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  • Think about Joes Pizza versus Pizza Hut
  • Albany

    1. 1. A brief look at Web 2.0 Brought to you by Time Warner Cable Business Class Twitter use #TWCBC
    2. 2. This presentation is brought to you by
    3. 3. Time Warner Cable Business Class
    4. 4. This is me
    5. 5. This is also me:
    6. 6. This is also me:
    7. 7. Social media presence <ul><li>I’m going to talk about social media for your business </li></ul><ul><li>But first, personal versus professional </li></ul>
    8. 8. Social media presence
    9. 9. Social media presence
    10. 10. Personal vs Professional <ul><li>Use these tools personally because playing with them helps </li></ul><ul><li>If you know why someone might use Twitter, then you’ll better understand how to use it for your business </li></ul>
    11. 11. THE INTERNET
    12. 12. Web 1.0 – a little history <ul><li>The web was information-based when it started (and many of us put up online brochures) </li></ul><ul><li>Websites weren’t often updated </li></ul><ul><li>Nor did they really have goals </li></ul><ul><li>And geography didn’t matter as much </li></ul><ul><li>It was a monologue approach to a dialogue medium. </li></ul>
    13. 13. <ul><li>This is web 2.0 </li></ul>
    14. 14. Buy this “ Did you see this?” “ Yeah, Waddja think?” “ Fail . Not convinced” “ I luv it.” “ Really ? Why?” “ Do you know what it does?” “ Tell me..” “ Well , I tried it on my 2 kids And…” Pam: Joanne: Abby: Jen : John : Dave: Joanne: Mitch: Sara: WOW Brand X:
    15. 15. 1.0 2.0
    16. 16. Web 2.0 <ul><li>Web 2.0 is a community (O’Reilly Media). It isn’t a message to a consumer, it’s a consumer interaction. </li></ul><ul><li>Instead of a website (updated by someone you pay) </li></ul><ul><li>Big or small brands can have a digital presence. </li></ul><ul><li>Where they can have a real conversations. </li></ul><ul><li>With other real people. </li></ul><ul><li>Easily. </li></ul>
    17. 17. Web 2.0 <ul><li>Wikipedia has 4,000,000 articles. </li></ul><ul><li>YouTube has more than 1,000,000,000 videos. </li></ul><ul><li>There are perhaps as many as 200,000,000 blogs. </li></ul><ul><li>If people are online, chances are they are using a social network. </li></ul>
    18. 18. Web 2.0 <ul><li>Again, so what? </li></ul><ul><li>People trust the recommendations of other consumers more than they trust our ads. </li></ul><ul><li>And they realize that they can use social media sites to get opinions, voice opinions, and get recommendations about your brand. </li></ul><ul><li>Without marketers. </li></ul>
    19. 19. Social Networks
    20. 20. What is a social network? <ul><li>Were you impressed by all the logos? </li></ul><ul><li>Obviously logos are only part of the story </li></ul><ul><li>Before we dive deeper into these logos, we should think about what’s different here. </li></ul>
    21. 21. TRADITIONAL MEDIA DIGITAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer
    22. 22. Web 2.0 <ul><li>The tools of Web 2.0 exist because people like to share </li></ul><ul><li>2 nd Law of Social Networking…people will share twice as much this year as they shared in the previous year </li></ul><ul><li>People use social media sites to get opinions, voice opinions, and get recommendations </li></ul>
    23. 23. Why does Web 2.0 matter? <ul><li>People trust the recommendations of other consumers more than they trust our ads. </li></ul><ul><li>They use social media sites to get opinions, voice opinions, and get recommendations about your company. </li></ul><ul><li>With or without you. </li></ul><ul><li>On that happy note, lets dive in. </li></ul>
    24. 24. A DEEPER DIVE
    25. 25. Social Networks
    26. 26. #1 Facebook <ul><li>Facebook is one of the best known social networks. </li></ul><ul><li>With 300 million members and 250,000 new users a day </li></ul><ul><li>The fastest growing segment is 25+ </li></ul><ul><li>50% of all Canadians have a profile! </li></ul>Source: http://www.facebook.com/press/info.php?statistics
    27. 27. Facebook <ul><li>Facebook is based on the premise of connecting people who they already know. </li></ul><ul><li>It especially works locally </li></ul>
    28. 28. Facebook <ul><li>This is my mini-feed </li></ul><ul><li>This is my profile </li></ul><ul><li>This is my info </li></ul>
    29. 29. Facebook <ul><li>Everything that’s blue is clickable. </li></ul><ul><li>Facebook calls this the social graph, and it’s the reason for its connectivity </li></ul>
