Web 2.0 & Social Media

Social Media & Web 2.0
Dasun Hegoda
Software Engineer

What we are going to talk
● What's Web
● How Web Work
● Why Web
● What's Web 2.0
● Web VS Web 2.0
● Web 3.0
● Social Media & Web 2.0
● Why Social Media
● Classification of Social Media

What we are going to talk
● Mobile Social Media
● Mobile Social Media Types
● Social Media & Business Potential
● Social Media Criticisms
● Creating A Social Media Strategy
● The 5 W s of Social Content Distribution‟
● Setting Up Platforms
● Dos & Don'ts of Social Media

What's Web
● The World Wide Web or WWW, commonly known as
the web is a system of interlinked hypertext documents
accessed via the Internet.
● With a web browser, one can view web pages that may
contain text, images, videos, and other multimedia and
navigate between them via hyperlinks.
● HyperText Markup Language is the main markup
language for creating web pages and other information
that can be displayed in a web browser.

What's Web
● The Internet is the large container, and the Web is a
part within the container.
● It is common in daily conversation to abbreviate them
as the "Net" and the "Web", and then swap the words
interchangeably.
● But to be technically precise, the Net is the restaurant,
and the Web is the most popular dish on the menu.
● Tim Berners-Lee is a British computer scientist, best
known as the inventor of the World Wide Web.

Web Server
● The term web server can refer to either the hardware
(the computer) or the software (the computer
application) that helps to deliver web content that can
be accessed through the Internet.
● The primary function of a web server is to deliver web
pages to clients.
● The communication between client and server takes
place using the Hypertext Transfer Protocol (HTTP).
Pages delivered are most frequently HTML documents

Web Browser
● A web browser (commonly referred to as a browser) is a
software application for retrieving, presenting and
traversing information resources on the World Wide
Web.
● An information resource is identified by a Uniform
Resource Identifier (URI/URL).
● Hyperlinks present in resources enable users easily to
navigate their browsers to related resources.
● The major web browsers are Google Chrome, Mozilla
Firefox, Internet Explorer, Opera, and Safari.

IP address & DNS
● An Internet Protocol address (IP address) is a
numerical label assigned to each device participating in
a computer network that uses the Internet Protocol for
communication.
● The Domain Name System (DNS) is a hierarchical
distributed naming system for computers, services, or
any resource connected to the Internet or a private
network

Why Web
● Online Business Face and Identity
● Global Business Reach
● Competitive Advantage
● Works 24/7
● Cheapest Office Space
● Competitive Advantage
● New Advertising Opportunities
● Improved User Experience

Web 2.0
● Web 2.0 describes World Wide Web sites that use
technology beyond the static pages of earlier Web sites.
● 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.
● A Web 2.0 site may allow users to interact and
collaborate with each other in a social media dialogue
as creators of user-generated content in a virtual
community, in contrast to Web sites where people are
limited to the passive viewing of content.

Web 2.0
● Examples of Web 2.0 include social networking sites,
blogs, wikis, folksonomies, video sharing sites, hosted
services, Web applications.
● Web 2.0 sites allow users to do more than just retrieve
information. Instead of merely 'reading', a user is invited
to 'write' as well, or contribute to the content available to
everyone in a user friendly way.

Web 2.0 Characteristics
● Rich user experience
● User participation
● Dynamic content
● Metadata(data about data)
● Web standards
● Scalability
● Openness, freedom
● Collective intelligence by way of user participation

Web 2.0 Usage
● Podcasting
● Blogging
● Tagging
● Curating with RSS
● Social bookmarking
● Social networking
● Web content voting

Web 2.0 Technologies
● The client-side (Web browser) technologies used in
Web 2.0 development include Ajax and JavaScript
frameworks such as YUI Library, Dojo Toolkit,
MooTools, jQuery, Ext JS and Prototype JavaScript
Framework.
● Ajax programming uses JavaScript to upload and
download new data from the Web server without
undergoing a full page reload.

Web 2.0 Technologies
● To allow users to continue to interact with the page,
communications such as data requests going to the
server are separated from data coming back to the
page (asynchronously)
● On the server-side, Web 2.0 uses many of the same
technologies as Web 1.0. Languages such as PHP,
Ruby, Perl, Python, as well as Enterprise Java (J2EE)
and Microsoft.NET Framework, are used by developers
to output data dynamically using information from files
and databases.

Web 3.0
● Definitions of Web 3.0 vary greatly.
● Some believe its most important features are the
Semantic Web and personalization.
● Web 3.0 is where "the computer is generating new
information", rather than humans.
● The Semantic Web aims at converting the current web,
dominated by unstructured and semi-structured
documents into a "web of data".
● The Semantic Web stack builds on the W3C's Resource
Description Framework (RDF).

Social Media
● Social media has been around since humans began to
talk. One of the first signs of human social media was
cave wall paintings. Some of the earliest forms of social
media were not digital.
● Social media refers to interaction among people in
which they create, share, and/or exchange information
and ideas in virtual communities and networks.
● A group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0,
and that allow the creation and exchange of user-
generated content.

