Web 2.0 and Social Media

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Web 2.0 and Social Media - with inputs from Marta Kagan, based on her presentation What the F*** is Social Media.

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  • Participation,Folksonomy
  • http://www.time.com/time/business/article/0,8599,1678586,00.html?xid=newsletter-weeklyafter other social networks, the most clicked-on category of sites was search engines, with 11.6% of all downstream visits. Web-based e-mail services were next with 8.5%. Blogs came in third in popularity at 6.1%, claiming more than four times the number of visits to traditional news sites, which logged 1.5% of downstream visits.Perhaps a more interesting — and more accurate — way to figure out where college students are going online is to assess which of the 172 web categories tracked by Hitwise get the most hits from 18- to 24-year-olds. Here's a shocker: Porn is not No. 1. Currently, for web users over the age of 25, Adult Entertainment still ranks high in popularity, coming in second, after search engines. Not so for 18- to 24-year-olds, for whom social networks rank first, followed by search engines, then web-based e-mail — with porn sites lagging behind in fourth. I
  • Since its creation in 2001, Wikipedia has grown rapidly into one of the largest reference Web sites, attracting at least 684 million visitors yearly by 2008. There are more than 75,000 active contributors working on more than 10,000,000 articles in more than 250 languages.
  • http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
  • Universal McCann Comparative Study on Social Media Trends April 2008http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
  • Inc.com in 2005: “On average, Americans are subject to some 3,000 essentially random pitches per day. Two-thirds of people surveyed in a Yankelovich Partners study said they feel “constantly bombarded” by ads, and 59% said the ads they see have little or no relevance to them.” http://www.inc.com/magazine/20050801/future-of-advertising.html
  • http://www.briansolis.com/2007/06/future-of-communications-manifesto-for.html
  • Social media impacts your brand’s reputation
  • Social media impacts your brand’s reputation
  • Social media impacts your brand’s reputation
  • Source: McCann study
  • Gen Y tends to rely on their network of friends and their recommendations, not traditional ads. "Ads that push a slogan, an image, and a feeling, the younger consumer is not going to go for,'' says James R. Palczynski, retail analyst for Ladenburg Thalmann & Co. Instead, they respond to "humor, irony, and the unvarnished truth."
  • , and all are considered real friends despite not having met many in person. A decade ago, this demographic may have only frequently communicated with 5-10 good friends at their school and have infrequent communication with fellow classmates. Now, new technologies like social networks, Xbox live, twitter and IM make it easier to stay in closer communication with more people, including friends across the country and world made online. 2007 global study from MTv, Nickelodeon and Microsoft
  • Gen Y tends to rely on their network of friends and their recommendations, not traditional ads. "Ads that push a slogan, an image, and a feeling, the younger consumer is not going to go for,'' says James R. Palczynski, retail analyst for Ladenburg Thalmann & Co. Instead, they respond to "humor, irony, and the unvarnished truth.”Source: Why Gen Y Is Going to Change the Web – ReadWriteWeb http://www.readwriteweb.com/archives/why_gen_y_is_going_to_change_the_web.php
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • Participate as a contributor and not a marketer.
  • Forget control. This is about enabling conversations, facilitating connections & “engagement” and eventually, if you lay the foundation well, you’ll have the ability to INFLUENCE. But never to control.
  • Create a playground for your target audience – then get out of their way…
  • Web 2.0 and Social Media

