Welcome While waiting for the show to start, do this... 1. Grab a marker pen and three post-it notes 2. Write a word on each post-it describing your vocation and your traits (writer?, an artist?, a photographer?, an anarchist? An Oprah fan? a dog-lover?) 3. Stick the post-it notes visibly on yourself

While waiting for the show to start, do this...

1. Grab a marker pen and three post-it notes

2. Write a word on each post-it describing your vocation and your traits (writer?, an artist?, a photographer?, an anarchist? An Oprah fan? a dog-lover?)

3. Stick the post-it notes visibly on yourself

Brand Blogging 101

Writing for the Internet The blogosphere: Your New Universe

Bubble 2.0?

...an increasing number of companies have come to see them [blogs] as the next great public relations vehicle—a way for executives to demonstrate their casual, interactive side.' More PR Than No-Holds-Barred on Bosses, Corporate Blogs - Amy Joyce, Staff Writer, Washington Post, Saturday March 19, 2005 Setting up a Web 2.0 blog

...an increasing number of companies have come to see them [blogs] as the next great public relations vehicle—a way for executives to demonstrate their casual, interactive side.' More PR Than No-Holds-Barred on Bosses, Corporate Blogs

- Amy Joyce, Staff Writer, Washington Post, Saturday March 19, 2005

Setting up a Web 2.0 blog

Agenda

How did these blogs become “A” blogs ?

Branded Content Niches Politics = TPM, Daily Kos Celebrity Gossip = Gawker Tech = Engadget Brand Blogging 101

The “A-List of Blegos”

Using Web 2.0 Media (the blogosphere) to market your writing, photography and other creative or artistic work Brand Blogging 101

Action plans, tips and strategies for not only getting your freelance work seen online, but marketed (linked to, connected with and reinforced) by utilizing new Web 2.0 media vehicles Brand Blogging 101

Writing for the Internet Who WE are… We are the long tail

Who WE are…

Who We Are Content Developers -Copywriters -Writers -Authors -Bloggers -Publishers -Public Relations Professionals Creatives Photographers Designers Web Designers Artists Evangelists We are Marketers

Content Developers

-Copywriters

-Writers

-Authors

-Bloggers

-Publishers

-Public Relations Professionals

Creatives

Photographers

Designers

Web Designers

Artists

Evangelists

Who We Are COLONIZING THE BLOGOSPHERE We are voyagers on the star ship enterprise set out to explore the blogosphere to colonize and propagate our ideas, our writing, our photography. We are Marketers

Who We Are OUR PROBLEMS -freelance writer turned down from the New York Times for that article idea -book writer turned down by a publishing agent -Op/Ed opinion letter writer said no to by Variety's Opinion & Editorial pages -copywriter whose direct mail messages were declined by the client -a well-known photographer whose work isn't being purchased by magazines

OUR PROBLEMS

-freelance writer turned down from the New York Times for that article idea

-book writer turned down by a publishing agent

-Op/Ed opinion letter writer said no to by Variety's Opinion & Editorial pages

-copywriter whose direct mail messages were declined by the client

-a well-known photographer whose work isn't being purchased by magazines

Who We Are OUR GOAL Ideal scenario: Starting a company in a spare bedroom, outsourcing programming to some low wage foreign company, getting content from users and then having users organize the content by tagging, pocketing money from Google by placing ads on the site and finally selling your company to Yahoo.

OUR GOAL

Ideal scenario: Starting a company in a spare bedroom, outsourcing programming to some low wage foreign company, getting content from users and then having users organize the content by tagging, pocketing money from Google by placing ads on the site and finally selling your company to Yahoo.

Writing for the Internet Why WE are here today in this seminar… A blog is not a noun, it’s a verb

Why WE are here today in this seminar…

To build a Web 2.0 strategy by...... 1. developing sell-able content or creative 2. putting up a blog (the center or our new universe) 3. syndicating the blog/drive traffic to it 4. monetizing the blog (get an ROI from advertisers, consumers) Why did we come here today?

To build a Web 2.0 strategy by......

1. developing sell-able content or creative

2. putting up a blog (the center or our new universe)

3. syndicating the blog/drive traffic to it

4. monetizing the blog (get an ROI from advertisers, consumers)

Why did we come here today?

We Are Here to Improve This Model Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

+ = ROI = Return On Investment (the core of brand blogging) blogging strategy money fame Our Web Strategy

+ = ROB = Return On Blogging (the core of brand blogging) blogging strategy money fame Our Web Strategy

What is our personal investment ? -time -effort -opportunity costs Our Web Strategy

What is our personal investment ?

-time

-effort

-opportunity costs

Our ROI & ROB = - sell our work - (sales leads) - fame – become known as expert for something - income – make some extra money Our Web Strategy

Our ROI & ROB =

- sell our work - (sales leads)

- fame – become known as expert for something

- income – make some extra money

Brand Blogging 101 The blog is the center of our new universe Our blog is our marketing tool to advance our careers

Brand Blogging 101 The blog is the center of our new universe Our blog is our marketing tool to advance our careers

Brand Blogging 101 We develop online relationships in the blogosphere to continually drive traffic to our blog , the center of our new universe

Brand Blogging 101 We develop online relationships in the blogosphere to continually drive traffic to our blog, the center of our new universe We are here We want to be here

Brand Blogging 101 The A List is teensy, the B list is bigger, and the C-list is simply massive. In the blogosphere, the biggest audiences – and the ad revenue they bring – go to a small elite few. Most bloggers toil in total obscurity. -Clive Thompson “The Blog Establishment” - New Yorker We are here We want to be here

BRAND BLOGGING 101

Writing for the Internet Questions we will answer today:

Questions we will answer today:

Brand Blogging 101 What is the blogosphere and Web 2.0? How is blogging and Web 2.0 different than traditional “paid” online media? Why did I come here today? How am I going to use Web 2.0? How much will it cost me? What are the pros of blogging? The cons? What are some low-cost strategies and ideas to market my creative work?

What is the blogosphere and Web 2.0?

How is blogging and Web 2.0 different than traditional “paid” online media?

Why did I come here today?

How am I going to use Web 2.0? How much will it cost me?

What are the pros of blogging? The cons?

What are some low-cost strategies and ideas to market my creative work?

Brand Blogging 101 What are the 10 keys to setting up a blog that sells? What can Web 2.0 do for me? How can I develop a Web 2.0 strategy for myself? What is a Web 2.0 strategy? Is it a “blog business model”? How can I use paid and earned media to promote my blog and my brand?

What are the 10 keys to setting up a blog that sells?

What can Web 2.0 do for me?

How can I develop a Web 2.0 strategy for myself?

What is a Web 2.0 strategy? Is it a “blog business model”?

How can I use paid and earned media to promote my blog and my brand?

Brand Blogging 101 How do I design my blog to present my work well and keep my visitors coming back for more? How can I drive my content, photography or video deep into the blogosphere? What is the blogosphere, exactly? How can I create content that drives conversation? How do I start a ‘virtual community’?

How do I design my blog to present my work well and keep my visitors coming back for more?

How can I drive my content, photography or video deep into the blogosphere?

What is the blogosphere, exactly?

How can I create content that drives conversation?

How do I start a ‘virtual community’?

Brand Blogging 101 How can I monitor what people are saying about me and my work in the blogosphere? What is tagging? How can tagging be branding? How do I measure the viewership of my blog? How can I monetize my blog content or photography (e.g. sell my traffic to advertisers)? How can I make my blog into a book or business model?

How can I monitor what people are saying about me and my work in the blogosphere?

What is tagging? How can tagging be branding?

How do I measure the viewership of my blog?

How can I monetize my blog content or photography (e.g. sell my traffic to advertisers)?

How can I make my blog into a book or business model?

Brand Blogging 101 What are the best ways to build blog traffic quickly? How can I increase interest in my creative work, photography or service, and improve my bottom-line results? (I want sales leads!)

What are the best ways to build blog traffic quickly?

How can I increase interest in my creative work, photography or service, and improve my bottom-line results? (I want sales leads!)

Writing for the Internet What is a brand?

What is a brand?

What is a brand? brand Audio pronunciation of "brand" ( P ) Pronunciation Key (brnd) n. 1. A trademark or distinctive name identifying a product or a manufacturer. 2. A product line so identified: a popular brand of soap. A copyrighted, controlled label. 3. A mark indicating identity or ownership , burned on the hide of an animal with a hot iron. 4. A consistent message people want to come back to and have a relationship with.

What is a brand?

brand Audio pronunciation of "brand" ( P ) Pronunciation Key (brnd)

n. 1. A trademark or distinctive name identifying a product or a manufacturer.

