A somewhat massive presentation where I discuss the online presence of companies in general, and vaious aspects of online marketing, including my own story about a critical article I wrote on SEO.
A somewhat massive presentation where I discuss the online presence of companies in general, and vaious aspects of online marketing, including my own story about a critical article I wrote on SEO. Some screenshots in Swedish.
8. Moving from stand-alone computers to computer plants
9. The paradigm shift Production . Distribution . Consumption
10. Web 2.0 <ul><li>Web 2.0 is a term describing changing trends in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, collaboration and functionality of the web. Examples: social-networking sites, video sharing sites, wikis, blogs, and folksonomies. </li></ul><ul><li>While the debate is on about Web 2.0, most agree that Web 2.0 sites generally include some basic characteristics, such as: </li></ul><ul><ul><li>Network as a platform </li></ul></ul><ul><ul><li>Users own the information / can influence the information </li></ul></ul><ul><ul><li>An architecture with participation and democracy that encourages users to give the site more value when they use it </li></ul></ul><ul><ul><li>Interactivity based on Ajax or other internet applications </li></ul></ul><ul><ul><li>Mashups </li></ul></ul><ul><ul><li>Social networking </li></ul></ul>
13. Web feeds (RSS, Atom) <ul><ul><li>RSS allows users to subscribe to content using a “feed reader”. They get updated content from a variety of sources without having to visit a website. </li></ul></ul>Podcasts Pod-TV http:// popurls.com /
15. Web trends Ajax Podcasting RSS Pod-TV IP-telephony Explorer Firefox Opera Chrome Personal content Open Source Online services Freeware Folksonomies Communities Bloggar Wikis CMS Apple Google Microsoft W3C RSS/XML Section 508 Mobile internet Technology Users Accessibility Players Trends Browsers search web 2.0 buy/sell SMS Mobile web Maps GPS Mobile
17. Online services Flickr MySpace YouTube LinkedIn Zoho 37signals Google Wikipedia Wordsmyth Blogger Wordpress Productivity self-publishing knowledge community del.icio.us rememberthemilk.com jotform.com tools Newsgator Bloglines Google Reader syndication Google Groups
18. Online services: jotform.com
19. Who’s web strategy is this? The faster our website visitors leave , the better.
20. Gmail Google Apps Calendar Groups Google Pack Google Docs and Spreadsheets Picasa Google Video YouTube Images <http://www.google.com/intl/en/options/> Blogger Google Sites Google Books Google Scholar Books Officeware Analytics Desktop Publishing Talk WiFi Telecom Multimedia Groupware E-commerce Music SMS Mobile Maps for mobile Google Base Froogle Checkout Mobile Maps
21. Random… I’m Feeling Lucky!
22. … or ingenious? Insure me!
23. Succeeding on the web RSS SMS E-post Code that follows standards Text-based alternatives Employee blogs Dialogue Podcasting Top in Google wins Accessibility Searchability Open conversations Syndication Self-service Interactive customer service Put users in charge Customer service decentralised information think beyond the internet Fast responses (Ajax) Fast iterations: test, evaluate Usability
24. Who do we listen to? Professional media is valued in the same way as private blogs.
25. (change tires on your car)
26. Confused? Who should I trust? To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down. Cluetrain Manifesto www.cluetrain.com 1999
27. The long tail
28. How did we get here? <ul><li>Social trends </li></ul><ul><ul><li>Broadband, a generation of webbies (bloggers, social networks, IM) creators! </li></ul></ul><ul><li>Business trends </li></ul><ul><ul><li>Utilize the long tail, web services, insight about user value, openness </li></ul></ul><ul><li>Technology trends </li></ul><ul><ul><li>XML, agile development, maturity of web browsers </li></ul></ul>
29. <ul><li>User-created! </li></ul><ul><li>Profitable! </li></ul>Bungy jump – the insurance
31. Agenda <ul><li>Web trends </li></ul><ul><li>Web strategy and social media </li></ul><ul><li>SEO and viral marketing </li></ul><ul><li>The long tail of social media </li></ul>www.vimeo.com
32. Web strategy Long-term purpose and goals. Assess business demands. Navigate through company politics. Understand user needs, human behavior, competition, partners, stakeholders All tools and technology; strengths, weaknesses, limitations, costs. Inspired by Jeremiah Owyang - www.web-strategist.com/ User Experience Business Tools frustration unprofitable in- efficiency
33. A web strategy can be broken down by activity <ul><li>Business: </li></ul><ul><ul><li>what are the business goals for this activity and what demands does this place on the solution? time, money, number-crunching... </li></ul></ul><ul><li>User Experience: </li></ul><ul><ul><li>in what context do we want to be seen (how do visitors find the site), what expectations do the visitors have based on these contexts? </li></ul></ul><ul><ul><li>what do we want the visitor to experience when he/she is on the website and when he/she has left the website? </li></ul></ul><ul><ul><li>design, color, language, images, interaction design... </li></ul></ul><ul><li>Tools: </li></ul><ul><ul><li>what tools can help us reach our business and user goals? </li></ul></ul>
35. The Company
36. Internally What do employees need to know? What does management need to know? Who is best at providing that information? What tools do we provide for collecting and sharing knowledge?
