Web 2.0 refers to new online trends that allow two-way communication and collective intelligence, such as social networking and viral marketing. Businesses can benefit from Web 2.0 by using tools like company blogs, which allow them to communicate directly with customers and increase their search engine rankings. Research shows that blog readers are more likely to purchase products online and spend more than non-blog readers. Company blogs have also shown benefits like building communities, gathering customer feedback, and boosting sales within the first month of starting a blog.

1. Web 2.0 What does it mean and how is it changing the way we use the web? Jenna Godwin Art of Jen Web Development www.artofjen.com November 6, 2008

2. What is Web 2.0? Definition Examples Why is it important? Why does it work? How can it benefit my business? What are the pitfalls?

3. What is Web 2.0? Confused? You are not alone! Web 2.0 is a catch-all buzzword for new online trends and innovations. Because of this, the actual definition can be confusing and it means different things to different people. For our purposes, we will concentrate on those Innovations that effect business and marketing: Innovations that allow for two-way communication and collective intelligence - aka social networking and viral marketing.

4. Social Networking Social networking basically refers to a community where one connects and communicates with others on the Internet. Examples Blogs Message Boards / Forums Chat rooms Sites such as MySpace and Facebook Viral marketing

5. Social Networking: A Case Study Southwest Airline’s site combines a blog with a video blog, Flickr photos, news stories, polls, a media center, and social networking links.

6. Viral Marketing: What is all of the hype? Viral Marketing - a marketing phenomenon that facilitates and encourages people to pass along a marketing message. Send to a friend features for web content Videos Contests Social linking sites such as Digg and Delicious Examples

7. Traditional Marketing / Communications Model

8. Traditional advertising Latest trends: • Lower confidence in advertising claims • “ Big impersonal” company reputation • Information overload

9. Enter Web 2.0……… As technology evolved such as web forums, communities, product review sites, blogging, etc., individual web users were given a voice.

10. Web 2.0 Marketing / Communications Model

11. Web 2.0 = Word of Mouth on Steroids Why people are listening: • Real People • Relate-able • No stake in my purchase • On my side • Collective intelligence

12. Collective Intelligence Sites such as Digg and Delicious and product review sites combine information from many users to create collective Intelligence.

13. RESEARCH BRIEF: DAILY MARKET AND MEDIA INTELLIGENCE July 2006 of online users research products online before buying them in person or in a store. 87 %

14. How can Web 2.0 benefit my business?

15. Comscore, 2005 ( http://www.clickz.com/showPage.html?page=3526591) of all American Internet users, visited a blog in the first quarter of 2005. 30 %

16. Comscore, 2005 ( http://www.clickz.com/showPage.html?page=3526591) The average blog reader viewed 77 percent more pages than the average Internet user who doesn't read blogs. 77 %

17. Blog visitors are more likely to make an online purchase and tend to spend more on that purchase. Blog readers buy more Comscore, 2005 ( http://www.clickz.com/showPage.html?page=3526591)

18. A word about seo..… Keywords - a list of words describing your website’s content that could be used as search terms when using a search engine. 2 Major factors in search engine optimization: Keywords Links from other websites

19. Company Blogs Company blogs allow your company to not only talk about their company and product line, but it also allows the online community to see the personal side of the company. At the same time, by using keywords in your blog, you can increase your site’s search engine rankings. Conservative Less Conservative

20. Company Blogs: Why should my company have one? BACKBONE MEDIA, 2005 http://www.backbonemedia.com/blogsurvey/ Scale: 1 = Not a factor, 2 = Some, 3 = Important, 4 = Very important, 5 = Primary reason 5 4 3 2 1 Reasons companies have blogs 4% 6% 8% 20% 13% 18% 21% 23% 34% 46% 48% 52% 13% 25% 28% 26% 33% 32% 34% 37% 34% 24% 27% 31% 32% 23% 23% 19% 26% 20% 20% 18% 11% 21% 18% 13% 18% 21% 25% 19% 14% 13% 15% 10% 10% 6% 3% 4% 3% Build a community 10% A way to get information quickly to customers 13% Increasing sales 10% A way to get feedback from my customers 17% Boost search engine positions 14% Increase link popularity 17% RSS syndication 15% Gather feedback on a product or service 25% Customer service 32% A way to get interview requests from journalists 4% Thought leadership 0% Another way to publish content and ideas

21. Company Blogs: Why should my company have one? BACKBONE MEDIA, 2005 http://www.backbonemedia.com/blogsurvey/ Scale: 1 = First week, 2 = First month, 3 = 2-3 months, 4 = No results 4 3 2 1 Results companies have received 39% 38% 46% 25% 29% 13% 12% 12% 12% 18% 13% 6% 35% 28% 19% 15% 13% 25% 32% 22% 16% 9% 12% 3% 16% 19% 15% 29% 20% 40% 26% 43% 43% 15% 13% 18% 59% A way to get information quickly to customers 29% Thought leadership 23% Boost search engine positions 30% Build a community 22% Increase link popularity 39% Gather feedback on a product or service 31% A way to get feedback from my customers 21% Respond to negative comments 15% Increasing sales 10% A way to get interview requests from journalists 62% RSS syndication 74% Another way to publish content and ideas

22. Company Blogs: Why should my company have one? BACKBONE MEDIA http://www.backbonemedia.com/blogsurvey/ 2005

23. Company Blogs: Why should my company have one? RSS Feeds Blogs can be published through RSS feeds, which your visitors can subscribe to in order to be notified once your blog is updated. In addition, when you use a service such as TypePad: Whenever you post a new entry, TypePad notifies Google, Technorati and other search engines via the Six Apart Update Stream Connect your blog feed to FeedBurner for seamless updating

24. Manage your Online Reputation It is a good practice to search for your company name and product name(s) regularly. • Participate in the converation • Disprove any false information • Link to your website People may be talking about you…. Twist a pen, open a lock

25. In summary The definition of Web 2.0 means different things to different people. For business and marketing purposes, arguably the most important aspect is the changes in how people communicate. People tend to trust what is communicated through Web 2.0 technologies because of the aspects of collective intelligence and word of mouth. Businesses can benefit from utilizing Web 2.0 technologies by contributing to or creating online conversations.

26. Questions?

27. Thank You