Introduction to Web 2.0 Presented to BNI Vanguard 5 March 2008 by Iain McKay

Web 2.0 Encapsulates: Blogs Wikis RSS Feeds Video sharing Photo sharing Online applications “ Web 2.0 refers to a second-generation of Internet-based services such as: social networking sites, wikis, communication tools, and folksonomies …that let people collaborate and share information online in previously unavailable ways .”

Encapsulates:

Blogs

Wikis

RSS Feeds

Video sharing

Photo sharing

Online applications

“ Web 2.0 refers to a second-generation of Internet-based services such as: social networking sites, wikis, communication tools, and folksonomies …that let people collaborate and share information online in previously unavailable ways .”

Commercial Application ArcelorMittal Global Merger of the two Market leaders in the Steel Industry All Change manage-ment on-line using Web 2.0 technologies.

ArcelorMittal

Global Merger of the two Market leaders in the Steel Industry

All Change manage-ment on-line using Web 2.0 technologies.

Blogging A Blog is a “website where entries are made in journal style and displayed in a reverse chronological order.” “ A Web-log.” ABC NEWS BBC – Chris Moyles GM (General Motors) IBM McDonalds (Internal) Blogs 50 Million Blogs (CyberJournalist.net - 2006) Global Reach Targeted audiences Cheap to produce

A Blog is a “website where entries are made in journal style and displayed in a reverse chronological order.”

“ A Web-log.”

ABC NEWS

BBC – Chris Moyles

GM (General Motors)

IBM

McDonalds (Internal)

Blogs

50 Million Blogs (CyberJournalist.net - 2006)

Global Reach

Targeted audiences

Cheap to produce

Podcasting A podcast is a “multimedia file distributed over the Internet using syndication feeds” for playback on mobile devices and personal computers. (audio or video) Podcasts 266 Million Podcasts (Google answers - 2006) Global Reach Targeted audiences Cheap to produce Current popular promotional Podcasts: National Geographic Video Shorts Casino Royale – Sony Pictures Scissor sisters video diary The Chris Moyles Show Most popular podcast: 261,670 downloads per episode during its first month . (Ricky Gervais-2005)

A podcast is a “multimedia file distributed over the Internet using syndication feeds” for playback on mobile devices and personal computers. (audio or video)

Podcasts

266 Million Podcasts (Google answers - 2006)

Global Reach

Targeted audiences

Cheap to produce

Current popular promotional Podcasts:

National Geographic Video Shorts

Casino Royale – Sony Pictures

Scissor sisters video diary

The Chris Moyles Show

Most popular podcast: 261,670 downloads per episode during its first month . (Ricky Gervais-2005)

Viral Marketing Viral marketing for your clients “a marketing technique that uses pre-existing social networks to produce exponential increases in brand awareness.” … typically for playback on personal computers, mobile phones and other multimedia handheld devices. The internet has proven to be an ideal platform to spread marketing messages. It goes hand in hand with Viral Marketing. For example…

Viral Marketing Purchased by Google for $1.6bn in stock. Viral Marketing When successful, results in an ideal PR situation- buzz . Linked with ‘web 2.0’ concept of user- generated content. Typically publicised through email and ‘community’ boards. Can be linked with online games .

Viral Marketing

When successful, results in an ideal PR situation- buzz .

Linked with ‘web 2.0’ concept of user- generated content.

Typically publicised through email and ‘community’ boards.

Can be linked with online games .

Building a Large Business On You Tube Direct Advertising Cult Subscriber base Product re-invention Brand “Association”

Direct Advertising

Cult

Subscriber base

Product re-invention

Brand “Association”

Most Viewed – (No comment) Why…. ? ? ?

Why….

?

?

?

Discussion Points Ad Types Blatant advertising lacks credibility – Dynamite Surfing But Blendtec have built their brand on youtube Anonymous – is it or isn’t it a Ray Ban ad? – “ Guy Catches Glasses with Face ” Series Organised Less traction Lower cost for cast One Offs Wider net One may be a success Timing Critical for editorial selection Short shelf life

Ad Types

Blatant advertising

lacks credibility – Dynamite Surfing

But Blendtec have built their brand on youtube

Anonymous – is it or isn’t it a Ray Ban ad? – “ Guy Catches Glasses with Face ”

Series

Organised

Less traction

Lower cost for cast

One Offs

Wider net

One may be a success

Timing

Critical for editorial selection

Short shelf life

Case Study # 1 – Making a splash Christmas Top 10 Cult classic Homepage Featured #6 on Christmas Day almost 1m views

Christmas Top 10

Cult classic

Homepage Featured

#6 on Christmas Day

almost 1m views

Case Study #2 – Organic / quirky SouthSound Buzz Unfeatured Low cost +22,000 hits no obvious link used for email viral

SouthSound Buzz

Unfeatured

Low cost

+22,000 hits

no obvious link

used for email viral

Iain McKay Commercial Director +44 8706 09 3565 +44 7779 888 321 [email_address] Thank you