Web 2.0 & Social Media


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- What's Web
- How Web Work
- Why Web
- What's Web 2.0
- Web VS Web 2.0
- Web 3.0
- Social Media & Web 2.0
- Why Social Media
- Classification of Social Media
- Mobile Social Media
- Mobile Social Media Types
- Social Media & Business Potential
- Social Media Criticisms
- Creating A Social Media Strategy
- The 5 W‟s of Social Content Distribution
- Setting Up Platforms
- Dos & Don'ts of Social Media

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Web 2.0 & Social Media

  1. 1. Social Media & Web 2.0 Dasun Hegoda Software Engineer
  2. 2. What we are going to talk ● What's Web ● How Web Work ● Why Web ● What's Web 2.0 ● Web VS Web 2.0 ● Web 3.0 ● Social Media & Web 2.0 ● Why Social Media ● Classification of Social Media
  3. 3. What we are going to talk ● Mobile Social Media ● Mobile Social Media Types ● Social Media & Business Potential ● Social Media Criticisms ● Creating A Social Media Strategy ● The 5 W s of Social Content Distribution‟ ● Setting Up Platforms ● Dos & Don'ts of Social Media
  4. 4. What's Web
  5. 5. What's Web ● The World Wide Web or WWW, commonly known as the web is a system of interlinked hypertext documents accessed via the Internet. ● With a web browser, one can view web pages that may contain text, images, videos, and other multimedia and navigate between them via hyperlinks. ● HyperText Markup Language is the main markup language for creating web pages and other information that can be displayed in a web browser.
  6. 6. What's Web ● The Internet is the large container, and the Web is a part within the container. ● It is common in daily conversation to abbreviate them as the "Net" and the "Web", and then swap the words interchangeably. ● But to be technically precise, the Net is the restaurant, and the Web is the most popular dish on the menu. ● Tim Berners-Lee is a British computer scientist, best known as the inventor of the World Wide Web.
  7. 7. How Web Works
  8. 8. How Web Works
  9. 9. Web Server ● The term web server can refer to either the hardware (the computer) or the software (the computer application) that helps to deliver web content that can be accessed through the Internet. ● The primary function of a web server is to deliver web pages to clients. ● The communication between client and server takes place using the Hypertext Transfer Protocol (HTTP). Pages delivered are most frequently HTML documents
  10. 10. Web Browser ● A web browser (commonly referred to as a browser) is a software application for retrieving, presenting and traversing information resources on the World Wide Web. ● An information resource is identified by a Uniform Resource Identifier (URI/URL). ● Hyperlinks present in resources enable users easily to navigate their browsers to related resources. ● The major web browsers are Google Chrome, Mozilla Firefox, Internet Explorer, Opera, and Safari.
  11. 11. IP address & DNS ● An Internet Protocol address (IP address) is a numerical label assigned to each device participating in a computer network that uses the Internet Protocol for communication. ● The Domain Name System (DNS) is a hierarchical distributed naming system for computers, services, or any resource connected to the Internet or a private network
  12. 12. Why Web
  13. 13. Why Web ● Online Business Face and Identity ● Global Business Reach ● Competitive Advantage ● Works 24/7 ● Cheapest Office Space ● Competitive Advantage ● New Advertising Opportunities ● Improved User Experience
  14. 14. What's Web 2.0
  15. 15. Web 2.0 ● Web 2.0 describes World Wide Web sites that use technology beyond the static pages of earlier Web sites. ● Although Web 2.0 suggests a new version of the World Wide Web, it does not refer to an update to any technical specification, but rather to cumulative changes in the way Web pages are made and used. ● A Web 2.0 site may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to Web sites where people are limited to the passive viewing of content.
  16. 16. Web 2.0 ● Examples of Web 2.0 include social networking sites, blogs, wikis, folksonomies, video sharing sites, hosted services, Web applications. ● Web 2.0 sites allow users to do more than just retrieve information. Instead of merely 'reading', a user is invited to 'write' as well, or contribute to the content available to everyone in a user friendly way.
