What Next For Your Web Strategy

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

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

Shift Happens! In the next 8 seconds….

34 babies will be born

5 in India

4 in China

1 in US

not even 1 here

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-you-know-20.html

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

What is Social Media? people having conversations online

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

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

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

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

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

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.

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

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

What is a web community?

An online community is an interactive group of people joined together by a common interest.

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

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

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

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

What is ICAEW doing with ion?

Winning awards:

“Best New Web 2.0 Initiative”

Web 2.0 Strategies 2008

Some other examples SocialMediaToday.com

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 ”

Discussion

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%20document%20AW%203_20080418124523.pdf

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=UTF8&s=books&qid=1215492000&sr=1-2 , http://sethgodin.typepad.com/

The Cluetrain Manifesto - http://www.cluetrain.com/

ICAEW online networks – http://www.ion.icaew.com

Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] 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