching TV, playing video games, and surfing the Net A quarter of that time, they're multitasking. The biggest increase: computer use soared nearly threefold since 2000, to 1 hour and 22 minutes a day on average (Kaiser Family Foundation survey). Traffic rank: 6 th most visited website

87% of 12 to 17 year olds use the Internet

107 million members

Fifteen- to eighteen-year-olds:

Average spend nearly 6 1/2 hours a day watching TV, playing video games, and surfing the Net

A quarter of that time, they're multitasking.

The biggest increase: computer use soared nearly threefold since 2000, to 1 hour and 22 minutes a day on average (Kaiser Family Foundation survey).

Traffic rank: 6 th most visited website

Adidas MySpace

Adidas MySpace MySpace marketing: Adidas has created a presence for soccer fans on MySpace that features photos of players, blogs, and videos of Adidas ads. Links back to Adidas’ site feature prize drawings, a video competition, and other game-, product-, and brand-related content. The Adidas MySpace page added over 25,000 “friends” in a single day.

MySpace marketing: Adidas has created a presence for soccer fans on MySpace that features photos of players, blogs, and videos of Adidas ads.

Links back to Adidas’ site feature prize drawings, a video competition, and other game-, product-, and brand-related content.

The Adidas MySpace page added over 25,000 “friends” in a single day.

Facebook Facebook quick Facts: Active users: 70 million Monthly new user average: 4 million Daily new user average: 200,000 Page views: Over 15 billion per month Searches: Over 500 million per month Largest networks: London , UK 1,632,273 and Toronto , Canada 933,960 Traffic rank: 7 th most visited website Photos: 2.7 billion

Facebook quick Facts:

Active users: 70 million

Monthly new user average: 4 million

Daily new user average: 200,000

Page views: Over 15 billion per month

Searches: Over 500 million per month

Largest networks: London , UK 1,632,273 and Toronto , Canada 933,960

Traffic rank: 7 th most visited website

Photos: 2.7 billion

Widgets / Gadgets An embedded, dynamic piece of web content

An embedded, dynamic piece of web content

Widgets – May 2007 220,000,000 widgets viewed Nearly 25% of everyone on the web used a widget Courtesy of Shel Holtz (www.Holtz.com)

220,000,000 widgets viewed

Nearly 25% of everyone on the web used a widget

Courtesy of Shel Holtz (www.Holtz.com)

Widgets as of May 2007

YouTube Power

YouTube Power

Dove Evolution One of the Top 15 most-linked-to videos among bloggers ( Technorati ) Featured segments on TV shows including: "The View" "Ellen" CNN "Entertainment Tonight" "Geraldo" Won best commercial of the year at Cannes

One of the Top 15 most-linked-to videos among bloggers ( Technorati )

Featured segments on TV shows including:

"The View"

"Ellen"

CNN

"Entertainment Tonight"

"Geraldo"

Won best commercial of the year at Cannes

Presence - Twitter

Social Bookmarking

Who’s talking about / blogging you? Search the blog services: Technorati Bloglines MySpace Search the message boards: Yahoo! AOL MSN epinions.com CNET Search the bookmarking sites: Deli.cio.us Digg Slashdot

Search the blog services:

Technorati

Bloglines

MySpace

Search the message boards:

Yahoo!

AOL

MSN

epinions.com

CNET

Search the bookmarking sites:

Deli.cio.us

Digg

Slashdot

Who’s monitoring the discussion? If you don’t have the staff to monitor these services, how do you know what’s being said?

If you don’t have the staff to monitor these services, how do you know what’s being said?

Other Tools Hitwise's search term analysis - type a phrase and it will list the sites that receive the most traffic and their % share WhoLinksToMe.com – type in your URL and find out what websites link to your website WordTracker – competitive analysis tool to seek out the best keywords based on over 300 million keyword phrases CNW – tracking services

Hitwise's search term analysis - type a phrase and it will list the sites that receive the most traffic and their % share

WhoLinksToMe.com – type in your URL and find out what websites link to your website

WordTracker – competitive analysis tool to seek out the best keywords based on over 300 million keyword phrases

CNW – tracking services

Other Tools WhoLinksToMe.com – type in your URL and find out what websites link to your website BlogSquirrel – CyberAlert's BlogSquirrel service monitors and "clips" more than 5 million+ blogs, containing over 1 million posting per day (free 14-day trial at www.CyberAlert.com ) MediaVantage – Online media & Internet monitoring ( www.newswire.ca )

WhoLinksToMe.com – type in your URL and find out what websites link to your website

BlogSquirrel – CyberAlert's BlogSquirrel service monitors and "clips" more than 5 million+ blogs, containing over 1 million posting per day (free 14-day trial at www.CyberAlert.com )

MediaVantage – Online media & Internet monitoring ( www.newswire.ca )

WhoLinksToMe.com

Other Tools MediaVantage – Online media & Internet monitoring for 20,000 media sources + 3 million+ blogs ( www.newswire.ca )

MediaVantage – Online media & Internet monitoring for 20,000 media sources + 3 million+ blogs ( www.newswire.ca )

Monitoring savings “ We’ve not only reduced our communications costs by 35-40%, we’ve also improved the quality of our communications – it’s clearly been a solid investment. ” -Alexander Christian Blackbelt , Continuous Improvement, Alcan Inc. Significantly reducing the amount of time and effort previously spent researching, searching, clipping, formatting and revising reports & printing

“ We’ve not only reduced our communications

costs by 35-40%, we’ve also improved the quality of our communications – it’s clearly been a solid investment. ”

-Alexander Christian Blackbelt , Continuous Improvement, Alcan Inc.

Significantly reducing the amount of time and effort previously spent researching, searching, clipping, formatting and revising reports & printing

Best Practices Planning – the essential requisite Leadership sets the tone Engaging the audience Evolution, not revolution (pilot) Benchmark and cherry-pick from the leaders Monitor the conversation Keep pace with the trends and best practices Measure, measure, measure

Planning – the essential requisite

Leadership sets the tone

Engaging the audience

Evolution, not revolution (pilot)

Benchmark and cherry-pick from the leaders

Monitor the conversation

Keep pace with the trends and best practices

Measure, measure, measure

Measures Sales Lead conversion Google rankings Cost savings Links to you Traffic (visits, page views) Good vs Bad Conversation (monitoring) User satisfaction / employee engagement

Sales

Lead conversion

Google rankings

Cost savings

Links to you

Traffic (visits, page views)

Good vs Bad Conversation (monitoring)

User satisfaction / employee engagement

Project Methodology

Toby Ward, Prescient Digital Media Ph: 416.986.2226 Skype: toby_ward email: toby@prescientdigital.com www.IntranetBlog.com www.GetStrat.com www.PrescientDigital.com http://blog.ragan.com/contentmatters/ http://intranetreport.libsyn.com/