The document discusses how marketing is evolving with new social media and virtual world technologies. It covers the shift from Web 1.0 to Web 2.0 and how users are now able to generate and share content. An example is given of how GM could run a Web 2.0 advertising campaign for the Chevy Tahoe using user-generated content and tools. Virtual worlds like Second Life are also discussed as places where economic and social activity is growing, with some brands having presences there. The talk concludes that marketing is moving from generic broadcasts to personalized, interactive experiences where brands co-create content with users.

1. Marketing meets Social Media and Virtual WorldsTony O’DriscollFuqua School of Business

2. The Era of the Digital Native

3. Webvolution3Di Web 2.0Web 1.0AccessFindShareParticipateCo-CreateCollaborateValuePropositionPosterChildren

4. Web 1.0: Yahoo versus GoogleBanner AdsSearch Based Ads

5. Web 2.0

6. Michael Wesch’s Story

7. User Generated Alternatives

8. Practical Application ExerciseYour Task: Build a Web 2.0 Advertizing Campaign for GM’s Chevy TahoeThink about the User Generated approach discussed by Wesch

9. Outline the key Web 2.0 Tools and Incentives You Would Use(5 Minutes)

10. Here’s What Happened !

11. Ford Learns from GM

12. Web 2.0 + Wireless = PersoLocoLization

13. Here Comes the Immersive Internet!

14. 3Di: Defining Virtual WorldsSecond Life is some unholy offspring of the movie The Matrix, the social networking site MySpace and the online marketplace eBay Business WeekSources: Business Week April 2006, The Economist. Living a Second Life, Sept. 28, 2006

15. Virtual World EconomicsClearly of social activity migrates to synthetic worlds, economic activity will go there as well. The volume of annual trade in synthetic worlds already exceeds $2B Castranova

16. Brands in Second Life

17. GM Trumps Toyota in SLScion IslandMotorati IslandControlCuration

18. MTV: Couch Potatoes to Mouse PotatoesPassive MediaImmersive Media

19. Marketing in the Digital AgeFrom GENERIC to SPECIFIC