37. Externally What do stakeholders want to know about us? What do we want to know about the stakeholders? Who is best at providing that information? What tools to we provide to collect and share knowledge?
38. Web communication 2.0 news blogs social media web services web communication
39. Where do we want to go?
40. Are they talking about your company? Do they have good ideas? Are they active in social media? Are you in?
41. What’s stopping us? <ul><li>Ignorance </li></ul><ul><li>Fear / worry </li></ul><ul><li>” Our employees will expose our secrets” </li></ul><ul><li>” Our employees will make us look bad” </li></ul><ul><li>” Our stakeholders will give us a hard time” </li></ul><ul><li>” We will be up to our necks in mean comments” </li></ul><ul><li>” It will be embarassing...” </li></ul>
43. The ignorant firewall... Corporate Censorship: Half of Employers block Facebook Behavioral rules on Second Life
44. <ul><li>What value can </li></ul><ul><li>social media </li></ul><ul><li>bring companies? </li></ul>
45. Social media... <ul><li>increases sales </li></ul><ul><li>contributes to market intelligence </li></ul><ul><li>encourages self-support </li></ul><ul><li>give us opportunity to build better products </li></ul><ul><li>add to an authentic conversation that the market appreciates </li></ul><ul><li>reaches target groups </li></ul><ul><li>motivates target groups </li></ul>
46. Corporate Storytelling <ul><li>Corporate Storytelling identifies, harvests and packages companies’ true (usually) stories about themselves, their clients, products and services. This it to mobilize and use them in brand building , marketing and in the ongoing work with values, company culture and identity.. </li></ul><ul><li>As such, the stories support recruitment and business operations . They are important resources next to the numbers, tables and diagrams. They are a part of the organisation’s cultural capital and can of course also be used all the way into commercial messages . </li></ul>
47. Dove Film 2 1 min 16 s http://www.youtube.com/watch?v=7-kSZsvBY-A Film 1 1 min 14 s http://www.youtube.com/watch?v=hibyAJOSW8U
48. Summary <ul><li>Social applications on the internet are a goldmine for Corporate Storytelling . </li></ul>
49. Project blogs
52. Multimedia press releases
53. Use your community!
55. <ul><li>IHT </li></ul><ul><li>Arla </li></ul><ul><li>Web services, not websites </li></ul><ul><li>Connect people </li></ul><ul><li>Make your content portable, don’t lock it down </li></ul>The decentralised website
56. Agenda <ul><li>Web trends </li></ul><ul><li>Web strategy and social media </li></ul><ul><li>SEO and viral marketing </li></ul><ul><li>The long tail of social media </li></ul>www.vimeo.com
57. Evolution of search engines <ul><li>Anonymous FTP sites (Archie) </li></ul><ul><li>Robots / Crawlers (*crash*) </li></ul><ul><li>Web directories </li></ul><ul><li>Spiders (RBS) </li></ul><ul><li>Search directories (Aliweb) </li></ul><ul><li>Excite (Architext – concept-based) </li></ul><ul><li>Yahoo (David Filo, Jerry Yang) </li></ul><ul><li>AltaVista (natural language, boolean, tips) </li></ul><ul><li>Meta Engines (compilations, mashups) </li></ul><ul><li>Google </li></ul><ul><li>Limited area search engines </li></ul><ul><li>Relevancy ranking based on backlinks </li></ul><ul><li>Natural language searching </li></ul><ul><li>Clustering/cataloging information </li></ul><ul><li>Image searching </li></ul><ul><li>Multilingual searching and translations </li></ul><ul><li>The shift to simplicity </li></ul>1993 1990 1994 1995 1997
61. SEO – What is it? <ul><li>Making sure that a website appears in the top results in the search engine results for specific keywords. The core ambition is to increase volume of traffic to the website. </li></ul><ul><li>Making sure that search engines easily can read the content on a website and that users, who are looking for the type of content that you are offering, can find you. </li></ul>
62. SEO – the tools <ul><li>Title </li></ul><ul><li>Headings </li></ul><ul><li>Links </li></ul><ul><li>Content </li></ul><ul><li>Other aspects (permalinks, age…) </li></ul>User-Centric
