The old vs. the new Unconferences Conferences Twitter Instant messenger Syndication Stickiness Tagging Directories Wikis CMS Blogging Personal websites Wikipedia Britannica online Hands Eyeballs Web 2.0 Web 1.0
Harnessing collective intelligence
Trusting consumers as co-developers
Engaging consumer experiences Community users remain customers 50% longer, spend 54% more than non-community users and visit 9 times more than non-community users
Participation is key
2) Create elements in online space
3) Create own platform or environment in online space
Word of Mouse
Keys to success in webspace
Be aware of who your audience is
You have to be real to succeed!
The Web is changing how we do business
Social media is driven by the consumer not driven by business and is currently experiencing growth
The Social Networking has grown 12.7% from November 2006 to April 2007. In Canada from April 2006 to April 2007 Facebook grew 2424% YOUTUBE grew 616% MySpace grew 135%
70% of Americans aged 15-35 use Social Networks Fox Interactive Networks
Half of YouTube’s audience is over 34 MarketingVox
17% of Sony PlayStation owners in America are aged 50+ The Observer
Craig Newmark, owner and inventor of Craigslist Craig Newmark has said that this is a time of ‘creative destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’. He went on to say that it isn’t journalism that is becoming obsolete; rather the delivery methods are changing. ‘Even the kids realize news is important. The problem is that paper is too expensive’.
How to create a Web 2.0 strategy
KNOW CONTROL vs. NO CONTROL
You have to KNOW your audience so that you don’t have a NO control situation.
The Streisand effect
A term used to describe a phenomenon on the Internet when there is an attempt to remove/censor something backfires and the information ends up receiving more attention.
What this means ….
Companies can no longer control the message but they can manage the results if they are aware of which channels of communication their audience is using.
Examples of Social Media
UGC (user generated content)
UGC (user generated content)
UGC is now the brand
Consumers now create and change the brand (you no longer own your brand) (youtube)
Consumers market the brand
It’s not “with” your brand, it’s “in” your brand
http:// www.youtube.com/watch?v =6a_KF7TYKVc
An online journal, a way to tell a story
102 Million blogs, 120,000 blogs started each day
It is not reporting – nor do people expect it to be
“ Newspapers increasingly reference Bloggers as sources in stories. In just 2 ½ years this has grown from almost nothing to a significant input to media” Factivia
42% of all Canadians have read a blog
Blog use in Canada is most popular among those:
With household incomes of $60,000 or more (44%)
Men (48% vs. 35% among women)
Younger adults aged 18-34 (50%)
Those with post-secondary education
Ipsos-Red, June 2005
Blogs need to be frequent. Web 2.0 has created a low attention span. A blog should be posted a MAXIMUM of 3-4 days apart.