2. A product line so identified: a popular brand of soap. A copyrighted, controlled label.

3. A mark indicating identity or ownership , burned on the hide of an animal with a hot iron.

4. A consistent message people want to come back to and have a relationship with.

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BRAND

Why Brand Blogging? Why brand and blog? The Old Web was about paid media and one-way brand message control. Web 2.0 is about participation and true interactive dialogue. Web 2.0/blogs now allow people to engage with you. Thus we will take advantage of the blogosphere to engage with other using the blog vehicle to syndicate our work online. But, we also attempt to brand our work (claim ownership of our work, get credit for it, obtain an ROL). Thus , we Brand Blog

Why Brand Blogging?

Why brand and blog?

The Old Web was about paid media and one-way brand message control. Web 2.0 is about participation and true interactive dialogue.

Web 2.0/blogs now allow people to engage with you. Thus we will take advantage of the blogosphere to engage with other using the blog vehicle to syndicate our work online. But, we also attempt to brand our work (claim ownership of our work, get credit for it, obtain an ROL). Thus ,

we Brand Blog

Why Brand Blogging? Brand Blogging -Brand blogging is using paid and earned media to market your creative work online using Web 2.0 media vehicles -Brand blogging is about keeping your earned and paid media efforts consistent with each other

Why Brand Blogging?

Brand Blogging

-Brand blogging is using paid and earned media to market your creative work online using Web 2.0 media vehicles

-Brand blogging is about keeping your earned and paid media efforts consistent with each other

Why Brand Blogging Is Important? Marketing has moved from push to pull In a pull marketing environment, branded content and consistent messaging becomes more important

Why Brand Blogging Is Important?

Marketing has moved from push to pull

In a pull marketing environment, branded content and consistent messaging becomes more important

Writing for the Internet Paid Vs. Earned Media

Paid Vs. Earned Media

Writing for the Internet Monetizing Your Blog = Paid Media PAID MEDIA

Monetizing Your Blog = Paid Media

Paid Vs. Earned Media Paid Media (immediate, cost effective) SEM = Search Engine Marketing Banner Advertising (Brand Advertising) Earned Media (cheap, time consuming) Blogging, Web 2.0 media vehicles SEO = Search Engine Optimization Social Networking Public Relations

Paid Vs. Earned Media

Paid Media (immediate, cost effective)

SEM = Search Engine Marketing

Banner Advertising (Brand Advertising)

Earned Media (cheap, time consuming)

Blogging, Web 2.0 media vehicles

SEO = Search Engine Optimization

Social Networking

Public Relations

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Search Engine Marketing Every time you type a search query into Google, what's happening under the hood is the equivalent of a massive polling operation to see which other sites people on the Web have deemed most relevant to that term.

Search Engine Marketing

Search Engine Marketing Google AdSense fro Content- logged into a web based console and the system helped me pick the types of ads I wanted to display and even helped generate the code to insert into my pages so the ads matched the same font and background color of the site. All in all it took me about 15 minutes to sign in, generate the code and paste it onto my page template. Now, every page on this site has Google Ads displayed. And the great part is the ads are related to the content of the pages.

Search Engine Marketing

Who We Are Monetizing Your Blog Traffic

Who We Are

Monetizing Your Blog Traffic

Search Engine Marketing Google AdSense for Search- Google search box which you'd place on your site that searches Google and returns Google results. For these searches you can earn money as well. Google even allows you to customize the search box by changing the colors to match your site and even insert your own logo if you'd like. Then, when you've added this feature to your site, your visitors will be able to search Google or search your site and, as I mentioned, if they select an ad you get a cut of that money. You can even find out what phrases people were searching for.

Search Engine Marketing

Search Engine Marketing Google AdWords

Search Engine Marketing

Monetizing Your Blog Traffic for Brands Your Blog $10-$30 Huffington Post $5 150,000 TPM 6,513 Instapundit 11,182 Daily Kos 4,760 $1M-$2M $6-$10 200,000 Gawker Inbound Links Annual Income CPM Page Views Advertising Rates

Monetizing Your Blog Traffic for Brands

Ad Sales Media Pricing CPM = COST PER THOUSAND = Favorite of Brand Advertisers CPC = COST PER CLICK = Favorite or Search Engine Marketers and Media Planners CPA = COST PER ACQUISITION = Favorite of Direct Marketers/Direct Response

Ad Sales Media Pricing

It’s not just for the fun of it There are lots of ways to make money: Yahoo! Google Amazon eBay IndustryBrains Kanoodle

There are lots of ways to make money:

Yahoo!

Google

Amazon

eBay

IndustryBrains

Kanoodle

Blog Ad Networks BlogAds The Liberal Blog Ad Network

BlogAds

The Liberal Blog Ad Network

Advertisers Seek Targeted Information Seekers

Advertisers Seek Targeted Information Seekers Advertisers seek: -niche content -good writing -a community

Advertisers Seek Targeted Information Seekers Advertisers seek: -niche content -good writing -a community

Writing for the Internet Monetizing Your Blog Traffic

Monetizing Your Blog Traffic

Writing for the Internet Blogging = Earned Media EARNED MEDIA

Blogging = Earned Media

Writing for the Internet The Old Web: Web 1.0

The Old Web: Web 1.0

The Old Web The old web was a static and controlled environment for marketers -brochure wear -oneway marketing

The old web was a static and controlled environment for marketers

-brochure wear

-oneway marketing

Setting Up Your Blog .

Writing for the Internet The New Web = The Blogosphere = Web 2.0 = The New Frontier

The New Web = The Blogosphere = Web 2.0 = The New Frontier

The New Web

The Web 2.0 brand In Web 2.0, the definition of a brand changes. A brand needs a Web 2.0 strategy to survive online in the new Web 2.0 world. 1 way marketing ===>>>> 2 way marketing ===>>>><<<<=====

The Web 2.0 brand

In Web 2.0, the definition of a brand changes. A brand needs a Web 2.0 strategy to survive online in the new Web 2.0 world.

1 way marketing ===>>>>

2 way marketing

===>>>><<<<=====

Web 2.0 is the Web as platform. The Web is no longer limited to the PC platform. The term &quot;Web 2.0&quot; refers to what some people see as a second phase of development of the World Wide Web, including its architecture and its applications. A social phenomenon referring to an approach to creating and distributing Web content itself, characterized by open communication, decentralization of authority, freedom to share and re-use .

Web 2.0 is the Web as platform. The Web is no longer limited to the PC platform.

The term &quot;Web 2.0&quot; refers to what some people see as a second phase of development of the World Wide Web, including its architecture and its applications.

A social phenomenon referring to an approach to creating and distributing Web content itself, characterized by open communication, decentralization of authority, freedom to share and re-use .

The Web 2.0 Marketing Opportunity To Boldly Go Where No Marketer Has Gone Before Writing for the Internet

Brand Blogging 101 The blog is the center of our new universe

Brand Blogging 101 We develop online linking relationships with other blogs to drive incoming Web traffic to our blog, the center of our new universe

What is Web 2.0 You can visualize Web 2.0 as a set of principles and practices that tie together a veritable solar system of sites that demonstrate some or all of those principles, at a varying distance from that core. Web 2.0 is a term often applied to a perceived ongoing transition of the World Wide Web from a collection of websites to a full-fledged computing platform serving web applications to end users. Ultimately Web 2.0 services are expected to replace desktop computing applications for many purposes.

You can visualize Web 2.0 as a set of principles and practices that tie together a veritable solar system of sites that demonstrate some or all of those principles, at a varying distance from that core.

Web 2.0 is a term often applied to a perceived ongoing transition of the World Wide Web from a collection of websites to a full-fledged computing platform serving web applications to end users.

Ultimately Web 2.0 services are expected to replace desktop computing applications for many purposes.

