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What next for your  web strategy? Social media, permission marketing, and the future David Terrar – D²C and WordFrame
Agenda  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
Shift Happens! In the next 8 seconds….
[object Object],[object Object],[object Object],[object Object],[object Object],Shift Happens!
Shift Happens! ,[object Object],[object Object],[object Object]
 
survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008  USA – 100m, China – 61m, UK – 17.8m, France – 12.8m Total – 475m
What is Social Media? people having conversations online
 
 
Social Media is  Global and mainstream ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In 2008,  if you’re not on a social networking site,   you’re not on the Internet . It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and  Social Networks are transforming the media ecosystem . IAB Platform Status Report: User Generated Content, Social Media, and Advertising An Overview - April 2008
 
 
 
Who do you trust? ,[object Object],[object Object],Nielsen “Trust in Advertising” report – October 2007
New Marketing Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
Launch and learn Focus groups Community support Customer support Small overhead = low risk Large overhead = stability Innovation a major expense Advertising a major expense Stories Features Fashion Market share Fads Long product cycles Product line limited by imagination Product line limited by factory Permission Spam Permeability between consumers and makers Barrier between consumers and makers Consumer-to-consumer communication Marketing-to-consumer communication Emphasis o vertical success (niches) Emphasis on horizontal success (hits) Countless online retail outlets Limited physical retail outlets Countless media outlets Limited number of media outlets New Marketing Old Marketing
The Cluetrain Manifesto There's a new conversation between and among your market and your workers. It's making them smarter and it's enabling them to discover their human voices. You have two choices.  You can continue to lock yourself behind facile corporate words and happytalk brochures.  Or you can join the conversation.
Social Media is  Counter-intuitive  Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation Communications Media Social Media
Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
What is a web community? ,[object Object]
What motivates people to participate? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],"Culture is a mealy-mouthed way of talking about power.“   - Euan Semple
Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of  http://www.useit.com/alertbox/participation_inequality.html
What is ICAEW doing with ion? http://www.ion.icaew.com
What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts
What is ICAEW doing with ion? ,[object Object],[object Object],[object Object]
Some other examples SocialMediaToday.com
What we do ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ think  Business , not  Technology ”
Discussion
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact details David Terrar CEO - D²C Limited and  Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285  (direct) m: +44 (0)7715 159423 e:  [email_address]  and  [email_address]   w:  www.d2c.org.uk  and  www.wordframe.com   skype: david_terrar twitter: DT linkedin:  http://www.linkedin.com/in/davidterrar   blog:  http://biztwozero.com

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Web strategy, social media, and the future

  • 1. What next for your web strategy? Social media, permission marketing, and the future David Terrar – D²C and WordFrame
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  • 7. Shift Happens! In the next 8 seconds….
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  • 11. survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008 USA – 100m, China – 61m, UK – 17.8m, France – 12.8m Total – 475m
  • 12. What is Social Media? people having conversations online
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  • 16. In 2008, if you’re not on a social networking site, you’re not on the Internet . It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem . IAB Platform Status Report: User Generated Content, Social Media, and Advertising An Overview - April 2008
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  • 21. New Marketing Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
  • 22. Launch and learn Focus groups Community support Customer support Small overhead = low risk Large overhead = stability Innovation a major expense Advertising a major expense Stories Features Fashion Market share Fads Long product cycles Product line limited by imagination Product line limited by factory Permission Spam Permeability between consumers and makers Barrier between consumers and makers Consumer-to-consumer communication Marketing-to-consumer communication Emphasis o vertical success (niches) Emphasis on horizontal success (hits) Countless online retail outlets Limited physical retail outlets Countless media outlets Limited number of media outlets New Marketing Old Marketing
  • 23. The Cluetrain Manifesto There's a new conversation between and among your market and your workers. It's making them smarter and it's enabling them to discover their human voices. You have two choices. You can continue to lock yourself behind facile corporate words and happytalk brochures. Or you can join the conversation.
  • 24. Social Media is Counter-intuitive Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation Communications Media Social Media
  • 25. Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
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  • 28. Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
  • 29. What is ICAEW doing with ion? http://www.ion.icaew.com
  • 30. What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts
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  • 32. Some other examples SocialMediaToday.com
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  • 36. Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com