Web 2.0 May 2008 Slideshare


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Web 2.0 workshop by Toby Ward, Prescient Digital Media (2008). For more on some of the case studies detailed herein please visit www.IntranetBlog.com

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  • Web 2.0 May 2008 Slideshare

    1. 1. Web 2.0 Toby Ward, Prescient Digital Media
    2. 2. Agenda <ul><li>Latest tools and techniques </li></ul><ul><li>Why “the conversation” matters </li></ul><ul><li>Best practice examples </li></ul><ul><li>What to measure </li></ul><ul><li>How to measure </li></ul>
    3. 3. The wisdom of crowds
    4. 4. The power of ‘group’ <ul><li>Jellybeans in a jar: the average guess of all the guesses is almost always closer than the closest guess </li></ul>
    5. 5. Regis ‘gets it’ <ul><li>Who wants to be a millionaire: the crowd gets it right 91% of the time </li></ul>
    6. 6. Google ‘gets it’ <ul><li>Utilizes page rankings to gather collective intelligence </li></ul>
    7. 8. Social media / Web 2.0 <ul><li>Promote networks of relationships </li></ul><ul><li>Transforms users into publishers </li></ul><ul><li>Discuss, share & collaborate </li></ul><ul><li>From one to many -> many to many </li></ul>
    8. 9. Web 2.0 (thanks to Shel Holtz) <ul><li>Conversation-enabled publishing platforms </li></ul><ul><ul><li>Blogs, podcasts, Technorati </li></ul></ul><ul><li>Social networks </li></ul><ul><ul><li>Facebook, LinkedIn, MySpace </li></ul></ul><ul><li>Social bookmarking </li></ul><ul><ul><li>Delic.io.us, Digg, StumbleUpon </li></ul></ul><ul><li>Democratized content networks </li></ul><ul><ul><li>Wikipedia, Yahoo! Groups, MyStarbucksIdea </li></ul></ul><ul><li>Presence networks (micro-blogging) </li></ul><ul><ul><li>Jaiku, Twitter, Pownce </li></ul></ul><ul><li>Content sharing sites </li></ul><ul><ul><li>YouTube, Flickr, ePinions.com </li></ul></ul><ul><li>Virtual networking platforms </li></ul><ul><ul><li>Second Life, There.com </li></ul></ul>
    9. 10. Social media revolution <ul><li>8 of the Top 10 most visited sites on the Internet </li></ul><ul><li>Source: Alexa.com </li></ul><ul><li>Yahoo! </li></ul><ul><li>YouTube </li></ul><ul><li>Windows Live </li></ul><ul><li>Google </li></ul><ul><li>Myspace </li></ul><ul><li>Facebook </li></ul><ul><li>MSN </li></ul><ul><li>Hi5 </li></ul><ul><li>Wikipedia </li></ul><ul><li>Orkut </li></ul>
    10. 11. Web evolution <ul><li>Web 1.0  Web 2.0 </li></ul><ul><li>DoubleClick--> Google AdSense </li></ul><ul><li>Ofoto--> Flickr </li></ul><ul><li>Napster--> BitTorrent </li></ul><ul><li>Britannica Online--> Wikipedia </li></ul><ul><li>personal websites--> blogging </li></ul><ul><li>publishing--> participation </li></ul><ul><li>CMS--> wikis </li></ul><ul><li>directories--> tagging (&quot;folksonomy&quot;) </li></ul><ul><li>stickiness--> syndication </li></ul>
    11. 12. Web 2.0 and CIOs Source: CIO Magazine
    12. 13. Brodeur/OmniComm Study <ul><li>61% of reporters say blogs affect story tone </li></ul><ul><li>50% say blogs influence editorial copy </li></ul><ul><li>Three-quarters get story ideas from blogs </li></ul><ul><li>20% spend at least an hour per day reading blogs </li></ul>
    13. 14. Reputation = Money $$$$ <ul><li>Over 90% of analysts agree: </li></ul><ul><ul><li>If a company fails to look after its reputation it will ultimately suffer financially too . </li></ul></ul><ul><li>The most reliable information sources : </li></ul><ul><ul><li>company websites </li></ul></ul><ul><ul><li>customer research </li></ul></ul><ul><li>Source: Hill & Knowlton, Return on Reputation </li></ul>
    14. 15. Failure to communicate <ul><li>The failure to provide appropriate information will lead to negative ratings: </li></ul><ul><ul><li>90% saying that it is fairly likely/very likely/or certain to </li></ul></ul><ul><li>Source: Hill & Knowlton, Return on Reputation </li></ul>
