BNI Web Future

Slide 1: Introduction to Web 2.0 Presented to BNI Vanguard 5 March 2008 by Iain McKay Proprietary and Confidential P1

Slide 2: 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.” Proprietary and Confidential P2

Slide 3: 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. Proprietary and Confidential P3

Slide 4: Blogging A Blog is a “website where entries are made in journal style and displayed in a reverse chronological order.” “A Web-log.” Blogs  ABC NEWS  50 Million Blogs  BBC – Chris Moyles (CyberJournalist.net - 2006)  GM (General Motors)  Global Reach  IBM  Targeted audiences  McDonalds (Internal)  Cheap to produce Proprietary and Confidential P4

Slide 5: 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) Current popular promotional Podcasts:  National Geographic Video Shorts Podcasts  Casino Royale – Sony Pictures  266 Million Podcasts (Google answers - 2006)  Scissor sisters video diary  The Chris Moyles Show  Global Reach  Targeted audiences  Most popular podcast:  Cheap to produce 261,670 downloads per episode during its first month. (Ricky Gervais-2005) Proprietary and Confidential P5

Slide 6: 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… Proprietary and Confidential P6

Slide 7: Viral Marketing Viral Marketing  When successful, results in an ideal PR situation- buzz.  Linked with ‘web 2.0’ concept of user- generated content. Purchased by Google for  Typically publicised $1.6bn in stock. through email and ‘community’ boards.  Can be linked with online games. Proprietary and Confidential P7

Slide 8: Building a Large Business On You Tube Direct Advertising  Cult  Subscriber base  Product re-invention  Brand “Association” Proprietary and Confidential P8

Slide 9: Most Viewed – (No comment) Why….  ?  ?  ? Proprietary and Confidential P9

Slide 10: 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 Proprietary and Confidential P10

Slide 11: Case Study # 1 – Making a splash Christmas Top 10  Cult classic  Homepage Featured  #6 on Christmas Day  almost 1m views Proprietary and Confidential P11

Slide 12: Case Study #2 – Organic / quirky SouthSound Buzz  Unfeatured  Low cost  +22,000 hits  no obvious link  used for email viral Proprietary and Confidential P12

Slide 13: Thank you Iain McKay Commercial Director +44 8706 09 3565 +44 7779 888 321 iain.mckay@eurekastep.com Proprietary and Confidential P13