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From Web 2.0 to Social Media

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Social media takes most of its philosophy from Web 2.0, but some concepts are being added.

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From Web 2.0 to Social Media

  1. 1. 1
  2. 2. A new trend? 2
  3. 3. A new trend? Online > .com 3
  4. 4. Web 1.0 vs. Web 2.0Static (web) Dynamic (blog)Dark (html) Transparent (wiki)Individual (PC) Social (network)) • Estática (web) • Oscura (html) • Individual (PC) 4
  5. 5. Some changes on the Internet•Fast connections: xDSL, UMTS•New technologies: Ajax, HTML5, API...•New standards: XML, Soap, OpenSocial...•New services: wikis, blogs, networks...•Open source: cheap and available•More women: more e-commerce + more social•Geolocation + mobility: iPhone, Android, Blackberry 5
  6. 6. Some concepts from O’Reilly•The Web as a platform•Collective intelligence•Data bases as barriers to competition•The end of phased development (permanent beta)•Agile software development•Software as a platform (SaaS) + cloud computing 6
  7. 7. Getting value out of data 7
  8. 8. The Cluetrain Manifesto(1999)•Markets areconversations• Hyperlinks subverthierarchy• Organizations arenetworks 8
  9. 9. The Cluetrain Manifesto and WikiLeaks•#7: Hyperlinks subverthierarchy• #12: There are nosecrets• #41: Companies makea religion of security, butthis is largely a red herring 9
  10. 10. Transparency http://www.wired.com/wired/archive/15.04/wired40_ceo.html 10
  11. 11. You as a media•You create content•You socialize•You choose/vote•You recommend•You filter•You share 11
  12. 12. A platform where you give and receive 12
  13. 13. What’s happening 13
  14. 14. Social networks surpassing search engines? 14
  15. 15. Social professional networks bigger thanbusiness newspapers 15
  16. 16. Some Web 2.0 terms•Services: blog (blogging), nanoblog (twitter), wiki, social filtering, content sharing, social network, mashup• User Generated Content (UGC)• Crowdsourcing• Widget• Gadget• Folksonomy• Semantics• Permanent beta• Serendipity and relevance• Prosumer 16
  17. 17. Web 2.0 terms > Social filtering 17
  18. 18. Web 2.0 terms > Mashup 18
  19. 19. Web 2.0 terms > Crowdsourcing 19
  20. 20. Web 2.0 terms > Crowdsourcing 20
  21. 21. Web 2.0 terms > Crowdsourcing 21
  22. 22. Web 2.0 terms > Widget 22
  23. 23. Web 2.0 terms > Folksonomy 23
  24. 24. Web 2.0 terms > Semantics 24
  25. 25. Web 2.0 terms > Serendipity 25
  26. 26. Social media landscape: 2009 26
  27. 27. Social media landscape: 2011 27
  28. 28. Social media landscape: 2011•Publish: blogs, microblogs and wikis•Share: videos, photos, links & docs•Discuss: comments & social search•Commerce: reviews & purchase sharing•Location: local social networks & events sharing•Network: professional & personal social networks•Games: social waming & virtual worlds 28
  29. 29. Social media landscape: 2011 29
  30. 30. Social networks > Types 30
  31. 31. Social networks > Types 31
  32. 32. Location based social networks 32
  33. 33. Social networks > Where are they used1.Russia: 6.6 hours2.Brazil: 6.33.Canada: 5.64.Spain: 5.35.Finland: 4.76.UK: 4.67.Germany: 4.58.USA: 4.29.Colombia: 4.110.Worldwide: 3.7 • Source: ComScore 2009 33
  34. 34. Social networks > MySpace vs. Facebook 34
  35. 35. Social graph 35
  36. 36. Social graph > Social sign on vs. Login•“Users don’t have to register to your website in order to verify their identity”•2/3 of 100 main US sites have integrated Facebook Connect. Also MS for MS Office Live•oAuth (Twitter) is the second player•OpenID (distributed and open) is not working•Google has limited itself to email in the business area, in which Salesforce is also a growing player• In mobile platforms, owning the operating system is strategic for Google (and Apple & MS)• Companies have to decide whether to integrate on FB or use FB Connect on their sites 36
  37. 37. Social graph > Platforms 37
  38. 38. New ways and new business models•Advertising•Journalism•Banking•Education•Manage companies•Medicine•Politics•Customer Service•Social commerce 38
  39. 39. Advertising 2.0 39
  40. 40. Advertising 2.0 40
  41. 41. Media 2.0 41
  42. 42. Banking 2.0 42
  43. 43. Education 2.0 43
  44. 44. Enterprise 2.0 44
  45. 45. Enterprise 2.0 > Decoding social 45
  46. 46. Enterprise 2.0 46
  47. 47. Innovation 2.0 47
  48. 48. Health 2.0 48
  49. 49. Politics 2.0 49
  50. 50. Politics 2.0 50
  51. 51. Social CRM 51
  52. 52. Social commerce 52
  53. 53. Social commerce > Recommendations 53
  54. 54. Social commerce > Online communities 54