“ The network as a platform ”: Tim O’Reilly “ An architecture of participation ”: Tim O’Reilly Computing platform, social phenomenon, and economic boom: Wikipedia “ Web 1.0 was commerce, Web 2.0 is people”: Ross Mayfield “ It’s like your brain on LSD”: The Register Web 2.0 = Two-Way Brand Marketing

“ The network as a platform ”: Tim O’Reilly

“ An architecture of participation ”: Tim O’Reilly

Computing platform, social phenomenon, and economic boom: Wikipedia

“ Web 1.0 was commerce, Web 2.0 is people”: Ross Mayfield

“ It’s like your brain on LSD”: The Register

Blogging: Most Recognized Example of Web 2.0 The blog is our launch pad

Differences Between Web 1.0 and 2.0 Micro-aggregation Portals, commercial aggregators Information aggregation Machines talk to machines People talk to people People talk to machines Communications Publish and subscribe Search, browse Information discovery Relationships Transactional Information retrieval Bottom up Top down Governance Web 2.0 Web 1.0

Differences Between Web 1.0 and 2.0 Conversational, viral, personal Push, contextual Marketing, selling Content authors Publishers, aggregators Content control Tagged objects Documents, pages Content structure Ajax, RSS, MySQL, LAMP, PHP, XML, Xquery HTML, Solaris, Oracle DB, WebLogic, SQL Technology Open, standards-based Closed, proprietary Applications Web 2.0 Web 1.0

Web 2.0 Is an Evolutionary Stage Source: www.talkorigins.org

Why Web 2.0 Is Happening Web 2.0 Convergence of individual traits, social and technological forces

Cycles of Disruptive Technologies 1544 <XML/> 1982 1991 1996 Web services 2000 The Web 2003 Online Databases CD-ROM 1972 Ajax 2005

Web as a Platform

Helping each other buy things

Organizing ways to get together

Sharing opinions with each other

Rating each other

Web 1.0 Vs Web 2.0 Search Engine Optimization Domain Name Speculation Upcoming.org/EVDB eVite Blogs Personal Websites Wikipedia Britannica Online Napster Mp3.com BitTorrent Akamai Flickr Ofoto Google AdSense DoubleClick

Web 1.0 Vs Web 2.0 Syndication Stickiness Tagging (Folksonomy) Directories (taxonomy) Wiki/Twiki Content Management Systems Participation Publishing Web Services Screen Scraping Cost per Click Page Views

Web 2.0 Will Mean Changes for Marketers More users are connecting to each other and content through networked, peer-driven activities & content Linkedin now has service referrals as part of their package “ Non-compliant” content won’t fit into the flow as readily Web 2.0 is truly two-way Marketers need to be very willing to “listen” and “receive information” more than to just broadcast it User-generated content may be more valuable to users than your content ( are you allowing your users the opportunity to generate their own content ?) Adoption and ROI will drive investments in online advertising

More users are connecting to each other and content through networked, peer-driven activities & content

Linkedin now has service referrals as part of their package

“ Non-compliant” content won’t fit into the flow as readily

Web 2.0 is truly two-way

Marketers need to be very willing to “listen” and “receive information” more than to just broadcast it

User-generated content may be more valuable to users than your content ( are you allowing your users the opportunity to generate their own content ?)

Adoption and ROI will drive investments in online advertising

Fame? Money? Traffic? Ad dollars?

Everyone Owns Web 2.0 The Web of relationships The “publish and subscribe” Web Personal knowledge networks The Web of empowerment Everyone gets to play No one owns it; everyone owns it The Web as a platform Platform for open, standards-based applications Platform for new development and mash-ups

The Web of relationships

The “publish and subscribe” Web

Personal knowledge networks

The Web of empowerment

Everyone gets to play

No one owns it; everyone owns it

The Web as a platform

Platform for open, standards-based applications

Platform for new development and mash-ups

Everyone Owns Web 2.0 Q: If everyone owns it, how do we monetize it? A: We brand blog. (We tag everything and drive traffic back to our blog.)

Q: If everyone owns it, how do we monetize it?

A: We brand blog. (We tag everything and drive

traffic back to our blog.)

Web 2.0's Great Idea The test of innovation lies not in its novelty, its scientific content, or its cleverness.It lies in its success in the marketplace. - Peter Drucker

The test of innovation lies not in its novelty, its scientific content, or its cleverness.It lies in its success in the marketplace.

- Peter Drucker

A Whole Bunch of New Jargon to Learn RSS Ajax Ruby on Rails Atom SOA XML UDDI WSDL Mash-ups Folksonomies Blogs Wikis Podcasting Splog REST RDF SOAP OWL SAML LAMP Ontologies Re-mix Topic maps Concept mapping Ruby Flex P2P Blogosphere V-casting PHP

Get Me to “Stuff” That I Want Link Me to Other “Stuff” I Might Want Don’t Tell Me How to Find It Let Me Decide How to Use It And Let’s Be Quick About It, Please The Rich User Experience

Get Me to “Stuff” That I Want

Link Me to Other “Stuff” I Might Want

Don’t Tell Me How to Find It

Let Me Decide How to Use It

And Let’s Be Quick About It, Please

Bias of Web 2.0 Bias Towards an Intelligent User Specific Information Goal Knowledge of Where to Start Specific Fulfilment Outcomes Bias Also Towards “Current” Users Expected Level of Sophistication Expected Level of Vocabulary Cultural Expectations

Bias Towards an Intelligent User

Specific Information Goal

Knowledge of Where to Start

Specific Fulfilment Outcomes

Bias Also Towards “Current” Users

Expected Level of Sophistication

Expected Level of Vocabulary

Cultural Expectations

Brand Blogging 101 What is the blogosphere and Web 2.0? How is blogging and Web 2.0 different than traditional “paid” online media? Why did I come here today? How am I going to use Web 2.0? How much will it cost me? What are the pros of blogging? The cons? What are some low-cost strategies and ideas to market my creative work?

What is the blogosphere and Web 2.0?

How is blogging and Web 2.0 different than traditional “paid” online media?

Why did I come here today?

How am I going to use Web 2.0? How much will it cost me?

What are the pros of blogging? The cons?

What are some low-cost strategies and ideas to market my creative work?

User Experience & Brand Integration As websites and blogs move closer together, recent Craigslist Job Description: Desired skills: JavaScript, DHTML, CSS, XML, DOM manipulation, and AJAX style communication. A strong interest in and understanding of human-computer interaction is a plus. We are looking for someone with a passion for building innovative user interfaces and great user experiences.

As websites and blogs move closer together, recent Craigslist Job Description:

Desired skills: JavaScript, DHTML, CSS, XML, DOM manipulation, and AJAX style communication. A strong interest in and understanding of human-computer interaction is a plus.

We are looking for someone with a passion for building innovative user interfaces and great user experiences.

Today anyone can become an “ amateur journalist ,” or “ media generating consumer ” thanks to: Widespread broadband Internet access and the proliferation of the desktop and wireless PC New advertising paradigms Cheap, easy-to-use online publishing tools (blogger.com) Distribution channels, such as RSS Mobile devices, such as camera-p hones provide visuals to go along with content Writing for the Internet Web 2.0

Today anyone can become an “ amateur journalist ,” or “ media generating consumer ” thanks to:

Widespread broadband Internet access and the proliferation of the desktop and wireless PC

New advertising paradigms

Cheap, easy-to-use online publishing tools (blogger.com)

Distribution channels, such as RSS

Mobile devices, such as camera-p hones provide visuals to go along with content

Marketing Syndicating Accessibility Idea Propagation Building Conversations Sharing Affiliating Web 2.0

Marketing

Syndicating

Accessibility

Idea Propagation

Building Conversations

Sharing

Affiliating

Changing rules and evolving business models, using the Web as platform ; data as the driving force; network effects created by an architecture of participation , innovation in assembly of systems and sites composed by pulling together features from distributed, independent developers (a kind of &quot;open source&quot; development); lightweight business models enabled by content and service syndication ; the end of the software adoption cycle (&quot; the perpetual beta &quot;); software above the level of a single device, leveraging the power of the long tail and the semantic Web. Web 2.0

Changing rules and evolving business models, using the Web as platform ; data as the driving force; network effects created by an architecture of participation , innovation in assembly of systems and sites composed by pulling together features from distributed, independent developers (a kind of &quot;open source&quot; development); lightweight business models enabled by content and service syndication ; the end of the software adoption cycle (&quot; the perpetual beta &quot;); software above the level of a single device, leveraging the power of the long tail and the semantic Web.

Interactivity : brand becomes truly interactive Trust Creation : personal human voice creates trust/can overcome Big Company bias/distrustfulness Audience Engagement : more thoughtful communications, enables 2-way communications Research Gathering : gather better intelligence on brand identity, products, etc. Build Support : in advance of problems, biggest defenders cult of personality – pro/con Information Dissemination : better way to disseminate info than email Writing for the Internet Web 2.0 is Different

Interactivity : brand becomes truly interactive

Trust Creation : personal human voice creates trust/can overcome Big Company bias/distrustfulness

Audience Engagement : more thoughtful communications, enables 2-way communications

Research Gathering : gather better intelligence on brand identity, products, etc.

