Social Media Marketing And Web 2 0 (Tin180 Com)


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Social Media Marketing And Web 2 0 (Tin180 Com)

  1. 1. Social Media Marketing and Web 2.0
  2. 3. What is social media? <ul><li>A different way to socialize using the web </li></ul>
  3. 4. What are social networks? <ul><li>A website with a database </li></ul>
  4. 5. What is social media and Web 2.0? <ul><li>Harnessing collective intelligence </li></ul><ul><li>Trusting consumers as co-developers </li></ul><ul><li>Engaging consumer experiences </li></ul><ul><li>Participation </li></ul><ul><li>Trust economy </li></ul><ul><li>Word of mouse </li></ul>
  5. 6. The old vs. the new Unconferences Conferences Twitter Instant messenger Syndication Stickiness Tagging Directories Wikis CMS Blogging Personal websites Wikipedia Britannica online Hands Eyeballs Web 2.0 Web 1.0
  6. 7. Harnessing collective intelligence
  7. 8. Trusting consumers as co-developers
  8. 9. Engaging consumer experiences Community users remain customers 50% longer, spend 54% more than non-community users and visit 9 times more than non-community users
  9. 10. Participation <ul><li>Participation is key </li></ul><ul><ul><li>1) Advertise </li></ul></ul><ul><ul><li>2) Create elements in online space </li></ul></ul><ul><ul><li>3) Create own platform or environment in online space </li></ul></ul>
  10. 11. Trust Economy
  11. 13. Word of Mouse
  12. 14. Keys to success in webspace <ul><li>Be creative </li></ul><ul><li>Be honest </li></ul><ul><li>Be unique </li></ul><ul><li>Be aware of who your audience is </li></ul><ul><li>Update frequently </li></ul><ul><li>Be transparent </li></ul>
  13. 15. You have to be real to succeed!
  14. 16. The Web is changing how we do business <ul><li>Trust economy </li></ul><ul><li>Gift economy </li></ul>
  15. 17. Social media is driven by the consumer not driven by business and is currently experiencing growth
  16. 18. The Social Networking has grown 12.7% from November 2006 to April 2007. In Canada from April 2006 to April 2007 Facebook grew 2424% YOUTUBE grew 616% MySpace grew 135%
  17. 19. 70% of Americans aged 15-35 use Social Networks Fox Interactive Networks
  18. 20. Half of YouTube’s audience is over 34 MarketingVox
  19. 21. 17% of Sony PlayStation owners in America are aged 50+ The Observer
  20. 22. Craig Newmark, owner and inventor of Craigslist Craig Newmark has said that this is a time of ‘creative destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’. He went on to say that it isn’t journalism that is becoming obsolete; rather the delivery methods are changing. ‘Even the kids realize news is important. The problem is that paper is too expensive’.
  21. 23. How to create a Web 2.0 strategy
  22. 24. Internal Conversations
  23. 25. One-to-one conversations
  24. 26. One-to-many
  25. 27. KNOW CONTROL vs. NO CONTROL <ul><li>You have to KNOW your audience so that you don’t have a NO control situation. </li></ul>
  26. 28. NO control <ul><li> </li></ul>
  27. 29. KNOW control
  28. 30. The Streisand effect <ul><li>A term used to describe a phenomenon on the Internet when there is an attempt to remove/censor something backfires and the information ends up receiving more attention. </li></ul>
  29. 31. <ul><li>09-f9-11-02-9d-74-e3-5b-d8-41-56-c5-63-56-88-c0 </li></ul>
  30. 32. What this means …. <ul><li>Companies can no longer control the message but they can manage the results if they are aware of which channels of communication their audience is using. </li></ul>
  31. 33. Examples of Social Media <ul><li>RSS feeds </li></ul><ul><li>UGC (user generated content) </li></ul><ul><li>Social networks </li></ul><ul><li>Blogging </li></ul><ul><li>Podcasts </li></ul>
  32. 34. RSS Feeds <ul><li> </li></ul>
  33. 35. UGC (user generated content) <ul><li>UGC is now the brand </li></ul><ul><li>Consumers now create and change the brand (you no longer own your brand) (youtube) </li></ul><ul><li>Consumers market the brand </li></ul><ul><li>It’s not “with” your brand, it’s “in” your brand </li></ul>
  34. 36. Social Networks <ul><li>http:// =6a_KF7TYKVc </li></ul>
  35. 37. Blogging <ul><li>An online journal, a way to tell a story </li></ul><ul><li>102 Million blogs, 120,000 blogs started each day </li></ul><ul><li>It is not reporting – nor do people expect it to be </li></ul>
  36. 38. “ Newspapers increasingly reference Bloggers as sources in stories. In just 2 ½ years this has grown from almost nothing to a significant input to media” Factivia
  37. 39. Blog Demographics <ul><li>42% of all Canadians have read a blog </li></ul><ul><li>Blog use in Canada is most popular among those: </li></ul><ul><ul><li>With household incomes of $60,000 or more (44%) </li></ul></ul><ul><ul><li>Men (48% vs. 35% among women) </li></ul></ul><ul><ul><li>Younger adults aged 18-34 (50%) </li></ul></ul><ul><ul><li>Those with post-secondary education </li></ul></ul>Ipsos-Red, June 2005
  38. 40. Blogs need to be frequent. Web 2.0 has created a low attention span. A blog should be posted a MAXIMUM of 3-4 days apart.
  39. 41. Podcast <ul><li> </li></ul>
  40. 42. Tools of the trade <ul><li>Google Reader </li></ul><ul><li>Google News alert </li></ul><ul><li>Technorati </li></ul><ul><li>Google </li></ul><ul><li>Tagging </li></ul><ul><li> </li></ul><ul><li>Facebook </li></ul><ul><li>iTunes </li></ul><ul><li>YouTube </li></ul>
  41. 43. Google Reader <ul><ul><li>http:// /reader/view/#overview-page </li></ul></ul><ul><li>Another option: http:// =en </li></ul>
  42. 44. Google News Alerts <ul><li>http:// = en&t =1 </li></ul>
  43. 45. Technorati <ul><li>RSS </li></ul><ul><li>Add popular, relevant blogroll (a blogroll is a listing of websites that often appear as links on web logs). </li></ul><ul><li>http:// </li></ul>
  44. 46. Google <ul><li>Search engine </li></ul><ul><li>Determine how well your site is doing </li></ul>
  45. 47. Tagging <ul><li>The assigning of keywords to online content to help users search that content more effectively. </li></ul>
  46. 48. <ul><li>Social book marking which uses tags </li></ul><ul><li>http:// </li></ul>
  47. 49. Facebook <ul><li>Virtual read </li></ul><ul><li>News feed </li></ul><ul><li>Over 41 Million Canadians have visited Facebook. </li></ul>
  48. 50. iTunes <ul><li>iTunes is a media player used for transferring music, photos and videos </li></ul>
  49. 51. YouTube YouTube is a popular free video sharing website which lets users upload, view, and share video clips. ... Tobi –
  50. 52. Old media doesn’t die, it just evolves