    15. 16. “ We don’t own the news any more.” -BBC
    16. 17. RedCross.org <ul><li>Blog postings mentioning “Red Cross” increased by 10 to 20 times after Katrina (source: Intelliseek Blogpulse) </li></ul><ul><li>Visits Redcross.org jumped to more than 1 million visits – more than 32 times the average daily </li></ul><ul><li>In a few days donations through the website topped $100 million </li></ul>
    17. 18. Blogging
    18. 19. Blogging for sales <ul><li>eHobbies.com saw conversion rate double from the normal 2% to 4% whenever site users visit one of its blogs </li></ul><ul><li>Within 5 months of implementing a blog, 5% of eHobbies overall traffic comes from its blog </li></ul><ul><li>After 5 months, 5% of all orders tracked to a blog-based coupon </li></ul>
    19. 21. Intranet Blog <ul><li>In 400 days, from zero to 4,000 people per day </li></ul><ul><li>Dramatically improved Google rankings </li></ul><ul><ul><li>Prescient is now #1 in the World for: </li></ul></ul><ul><ul><ul><li>“ intranet consultant” and “intranet consulting” </li></ul></ul></ul><ul><li>More than 2,300 links </li></ul><ul><li>Up to 12,000 page view per day </li></ul><ul><li>Increased corporate consulting revenue by 40% </li></ul><ul><li>Primary source for many Fortune 500 clients including HSBC, RBC and Nintendo </li></ul>
    20. 22. Blog Outreach
    21. 23. Flogging <ul><li>A fake blog used as sales tool </li></ul><ul><li>Walmarting Across America </li></ul><ul><li>Written by two Walmart “fans” </li></ul><ul><li>Drove RV across US blogging about Walmarts </li></ul><ul><li>Later revealed they were paid </li></ul><ul><li>All cooked-up by Edelman PR </li></ul><ul><li>http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm </li></ul>
    22. 24. WalMart employees weigh-in “… have watched the company go from a family oriented environment to “who gives a crap make us more money environment.”
    23. 25. Customer service <ul><li>Source: Shel Holtz, www.Holtz.com </li></ul>
    24. 26. Podcasting <ul><li>Many TV and most radio programs now provide podcast versions </li></ul><ul><li>Microsoft, GM and Volvo and many others </li></ul>
    25. 27. “Five Minutes with …” Podcast Reference Guide Call to action <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    26. 28. Accompanying reference guides <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    27. 29. Blogs engage employees <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    28. 30. Fun and Feedback <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    29. 31. Promoting employee dialogue <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    30. 32. Retail News Talk Special Guests: Rebecca Ott-Wadhawan Melissa Mickle Alpine Jennings <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>Today’s Hosts: Mark Crowley & Kelly Wills
    31. 33. Employee blogs - Sun
    32. 34. Employee blogs - Sun
    33. 35. Sun Blogging Policy <ul><li>Prohibits discussing &quot;non-public&quot; information: </li></ul><ul><ul><li>Financial data </li></ul></ul><ul><ul><li>Programming code </li></ul></ul><ul><ul><li>Personal information about other individuals </li></ul></ul><ul><ul><li>“ Work-related legal proceedings or controversies&quot; </li></ul></ul>Blogging Guidelines: http://www.sun.com/aboutsun/media/blogs/BloggingGuidelines.pdf Blogging Policy: http://www.sun.com/aboutsun/media/blogs/policy.html
    34. 36. Intranet Vlog – Cisco CEO
    35. 37. Intranet TV
    36. 38. Wiki <ul><li>Wikis allow everyone to participate </li></ul><ul><li>Wiki is stripped down CMS </li></ul><ul><li>Any user can edit any other’s text </li></ul>
