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Emergence of Web 2.0,
Social Media Strategies

What Web 2.0 Isn’t
• Web 2.0 is not an upgrade to the Web
• Web 2.0 is not a specific Web Site or Web Sites
• Web 2.0 is not isolated
• Web 2.0 is not static
• Web 2.0 is not a tangible product
Friday, 18 March 2016 2

So What is Web 2.0?
• Web 2.0 describes World Wide Web sites that emphasize user-
generated content, usability, and interoperability.
• The term was popularized by Tim O'Reilly and Dale Dougherty at the
O'Reilly Media Web 2.0 Conference in late 2004, though it was coined
by Darcy DiNucci in 1999
• Although Web 2.0 suggests a new version of the World Wide Web, it
does not refer to an update to any technical specification, but rather to
cumulative changes in the way Web pages are made and used.

Differences between new media and traditional media
Interactivity
Intelligence
Individualization
Integration
Industry restructuring
Independence of location

What Has the Internet Done?
• The emergence of Web 2.0 has…
– Extended our social networks beyond our close knit groupings
– Made potential our social networks world-wide
– Given us the opportunity to network with people we never could have before

What is Web 2.0?
• It is Second generation of services available on the Web that lets
people collaborate and share information online
• O'Reilly Media and MediaLive International popularized the term
• Google is now seen as the torch bearer of the term by the media
• From a technology perspective Web 2.0 uses AJAX, Mashups and RSS
predominantly

Web 2.0: Evolution Towards a Read/Write Platform

Web 2.0 Best Of One:(Really Simple Syndication):

What is AJAX?
• Ajax is not a technology in itself
• Shorthand for Asynchronous JavaScript and XML
• The term was first used by Adaptive Path only in Feb 2005
• Removes the need to reload entire web page each time the user
makes a change. Increase the web page's interactivity, speed, and
usability.
• XML is used as the format for transferring data between the server and
client. XML files may be created dynamically by some form of server-
side scripting
• The Ajax technique uses a combination of: XHTML and CSS,
JavaScript, XMLHttpRequest /IFrame object

Blogging
• Commercial (so called) Blog sites
– Netscape.com (new) owned by Weblogs, Inc.
– Engadget.com owned by Weblogs, Inc.
– Myspace.com

Weblogs, Inc :
• The company is owned by AOL and has more than 90 commercial
blogs meaning blog sites.
• Weblogs generated US$1 Million in revenue out of Google Adsense
alone in 2005.
• AOL bought Weblogs, Inc in Oct 2005 for US$25 Million.
• The CEO of Weblogs recently announced US$1000 per month for
bloggers who submit more than 150 Stories/Items per month in any
Social Bookmarking site.

Social Networking Sites
• Myspace.com
– Fourth most popular English Website
– 95 million members, with 500,000 new members each week
– Bought by News Corp (Rupert Murdoch) for US$580 Million in June 2005
• Orkut.com
– A Google Initiative
• LinkedIn.com
• Facebook

Software as a Service
• Software as a Service (Saas) is a model of software delivery where the
software company provides development, hosting, maintenance, daily
technical operation, and support
• SaaS can be for any market segment including home consumers, small
business, medium and large business

Windows Live
• Windows Live is Microsoft’s version of Web 2.0 services offerings.
• These will include Live Mail, Live Messenger, Live Favourites, Live
Office Domains and more.
• Watch out Microsoft for more to come from them…

Wikis
• Collaborative page.
• Anyone can add or edit content.
• Wikipedia - friend or foe?
• Wikispaces

Social Bookmarking
• Save web addresses of useful content.
• Share and search bookmarks.
• Generate specific resource lists.

Online Photo Galleries
• Publish photos online.
• Comment, and share ideas.
• Create photo stories and presentations.

Audio/video-casting
• Produce audio and video recordings.
• Publish them easily to the web.
• Creates a world-wide audience.

Social Media
Strategies

What is this Social Media thing all about?
• Traditional marketing
• Nor classic advertising
• Neither just a Facebook profile
It’s not…
• An integration of messages with
technologies, images, video, audio…
• Conversations that are joined by more
and more people every day
It is

Creating a Social Media Policy
Stay on brand
Stick to basic standards
Target audience
Numerous platforms
What is the purpose?

