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Marketing 2.0


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Marketing 2.0

  1. 1. An introduction to Marketing 2.0 Bill Daring, CEO KMP Interactive Marketing & Technology
  2. 2. Our world is changing
  3. 3. Social Media Grows Up Nearly half of the online adult population around the world is a member of at least one networking site, with Facebook and MySpace between them housing over 170 million monthly active users.
  4. 4. Wave 3 Social Media Stats • 248m upload photos • 394m watch video clips online • 216m download video • 346m read blogs podcasts • 321m read personal blogs • 215m download podcasts • 307m visit a friend's social • 184m start their own Blog network page • 83m upload a video clip • 303m share a video clip • 160m subscribe to an RSS • 272m manage a profile on a feed social network (According to Wave.3 Social Media Tracker - Universal McCann)
  5. 5. Web 2.0 doesn't refer to a change in technical spec, but changes in the ways software developers and end-users use the web
  6. 6. Web 1.0 vs Web 2.0 Personal websites = Blogging DoubleClick = Adsense Screen scraping = Web services Publishing = Participation Stickiness = Syndication Directories (Taxonomy) = Tagging (“Folksonomy”)
  7. 7. Real Simple Syndication RSS
  8. 8. So what is Marketing 2.0?
  9. 9. Buzz monitoring Virtual worlds Semantic web Blogs User Generated Content News aggregators Forums Social Media Release Social bookmarks Live casting Microblogging (Twitter) Search optimised releases Social Networks Video sharing Podcasting Photo sharing
  10. 10. Marketing 1.0 is all about controlling the message and then broadcasting it Marketing 2.0 encourages transparency and participation in social networks and communities to spark and manage conversations
  11. 11. The influence of blogs
  12. 12. Journalists use blogs Over 75% of reporters see blogs as helpful in story ideas 21% of reporters spend over an hour per day reading blogs. 57% of reporters read blogs at least 2-3 times a week. Source : Brodeur/Marketwire- Jan 2008
  13. 13. More th>n lost 17% sales
  14. 14. Social Networks
  15. 15. Photo and video sharing
  16. 16. Geo-location mash ups
  17. 17. Case Studies
  18. 18. Twitter is a free micro-blogging service that allows users to send quot;tweetsquot;; of up to 140 characters long to the Twitter website, via mobile phone (SMS), instant messaging, or a third-party application such as Twitterrific or Facebook.
  19. 19. Special Twitter-only offers directs followers to a web page The promotion will appear only for the offer time - typically until 11:59pm that evening. After that point, visitors are invited to become followers of Dell Outlet on Twitter.
  20. 20. Second Life The God Delusion story
  21. 21. Random House purchased an island on Second life Lunched Richard Dawkins – The God Delusion On the fourth day God arrived with a band of angels Six major national newspapers covered the story
  22. 22. Research highlighted specific customer demands: • A clearer contract • Satnav/GPS • Enhancements to the loyalty programme
  23. 23. A clearerWhat happened next? Satellite Navigation contract Aston Martin loyalty incentive
  24. 24. Since launching its blog in January 2007, Avis’s approval at 1% p.a. In a sector growing ratingUK isincreased by 200%of more Avis has achieving growth eclipsing that of Hertz, one than 10%. of its main competitors.
  25. 25. The Social Media Release
  26. 26. What is a Social Media Release • Allows you to write search and semantically optimised news releases for syndication to news aggregators, social media sites, social bookmarks, search engines and directly via RSS feeds • Share media assets and create social networks • PR Agencies can run a stable of PressRooms for their clients
  27. 27. Information Flow Person receives/finds release Search Engines / News Aggregators Social Media Person uses Release SMR content to start conversations Social Media Spaces PressRoom Tracking
  28. 28. E mail targets Social Media Release Social links Social Bookmarks Media sharing News Aggregators aggregators