This document discusses the evolution of the internet from Web 1.0 to Web 2.0 and the rise of social media and user-generated content. It defines key concepts of Web 2.0 like wikis, blogs and social networks. It also covers the growth of major social platforms like Facebook and YouTube and how brands can leverage these new media. Finally, it discusses best practices for online community building and social media marketing.

1. 1

2. A new trend?
2

3. A new trend? Online > .com
3

4. Web 1.0 vs. Web 2.0
Static (web) Dynamic (blog)
Dark (html) Transparent (wiki)
Individual (PC) Social (network))
• Estática (web)
• Oscura (html)
• Individual (PC)
4

5. Some changes on the Internet
•Fast connections: xDSL, UMTS
•New technologies: Ajax, HTML5, API...
•New standards: XML, Soap, OpenSocial...
•New services: wikis, blogs, networks...
•Open source: cheap and available
•More women: more e-commerce + more social
•Geolocation + mobility: iPhone, Android,
Blackberry
5

6. Some concepts from O’Reilly
•The Web as a platform
•Collective intelligence
•Data bases as barriers to competition
•The end of phased development (permanent
beta)
•Agile software development
•Software as a platform (SaaS) + cloud computing
6

7. Getting value out of data
7

8. The Cluetrain Manifesto
(1999)
•Markets are
conversations
• Hyperlinks subvert
hierarchy
• Organizations are
networks
8

9. The Cluetrain Manifesto and WikiLeaks
•#7: Hyperlinks subvert
hierarchy
• #12: There are no
secrets
• #41: Companies make
a religion of security, but
this is largely a red herring
9

10. Transparency
http://www.wired.com/wired/archive/15.04/wired40_ceo.html
10

11. You as a media
•You create content
•You socialize
•You choose/vote
•You recommend
•You filter
•You share
11

12. A platform where you give and receive
12

13. What’s happening
13

14. Social networks surpassing search engines?
14

15. Social professional networks bigger than
business newspapers
15

16. Some Web 2.0 terms
•Services: blog (blogging), nanoblog (twitter),
wiki, social filtering, content sharing, social
network, mashup
• User Generated Content (UGC)
• Crowdsourcing
• Widget
• Gadget
• Folksonomy
• Semantics
• Permanent beta
• Serendipity and relevance
• Prosumer
16

17. Web 2.0 terms > Social filtering
17

18. Web 2.0 terms > Mashup
18

19. Web 2.0 terms > Crowdsourcing
19

20. Web 2.0 terms > Crowdsourcing
20

21. Web 2.0 terms > Crowdsourcing
21

22. Web 2.0 terms > Widget
22

23. Web 2.0 terms > Folksonomy
23

24. Web 2.0 terms > Semantics
24

25. Web 2.0 terms > Serendipity
25

26. Social media landscape: 2009
26

27. Social media landscape: 2011
27

28. Social media landscape: 2011
•Publish: blogs, microblogs and wikis
•Share: videos, photos, links & docs
•Discuss: comments & social search
•Commerce: reviews & purchase sharing
•Location: local social networks & events sharing
•Network: professional & personal social
networks
•Games: social waming & virtual worlds
28

29. Social media landscape: 2011
29

30. Social networks > Types
30

31. Social networks > Types
31

32. Location based social networks
32

33. Social networks > Where are they used
1.Russia: 6.6 hours
2.Brazil: 6.3
3.Canada: 5.6
4.Spain: 5.3
5.Finland: 4.7
6.UK: 4.6
7.Germany: 4.5
8.USA: 4.2
9.Colombia: 4.1
10.Worldwide: 3.7
• Source: ComScore 2009
33

34. Social networks > MySpace vs. Facebook
34

35. Social graph
35

36. Social graph > Social sign on vs. Login
•“Users don’t have to register to your website in
order to verify their identity”
•2/3 of 100 main US sites have integrated
Facebook Connect. Also MS for MS Office Live
•oAuth (Twitter) is the second player
•OpenID (distributed and open) is not working
•Google has limited itself to email in the
business area, in which Salesforce is also a
growing player
• In mobile platforms, owning the operating
system is strategic for Google (and Apple & MS)
• Companies have to decide whether to integrate
on FB or use FB Connect on their sites
36

37. Social graph > Platforms
37

38. New ways and new business models
•Advertising
•Journalism
•Banking
•Education
•Manage companies
•Medicine
•Politics
•Customer Service
•Social commerce
38

