Making Sense of Web 2.0 Understanding it before you can grow your business with it Larry Collett Regional Interactive Media Director – Media General, Inc. WCBD-TV 2 (NBC) and WSAV-TV 2 (NBC) Realtor – Carolina One Real Estate :: Broad Street Office Director of Operations – netGALAXY Studios
Who is Larry Collett I’m the Regional Interactive Media Director for Media General, Inc. I’m responsible for the online operations for two NBC television stations. These stations are WCBD-TV 2 in Charleston, SC, and WSAV-TV 3 in Savannah, GA. CountOn2.com has grown from being last place less than three years ago to being the number one television website this year and winning the Edward R. Murrow Award for Overall Excellence in 2008. Prior to my time at WCBD-TV 2 I helped start a small website called Charleston.net for the Post and Courier. I’m a Realtor ® for Carolina One Real Estate; the downtown Broad Street office. I’m new; been doing this for a little over one year. Lastly, I own an Internet Development and Consulting company that I started in 1996 called netGALAXY Studios. We build Internet applications for clients such as Chamber of Commerce’s, United Stated Air Force, School Districts such as the Charleston County School District and Real Estate Agents. a little about me…….
Quick Agenda <ul><li>Definition of Web 2.0  </li></ul><ul><li>Look back at 1.0 and fast-forward to 2.0  </li></ul><ul><li>A few realities of the Social Web  </li></ul><ul><li>A quick look at some statistics  </li></ul><ul><li>Media history  </li></ul><ul><li>Roll up our sleeves and talk social media  </li></ul><ul><li>Stepping stones  </li></ul><ul><li>The toolbox, time-saving solutions  </li></ul><ul><li>Quick tip  </li></ul><ul><li>Questions [priceless] </li></ul>a snapshot of our time today…….
Disclaimer Web 2.0 encompasses a vast array of topics that can get really detailed and I could probably spend about 10 hours and barely touch the surface of this technology. What I will do is touch upon some key elements of Web 2.0 to give you a better understanding of what it is, how it started, social networking and how popular it is becoming, and jump into a quick overview of some Web 2.0 applications that will help save you time, money and help you build your business with very little effort. What I’m not going to be able to provide in this short hour and a half time period is in-depth instructions on how to use some of the Web 2.0 applications , but at the end of this session we will open it up to questions so that I may be able to answer some of the questions that you may have about an individual application, technology or Internet question in general. I’ll be more than happy at the end of the session to provide contact information about me and you are more than welcome to contact me anytime and, if I can help you, I’ll be more than happy to. As I’ll mention in one of the slides of this presentation, "Web 2.0" refers to the second generation of web development and web design. It is characterized as facilitating communication, information sharing, interoperability, user-centered design and collaboration on the World Wide Web. It has led to the development and evolution of web-based communities, hosted services, and web applications. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies. The term is now closely associated with Tim O'Reilly because of the O'Reilly Media Web 2.0 conference in 2004.Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but rather to cumulative changes in the ways software developers and end-users utilize the Web. According to Tim O'Reilly: Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as a platform, and an attempt to understand the rules for success on that new platform. However, whether it is qualitatively different from prior web technologies has been challenged. For example, World Wide Web inventor Tim Berners-Lee called the term a "piece of jargon“. The sometimes complex and continually evolving technology infrastructure of Web 2.0 includes server-software, content-syndication, messaging-protocols, standards-oriented browsers with plugins and extensions, and various client-applications. The differing, yet complementary approaches of such elements provide Web 2.0 sites with information-storage, creation, and dissemination challenges and capabilities that go beyond what the public formerly expected in the environment of the so-called "Web 1.0“. The criticism exists that "Web 2.0" does not represent a new version of the World Wide Web at all, but merely continues to use so-called "Web 1.0" technologies and concepts. Techniques such as AJAX do not replace underlying protocols like HTTP, but add an additional layer of abstraction on top of them. Many of the ideas of Web 2.0 had already been featured in implementations on networked systems well before the term "Web 2.0" emerged. Amazon.com, for instance, has allowed users to write reviews and consumer guides since its launch in 1995, in a form of self-publishing. Amazon also opened its API to outside developers in 2002. Previous developments also came from research in computer-supported collaborative learning and computer-supported cooperative work and from established products like Lotus Notes and Lotus Domino. What we can cover…….
Let’s ask a question <ul><li>Who has heard of the term “Web 2.0” </li></ul><ul><li>Why are you here? </li></ul><ul><li>What is it that you want out of Web 2.0? </li></ul>by a show of hands…….
What is Web 2.0? a short definition……. The term "Web 2.0" refers to a perceived second generation of web development and design, that aims to facilitate communication, secure information sharing, and collaboration on the World Wide Web. O'Reilly has said that the "2.0" refers to the historical context of web businesses "coming back" after the 2001 collapse of the dot-com bubble, in addition to the distinguishing characteristics of the projects that survived the bust or thrived thereafter.