    1. 1. 7/25/2010<br />© Shantanu Adhicary, Final Year Industrial Engg. | 2008-2009 | With Inputs from: Narayanan Hariharan: Director- The Mantra and Marta Kagan: Social Evangelist and Online Marketing Pro<br />1<br />www.gapingvoid.com<br />
    2. 2. What’s<br />Your <br />Dream?<br />2<br />www.germwork.net<br />
    3. 3. 3<br />Web 1.0 <br />The web as you knew it<br />
    4. 4. 4<br />Anonymity<br />Publishing<br />Personal Websites<br />Page Views<br />Directories(taxonomy)*<br />CMS<br />Domain Name Speculation<br />Giving and Receiving<br />
    5. 5. 5<br />sharing<br />Pay per Click<br />WIKI<br />SEO<br />Podcasting<br />Folksonomy<br />rss<br />design<br />Video<br />Ajax<br />WEB 2.0<br />Blogs<br />CSS<br />Social Media<br />SEM<br />Usability<br />XML<br />PARTICIPATION<br />Audio<br />The Long Tail<br />Joy of Use<br />
    6. 6. 6<br />
    7. 7. 7<br />It says....<br />“ Web 2.0 is a massive social experiment<br />This is an opportunity to build a new kind of international understanding, not politician to politician, great man to great man, but citizen to citizen, person to person.<br />It's a chance for people to look at a computer screen and really, genuinely wonder who's out there looking back at them. ”<br />Where have you been…???<br />
    8. 8. 8<br />
    9. 9. 9<br />What’s Social Media?<br />
    10. 10. SOCIAL MEDIA <br />IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO.http://www.wikipedia.org<br />
    11. 11. “Social media <br />is people having conversations online.”<br />
    12. 12. The conversations are powered by…<br /><ul><li> Blogs
    13. 13. Micro Blogs
    14. 14. Online Chat
    15. 15. RSS
    16. 16. Widgets
    17. 17. Social Networks
    18. 18. Social Bookmarks
    19. 19. Message Boards
    20. 20. Podcasts
    21. 21. Video Sharing Sites
    22. 22. Photo Sharing Sites
    23. 23. Virtual Worlds
    24. 24. Wikis</li></ul>(…just to name a few)<br />
    25. 25. But Why Should I Care..?<br />13<br />
    26. 26. Reason #1<br />SOCIAL-NETWORKING SITES ARE OFFICIALLY MORE POPULAR THAN MOST SITES.<br />TIME, OCTOBER 13, 2007<br />
    27. 27. Almost 4,000,000articles<br />
    28. 28. >100,000,000 videos<br />(65,000 new videos/day)<br />
    29. 29. 200,000,000<br />blogs<br />
    30. 30. 1.5 million <br /> residents<br />
    31. 31. 73% <br />of active online users have read a blog<br />Source: Universal McCann Comparative Study on Social Media Trends April 2008<br />
    32. 32. 45% have started their own blog<br />
    33. 33. 39% <br />subscribe to an RSS feed<br />
    34. 34. 57% <br />Have joined a social network<br />
    35. 35. 55% have uploaded photos<br />
    36. 36. 83% <br />have watched video clips<br />
    37. 37. The Fact is<br /> “IN 2008, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.”<br /> IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008 <br />
    38. 38. Web 2.0 is not a fad<br />IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.<br />
    39. 39. The old communication model was a monologue.<br />
    40. 40.
    41. 41. Only 18% of <br />TV ad campaigns generate positive ROI<br />
    42. 42. 90% of people who can skip TV ads, do.<br />
    43. 43. The average person is exposed to<br />3000<br /> advertising messages/day<br />
    44. 44. 14%<br />ONLY<br /> OF PEOPLE TRUST ADVERTISEMENTS.<br />
    45. 45. Reason #2<br />78%<br />OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS.<br /> NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007<br />
    46. 46. Obvious, Isn’t it?<br />14%<br />78%<br />
    47. 47. The new communication modelis a dialogue.<br />
    48. 48. Which means it’s….<br />Which makes it<br />TRANSPARENT<br />INCLUSIVE<br />AUTHENTIC<br />VIBRANT<br />CONSUMER-DRIVEN<br />
    49. 49. “Content is the new democracy and we the people, are ensuring that our voices are heard.”<br />Brian Solis, “The Social Media Manifesto”<br />
    50. 50. Reason #3<br />PEOPLE ARE TALKING ABOUT YOUR BRAND. <br />RIGHT NOW.<br />
    51. 51. 34%<br /> post opinions about products & brands on their blog<br />
    52. 52. 36% think more positively about companies that have blogs <br />
    53. 53. 32%<br /> trust bloggers’ opinions on products & services <br />
    54. 54. Welcome to the future.<br />SOURCE: UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008<br />
    55. 55. Tomorrow’s consumers are today’s “digital natives.”<br />
    56. 56. By 2010, Millenials/Gen Y-ers will outnumber Baby Boomers. <br />
    57. 57. We already wield $350 BILLION/year in direct spending power.<br />
    58. 58. MILLENIALS SPEND >16 HOURS/WEEK ONLINE.<br />
    59. 59. 96% OF THEM HAVE JOINED A SOCIAL NETWORK.<br />
    60. 60. They have an average of <br />53 online friends.<br />
    61. 61. AND WE DON’T CARE ABOUT AN AD. <br />WE CARE WHAT THEIR FRIENDS THINK.<br />
    62. 62. Want to board the 2.0 wagon?<br />Translation:<br />Climb on!<br />
    63. 63. A.<br />Listen.<br />
    64. 64. Immerse yourself in the conversations.<br />(any or all of the above are a good place to start!)<br />
    65. 65. Messages are not conversations.<br />
    66. 66. B.<br />Participate.<br />
    67. 67. social >media<br />Hint: Share some stuff.<br />
    68. 68. IT’S A DIALOGUE, NOT A MONOLOGUE.<br /> Me, too! And isn’t the bartender just dreamy?<br />I absolutely ADORE the food at that restaurant!<br />
    69. 69. C.<br />Relinquish<br />control.<br />
    70. 70. THE GOAL IS TO:ENABLE<br /> INSPIRE<br /> INFLUENCE<br /> &…<br />
    71. 71. D.<br />Engage!<br />
    72. 72. WARNING!!<br /> “Any blog that spins the truth will be found out. In a world of social media honesty is the only policy.”<br />OPEN<br />HONEST<br />AUTHENTIC<br />DIALOGUE<br />
    73. 73. 61<br />The End*<br />*Not quite.<br />
    74. 74. Conceptualized and created<br />by: <br />www.effectworks.com<br />

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