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  • Think about Joes Pizza versus Pizza Hut
  • Transcript

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