39. Advertising 2.0
39

40. Advertising 2.0
40

41. Media 2.0
41

42. Banking 2.0
42

43. Education 2.0
43

44. Enterprise 2.0
44

45. Enterprise 2.0 > Decoding social
45

46. Enterprise 2.0
46

47. Innovation 2.0
47

48. Health 2.0
48

49. Politics 2.0
49

50. Politics 2.0
50

51. Social CRM
51

52. Social commerce
52

53. Social commerce > Recommendations
53

54. Social commerce > Online communities
54

55. Social commerce > Group buying
55

56. Social commerce > Social styling platforms
56

57. Social commerce > Social co-shopping
57

58. Social commerce > Social co-shopping
58

59. New rules for a new era
59

60. Long tail
60

61. Network effect
61

62. Dunbar number
62

63. Law of six degrees of separation
63

64. Law of 3 degrees of influence
64

65. Zuckerberg’s law
65

66. Nielsen’s law (1/9)
66

67. Nielsen’s law (1/9)
•10% of Twitter users create 90% of content
•10% of Facebook users create 30% of content
•15% of Wikipedia editors do edit 90% entries
•5% of Internet users do blog
•On Youtube the creator to consumer ratio is
0.5%
•Also the 1% rule by Charles Author (
http://www.guardian.co.uk/technology/2006/jul/20/guardianweeklytechnolog
)
67

68. Power law of participation
68

69. Jeff Bezos’ law of e-reputation
(1 to 6 vs. 1 to 6,000)
69

70. Law of scarcity
70

71. Freemium
71

72. Transparency works
72

73. The Attention Economy
73

74. Principles to take into account
74

75. Design to matter in a world of infinite supply
75

76. Be the best at one thing
76

77. People want uniqueness
77

78. Focus on one interaction
78

79. Simplicity
79

80. Fast
80

81. Develop relationships - Imitation effect
81

82. Product as a service
82

83. Community creation - Methodology
1.Fix goals (for members and owners) and
differentiation
2.Set mission (backstory), vision, name, logo,
taxonomy, relationships built as a result
3.Decide who can become member: nicks/real ?
4.Set behavioral rules: FAQ, privacy, terms of use
5.Tools: free (FB, Linkedin) + paid (ning, elgg)
6.Animation - Attract members: events, contests,
board, education, viral (FB, Twitter), cooptation
7.Animation - Management: games, reputation
system, prizes for first users, share
blog/newsletter, internal democracy, exclusivity
8. Rituals: presentation, birthdays, remember mail
83

84. Community creation - Methodology
84

85. Community creation - Methodology
85

86. Community management
11
86

87. Community management - Etiquette (1)
•Friending: you are not obligated to follow/friend
anyone
•Appearance: avatar picture shouldn't be a
company logo and it should be you
•Retweeting people’s praise of you comes off as
jerky. Just thank them
•If you retweet something interesting, always give
credit for who found it first
•Promote others more often than you promote
yourself. My long-standing measure is 12:1
87

88. Community management - Etiquette (2)
•Links do matter to Google and to the people you
care about. When you can, give them a link
•Disclosure: if you’re writing about a client, add
(client) to the tweet/post/update
•You can tweet as often as you want, but people
unfollow “noisy” tweeters
•Sharing is caring: the web thrives on links and
social sharing. The more you do to participate, the
more people will create material for free for you to
enjoy
88

89. Community management - Animation
•From 4 P’s (Product, Price, Promotion, Place) to 4
E’s (Engage, Experience, Enhance Emotion) and 4
C’s (Content, Connectivity, Commerce,
Community) -> Games create community
• Word of mouth -> Twitter
• Blog or exclusive newsletter + interview members
• Dynamic stream on home page
• Emails when users have not come lately
• Manage conversations: Encourage + Moderate
• Moderators + Subgroups -> Give power to leaders
• Analytics: comments, contributions...
89

90. Community management - Motivations to
participate
•Return favor: reciprocity
•Friendship / Fans -> How to turn fans into brand
advocates
•Self steem and public recognition -> Reputation ->
Games
•Influence (Wikipedia)
•Money
•Learn
http://buildingreputation.com/writings/2009/10/motivations_and_incentives.htmlhtml
90

91. Community management - Reputation systems
(Gaming systems)
•Altruistic participations don’t need them
•Non-altruistic participations get compensation
•Connectors (influencers) and mavens (info
collectors) are very useful
•Reputation system should reward active users and
penalize non-actives
•Trolls should be avoided
•Democratic reputation systems are very
interesting
•First members should be honored
•Stakeholders should be redirected to a blog
91

92. Community management - Types of users
92

93. Community management - Types of users
93

94. Community management - Membership cycle
94

95. Community management - Types of ties
95

96. Community management - Online engagement
•Less talk about your products and more about
lifestyle. Ex. Burberry’s FB page promotes
emerging music artists.
• Promote product related material. Stimulates
purchases but also criticism. Ex. BMW & Gucci.
• Use social media to promote real world events. Ex.
Smirnoff with ideal night out ideas’ contest which
later becomes a real party.
• Competitions and giveaways.
• Exclusive offers for Facebook fans. Ex. Panasonic
96

