@jussisolja / jussisolja.com
@DaGood / danielgoodall.com
@r2r0 / artojoensuu.com
@anssimakela /
Don’t aim anssimakela.com
@Jussipekka / erkkola.net
at creating WOM.
Aim to exceed &
disrupt expectations.
LEARNINGS FROM #w2e San Francisco
2009

“People don’t just connect
to other people. People
connect around social
objects.”
- Jyri Engeström, Google/Jaiku
http://www.slideshare.net/jyri/building-sites-around-social-objects-web-20-expo-sf-2009#

Soundcloud.com - Music / MP3 –files as social objects.

Building websites around social
objects
1. Define your social object
2. Define your verbs
3. Make the objects shareable
4. Turn invitations into gifts
5. Charge the publishers - not the
spectators
- Jyri Engeström, Google/Jaiku

“RT @davekim: since
optimizing for social media,
Telegraph UK has upped traffic
from Digg from 500K to 5.5M
pageviews monthly #w2e”

“You don’t own a community.
If you are lucky the community
will allow you to help them.”
- Jeff Jarvis, excerpt from “What Would Google Do?”

“Community managers live
in the service of the
community and the
individuals in it”
- Micki Krimmel, Mickipedia.com

“Everyone in the company
should be a community
manager.”
- Micki Krimmel, Mickipedia.com

“Content on the web is not just
about what.
It’s what, why, how, for whom,
by whom, with what, when,
where, how often, what next.”
Kristina Halvorson, Brain Traffic
http://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Kristina Halvorson, Brain Traffic
http://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

“Spoken like a human.
Written like a human.”
Kristina Halvorson, Brain Traffic
http://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Content Community
Strategy managers
Continuous
content
cycle
Audience

Emotional Functional
Kristina Halvorson, Brain Traffic
http://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Emotional Functional
Kristina Halvorson, Brain Traffic
http://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Emotional Functional
- Kristina Halvorson, Brain Traffic
http://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-

“Ambient searches are the
future. Using sensors built into
to mobile devices to gather
information and then
automatically pushing the right
content to users.”
- Jyri Engeström, Google/Jaiku

“The companies that thrive in
web 2.0 are the companies
that use the web as a platform
to harness the collective
intelligence.”
- Tim O’Reilly
http://blip.tv/file/1947371/

“Future of the web?
Web 2.0 + World = Web
Squared”
- Tim O’Reilly
http://blip.tv/file/1947371/

“Don’t build everything
yourself. License / use
excisting tools and build on
those.”
- Tim O’Reilly
http://blip.tv/file/1947371/

“Facebook created the trusted
online identity. They created a
cultural norm. It's ok & even
expected of you to share your
life online.”
- Clara Shih, Salesforce.com, author of
“The Facebook Era”

“Social media is so important
because we are swinging back
toward humanity.”
- John Maeda, President of RISD

“Real life is the original social
media: Events are becoming
more and more crucial.
Offline as the kick-off and
culmination and online as the
enabler of continuous
dialogue.”

“Key to social marketing: Be a
human. Even better: be a
Tummler. Tummlers are the
people at Yiddish parties who
encourage group
participation”

“Role of brands in social
media:
Spark conversations &
enable interaction around
your social objects”

“Focus on building
social capital aka
whuffie. The money
will follow.”
- Tara Hunt, HorsePigCow.com

“Give to get”

“There is no such thing
as a social media
campaign.
It’s all about ongoing
relationships.”

“Engaging social media
is PR, marketing,
product development &
customer service all
rolled into one.”

“Make happiness your
business model.”
- Tara Hunt, HorsePigCow.com

Brands are getting on board…
48 social media managers @ Dell
Dedicated social media team @ Coca-Cola.
Mission: #1 Social Brand in the world @
Ford.

stick to your core competency: the internet is the ultimate BS detector #w2e
#w2e design for the two percent (influencers) and also for the others. Two tiers needed.
RT @RGreenberg: Key to succesful and meaningful business tweeting, engage in conversation,
#w2e Dont just tweet business info
Build something simple and let it evolve. #w2e
RT @motivationmama: RT @gwenbell Social media is so important because we are swinging
back toward humanity. John Maeda, Pres of RISD #w2e
money spent on marketing is money taken away from product development #w2e
if you're invited to a dinner party, don't turn up to sell tuppaware" - Schultz #w2e
"Tummlers are the people at Yiddish parties who encourage group participation" - Schultz #w2e
"you don't create community, you create the conditions for community" - Oberkirch #w2e
#w2e ad agencies used to be the authorities on understanding and affecting user behaviour.
Today it's the social media & web 2.0 startups.
Go for the opportunity for dialogue rather than legal shutdown of "bad" content online. #fordw2e
#w2e
Companies tend to have a campaign-approach to social media whereas they should look at it as
a continuos activity. #fordw2e #w2e
For more quotes & buzz from Web 2.0 San Francisco:
http://search.twitter.com/search?q=%23w2e

@DaGood / danielgoodall.com
@r2r0 / artojoensuu.com
@anssimakela / anssimakela.com
@Jussipekka / erkkola.net
@jussisolja / jussisolja.com