This presentation discusses marketing on the web and social media. It explains that the web is now social, with over 70% of content created by individuals by 2010. It emphasizes that marketing must focus on being useful, live, and part of networks to be successful online. The presentation provides advice on understanding how people use social media and creating websites that are findable, flexible, portable, and extensible.

1. MARKETING ON THE WEB
Own‐It Brand Building Seminar
12.05.09

2. Success
online?
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3. Not
being a
robot
Image: (cc) Steve Keys

4. It’s all about useful
It’s all about networks
It’s all about human
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5. HOW THE WEB WORKS
Search Social
Technical Human
Find Filter
Stories
Numbers
Qualitative
Quantitative
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6. Search volumes on
inauguraMon day
6

7. Meanwhile, on Facebook...
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8. Meanwhile, on Facebook...
8,500
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9. GOOGLE REPUTATION MANAGEMENT
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10. THE WEB IS SOCIAL
>70% of content will be created by
individuals by 2010
Majority of IP traffic is personal, not
corporaHons, organizaHons
13 hours of YouTube video uploaded
every second
Trends suggest social media usage will
conHnue to grow
Mainstream media copying its formats
and adapHng to its success
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11. A LONG REVOLUTION
23

12. CHANNELS TO NETWORKS
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13. IT IS ALL ABOUT THE
NETWORKS...
12
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14. MARKETING CHALLENGES
/ Channels to networks
/ Stability to complexity
/ Speed
/ Scale
/ Geography
/ Longevity
/ InteracHon
/ Complex user behaviours
/ New models and frameworks
required
9

15. ATTENTION MARKETS
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28

16. LEARNING FROM NETWORK WINNERS DOGSTER
15

17. Understand your networks
1.
Be useful to your networks
2.
Be live in your networks
3.
Image: Jared 16

18. SOCIAL WEB LITERACY
The real print revoluMon came
when everybody learned to read
17
Image: markhillary (cc)

19. Stories /
Numbers
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21. ADVICE ON WEBSITES
/ FINDABLE / FLEXIBLE
/ PORTABLE / EXTENSIBLE
/ SHAREABLE
Image: Aaron Escobarâ„¢

22. / BLOGS ARE CHEAP AND VERY,
VERY GOOD...
We measure everything we do
Our unique combinaHon of talent and proprietary technology is
devoted to improving our clients’ businesses

23. Viral links

24. Viral links
75%

25. MORE TH>N LIVING
PRINCIPLES, PROCESSES &
PLATFORMS...

26. AMNESTY PROTECT THE HUMAN
Understanding, being useful and being live played out...
http://blog.protectthehuman.com/1in10-a-case-study-in-social-media-campaigning/

27. NEW BUSINESS MODELS

28. Images (CC) Leo Reynolds #s 1, 3 & 4; TooFarNorth 2.

29. icrossing.co.uk/ebooks
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30. CREATIVE COMMONS SET US FREE
icrossing.co.uk/ebooks
28
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31. THANK YOU
Tel: +44 1273 827 721
Email: antony.mayfield@icrossing.co.uk
Site: www.iCrossing.co.uk
Blog: hep://connect.icrossing.co.uk / hep://www.antonymayfield.com
Twi_er: @icrossing_uk / @amayfield
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32. For full terms of use for this presentation visit:
http://creativecommons.org/licenses/by/3.0/legalcode