63. SEO <ul><li>The SEO business exists solely because people who build and run websites do not know what they are doing . If people and companies managed the structure of their websites, gave them good titles and headings and texts that are target group oriented there would be no need for companies that work only with search engine optimisation. </li></ul>
64. But it’s no small potato <ul><li>In Sweden: </li></ul><ul><li>Search word marketing has grown this year by 67 % </li></ul><ul><li>In two years it has grown by 560 % </li></ul><ul><li>Total spending on online advertisements has surpassed printed media in 2008 </li></ul><ul><li>5 billion SEK spent on online media (total media spending 32 billion) </li></ul><ul><li>“ Search word marketing” consists of both sponsored links and search engine optimisation. </li></ul>
65. The story 330 words (SEO is always dirty)
67. The effect <ul><li>7 blog articles by renound SEO professionals </li></ul><ul><ul><li>each blog post on average 500 words </li></ul></ul><ul><li>Comments on Computer Sweden’s website </li></ul><ul><li>Comments in the blogs </li></ul><ul><li>Debate in the Swedish online SEO Forum </li></ul>13 500 words 28 pages in Word
68. Most read article?
69. Media linking to blogs
70. RSS feeds /
71. Google blog search
74. Statistics – referring sites
75. Statistics – keywords
76. Tactics <ul><li>Who is linking to the article? </li></ul><ul><li>Who is linking to the blogs? </li></ul><ul><li>Who is commenting on the posts? </li></ul><ul><li>Respond! </li></ul><ul><li>Where is the summary of the ongoing discussion? </li></ul>
77. Right here
78. The outcome After analysis, I liked just about everything in Per Axbom’s article except the headline. Of course we are all working with manipulation. That Google (currently) thinks what we do is OK does not mean they always will. In another time we are all black hats.
79. Next-generation SEO / SEM <ul><li>Know the internet </li></ul><ul><li>Know how to search </li></ul><ul><li>By taking part in the online discussions you can control discussions, gain approval, create interest for your ideas and create new business alliances </li></ul><ul><li>If you do not do anything these discussions will take place out of your reach and out of your control. And: The discussions are “permanent” </li></ul>
80. You can never un-Google yourself
81. Online discussions <ul><li>Initiated decisions are taken somewhere else, before you come to the corporate web </li></ul>blogs wikis social networks podcasts user forums artificial branding corporate-speak tagging user films
82. Viral marketing <ul><li>Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness , through self-replicating viral processes , analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet . Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily . Viral promotions may take the form of funny video clips, interactive Flash games, advergames, images, or even text messages. </li></ul>
83. Going viral on Youtube <ul><li>Mobile phone popcorn? </li></ul><ul><li>Will it blend? </li></ul>
84. John Edwards – Feeling Pretty http://www.youtube.com/watch?v=2AE847UXu3Q John Edwards – Hair http://www.youtube.com/watch?v=Y1qG6m9SnWI
85. Viral marketing <ul><li>Hotmail </li></ul><ul><li>Cancerfonden </li></ul><ul><li>DropSend </li></ul><ul><li>Dove </li></ul><ul><li>Subservient Chicken </li></ul><ul><li>Million Dollar Homepage </li></ul><ul><li>Most used method: free </li></ul><ul><li>Tip a friend / e-postcard </li></ul><ul><li>E-books (free whitepapers) </li></ul><ul><li>Free software </li></ul><ul><li>Free knowledge </li></ul><ul><li>Quizzes… </li></ul><ul><li>Interactive video </li></ul>
86. With great power comes great responsibility…
88. Respond! <ul><li>A good user experience </li></ul><ul><li>A story to tell </li></ul><ul><li>Positive feedback </li></ul><ul><li>Reasons to evaluate / measure </li></ul><ul><li>Engagement / Commitment </li></ul>Quick reactions give
89. Short timelines Skilled web team Clear planning Concise documentation information about the user change / reaction
90. Mitt gäng Ideas