What is Web 2.0? a short definition……. Heh? What did you just say?
What is Web 2.0? wha-what? need more explaining….. Web 1.0 is a presentation Web 2.0 is a conversation
What is Web 2.0? wha-what? need more explaining….. <ul><li>Dynamic Content </li></ul><ul><ul><li>Content created on demand </li></ul></ul><ul><ul><li>Changes frequently </li></ul></ul>
What is Web 2.0? wha-what? need more explaining….. <ul><li>Media Integration </li></ul><ul><ul><li>Often multiple media types are presented together </li></ul></ul>
What is Web 2.0? wha-what? need more explaining….. <ul><li>Interactive Communication & Social Networking </li></ul><ul><ul><li>Viewer provides feedback </li></ul></ul><ul><ul><li>Interacts with others </li></ul></ul>
What is Web 2.0? wha-what? need more explaining….. <ul><li>Content Cross-platform </li></ul><ul><ul><li>Content accessible from various devices & media types </li></ul></ul>
What is Web 2.0? wha-what? need more explaining….. <ul><li>User-generated content </li></ul><ul><ul><li>Usually some content provided by some site visitors </li></ul></ul>
Reality Check A few realities of doing business on the Social Web
Reality 1 You have to be great at what you do first. One of the biggest mistakes that individuals can make in approaching the Web is to think that the simple act of creating an online presence – whether through a blog, a Facebook profile, or a fancy Web site – will in itself bring new business. In reality, to see results, you must already have strong business fundamentals and a solid marketing plan.
Reality 2 Using social media is like riding a bull – getting on is the easy part. Before you start, you need to have a strategy. Time is one of the major ingredients when it comes to blogging and social media. Creating a strong following on Twitter, Facebook, and other sites also require a commitment that can’t be outsourced. Even though some elements can be updated automatically, it will be no secret to other users if you’re not personally interacting regularly.
Reality 3 You don’t have to be a tech whiz to participate. The last thing that you should stop you from leveraging the business tools, information resources, and networking opportunities on the Internet is the technology itself. So, how does a social media novice get started? By experimenting with it. Join Facebook, join LinkedIn, read blogs, and ask your peers what sites they find most valuable.
Reality 4 The web is a constant flux. You have to keep up with it. Having an experimental, early adopter attitude is a big advantage for anyone who wants to make the most of the ever-changing Web. Take Twitter. A couple of years ago, this micro-blogging platform was practically unknown, but today it gets about 55 millions visits every month, making it the third most trafficked online social network according to Compete, Inc.
Reality 5 You can’t fake it. As you venture into the new world of online communication, it’s important to remember that every interaction, as anonymous as it may seem, is a representation of you and your business. You need to be authentic. Don’t think that people want to work with a particular type of individual, and then try to fill that mold. Just be yourself.
Reality 6 The Web is so much more than a prospecting or networking tool. A well-planned social media strategy can generate clients, but what many people find most valuable about the Web is its capacity to teach. By developing an understanding of consumers and interacting with them online, you can generate business using “the law of attraction” – that is, pulling clients to you by sharing valuable information, rather than the traditional approach…..
Reality 6 … ..that’s what I am doing here today – sharing valuable information. How can we engage people? How can we build trust? How can we get them communicating with us? That’s the big question that we should all be asking ourselves.
Moving on…. Ok, I think I’m starting to get it. Show me stats!