Build Support : in advance of problems, biggest defenders

cult of personality – pro/con

Information Dissemination : better way to disseminate info than email

Web 2.0 is Different

collective intelligence - collaborative transparent - instant gratification non-hierarchical - democratic potential for passion - ownership open to public - real recognition permanence - searchable resource Benefits to connecting people via Web 2.0

collective intelligence - collaborative

transparent - instant gratification

non-hierarchical - democratic

potential for passion - ownership

open to public - real recognition

permanence - searchable resource

Risks of Blogging and why “ Brand Blogging ” is so important: Copyright Infringement : Media could take blogging out of context and reuse your work Public/Non Public Info : Special issues for public companies/potential for some scrutiny from investment community Negativity: Readers may disagree with blog postings and express/spread negative sentiment publicly as a result Transparency : obfuscation and downright lies are always found out and bloggers love to expose them Web 2.0 is Different

Copyright Infringement : Media could take blogging out of context and reuse your work

Public/Non Public Info : Special issues for public companies/potential for some scrutiny from investment community

Negativity: Readers may disagree with blog postings and express/spread negative sentiment publicly as a result

Transparency : obfuscation and downright lies are always found out and bloggers love to expose them

Web 2.0 is Different

Brand Blogging 101

Web As Collective Intelligence Hyperlinking and syndicating is the foundation of the new web. The central principle behind the success of the giants born in the Web 1.0 era who have survived to lead the Web 2.0 era appears to be this, that they have embraced the power of the web to harness collective intelligence .

Hyperlinking and syndicating is the foundation of the new web.

The central principle behind the success of the giants born in the Web 1.0 era who have survived to lead the Web 2.0 era appears to be this, that they have embraced the power of the web to harness collective intelligence .

Web 2.0 Daily Operated So fundamental is the shift from software as artifact to software as service that the software will cease to perform unless it is maintained on a daily basis .

So fundamental is the shift from software as artifact to software as service that the software will cease to perform unless it is maintained on a daily basis .

Everyone Is Inputting Users must be treated as co-developers. It's no accident that services such as Gmail, Google Maps, Flickr, del.icio.us, and the like may be expected to bear a &quot;Beta&quot; logo for years at a time – everyone is inputting .

Users must be treated as co-developers.

It's no accident that services such as Gmail, Google Maps, Flickr, del.icio.us, and the like may be expected to bear a &quot;Beta&quot; logo for years at a time – everyone is inputting .

Writing for the Internet Setting up a blog in a Web 2.0 world

Setting up a blog in a Web 2.0 world

So, if this is the Blogosphere, how are we going to use it tour advantage? HOW ARE WE GOING TO NAVIGATE IN THE BLOGOSPHERE? With these TOOLS..... Web 2.0 is Different Our War Room: The Star Ship Enterprise Bridge

So, if this is the Blogosphere, how are we going to use it tour advantage? HOW ARE WE GOING TO NAVIGATE IN THE BLOGOSPHERE?

With these TOOLS.....

Web 2.0 is Different

Our 2.0 Strategy

Developing our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

“ My audience is people who hate their jobs” -Nick Denton, Gawker

2.0 Strategy Space Users Peers Microchunks Viral Network Distributed The most successful plays will generate economies along all three dimensions.

Revenue Streams Ads Contextual ads, microads (RSS), etc Google, Brands Community as branding channel MySpace, SecondLife, Facebook Peer Production (Virtual) Play for free, pay for cool stuff Habbo, SecondLife Peer Production (Physical) Leveraging peer producers Zazzle, threadless Transactions eBay, SideStep, Indeed, LinkedIn Enterprise subsidizes consumer Enterprise customers pay, consumers don’t Skype, Technorati, Facebook

Ads

Contextual ads, microads (RSS), etc

Google,

Brands

Community as branding channel

MySpace, SecondLife, Facebook

Peer Production (Virtual)

Play for free, pay for cool stuff

Habbo, SecondLife

Peer Production (Physical)

Leveraging peer producers

Zazzle, threadless

Transactions

eBay, SideStep, Indeed, LinkedIn

Enterprise subsidizes consumer

Enterprise customers pay, consumers don’t

Skype, Technorati, Facebook

Edge Competences What do players who realize 2.0 economies have in common? Edge competences Outward facing competences at the edges of the value chain Focused on networking resources at the edges With as little mediation as possible To rapidly unlock value through complementarity gains Making niches smaller and smaller, and easier and easier to find and access for competitors and complementors EG PayPal, AdWords, Amazon reviews, Last.fm (Audioscrobbler) Not inward facing core competences Focused on gaining cheap access to/building barriers around scarce edge resources by monopolizing the core To control value by controlling shelf/screen/spectrum space, marketing, billing relationships, etc Making niches bigger and bigger, and harder and harder to access for competitors and complementors EG Publishers: ‘How can I choose the ‘best’ book/game/article/journal?’

What do players who realize 2.0 economies have in common?

Edge competences

Outward facing competences at the edges of the value chain

Focused on networking resources at the edges

With as little mediation as possible

To rapidly unlock value through complementarity gains

Making niches smaller and smaller, and easier and easier to find and access for competitors and complementors

EG PayPal, AdWords, Amazon reviews, Last.fm (Audioscrobbler)

Not inward facing core competences

Focused on gaining cheap access to/building barriers around scarce edge resources by monopolizing the core

To control value by controlling shelf/screen/spectrum space, marketing, billing relationships, etc

Making niches bigger and bigger, and harder and harder to access for competitors and complementors

EG Publishers: ‘How can I choose the ‘best’ book/game/article/journal?’

Edge Competences What do models that realize 2.0 economies have in common? Edge competences All of them create plasticity They let prosumers unbundle and rebundle info according to their expectations and preferences hyperefficiently EG AdSense/AdWords keywords, Wikipedia articles, blog comments Most of them create liquidity They enable the aggregation, revelation, & trading of info about consumption – collective intelligence. Making markets of plastic micromedia. EG AdWords  AdSense  RSS AdSense  Location-aware AdSense (?), Amazon reviews, link aggregation Many of them create knowledge pools They store collective intelligence enabled by liquidity, allowing the community to self-regulate EG eBay Feedback Forum, blogosphere

What do models that realize 2.0 economies have in common?

Edge competences

All of them create plasticity

They let prosumers unbundle and rebundle info according to their expectations and preferences hyperefficiently

EG AdSense/AdWords keywords, Wikipedia articles, blog comments

Most of them create liquidity

They enable the aggregation, revelation, & trading of info about consumption – collective intelligence. Making markets of plastic micromedia.

EG AdWords  AdSense  RSS AdSense  Location-aware AdSense (?), Amazon reviews, link aggregation

Many of them create knowledge pools

They store collective intelligence enabled by liquidity, allowing the community to self-regulate

EG eBay Feedback Forum, blogosphere

Knowledge Pools “… The eBay Feedback Forum illustrates Yhprum’s Law. (Yhprum is Murphy spelled backward.) Systems that shouldn’t work sometimes do. Though buyers have no incentive to leave feedback, half of them do . That fraction raises the spectre of selection bias, and suspicion is raised further because only 1% of feedback is negative. Yet each week hundreds of thousands of items – very few of them assuredly new or standardized --get sold on eBay. This implies that their sellers are trusted.Anecdotal accounts and virtually all studies find an effect of seller’s reputation on the price he receives .” – The Value of Reputation on eBay , Resnick, Zeckhauser, Swanson and Lockwood @ UMich What are the dynamics of eBay’s Feedback Forum? The marginal benefit of the first few positive feedbacks is large, and then decays to zero The incentive is to be just ‘good enough’ - bounded by the community’s aggregate expectations The knowledge pool enables self-regulation to emerge frictionlessly Diminishing returns to perfect behavior

“… The eBay Feedback Forum illustrates Yhprum’s Law. (Yhprum is Murphy spelled backward.) Systems that shouldn’t work sometimes do. Though buyers have no incentive to leave feedback, half of them do . That fraction raises the spectre of selection bias, and suspicion is raised further because only 1% of feedback is negative. Yet each week hundreds of thousands of items – very few of them assuredly new or standardized --get sold on eBay. This implies that their sellers are trusted.Anecdotal accounts and virtually all studies find an effect of seller’s reputation on the price he receives .” – The Value of Reputation on eBay , Resnick, Zeckhauser, Swanson and Lockwood @ UMich

What are the dynamics of eBay’s Feedback Forum?

