The document discusses the transition from Web 1.0 to Web 2.0 and the implications for marketing. Web 2.0 enables two-way communication and user-generated content. It allows companies to target users based on search terms and location data, sponsor online communities, and engage in cultural exchanges. Marketing has shifted from push strategies like press releases to pull strategies that engage users in content creation and word-of-mouth recommendations through social media. The widespread use of digital platforms demonstrates the potential for companies to connect with large online audiences.

1. Unit 1.2 New Media & Technology Unit Leader: Tom Allen

2. Week 3 Web 2.0: Online community and persona

3. Last week Intro to the web Mark Deuze ‘advertising is dead’ nomorebadnews.org

4. What is Web 2.0? Definition Two-way communication User generated content

5. How to use it for marcoms? Web behaviour Firm’s strategy Digital media mart Thought tracing People search the web for info & fun Firms use search terms to target user A market in search terms appears Ubiquitous connectivity People assume always-on computing Firms look at proximity & geolocation data Market in access to profiles and identity develops Social exchanges People build their identities on virtual communities Firms sponsor, co-opt or create their own communities A market in communities develops – exclusivity + functionality Cultural exchanges People participate in cultural exchanges Firms offer cultural products or present themselves as ‘more global’ ‘ Buzz markets’ become focus of competition

6. Web 1.0  Web 2.0 Marketing 1.0 Marketing 2.0 Comment Press releases Blog posts Makes the subject seem more personal Push content Pull content (like SEO+RSS) People are comfortable with the web and have gained power as a result Glossy publications Video/Podcasts/VCasts People engage with people more than magazines Firm’s content User generated content & feedback What would you rather read? Word of mouth recommendation Positive commentary on social media The elusive ‘tame blogger’ and ‘artificial social’

7. Why bother? 44.5m users logged onto Twitter in June ’09 >350m users on Facebook >684m visitors to Wikipedia last year >2bn Google searches every day 13 hrs of vid uploaded to YouTube each min >346m people read blogs regularly

8. What’s your persona? Transitory Persistent Role-specific Self-expressive identification Promotion due to associated status

9. Seminar SWOT analysis of 1.0 to 2.0 Incentivising engagement Targeting a campaign in real life