91. Agenda <ul><li>Web trends </li></ul><ul><li>Web strategy and social media </li></ul><ul><li>SEO and viral marketing </li></ul><ul><li>The long tail of social media </li></ul>www.vimeo.com
92. ok, what is the long tail? 80/20-rule, Pareto Principle, the law of the vital few, principle of factor sparcity
93. but seriously, why is the long tail making everybody horny? Source: gapingvoid : "cartoons drawn on the back of business cards" http://www.gapingvoid.com/Moveable_Type/archives/002693.html
94. so really... bye bye 80/20 rule, welcome long tail... We sold more books today that didn’t sell at all yesterday than we sold today of all the books that did sell yesterday. - Amazon-employee in his blog
95. excuse me, but WHAT!? the books we sold yesterday and today (every day) the books that are less often sold are more than the books that are sold everday business business development
96. ok, i get it... sort of. explain social media? Social media are people communicating with each other online. Blogs Microblogs Social networks Chat RSS Widgets Social bookmarks Forum Podcasts Video sharing Photo sharing Virtual worlds Wikis and so on... tools enable people experience
97. communicating? why aren’t they watching TV? participation confidence exchange acknowledgement communication
98. why do people persist in this? I write blogs and participate in social networks because I can reach millions of people at once. I like the rush and feel empowered. I like blogs and their ideas. They tell the truth, not like ads. <ul><li>Companies that don't realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity. </li></ul><ul><li>Companies can now communicate with their markets directly. If they blow it, it could be their last chance. </li></ul><ul><li>Companies need to realize their markets are often laughing. At them. </li></ul><ul><li>Companies need to lighten up and take themselves less seriously. They need to get a sense of humor. </li></ul><ul><li>Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view. </li></ul><ul><li>cluetrain manifesto </li></ul>
99. how did this happen? <ul><li>people are social – we live in communities – we share experiences – we seek company, friends, like-minded </li></ul>social networks allow us to be people – only more efficiently
101. do I really have to care? 36% 32% of active Internet users look more positively upon companies that have blogs of active Internet users trust blogger’s views on products and services Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. - Cluetrain Manifesto 1999. McCann Social Media Tracker, Wave 3, March 2008
102. but seriously: isn’t it just a passing fad? Wikipedia 4,000,000 articles Youtube 100,000,000 movies Blogs >200,000,000 blogs Second Life 1,500,000 inhabitants Facebook 90,000,000 members Myspace 185,000,000 members 66% 30,197 18,226 Middle East - Africa 33% 53,248 40,098 Latin America 9% 131,255 120,848 North America 35% 165,256 122,527 Europe 23% 200,555 162,738 Asia Pacific 25% 580,510 464,437 Worldwide Percent Change Jun-08 Jun-07 Unique Visitors (000) Social Networking Growth by Worldwide Region June 2008 vs. June 2007 Total Worldwide Audience, Age 15+ - Home and Work Locations Source: comScore World Metrix 19% 21,041 17,638 Skyrock Network 32% 24,017 18,200 BEBO.COM 41% 34,028 24,120 Orkut 50% 37,080 24,675 FRIENDSTER.COM 100% 56,367 28,174 HI5.COM 3% 117,582 114,147 MYSPACE.COM 153% 132,105 52,167 FACEBOOK.COM 25% 580,510 464,437 Social Networking 11% 860,514 778,310 Total Internet : Total Audience % Change Jun-2008 Jun-2007 Total Unique Visitors (000) Worldwide Growth among Selected Social Networking Sites June 2008 vs. June 2007 Total Worldwide Audience, Age 15+ Home and Work Locations Source: comScore World Metrix 1055% 11,931 1,033 Latin America 403% 14,951 2,974 Middle East - Africa 458% 20,712 3,712 Asia Pacific 303% 35,263 8,751 Europe 38% 49,248 35,698 North America 153% 132,105 52,167 FACEBOOK.COM % Change Jun-2008 Jun-2007 Total Unique Visitors (000) Worldwide Growth for Facebook.com June 2008 vs. June 2007 Total Worldwide Audience, Age 15+ Home and Work Locations Source: comScore World Metrix
103. hmmm, we’re ahead in the west... Asia’s slipping?
