Presentation delivered to delegates of the CPA Australia Branding conference in Sydney, 22 May 2008. Presentation notes available for download at http://zum.io/2008/05/22/cpa-branding-presentation/

1. Capitalising on the
convergence of Web 2.0
Engagement strategies for social media

2. 1 is Web 2.0?
What

3. RSS
Really Simple Syndication

4. RSS
Web applications

5. RSS
Web applications
Developer tools
Web services, AJAX, agile programming

9. 1 is Web 2.0...
What
really?

10. Conversation

12. “You've made it clear. You'd rather see
Digg go down fighting than bow down
to a bigger company”
Digg founder, Kevin Rose

13. Social media
building blocks
presence
sharing relationships
identity
conversations trust
groups

15. Social media
building blocks
p
s r
= c
id
t
g

16. p
s r
id
c t
g

17. p
s r
id
c t
g

18. p
s r
id
c t
g

19. p
s r
id
c t
g

20. p
s r
id
c t
g

21. p
s r
id
c t
g

22. p
s r
id
c t
g

23. p
s r
id
c t
g

26. p
s r
id
c t
g

28. “
One of the most neglected aspects of the
blogosphere, in my opinion, is that precisely
because it’s (mostly) composed of people who
aren’t professional journalists, it’s composed of
people who are professional doers of something
else and know a great deal about what it is they
‘really’ do. Consequently, the overall network of
blogs contains a great deal of embedded
”
knowledge.

29. p
s r
id
c t
g

31. 3Business benefits

32. Internet in%Australia
of Australian population
110.0
82.5
55.0
27.5
0
Mobile Internet Broadband 3G Mobile

33. Social media &
networking is BIG...
and growing...

34. Listen to the
market

35. Follow the
conversation...

36. The power of
“someone like me”

37. Control Message
Conversation
In uence

39. ?

40. You Rock!

41. Build your fan base by
helping them...

44. You Suck!

46. 4Marketing 2.0

47. The “because” effect:
What happens when you make
more money because of, rather
than with something.
Doc Searls

50. Popularity Head Long tail
Products

52. MySpace
Facebook
Flickr

53. How much effort?
• Time
• $$
• Technical capacity

54. ROI mapping
More effective
Less effective
Less effort More effort

58. Questions & discussion
This presentation and associated notes are available at:
http://zum.io/2008/05/22/cpa-branding-presentation

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