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A presentation I did for Doug Bean's class.

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  • A social network is a community of people that are tied together by an outcome
  • Consider the website
  • Think about Joes Pizza versus Pizza Hut
  • And nurtured? What would you say? How would you say it?
  • Start with the knowledge. Start with what you’ll say in that room. Call it a podcast, a blog, a Ning social network, a vlog, social media pressroom Start with the ideas, insights, answers, processes, then pick the tactics that deliver.
  • NOT AN ONLINE BROCHURE! No person in our room wants to be handed a brochure. This is how to visualize those people, and those rooms.
  • NOT AN ONLINE BROCHURE! No person in our room wants to be handed a brochure. This is how to visualize those people, and those rooms.
  • Web202010

    1. 1. A brief look at Web 2.0 in 2010
    2. 2. Why me? <ul><li>Copywriter joins early social network </li></ul>
    3. 3. Why me? <ul><li>A woman from Buffalo joined </li></ul>
    4. 4. Why me? <ul><li>We e-mailed back and forth. </li></ul>
    5. 5. Why me? <ul><li>To recap </li></ul><ul><li>Woos US woman with words </li></ul><ul><li>Moves to US </li></ul>
    6. 7. This is also me:
    7. 8. This is also me:
    8. 11. <ul><li>What is a social network? </li></ul>
    9. 12. <ul><li>For an individual, the value is in the community </li></ul><ul><li>For a brand, the value is in harnessing the community </li></ul>
    10. 14. What is a social network? <ul><li>Social media is about a change in behavior </li></ul><ul><li>A convergence, where online stopped being about ‘websites’ and started being about experiences </li></ul>
    11. 15. <ul><li>“ Social media is having the disruptive impact that TV did. But on an accelerated timeline.” – Eric Mower </li></ul>
    12. 18. TRADITIONAL MEDIA SOCIAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer
    13. 19. Web 2.0 <ul><li>What is the behavior behind social media? </li></ul><ul><li>2 nd Law of Social Networking </li></ul>
    14. 21. #1 Facebook <ul><li>Facebook has over 400 million members </li></ul><ul><li>50% of all Canadians have a profile! </li></ul>Source: http://www.facebook.com/press/info.php?statistics
    15. 22. Facebook <ul><li>Connecting people who you already know. </li></ul>
    16. 24. Facebook Page <ul><li>Facebook is after the social graph. </li></ul>
    17. 25. Facebook <ul><li>It’s Facebook’s opinion that what people ‘like’ says something about them socially. </li></ul><ul><li>And they want to connect those people </li></ul>
    18. 32. LinkedIn is a business social network. <ul><li>Used for job hunting. </li></ul><ul><li>Company finding. </li></ul><ul><li>It’s a networking tool </li></ul><ul><li>Not based on geography. </li></ul>
    19. 36. <ul><li>People create profiles in LinkedIn. They refer each other, answer questions, join groups. </li></ul><ul><li>From those profiles, LinkedIn creates a picture of the company. </li></ul>
    20. 38. <ul><li>LinkedIn: 67% of users saying they use their profile to “make new business or professional contacts” </li></ul><ul><li>If you’re on LinkedIn, it uses profile data to create the business profile. </li></ul><ul><li>People can now follow companies on LinkedIn. </li></ul><ul><ul><li>Source: Pew Internet & American Life Project Survey December ‘08 </li></ul></ul>
    21. 41. <ul><li>Twitter is an excellent way to interact with both of your target markets. </li></ul>
    22. 42. <ul><li>There are a lot of brands that are part of the everyday life of people. </li></ul>
    23. 45. <ul><li>Twitter is a massive pile of junk. </li></ul><ul><li>But inside all those dumb things are potential gems. </li></ul>
    24. 47. <ul><li>Social bookmarking is the solution to never having to e-mail a link home. </li></ul><ul><li>It’s also a way to prove smarts. I have this on my e-mail signature </li></ul>
    25. 48. Delicious
    26. 51. <ul><li>From Google alert to What’s new </li></ul>
    27. 53. <ul><li>YouTube has a vibrant community </li></ul>
    28. 56. Social media newsroom
    29. 58. Location based social networks
    30. 59. <ul><li>Yelp, FourSquare, Gowalla, and a myriad of other tools are essentially local mobile search engines. </li></ul><ul><li>Users &quot;check-in&quot; at venues using text messaging or a device specific application </li></ul><ul><li>Other users can see where their friends are, and what their friends think of the place they are at. </li></ul><ul><li>Like a Tradeshow booth. </li></ul>
    31. 60. The shift
    32. 61. <ul><li>This presentation isn’t about the tools. </li></ul><ul><li>It’s about a shift </li></ul>
    33. 62. <ul><li>It’s about proving expertise using a tactic that lets people respond. </li></ul>
    34. 63. <ul><li>Before the web we used awareness generating tools. </li></ul>
    35. 64. <ul><li>When they raised their hand, (or click a link) we thought of them as buyers. </li></ul><ul><li>But many are tire kickers </li></ul>
    36. 65. <ul><li>So what if these buyers and tire kickers could still be placed into a room? </li></ul>
    37. 66. <ul><li>What would you say? </li></ul>
    38. 67. <ul><li>How would you say it? </li></ul>
    39. 68. <ul><li>Here’s a way to organize it </li></ul>
    40. 70. <ul><li>So develop a strategy that starts with listening. </li></ul><ul><li>Then create shareable content. </li></ul>
    41. 71. <ul><li>And never, ever, ever, say viral. </li></ul>
    42. 72. <ul><li>http://sharemarketing.wordpress.com </li></ul>