The marginal benefit of the first few positive feedbacks is large, and then decays to zero

The incentive is to be just ‘good enough’ - bounded by the community’s aggregate expectations

The knowledge pool enables self-regulation to emerge frictionlessly

Diminishing returns to perfect behavior

2.0 Competitive Dynamics

First-Mover Advantage 2.0 economies should make first-mover advantage a dominant strategy in 2.0 markets, since increasing returns dominate. Do we see these dynamics emerging in 2.0 markets? In the RSS market, first movers currently hold an exponential advantage.

Value Creation

Value Creation Potential Market analysis of the Web/Media 2.0 space suggests the future value of the total Web and Media 2.0 market is between 1% and 9% of the current media industry. This value will grow as new entry increases, and as strong exits increase current valuations. This analysis is in line with the data on Web 2.0 economies presented here. Together, they suggest that expected 5-10x returns for Web 2.0 plays are realistic at the current media market share, and that fully realizing 2.0 exponential-combinatorial 2.0 economies can create orders of magnitude higher value.

Strategy Summary Web 2.0 is about extending increasing returns across most media markets Vaue shift: traditional media’s been dominated by diminishing returns And several new kinds of micromedia By developing edge competences… Competences at the edges of atomized value chains Plasticity, liquidity, knowledge pools Which flow from making networks as unmediated as possible … Which let successful players realize 2.0 scale economies Network, viral, and distributed economies of scale Increasing returns to users, peers/complements, microchunks These economies are significantly stronger than 1.0 economies What makes players dominant? Early movers with sustainable low capital intensity… … Who Integrate across the 2.0 value chain… … By networking users, peers, and microchunks to realize all three kinds of 2.0 scale economies

Web 2.0 is about extending increasing returns across most media markets

Vaue shift: traditional media’s been dominated by diminishing returns

And several new kinds of micromedia

By developing edge competences…

Competences at the edges of atomized value chains

Plasticity, liquidity, knowledge pools

Which flow from making networks as unmediated as possible

… Which let successful players realize 2.0 scale economies

Network, viral, and distributed economies of scale

Increasing returns to users, peers/complements, microchunks

These economies are significantly stronger than 1.0 economies

What makes players dominant?

Early movers with sustainable low capital intensity…

… Who Integrate across the 2.0 value chain…

… By networking users, peers, and microchunks to realize all three kinds of 2.0 scale economies

Web 2.0: Pushing Out Content

The long tail means that when you offer vast choice, consumers gravitate toward niche products they really want instead of toward mass-market products they sort of want. This, in turn, tends to make consumers happier. So the long tail formula basically goes: More choice equals more happiness . Using the Long Tail

Using the Long Tail

Using the Long Tail

Liquidity – The Long Tail Amazon is realizing exponential viral economies which are based on making expectation and preference info liquid, via reviews, ratings, and personalization.

MOVE FROM C BLOG TO B BLOG TO AN “ A BLOG ” Our Strategy

MOVE FROM C BLOG TO B BLOG TO AN “ A BLOG ”

Business Models

Writing for the Internet Our New Web 2.0 media Vehicles

Our New Web 2.0 media Vehicles

What's a “Media Vehicle, Robb? A media vehicle is a medium which carries content, entertainment, or a brand message. Examples of media vehicles include: TV Radio The Internet Newspapers Magazines

Brand Blogging 101 The blog is the center of our new universe

Brand Blogging 101 We develop online reciprocal linking relationships to drive incoming Web traffic to our blog, the center of our new universe

Web 2.0 Explosion Source: http://www.flickr.com/photos/stabilo-boss/93136022/

Our Web 2.0 Marketing Tools Blog: Bookmarks: Images: Wiki: Podcasting: Reading: Social Network:

Who We Are Our Tools

Who We Are

Our Tools

Who We Are Content Syndication : Technorati Google AdSense Digg Delicious Google AdWords Slashdot iTunes FeedBurner FeedBlitz Photography Syndication : Flickr Google Images Video Syndication YouTube Google Video Our Tools

Who We Are

Content Syndication :

Technorati Google AdSense Digg

Delicious Google AdWords Slashdot

iTunes FeedBurner FeedBlitz

Photography Syndication :

Flickr Google Images

Video Syndication

YouTube Google Video

Our Tools

III. What Is A Blog?

Content Title Category

III. What Is A Blog?

Who We Are Use blog design to your advantage -consider ad placement Design

Who We Are

Use blog design to your advantage

-consider ad placement

Design

Writing for the Internet Keys to a Winning Web 2.0 Blog

Keys to a Winning Web 2.0 Blog

Implementing Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

- Post Frequently : determine frequency of postings -at minimum twice weekly -Make an Editorial Calendar : develop a monthly quarterly content calendar -similar to decal w/various story ideas -Agree upon content mechanics - Stick to a Consistent Style/Voice : Agree upon blog style/voice -friendly, witty, candid, intelligent, humble -word limits, artwork, cross-linking minimums, Keys to a successful Web 2.0 blog Writing for the Internet Writing for Web 2.0

-informal -emphasis on ‘voice’ -many approaches: -short, punchy -lots of links -longer, thoughtful analysis -use of images, audio, video Use what works for you Blog writing web 2.0 style Writing for Web 2.0

Writing for the Internet PR 2.0 – Issue a Press Release

PR 2.0 – Issue a Press Release

PR 2.0 The key to becoming famous in the blogoshpere: “ The good news is that it’s still possible to create a top-ranked blog,” says Shirky. “The bad news is, the way to get into the top ten now seems to be public relations .” Just posting witty entries and hoping for traffic won’t do it. You have to actively seek out attention from the press. “That’s how they’re jump-starting the links structure. It’s not organic.” Indeed, when Huffington announced her venture and her celebrity guests, bloggers grumbled that it weirdly inverted the whole grassroots appeal of blogs. Larry David and Danielle Crittenden are hardly what you’d call outsiders to mass media.

PR 2.0

The key to becoming famous in the blogoshpere:

Storage Software The key to becoming famous in the blogoshpere: “ The good news is that it’s still possible to create a top-ranked blog,” says Shirky. “The bad news is, the way to get into the top ten now seems to be public relations.” Just posting witty entries and hoping for traffic won’t do it. You have to actively seek out attention from the press. “That’s how they’re jump-starting the links structure. It’s not organic.” Indeed, when Huffington announced her venture and her celebrity guests, bloggers grumbled that it weirdly inverted the whole grassroots appeal of blogs. Larry David and Danielle Crittenden are hardly what you’d call outsiders to mass media.

Storage Software

The key to becoming famous in the blogoshpere:

PR 2.0 The key to becoming famous in the blogoshpere: Online users gaining editorial control

PR 2.0

The key to becoming famous in the blogoshpere:

Digg: Sharing news with each other, rating it

Gabbr: Sharing news with each other, rating it

Your own readers should start to look like you Producing targeted content Creating communities Selling advertising Liking to you and driving traffic to you

Producing targeted content

Creating communities

Selling advertising

Liking to you and driving traffic to you

Build Community Colonize the Blogosphere Converse with a community and contribute to it You get what you give. You will get back what you give Our Web 2.0 Strategy

Build Community

Colonize the Blogosphere

Converse with a community and contribute to it

You get what you give. You will get back what you give

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Writing for the Internet Widgets

Widgets

Widgets Widgets

Widgets Widgets

Writing for the Internet Social Networking

Social Networking

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Social Networks Connect Users into Communities of Trust (or interests)

Social Networks Connect Users into Communities of Trust (or interests)

myspace MySpace now has 25 million users

Social Networks Connect Users into Communities of Trust (or interests)

Social Networks Connect Users into Communities of Trust (or interests)

Social Networks Connect Users into Communities of Trust (or interests)

Writing for the Internet Keys to Developing Web 2.0 Online Community

Keys to Developing Web 2.0 Online Community

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Writing for the Internet Developing Online Conversations Building Community You’ve got a fantastic blog. The design is beautiful, the content rich and relevant. But your stats are showing that only three people have visited since last July. What can you do?

Developing Online Conversations

Building Community

You’ve got a fantastic blog. The design is beautiful, the content rich and relevant. But your stats are showing that only three people have visited since last July. What can you do?

Permalinks, trackbacks & comments Permalink : direct URL to Post (others will use this to link to specific posts vs. entire blog) Trackback: Special URL used to ping a post when someone else references it Comments : usually include links back to person’s blog Permalinks, Trackbacks, Comments

Permalinks, trackbacks & comments The pros and cons of comment systems (Seth Godin's Blog) Nasty posts Takes time Trackbacks and Pingbacks can rapidly extend your blog’s reach Links, trackbacks, pings market your blog Permalinks, Trackbacks, Comments

The pros and cons of comment systems (Seth Godin's Blog)

Nasty posts

Takes time

Trackbacks and Pingbacks can rapidly extend your blog’s reach

Links, trackbacks, pings market your blog

Providing Feedback Mechanisms Comments – Direct feedback from visitors Linkbacks – Links from one post to another site’s post Rating Systems – evaluate contributions, content, user-reliability

Comments – Direct feedback from visitors

Linkbacks – Links from one post to another site’s post

Rating Systems – evaluate contributions, content, user-reliability

The Value of Tagging This is a tag cloud

Using “the Semantic Web” The Semantic Web is a project that intends to create a universal medium for information exchange by giving meaning , in a manner understandable by machines , to the content of documents on the Web.