  55. 55. Social commerce > Group buying 55
  56. 56. Social commerce > Social styling platforms 56
  57. 57. Social commerce > Social co-shopping 57
  58. 58. Social commerce > Social co-shopping 58
  59. 59. New rules for a new era 59
  60. 60. Long tail 60
  61. 61. Network effect 61
  62. 62. Dunbar number 62
  63. 63. Law of six degrees of separation 63
  64. 64. Law of 3 degrees of influence 64
  65. 65. Zuckerberg’s law 65
  66. 66. Nielsen’s law (1/9) 66
  67. 67. Nielsen’s law (1/9)•10% of Twitter users create 90% of content•10% of Facebook users create 30% of content•15% of Wikipedia editors do edit 90% entries•5% of Internet users do blog•On Youtube the creator to consumer ratio is 0.5%•Also the 1% rule by Charles Author ( http://www.guardian.co.uk/technology/2006/jul/20/guardianweeklytechnolog ) 67
  68. 68. Power law of participation 68
  69. 69. Jeff Bezos’ law of e-reputation(1 to 6 vs. 1 to 6,000) 69
  70. 70. Law of scarcity 70
  71. 71. Freemium 71
  72. 72. Transparency works 72
  73. 73. The Attention Economy 73
  74. 74. Principles to take into account 74
  75. 75. Design to matter in a world of infinite supply 75
  76. 76. Be the best at one thing 76
  77. 77. People want uniqueness 77
  78. 78. Focus on one interaction 78
  79. 79. Simplicity 79
  80. 80. Fast 80
  81. 81. Develop relationships - Imitation effect 81
  82. 82. Product as a service 82
  83. 83. Community creation - Methodology1.Fix goals (for members and owners) and differentiation2.Set mission (backstory), vision, name, logo, taxonomy, relationships built as a result3.Decide who can become member: nicks/real ?4.Set behavioral rules: FAQ, privacy, terms of use5.Tools: free (FB, Linkedin) + paid (ning, elgg)6.Animation - Attract members: events, contests, board, education, viral (FB, Twitter), cooptation7.Animation - Management: games, reputation system, prizes for first users, share blog/newsletter, internal democracy, exclusivity8. Rituals: presentation, birthdays, remember mail 83
  84. 84. Community creation - Methodology 84
  85. 85. Community creation - Methodology 85
  86. 86. Community management 11 86
  87. 87. Community management - Etiquette (1)•Friending: you are not obligated to follow/friend anyone•Appearance: avatar picture shouldnt be a company logo and it should be you•Retweeting people’s praise of you comes off as jerky. Just thank them•If you retweet something interesting, always give credit for who found it first•Promote others more often than you promote yourself. My long-standing measure is 12:1 87
  88. 88. Community management - Etiquette (2)•Links do matter to Google and to the people you care about. When you can, give them a link•Disclosure: if you’re writing about a client, add (client) to the tweet/post/update•You can tweet as often as you want, but people unfollow “noisy” tweeters•Sharing is caring: the web thrives on links and social sharing. The more you do to participate, the more people will create material for free for you to enjoy 88
  89. 89. Community management - Animation•From 4 P’s (Product, Price, Promotion, Place) to 4 E’s (Engage, Experience, Enhance Emotion) and 4 C’s (Content, Connectivity, Commerce, Community) -> Games create community• Word of mouth -> Twitter• Blog or exclusive newsletter + interview members• Dynamic stream on home page• Emails when users have not come lately• Manage conversations: Encourage + Moderate• Moderators + Subgroups -> Give power to leaders• Analytics: comments, contributions... 89
  90. 90. Community management - Motivations to participate•Return favor: reciprocity•Friendship / Fans -> How to turn fans into brand advocates•Self steem and public recognition -> Reputation -> Games•Influence (Wikipedia)•Money•Learn http://buildingreputation.com/writings/2009/10/motivations_and_incentives.htmlhtml 90
  91. 91. Community management - Reputation systems (Gaming systems)•Altruistic participations don’t need them•Non-altruistic participations get compensation•Connectors (influencers) and mavens (info collectors) are very useful•Reputation system should reward active users and penalize non-actives•Trolls should be avoided•Democratic reputation systems are very interesting•First members should be honored•Stakeholders should be redirected to a blog 91
  92. 92. Community management - Types of users 92
  93. 93. Community management - Types of users 93
  94. 94. Community management - Membership cycle 94
  95. 95. Community management - Types of ties 95
