Web 2.0


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When web 1.0 meets web 2.0 there is opportunity

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Web 2.0

  1. 1. Web 1.0 + 2.0 = a strategy<br />
  2. 2. Web 1.0 <br />The first web bubble burst around March, 2000 when the NASDAQ reached its peak. <br />
  3. 3. Web 1.0 <br />One cause: <br />The WEBSITE became the first marketing tool that people had to have – without knowing why. <br />
  4. 4. Web 2.0 <br />
  5. 5. Web 2.0<br />A community is a collection of like-minded people who gather online (and off) to share images, videos, status, presentations, ideas, rants, reviews, opinions. <br />
  6. 6. Web 2.0<br />Web 2.0 sites are community platforms; not websites<br />People don’t say, “I am updating my Facebook.com page”<br />And the emerging ability to share anything at anytime from anywhere with mobile devices makes it ubiquitous. <br />
  7. 7. Web 2.0<br />Web 2.0 is a community: It isn’t a message to a consumer, its a consumer interaction.<br />It is the conversation people are having on so-called Web 2.0 tools like Twitter, Facebook and blogs. <br />John:<br />“Really?<br />Why?”<br />WOW<br />“Fail.<br />Not convinced”<br />
  8. 8. Web 2.0<br />Why does this matter? <br />Because people trust the recommendations of other consumers more than they trust ads. <br />This has always been true. <br />
  9. 9. How Web 2.0 is Different<br />Social media is about engagement. <br />Extending a brand into existing online communities – or creating new ones from scratch. <br />Give best customers the ammunition to talk positively about a brand, a news story or an event <br />Used right, it can be an extension of current marketing strategies<br />
  10. 10. Web 2.0 is Different<br />Space defined by Media Owner Space defined by Consumer<br />DIGITAL MEDIA<br />TRADITIONAL MEDIA<br />Brand in control Consumer in control<br />One way, brand speaking Two way / a conversation<br />Repeating the message Adapting the message<br />Focused on the brand Focused on the consumer<br />Entertaining Involving<br />Brand created content User created content / Co-creation<br />
  11. 11. Web 1.0 + 2.0 = Strategy<br />Digital media has the ability to connect all disciplines. <br />
  12. 12. Web 1.0 + 2.0 = Strategy<br />INTERACTIVE DEVELOPMENT<br />How does the website work with the execution. Will there be apps? Tabs? <br />STRATEGY AND CONTENT DEVELOPMENT<br />Why we’re doing it. <br />Digital media<br />DIRECT<br />E-mail blasts<br />ACCOUNT MANAGEMENT<br />Get it all done on time and budget<br />PR/PA <br />How does PR fit?<br />Do we have a crisis team in place? <br />CREATIVE AND CONTENT<br />Be relevant. Create content that can be reused. <br />MEDIA<br />If we build it, will they come? Facebook ads. Etc. <br />
  13. 13. Discovery<br />Digital Media Process<br />Strategic Development<br />Validation<br />Implementation<br />
  14. 14. Discovery<br />Review all content from the brand – what assets exists? What can be repurposed? <br />Analyze what the category is doing<br />Devise strategies to engage target market, both existing customers and new customers<br />
  15. 15. Strategic Development<br />From listening, gain insight into the target markets. <br />Create a social media strategy. <br />Elements include:Customized Social graph (see next slide)<br />
  16. 16. Social<br />Media<br />Search<br />In-store<br />Social Bookmarking<br />website<br />Blogs<br />Left blank to be <br />filled in as needed<br />16<br />
  17. 17. Implementation<br />Once you have developed a strategy, the plans for the various strategic initiatives can be crafted and refined.<br />The creative approach can be refined– will there be a content calendar? How does it all fit with other marketing tactics?<br />
  18. 18. Validation<br />Social media offers almost instantaneous validation<br />We can learn from how people respond to the campaign, and change it as necessary. <br />
  19. 19. Re-Discovery<br />Regardless of the idea, ensure you are testing.<br />
  20. 20. Matt’s Social Media Experience<br />Bojangles’<br />Eastman Kodak Company<br />Remington<br />Everson Museum<br />KI Furniture<br />Russell Athletic<br />Riverbank Power<br />Caesar's Pocono Resorts<br />Grove Park Inn<br />Epsom Salt<br />GLM Shows<br />Labatt USA<br />Charlotte Pipe<br />Closetmaid<br />
  21. 21. Contact<br />Matt Hames<br />Social media strategist<br />716.817.3076<br />People like to share<br />Twitter.com/mhames<br />