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Web 2.0 in Campaigns

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Web 2.0 presentation for the Lugar Series for Excellence regarding the use of web 2.0 communication in digital marketing. Introduction to basics of Facebook, MySpace, and other technologies.

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Web 2.0 in Campaigns

  1. 1. web 2.0 New Media: Using Electronic Tools to Effectively Communicate December 05, 2007 - Bart E. Caylor
  2. 2. the numbers
  3. 3. 78%
  4. 4. 3:1 2:1
  5. 5. 70 million
  6. 6. 35% 68% 72%
  7. 7. 13,000 30,000
  8. 8. web 2.0 keys <ul><li>social networking </li></ul><ul><li>mashups </li></ul><ul><li>direct communication </li></ul><ul><li>permission-based </li></ul><ul><li>search </li></ul><ul><li>mobile </li></ul>
  9. 9. social networking
  10. 10. u.s. top10 <ul><li>1. Yahoo! </li></ul><ul><li>2. Google </li></ul><ul><li>3. MySpace </li></ul><ul><li>4. YouTube </li></ul><ul><li>5. Facebook </li></ul><ul><li>6. eBay </li></ul><ul><li>7. Windows Live </li></ul><ul><li>8. MSN </li></ul><ul><li>9. Wikipedia </li></ul><ul><li>10. Craigslist </li></ul>10 October, 2007 Alexa.com
  11. 14. facebook <ul><li>“… a social utility that connects you with the people around you.” </li></ul>
  12. 15. facebook <ul><li>69 million active users </li></ul><ul><li>100K new registrations/day since Jan </li></ul><ul><li>3+% weekly growth this year </li></ul><ul><li>active users doubled since Sept ‘06 </li></ul><ul><li>half of all users are outside of college </li></ul><ul><li>fastest growth: > 25 years old </li></ul>
  13. 16. facebook <ul><li>more than half users return daily </li></ul><ul><li>average time on site: 20 min </li></ul><ul><li>6 million active affinity user groups </li></ul><ul><li>8.5 million photos added daily </li></ul><ul><li>market cap > $15B (more than MTV) </li></ul><ul><li>microsoft’s $240m, 1.6% investment </li></ul>
  14. 25. second life <ul><li>virtual online community </li></ul><ul><li>avatar based virtual world </li></ul><ul><li>not a game </li></ul><ul><li>9.9 million residents </li></ul><ul><li>> US$ 1 million dollars spent daily </li></ul><ul><li>2007 GDP: $700million </li></ul>
  15. 26. second life <ul><li>american apparel </li></ul><ul><li>dell computer </li></ul><ul><li>nike </li></ul><ul><li>reuters news </li></ul><ul><li>starwood hotels </li></ul><ul><li>+others </li></ul>ball state harvard indiana univ ohio state univ cincinnati +90 others
  16. 29. direct communications
  17. 30. methods <ul><li>email (multiple accounts) </li></ul><ul><li>instant messaging/chat </li></ul><ul><li>comments/postings </li></ul><ul><li>text messaging (sms) </li></ul><ul><li>skype (voip) </li></ul><ul><li>podcasting/voice comments </li></ul><ul><li>rss </li></ul>
  18. 31. permission-based
  19. 32. challenges <ul><li>unsolicited = spam </li></ul><ul><li>be ready to engage when contacted </li></ul><ul><li>communications have to be timely </li></ul><ul><li>content has to be relevant </li></ul><ul><li>relationship building </li></ul>
  20. 33. next steps
  21. 34. personal opps <ul><li>learning </li></ul><ul><li>asking/discussion </li></ul><ul><li>exposure </li></ul><ul><li>experimenting and engaging </li></ul><ul><li>thinking through post-modern application </li></ul>
  22. 35. opportunities <ul><li>convergence with other development strategies (both print and online) </li></ul><ul><li>leverage of potential through affinity groups </li></ul>
  23. 36. opportunities <ul><li>presence on social networks </li></ul><ul><li>strategies for facebook.com </li></ul><ul><li>strategies for myspace.com </li></ul><ul><li>other emergent technology </li></ul><ul><li>expansion of digital marketing </li></ul><ul><li>opportunities for authenticity </li></ul><ul><li>online pilots and allocations </li></ul>
  24. 37. web 2.0 q&a Bart Caylor: Brainstorm [email_address] www.getzapped.com 317-558-1800

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