Social Media
● Social media depend on mobile and web-based
technologies to create highly interactive platforms
through which individuals and communities share, co-
create, discuss, and modify user-generated content.
● Social media have gone beyond simply social sharing
to building reputation and bringing in career
opportunities and monetary income
● Facebook, Twitter, LinkedIn, Youtube, Instagram

Why Social Media
● Increase awareness of your brand
● Grow trafﬁc to your website
● Increase sales of your products
● Get feedback on your products and services
● Help customers with issues
● Connect directly with consumers
● People are going online to find what they are looking for
● 24/7 available

Why Social Media
● A small budget can create big results
● Global audience
● Customer loyalty
● Wealthier than an average audience
● Most of the social medias are free

Classification of Social Media
● Social media technologies take on many different forms
including magazines, Internet forums, weblogs, social
blogs, microblogging, wikis, social networks, podcasts,
photographs or pictures, video, rating and social
bookmarking. Technologies include blogging, picture-
sharing, vlogs, wall-posting, music-sharing,
crowdsourcing and voice over IP, to name a few.

● Collaborative projects (for example, Wikipedia)
● Blogs and microblogs (for example, Twitter)
● Social news networking sites (for example, Digg and
Leakernet)
● Content communities (for example, YouTube and
DailyMotion)
● Social networking sites (for example, Facebook)
● Virtual game-worlds (e.g., World of Warcraft)
● Virtual social worlds (e.g. Second Life)

Mobile Social Media
● Mobile social media refers to the combination of mobile
devices and social media.
● This is a group of mobile marketing applications that
allow the creation and exchange of user-generated
content.
● Due to the fact that mobile social media run on mobile
devices, they differ from traditional social media by
incorporating new factors such as the current location of
the user (location-sensitivity) or the time delay between
sending and receiving messages(time-sensitivity).

Mobile Social Media Types
● Space-timers (location and time sensitive): Exchange of
messages with relevance for one specific location at
one specific point in time (e.g., Facebook Places;
Foursquare)
● Space-locators (only location sensitive): Exchange of
messages, with relevance for one specific location,
which are tagged to a certain place and read later by
others (e.g., Yelp; Qype)

Mobile Social Media Types
● Quick-timers (only time sensitive): Transfer of traditional
social media applications to mobile devices to increase
immediacy (e.g., posting Twitter messages or Facebook
status updates)
● Slow-timers (neither location, nor time sensitive):
Transfer of traditional social media applications to
mobile devices (e.g., watching a YouTube video or
reading a Wikipedia entry)

Social Media & Business Potential
● Marketing research
● Communication – company-to-consumer
● Sales promotions and discounts
● Relationship development and loyalty programs
● Social media reach gives wide range of audience
across the globe
● Quick information dissemination
● Large target market opportunity
● Social media advertising

Social Media & Business Potential Examples
● Facebook, Twitter
● Raise awareness through likes and shares
● Creating Ads
● Fine-tuned Targeting
● Discoverable new markets
● Offers & discounts
● Keep your customers up to date.

Social Media & Business Potential Examples
● LinkedIn
● LinkedIn Recommendation is the ultimate way to boost
your company’s credibility and gain new clients.
● LinkedIn allows you to make your profile information
available for search engines to index.
● LinkedIn Groups represent a fantastic opportunity for
businesses to network and grow.

Social Media Criticisms
● Exclusiveness - danger of social networking sites is that
most are silos and do not allow users to port data from
one site to another.
● Trustworthiness - Readers do not trust it is as a reliable
source of information.
● Privacy
● Reliability
● Ownership of social media content
● Effects on interpersonal relationships

Creating A Social Media Strategy
● 1 .Do your research
● Understand your target market –what other sites, apps,
competitions, events or information your target market
seeking
● What is the competition doing?
● How are other brands using social media?

● 2. Create a social media policy for your organisation
● What is the main focus of your social media?
Fundraising, community building, customer service,
information distribution
● Who will be responsible for the tone and content?
● Do staff post as people or brand?
● How do you deal with negative feedback/comments?

● 3. Choose appropriate platforms & develop a consistent
brand across all platforms
● 4. Develop a content and posting strategy – how often?
What kind of content?
● 5. Develop an engagement strategy – who will respond
and comment on your platforms? Who will go out and
comment on others?

