Beyond Web 2.0 for Another Country Conference

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social media presentation for authors and publishers at the Another Country Conference

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Beyond Web 2.0 for Another Country Conference

  1. 1. Web 2.0 and Beyond ANOTHER COUNTRY P R E S E N TAT I O N
  2. 2. Agenda - Web 2.0 Basics - Changing Behaviors - Missed Opportunities? - Models and Practices
  3. 3. The Basics
  4. 4. Social Media generally refers to internet media that integrates technology and social interaction
  5. 5. Social Networking Sites are bounded web services that allow users to 1) create a profile, 2) articulate a list of “connected” people and 3) allow viewing and traversing of these lists
  6. 6. 70% of households online Canadians spend more time online After the US, Canada has the most Facebook users in the world
  7. 7. how do people view a website?
  8. 8. at the source?
  9. 9. in email?
  10. 10. on a device?
  11. 11. in Google reader?
  12. 12. on their Yahoo homepage?
  13. 13. in Facebook?
  14. 14. on someone else’s site?
  15. 15. on someone else’s site?
  16. 16. What is RSS? http://www.commoncraft.com/rss_plain_english
  17. 17. The Old Way
  18. 18. The New Way
  19. 19. This is GREAT for a brand
  20. 20. This is GREAT for a HOT brand
  21. 21. What about a manufacturer of industrial blenders?
  22. 22. http://tinyurl.com/3dfum7
  23. 23. http://tinyurl.com/3dfum7
  24. 24. http://tinyurl.com/3dfum7
  25. 25. The biggest problem we face
  26. 26. is access to too much content.
  27. 27. We need filters. who to trust? what to read? what to buy? hot to find things?
  28. 28. Changing Behaviors
  29. 29. • 75 million blogs and climbing • 1.3 billion Internet users • 3.3 billion active mobile subscribers • Canadian broadband users online more hours monthly than any other country • Over 5.9 million canadians on MySpace • 18% of advertising generates positive ROI • Texting is the most widely used data application on the planet • 2 billion users of SMS • 800 million active users of email • 91 million google searches a day • In Japan and Korea, most people access the internet from their mobile device • North American youth visit 7 sites a day
  30. 30. • 75 million blogs and climbing • 1.3 billion Internet users • 3.3 billion active mobile subscribers • Canadian broadband users online more hours monthly than any other country • Over 5.9 million canadians on MySpace • 18% of advertising generates positive ROI What does this mean? • Texting is the most widely used data application on the planet • 2 billion users of SMS • 800 million active users of email • 91 million google searches a day • In Japan and Korea, most people access the internet from their mobile device • North American youth visit 7 sites a day
  31. 31. quot;Media are not extensions of ourselves but interfaces with experiencequot; Michele Perras Beale Institute for Strategic Creativity
  32. 32. connected everywhere
  33. 33. exten sions of our space
  34. 34. definitions of who we are
  35. 35. 1.3 billion Internet users 1.5 billion TV sets 3.3 billion mobile phone subscriptions
  36. 36. Population of the planet: 6.6 billion
  37. 37. SMS messages sent in 2007: 1.9 trillion
  38. 38. The landscape is changing
  39. 39. I don’t log into MSN [chat] anymore. There’s not enough there.” “Too much work” “I want everything on Facebook.”
  40. 40. social media = participatory Your Audience as Publisher
  41. 41. Missed Opportunities
  42. 42. THE EXPERIENCE THE EXPERIENCE THE EXPERIENCE
  43. 43. MYOB Engaged Desire Purchase Build Audiences are not always in Customers or prospects who People here are yearning for These individuals have Why should the relationship shopping for books mode nor are actively engaged with the the book (or author.) We purchased our product(s). with a book end when we’ve are they always thinking about authors, publishers and could say they are likely to While most marketing stops purchased it? Not an easy nut publications. They are out (or content. Context has to be purchase/consume if here, this is where the real to crack, but one which is online) with friends, playing, taken into consideration. presented with the option. Or opportunities begin to emerge. worthy of continued shopping for other things, What needs do we fulfill and at we could say they are already And not for the publisher, but exploration. eating, living, etc. what stages/places in their reading free versions of the for the author. lives? book. They have developed Ideas: beyond engagement to a Ideas: Ideas: Extend our engagement Ideas: deeper level where they desire Extend purchase to beyond the Ability to search a book that efforts to social media sites, Blogs for books underway. more interaction with the physical book. Options for I’ve purchased some time in mobile devices and the like. RSS and social media tools. brand/author/book. PDF or access to searchable or the past. Free PDF with a Find ways to offer deeper Author readings via youtube. even mobile versions. book purchase. Blogs where I value to our future and existing Breaking news on up and Ideas: Updates. How do we stay in