Community Media Laurel Papworth silkcharm.blogspot.com

Today’s presentation What is Web 2.0? Communication Share: Content, Discover, Discuss Anti-Marketing, Anti-Advertising Alerts, RSS, widgets Social Network fundamentals

What is Web 2.0?

Communication

Share: Content, Discover, Discuss

Anti-Marketing, Anti-Advertising

Alerts, RSS, widgets

Social Network fundamentals

Suppliers, Resellers, Shops, Business Pre Web 2.0 Professional Content Developers (Advertising, Marketing, PR - agencies, studios) Mainstream Media (TV, movies, magazines)

Suppliers, Resellers, Shops, Business

Suppliers, Resellers, Shops, Business Web 2.0 C2C communications

Suppliers, Resellers, Shops, Business

Web 3.0

Why be involved? Loyalty ROI: visit a site 9x more stay 5x as long (Source: McKinsey) Brand ROI: 4x un-aided brand recall (Source: NFO) Acquisition ROI: $0-10 vs. $10-$400 per customer acquisition Support ROI: 5x-10x more cost effective than phone support Meet Offline (Center for Digital Futures) More than one fifth (20.3%) meet at least once a year

Loyalty ROI: visit a site 9x more stay 5x as long (Source: McKinsey)

Brand ROI: 4x un-aided brand recall (Source: NFO)

Acquisition ROI: $0-10 vs. $10-$400 per customer acquisition

Support ROI: 5x-10x more cost effective than phone support

Meet Offline (Center for Digital Futures) More than one fifth (20.3%) meet at least once a year

audreycarr.ca

How to you like to communicate? Instant (synchronous), real time support - instant messenger, broadcast, chat channels, SMS, virtual worlds, ventrilo Delayed (asynchronous) - email, listserv, blogs, forums, wiki, Either? - Twitter, RSS, APIs

Instant (synchronous), real time support - instant messenger, broadcast, chat channels, SMS, virtual worlds, ventrilo

Delayed (asynchronous) - email, listserv, blogs, forums, wiki,

Either? - Twitter, RSS, APIs

Communication tools One to One - email, personal messages, IM, /tells One to Many - blogs, mailing list, /yell Many to Many - forums, unmoderated mailing list, virtual world, IRChat Few to Few (gated) - follow me services, group services

One to One - email, personal messages, IM, /tells

One to Many - blogs, mailing list, /yell

Many to Many - forums, unmoderated mailing list, virtual world, IRChat

Few to Few (gated) - follow me services, group services

Consumer Generated Content create share discover share discuss share

Create Content Videos – YouTube Fotos – Flickr, Photobucket Articles – blogs, any blog Voice – Podcasts Presentations – Slideshare Art – RedBubble Puzzles – The Broth Diagrams - Gliffy

Videos – YouTube

Fotos – Flickr, Photobucket

Articles – blogs, any blog

Voice – Podcasts

Presentations – Slideshare

Art – RedBubble

Puzzles – The Broth

Diagrams - Gliffy

Discover Content News – Digg, Bloggerati Bookmarks – del.icio.us, technorati Marketplace – ebay, facebook Vertical Search – aggregate engines Social networks - twitter

News – Digg, Bloggerati

Bookmarks – del.icio.us, technorati

Marketplace – ebay, facebook

Vertical Search – aggregate engines

Social networks - twitter

Holding The Brand To Ransom Your Customer is Talking (And they won’t shut up!)

The Issues Brand Management and Trademarks Intellectual Property and Copyright Control of information

Brand Management and Trademarks

Intellectual Property and Copyright

Control of information

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…

2007 January to April : < 900 pages May 1 st : 9000 pages Today (August 07): nearly 1 million pages

2007

January to April : < 900 pages

May 1 st : 9000 pages

Today (August 07): nearly 1 million pages

Issue 3: Information channels Or: How to crash your company by not being engaged…

What to do? READ blogs, watch YouTube Comment and vote (rate/rank) = PARTICIPATE LEARN from the best ones IGNORE non-participators’ advice!!! Don’t let the lawyers take control! Have a clear social media POLICY internally Create a corporate blog or wiki and MANAGE it ACKNOWLEDGE mistakes quickly Keep a sense of HUMOUR STICK WITH IT!

READ blogs, watch YouTube

Comment and vote (rate/rank) = PARTICIPATE

LEARN from the best ones

IGNORE non-participators’ advice!!!

Don’t let the lawyers take control!

Have a clear social media POLICY internally

Create a corporate blog or wiki and MANAGE it

ACKNOWLEDGE mistakes quickly

Keep a sense of HUMOUR

STICK WITH IT!