The Social Web
The New Web
Consumer Generated Media
<ul><li>At the end of 2006, Time magazine decided that its person of the year was 'You' </li></ul>
 
<ul><li>Yes, You.  </li></ul>
<ul><li>All the You's that create and rate content on heavy hitting sites such as MySpace, Wikipedia and YouTube.  </li></ul>
 
 
Mass media (TV, Radio, Print, Outdoor) Mass Market (Homogeneous categories) One way traffic No response mechanism Niche Me...
 
Tim Berners-Lee <ul><li>He laid the groundwork for the World Wide Web in 1980 when he wrote a program called &quot;Enquire...
 
 
 
 
Youtube by numbers <ul><li>Google’s amount to purchase YouTube </li></ul><ul><li>YouTube’s monthly turnover (starting in S...
 
 
Trust in Web 1.0 <ul><li>In the old days (read the 1990's) trust was mostly to do with ecommerce.  </li></ul><ul><li>How c...
Functions of the New Web <ul><li>Business (e.g. eBay)  </li></ul><ul><li>Pleasure (e.g. MySpace, YouTube, Secondlife)  </l...
 
 
<ul><li>www.nmk.com </li></ul><ul><li>www.adliterate.com </li></ul><ul><li>www.slideshare.com </li></ul><ul><li>www.slashd...
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
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The Social Web

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The Social Web

  1. 1. The Social Web
  2. 2. The New Web
  3. 3. Consumer Generated Media
  4. 4. <ul><li>At the end of 2006, Time magazine decided that its person of the year was 'You' </li></ul>
  5. 6. <ul><li>Yes, You. </li></ul>
  6. 7. <ul><li>All the You's that create and rate content on heavy hitting sites such as MySpace, Wikipedia and YouTube. </li></ul>
  7. 10. 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
  8. 12. Tim Berners-Lee <ul><li>He laid the groundwork for the World Wide Web in 1980 when he wrote a program called &quot;Enquire&quot; to help him organize his computer files with links. </li></ul><ul><li>He later built on the idea and created a network of linked information that would be available to everyone across the Internet. </li></ul>
  9. 17. Youtube by numbers <ul><li>Google’s amount to purchase YouTube </li></ul><ul><li>YouTube’s monthly turnover (starting in Summer 2006) </li></ul><ul><li>number of videos served up in June 2006 on YouTube </li></ul><ul><li>Average # of hrs spent watching videos on YouTube per US Internet user p/month </li></ul><ul><li>YouTube’s market share (N.2 is MySpace, N.3 is MetaCafe) </li></ul><ul><li>Age of YouTube’s founder, Steve Chen </li></ul><ul><li>1,6 bn$ </li></ul><ul><li>10 m$ </li></ul><ul><li>2,5 bn </li></ul><ul><li>2 hours </li></ul><ul><li>60% </li></ul><ul><li>28 </li></ul>jeremyfain.wordpress.com
  10. 20. Trust in Web 1.0 <ul><li>In the old days (read the 1990's) trust was mostly to do with ecommerce. </li></ul><ul><li>How could you trust a website enough to either give your personal details or credit card numbers to buy something? </li></ul><ul><li>A whole set of standards was subsequently developed to ensure users trusted your website. </li></ul>
  11. 21. Functions of the New Web <ul><li>Business (e.g. eBay) </li></ul><ul><li>Pleasure (e.g. MySpace, YouTube, Secondlife) </li></ul><ul><li>Information (e.g. Wikipedia, Digg) </li></ul><ul><li>Classifieds (e.g. Craigslist, Gumtree) </li></ul>
  12. 24. <ul><li>www.nmk.com </li></ul><ul><li>www.adliterate.com </li></ul><ul><li>www.slideshare.com </li></ul><ul><li>www.slashdot.com </li></ul><ul><li>www.stumbleupon.com </li></ul><ul><li>www.twitter.com </li></ul><ul><li>www.flickr.com </li></ul><ul><li>www.virtualthirst.com </li></ul>
  13. 25. Brands and 2.0 Proceed with caution From www.russelldavies.com
  14. 26. Brands and blogging don’t enjoy a marriage made in heaven
  15. 27. Blogging changes the writer’s behaviour more than it changes the readers’ behaviour
  16. 28. If your brand is going to blog you need to understand what you want to change about it
  17. 29. This is uncomfortable because brands usually like changing consumer behaviour not the other way round
  18. 30. There are no ‘old’ or ‘new’ media – there are communications media and social media
  19. 31. Communications media are the natural habitat of brands
  20. 32. Their use of social media is problematic
  21. 33. Social media demand that you trade control for influence
  22. 34. Unless brands are happy with this they should stay out of social media
  23. 35. Just use it to listen to the conversation
  24. 36. Social media is all about conversation
  25. 37. Brands only have a role if they can make the conversation more interesting
  26. 38. Advertising can’t succeed against the conversation but it can influence and contribute to the conversation
  27. 39. The social media gurus bang on about the stupidity of advertising but really it is a criticism of media
  28. 40. Creative agencies must free themselves from media - they are content creation companies
  29. 41. And increasingly content co-creation companies
  30. 42. Media neutrality must mean just that – we shouldn’t care where our content appears
  31. 43. Maybe media agnostic would be a better term
  32. 44. Media is only interesting as content distribution vehicle. And increasingly it will be free to use.
  33. 45. Social media can’t be measured so lets stop trying
  34. 48. We have to get comfortable with managing the immeasurable
  35. 49. Lets face it the truth is that all good advertising is a leap of faith
  36. 50. Only poor advertising is predictable
  37. 51. one Brand Identity & Brand Image
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