97. Community management - Success keys
•Choose a niche
•Be relevant in that niche
•Keep it simple
•Get a full bar
•Encourage people to post about their passions
•Make it a fun place
•Make each member feel special
•Keep in touch with members
•Reward members
Source: http://www.communityspark.com/10-reasons-why-people-arent-contributing-to-your-online-community
97

98. Community management - Social Media
Optimization (SMO)
•Make sharing easy: Twitter, FB (Likes) buttons
•Create shareable content: Blogging and status
updates on Facebook and Twitter profiles
•Comment on other blogs
•Reward engagement and get new friends/fans and
followers
•Encourage the mashup: RSS, API
•Get on people’s Facebook walls by using the
Facebook Edgerank as well as possible (get many
fans and likes)
• Don’t forget classic PR on events !!!
98

99. Community management - SMO on Facebook
pages
•Provide fans with offers and discounts
•Don’t just focus on managing the negative
•Fans are better at responding than brands so
empower them
•Fans prefer images over video
•Post a question with every post
99

100. Community management - Top reasons to
follow a brand on Facebook
•To find offers and discounts (42%)
•Love of the product (33%)
•To get latest news about the brand (24%)
•To give them ideas on how to improve the product
(12%)
•To get better customer service (12%)
•To complain (6%)
100

101. Community management - Social Media
Optimization (SMO)
101

102. Community management - Measurement tools
•Klout, Infinigraph: influencer identification tools
•Radian6 (bought by Salesforce)
•ScoutLabs
•Cymfony
•Nielsen Buzzmetrics
•Traackr
•Free ones: Visible Technologies
(www.trureputationscore.com), Backtype, Trackur,
Grader.com
102

103. Facebook > Some data
•More than 500 million users
•50% of them connect every day
•¼ of them access thru mobile (more on twitter)
and they are twice more active
•Average user has 130 friends
•Average user stays 5 hours
•70% users are outside the US
» Source: http://www.facebook.com/press/info.php?statistics
103

104. Facebook > Top countries
•USA: 126 M
•UK: 27
•Indonesia: 25
•Turkey: 23
•France: 19
•Italy: 16
•Canada: 16
•Philippines: 14
•Mexico: 12
•Spain: 10,4
» June, 2010, Checkfacebook.com
104

105. Facebook > Some myths
•Used mostly by US kids? But 2/3 older than 26
•Will it replace e-mail?
•Keeps changing privacy to sell ads?
•Users are in arms over privacy?
•Zuckerberg was a bad kid and stole the idea
from other kids?
•Facebook is temporal, as Friendster or
MySpace?
•Does Facebook kill the Web?
105

106. Facebook > Profile, Page, Group, Place
•User Generated content
•Personal profile vs Business page
•Page vs. Group
•Places
•Proximity generates confidence
•Confidence & influence & visibility
•The power of virality/word of mouth
•Media brand
•Tips on turning fans into brand advocates
•Tips on updating a page regularly
106

107. Facebook > Some things
• Facebook vs. Google: People vs. Contents
• Facebook Ads vs. Google AdWords
• Tracking success: Page insights
107

108. Facebook Places > presents + discounts
108

109. Facebook / VKontakte - Apps
109

110. Online videos
•Different than offline: shorter, interactive
•Platforms: Youtube, Vimeo, Facebook, Kewego
•Streaming platforms: Livestream, UStream
(Watershed)
•Tools: dotSub (subtitles), flowplayer &
PhpMotion (free video player), Windows Media
Maker (alternativas: VirtualDub, Adobe
Premiere, Pinnacle Studio, Sony Vegas), Audacity
(para editar audio), Windows Media Encoder
(streaming)
• Formats: AVI, MOV (Quicktime), MPEG, SWF
(Flash), FLV (Flash), Real Media, WMV (Windows)
110

111. Youtube
•The Youtube Generation (Gen Y): attention just
for 3 min.
•Introduction to the YouTube community
•Using YouTube channels, playlists, V-logs, and
favorite videos for business
•Step by step guide to creating and customizing
a YouTube channel
•Tips on building engagement and community
around your brand
•Advertising on YouTube
111

112. Blogs > Advantages
•Google loves blogs
•Cheap
•Simple
•RSS for aggregation
•Credible, near and modern
•Easy feedback
•Buzz -> Viral marketing thru blogosphere
(meme)
•Develops communities
•Difference with forums
112

