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"Web 2.0" - 101 Introduction: What it is and why it's important

"Web 2.0" - 101 Introduction: What it is and why it's important



This Web 2.0 primer examines the definition, category growth, advertising pros and cons, tactics, and best practices.

This Web 2.0 primer examines the definition, category growth, advertising pros and cons, tactics, and best practices.



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"Web 2.0" - 101 Introduction: What it is and why it's important "Web 2.0" - 101 Introduction: What it is and why it's important Presentation Transcript

  • “ Web 2.0” 101 What it is and why it’s important June 2008
  • Agenda
    • Definition of Web 2.0
    • How fast is the channel growing?
    • Advertising pros and cons
    • Web 2.0 tactics
      • Blogs – RSS
      • Social Networks – Mashups
      • Online videos – Podcasts
      • Wikis – Widgets
      • Folksonomies
    • Best practices
    • What is after Web 2.0?
  • What is Web 2.0?
    • Definition
      • The trend in the use of technology and Web sites that aims to enhance information sharing, creativity, and most notably, collaboration among users. (Source: Wikipedia)
    • Difference between Web 1.0 and Web 2.0
      • The way Web users are getting information has changed from “push” to “pull”.
      • Today, users “pull” content they’re specifically interested in often using Web 2.0 tools.
    Web 1.0 Tactics Banners Email Newsletters Search Marketing Web 2.0 Tactics Blogs Widgets Podcasts RSS feeds Online Videos Social Networks Push Pull
  • How Fast is the Channel Growing?
    • Social network advertising is one of the few Web 2.0 tactics that can be measured, so its spending can be used as a proxy for Web 2.0 spending.
    • eMarketer projects that US online social network ad spending will grow 55% this year.
  • Advertising Pros and Cons
    • Pros:
      • Engaging target audience to interact with a company’s brand.
      • Inviting users to share opinions on a company’s products and services.
      • Allowing businesses to demonstrate the value they place on their customers by inviting interaction in an informal setting.
      • Enabling target audience to show their affinity by becoming a fan and a brand advocate.
    • Key takeaway
      • Facilitates viral marketing.
  • Advertising Pros and Cons
    • Cons:
      • Companies give up some control of how their brand is presented and received.
      • Advertisers must be comfortable with the possibility of receiving negative and conflicting comments and be prepared to address them.
      • No standardized advertising business model yet.
      • Tracking and measurement is difficult.
    • Key takeaway
      • Companies must examine whether the viral and community benefits of Web 2.0 advertising outweigh the risks.
  • Blogs
    • What’s new?
      • Megablogs with paid staffs have overshadowed the voice of individual bloggers.
      • Growing blog categories
        • Celebrity blogs highlight a company's product or service, but also enhance the company's credibility and worth to consumers by tapping into society's obsession with public personalities.
        • Mom bloggers
    • How to advertise?
      • Google AdWords
      • Traditional banner ads
      • Pay people to blog - Payperpost.com
      • Create a company blog
    • Potential client use
      • Grand Hotel
        • Implement a program on an industry blog
  • Social Networks
    • What’s new?
      • Is it a bubble?
        • Social networks are having a hard time generating revenue.
        • There is a lot of competition.
      • Profile sharing
        • Facebook Connect and Google Connect allow users to carry their basic profile information, friends and privacy settings around with them. This profile portability will lead to new forms of contextual and behavioral targeting.
      • Business uses
        • Emergence of B2B social networks.
        • Businesses are creating internal social networks for employees.
      • Microblogging
        • Twitter
    Facebook Connect Twitter
  • Social Networks - continued
    • How to advertise?
      • Display advertising
        • Facebook Social Ads/MySpace HyperTargeting
          • Targeted by gender, location, education level, etc.
      • Create a profile
        • Facebook pages
      • Widgets
      • Emerging opportunities
        • Facebook Beacon
    • Potential client use
      • FCO, New Business
        • LinkedIn - target by industry and position
      • Walsh College
        • Facebook - target by education level
    Profile Social Ads
  • Online Videos
    • What’s New?
      • More and more advertisers are using video on their websites and banner ads.
      • Plug-ins are no longer needed for the most part, the technology is embedded into the video.
    • How to advertise?
      • Sponsor a YouTube channel.
      • Create your own viral video series.
      • Advertise a pre-roll video on a publisher’s site.
    • Potential client use
      • MDEA could encourage users to upload videos pertaining to key brand and product themes. For example, remarkably colorful animations, laser-accurate golf shots, amazing feats of precision and/or ingenuity. Memorable videos will capture people’s attention and can become viral.
    CNet TV
  • Wikis
    • What’s New?
      • Technology that was first developed to edit an online encyclopedia is now being used by companies for additional applications such as:
