Digital Communication - Social Media and Web 2.0

IBERIA 2.0

WHAT THE @#$%^ IS WEB 2.0???
The term "Web 2.0" is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design and collaboration on the World Wide Web. Examples of Web 2.0 include web-based communities, hosted services, web applications, social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies. AWeb 2.0 site allows its users to interact with other users or to change website content, in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them.

Communication
Connection
Collaboration/Co-creation
Collection/ Categorization
Collective wisdomization
Customization
Conversation
Communitization

Youcannot make the user shut up!!!

Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development. If you are online you are using social media
Asian markets are leading in terms of participation, creating more content than another region
All social media platforms have grown significantly over the three Waves
Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3
57% have joined a Social Network, making it the number one platform for creating and sharing content
55% of users have uploaded photos
22% of users have uploaded videos
The widget economy is real
23% of social network users have installed an application
18% of bloggers have installed applications in their blog templates
Blogs are a mainstream media world-wide and as a collective rival any traditional media
73% have read a blog
The blogsphere is becoming increasingly participatory, now 184m bloggers world-wide– The number one thing to blog about is personal life and family
China has the largest blogging community in the world with 42m bloggers, more than the US and Western Europe combined
Social media impacts your brands reputation
34% post opinions about products and brands on their blog
36% think more positively about companies that have blogs
Some fact from around the world…
Source: Universal McCan

Or in other words… Websites that your secretary is visiting during work hours…
Too manyto choose from…

Just by being present in social media isn't social media. Talking, discovering and building relationships are. what you do is important, not the technology you use.

Try to Be the GUY that sits on this seat!
She has an opinion about you!
Be Honest, Natural , Listen, Careand try toHELP…But really just be yourself!

Thesamegoes for them, too!
Do not presume that no one is talking about you or is not interested in what you have to say…

Competitors are Talking, discovering and building relationships
To name a few….

What you have already
Well, it seems you are on the pretty much on the ground…

Whatyou can do more…

Which one should you chose???
Both… actually… So answer the PHONE
Tweet or FB a flight status, a promo on that Mallorca flight or simply congratulate your follower & regular customer Maria for her 32nd birthday!

Why don’t you let people tagthemselves on FB or Flickr in on their favorite seat?
Wouldn’t that be great insight on your customer?
How about if you link that info with you booking system?
What are the chances that Jose-Maria and Pedro like the same 7A and be on Flight ?

Start blogging…
Ask the CEO to post once a week
Ask Jorge, the baggage handler, to describe his day
Allow a stewardess to journal her day off in Montevideo … through a blog
But please do not pay anybody to write flattering stories about you!!!

A picture is worth thousand words…
Organize a contest on FlickR.comfor those that take photos from the Iberia planes.
Show how beautiful is the world under Iberia’s wings.

Social Networks
Number of fans/friends/contacts acquired
Number of comments/likes to updates on status
Number of discussions started on groups or pages
Number of fan videos uploaded and comments on them
Number of fan photos uploaded and comments on them
Number of comments left on profiles
Number of questions answered
Share Networks
Number of times the photo or video has be viewed
Number of times the photo or video has been favorited
Number of friends/subscribers to your account or channel
Number of links/embeds to photo of video
Number of comments photo or video has obtained
Number of video responses
Rating level of video or photo by users
Publishing Networks
Number of active members
Number of new subscribers
Number of posts made
Number of replies to posts you make
Number of private messages you receive/answer
Measure
and

The user is all these things
I don’t see why you cannot be, either…
You?

BorislavKiprin
MDMK2010 IE Business School
e: bkiprin.mdmk2010@alumno.ie.edu
b: http://borislavkiprin.wordpress.com
twitter: @borislavkiprin
LinkedIn: http://www.linkedin.com/in/borislavkiprin

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Digital Communication - Social Media and Web 2.0

by Borislav Kiprin on Dec 13, 2009

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Digital Communication - Social Media and Web 2.0 — Webinar Transcript