Rapidly Growing! yes, web 2.0 that is……. Social Networks & Blogs More Popular than Email More than two-thirds (67%) of the global* online population visits social networks and blogs, and participation in these “member communities” is now the fourth most popular online category - behind search, portals, and PC software, but ahead of personal email use, according to research from Nielsen Online. *”Global” and “World” encompass the following countries in which Nielsen Online has a NetView panel: Australia, Brazil, France, Germany, Italy, Spain, Switzerland, UK and US
Rapidly Growing! yes, web 2.0 that is……. <ul><li>One in every 11 minutes online globally is accounted for by social network and blogging sites. </li></ul><ul><li>The social network and blogging audience is becoming more diverse in terms of age: the biggest increase in visitors during 2008 to “member community” Web sites globally came from the 35-49 year old age group (+11.3 million). </li></ul><ul><li>Mobile is playing an increasingly important role in social networking; 19% in the US (10.6 million people). These numbers are an increase over last year – up 156% in the US </li></ul>
What about…. How about a little bit of history before we move on
You are the media you grew up with A quick look at some statistics……. <ul><li>Gen Y </li></ul><ul><li>7% Married </li></ul><ul><li>52% Employed </li></ul><ul><li>45% F-T Students </li></ul><ul><li>$45K Median HHI </li></ul><ul><li>Baby Boomers </li></ul><ul><li>68% Married </li></ul><ul><li>84% Parents </li></ul><ul><li>27% Grandparents </li></ul><ul><li>14% Empty Nesters </li></ul><ul><li>82% Employed; 66% F-T </li></ul><ul><li>$56K Median HH Income </li></ul><ul><li>Gen X </li></ul><ul><li>55% Married </li></ul><ul><li>60% Parents of K<18 </li></ul><ul><li>40% w. Pre-schoolers </li></ul><ul><li>86% Employed, 71% F-T </li></ul><ul><li>$47.9 Median HHI </li></ul>Source: Projected Population of the U.S, by Age and Sex, U.S Census Bureau, 2004 <ul><li>Matures </li></ul><ul><li>61% Married </li></ul><ul><li>79% Grandparents </li></ul><ul><li>26% Employed </li></ul><ul><li>58% Retired </li></ul><ul><li>40K Median HHI </li></ul>
Attitude towards media <ul><li>TV </li></ul><ul><li>DVR/TiVo </li></ul><ul><li>PC/Laptop </li></ul><ul><li>Video Games </li></ul><ul><li>Portable Music Player </li></ul><ul><li>Cell Phone </li></ul><ul><li>Newspapers/Magazines/Books </li></ul>“ Can’t Live Without…” (Choose two)
Attitude towards media “ Can’t Live Without…” Respondents asked to select two media from list (%) Boomers Gen X Gen Y TV 62 63 33 Cell Phone 23 39 64 PC/Laptop 33 41 47 Newspapers/Mags/Books 52 35 12 Portable Music Player 8 5 20 Video Games 4 5 21 DVR/TiVo 4 9 1
Advantages of Social Media <ul><li>It is personal; fortunately, most of our business is too. </li></ul><ul><li>It is opt-in. Today’s Customer doesn’t respond well to “pushy” </li></ul><ul><li>It is a cleansing process; the new pre-interview </li></ul><ul><li>It has substance </li></ul><ul><li>It is, simply put, where the customers are hanging out </li></ul>
Social Media Checklist start out small…… <ul><li>Develop or improve your existing profiles on major social networking sites such as Facebook. </li></ul><ul><li>Start blogging, then work at improving the opt-in subscription rates to your blog. What can you do differently to get people to take action on your valuable info and share it with others? </li></ul><ul><li>Social bookmark your content until you break your mouse. Take advantage of social bookmaking sites such as stumbleupon.com, delicio.us and reddit.com. </li></ul><ul><li>Put your content out there on other websites that generate high traffic to push consumers to you. Go crazy with the masses. </li></ul>
Social Media Checklist start out small…… <ul><li>Add the creation of more user-generated content on your blogs and web sites. Whether people comment on your blog or leave product reviews on your site – it’s more content that can help you rank higher in the search engines. </li></ul><ul><li>Create video and graphic content . This can include how-to videos for using your products on YouTube or photo galleries of your featured work or products on flickr . </li></ul><ul><li>Use syndicated RSS feeds, whenever and wherever possible on your blogs, web sites, or other social media applications. Get viral. </li></ul>
Social Media Checklist start out small…… <ul><li>Ping! Are you using pinging services such as ping.fm or pingomatic.com to notify important sites such as Google Blog Search and Technorati that you have new content for them to index and share with others? </li></ul><ul><li>Optimize your social media marketing efforts for the search engines. Keep in mind optimizing doesn’t have to be a major event – simply add keyword rich text content to your blog posts, YouTube video titles, and tweets on Twitter. </li></ul><ul><li>Get mobile! Create a mobile campaign that drives traffic back to you. Millions are using mobile everyday and if you’re not capitalizing on it, you’re missing a golden opportunity. </li></ul>
Mix them Together The perfect recipe…… <ul><li>Blog widget points to Facebook </li></ul><ul><li>Facebook links point to blog </li></ul><ul><li>Blog uses photos from Flickr </li></ul><ul><li>Tweets link to all three </li></ul><ul><li>Most importantly, remember you are building relationships! Be genuine and be yourself. </li></ul>
Even mobile devices Orangatame develops TwitterBerry for the Blackberry. www.orangatame.com Twitterific and PocketTweets for the IPhone and IPod Touch www.pockettweets.com www.twitter.com/downloads
Mobile marketing In August 2008, Barack Obama’s presidential campaign made either history or political spectacle when it attempted to announce Joe Biden as the vice presidential candidate over SMS text message. Nielsen estimates that the Biden text was received by 2.9 million mobile phone users in the U.S. over the course of that weekend last August, making it one of the biggest, broadest mobile marketing stunts to date. Why make such an important announcement over a text message? Short Code Marketing The Biden announcement over texting is a highly visible example of short code marketing—marketing messages sent over text message through a Common Short Code (CSC), or short code. Try It…… Text the word WEB20 to 82672
Why Mobile? According to Nielsen 2008 studies, there are more than 256 million mobile subscribers in the US. It has become a world-wide mass media phenomenon. Mobile communications allow you to interact with your customers - you are always with them, fresh and current, completely flexible, and cutting edge. Mobile messaging is low cost and has immediate distribution. You can even use mobile to give interactive life to your tired print, radio, and television advertising. HOW DOES IT WORK? 99% of the 260+ million cell phones in America have Standard Messaging Services built right into the phone. Consumers can “opt-in” to receive future communications. Once they do, you have an open path of instant communication. Mobile texting campaigns are designed to build a database of loyal customers. Now what? Once customers opt-in to receive messages you can correspond with them on a multitude of levels - from standard message blasts that highlight a Friday night event to current coupons, searchable databases, or completely mobile web sites - you will be right at their fingertips. Connect with customers on-the-go... where they are ready to be reached.