113. Blogs > Parts
•Head: title and subject
•Colums: browsing guide, about (+FAQ),
archives, categories, links, search, RSS, last
comments
• Post: title, lead, text, permalink, trackbacks,
pings
• RSS
113

114. Blogs > Parts
114

115. Blogs > Types
•Personal: geeks, passions, entrepreneurs
•Corporate: corporate, consultant, brand
•Media: Weblogs SL, Escolar.net
115

116. Blogs > Tips
•Get as many links as possible (and link yourself)
•Write for geeks
•Use social sharing sites: Digg, Twitter
•Comment on other blogs
•Write about sex, science, weird things, current
events...
•Create a classification of 10 things
•Review your analytics
•Platforms: Blogger, WordPress
•Comments: free/moderated
•Use copyleft licenses
116

117. Blogs > Editorial policy
•One blog/post, one subject
•Personal stuff matters
•Frequency: 1/2 times per week minimum
•Answer comments: develop community
•Title is so important
•Short texts: people do scan
•Paragraph every two sentences
•Lists instead of long explanations
•Transparency: also when erasing
•Ask for advice to readers
•Communicate passion
117

118. Blogs > Netiquette
•There is a human being on the other side
•Be careful when joking
•Be short
•Use descriptive titles
•Think on whomever is reading you
•Read all comments before answering
•Be careful with copyrights
•Quote
•Don’t criticize for ortography
•Don’t insult, threaten
118

119. Linkedin > Some data
•Over 80 million users
•Profitable since 2006. Future IPO
•Competitors: Xing (D), Viadeo (F)
•Each user has an average of 60 connections
•Average age of users is 39
•San Francisco-based executive headhunter Ron
Bates has the most LinkedIn connections with
33,540 direct contacts
• Average user of LinkedIn probably belongs to at
least 3 to 4 groups
119

120. Linkedin > Features
•Profiles (personal and corporate): Visibility
•Job search and executive head hunting
•Commercial contacts: who knows whom
•Follow a company (new recruits)
•Ask for advice: Linkedin Answers
•Professional groups: Forum, news, jobs,
members
•Polls
•Apps platform: Tripit, Twitter, Slideshare...
•Company products and services
•Premium services: InMail messages, CRM
120

121. Twitter
121

122. Twitter > Some data
•At the beginning it was just a platform to send
massive SMS messages
•150 million users
•300,000 new users every day
•50 million tweets every day
•75% traffic comes from outside twitter.com (3
billion daily requests thru API)
•More than 300,000 oAuth apps
•37% active use mobile phone (mainly SMS and
iPhone)
122

123. Twitter > Use cases
123

124. Twitter > Use cases
124

125. Twitter > Use cases
125

126. Twitter > Use cases
126

127. Twitter > Use cases
127

128. FourSquare
128

129. FourSquare > mayors
129

130. FourSquare > medals
130

131. Grand Guest > presents + discounts
131

132. Best Buy & Virgin > location-based offers
132

133. Marketing options for check-ins
•Virally market by giving out deals in exchange
for single check-in (tell a friend)
•Loyalty program in which customers are
rewarded with deals in exchange for multiple
chek-ins
• Timed check-in deals during hours in which few
people go shopping
• Deals if a group does
check-in (swarm)
133

134. Marketing options for check-ins
•Domino’s rewards
checkins on shops with
free pizza
• Starbucks, McDonald’s &
Pepsi give discounts to
mayors
• Pepsi sponsors page of
main FourSquare users
in NYC
134

135. Marketing options for check-ins
•Jimmy Chao’s Pirate
Treasure Hunting game
in London’s streets thru
Facebook, FourSquare
and Twitter
• A guide of restaurants
interviews FQ mayors
• Planet Hollywood Las
Vegas announces names
of mayors on screen
135

136. Marketing 2.0 strategy
•Fix goals
•Listening: online reputation and reactions
•Buzz marketing
•Activate: PR 2.0 with influentials and power
users
•Support: community with fans, Facebook,
Twitter (Conversational marketing and Brand
media)
• Measure
136

137. Dell case
•Professor Jeff Jarvis complains in his blog as his
computer crashes and customer service does
not do a good job.
• The company reacts
137

138. Dell case > Social media evolution
(source: http://slideshare.net/Dell_Inc/blogwellcincinnati-
april-7-3678335)
138

139. Dell case > Consumer Generated Contest
139

140. Dell case > SMB’s community on Facebook
140

141. Dell case > Community for digital nomads
141

142. Dell case > Community for customers’ ideas
(later also for employees)
142

143. Dell case > Outlet on Twitter
143

144. Dell case > Support Community
144

145. 145

146. Some things never change
146