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This was the presentation I gave at Entrepalooza.

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  1. 1. A brief look at Web 2.0 Brought to you by Time Warner Cable Business Class and Botanicus
  2. 2. What we’ll talk about today • Web 1.0 – a little history • A little Social media 101 • Some ideas for all companies • Some thoughts for smaller companies • Some thoughts for larger companies
  3. 3. This presentation is brought to you by
  4. 4. Botanicus
  5. 5. Time Warner Cable Business Class
  6. 6. To begin • Why me?
  7. 7. Why me? • Copywriter
  8. 8. Why me? • Years ago, I joined one of the internet’s first social networks. • • Alt discussion groups were on e-mail. People signed up, and e-mail sent to the group went to every subscriber.
  9. 9. Why me? • A woman from Buffalo joined.
  10. 10. Why me? • We e-mailed back and forth. • Buffalo and Toronto are close, so we met up and hooked up.
  11. 11. Why me? • To recap. • Canadian copywriter joins early social network. • Woos US woman with words. • Moves to US. • Is hired by Eric Mower and Associates • Becomes citizen. • Presents at Entrepalooza
  12. 12. This is me:
  13. 13. I also work here
  14. 14. Where I do this
  15. 15. Web 1.0 – a little history • Before the internet, marketing was based on the physics of geography. • We bought local media properties because that’s where the customers were.
  16. 16. Web 1.0 – a little history • The information-based web changed that. • People from anywhere went to websites for information (and many of us put up online brochures) • Brands offered information. Some enterprising types offered a place to buy product; remember click’s and mortar?
  17. 17. Web 1.0 • Places like the New York Times delivered content to London. • But it was a monologue approach to a dialogue medium.
  18. 18. Web 1.0 • But wait, we asked for dialogue
  19. 19. Amid the rubble is Web 2.0 • Web 2.0 was coined by O’Reilly Media in the early 00’s after the first web bubble burst. • Two important things happened. • Because of Google, websites that encouraged people to return became profitable. • Websites that created a community encouraged people to return to it.
  20. 20. Web 2.0 • Think of web 2.0 as a community. It isn’t a message to a consumer, it’s a consumer interaction. • And it’s not a fad. • “Social Networking sites are officially more popular than porn sites”.* Time. October 13, 2007
  21. 21. Web 2.0 • Wikipedia has 4,000,000 articles. • YouTube has more than 1,000,000,000 videos. • There are perhaps as many as 200,000,000 blogs. • Facebook has 200,000,000 active users. • StumbleUpon, a site you might never have heard of, has 8,000,000 people sharing content.
  22. 22. Web 2.0 • What’s different now? • People are social. We join groups, associations, clubs, teams. • So joining something isn’t new, joining it online is. • And we’re not talking teens. More and more “old people” are joining social networks.
  23. 23. Social Network Users All Adults Teens Younger Older Silent GI Online Online Gen Y Gen X Boomer Boomer Generation Generation 18+ 12-17 18-32 33-44 45-54 55-63 64-72 73+ Go Online 74% 93% 87% 82% 79% 70% 56% 31% Use Social Networking Sites 35% 65% 67% 36% 20% 9% 11% 4% Create an SNS profile 29% 55% 60% 29% 16% 9% 5% 4% Read blogs 32% 49% 43% 34% 27% 25% 23% 15% Create blogs 11% 28% 20% 10% 6% 7% 6% 6% Pew Internet & American Life Project Surveys • Source: Pew Internet & American Life Project Survey December ’08, Source: InsightExpress, 2/09
  24. 24. So what is a social network? • A social network is a community of people that are tied together by an outcome. • Social networks are tools that work well with high- speed Internet access (available from Time Warner Cable Business Class.) • The tools of Web 2.0 exist because people like to share
  25. 25. Why does Web 2.0 matter? • People trust the recommendations of other consumers more than they trust our ads. (Shocking, I know) • They especially trust the people they have things in common with. ie, live in same neighborhood/city. • They use these sites to get opinions, voice opinions, and get recommendations about your company. • With or without marketers.
  26. 26. Promotion Networks
  27. 27. What is a social network? • Impressed? • Obviously logos are only part of the story • Because Marketers are here to learn how to take advantage of these communities. • To sell stuff in them. • It’s okay to go in them and sell stuff. Just remember, it’s different.
  28. 28. TRADITIONAL MEDIA DIGITAL MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way, brand speaking Two way / a conversation Repeating the message Adapting the message Focused on the brand Focused on the consumer Entertaining Involving Brand created content User created content / Co-creation
  30. 30. LinkedIn is a business social network. • LinkedIn is the business social network. • It’s fast-becoming one of the best ways to get jobs and connect to people in your category. • It’s a worldwide networking tool that isn’t based on geography.
  31. 31. LinkedIn • Groups
  32. 32. LinkedIn • Answers
  33. 33. LinkedIn • People create profiles in LinkedIn. They refer each other, answer questions, join groups. • From those profiles, LinkedIn creates a picture of the company.
  34. 34. LinkedIn
  35. 35. LinkedIn
  36. 36. LinkedIn • LinkedIn: 67% of users saying they use their profile to “make new business or professional contacts” • If you’re on LinkedIn, it uses profile data to create the business profile. •Source: Pew Internet & American Life Project Survey December ‘08
  37. 37.
  38. 38. • This is the YouTube of PowerPoint presentations. • I know, it sounds ridiculous. • But if you have PowerPoint presentations, Slideshare can show the sum total of your knowledge.