The Semantic Web is a project that intends to create a universal medium for information exchange by giving meaning , in a manner understandable by machines , to the content of documents on the Web.

Viral Economies The relationship between blog comments and revenues reveals exponential scale economies in viral effects – essentially, scale economies to complements (ie, conversation). Permeable boundaries mean users can easily become peers, and produce complements like comments.

Hierarchy Model

Matrix Model

Tagging: it’s Branding A tag is a descriptive name used to categorize online content, such as: Blog posts Website links ( http://del.icio.us ) Photos ( www.flickr.com ) Connect to online communities and get found in new ways Tag: Oil Rig Hint: Tag your content “OTC” in Flickr

A tag is a descriptive name used to categorize online content, such as:

Blog posts

Website links ( http://del.icio.us )

Photos ( www.flickr.com )

Connect to online communities and get found in new ways

Rivalling SEM, tagging brings you to the top of the search engines, via SEO Tagging

Rivalling SEM, tagging brings you to the top of the search engines, via SEO

Listen to the blogosphere Online technologies enable faster feedback and a more strategic understanding of where the market is heading From a competitive standpoint, Web 2.0 technologies can demonstrate that you care about its products and customers Share your message faster and more cost-effectively than traditional marketing tactics

Online technologies enable faster feedback and a more strategic understanding of where the market is heading

From a competitive standpoint, Web 2.0 technologies can demonstrate that you care about its products and customers

Share your message faster and more cost-effectively than traditional marketing tactics

Who We Are Technorati Are you tagging enough?

Who We Are

Who We Are Our Tools

Who We Are

Taxonomy From Greek verb: tassein = &quot;to classify” nomos = law, science, &quot;economy&quot; The science of classifying things Hierarchical tree-like structure Requires planning and expertise Source: http://en.wikipedia.org/wiki/Taxonomy

From Greek verb: tassein = &quot;to classify” nomos = law, science, &quot;economy&quot;

The science of classifying things

Hierarchical tree-like structure

Requires planning and expertise

Source: http://en.wikipedia.org/wiki/Taxonomy

Taxonomy Dewey Decimal System: Religion Buddhism? Source: htp://www.mattmcalister.com … 292 Classical (Greek & Roman) 293 Germanic religion 294 Religions of Indic origin 295 Zoroastrianism 296 Judaism 297 Islam & religions originating in it 298 Not assigned or no longer used 299 Other religions …

Dewey Decimal System: “ Religion ” 200 Religion 201 Philosophy of Christianity 202 Misce llany of Christianity 203 Dictionaries of Christianity 204 Special topics 205 Serial publications of Christianity 206 Organizations of Christianity 207 Education, research in Christianity 208 Kinds of persons in Christianity 209 History & geography of Christianity 210 Natural theology 211 Concepts of God 212 Existence, attributes of God 213 Creation 214 Theodicy 215 Science & religion 216 Good & evil 217 Not assigned or no longer used 218 Humankind 219 Not assigned or no longer used 220 Bible 221 Old Testament 222 Historical books of Old Testament 223 Poetic books of Old Testament 224 Prophetic books of Old Testament 225 New Testament 226 Gospels & Acts 227 Epistles 228 Revelation (Apocalypse) 229 Apocrypha & pseudepigrapha 230 Christian theology 231 God 262 Ecclesiology 263 Times, places of religious observance 2 64 Public worship 265 Sacraments, other rites & acts 266 Missions 267 Associations for religious work 268 Religious education 269 Spiritual renewal 270 Christian church history 271 Religious orders in church history 272 Persecutions in church history 273 Heresies in church history 274 Christian church in Europe 275 Christian church in Asia 276 Christian church in Africa 277 Christian church in North America 278 Christian church in South America 279 Christian church in other areas 280 Christian denominations & sects 281 Early church & Eastern churches 282 Roman Catholic Church 283 Anglican churches 284 Protestants of Continental origin 285 Presbyterian, Reformed, Congregational 286 Baptist, Disciples of Christ, Adventist 287 Methodist & related churches 288 Not assigned or no longer used 289 Other denominations & sects 290 Other & comparative religions 291 Comparative religion 292 Classical (Greek & Roman) religion 293 Germanic religion 294 Religions of Indic origin 295 Zoroastrianism (Mazdaism, Parseeism) 296 Judaism 297 Islam & religions originating in it 298 Not assigned or no longer used 299 Other religions 231 God 232 Jesus Christ & his family 233 Humankind 2 34 Salvation (Soteriology) & grace 235 Spiritual beings 236 Eschatology 237 Not assigned or no longer used 238 Creeds & catechisms 239 Apologetics & polemics 240 Christian moral & devotional theology 241 Moral theology 242 Devotional literature 243 Evangelistic writings for individuals 244 Not assigned or no longer used 245 Texts of hymns 246 Use of art in Christianity 247 Church furnishings & articles 248 Christian experience, practice, life 249 Christian observances in family life 250 Christian orders & local church 251 Preaching (Homiletics) 252 Texts of sermons 253 Pastoral office (Pastoral theology) 254 Parish government & administration 255 Religious congregations & orders 256 Not assigned or no longer used 257 Not assigned or no longer used 258 Not assigned or no longer used 259 Activities of the local church 260 Christian social theology 261 Social theology 262 Ecclesiology ? Buddhism 297 Islam & religions originating in it 296 Judaism

200 Religion 201 Philosophy of Christianity 202 Misce llany of Christianity 203 Dictionaries of Christianity 204 Special topics 205 Serial publications of Christianity 206 Organizations of Christianity 207 Education, research in Christianity 208 Kinds of persons in Christianity 209 History & geography of Christianity 210 Natural theology 211 Concepts of God 212 Existence, attributes of God 213 Creation 214 Theodicy 215 Science & religion 216 Good & evil 217 Not assigned or no longer used 218 Humankind 219 Not assigned or no longer used 220 Bible 221 Old Testament 222 Historical books of Old Testament 223 Poetic books of Old Testament 224 Prophetic books of Old Testament 225 New Testament 226 Gospels & Acts 227 Epistles 228 Revelation (Apocalypse) 229 Apocrypha & pseudepigrapha 230 Christian theology 231 God

262 Ecclesiology 263 Times, places of religious observance 2 64 Public worship 265 Sacraments, other rites & acts 266 Missions 267 Associations for religious work 268 Religious education 269 Spiritual renewal 270 Christian church history 271 Religious orders in church history 272 Persecutions in church history 273 Heresies in church history 274 Christian church in Europe 275 Christian church in Asia 276 Christian church in Africa 277 Christian church in North America 278 Christian church in South America 279 Christian church in other areas 280 Christian denominations & sects 281 Early church & Eastern churches 282 Roman Catholic Church 283 Anglican churches 284 Protestants of Continental origin 285 Presbyterian, Reformed, Congregational 286 Baptist, Disciples of Christ, Adventist 287 Methodist & related churches 288 Not assigned or no longer used 289 Other denominations & sects 290 Other & comparative religions 291 Comparative religion 292 Classical (Greek & Roman) religion 293 Germanic religion 294 Religions of Indic origin 295 Zoroastrianism (Mazdaism, Parseeism) 296 Judaism 297 Islam & religions originating in it 298 Not assigned or no longer used 299 Other religions

231 God 232 Jesus Christ & his family 233 Humankind 2 34 Salvation (Soteriology) & grace 235 Spiritual beings 236 Eschatology 237 Not assigned or no longer used 238 Creeds & catechisms 239 Apologetics & polemics 240 Christian moral & devotional theology 241 Moral theology 242 Devotional literature 243 Evangelistic writings for individuals 244 Not assigned or no longer used 245 Texts of hymns 246 Use of art in Christianity 247 Church furnishings & articles 248 Christian experience, practice, life 249 Christian observances in family life 250 Christian orders & local church 251 Preaching (Homiletics) 252 Texts of sermons 253 Pastoral office (Pastoral theology) 254 Parish government & administration 255 Religious congregations & orders 256 Not assigned or no longer used 257 Not assigned or no longer used 258 Not assigned or no longer used 259 Activities of the local church 260 Christian social theology 261 Social theology 262 Ecclesiology

Folksonomy Source: http://www.librarything.com/tagcloud.php

Tags bridge the gap between structure and meaning

And they become social fabric: great opportunity for brands

Del.icio.us is an Example of a Site that Uses a “Folksonomy” to Organize Bookmarks Tags: Descriptive words applied by users to links. Tags are searchable My Tags: Words I’ve used to describe links in a way that makes sense to me A “folksonomy” is a spontaneous, collaborative work to categorize links by a community of users. Users take control of organize the content together.

