Week 3: Web 2.0

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These slides accompany a course being presented at the London College of Communication

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  • Week 3: Web 2.0

    1. 1. Unit 1.2 New Media & Technology Unit Leader: Tom Allen
    2. 2. Week 3 Web 2.0: Online community and persona
    3. 3. Last week <ul><li>Intro to the web </li></ul><ul><li>Mark Deuze ‘advertising is dead’ </li></ul><ul><li>nomorebadnews.org </li></ul>
    4. 4. What is Web 2.0? <ul><li>Definition </li></ul><ul><ul><li>Two-way communication </li></ul></ul><ul><ul><li>User generated content </li></ul></ul>
    5. 5. How to use it for marcoms? Web behaviour Firm’s strategy Digital media mart Thought tracing People search the web for info & fun Firms use search terms to target user A market in search terms appears Ubiquitous connectivity People assume always-on computing Firms look at proximity & geolocation data Market in access to profiles and identity develops Social exchanges People build their identities on virtual communities Firms sponsor, co-opt or create their own communities A market in communities develops – exclusivity + functionality Cultural exchanges People participate in cultural exchanges Firms offer cultural products or present themselves as ‘more global’ ‘ Buzz markets’ become focus of competition
    6. 6. Web 1.0  Web 2.0 Marketing 1.0 Marketing 2.0 Comment Press releases Blog posts Makes the subject seem more personal Push content Pull content (like SEO+RSS) People are comfortable with the web and have gained power as a result Glossy publications Video/Podcasts/VCasts People engage with people more than magazines Firm’s content User generated content & feedback What would you rather read? Word of mouth recommendation Positive commentary on social media The elusive ‘tame blogger’ and ‘artificial social’
    7. 7. Why bother? <ul><li>44.5m users logged onto Twitter in June ’09 </li></ul><ul><li>>350m users on Facebook </li></ul><ul><li>>684m visitors to Wikipedia last year </li></ul><ul><li>>2bn Google searches every day </li></ul><ul><li>13 hrs of vid uploaded to YouTube each min </li></ul><ul><li>>346m people read blogs regularly </li></ul>
    8. 8. What’s your persona? <ul><li>Transitory </li></ul><ul><li>Persistent </li></ul><ul><li>Role-specific </li></ul><ul><li>Self-expressive identification </li></ul><ul><ul><li>Promotion due to associated status </li></ul></ul>
    9. 9. Seminar <ul><li>SWOT analysis of 1.0 to 2.0 </li></ul><ul><li>Incentivising engagement </li></ul><ul><li>Targeting a campaign in real life </li></ul>

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