3. Last week
• Web 2.0 => A term that refers to a supposed second generation of
Internet-based services. These usually include tools that let people collaborate and
share information online, such as social networking sites, wikis, communication
tools, and folksonomies.
• Common interests replaced by functionality
• Levels of engagement determining brand
identification
4. Rebecca J. Lingley Larson –
The Rise of Viral Marketing
“As a result of the empowered customer, it has
become imperative that companies who desire long
term profitability, increased sales and customer loyalty
embrace the new media technologies that are changing
the way communication and information sharing occur.
Additionally, the current consumer behaviour research
will require continual analysis in this area as
technologies develop and transition into everyday use
by the consumer.”
5. How to deal with cybercultures
• Be honest and transparent
• Build trust
• Google homepage is the homepage of your
brand
• Issues: trust, quality – others from SWOT
• What’s in a status?
• The Guardian’s tips
6. Biz Stone co-founder of Twitter
“It seemed like only a small part of the twitter updates were
actually answering the “What are you doing?” question, which
are of the more personal, less newsworthy variety: “(…) a birds-
eye view of Twitter reveals that it’s not exclusively about these
personal musings.
Between those cups of coffee, people are witnessing accidents,
organizing events, sharing links, breaking news, reporting stuff
their dad says, and so much more.
The fundamentally open model of Twitter created a new kind of
information network and it has long outgrown the concept of
personal status updates”
7. What ‘sources’ do people use?
• What do people use to share? ShareThis
• Power of these platforms (Twitter mobs)
– History, Zapatista in Chiapas
– Jan Moir’s homophobia in the Daily Mail
• People will use what’s there and are creative
8. Julian March, executive producer
of Sky News Online
“The big change for us in 2010 is evolving how
social media plays a role in our journalism. We
no longer ghettoise it to one person, but are
in the process of embedding throughout the
whole team.”
• The Daily Telegraph now have Twitterfall on a
big screen in their office
9. Virals & Memes: Greatest hits
• Video memes: Algorithm March, Kersal
Massive, Hitler’s Downfall reaction
• Photos/graphics: Rollercoaster Chess,
241543903, Lolcats, Garfield Minus Garfield
• Tweet memes: ShitMyDadSays
• Sites: Sleep Talkin’ Man, Real Ultimate Power,
Overheard in NY
• Crossovers & behaviours: All your base are
belong to us, Rickrolling
10. If we have time...
Direct conversion from internet phenomenon to
multiple adverts
•http://www.rathergood.com/gaybar
•http://www.rathergood.com/venice
•http://viral.videosift.com/video/Crusha-advert-
by-Rathergood-very-cute-and-catchy
11. Seminar
• Shift from lifecasting to mindcasting
• More memes, we’ll look at how they could be
useful
• We’ll try to expand Amnesty Belgium’s Wake
Up Humans campaign
• Building communities from Twitter – look at
the example from Matt McAlister
• Quick run through of how to post to blog
(homework)
Editor's Notes
In short it’s characterised by interactions between users and features content generated by users. It effectively stacks on top of Web 1.0.
Anyone remember the levels of engagement?
Transitory
Persistent
Role-specific
Self-expressive identification
[The link is there so you can find the article when I upload the slides, but it’s already on the site under this week’s page.
Steve Barton, founder of Word Of Mouth Marketing Association UK said, “Be honest and transparent. Don't lie and don't fake it.“ This was reiterated yesterday at the Media140 social media conference I went to, almost every speaker was saying this.
Daren Forsyth, founder of community social media advisors 140 Characters “Twitter is a place where amazing things happen. But companies just pump their tweets out there, most of them don't engage. But you have to engage to build up trust – and trust is really important.”
This is known as treating the platform as ‘shovelware’.
'If you're a company that behaves badly, that's going to come out no matter what you do online‘ Kerry Gaffney from Porter Novelli the global PR agency.
The “Status Update” comes from Instant Messaging like MSN, where you were letting people know if you were contactable sometimes quite creatively. Last year Facebook & Twitter’s prompts changes from:
FB: What are you doing right now? → What’s on your mind?
TW: What are you doing? → What’s happening?
This shows Facebook’s shift from ‘lifecasting’ (what did you have for breakfast?) to ‘mindcasting’ (what did you think about breakfast?)
BIZ STONE Twitter founder QUOTE ON NEXT SLIDE
Twitter has gone one step further than Facebook’s mindcasting and is in the realm of ‘Awareness-casting’. Similar to a new-ish Flickr game called http://noticin.gs
Looking at the stats, currently email is still the most compelling method to share content. [look at graphs in link]
In the ‘90s when this began, people organising themselves online against a perceived injustice was called ‘swarm media’, in popular British media at least, this term is now being replaced by the phrase ‘Twitter mob’.
Zapatista: Suddenly small groups of people couldn’t be silenced so easily.
[Pull up blog page for history of Twitter mob behaviour]
CREATIVE LINK goes to the networks with insulting names
.
At the risk of straying too far into advertising, here’s some work from one of my favourite internet phenomenons