Who We Are Delicious Social Bookmarking

Who We Are

Who We Are Delicious

Who We Are

Brand Blogging 101

Writing for the Internet Content Aggregators (RSS Feed Readers & Start Pages )

Content Aggregators (RSS Feed Readers & Start Pages )

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Text Based on Dion’s RSS illustration at http://www.flickr.com/photos/dionh/62142614/

Writing for the Internet Content Syndication

Content Syndication

Writing for the Internet Start Pages

Writing for the Internet Content Aggregators -Target the right influencers -Mine discussion groups and customer blogs -Manufacture conversations and “coolness”? -Secrecy and exclusivity

News Aggregation Source: http://newsgator.com/home.aspx

Writing for the Internet Content Aggregator’ Feedburner

Writing for the Internet Email Newsletters: publish and subscribe

Email Newsletters: publish and subscribe

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Writing for the Internet Email Newsletters coolness”?  How do secrecy and exclusivity fit in?

coolness”?  How do secrecy and exclusivity fit in?

Writing for the Internet Email Newsletters

Writing for the Internet Keys to Web 2.0 RSS

Keys to Web 2.0 RSS

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

A blog publishing standard -big media use RSS to distribute stories -newswires, IDG, Ziff Davis, CMP RSS is simply a new way to publish news in what’s called “feeds” – Akin to the old wire service feeds Big Media and blogs are using RSS to distribute stories/summaries/alerts What is RSS: Real Simple Syndication

RSS RSS is the most significant advance in the fundamental architecture of the web RSS allows someone to link not just to a page, but to subscribe to it , with notification every time that page changes. People call this the &quot;live web&quot;. RSS is now being used to push not just notices of new blog entries, but also all kinds of data updates, including stock quotes, weather data, and photo availability.

RSS is the most significant advance in the fundamental architecture of the web

RSS allows someone to link not just to a page, but to subscribe to it , with notification every time that page changes. People call this the &quot;live web&quot;.

RSS is now being used to push not just notices of new blog entries, but also all kinds of data updates, including stock quotes, weather data, and photo availability.

RSS RSS is the most significant advance in the fundamental architecture of the web since early hackers realized that CGI could be used to create database-backed websites. RSS allows someone to link not just to a page, but to subscribe to it, with notification every time that page changes. People call this the &quot;live web&quot;. RSS is now being used to push not just notices of new blog entries, but also all kinds of data updates, including stock quotes, weather data, and photo availability.

RSS is the most significant advance in the fundamental architecture of the web since early hackers realized that CGI could be used to create database-backed websites.

RSS allows someone to link not just to a page, but to subscribe to it, with notification every time that page changes. People call this the &quot;live web&quot;.

RSS is now being used to push not just notices of new blog entries, but also all kinds of data updates, including stock quotes, weather data, and photo availability.

Source: http://www.bloglines.com/public/kevinlim

A new way of receiving content…

RSS Examples

RSS Reader Examples

RSS Examples

RSS Feeds

RSS Feeds

Writing for the Internet Keys to Web 2.0 Photography Syndication

Keys to Web 2.0 Photography Syndication

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Text http://www.flickr.com/photos/krazydad/4921613/in/set-95771/ 10% Mona 90% Lisa Mosaic made from images matching the tag “mona” or “lisa”.

Writing for the Internet Photography -Flickr = 2.5 million member community members Upload pictures to Hello and Flickr Integrate Hello and Flickr pictures into your new weblog Publicize your new weblog

Photography

-Flickr = 2.5 million member community members

Upload pictures to Hello and Flickr

Integrate Hello and Flickr pictures into your new weblog

Publicize your new weblog

Writing for the Internet Photography Flickr is basis of “Life Takes Visa” Campaign

Photography

Flickr is basis of “Life Takes Visa” Campaign

Writing for the Internet Photography Flickr is basis of “Life Takes Visa” Campaign

Photography

Flickr is basis of “Life Takes Visa” Campaign

Who We Are Photography

Who We Are

Photography

Flickr: a social network for sharing photos Flickr shows me photos from my network Flickr combines a social network with user generated content. Users can work together to collaborate on photo projects and use each others’ tags to find new photos. Flickr also has an API for web services to integrate photo collections with blogs and other apps.

Flickr: a social network for sharing photos Achtung Artists! Flickr Portfolio. No attachments. Make Sets. Create a Flickr Clip Book or Portfolio. Public or Private. Tagged and Browseable.

My contacts “tags” are available to me Flickr: a social network for sharing photos

Photography Folksonomy how photo tagging works

Photography Folksonomy public “gadget” photos

Folksonomy = folk + taxonomy Open, democratic form of organization Tags bridge structure and meaning Tags reflect the social fabric “ It’s like 90% of a ‘proper’ taxonomy but 10 times simpler” (Butterfield, 2004) Folksonomy building a semantic web

Folksonomy = folk + taxonomy

Open, democratic form of organization

Tags bridge structure and meaning

Tags reflect the social fabric

“ It’s like 90% of a ‘proper’ taxonomy but 10 times simpler” (Butterfield, 2004)

Writing for the Internet Keys to Web 2.0 Video Syndication

Keys to Web 2.0 Video Syndication

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Video Content Syndication

Video Content Syndication

Video Content Syndication Viacom is allowing users to play with its content on The N, a new teen channel Web site, to create video montages they can send to their friends.

Video Content Syndication

Video Content Syndication -YouTube = 30 million videos viewed Google Video lets people upload videos and sell them Microsoft has a new project called Warhol which will be released this summer.

Video Content Syndication

Video Content Syndication Develop extreme content

Video Content Syndication

Video Content Syndication Develop extreme content

Video Content Syndication

Video Content Syndication Viacom is allowing users to play with its content on The N, a new teen channel Web site, to create video montages they can send to their friends.

Video Content Syndication

Writing for the Internet Keys to Monitoring the Blogosphere

Keys to Monitoring the Blogosphere

You can keyword search what being said on blogs using --BlogPulse --Feedster --Technorati -personal publishing or content management system -Technorati tracks over 6 million blogs in Jan 2005 Writing for the Internet Monitoring the Blogosphere

You can keyword search what being said on blogs using

--BlogPulse

--Feedster

--Technorati

-personal publishing or content management system

-Technorati tracks over 6 million blogs in Jan 2005

Monitoring the Blogosphere

Writing for the Internet Blogpulse

Blogpulse

Writing for the Internet Feedster

Feedster

Writing for the Internet Technorati

Technorati

Writing for the Internet Keys to Measuring Blog Viewership and Traffic

Keys to Measuring Blog Viewership and Traffic

Measuring your blog Viewership -You need to monetize (count) your blog traffic to sell it o advertizers -you sell traffic/eyeballs to advertisers) -Desktop applications automate the gathering and analysis of blog, discussion group, and search engine content. Writing for the Internet Measuring Blog Viewership

Measuring Blog Viewership

Writing for the Internet Measuring Blog Viewership

Measuring Blog Viewership

Setting Goals and Establishing Metrics If you’re trying to obtain sponsorship of a blog by an advertiser, you need to measure your success: Measure syndicated feeds -Know buzz measurement tools (Blogpulse, Intelliseek) -Frequency of posting affects traffic -”Hits” matter - Measure inbound links - Technorati -Use feedburner stats - Blogroll links Pagerank Writing for the Internet Measuring Blog Viewership

Setting Goals and Establishing Metrics

If you’re trying to obtain sponsorship of a blog by an advertiser, you need to measure your success:

Measure syndicated feeds -Know buzz measurement tools (Blogpulse, Intelliseek) -Frequency of posting affects traffic -”Hits” matter - Measure inbound links - Technorati -Use feedburner stats - Blogroll links

Pagerank

Measuring Blog Viewership

-Measure inbound links - Technorati Inbound Links are 80% accurate predictor of traffic Writing for the Internet Measuring Inbound Links

Measuring Inbound Links

Writing for the Internet Blogebrity & Blog Influence

Blogebrity & Blog Influence

Writing for the Internet Page Rank Get on A list blog roll Send A-lister blog fodder (catch their attention) – your traffic will explode Post relentlessly and often The A list changes fast (cultural winds can drive blogs in and out of favor) Break news, report (have the best content) Gain credibility

Page Rank

Measuring Online PR Efforts

Writing for the Internet Mashups

Mashups

Mash-Ups Source: www.housingmaps.com

What is a Mashup? Mashup (web application hybrid) : a website or web application that combines content from more than one source -- Wikipedia

Mashup (web application hybrid) : a website or web application that combines content from more than one source

-- Wikipedia

A Simple Content Mashup

A Simple Content Mashup

How did they do this?