    37. 39. Wikipedia.org <ul><li>9 million files, 75,000 active authors, 250 languages </li></ul>
    38. 40. Practical Wiki’s <ul><li>Not a CMS replacement </li></ul><ul><li>Collaborate, debate, discuss, innovate </li></ul>
    39. 44. Wiki-based intranet: Placemaking
    40. 46. Practice Area Communities (PAC)
    41. 48. Working Knowledge <ul><li>Hundreds of volunteer aggregators </li></ul><ul><li>Working Knowledge created to solve information overload problems </li></ul><ul><li>Problems: </li></ul><ul><ul><li>Information overload </li></ul></ul><ul><ul><li>Information silos </li></ul></ul><ul><ul><li>Intranet site proliferation </li></ul></ul><ul><ul><li>No one source for information by specific topic </li></ul></ul><ul><ul><li>Lack of roles based information delivery </li></ul></ul>
    42. 49. IBM Working Knowledge <ul><li>Working Knowledge delivers personalized content based upon the employee’s profile and personal preferences </li></ul>
    43. 50. Employees contributing news
    44. 51. Social Networking - Flickr <ul><li>Flickr sponsorship: Nikon is leveraging photo-sharing site Flickr </li></ul><ul><ul><li>Flickr ties Nikon branding and product information to user-generated images taken with Nikon cameras </li></ul></ul>
    45. 52. Flickr.com – Nikon Pool
    46. 53. Kryptonite locks (2004) <ul><li>A blogger described breaking an expensive Kryptonite bike lock </li></ul><ul><li>Other bloggers wrote about it and news spread like wildfire </li></ul><ul><li>Wired News wrote a story and confirmed the problem </li></ul><ul><li>Kryptonite initially declined to comment </li></ul><ul><li>Eight days later it recalled 380,000 locks </li></ul><ul><li>“ 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.” </li></ul><ul><li>“ Companies absolutely need to keep track of the blogosphere.&quot; </li></ul>
    47. 54. Community websites: Flickr
    48. 55. MySpace <ul><li>87% of 12 to 17 year olds use the Internet </li></ul><ul><li>107 million members </li></ul><ul><li>Fifteen- to eighteen-year-olds: </li></ul><ul><ul><li>Average spend nearly 6 1/2 hours a day watching TV, playing video games, and surfing the Net </li></ul></ul><ul><ul><li>A quarter of that time, they're multitasking. </li></ul></ul><ul><ul><li>The biggest increase: computer use soared nearly threefold since 2000, to 1 hour and 22 minutes a day on average (Kaiser Family Foundation survey). </li></ul></ul><ul><ul><li>Traffic rank: 6 th most visited website </li></ul></ul>
    49. 56. Adidas MySpace
    50. 57. Adidas MySpace <ul><li>MySpace marketing: Adidas has created a presence for soccer fans on MySpace that features photos of players, blogs, and videos of Adidas ads. </li></ul><ul><ul><li>Links back to Adidas’ site feature prize drawings, a video competition, and other game-, product-, and brand-related content. </li></ul></ul><ul><ul><li>The Adidas MySpace page added over 25,000 “friends” in a single day. </li></ul></ul>
    51. 62. Facebook <ul><li>Facebook quick Facts: </li></ul><ul><ul><li>Active users: 70 million </li></ul></ul><ul><ul><li>Monthly new user average: 4 million </li></ul></ul><ul><ul><li>Daily new user average: 200,000 </li></ul></ul><ul><ul><li>Page views: Over 15 billion per month </li></ul></ul><ul><ul><li>Searches: Over 500 million per month </li></ul></ul><ul><ul><li>Largest networks: London , UK 1,632,273 and Toronto , Canada 933,960 </li></ul></ul><ul><ul><li>Traffic rank: 7 th most visited website </li></ul></ul><ul><ul><li>Photos: 2.7 billion </li></ul></ul>
    52. 68. Widgets / Gadgets <ul><li>An embedded, dynamic piece of web content </li></ul>
    53. 69. Widgets – May 2007 <ul><li>220,000,000 widgets viewed </li></ul><ul><li>Nearly 25% of everyone on the web used a widget </li></ul><ul><li>Courtesy of Shel Holtz (www.Holtz.com) </li></ul>