  17. 17. Web 2.0 Characteristics ● Rich user experience ● User participation ● Dynamic content ● Metadata(data about data) ● Web standards ● Scalability ● Openness, freedom ● Collective intelligence by way of user participation
  18. 18. Web 2.0 Usage ● Podcasting ● Blogging ● Tagging ● Curating with RSS ● Social bookmarking ● Social networking ● Web content voting
  19. 19. Web 2.0 Technologies ● The client-side (Web browser) technologies used in Web 2.0 development include Ajax and JavaScript frameworks such as YUI Library, Dojo Toolkit, MooTools, jQuery, Ext JS and Prototype JavaScript Framework. ● Ajax programming uses JavaScript to upload and download new data from the Web server without undergoing a full page reload.
  20. 20. Web 2.0 Technologies ● To allow users to continue to interact with the page, communications such as data requests going to the server are separated from data coming back to the page (asynchronously) ● On the server-side, Web 2.0 uses many of the same technologies as Web 1.0. Languages such as PHP, Ruby, Perl, Python, as well as Enterprise Java (J2EE) and Microsoft.NET Framework, are used by developers to output data dynamically using information from files and databases.
  21. 21. Web VS Web 2.0
  22. 22. Web VS Web 2.0
  23. 23. Web 3.0
  24. 24. Web 3.0 ● Definitions of Web 3.0 vary greatly. ● Some believe its most important features are the Semantic Web and personalization. ● Web 3.0 is where "the computer is generating new information", rather than humans. ● The Semantic Web aims at converting the current web, dominated by unstructured and semi-structured documents into a "web of data". ● The Semantic Web stack builds on the W3C's Resource Description Framework (RDF).
  25. 25. Web 3.0
  26. 26. Web 3.0
  27. 27. Social Media & Web 2.0
  28. 28. Social Media ● Social media has been around since humans began to talk. One of the first signs of human social media was cave wall paintings. Some of the earliest forms of social media were not digital. ● Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. ● A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user- generated content.
  29. 29. Social Media ● Social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co- create, discuss, and modify user-generated content. ● Social media have gone beyond simply social sharing to building reputation and bringing in career opportunities and monetary income ● Facebook, Twitter, LinkedIn, Youtube, Instagram
  30. 30. Social Media
  31. 31. Why Social Media ● Increase awareness of your brand ● Grow traffic to your website ● Increase sales of your products ● Get feedback on your products and services ● Help customers with issues ● Connect directly with consumers ● People are going online to find what they are looking for ● 24/7 available
  32. 32. Why Social Media ● A small budget can create big results ● Global audience ● Customer loyalty ● Wealthier than an average audience ● Most of the social medias are free
  33. 33. Classification of Social Media ● Social media technologies take on many different forms including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking. Technologies include blogging, picture- sharing, vlogs, wall-posting, music-sharing, crowdsourcing and voice over IP, to name a few.
  34. 34. Classification of Social Media ● Collaborative projects (for example, Wikipedia) ● Blogs and microblogs (for example, Twitter) ● Social news networking sites (for example, Digg and Leakernet) ● Content communities (for example, YouTube and DailyMotion) ● Social networking sites (for example, Facebook) ● Virtual game-worlds (e.g., World of Warcraft) ● Virtual social worlds (e.g. Second Life)
  35. 35. Classification of Social Media
  36. 36. Mobile Social Media ● Mobile social media refers to the combination of mobile devices and social media. ● This is a group of mobile marketing applications that allow the creation and exchange of user-generated content. ● Due to the fact that mobile social media run on mobile devices, they differ from traditional social media by incorporating new factors such as the current location of the user (location-sensitivity) or the time delay between sending and receiving messages(time-sensitivity).
  37. 37. Mobile Social Media Types ● Space-timers (location and time sensitive): Exchange of messages with relevance for one specific location at one specific point in time (e.g., Facebook Places; Foursquare) ● Space-locators (only location sensitive): Exchange of messages, with relevance for one specific location, which are tagged to a certain place and read later by others (e.g., Yelp; Qype)
  38. 38. Mobile Social Media Types ● Quick-timers (only time sensitive): Transfer of traditional social media applications to mobile devices to increase immediacy (e.g., posting Twitter messages or Facebook status updates) ● Slow-timers (neither location, nor time sensitive): Transfer of traditional social media applications to mobile devices (e.g., watching a YouTube video or reading a Wikipedia entry)
  39. 39. Social Media & Business Potential ● Marketing research ● Communication – company-to-consumer ● Sales promotions and discounts ● Relationship development and loyalty programs ● Social media reach gives wide range of audience across the globe ● Quick information dissemination ● Large target market opportunity ● Social media advertising
  40. 40. Social Media & Business Potential Examples ● Facebook, Twitter ● Raise awareness through likes and shares ● Creating Ads ● Fine-tuned Targeting ● Discoverable new markets ● Offers & discounts ● Keep your customers up to date.
