The Social Web
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The Social Web






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    The Social Web The Social Web Presentation Transcript

    • The Social Web
    • The New Web
    • Consumer Generated Media
      • At the end of 2006, Time magazine decided that its person of the year was 'You'
      • Yes, You.
      • All the You's that create and rate content on heavy hitting sites such as MySpace, Wikipedia and YouTube.
    • Mass media (TV, Radio, Print, Outdoor) Mass Market (Homogeneous categories) One way traffic No response mechanism Niche Media (Websites, blogs, special interest media) Niche Markets (multiple new categories, products and line extensions) Dialogue Email and all other response media) 1900 - 1990 1990 – Present Naïve Consumer Pass the cornflakes and have a nice day  Wary Consumer Cornflakes? Are you mad sugar, fat, carbs – Pass the low GI oats
    • Tim Berners-Lee
      • He laid the groundwork for the World Wide Web in 1980 when he wrote a program called "Enquire" to help him organize his computer files with links.
      • He later built on the idea and created a network of linked information that would be available to everyone across the Internet.
    • Youtube by numbers
      • Google’s amount to purchase YouTube
      • YouTube’s monthly turnover (starting in Summer 2006)
      • number of videos served up in June 2006 on YouTube
      • Average # of hrs spent watching videos on YouTube per US Internet user p/month
      • YouTube’s market share (N.2 is MySpace, N.3 is MetaCafe)
      • Age of YouTube’s founder, Steve Chen
      • 1,6 bn$
      • 10 m$
      • 2,5 bn
      • 2 hours
      • 60%
      • 28
    • Trust in Web 1.0
      • In the old days (read the 1990's) trust was mostly to do with ecommerce.
      • How could you trust a website enough to either give your personal details or credit card numbers to buy something?
      • A whole set of standards was subsequently developed to ensure users trusted your website.
    • Functions of the New Web
      • Business (e.g. eBay)
      • Pleasure (e.g. MySpace, YouTube, Secondlife)
      • Information (e.g. Wikipedia, Digg)
      • Classifieds (e.g. Craigslist, Gumtree)
    • Brands and 2.0 Proceed with caution From
    • Brands and blogging don’t enjoy a marriage made in heaven
    • Blogging changes the writer’s behaviour more than it changes the readers’ behaviour
    • If your brand is going to blog you need to understand what you want to change about it
    • This is uncomfortable because brands usually like changing consumer behaviour not the other way round
    • There are no ‘old’ or ‘new’ media – there are communications media and social media
    • Communications media are the natural habitat of brands
    • Their use of social media is problematic
    • Social media demand that you trade control for influence
    • Unless brands are happy with this they should stay out of social media
    • Just use it to listen to the conversation
    • Social media is all about conversation
    • Brands only have a role if they can make the conversation more interesting
    • Advertising can’t succeed against the conversation but it can influence and contribute to the conversation
    • The social media gurus bang on about the stupidity of advertising but really it is a criticism of media
    • Creative agencies must free themselves from media - they are content creation companies
    • And increasingly content co-creation companies
    • Media neutrality must mean just that – we shouldn’t care where our content appears
    • Maybe media agnostic would be a better term
    • Media is only interesting as content distribution vehicle. And increasingly it will be free to use.
    • Social media can’t be measured so lets stop trying
    • We have to get comfortable with managing the immeasurable
    • Lets face it the truth is that all good advertising is a leap of faith
    • Only poor advertising is predictable
    • one Brand Identity & Brand Image