  96. 96. Community management - Online engagement•Less talk about your products and more about lifestyle. Ex. Burberry’s FB page promotes emerging music artists.• Promote product related material. Stimulates purchases but also criticism. Ex. BMW & Gucci.• Use social media to promote real world events. Ex. Smirnoff with ideal night out ideas’ contest which later becomes a real party.• Competitions and giveaways.• Exclusive offers for Facebook fans. Ex. Panasonic 96
  97. 97. Community management - Success keys•Choose a niche•Be relevant in that niche•Keep it simple•Get a full bar•Encourage people to post about their passions•Make it a fun place•Make each member feel special•Keep in touch with members•Reward membersSource: http://www.communityspark.com/10-reasons-why-people-arent-contributing-to-your-online-community 97
  98. 98. Community management - Social Media Optimization (SMO)•Make sharing easy: Twitter, FB (Likes) buttons•Create shareable content: Blogging and status updates on Facebook and Twitter profiles•Comment on other blogs•Reward engagement and get new friends/fans and followers•Encourage the mashup: RSS, API•Get on people’s Facebook walls by using the Facebook Edgerank as well as possible (get many fans and likes)• Don’t forget classic PR on events !!! 98
  99. 99. Community management - SMO on Facebook pages•Provide fans with offers and discounts•Don’t just focus on managing the negative•Fans are better at responding than brands so empower them•Fans prefer images over video•Post a question with every post 99
  100. 100. Community management - Top reasons to follow a brand on Facebook•To find offers and discounts (42%)•Love of the product (33%)•To get latest news about the brand (24%)•To give them ideas on how to improve the product (12%)•To get better customer service (12%)•To complain (6%) 100
  101. 101. Community management - Social MediaOptimization (SMO) 101
  102. 102. Community management - Measurement tools•Klout, Infinigraph: influencer identification tools•Radian6 (bought by Salesforce)•ScoutLabs•Cymfony•Nielsen Buzzmetrics•Traackr•Free ones: Visible Technologies (www.trureputationscore.com), Backtype, Trackur, Grader.com 102
  103. 103. Facebook > Some data•More than 500 million users•50% of them connect every day•¼ of them access thru mobile (more on twitter) and they are twice more active•Average user has 130 friends•Average user stays 5 hours•70% users are outside the US » Source: http://www.facebook.com/press/info.php?statistics 103
  104. 104. Facebook > Top countries•USA: 126 M•UK: 27•Indonesia: 25•Turkey: 23•France: 19•Italy: 16•Canada: 16•Philippines: 14•Mexico: 12•Spain: 10,4 » June, 2010, Checkfacebook.com 104
  105. 105. Facebook > Some myths•Used mostly by US kids? But 2/3 older than 26•Will it replace e-mail?•Keeps changing privacy to sell ads?•Users are in arms over privacy?•Zuckerberg was a bad kid and stole the idea from other kids?•Facebook is temporal, as Friendster or MySpace?•Does Facebook kill the Web? 105
  106. 106. Facebook > Profile, Page, Group, Place•User Generated content•Personal profile vs Business page•Page vs. Group•Places•Proximity generates confidence•Confidence & influence & visibility•The power of virality/word of mouth•Media brand•Tips on turning fans into brand advocates•Tips on updating a page regularly 106
  107. 107. Facebook > Some things• Facebook vs. Google: People vs. Contents• Facebook Ads vs. Google AdWords• Tracking success: Page insights 107
  108. 108. Facebook Places > presents + discounts 108
  109. 109. Facebook / VKontakte - Apps 109
  110. 110. Online videos•Different than offline: shorter, interactive•Platforms: Youtube, Vimeo, Facebook, Kewego•Streaming platforms: Livestream, UStream (Watershed)•Tools: dotSub (subtitles), flowplayer & PhpMotion (free video player), Windows Media Maker (alternativas: VirtualDub, Adobe Premiere, Pinnacle Studio, Sony Vegas), Audacity (para editar audio), Windows Media Encoder (streaming)• Formats: AVI, MOV (Quicktime), MPEG, SWF (Flash), FLV (Flash), Real Media, WMV (Windows) 110
  111. 111. Youtube•The Youtube Generation (Gen Y): attention just for 3 min.•Introduction to the YouTube community•Using YouTube channels, playlists, V-logs, and favorite videos for business•Step by step guide to creating and customizing a YouTube channel•Tips on building engagement and community around your brand•Advertising on YouTube 111
  112. 112. Blogs > Advantages•Google loves blogs•Cheap•Simple•RSS for aggregation•Credible, near and modern•Easy feedback•Buzz -> Viral marketing thru blogosphere (meme)•Develops communities•Difference with forums 112