104. look again
105. okay, but what are all these people doing? watching video clips online reading blogs reading personal blogs visiting photo sharing services handling one or more profiles on social networks leaving comments on blogs uploading photos to photo sharing services leaving comments on news sites downloading podcasts running their own blog uploading video clips on video sharing sites subscribing to RSS-feeds 83% 79% 68% 63% 57% 55% 52% 46% 45% 39% 39% 34% McCann Social Media Tracker, Wave 3, March 2008
106. isn’t it a bit embarassing? <ul><li>Earlier users cared much more about personal integrity. People were pissed off when pictures of them turned up on the web and cried that it was upsetting personal integrity. This situation has changed with the wide adoption of social networks. Now, personal expression and exploration are guiding users. We register and publish, willingly, highly private information om what books and films we like – a goldmine for advertisers. </li></ul>Ro Choy, Rock You
107. but how many friends can one person have? close contacts acquaintances ” old” contacts no relation
108. how long is a piece of string?
109. but I can’t take it all in... information we are being suscepted to tid our brain’s ability to handle information
110. so you just plug your brain into the computer? http://nehatiwari.com/2007/11/08/social-network-schizophrenia/
111. sure, but sometimes I just don’t have the energy to participate... identification belonging commitment
112. ok ok, but what does social media have to do with the long tail?
113. people reach reach social networks how many contacts does each person have? how many members does each network have?
114. Per Axbom’s contacts on LinkedIn Aug 22, 2008 Person (1 to 150) Number of contacts
115. reach social network myspace facebook orkut golf link GC website Peter’s blog
116. reach social network identification belonging commitment
117. reach social network level of participation
118. why is participation important? A person who is commited to your product will help market/sell your product A person who feels belonging with your product is a returning customer. A person who identifies with your product buys once.
119. do-it-yourself networks : Ning http://blog.pmarca.com/2007/09/ning-passes-100.html Create the embryo of a social network in 2 minutes use OpenSocial FriendConnect >150 000 (January2008) more that 70% active
120. what? an IKEA for social networks?
122. plug-and-play-network: Google Friend Connect <ul><li>Websites that are not social networks may still want to be social — and now they can be, easily. With Google Friend Connect (see http://www.google.com/friendconnect following this evening’s Campfire One), any website owner can add a snippet of code to his or her site and get social features up and running immediately without programming — picking and choosing from built-in functionality like user registration, invitations, members gallery, message posting, and reviews, as well as third-party applications built by the OpenSocial developer community. </li></ul><ul><li>Visitors to any site using Google Friend Connect will be able to see, invite, and interact with new friends, or, using secure authorization APIs, with existing friends from social sites on the web, including Facebook, Google Talk, hi5, orkut, Plaxo, and more. </li></ul>
123. customer service network: getsatisfaction.com
124. Demand Media : filling up the long tail Demand Media is building the leading vertical media network and world's largest content and social media marketplace connecting content creators, users and publishers on a mass scale. Richard Rosenblatt
125. social media aggregator and directory upload video and podcasts (South Africa) a web app that maps SMS reports of violence by location
126. marketing 2.0 – how many bubbles are there? Listen. Understand. Dive in. Blow your own horn. Discuss. Participate. Share. Control. Inspire. Influence. Engage.
127. the tail can’t fail, right? Lengthen your tail Where are the most committed users? Give them the tools they need to understand and spread the word on your product/service. Think: niche networks, blogs, customer support, your own website, offline research Widen your tail How do I expand the reach of my products/services? Think: accessibility, commited users, offline, new channels engagerad användare med stor räckvidd = jackpot
128. web strategy for social media <ul><li>monitor what people think and say about your company / product </li></ul><ul><li>increased revenu by reaching a long tail of people </li></ul><ul><li>the business can engage people (and technology) to broaden it’s reach </li></ul><ul><li>tools must be simple, cost-efficient and ”plug in” with social media </li></ul><ul><li>reuse common tools on the web with a large user base to create widgets, RSS feeds, video- /photo sharing, etceteras... </li></ul><ul><li>offer a dialogue around the brand </li></ul><ul><li>give away content </li></ul><ul><li>be personal about your company, be open (show real people) </li></ul><ul><li>be where the users are (easy to find) </li></ul><ul><li>create a central profile for the company </li></ul><ul><li>offer quick responses, be first to communicate in a crisis </li></ul>User Experience Business Tools
129. Use the right tool for the job based on the report ”How to choose the right social technologies”, by Josh Bernoff Development speed Communities/suggestions Embracing Development Decrease in calls Forums/wikis/social networks Supporting Support Members, buzz Communities/widgets/ tip a friend (viral) Energizing Sales Awareness, sales Blogs/social networks/UGC Talking Marketing Insight Communities/brand monitoring Listening Research SUCCESS METRICS SOCIAL APPLICATIONS OBJECTIVE FUNCTION