The Social Web is About Life Experiences
• Brands are using applications to engage their audience
• They are using applications to entertain
• They are not banner ads
• They are not groups
• They are the new Ad Unit
• They are used to connect and drive interest
• Social Media is now a major component of the Digital Buy

Key objectives and strategy
Increase website traffic and
keep customers returning
Drive sales and encourage social
recommendations
Raise awareness around your
SMB’s website and products
How?
Bringing your SMB closer to
customers
Giving them the chance to
discover, engage and share
content around your SMB
Rewarding customer loyalty with
promotions
Keeping customers engaged
with content and linking to your
website

Content strategy
• Before entering social media, it’s important to define what the voice of
your Small Business will be and what content and messaging we want
to relay to the audience. All this can be simplified in 3 key themes or
content pillars (these are just an example)
Creativity Inspiration High quality
The capacity of creating
something new and
valuable or an unique
idea. As artists or art
lovers, most of the
community will require
this sentiment coming
from artworkme
Related to the previous
content, your
community will look
forward to some
inspiration, a sudden
creative burst that
could let them show up
their artistic genius
Both, Creativity and
Inspiration will be
improved with a high
quality feel to be
spread through the
campaign. artworkme
is high quality itself

Some actions to undertake…
• …to start with
• Go and meet users on the Internet
– Answer comments left by users on multiple blogs. Read what they say about your
brand.
• Set up collaborative tools
– Make sure you offer tools to your customers to share with you about your products
(blogs, forums, online surveys).
• Connect with your customers
– Be present on online social networks and create a profile for your brand.
• Replay offline campaigns on the Internet
– Post your last TV campaigns on YouTube, announce your coming event on Twitter, post
feeds on Facebook, Blog about your brand...

Some actions to undertake…
• …to start with
• Engage users in product testing
– Create restricted communities who will be able to test the product and help in its
development. Create user communities.
• Engage users to buzz
– Share and present your products to bloggers in order to engage a viral wave.
• Trigger the conversation
– Engage the conversation on your blog and over chat rooms. Post on other blogs.
• Develop an honest and viral state of mind
– Be open, do not be afraid, be honest and share as much as you can.

Some behaviours…
• …to embrace !
• Embrace transparency
– Do not post with fake names.
• Do not delete critical comments
– Do not be afraid and respond to them.
• Build trust
– By showing you are truly listening.

Combine the tools
• Use multiple tools and spread your presence !
• Leverage the effect by using multiple tools
• One media or one profile is not enough to see the effects
• It is the combination of multiple tools that will make you successfull

Be patient
• The effect will be there !
• You will only see small changes at the beginning
• The strategy is powerful when users will see your engagement
• One page on Facebook is not going to create miracles but the
combination of multiple tools might
• Never release your presence because communities need to be
animated

Facebook

My Space

Twitter

YouTube

Slideshare

Blogs

Follow conversations…
• …and reply !
• Read all conversations that are done about your brand
• Participate to these conversations by replying and commenting
• Respond quickly for a stronger effect
• Share quality content

Social Media Campaigns should be Targeted
• Age, Political Views,
• Gender,
• Relationship Status,
• Activities
• Location

Choose Your Creative
• Social Media Ads can contain Images
• Social Media Ads can contain Videos
• Social Media Ads can contain only Text

Why then Social Media is this hard?
Too many channels
More and more people
joining
Thousands of
conversations
Very little
time

Measuring progress
Website
Visitors: how
many + where
are they coming
from
How often they
visit your
website
What browsers
they use
Mobile
reporting
Engagement Tracking brand
sentiment
Follower + fans
growth
Tracking comments,
mentions and “people
talking about it”
R.O.I. Tracking social media ROI
via Google Analytics
Tacking traffic coming from every activity
of your social media campaign
Tracking the
potential future
customers

Bear in mind
Social Media is not unidirectional. It’s not advertising
Social Media works, but it’s not for free. Your SMB will have to be ready for the
time of your CM, social ads, promotions, vouchers or contest prizes
Social Media must be coherent with website and brand. Coordination between
your SMB and your online marketing consultant
Social Media is a matter of TIME. Time to keep everything updated and time to
wait for results

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