What Next For Your Web Strategy


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Setting the scene for why social media and permission marketing need to be part of your web strategy. Uses Shift Happens, Universal McCann survey, IAB Report on
User Generated Content, Social Media, and Advertising, Nielsen “Trust in Advertising” report, Seth Godin Meatball Sundae and The Cluetrain Manifesto

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What Next For Your Web Strategy

  1. 1. What next for your web strategy? Social media, permission marketing, and the future David Terrar – D²C and WordFrame
  2. 2. Agenda <ul><li>Shift Happens! </li></ul><ul><li>Universal McCann survey </li></ul><ul><li>What is Social Media? </li></ul><ul><li>Why is Social Media important? </li></ul><ul><li>New Marketing </li></ul><ul><li>Get Cluetrained up </li></ul><ul><li>Social Media is different </li></ul><ul><li>Community building and examples </li></ul><ul><li>What we do </li></ul><ul><li>Discussion </li></ul><ul><li>References </li></ul>
  3. 7. Shift Happens! In the next 8 seconds….
  4. 8. <ul><li>34 babies will be born </li></ul><ul><li>5 in India </li></ul><ul><li>4 in China </li></ul><ul><li>1 in US </li></ul><ul><li>not even 1 here </li></ul>Shift Happens!
  5. 9. Shift Happens! <ul><li>College graduates in 2006 - 3.1m in India, 3.3m in China, 1.3m in US, less here </li></ul><ul><li>Which country is richest, largest military, centre of world business, strongest education system, best standard of living </li></ul><ul><li>http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html </li></ul>
  6. 11. survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008 USA – 100m, China – 61m, UK – 17.8m, France – 12.8m Total – 475m
  7. 12. What is Social Media? people having conversations online
  8. 15. Social Media is Global and mainstream <ul><li>184m Bloggers </li></ul><ul><li>73% of active online users have read a blog </li></ul><ul><li>45% have started a blog </li></ul><ul><li>57% have joined a social network </li></ul><ul><li>55% have uploaded photos </li></ul><ul><li>83% have watched video clips </li></ul><ul><li>39% subcribe to an RSS feed </li></ul>
  9. 16. In 2008, if you’re not on a social networking site, you’re not on the Internet . It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem . IAB Platform Status Report: User Generated Content, Social Media, and Advertising An Overview - April 2008
  10. 20. Who do you trust? <ul><li>Only 14% of people trust advertisements </li></ul><ul><li>78% of people trust the recommendations of other consumers </li></ul>Nielsen “Trust in Advertising” report – October 2007
  11. 21. New Marketing Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
  12. 22. Launch and learn Focus groups Community support Customer support Small overhead = low risk Large overhead = stability Innovation a major expense Advertising a major expense Stories Features Fashion Market share Fads Long product cycles Product line limited by imagination Product line limited by factory Permission Spam Permeability between consumers and makers Barrier between consumers and makers Consumer-to-consumer communication Marketing-to-consumer communication Emphasis o vertical success (niches) Emphasis on horizontal success (hits) Countless online retail outlets Limited physical retail outlets Countless media outlets Limited number of media outlets New Marketing Old Marketing
  13. 23. The Cluetrain Manifesto There's a new conversation between and among your market and your workers. It's making them smarter and it's enabling them to discover their human voices. You have two choices. You can continue to lock yourself behind facile corporate words and happytalk brochures. Or you can join the conversation.
  14. 24. Social Media is Counter-intuitive Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation Communications Media Social Media
  15. 25. Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
  16. 26. What is a web community? <ul><li>An online community is an interactive group of people joined together by a common interest. </li></ul>
  17. 27. What motivates people to participate? <ul><li>Expressing themselves </li></ul><ul><li>Support </li></ul><ul><li>Listening </li></ul><ul><li>Sharing </li></ul><ul><li>Recognition </li></ul><ul><li>Power </li></ul><ul><li>The culture of the organization </li></ul>&quot;Culture is a mealy-mouthed way of talking about power.“ - Euan Semple
  18. 28. Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
  19. 29. What is ICAEW doing with ion? http://www.ion.icaew.com
  20. 30. What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts
  21. 31. What is ICAEW doing with ion? <ul><li>Winning awards: </li></ul><ul><li> “Best New Web 2.0 Initiative” </li></ul><ul><li> Web 2.0 Strategies 2008 </li></ul>
  22. 32. Some other examples SocialMediaToday.com
  23. 33. What we do <ul><li>Business consulting </li></ul><ul><li>Web strategy </li></ul><ul><li>Enterprise 2.0 advice and solutions </li></ul><ul><li>Website design </li></ul><ul><li>Web publishing </li></ul><ul><li>Building better web communities </li></ul>“ think Business , not Technology ”
  24. 34. Discussion
  25. 35. References <ul><li>Shift Happens, the movie, Karl Fisch, Arapahoe High School, Littleton, Colorado - http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html </li></ul><ul><li>Shift Happens, the slides http://www.slideshare.net/jbrenman/shift-happens-33834 </li></ul><ul><li>Universal McCann survey - http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf </li></ul><ul><li>What The F**K is Social Media? - http://www.slideshare.net/mzkagan/what-the-fk-social-media?src=embed </li></ul><ul><li>IAB Platform Status Report: User Generated Content, Social Media, and Advertising, April 2008 - http://www.iab.net/media/file/2008_ugc_platform.pdf </li></ul><ul><li>Nielsen “Trust in Advertising” report, October 2008 - http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf </li></ul><ul><li>Seth Godin, Meatball Sundae – http://www.amazon.co.uk/Meatball-Sundae-Seth-Godin/dp/074992831X/ref=sr_1_2?ie=UTF8&s=books&qid=1215492000&sr=1-2 , http://sethgodin.typepad.com/ </li></ul><ul><li>The Cluetrain Manifesto - http://www.cluetrain.com/ </li></ul><ul><li>ICAEW online networks – http://www.ion.icaew.com </li></ul>
  26. 36. Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com