    54. 70. Widgets as of May 2007
    55. 71. YouTube Power
    56. 72. YouTube Power
    57. 73. Dove Evolution <ul><li>One of the Top 15 most-linked-to videos among bloggers ( Technorati ) </li></ul><ul><li>Featured segments on TV shows including: </li></ul><ul><ul><li>&quot;The View&quot; </li></ul></ul><ul><ul><li>&quot;Ellen&quot; </li></ul></ul><ul><ul><li>CNN </li></ul></ul><ul><ul><li>&quot;Entertainment Tonight&quot; </li></ul></ul><ul><ul><li>&quot;Geraldo&quot; </li></ul></ul><ul><li>Won best commercial of the year at Cannes </li></ul>
    58. 74. Presence - Twitter
    59. 75. Social Bookmarking
    60. 78. Who’s talking about / blogging you? <ul><li>Search the blog services: </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Bloglines </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><li>Search the message boards: </li></ul><ul><ul><li>Yahoo! </li></ul></ul><ul><ul><li>AOL </li></ul></ul><ul><ul><li>MSN </li></ul></ul><ul><ul><li>epinions.com </li></ul></ul><ul><ul><li>CNET </li></ul></ul><ul><li>Search the bookmarking sites: </li></ul><ul><ul><li>Deli.cio.us </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Slashdot </li></ul></ul>
    61. 79. Who’s monitoring the discussion? <ul><li>If you don’t have the staff to monitor these services, how do you know what’s being said? </li></ul>
    62. 81. Other Tools <ul><li>Hitwise's search term analysis - type a phrase and it will list the sites that receive the most traffic and their % share </li></ul><ul><li>WhoLinksToMe.com – type in your URL and find out what websites link to your website </li></ul><ul><li>WordTracker – competitive analysis tool to seek out the best keywords based on over 300 million keyword phrases </li></ul><ul><li>CNW – tracking services </li></ul>
    63. 82. Other Tools <ul><li>WhoLinksToMe.com – type in your URL and find out what websites link to your website </li></ul><ul><li>BlogSquirrel – CyberAlert's BlogSquirrel service monitors and &quot;clips&quot; more than 5 million+ blogs, containing over 1 million posting per day (free 14-day trial at www.CyberAlert.com ) </li></ul><ul><li>MediaVantage – Online media & Internet monitoring ( www.newswire.ca ) </li></ul>
    64. 83. WhoLinksToMe.com
    65. 84. Other Tools <ul><li>MediaVantage – Online media & Internet monitoring for 20,000 media sources + 3 million+ blogs ( www.newswire.ca ) </li></ul>
    66. 89. Monitoring savings <ul><li>“ We’ve not only reduced our communications </li></ul><ul><li>costs by 35-40%, we’ve also improved the quality of our communications – it’s clearly been a solid investment. ” </li></ul><ul><ul><li>-Alexander Christian Blackbelt , Continuous Improvement, Alcan Inc. </li></ul></ul><ul><li>Significantly reducing the amount of time and effort previously spent researching, searching, clipping, formatting and revising reports & printing </li></ul>
    67. 90. Best Practices <ul><li>Planning – the essential requisite </li></ul><ul><li>Leadership sets the tone </li></ul><ul><li>Engaging the audience </li></ul><ul><li>Evolution, not revolution (pilot) </li></ul><ul><li>Benchmark and cherry-pick from the leaders </li></ul><ul><li>Monitor the conversation </li></ul><ul><li>Keep pace with the trends and best practices </li></ul><ul><li>Measure, measure, measure </li></ul>
    68. 91. Measures <ul><li>Sales </li></ul><ul><li>Lead conversion </li></ul><ul><li>Google rankings </li></ul><ul><li>Cost savings </li></ul><ul><li>Links to you </li></ul><ul><li>Traffic (visits, page views) </li></ul><ul><li>Good vs Bad Conversation (monitoring) </li></ul><ul><li>User satisfaction / employee engagement </li></ul>
    69. 92. Project Methodology
    70. 93. 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/