Community Media Laurel Papworth silkcharm.blogspot.com
Today’s presentation <ul><li>What is Web 2.0?  </li></ul><ul><li>Communication </li></ul><ul><li>Share: Content, Discover,...
<ul><li>Suppliers, Resellers, Shops, Business </li></ul>Pre Web 2.0 Professional Content Developers  (Advertising, Marketi...
<ul><li>Suppliers, Resellers, Shops, Business </li></ul>Web 2.0 C2C communications
Web 3.0
Why be involved? <ul><li>Loyalty ROI:   visit a site 9x more     stay 5x as long   (Source: McKinsey) </li></ul><ul><li>Br...
audreycarr.ca
How to you like to communicate? <ul><li>Instant (synchronous),  real time support - instant messenger, broadcast, chat cha...
Communication tools <ul><li>One to One   - email, personal messages, IM, /tells </li></ul><ul><li>One to Many - blogs, mai...
Consumer Generated Content create share discover share discuss share
Create Content <ul><li>Videos – YouTube </li></ul><ul><li>Fotos – Flickr, Photobucket </li></ul><ul><li>Articles – blogs, ...
Discover Content <ul><li>News – Digg, Bloggerati </li></ul><ul><li>Bookmarks – del.icio.us, technorati </li></ul><ul><li>M...
 
Holding The Brand To Ransom Your Customer is Talking (And they won’t shut up!)
The Issues <ul><li>Brand Management and Trademarks </li></ul><ul><li>Intellectual Property and Copyright </li></ul><ul><li...
Issue 1: Brand Management Or: How your customer is smashing your careful branding to smithereens…
Polo Small But Tough video
Eepybird Mentos Diet Coke
 
Sprite Coke Friendship Overrated
Issue 2: IP and Copyright Or: Your company’s secrets are being disseminated on the web…
 
 
<ul><li>2007 </li></ul><ul><li>January  to April : < 900 pages </li></ul><ul><li>May 1 st  : 9000 pages </li></ul><ul><li>...
Issue 3: Information channels Or: How to crash your company by not being engaged…
 
What to do? <ul><li>READ blogs, watch YouTube </li></ul><ul><li>Comment and vote (rate/rank) = PARTICIPATE </li></ul><ul><...
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Social Media Marketing Digital Media Adma

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Presentation on digital media marketing - collaborative, Web 2.0 social media and user generated content. ADMA and Australian Businesswomens Network

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  • Web 2.0 covers a multitude of sins. I’m here to talk about a subset of web 2.0, Social Media. If you are interested, other subsets would include technology such as AJAX and Ruby on Rails
  • Social Media Marketing Digital Media Adma

    1. 1. Community Media Laurel Papworth silkcharm.blogspot.com
    2. 2. Today’s presentation <ul><li>What is Web 2.0? </li></ul><ul><li>Communication </li></ul><ul><li>Share: Content, Discover, Discuss </li></ul><ul><li>Anti-Marketing, Anti-Advertising </li></ul><ul><li>Alerts, RSS, widgets </li></ul><ul><li>Social Network fundamentals </li></ul>
    3. 3. <ul><li>Suppliers, Resellers, Shops, Business </li></ul>Pre Web 2.0 Professional Content Developers (Advertising, Marketing, PR - agencies, studios) Mainstream Media (TV, movies, magazines)
    4. 4. <ul><li>Suppliers, Resellers, Shops, Business </li></ul>Web 2.0 C2C communications
    5. 5. Web 3.0
    6. 6. Why be involved? <ul><li>Loyalty ROI: visit a site 9x more stay 5x as long (Source: McKinsey) </li></ul><ul><li>Brand ROI: 4x un-aided brand recall (Source: NFO) </li></ul><ul><li>Acquisition ROI: $0-10 vs. $10-$400 per customer acquisition </li></ul><ul><li>Support ROI: 5x-10x more cost effective than phone support </li></ul><ul><li>Meet Offline (Center for Digital Futures) More than one fifth (20.3%) meet at least once a year </li></ul>
    7. 7. audreycarr.ca
    8. 8. How to you like to communicate? <ul><li>Instant (synchronous), real time support - instant messenger, broadcast, chat channels, SMS, virtual worlds, ventrilo </li></ul><ul><li>Delayed (asynchronous) - email, listserv, blogs, forums, wiki, </li></ul><ul><li>Either? - Twitter, RSS, APIs </li></ul>
    9. 9. Communication tools <ul><li>One to One - email, personal messages, IM, /tells </li></ul><ul><li>One to Many - blogs, mailing list, /yell </li></ul><ul><li>Many to Many - forums, unmoderated mailing list, virtual world, IRChat </li></ul><ul><li>Few to Few (gated) - follow me services, group services </li></ul>
    10. 10. Consumer Generated Content create share discover share discuss share
    11. 11. Create Content <ul><li>Videos – YouTube </li></ul><ul><li>Fotos – Flickr, Photobucket </li></ul><ul><li>Articles – blogs, any blog </li></ul><ul><li>Voice – Podcasts </li></ul><ul><li>Presentations – Slideshare </li></ul><ul><li>Art – RedBubble </li></ul><ul><li>Puzzles – The Broth </li></ul><ul><li>Diagrams - Gliffy </li></ul>
    12. 12. Discover Content <ul><li>News – Digg, Bloggerati </li></ul><ul><li>Bookmarks – del.icio.us, technorati </li></ul><ul><li>Marketplace – ebay, facebook </li></ul><ul><li>Vertical Search – aggregate engines </li></ul><ul><li>Social networks - twitter </li></ul>
    13. 14. Holding The Brand To Ransom Your Customer is Talking (And they won’t shut up!)
    14. 15. The Issues <ul><li>Brand Management and Trademarks </li></ul><ul><li>Intellectual Property and Copyright </li></ul><ul><li>Control of information </li></ul>
    15. 16. Issue 1: Brand Management Or: How your customer is smashing your careful branding to smithereens…
    16. 17. Polo Small But Tough video
    17. 18. Eepybird Mentos Diet Coke
    18. 20. Sprite Coke Friendship Overrated
    19. 21. Issue 2: IP and Copyright Or: Your company’s secrets are being disseminated on the web…
    20. 24. <ul><li>2007 </li></ul><ul><li>January to April : < 900 pages </li></ul><ul><li>May 1 st : 9000 pages </li></ul><ul><li>Today (August 07): nearly 1 million pages </li></ul>
    21. 25. Issue 3: Information channels Or: How to crash your company by not being engaged…
    22. 27. What to do? <ul><li>READ blogs, watch YouTube </li></ul><ul><li>Comment and vote (rate/rank) = PARTICIPATE </li></ul><ul><li>LEARN from the best ones </li></ul><ul><li>IGNORE non-participators’ advice!!! </li></ul><ul><li>Don’t let the lawyers take control! </li></ul><ul><li>Have a clear social media POLICY internally </li></ul><ul><li>Create a corporate blog or wiki and MANAGE it </li></ul><ul><li>ACKNOWLEDGE mistakes quickly </li></ul><ul><li>Keep a sense of HUMOUR </li></ul><ul><li>STICK WITH IT! </li></ul>

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