  113. 113. Blogs > Parts•Head: title and subject•Colums: browsing guide, about (+FAQ), archives, categories, links, search, RSS, last comments• Post: title, lead, text, permalink, trackbacks, pings• RSS 113
  114. 114. Blogs > Parts 114
  115. 115. Blogs > Types•Personal: geeks, passions, entrepreneurs•Corporate: corporate, consultant, brand•Media: Weblogs SL, Escolar.net 115
  116. 116. Blogs > Tips•Get as many links as possible (and link yourself)•Write for geeks•Use social sharing sites: Digg, Twitter•Comment on other blogs•Write about sex, science, weird things, current events...•Create a classification of 10 things•Review your analytics•Platforms: Blogger, WordPress•Comments: free/moderated•Use copyleft licenses 116
  117. 117. Blogs > Editorial policy•One blog/post, one subject•Personal stuff matters•Frequency: 1/2 times per week minimum•Answer comments: develop community•Title is so important•Short texts: people do scan•Paragraph every two sentences•Lists instead of long explanations•Transparency: also when erasing•Ask for advice to readers•Communicate passion 117
  118. 118. Blogs > Netiquette•There is a human being on the other side•Be careful when joking•Be short•Use descriptive titles•Think on whomever is reading you•Read all comments before answering•Be careful with copyrights•Quote•Don’t criticize for ortography•Don’t insult, threaten 118
  119. 119. Linkedin > Some data•Over 80 million users•Profitable since 2006. Future IPO•Competitors: Xing (D), Viadeo (F)•Each user has an average of 60 connections•Average age of users is 39•San Francisco-based executive headhunter Ron Bates has the most LinkedIn connections with 33,540 direct contacts• Average user of LinkedIn probably belongs to at least 3 to 4 groups 119
  120. 120. Linkedin > Features•Profiles (personal and corporate): Visibility•Job search and executive head hunting•Commercial contacts: who knows whom•Follow a company (new recruits)•Ask for advice: Linkedin Answers•Professional groups: Forum, news, jobs, members•Polls•Apps platform: Tripit, Twitter, Slideshare...•Company products and services•Premium services: InMail messages, CRM 120
  121. 121. Twitter 121
  122. 122. Twitter > Some data•At the beginning it was just a platform to send massive SMS messages•150 million users•300,000 new users every day•50 million tweets every day•75% traffic comes from outside twitter.com (3 billion daily requests thru API)•More than 300,000 oAuth apps•37% active use mobile phone (mainly SMS and iPhone) 122
  123. 123. Twitter > Use cases 123
  124. 124. Twitter > Use cases 124
  125. 125. Twitter > Use cases 125
  126. 126. Twitter > Use cases 126
  127. 127. Twitter > Use cases 127
  128. 128. FourSquare 128
  129. 129. FourSquare > mayors 129
  130. 130. FourSquare > medals 130
  131. 131. Grand Guest > presents + discounts 131
  132. 132. Best Buy & Virgin > location-based offers 132
  133. 133. Marketing options for check-ins•Virally market by giving out deals in exchange for single check-in (tell a friend)•Loyalty program in which customers are rewarded with deals in exchange for multiple chek-ins• Timed check-in deals during hours in which few people go shopping• Deals if a group does check-in (swarm) 133
  134. 134. Marketing options for check-ins•Domino’s rewards checkins on shops with free pizza• Starbucks, McDonald’s & Pepsi give discounts to mayors• Pepsi sponsors page of main FourSquare users in NYC 134
  135. 135. Marketing options for check-ins•Jimmy Chao’s Pirate Treasure Hunting game in London’s streets thru Facebook, FourSquare and Twitter• A guide of restaurants interviews FQ mayors• Planet Hollywood Las Vegas announces names of mayors on screen 135
  136. 136. Marketing 2.0 strategy•Fix goals•Listening: online reputation and reactions•Buzz marketing•Activate: PR 2.0 with influentials and power users•Support: community with fans, Facebook, Twitter (Conversational marketing and Brand media)• Measure 136
  137. 137. Dell case•Professor Jeff Jarvis complains in his blog as his computer crashes and customer service does not do a good job.• The company reacts 137
  138. 138. Dell case > Social media evolution(source: http://slideshare.net/Dell_Inc/blogwellcincinnati-april-7-3678335) 138
  139. 139. Dell case > Consumer Generated Contest 139
  140. 140. Dell case > SMB’s community on Facebook 140
  141. 141. Dell case > Community for digital nomads 141
  142. 142. Dell case > Community for customers’ ideas(later also for employees) 142
  143. 143. Dell case > Outlet on Twitter 143
  144. 144. Dell case > Support Community 144
  145. 145. 145
  146. 146. Some things never change 146

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