        • Writing software
        • Mapping cell-phone base stations
        • Launching branding campaigns
    • How to advertise?
      • Wikis are primarily a PR platform. Can be used in conjunction with a branding campaign.
    • Potential client use
      • GMNext.com
        • This is currently live.
    GMNext.com Wiki
  • Folksonomies
    • Social bookmarking, social indexing, social tagging
      • Social bookmarking allows users to store and organize bookmarks of Web sites and pages they find useful and would like to visit again. These bookmarks can be shared with the public or with individuals. Examples:
        • Del.icio.us
        • StumbleUpon
        • Digg
    • What’s new?
      • To increase traffic and spread your content, you should enable users to easily add your articles to their favorite social bookmarking and sharing services by embedding the appropriate buttons on your page.
  • Folksonomies - continued
    • How to advertise?
      • AddThis allows you to add social bookmarking buttons to your pages within minutes. It also enables users to e-mail the article and provides reporting on how your content is being shared. Social Marker is another popular service.
    • Potential client use
      • We should recommend social bookmarking for any clients with corporate blogs.
      • Use social tagging with Mitsubishi and redcord online videos.
    Sample of bookmarks
  • RSS Feeds
    • What’s New?
      • RSS allows people to conveniently read new content posted on a company’s website or blog from your desktop. Your audience is constantly updated is always current without having to remember to visit your site, waste time “surfing”, or registering their email address.
      • This technology has been adapted to online advertising allowing it to stay current.
      • There is speculation that eventually RSS feeds will be adapted for televisions applications.
    Standard RSS Feed
  • RSS Feeds - continued
    • How to advertise?
      • RSS can be accessed via My Yahoo, Netvibes, and a variety of RSS readers. Also, many companies display individual RSS feeds as well as combined feeds on their sites to further enhance readers' experience.
      • Pheedo and Google + Feedburner are a couple companies that allow for RSS advertising and tracking.
    • Potential client use
      • Grand Hotel offers constantly update on banners without
      • having to rebuild the banner.
    Pheedo RSS text ad Pheedo RSS RM ad
  • Mashups
    • What’s new?
      • A web application that combines data from more than one source into a single integrated tool; an example is the use of cartographic data from Google Maps to add location information to real-estate data, thereby creating a new and distinct web service that was not originally provided by either source.
    • How to advertise?
      • Mashups are primarily a content tool and do not support commercial advertising.
    • Potential client use
      • Map for AFV website that incorporates dealer
      • locations, local incentives, vehicle availability,
      • E85 stations, etc.
    Google Maps and Airport Parking Mashup
  • Podcasts
    • What’s new?
      • The medium has moved from being dominated by individual podcasters to an integrated and heavily used tool of radio stations.
    • How to advertise?
      • Companies can create their own podcasts.
      • Advertisers can create an audio commercial to be inserted into a third party podcast.
    • Potential client use
      • Grand Hotel can sponsor a podcast series hosted by local newspaper Web sites.
      • AFV and MD could host podcasts on
      • industry trends.
    NPR Podcast Library
  • Widgets
    • What’s new?
      • Widgets have moved from consumer to business use.
        • Initially begun with consumers using widgets to enhance their personal web experiences, or the web experiences of visitors to their personal sites, corporations are now using to improve their Web sites using syndicated content and functionality from third party providers.
    • How to advertise?
      • Clearspring.com – Create, distribute, and track widgets across the social web.
    • Potential client use
      • MDEA can create a viral widget showing videos
      • and photos of the new TV, automatically updated
      • with newly published stories, testimonials,
      • press releases, etc.
    Honda 336x280 Widget
  • Best Practices
    • Blog ads
      • Use humor or sarcasm. Appeal to reader sensibility with solid copy. Use ads with a timely news hook. Rely heavily on content instead of images.
    • Social networks
      • Users are interested in viewing marketer’s profiles. Engage audience by using branded viral elements and build branded profiles.
    • RSS
      • Tell, don’t sell. RSS ads are about creating relationships with readers. Consumers use RSS to get information in an easy way, so provide them information and build a relationship.
    • Online videos
      • Don’t frustrate the audience. Be entertaining.
  • What is after Web 2.0?
    • Answer: Web 3.0
    • What is it?
      • Definition One – semantic web
        • Web content becomes far more accessible to search engines, making search results more relevant.
      • Definition Two – more bandwith
        • “ If Web 1.0 was a 56 Kbs dial-up connection, and Web 2.0 is a 1.5 Mbps, then Web 3.0 is 10 Mbs” says Reed Hastings, CEO NetFlix.
        • More bandwith allows HD video streaming, larger email inboxes, more photo storage, etc.