    30. 30. Facebook Page <ul><li>Facebook offers brands a tool called Pages. Pages are a free presence on Facebook for people to engage with a brand. </li></ul><ul><li>Here are some examples: </li></ul>
    31. 32. Facebook Pages
    32. 33. Facebook <ul><li>The brilliance of Facebook is the social graph. </li></ul><ul><li>Everything is linked. It’s Facebook’s opinion that people’s favorite books, movies, etc say something about them socially. </li></ul><ul><li>People will associate with brands on Facebook because we’ll crafted brands say something about someone’s personality. </li></ul>
    33. 35. LinkedIn is a business social network. <ul><li>LinkedIn is the business social network. </li></ul><ul><li>It’s fast-becoming one of the best ways to get jobs and connect to people in your category. </li></ul><ul><li>It’s a worldwide networking tool that isn’t based on geography. </li></ul>
    34. 37. LinkedIn <ul><li>Groups </li></ul>
    35. 38. LinkedIn <ul><li>Answers </li></ul>
    36. 39. LinkedIn <ul><li>People create profiles in LinkedIn. They refer each other, answer questions, join groups. </li></ul><ul><li>From those profiles, LinkedIn creates a picture of the company. </li></ul>
    37. 40. LinkedIn
    38. 41. LinkedIn <ul><li>LinkedIn: 67% of users saying they use their profile to “make new business or professional contacts” </li></ul><ul><li>If you’re on LinkedIn, it uses profile data to create the business profile. </li></ul><ul><ul><li>Source: Pew Internet & American Life Project Survey December ‘08 </li></ul></ul>
    39. 43. Twitter <ul><li>Twitter is a micro-blogging platform that lets people update their networks on the minutia of life. In 140 characters or less </li></ul><ul><li>Twitter is an excellent way to interact with both of your target markets. </li></ul>
    40. 44. Twitter <ul><li>There are a lot of brands that are part of the everyday life of people. “Enjoying Albany? Make sure you make it out to Lark Street and Bombers Burrito Bar. :p.” “MsExclusiveness: Running around Albany. Working out with all these hills.” </li></ul>
    41. 45. Twitter <ul><li>If your brand is part of people’s lives, then it can be part of their twitter life. </li></ul><ul><li>Visit search.twitter.com and see. </li></ul><ul><li>At worst, a search for Albany will show you the community of people you could attract. </li></ul>
    42. 46. Twitter <ul><li>This is search.twitter.com </li></ul>
    43. 47. Twitter <ul><li>We created Twitter pages for Remington </li></ul>
    44. 48. Remingtonfaceofsuccess.com/ema
    45. 49. To recap <ul><li>A few ways to think of Twitter: </li></ul><ul><li>A way to pull people in. </li></ul><ul><li>A way to get your keywords. </li></ul><ul><li>A way to create characters </li></ul>
    46. 50. Gottawannaneeda <ul><li>We have a client called Bojangles’ </li></ul><ul><li>Instead of registering Twitter.com/bojangles we registered Twitter.com/gottawannaneeda. </li></ul><ul><li>Because the tag line is Gottawannaneedagettahava Bojangles. </li></ul><ul><li>So it makes people think about what we’re all about instead of just who we are. </li></ul>
    47. 51. We’ve used Twitter <ul><li>This is what one of the people said after an interaction: </li></ul><ul><li>“ this is probably the greatest day of my life. it’s advertising genius really. I’ve never felt closer to a company in all my life.” </li></ul>
    48. 52. Delicious
    49. 53. Delicious <ul><li>Social bookmarking is the solution to never having to e-mail a link home. </li></ul><ul><li>It’s also a way to prove smarts. Remember this from my e-mail signature. Go there to read about social media: </li></ul>
    50. 54. Delicious
    51. 55. Delicious <ul><li>But consider how this can work for your website. </li></ul><ul><li>This can be the dynamically updated what’s new section of a website. </li></ul>
    52. 59. How it’s done <ul><li>A non-programmer from EMA has a Google alert for Epsom Salt. Google alerts are free, and send him an e-mail (alert) when Epsom Salt is mentioned. </li></ul><ul><li>He saves the alert to his Epsom Salt Delicious page and it’s automatically updated on the Epsom Salt What’s New page. </li></ul>
    53. 60. Wikipedia
    54. 61. Wikipedia <ul><li>People sign on. People interact. People police the place, checking updates, etc. </li></ul><ul><li>People take pride in the place. That’s the essence of a an online world. Or network. </li></ul>