  39. 39. • Slideshare synchs with LinkedIn. So LinkedIn employees could show the sum total of all the knowledge
  40. 40. Delicious
  41. 41. Delicious • Social bookmarking is the solution to never having to e-mail a link home. • It’s also a way to prove smarts. Remember this from my e-mail signature. Go there to read about social media:
  42. 42. Delicious
  43. 43. Wikipedia
  44. 44. Wikipedia • People sign on. People interact. People police the place, checking updates, etc. • People take pride in the place. That’s the essence of a an online world. Or network.
  45. 45. Wikipedia • Is your company there? Should it be? • Wikipedia is one of the highest things that pops up in Organic Google Search. • BTW, it’s Wikipedia’s official policy that you or your agents can’t update or create your own Wikipedia page. Offer a customer a free big ticket item to get in there. • Or hire an ad agency that understand their way around Wikipedia.
  46. 46. Wikipedia • You can also use this to show off your individual expertise. (which then becomes a reflection of the company you work for.) • Look up your category of expertise, and add to the entries. Then, be sure to let people know you did it on your LinkedIn page.
  47. 47. Wikipedia
  48. 48. Meet Google
  49. 49. Google is a tool • You type something in, and it returns to you the most relevant thing for you. • Every day, they spend millions trying to make it work better. • The path to purchase almost always starts online. • Many of your potential customers might start there.
  50. 50. Google • Note the first question:
  51. 51. Google and Maps • Maps are a legitimate return for many of the Google searches people do in Western New York. • Honest dry cleaner. • Office plants. • Business Internet.
  52. 52. Google Maps
  53. 53. Social Search • Search is evolving back to where it started. • started as a people search engine. Google came along and didn’t take the people out of it, but gave our links all the juice. • With the ability to connect and review, we’re getting back to social search. Someone can go to Twitter, Yelp, Facebook, Wikipedia and even Google and ask their networks about a particular thing.
  54. 54. Google Maps
  55. 55. Google Maps • So lets take a look at how this works.
  56. 56. Google Maps
  57. 57. Google Maps
  58. 58. Google Maps
  59. 59. Google Maps
  60. 60. Google Maps
  61. 61. Google Maps
  63. 63. How can a brand use it? • Meet Gary Vanderchuk.
  64. 64. How can a brand use it?
  65. 65. How can a brand use it? • He uses social media to spread the story of Wine. • He’s cornered the Wine market on those little TV’s we’re increasingly watching. • He does the show to prove he knows the wine you should have with your dinner. • Then he tells you how much.
  66. 66. How can a brand use it? • He has a website. • But he also has a digital presence. He doesn’t upload video to his website, he lets Vimeo take care of that. • Search for Gary Vanderchuk, and you’ll discover that he’s in many conversations pushing his brand. • But it’s work. Don’t come away from this thinking it’s not. The media is free, the creation of it isn’t.
  67. 67. How can a brand use it? • He has a strategy. • He’s not selling. • He’s telling. • And in telling us about wine, he’s proving a positioning strategy: he’s the right person to buy wine from because he knows wine. • Even better: there’s no competition in the medium he’s picked.
  68. 68. What does that mean? • It means this: • Before you jump into social media, get a strategy. • What will you say? Is there a market for what you’ll say?
  69. 69. It’s part of the Marketing Mix • Social media isn’t a silo. Meaning, think about how your paid media will work with your social media • If you start a Facebook page, have it on your website and business cards. • If you have a Twitter feed, add it to your packaging. • Design all communications for participation
  70. 70. This is how a well-known brands does it
  71. 71. What about really big brands?
  72. 72. What about really big brands?
  73. 73. What about really big brands?
  74. 74. We’ve used Twitter • EMA uses Twitter for clients. This is what one of the people said after an interaction: • “this is probably the greatest day of my life. it’s advertising genius really. I’ve never felt closer to a company in all my life.” • Social media offers fans the ability to connect with a brand, and participate it in through comments, mash- ups, reviews, games, or even simple clicks.
  75. 75. The change from social media • This presentation isn’t about the tools. It’s about the shift that is taking place in the marketplace. • When Sara from Home Depot can reach out to a customer who was just venting, you can sense the change. • People realize it’s easy for brands to listen. And when they realize it’s easy, they will expect us to listen.
  76. 76. The change from social media • Which brings up ROI. • What if the ROI is the Risk of Ignoring? • If Home Depot ignored @marcoarment, would it matter that much? • Maybe not. But the act of listening and responding means a brand is prepared.
  77. 77. Dominos Case study • A couple of Dominos employees were playing with the food they were preparing. One of them was blowing his nose on the pizza. • Sticking pepperonis in his bum and then onto the food. • This was filmed in a Domino’s kitchen. • They put it on YouTube.
  78. 78. Dominos • Big Brands can learn two things from this: • 1. Listen, and you’ll see when something bad brews. • 2. Have some sort of social media policy that offers restrictions on what can or can’t go live. • And remember: if Domino’s employees can do this, anything is on the table, so be prepared. • The perpetrators in this case where in their 30’s.
  79. 79. So what now? • Good question. I suggested you: • Check your LinkedIn profile. Both company, and personal. • Check and • In fact, do a really deep search in Google for your brand and see where you are. See if people are participating in a dialogue about your product. Or category.
  80. 80. So what now? • Then, develop a strategy to get involved. • Because more and more people are already getting involved. • With, or without you.
  81. 81. Further reading – Questions • This presentation is available at