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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.

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 Web 2.0 and Social Media Presentation Transcript

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