Implementation Web technologies & design Flash websites, CSS- fluid sheets Google AdsensevsDoubleClick Tagging vs directories Participation vs Publication Wikis vs content management
Businesses and Web2.0 Key investments Technologies and tools Blogs Mash-ups (multiple data sources into 1) Tweets P2P RSS Survey highlights
Social Networking Facebook, Twitter, MySpace, LinkedIn Users add friends, send messages, share content Communities of like-minded interest Social Bookmarking Digg, Delicious Users share their favorite online content Also create online bookmarks Wikipedia Content created online by multiple users Web 2.0: Tools
Blogs Wordpress, Blogger, TypePad Online journals Embed content from other platforms Photo Sharing Flickr, PhotoBucket Creative Commons licensing rights Video Sharing Youtube, iMemories Upload video content for private/public sharing Web 2.0: Tools
I trust my friends opinion because she doesn’t have a commercial intent I value her sense of judgement She recommends and all my friends corroborate. Customer can research online for HIGH INVOLVEMENT products It is very BUZZY – spreads like a Virus! Why it works?
No differentiation between “Interactive” and “Integration”
Measuring Marketing Effectiveness Social Media Monitoring is to keep track of all the conversations happening in the online world. “The direct unfiltered brutally honest nature of much online discussion is black gold... texas tea to companies that want to spot trends or find out what the consumer really thinks.” -The Economist, March 11, 2006
Marketing pitch should include Social Media perspective Necessary to bridge social media gap Demands development of techniques for quantifying The Gaps The Performance Measurement to determine future investments Easier to measure Social Media (Web 2.0) impact over that of traditional media (TV/Radio/Print) Conclusion