Tag data makes mashups easy

Why Content Data Matters TTHE BAD People are interacting with social media tools instead of your site Your content getting mixed up with other sources THTHE GOOD People using your content for personal use People distributing your content for you Your content accessible for mashups

TTHE BAD

People are interacting with social media tools instead of your site

Your content getting mixed up with other sources

THTHE GOOD

People using your content for personal use

People distributing your content for you

Your content accessible for mashups

Why User Participation Matters They create content for you Your site becomes a destination for groups to form There’s no better way to learn what your users want If you don’t give them a way to communicate, they’ll go elsewhere

They create content for you

Your site becomes a destination for groups to form

There’s no better way to learn what your users want

If you don’t give them a way to communicate, they’ll go elsewhere

Why play in the Mashup game? Create more compelling offerings for your users Get your stuff in front of more people than your competitors Distribute your revenue model in addition to your content

Create more compelling offerings for your users

Get your stuff in front of more people than your competitors

Distribute your revenue model in addition to your content

Explicit description of content longitude and latitude road condition summary

Make it relevant to your users

Make it relevant to your users

How do I get mashed up? Make your content easy to grab Markup your content with tags and microformats If you employ interactivity, expose the programming interface for those tools Jump start it with your own mashups

Make your content easy to grab

Markup your content with tags and microformats

If you employ interactivity, expose the programming interface for those tools

Jump start it with your own mashups

Yeah, so what? What’s the ROI? If you don’t, someone else will take your market opportunity The costs are minimal The upside is big time distribution

If you don’t, someone else will take your market opportunity

The costs are minimal

The upside is big time distribution

How do I make the model work? Answer: Incentives all around Mashup artists who use your content must also carry your ads (or sub offers) (YPN, AdSense, Amazon Affiliates) Split revenue with your Mashers Everyone gets what they want Mashers make money More users get your content You make money Advertisers reach target customers

Mashup artists who use your content must also carry your ads (or sub offers)

(YPN, AdSense, Amazon Affiliates)

Split revenue with your Mashers

Everyone gets what they want

Mashers make money

More users get your content

You make money

Advertisers reach target customers

The arguments against getting connected out there I’ve got other priorities Make “winning” a priority… it’s no fun just “maintaining” anyhow

I’ve got other priorities

The arguments against getting connected out there I’ve got other priorities My engineers are working on a new CMS Again? You really really don’t need a new CMS. They would have more fun doing mashups, I’m sure.

I’ve got other priorities

My engineers are working on a new CMS

The arguments against getting connected out there I’ve got other priorities My engineers are working on a new CMS I just need traffic and things will change Don’t get caught in that trap. If you connnect with a valuable audience, the money will come.

I’ve got other priorities

My engineers are working on a new CMS

I just need traffic and things will change

The arguments against getting connected out there I’ve got other priorities My engineers are working on a new CMS I just need traffic and things will change My content is valuable. I want control over where it appears and who uses it Learn from the RIAA. Incentivize good behavior because you don’t have the $$$ to sue everyone.

I’ve got other priorities

My engineers are working on a new CMS

I just need traffic and things will change

My content is valuable. I want control over where it appears and who uses it

The arguments against getting connected out there I’ve got other priorities My engineers are working on a new CMS I just need traffic and things will change My content is valuable. I want control over where it appears and who uses it A competitor might use my content and take my users away Make them a partner and profit together. They’ll steal your customers with or without you.

I’ve got other priorities

My engineers are working on a new CMS

I just need traffic and things will change

My content is valuable. I want control over where it appears and who uses it

A competitor might use my content and take my users away

The arguments against getting connected out there I’ve got other priorities My engineers are working on a new CMS I just need traffic and things will change My content is valuable. I want control over where it appears and who uses it A competitor might use my content and take my users away I want advertisers paying me anywhere my content is being used 50% of a big pie can be worth more than 100% of a small pie.

I’ve got other priorities

My engineers are working on a new CMS

I just need traffic and things will change

My content is valuable. I want control over where it appears and who uses it

A competitor might use my content and take my users away

I want advertisers paying me anywhere my content is being used

The arguments against getting connected out there I’ve got other priorities My engineers are working on a new CMS I just need traffic and things will change My content is valuable. I want control over where it appears and who uses it A competitor might use my content and take my users away I want advertisers paying me anywhere my content is being used Do you really think I will make more money doing this than selling brand advertising? Hmmm, good point. Probably not. But you’d be crazy not to at least diversify.

I’ve got other priorities

My engineers are working on a new CMS

I just need traffic and things will change

My content is valuable. I want control over where it appears and who uses it

A competitor might use my content and take my users away

I want advertisers paying me anywhere my content is being used

Do you really think I will make more money doing this than selling brand advertising?

Writing for the Internet Podcasting

Podcasting

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Podcasting Podcasts are online feeds of audio files placed on the Internet for subscription News Music Speeches / presentations 10,000 to 20,000 podcasts in cyberspace

Podcasts are online feeds of audio files placed on the Internet for subscription

News

Music

Speeches / presentations

10,000 to 20,000 podcasts in cyberspace

TV & Radio Podcasting

Podcasting

Here’s what we learned today Strategy Strategy Strategy The Goal is to BUILD BUZZ! New tools and trends in web technology Examples of user-generated content Why these trends matter to you How to leverage these tools to your advantage The power of publicity still lives in a 2.0 world

Strategy Strategy Strategy

The Goal is to BUILD BUZZ!

New tools and trends in web technology

Examples of user-generated content

Why these trends matter to you

How to leverage these tools to your advantage

The power of publicity still lives in a 2.0 world

Writing for the Internet Keys to Blog Development Keys to setting up a blog 1. “Build it and they will come?” NO! 2. Why not to use journalistic style 3. Don't just post it, syndicate it! (RSS, Press Release, Email Newsletter) 4. Post frequently 5. Give to your community 6. Build a “Publish and Subscribe Model”

Keys to Blog Development

Keys to setting up a blog

1. “Build it and they will come?” NO!

2. Why not to use journalistic style

3. Don't just post it, syndicate it! (RSS, Press Release, Email Newsletter)

4. Post frequently

5. Give to your community

6. Build a “Publish and Subscribe Model”

Our 2.0 Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG

Brand Blogging 101 What is the blogosphere and Web 2.0? How is blogging and Web 2.0 different than traditional “paid” online media? Why did I come here today? How am I going to use Web 2.0? How much will it cost me? What are the pros of blogging? The cons? What are some low-cost strategies and ideas to market my creative work?

What is the blogosphere and Web 2.0?

How is blogging and Web 2.0 different than traditional “paid” online media?

Why did I come here today?

How am I going to use Web 2.0? How much will it cost me?

What are the pros of blogging? The cons?

What are some low-cost strategies and ideas to market my creative work?

Brand Blogging 101 What are the 10 keys to setting up a blog that sells? What can Web 2.0 do for me? How can I develop a Web 2.0 strategy for myself? What is a Web 2.0 strategy? Is it a “blog business model”? How can I used paid and earned media to promote my blog?

What are the 10 keys to setting up a blog that sells?

What can Web 2.0 do for me?

How can I develop a Web 2.0 strategy for myself?

What is a Web 2.0 strategy? Is it a “blog business model”?

How can I used paid and earned media to promote my blog?

Writing for the Internet Q&A

Q&A

Brand Blogging 101

Who We Are Now Content Developers -Copywriters -Writers -Authors -Bloggers -Publishers -Public Relations Professionals Creatives Photographers Designers Web Designers Artists Evangelists We Are Web 2. 0 Strategists

Content Developers

-Copywriters

-Writers

-Authors

-Bloggers

-Publishers

-Public Relations Professionals

Creatives

Photographers

Designers

Web Designers

Artists

Evangelists

Congratulations You are now an official “ Web 2.0 Strategist”

You are now an official

“ Web 2.0 Strategist”