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Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
Web 2.0
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Web 2.0

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When web 1.0 meets web 2.0 there is opportunity

When web 1.0 meets web 2.0 there is opportunity

Published in: Business, Technology
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  • 1. Web 1.0 + 2.0 = a strategy<br />
  • 2. Web 1.0 <br />The first web bubble burst around March, 2000 when the NASDAQ reached its peak. <br />
  • 3. Web 1.0 <br />One cause: <br />The WEBSITE became the first marketing tool that people had to have – without knowing why. <br />
  • 4. Web 2.0 <br />
  • 5. Web 2.0<br />A community is a collection of like-minded people who gather online (and off) to share images, videos, status, presentations, ideas, rants, reviews, opinions. <br />
  • 6. Web 2.0<br />Web 2.0 sites are community platforms; not websites<br />People don’t say, “I am updating my Facebook.com page”<br />And the emerging ability to share anything at anytime from anywhere with mobile devices makes it ubiquitous. <br />
  • 7. Web 2.0<br />Web 2.0 is a community: It isn’t a message to a consumer, its a consumer interaction.<br />It is the conversation people are having on so-called Web 2.0 tools like Twitter, Facebook and blogs. <br />John:<br />“Really?<br />Why?”<br />WOW<br />“Fail.<br />Not convinced”<br />
  • 8. Web 2.0<br />Why does this matter? <br />Because people trust the recommendations of other consumers more than they trust ads. <br />This has always been true. <br />
  • 9. How Web 2.0 is Different<br />Social media is about engagement. <br />Extending a brand into existing online communities – or creating new ones from scratch. <br />Give best customers the ammunition to talk positively about a brand, a news story or an event <br />Used right, it can be an extension of current marketing strategies<br />
  • 10. Web 2.0 is Different<br />Space defined by Media Owner Space defined by Consumer<br />DIGITAL MEDIA<br />TRADITIONAL MEDIA<br />Brand in control Consumer in control<br />One way, brand speaking Two way / a conversation<br />Repeating the message Adapting the message<br />Focused on the brand Focused on the consumer<br />Entertaining Involving<br />Brand created content User created content / Co-creation<br />
  • 11. Web 1.0 + 2.0 = Strategy<br />Digital media has the ability to connect all disciplines. <br />
  • 12. Web 1.0 + 2.0 = Strategy<br />INTERACTIVE DEVELOPMENT<br />How does the website work with the execution. Will there be apps? Tabs? <br />STRATEGY AND CONTENT DEVELOPMENT<br />Why we’re doing it. <br />Digital media<br />DIRECT<br />E-mail blasts<br />ACCOUNT MANAGEMENT<br />Get it all done on time and budget<br />PR/PA <br />How does PR fit?<br />Do we have a crisis team in place? <br />CREATIVE AND CONTENT<br />Be relevant. Create content that can be reused. <br />MEDIA<br />If we build it, will they come? Facebook ads. Etc. <br />
  • 13. Discovery<br />Digital Media Process<br />Strategic Development<br />Validation<br />Implementation<br />
  • 14. Discovery<br />Review all content from the brand – what assets exists? What can be repurposed? <br />Analyze what the category is doing<br />Devise strategies to engage target market, both existing customers and new customers<br />
  • 15. Strategic Development<br />From listening, gain insight into the target markets. <br />Create a social media strategy. <br />Elements include:Customized Social graph (see next slide)<br />
  • 16. Social<br />Media<br />Search<br />In-store<br />Social Bookmarking<br />website<br />Blogs<br />Left blank to be <br />filled in as needed<br />16<br />
  • 17. Implementation<br />Once you have developed a strategy, the plans for the various strategic initiatives can be crafted and refined.<br />The creative approach can be refined– will there be a content calendar? How does it all fit with other marketing tactics?<br />
  • 18. Validation<br />Social media offers almost instantaneous validation<br />We can learn from how people respond to the campaign, and change it as necessary. <br />
  • 19. Re-Discovery<br />Regardless of the idea, ensure you are testing.<br />
  • 20. Matt’s Social Media Experience<br />Bojangles’<br />Eastman Kodak Company<br />Remington<br />Everson Museum<br />KI Furniture<br />Russell Athletic<br />Riverbank Power<br />Caesar's Pocono Resorts<br />Grove Park Inn<br />Epsom Salt<br />GLM Shows<br />Labatt USA<br />Charlotte Pipe<br />Closetmaid<br />
  • 21. Contact<br />Matt Hames<br />Social media strategist<br />716.817.3076<br />People like to share<br />Twitter.com/mhames<br />

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