Web 2.0 and Social Media for BusinessChapter 7: Social Buzz and Viral Phenomena: Part C Roger McHaney, Kansas State University
TumblrTumblr refreshesthe medium ofthe blog andrenews it with abetter format,centralizedmanagement,and higherlevels ofinteractivity.
Tumblr• Does not require posting media on other sites (for instance no need to post on YouTube and embed video in a blog entry)• Allows material to be uploaded directly from a number of sources including mobile devices
• Fills the gap Tumblr between Twitter‟s microblogging features and Facebook‟s overarching social media capabilities.• First launched in April, 2007• Grown to nearly 50 million blogs with over 18 billion posts• 85% user retention rate and over 13 billion views per month
Tumblelogs Tumblr populated with tumblelogs.5 These „blog entries‟ may take the form of a stream of Tweets Entries also may appear as multimedia blog entries Many people use a tumblelog to represent a personal view of their lives (like an online diary or journal) Tumblr users can follow each others blogs and restrict viewers with privacy settings
Tumbler for Business6 Not traditionally envisioned for business use Poor choice for many industries Banking, financial services and those seeking to develop a traditional business reputation might not find the „flash and glitter‟ of Tumblr compatible with business objectives
Tumbler for Business (con‟t) Excels in business seeking fast paced, social network optimized for quick7 consumption Best with multimedia Mainly concerned with photos, videos, quotes and questions Members known for being edgy, artistic, and inspirational
8 Example Tumblelogs that Work!
Tumblr Users9 • Easy for users to find and view material on mobile devices • Offers minimal customization options • Does not permit self-hosting • Most businesses view Tumblr as supplement to primary Web site • Ideal for reaching user demographic hard to contact via print media • Tumblr‟s demographic is under 34 years old and mobile device users • Organizations find coupons, product information, sales notices, and other material. All are shared among users on Tumblr
Pinterest • Social media Web site designed so users can organize and10 share images and videos • Shared media are called Pins and typically organized into Pin Boards • Pin Boards generally relate to a theme and can be followed by other Pinterest users • Content can be RePinned, Liked, and shared • Users follow each other as well as specific Pin Boards • Like Tumblr, Pinterest is visually-oriented and suited for use on mobile devices • Pinterest opened for beta use in 2010, making it a young and rapidly growing site
Pinterest (con‟t)12 Users pin interesting items they find on the Web (or that they create for themselves) Community aspect becomes important as individuals rely on others with similar interests to help find new relevant items Popular in areas where a visual component is important Often is used for interior design, art, fashion, recipes, food, cake decorating, and shopping. Businesses benefit because traffic is driven to their Web sites Users communicate by reposting content, sharing pins on Facebook, tweeting pins, or embedding Pinterest material on blogs
Foursquare and Location Based Services14 Location-based mobile platforms enable users to “check in” via a smartphone app and share their location and other details with friends and businesses.
Location Based Services (LBS)15 Seen as the next big area for business expansion with more than six billion mobile users in the world. Almost 20% of mobile device owners already use LBS, creating a huge untapped market. Popular LBSs include Foursquare, Yelp, and Living Social. TNS Global
Login and Work Behind the ScenesFoursquare creates competition between users by encouraging them to earnpoints and badges for leaving tips, information, and photos of their currentlocation. Other use this information to create to-do/to-go-to lists. Merchantsand brands leverage Foursquare presence by offering specials and VIPinformation to users
Foursquare FactsFoursquare is a young company, founded in 2009 by Dennis Crowley andNaveen Selvadurai. Over 20 million users as of June 2012.
Foursquare Badge Examples Badges are sponsored by organizations, send users messages and give bragging rights.Plenty of themes---custom, free, or premium (cost) exist
Foursquare for BusinessFoursquare specifically designed for business use. Software allowsbusinesses to find, interact with, interest, reward, and retain customersBusinesses control and personalize their venue and have access to usertraffic, comments, and other statisticsBusinesses can create specials to reward loyal customers usingFoursquare servicesBusiness have access to free data services to better understandcustomers
Foursquare‟s Business Model• Foursquare charges a nominal fee for creating badges• Fees based on business size and other factors• Seeks to evaluate partnerships and form mutually beneficial agreements with particular interest in helping new and small businesses• Provides free data analytics including customer demographics (male to female ratio, regular customers); time-related statistics (check in times); and information comparing customer check in to loyalty program memberships• Working to create more powerful data analytics to provide more customer information for businesses
Foursquare Business Activities
Foursquare Special Offer Example
Web 2.0 and SocialMedia for Business End of Chapter 7 Part C
Slide Media from:Slides Prepared by Professor Roger McHaneyKansas State University PresenterMedia.comTwitter: @mchaney firstname.lastname@example.orgBlog: http://mchaney.comEmail : email@example.com 4416 S. Technology Dr Sioux Falls, SD 57106