Overview for Strategic Social Media Class
by kellimatthews on Mar 29, 2009
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The intro lecture, drawing on Cluetrain and Groundswell. Case study: LEGO AFOLs.
The intro lecture, drawing on Cluetrain and Groundswell. Case study: LEGO AFOLs.
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Brands Connecting
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Web 2.0 - social computing - putting the “I” in user interface, and the “we” into webs of social participation.
Web 3.0 - the semantic web - representing meanings, connecting knowledge, and putting these to work in ways that make our experience of internet more relevant, useful, and enjoyable.
SYNTAX: The letters and symbols that make up communications.
SEMANTICS: The meaning behind the symbols.
Martin Luther’s 95 theses and the Cluetrain’s 95 theses were meant to change the power base. In the 15th century, the change was to take the power away from the church and put it in the hands of the people. In the 20th, the change was to take the power away from corporations and put them in the hands of the people. In the latter, the people (the markets) were already taking the power back.
There are also parallels with the manifesto terminology, too, obviously. The idea of sharing the means of production (conversation, word of mouth)
Adult fans are 5 - 10% of annual business
an enthusiastic, engaged kid will spend $50 a year
No need to build a new community. community is about connecting, not about controlling. If the community you want to reach is already out there, respect that. If LEGO had tried to replicate LUGNET the international lego users group network, it wouldn’t been a recipe for failure
the short run of sets sold out in 3 months.
You can buy this set today for about $800 on Amazon.
These are not just “shiny new gadgets.” These are new ways to share information, collaborate, connect.
Among respondents who say they have trusted blog content for purchase decisions in the past, over half (52%) say blogs played a role in the critical moment they decided to move forward with a purchase.
For frequent readers, blog links appear to have a similar impact as a trusted recommendation from a person (a response from 39% of survey participants).