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#J412SSM Overview

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Jan 7, 2012 Lecture

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#J412SSM Overview

  1. 1. The Interactive Internet Social Media The Social WebThe Groundswell
  2. 2. social media in the news...
  3. 3. The Evolution of the Web… Web 1.0 Web 2.0 Web 3.0 get noise make noise filter noise• read content • user generated • real-time• paid content • interactivity/sharing • ubiquitous (always• move to digital • connectivity connected)• static sites • pull content/free • location aware• push content • social networking • sensors• eCommerce • tailored (smaller • streaming audio screen) • streaming video • high-quality camera & audio 3
  4. 4. The End of Business as Usual. We are not seats or eyeballs or end users or consumers. We are human beings - and ourreach exceeds your grasp. Deal with it.
  5. 5. 95 Theses
  6. 6. Discovering, inventing and sharing withblinding speed all over the globe. Markets are conversations. Conversations arenatural, open, honest, direct, funny, shocking... and human.
  7. 7. 95 Theses
  8. 8. What’s a fan?
  9. 9. Jake McKee & AFOLs LEGOs as a creative mediumAdult Fans - $2,000/year in LEGOsCurrent fan base, active community LEGO Ambassadors Ambassadors: - Builds relationships & 2-way communications - Help spread info about new products to their networks
  10. 10. 3000 pieces $300“You’re Insane!”
  11. 11. Building on CluetrainHow are Conversations Growing?
  12. 12. People Creating: blogsPeople Connecting: social networksPeople Collaborating: wikisPeople Reacting: forums, ratings and reviewsPeople Organizing Content: tags
  13. 13. I trust people like me • Blogs influence purchases • Blogs play a critical role in decision making • Blogs have similar impact to a personal recommendation from a friendhttp://www.marketingcharts.com/online/blogs-influence-consumer-purchases- more-than-social-networks-6616/
  14. 14. I want to engagewith brands• 36% of online customers think more positively about a company that has a blog• Marketing, public relations and customer service are converging. Customers expect to be heard.• 56% of customers feel better about companies and their brands when they can interact with them through social media.• 57% feel better served
  15. 15. socialgraphics
  16. 16. Curating ProducingSharing Commenting Watching
  17. 17. Who are the social beacons?
  18. 18. behaviorgraphics
  19. 19. Where do you fit?

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