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
jeremyfain.wordpress.com

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)

www.nmk.com
www.adliterate.com
www.slideshare.com
www.slashdot.com
www.stumbleupon.com
www.twitter.com
www.flickr.com
www.virtualthirst.com

Brands and 2.0 Proceed with caution From www.russelldavies.com

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

http://web2videos.blogspot.com	184
http://recit.org	2
https://au.angel.ashland.edu	2
http://www.slideshare.net	2
http://workshopweb20.blogspot.com	1

The Social Web

by padcar on May 06, 2007

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The Social Web Presentation Transcript