Capitalising on the
convergence of Web 2.0
Engagement strategies for social media

1 is Web 2.0?
What

RSS
Really Simple Syndication

RSS
Web applications

RSS
Web applications
Developer tools
Web services, AJAX, agile programming

1 is Web 2.0...
What
really?

Conversation

“You've made it clear. You'd rather see
Digg go down fighting than bow down
to a bigger company”
Digg founder, Kevin Rose

Social media
building blocks
presence
sharing relationships
identity
conversations trust
groups

Social media
building blocks
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“
One of the most neglected aspects of the
blogosphere, in my opinion, is that precisely
because it’s (mostly) composed of people who
aren’t professional journalists, it’s composed of
people who are professional doers of something
else and know a great deal about what it is they
‘really’ do. Consequently, the overall network of
blogs contains a great deal of embedded
”
knowledge.

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3Business benefits

Internet in%Australia
of Australian population
110.0
82.5
55.0
27.5
0
Mobile Internet Broadband 3G Mobile

Social media &
networking is BIG...
and growing...

Listen to the
market

Follow the
conversation...

The power of
“someone like me”

Control Message
Conversation
In uence

?

You Rock!

Build your fan base by
helping them...

You Suck!

4Marketing 2.0

The “because” effect:
What happens when you make
more money because of, rather
than with something.
Doc Searls

Popularity Head Long tail
Products

MySpace
Facebook
Flickr

How much effort?
• Time
• $$
• Technical capacity

ROI mapping
More effective
Less effective
Less effort More effort

Questions & discussion
This presentation and associated notes are available at:
http://zum.io/2008/05/22/cpa-branding-presentation

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