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Making Web 2.0 Real Part 1: Social Media

In this webinar, Steve Mulder shares his knowledge, expertise and insight into the world of Web 2.0, exploring social media in this first episode
of a three part series. Explore tagging, blogs, social networks, ratings and reviews, collaborative content and more! Presentation by Steve Mulder.

View the webinar recording of this presentation at:

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Making Web 2.0 Real Part 1: Social Media

  1. 1. Social Media Steve Mulder Making Web 2.0 Real PART 1
  2. 2. Meet Pete Blackshaw, new hybrid car owner
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  5. 5. The promise: 50 MPG The reality:
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  9. 9. What is Web 2.0? Marketing buzzword
  10. 10. “ We are witnessing the Web’s second coming.” The New York Times “The Web has finally matured to the point where it can fulfill some of the outlandish promises that we heard in the ‘90s.” Newsweek
  11. 11. Anything new Anything cool Anything marketing wants to sell Anything someone wants Google or Yahoo to buy
  12. 12. “ When people say to me it’s a Web 2.0 application, I want to puke.” Venture Capitalist Guy Kawasaki
  13. 13. What is Web 2.0? Newish set of guiding philosophies Social Media Rich Interfaces New Digital Interactions Openness
  14. 14. What is Web 2.0? Newish set of guiding philosophies Social Media Rich Interfaces New Digital Interactions Openness
  15. 15. The spectrum of social media <ul><li>To what degree do you feel the presence of users? </li></ul><ul><li>Site augmentation Site co-creation </li></ul>
  16. 16. Social media: Ratings and reviews
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  26. 26. Ratings and reviews: Opportunities <ul><li>Products </li></ul><ul><li>Content </li></ul><ul><li>Topics </li></ul><ul><li>Features </li></ul><ul><li>People </li></ul><ul><li>Places </li></ul><ul><li>Companies </li></ul><ul><li>Events </li></ul><ul><li>Be aware of external ratings and reviews about you </li></ul>
  27. 27. Social media: Tags
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  33. 33. Tags: Opportunities <ul><li>Works better for unstructured content </li></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Images, videos, audio </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><li>Works better for content whose use and classification are constantly evolving </li></ul><ul><li>Requires users to invest time </li></ul>
  34. 34. Social media: Collaborative content
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  46. 46. Collaborative content: Opportunities <ul><li>Better content through the wisdom of crowds </li></ul><ul><li>Gallery of user submissions </li></ul><ul><li>Content for helping users make the right selection </li></ul><ul><li>Instructions and applications </li></ul><ul><li>Related content (historical, anecdotal, web links) </li></ul><ul><li>Help content </li></ul>
  47. 47. Social media: Message boards
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  52. 52. Social media: Blogs
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  56. 56. Social media: Behavior-driven information architecture
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  63. 63. Behavior-driven information architecture: Opportunities <ul><li>Surfacing content based on user actions </li></ul><ul><ul><li>Most viewed </li></ul></ul><ul><ul><li>Most sold </li></ul></ul><ul><ul><li>Most saved </li></ul></ul><ul><ul><li>Most emailed </li></ul></ul><ul><ul><li>Most discussed </li></ul></ul><ul><ul><li>Highest rated/voted for </li></ul></ul><ul><li>Finding relationships </li></ul><ul><ul><li>Merchandising and cross-selling based on behavior </li></ul></ul><ul><ul><li>Collaborative filtering </li></ul></ul>
  64. 64. Social media: Social networking
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  69. 69. The culture of participation <ul><li>The participatory, social nature of the personal Web (blogs, podcasts, photo sharing, social networking) is expected more and more on the business Web </li></ul><ul><li>Collective intelligence is becoming more credible and useful </li></ul><ul><ul><li>The work of the few impacts the many </li></ul></ul><ul><ul><li>“ The likes of Google, Amazon, and Ebay take the intelligence of all their users – and put it in the interface.” Tim O’Reilly </li></ul></ul>
  70. 70. Social media: The challenge of negative content
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  72. 72. A little spin and a little truth <ul><li>“ Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate…. </li></ul><ul><li>The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements…. </li></ul><ul><li>Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.” </li></ul><ul><li>Ed Peper, Chevrolet’s General Manager </li></ul>
  73. 73. The leap of faith <ul><li>“ By losing that control over the brand experience, Chevy actually brought more people into it.… </li></ul><ul><li>If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers. ” </li></ul><ul><li>Charlene Li, Forrester Research </li></ul>
  74. 74. Myth #1 People contribute only when they’re negative <ul><li>Average customer rating for Bazaarvoice clients is 4.3 out of 5 </li></ul>
  75. 75. Myth #2 Negative contributions scare away buyers <ul><li>&quot;We're always surprised by how much negative reviews help drive sales.&quot; John Squire, VP of product strategy, Coremetrics </li></ul><ul><li>Negative comments… </li></ul><ul><ul><li>make the site (and its products) more credible </li></ul></ul><ul><ul><li>increase comfort in purchasing (weaknesses are now known) </li></ul></ul>
  76. 76. User contribution is happening <ul><li>Companies have two choices… </li></ul><ul><li>Resist it and it will happen anyway elsewhere, outside of your influence </li></ul>Support it, participate, and you can influence it and leverage it for extending your brand 1 2
  77. 77. To what degree are you ready to let go?
  78. 78. Social media: Implications
  79. 79. We create platforms for experiences, not the experiences themselves
  80. 80. We create design containers for content we cannot entirely imagine
  81. 81. evolve and flexible are that systems create We
  82. 82. Which Web 2.0 opportunities are right for you? Social Media Rich Interfaces New Digital Interactions Ratings & reviews Tags Collaborative content Message boards Blogs Behavior-driven info architecture Social networking Instant feedback Faster processes More ways to interact Direct manipulation Differentiating experiences Widgets Browser extensions & toolbars Virtual worlds Mobile Television & gaming platforms Openness RSS feeds Open APIs New content uses Mashups