    55. 62. Wikipedia <ul><li>Is your company there? Should it be? </li></ul><ul><li>Wikipedia is one of the highest things that pops up in Organic Google Search. </li></ul><ul><li>BTW, it’s Wikipedia’s official policy that everything needs to be unbiased. So just give the facts. </li></ul>
    56. 63. Yelp
    57. 64. Yelp <ul><li>Yelp is a local search engine. </li></ul><ul><li>Searching for your company on Yelp in Albany. </li></ul><ul><li>If it’s there, read reviews by people. </li></ul><ul><li>If it’s not, ask your best customers to review it. Make a sign at the register: “Like our business? Review it on Yelp.com.” </li></ul>
    58. 65. Yelp
    59. 66. Yelp <ul><li>“ But what if someone says something bad?” </li></ul><ul><li>What if someone writes that your service was bad. Your food was bad. Your handiwork was bad. </li></ul><ul><li>Wouldn’t you want to know and address it? </li></ul><ul><li>Isn’t this a great chance to respond? </li></ul><ul><li>Control your part, and the reviews will be good. </li></ul>
    60. 67. Meet Google
    61. 68. Google is a tool <ul><li>You type something in, and it returns to you the most relevant thing for you. </li></ul><ul><li>Every day, they spend millions trying to make it work better. </li></ul><ul><li>The path to purchase almost always starts online. </li></ul><ul><li>Many of your potential customers might start there. </li></ul>
    62. 69. Google <ul><li>Note the first question: </li></ul>
    63. 70. Google and Maps <ul><li>Maps are a legitimate return for many of the Google searches people do in Western New York. </li></ul><ul><li>Honest dry cleaner. </li></ul><ul><li>Cheap lunch. </li></ul><ul><li>Business Internet. </li></ul>
    64. 71. Social Search <ul><li>Search is evolving back to where it started. </li></ul><ul><li>Yahoo.com started as a people search engine. Google came along and didn’t take the people out of it, but gave our links all the juice. </li></ul><ul><li>With the ability to connect and review, we’re getting back to social search. Someone can go to Twitter, Yelp, Facebook, Wikipedia and even Google and ask their networks about a particular thing. </li></ul>
    65. 72. Google Maps
    66. 73. Google Maps <ul><li>So lets take a look at how this works. </li></ul>
    67. 74. Google Maps
    68. 75. Add your business
    69. 76. Your website <ul><li>This is slide 81. The slide about your website. </li></ul><ul><li>If you have one, keep it. </li></ul><ul><li>Add analytics. </li></ul><ul><li>Don’t let it be an online brochure </li></ul><ul><li>Instead, link to Yelp reviews. Show off your Twitter feed. Promote your Facebook page. Turn your site into your social hub. </li></ul>
    70. 77. This is how a huge brand does it
    71. 78. The Axe Effect
    72. 79. My site
    73. 80. So what now? <ul><li>Good question. I suggested you: </li></ul><ul><li>Set goals. </li></ul><ul><li>Start a Facebook page. Just to play with its interaction. </li></ul><ul><li>Search Twitter. </li></ul><ul><li>Create a LinkedIn Profile. </li></ul><ul><li>Check Yelp. Check maps.google.com. Do a deep search on Google </li></ul>
    74. 81. So what now? <ul><li>Encourage content. </li></ul><ul><li>Find content, good or bad. </li></ul><ul><li>Amplify the good. </li></ul><ul><li>Address the bad. If someone complains online, it’s your chance to sell like crazy. </li></ul>
    75. 82. So what now? <ul><li>Create a digital presence for your brand that’s optimized for local communities looking to search for you. </li></ul>
    76. 83. The change from social media <ul><li>This presentation isn’t about the tools. It’s about the shift that is taking place in the marketplace. </li></ul><ul><li>When brands can reach out to a customer who was just venting, you can sense the change. </li></ul><ul><li>People realize it’s easy for brands to listen. And when they realize it’s easy, they will expect us to listen. </li></ul>
    77. 84. The change from social media <ul><li>Which brings up ROI. </li></ul><ul><li>What if the ROI is the Risk of Ignoring? </li></ul><ul><li>Maybe nothing. But the act of listening and responding means a brand is prepared. </li></ul>
    78. 85. So what now? <ul><li>Then, develop a strategy to get involved. </li></ul><ul><li>Because more and more people are already getting involved. </li></ul>
    79. 86. One last thing <ul><li>The second most popular page on Facebook is the Coke Page </li></ul><ul><li>Started and run by fans </li></ul><ul><li>Welcome to Web 2.0! </li></ul>
    80. 87. Questions <ul><li>? </li></ul>

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