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...
Social media
  building blocks

                               presence


                  sharing                 relati...
Social media
  building blocks

                        p
                    s        r

               =    c
          ...
p
s        r
    id
c        t
    g
p
s        r
    id
c        t
    g
p
s        r
    id
c        t
    g
p
s        r
    id
c        t
    g
p
s        r
    id
c        t
    g
p
s        r
    id
c        t
    g
p
s        r
    id
c        t
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p
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    id
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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...
p
s        r
    id
c        t
    g
3Business benefits
Internet in%Australia
            of Australian population
110.0


 82.5


 55.0


 27.5


   0
        Mobile   Internet ...
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.
                       ...
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-pres...
This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Australia
License. To view a co...
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
CPA Branding Conference - Web 2.0 Presentation
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CPA Branding Conference - Web 2.0 Presentation

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Presentation delivered to delegates of the CPA Australia Branding conference in Sydney, 22 May 2008. Presentation notes available for download at http://zum.io/2008/05/22/cpa-branding-presentation/

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Transcript of "CPA Branding Conference - Web 2.0 Presentation"

  1. 1. Capitalising on the convergence of Web 2.0 Engagement strategies for social media
  2. 2. 1 is Web 2.0? What
  3. 3. RSS Really Simple Syndication
  4. 4. RSS Web applications
  5. 5. RSS Web applications Developer tools Web services, AJAX, agile programming
  6. 6. 1 is Web 2.0... What really?
  7. 7. Conversation
  8. 8. “You've made it clear. You'd rather see Digg go down fighting than bow down to a bigger company” Digg founder, Kevin Rose
  9. 9. Social media building blocks presence sharing relationships identity conversations trust groups
  10. 10. Social media building blocks p s r = c id t g
  11. 11. p s r id c t g
  12. 12. p s r id c t g
  13. 13. p s r id c t g
  14. 14. p s r id c t g
  15. 15. p s r id c t g
  16. 16. p s r id c t g
  17. 17. p s r id c t g
  18. 18. p s r id c t g
  19. 19. p s r id c t g
  20. 20. “ 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.
  21. 21. p s r id c t g
  22. 22. 3Business benefits
  23. 23. Internet in%Australia of Australian population 110.0 82.5 55.0 27.5 0 Mobile Internet Broadband 3G Mobile
  24. 24. Social media & networking is BIG... and growing...
  25. 25. Listen to the market
  26. 26. Follow the conversation...
  27. 27. The power of “someone like me”
  28. 28. Control Message Conversation In uence
  29. 29. ?
  30. 30. You Rock!
  31. 31. Build your fan base by helping them...
  32. 32. You Suck!
  33. 33. 4Marketing 2.0
  34. 34. The “because” effect: What happens when you make more money because of, rather than with something. Doc Searls
  35. 35. Popularity Head Long tail Products
  36. 36. MySpace Facebook Flickr
  37. 37. How much effort? • Time • $$ • Technical capacity
  38. 38. ROI mapping More effective Less effective Less effort More effort
  39. 39. Questions & discussion This presentation and associated notes are available at: http://zum.io/2008/05/22/cpa-branding-presentation
  40. 40. This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Australia License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/2.5/au/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

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