  41. 41. Social Media & Business Potential Examples ● LinkedIn ● LinkedIn Recommendation is the ultimate way to boost your company’s credibility and gain new clients. ● LinkedIn allows you to make your profile information available for search engines to index. ● LinkedIn Groups represent a fantastic opportunity for businesses to network and grow.
  42. 42. Social Media Criticisms ● Exclusiveness - danger of social networking sites is that most are silos and do not allow users to port data from one site to another. ● Trustworthiness - Readers do not trust it is as a reliable source of information. ● Privacy ● Reliability ● Ownership of social media content ● Effects on interpersonal relationships
  43. 43. Creating A Social Media Strategy ● 1 .Do your research ● Understand your target market –what other sites, apps, competitions, events or information your target market seeking ● What is the competition doing? ● How are other brands using social media?
  44. 44. Creating A Social Media Strategy ● 2. Create a social media policy for your organisation ● What is the main focus of your social media? Fundraising, community building, customer service, information distribution ● Who will be responsible for the tone and content? ● Do staff post as people or brand? ● How do you deal with negative feedback/comments?
  45. 45. Creating A Social Media Strategy ● 3. Choose appropriate platforms & develop a consistent brand across all platforms ● 4. Develop a content and posting strategy – how often? What kind of content? ● 5. Develop an engagement strategy – who will respond and comment on your platforms? Who will go out and comment on others?
  46. 46. Creating A Social Media Strategy ● 6. Connect with your established donors, members, volunteers and staff. They will lead you to more people like them ● 7. Link your platforms for greater traction ● 8. Monitor the results and report back internally and externally ● 9. Do more of what works and let go what doesn’t – it is all about quality content
  47. 47. The 5 W s of Social Content Distribution‟ ● Who is your audience? ● Who are the people most likely to be interested in your content? ● Is there a particular demographic (age, location, income level, experience) that you think would like your content? ● Ideally, you will select and share content on social media based on the audience you re hoping to attract.‟
  48. 48. The 5 W s of Social Content Distribution‟ ● Where are you sharing your content? ● Text, Photos, Videos, Blog posts ● How will you choose to tell the story of your content? ● Each social post is like a microstory – and should be told as a complete package all it s own.‟
  49. 49. The 5 W s of Social Content Distribution‟ ● Where are you sharing your content? ● Different networks = different audiences ● Facebook = works for most everything consumer ● Twitter = needs lots of real-time edge / snarky edge – most tweets are pretty much gone from consciousness in 45 seconds, unfiltered and requires a LOT of posts to snag lurkers ● Google+ = great for SEO, hangouts, tough for engagement Pinterest = best for style, travel, health/fitness and food, gaining traffic strength in other categories
  50. 50. The 5 W s of Social Content Distribution‟ ● Where are you sharing your content? ● Instagram = really great for brand building / photos short videos – no traffic impact yet (no clickthroughs) ● LinkedIn = great for job search, finance, money and other B2B content ● Don t forget answer sites / communities - If you have a‟ lot of reference content, don t forget communities where‟ people discuss particular topics and provide advice – they may already be sharing your content there.
  51. 51. The 5 W s of Social Content Distribution‟ ● Where are you sharing your content? ● All = Yahoo! Answers, ● Travel = TripAdvisor ● Technology = Stack Overlow ● Books = Goodreads ● Joining these communities and being a helpful member can allow you to contribute to the conversation around the content.
  52. 52. The 5 W s of Social Content Distribution‟ ● When are you sharing it? ● Time of day matters. ● Most people are active on social media during leisure / down times – breakfast, lunch, dinner, primetime, late night, weekends. ● Posting content during these windows will increase the chance that your content will be seen and engaged with. If you have a global audience, post at these times around the world.