can comment directly to the readers so as to be invited into coming storylines/books This is the feeder for touch with the reader? How author, find out about new their lives, versus waiting for (Rowling). Downloadable engagement, really. How can do we give them access to work, etc. Why can’t I search them to come to us. mini-stories to ipod, phone, we expose the writer, his more experiences that continue the book when researching a etc. thinking or his works so that to engage and lead to paper or article I’m writing? people can better engage with purchase? How do we secure Why can’t I listen to it or read him/her. their trust? it on my mobile phone when I’m caught out at the doctor’s office for 3 hours? We are NOT DONE. We should be LOOPING back into engaged, desire, etc.
  44. 44. Instead, we get this. - Dangerous balance between protection and a horrible experience * From my craphammer.ca blog post
  45. 45. Instead, we get this. - Dangerous balance between protection and a horrible experience * From my craphammer.ca blog post
  46. 46. DRM - case in point - Zune - Retaliation and out of control rumors - iPod and iTunes - No retaliation - Consumers using “DRM” without being exposed to it. - Simple and easy to re-authenticate - Close to seamless movement between devices - Simple and straightforward mechanism to “Cheat” the system - built right in
  47. 47. Meet Cory Doctorow - Blog, podcast, news and novels - Gives away his novels for free - creative commons license - 700,000 copies downloaded and climbing - Uses craphound to promote his published books - His work now crossing into new mediums - Options to buy or download for free - http://www.craphound.com/ Source: http://theopenbrand.resource.com/
  48. 48. Meet MuggleNet and Emerson Spartz - 21 year old creator of the ultimate harry potter fansite - Weekly podcast - 50,000+ listeners every week - Won the People’s choice awards - Largest Harry Potter fansite - Now launched his own book at the age of 21 - Working with Rowling to tap into fanbase - http://www.mugglenet.com Source: http://theopenbrand.resource.com/
  49. 49. Models and Practices
  50. 50. Authors: - Build relationships - Market their books/brand - Remain relevant Publishers: - Build relationships - Drive sales - Remain relevant
  51. 51. Rich media devices New eBook CONTEXT iPod bikini Readers drives experience PVRs Console Devices Mobile is King
  52. 52. Get your experience where your audience is
  53. 53. Find your community 4. Share and Support 3. Participate 2. Find and Follow 1. Dive in
  54. 54. Getting Messy
  55. 55. Getting Messy Simple (cause and effect -> best practices) Sense, Categorize, Respond Complicated (many interconnected but understandable r/ships) Sense, Analyze, Respond Complex (many unknowns, understandable in hindsight) Probe, Sense, Respond Chaotic (can’t predict. don’t know relationships) Act, Sense, Respond
  56. 56. Engagement Pyramid
  57. 57. Community evangelist Transparent: Real Person Value: Bringing value to conversation Participate: Active in the community
  58. 58. Go deep and micro
  59. 59. Go deep and micro
  60. 60. Dat’s all folks
  61. 61. Moi Sean Howard Experience Design and Research my blog: craphammer.ca my twitter: twitter.com/passitalong my email: thecraphammer@gmail.com TODAY’S PRESENTATION: http://tinyurl.com/?????
  62. 62. Sources “Social Network Stats: Facebook, MySpace, Reunion (Jan, 2008)”, Jeremiah Owyang, http://tinyurl.com/3qcta4 “Blogger, Sans Pajamas, Rakes Muck and a Prize”, NY Times, 25 Feb 2008, http://tinyurl.com/2ydtnj Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Justin Kirby and Paul Marsden, Butterworth-Heinemann “Thought Piece: Mobile Telecoms Industry Size 2008”, Tomi T Ahonen, www.tomiahonen.com “Social Network Sites: Definition, History, and Scholarship”, Danah M. Boyd, http://jcmc.indiana.edu/vol13/issue1/ boyd.ellison.html “Wikinomics: How Mass Collaboration Changes Everything”, “A community of community managers on Twitter”, Marketing Nirvana, http://mariosundar.wordpress.com/2008/04/08/a- community-of-community-managers-on-twitter/ “MTV Asia ‘Being Young’”, http://www.slideshare.net/ianstewartmtv/mtv-asia-being-young?src=embed “Micro Interactions”, David Armano, http://www.slideshare.net/darmano/micro-interactions/
  63. 63. Images beggs, Flickr, http://www.flickr.com/photos/beggs/ (Series) ernoldiño, Flickr, http://www.flickr.com/photos/kouchi/ moostive, Flickr, http://www.flickr.com/photos/mrasoulov/ David Armano, logic+emotion, http://darmano.typepad.com/logic_emotion/ Travelin' Librarian, Flickr, http://www.flickr.com/photos/travelinlibrarian/ RSS in Plain English, Common Craft, http://www.commoncraft.com/rss_plain_english
  64. 64. Images eBoy, O’Reilly Poster, http://hello.eboy.com/eboy/2007/05/18/orm_makeposter_20tpng-th/ Where’s My Jet Pack, http://wheresmyjetpack.blogspot.com/2008/03/not-what-we-had-in-mind.html Davd Armano, Micro Interactions, http://www.slideshare.net/darmano/micro-interactions/ iphone: Will it Blend?, BlendTec, http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone Oude School, Flickr, http://www.flickr.com/photos/oudeschool/

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