What Next For Your Web Strategy

Slide 1: What next for your web strategy? Social media, permission marketing, and the future David Terrar – D²C and WordFrame

Slide 2: Agenda • Shift Happens! • Universal McCann survey • What is Social Media? • Why is Social Media important? • New Marketing • Get Cluetrained up • Social Media is different • Community building and examples • What we do • Discussion • References

Slide 7: Shift Happens! In the next 8 seconds….

Slide 8: Shift Happens! • 34 babies will be born • 5 in India • 4 in China • 1 in US • not even 1 here

Slide 9: Shift Happens! • College graduates in 2006 - 3.1m in India, 3.3m in China, 1.3m in US, less here • Which country is richest, largest military, centre of world business, strongest education system, best standard of living • http://thefischbowl.blogspot.com/2007/06/did-y

Slide 11: USA – 100m, China – 61m, UK – 17.8m, France – 12.8m Total – 475m survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008

Slide 12: What is Social Media? people having conversations online

Slide 15: Social Media is Global and mainstream • 184m Bloggers • 73% of active online users have read a blog • 45% have started a blog • 57% have joined a social network • 55% have uploaded photos • 83% have watched video clips • 39% subcribe to an RSS feed

Slide 16: In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem. IAB Platform Status Report: User Generated Content, Social Media, and Advertising An Overview - April 2008

Slide 20: Who do you trust? • Only 14% of people trust advertisements • 78% of people trust the recommendations of other consumers Nielsen “Trust in Advertising” report – October 2007

Slide 21: New Marketing Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin

Slide 22: Old Marketing New Marketing Limited number of media outlets Countless media outlets Limited physical retail outlets Countless online retail outlets Emphasis on horizontal success (hits) Emphasis o vertical success (niches) Marketing-to-consumer communication Consumer-to-consumer communication Barrier between consumers and makers Permeability between consumers and makers Spam Permission Product line limited by factory Product line limited by imagination Long product cycles Fads Market share Fashion Features Stories Advertising a major expense Innovation a major expense Large overhead = stability Small overhead = low risk Customer support Community support Focus groups Launch and learn

Slide 23: The Cluetrain Manifesto There's a new conversation between and among your market and your workers. It's making them smarter and it's enabling them to discover their human voices. You have two choices. You can continue to lock yourself behind facile corporate words and happytalk brochures. Or you can join the conversation.

Slide 24: Social Media is Counter-intuitive Communications Media Social Media Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation

Slide 25: Why build communities? Customer service Idea generation Co-innovation Amplifying Word of Mouth New Product Development Reputation management Product testing Capturing Knowledge PROJECT COLLABORATION Market research Developer relations Public relations LONG TAIL SALES Employee communications General Marketing Member networking

Slide 26: What is a web community? ►An online community is an interactive group of people joined together by a common interest.

Slide 27: What motivates people to participate? • Expressing themselves • Support • Listening • Sharing • Recognition • Power • The culture of the organization "Culture is a mealy-mouthed way of talking about power.“ - Euan Semple

Slide 28: Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html

Slide 29: What is ICAEW doing with ion? http://www.ion.icaew.com

Slide 30: What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts

Slide 31: What is ICAEW doing with ion? • Winning awards: “Best New Web 2.0 Initiative” Web 2.0 Strategies 2008

Slide 32: Some other examples SocialMediaToday.com

Slide 33: What we do • Business consulting • Web strategy • Enterprise 2.0 advice and solutions • Website design • Web publishing • Building better web communities “think Business, not Technology”

Slide 34: Discussion

Slide 35: References • Shift Happens, the movie, Karl Fisch, Arapahoe High School, Littleton, Colorado - http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html • Shift Happens, the slides http://www.slideshare.net/jbrenman/shift-happens-33834 • Universal McCann survey - http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20docum • What The F**K is Social Media? - http://www.slideshare.net/mzkagan/what-the-fk-social-media?src=embed • IAB Platform Status Report: User Generated Content, Social Media, and Advertising, April 2008 - http://www.iab.net/media/file/2008_ugc_platform.pdf • Nielsen “Trust in Advertising” report, October 2008 - http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf • Seth Godin, Meatball Sundae – http://www.amazon.co.uk/Meatball-Sundae-Seth-Godin/dp/074992831X/ref=sr_1_2?ie=UTF , http://sethgodin.typepad.com/ • The Cluetrain Manifesto - http://www.cluetrain.com/ • ICAEW online networks – http://www.ion.icaew.com

Slide 36: Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: dt@d2c.org.uk and david@wordframe.com w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com