  53. 53. The 5 W s of Social Content Distribution‟ ● Why are you doing this in the first place? ● Traffic to your site ● Customer service ● Offers and deals ● Starting conversation / relationship building ● If you have set goals in mind, you ll be better able to‟ plan your content ahead of time. ● If you don t have set goals in mind, it makes it much‟ harder to be successful.
  54. 54. Setting Up Platforms ● Picking platforms where you they manage communication • What types of content to do you have? • Who is writing the communication? • How are you telling them about your communication channels? • How can they talk back? ● You don’t have to be everywhere. Focus on platforms that deliver useful information and use the content you have or can create.
  55. 55. Setting Up Platforms ● Corporate blog ● Facebook page ● Twitter account ● Tumblr ● Instagram ● Google+ ● Pinterest ● YouTube
  56. 56. Setting Up Platforms ● Good Corporate blogs ● Update with useful and engaging content for consumers and press alike ● Feature rich media content and integrate all external social channels ● Tell stories about their brand exceptionally well ● Integrate share buttons on their blog ● Let people leave comments and feedback.
  57. 57. Setting Up Platforms ● Good Corporate blogs ● http://googleblog.blogspot.com ● http://blog.aol.com/ ● http://blog.stackexchange.com/
  58. 58. Setting Up Platforms ● Good Facebook Brand Pages ● Select their posts based on the likelihood to start conversations ● 3-5 posts per day if you have content for them ● Ask questions and inspire responses ● Use Timeline to tell a historical story and cover photo to give your brand a visual edge ● Use Facebook tabs to promote their brand and encourage new likes
  59. 59. Setting Up Platforms ● Good Facebook Brand Pages ● Starbucks ● Red Bull ● Mitsubishi
  60. 60. Setting Up Platforms ● Good Twitter Brand Pages ● Have define the purpose of your Twitter (communication, support, deals/specials) and the persona behind it - human or robot ● Don’t tweet too much - 10-15 per day is the sweet spot for most accounts ● Respond to people promptly when they reach out ● Write compelling calls to action - inspire the next click ● Use Twitter for real-time/regular communication
  61. 61. Setting Up Platforms ● Good Twitter Brand Pages ● The Linux Foundation ● Mitsubishi Motors ● Domino's Pizza
  62. 62. Setting Up Platforms ● Visual Platforms ● “Build a content museum” – curate or create one thing at time ● Use each platform meet a slightly different user interest ● Drive your content towards a business goal when possible (a page view, a purchase, a signup, a visitor to your store) ● Use success to refine your content personas
  63. 63. Setting Up Platforms ● Good YouTube Channels ● Create customized background ● Build playlists of your favorite videos ● You can now create videos on YouTube without a camera youtube.com/create ● Add annotations to your video to encourage people to subscribe ● Use video responses when someone asks a question in the comments
  64. 64. Setting Up Platforms – What To Listen ● As part of your strategy set measurable objectives ● Use a tool like Google analytics to analyse where your social media is working, how long people stay on your site, what actions they take etc ● Many platforms to measure social media impact ● www.twittercounter.com ● www.bitly.com
  65. 65. Measure Your Efforts ● Multiple Platforms - don’t create a single message ● Solicit Feedback - don’t make questions complicated ● Go Behind the Scenes - don’t share confidential details ● Engage with Clients - don’t spam people ● Help Others - don’t post unnecessary info ● Showcase Products - don’t be repetitive ● Expand Your Reach - don’t go hashtag crazy ● Build Relationships - don’t forget to respond
  66. 66. Setting Up Platforms – Summary ● Understand Your Audience ● Define Your Goals ● Research & Listen ● Plan Your Strategy ● Measure ● Not All Social Sites Will Work for You ● Integrate What's Right For You
  67. 67. Dos & Don'ts of Social Media ● Multiple Platforms - don’t create a single message ● Solicit Feedback - don’t make questions complicated ● Go Behind the Scenes - don’t share confidential details ● Engage with Clients - don’t spam people ● Help Others - don’t post unnecessary info ● Showcase Products - don’t be repetitive ● Expand Your Reach - don’t go hashtag crazy ● Build Relationships - don’t forget to respond
  68. 68. That's it