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This is the presentation I gave in Syracuse for Time Warner Cable Business Class.

This is the presentation I gave in Syracuse for Time Warner Cable Business Class.

Published in: Business, Technology

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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. “Going to Taste of Syracuse.” “Going to the Tusk for a beer.” “Heading to Dino for dinner.” “Going to see some dude present social media stuff”
  • 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 Syracuse 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 you or your agents can’t update or create your own Wikipedia page. Offer a customer a free big ticket item to get in there.
    • Or hire an ad agency that understand their way around Wikipedia.
  • 63. Yelp
  • 64. Yelp
    • Yelp is a local search engine.
    • Searching for your company on Yelp in Syracuse.
    • 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. Google Maps “A”
  • 76. Add your business
  • 77. Opportunity
  • 78. Your website
    • This is slide 78. 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.
  • 79. This is how a huge brand does it
  • 80. The Axe Effect
  • 81. My site
  • 82. 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
  • 83. 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.
  • 84. So what now?
    • Create a digital presence for your brand that’s optimized for local communities looking to search for you.
  • 85. 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.
  • 86. 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.
  • 87. So what now?
    • Then, develop a strategy to get involved.
    • Because more and more people are already getting involved.
    • With, or without you.
  • 88. One last thing
    • The second most popular page on Facebook is the Coke Page
    • Started and run by fans
    • Welcome to Web 2.0!
  • 89. Questions
    • ?

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