● 6. Connect with your established donors, members,
volunteers and staff. They will lead you to more people
like them
● 7. Link your platforms for greater traction
● 8. Monitor the results and report back internally and
externally
● 9. Do more of what works and let go what doesn’t – it is
all about quality content

The 5 W s of Social Content Distribution‟
● Who is your audience?
● Who are the people most likely to be interested in your
content?
● Is there a particular demographic (age, location, income
level, experience) that you think would like your
content?
● Ideally, you will select and share content on social
media based on the audience you re hoping to attract.‟

● Where are you sharing your content?
● Text, Photos, Videos, Blog posts
● How will you choose to tell the story of your content?
● Each social post is like a microstory – and should be
told as a complete package all it s own.‟

● Different networks = different audiences
● Facebook = works for most everything consumer
● Twitter = needs lots of real-time edge / snarky edge – most
tweets are pretty much gone from consciousness in 45
seconds, unfiltered and requires a LOT of posts to snag
lurkers
● Google+ = great for SEO, hangouts, tough for engagement
Pinterest = best for style, travel, health/fitness and food,
gaining traffic strength in other categories

● Instagram = really great for brand building / photos
short videos – no traffic impact yet (no clickthroughs)
● LinkedIn = great for job search, finance, money and
other B2B content
● Don t forget answer sites / communities - If you have a‟
lot of reference content, don t forget communities where‟
people discuss particular topics and provide advice –
they may already be sharing your content there.

● All = Yahoo! Answers,
● Travel = TripAdvisor
● Technology = Stack Overlow
● Books = Goodreads
● Joining these communities and being a helpful member
can allow you to contribute to the conversation around
the content.

● When are you sharing it?
● Time of day matters.
● Most people are active on social media during leisure /
down times – breakfast, lunch, dinner, primetime, late
night, weekends.
● Posting content during these windows will increase the
chance that your content will be seen and engaged
with. If you have a global audience, post at these times
around the world.

● Why are you doing this in the first place?
● Traffic to your site
● Customer service
● Offers and deals
● Starting conversation / relationship building
● If you have set goals in mind, you ll be better able to‟
plan your content ahead of time.
● If you don t have set goals in mind, it makes it much‟
harder to be successful.

Setting Up Platforms
● Picking platforms where you they manage communication
• What types of content to do you have?
• Who is writing the communication?
• How are you telling them about your communication
channels?
• How can they talk back?
● You don’t have to be everywhere. Focus on platforms that
deliver useful information and use the content you have or
can create.

● Corporate blog
● Facebook page
● Twitter account
● Tumblr
● Instagram
● Google+
● Pinterest
● YouTube

● Good Corporate blogs
● Update with useful and engaging content for consumers
and press alike
● Feature rich media content and integrate all external social
channels
● Tell stories about their brand exceptionally well
● Integrate share buttons on their blog
● Let people leave comments and feedback.

● Good Corporate blogs
● http://googleblog.blogspot.com
● http://blog.aol.com/
● http://blog.stackexchange.com/

● Good Facebook Brand Pages
● Select their posts based on the likelihood to start
conversations
● 3-5 posts per day if you have content for them
● Ask questions and inspire responses
● Use Timeline to tell a historical story and cover photo to
give your brand a visual edge
● Use Facebook tabs to promote their brand and encourage
new likes

● Good Facebook Brand Pages
● Starbucks
● Red Bull
● Mitsubishi

● Good Twitter Brand Pages
● Have deﬁne the purpose of your Twitter (communication,
support, deals/specials) and the persona behind it - human
or robot
● Don’t tweet too much - 10-15 per day is the sweet spot for
most accounts
● Respond to people promptly when they reach out
● Write compelling calls to action - inspire the next click
● Use Twitter for real-time/regular communication

● Good Twitter Brand Pages
● The Linux Foundation
● Mitsubishi Motors
● Domino's Pizza

● Visual Platforms
● “Build a content museum” – curate or create one thing at
time
● Use each platform meet a slightly different user interest
● Drive your content towards a business goal when possible
(a page view, a purchase, a signup, a visitor to your store)
● Use success to reﬁne your content personas

● Good YouTube Channels
● Create customized background
● Build playlists of your favorite videos
● You can now create videos on YouTube without a camera
youtube.com/create
● Add annotations to your video to encourage people to
subscribe
● Use video responses when someone asks a question in
the comments

Setting Up Platforms – What To Listen
● As part of your strategy set measurable objectives
● Use a tool like Google analytics to analyse where your
social media is working, how long people stay on your site,
what actions they take etc
● Many platforms to measure social media impact
● www.twittercounter.com
● www.bitly.com

Measure Your Efforts
● Multiple Platforms - don’t create a single message
● Solicit Feedback - don’t make questions complicated
● Go Behind the Scenes - don’t share confidential details
● Engage with Clients - don’t spam people
● Help Others - don’t post unnecessary info
● Showcase Products - don’t be repetitive
● Expand Your Reach - don’t go hashtag crazy
● Build Relationships - don’t forget to respond

Setting Up Platforms – Summary
● Understand Your Audience
● Define Your Goals
● Research & Listen
● Plan Your Strategy
● Measure
● Not All Social Sites Will Work for You
● Integrate What's Right For You

Dos & Don'ts of Social Media
● Multiple Platforms - don’t create a single message
● Solicit Feedback - don’t make questions complicated
● Go Behind the Scenes - don’t share confidential details
● Engage with Clients - don’t spam people
● Help Others - don’t post unnecessary info
● Showcase Products - don’t be repetitive
● Expand Your Reach - don’t go hashtag crazy
● Build Relationships - don’t forget to respond

Web 2.0 & Social Media

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