Mobile marketing Table 1 Source: The Nielsen Company
Mobile marketing Table 1 Source: The Nielsen Company
start out small…… <ul><li>Taken by Janis Krums, a </li></ul><ul><li>passenger on an </li></ul><ul><li>approaching ferry. </li></ul><ul><li>First picture from scene </li></ul><ul><li>Taken with an iPhone </li></ul><ul><li>Uploaded to twitpic </li></ul>Jan. 15, 2009 US Airways Flight 1549 “ The Miracle on the Hudson”
Email Signatures Put a signature on ALL your emails with your Web 2.0 icons
Stepping stones….. Initial 3 months Social Networking – This is something that you need to allocate appropriate resources to maintain. Growing your “socialness” within the online communities will greatly increase your exposure and audience. This is a primary “stepping stone” to gaining relevant links within other sites to grow your ranking within search engines. Use sites like Ping.fm to update all your social networks at once. Web Marketing – This is a great opportunity to take care of two things at once; brand awareness with keyword-enriched tagging for search engine optimization and promotion of your social networking and/or services. Search Engine Optimization (SEO) – The first two steps are crucial to laying out the foundation of relevant linking within major websites; SEO is the next step. This step can take 3 – 12 months to implement and is an ongoing process, especially with the majors such as Google, MSN, AOL, Yahoo!, etc.
Stepping stones….. <ul><li>Up to 6 months </li></ul><ul><ul><li>Email Marketing – Growing a subscriber base is crucial to get a targeted audience who has “opted-in” to receive your messages is another key component to your Interactive campaign. Whether you do this on your own, or you use Larry Collett to power your email campaigns, you need to do this. Do not eliminate the thought of adding an ad campaign to ask for more subscribers; it’s never too many subscribers as the more you get in front of, the better your chances of achieving your results. </li></ul></ul><ul><ul><li>Video – This is a great way to get your message out to EVERY visitor. Get your “call to action” message online as soon as possible. Mobile Initiatives – Mobile is fast becoming the “go to” resource for information and communication. With more than 256 million mobile subscribers in the US. It has become a world-wide mass media phenomenon. Short code keywords are quickly being snapped up the way dot com’s were in the early 90’s. Start out small with a keyword / short code and grow your subscribers. Communicate lightly with your audience without being intrusive. How many times have you heard a commercial on-air, on the radio or in print that drives a viewer to their website and you are not in front of a computer at that time? Imagine if the commercial or print advertisement said to text a keyword to 82672? Everyone always has their mobile device with them; and this is another measurable result. </li></ul></ul>
Stepping stones….. <ul><li>Up to 9 months </li></ul><ul><ul><li>Keyword Search/Paid Listings – The keywords and paid listings are the final push to finalize your SEO dominance. You want to select a small amount of directories and search engines to have a keyword option and paid listing. This benefit to your organization is your domain url in multiple locations pointing back to your website and again increasing your ranking within the search engines. </li></ul></ul>
The Toolbox….. <ul><li>Go2web20 includes over 3,000 services and more are uploaded everyday. They also make sure to disable services that are no longer working and by doing this they ensure a more useful and enjoyable experience when performing a search. They believe that this is a natural behavior and logical progress - not all the services that you see on this website will live forever, but they'll serve you for as long as they live. </li></ul><ul><li>So what's new? </li></ul><ul><li>A search engine that searches all the content at the site. </li></ul><ul><li>Auto-complete for services and tags. </li></ul><ul><li>Search by multiple tags. </li></ul><ul><li>Hide-Show for the tagBar for a wider or narrower view. </li></ul><ul><li>Ability to choose between a gallery or a list view. </li></ul><ul><li>Very sophisticated navigation. </li></ul><ul><li>Website: http://www.go2web20.net </li></ul>