Web two-oh not-justa_buzzword


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  • What do we mean when we say “the social Web”? There are many ways to define it. Here isForrester Research’s taxonomy, which divides it into six user activities, which of course overlap.We are the media, the media is us!Your customers are publishers nowYou are a publisher now --> Blogs, Twitter, Facebook, location-based social apps
  • Financial Times, November 14/15 2009
  • Improving online brand health:15 PRs released over 3 months received 3.9 million viewsSearch engine mentions increased from 8,900 to 203,000Traffic to SingaporeMedicine.com increased by 500%Online brand value increased by 2,281%
  • http://indium.com/blogs/Product: Soldering materials and electronics assembly equipment10 employees blogging about a variety of technical topics, from interface materials to semiconductor packagingHarnessing and crowdsourcing internallyYouTube channel hosts corporate and educational videos
  • Burson-Marsteller conducted the study between November 2009 and January 2010, surveying the top 100 companies of the 2009 Fortune Global 500 companies from USA, Europe, Asia Pacific and Latin America.Almost 80% of the Fortune Global 100 companies are using at least one of the top social media platforms to engage with stakeholders, a Burson-Marsteller study found.About 65% of the Fortune Global 100 have active accounts on Twitter, 54% have a Facebook fan page, 50% a YouTube channel, and 33% employ corporate blogs.In Asia Pacific, companies are increasingly using social media to engage customers and are more likely to use corporate blogs than other forms of social media.The study also found that stakeholders are listening and engaging on social media platforms - corporate Twitter accounts averaged 1,489 followers, while each Facebook fan page averaged 40,884 fans.http://marketing-interactive.com/news/17999
  • Responsiveness on TwitterInvolving customers in naming their new planeshttp://blog.hubspot.com/blog/tabid/6307/bid/5582/What-the-Heck-is-Sales-2-0-Why-Should-I-Care.aspx
  • http://www.reuters.com/article/rbssConsumerGoodsAndRetailNews/idUSSP40359020090204PR was picked up by 14,000 sites, 800 blogs and tweeted 2,300 timesTalked about on CNN, MSNBC, CNBC, WSJ, Yahoo!Ibis had 100% occupancy on opening day
  • http://www.marketingsherpa.com/article.php?ident=31548Astoundingly, only 35% of respondents said they were tracking sales conversion and other ROI metrics related to social media.Getting more website traffic, Facebook fans and comments is very good. But if you’re not sure whether that’s having an effect on lead generation or sales, many executives will ask: what’s the point?Common goals:Brand awarenessOnline reputation management and customer supportOnline traffic/visibilityGenerating both online and offline attention or media coverageAttracting inbound quality/natural links for SEO purposesIncreasing readershipDirect sales
  • Web two-oh not-justa_buzzword

    1. 1. Not Just a Buzzword<br />
    2. 2. 1999<br />2004<br />2006<br />Tim Berners-Lee:<br />Web 2.0 is a piece of jargon.<br />Tim O’Reilly: <br />The web as a platform where you control your own data<br />Darcy DiNucci: <br />The web as we know it is a prototype… The first glimmerings of Web 2.0 are now beginning to appear.<br />
    3. 3. Gartner: 2006 Hype Cycle for Emerging Technologies<br />
    4. 4. 250,000 social networking sites<br />Wikipedia has 4,000,000 articles<br />100,000,000 videos on YouTube<br />Facebook: 400,000,000 users<br />sharing 1,500,000 pieces of content daily<br />
    5. 5. 2009<br />“Harnessing collective intelligence”<br />“Building applications that get better as more people use them”<br />
    6. 6. Why “Web 2.0” Isn’t Just a Buzzword<br />
    7. 7. Reason #1:Because your customers are already there<br />
    8. 8. Organizing the Social Web by User Activity<br />Source: Forrester Research<br />
    9. 9.
    10. 10.
    11. 11. BryanBoy.com<br />215,000 visitors per day<br />18k Twitter followers<br />British Vogue<br />200,000 copies sold per month<br />23k Twitter followers<br />Sources: Financial Times, November 14/15 2009; Klout.net<br />
    12. 12. BryanBoy<br />BryanBoy.com<br />Michael Roberts<br />Vanity Fair<br />Anna Wintour<br />Vogue<br />Suzy Menkes<br />International Herald Tribune<br />
    13. 13. <ul><li>Know where your customers are
    14. 14. Know what they do there
    15. 15. Start a brand monitoring habit</li></li></ul><li>Reason #2:Because you know things worth sharing<br />
    16. 16. Content is still king<br />
    17. 17. DBS Dialogues: Advocating Entrepreneurship <br />
    18. 18. Aggregating Content for Brand Visibility<br /><ul><li>Search engine mentions increased by a 22X multiple
    19. 19. Website traffic increased by 500%
    20. 20. Online brand value increased by 2,281%</li></li></ul><li>Internal crowdsourcing for thought leadership<br />Our employee blogs position us as a though leader, reach prospective customers, and most importantly make us visible in search engines and social media.<br />Rick Short<br /> Marketing Director<br /> Indium<br />
    21. 21. <ul><li>Start with a content strategy
    22. 22. Find a way to crowd-source it
    23. 23. Encourage participation and commitment with frequent updates</li></li></ul><li>Reason #3:Because Web 2.0 lets you engage directly<br />
    24. 24. Social Media Survey of Fortune 100November 2009 – January 2010<br />80% use at least one platform<br />Blogsare preferred in APAC <br />1,489Twitter followers<br />40,884Facebook fans<br />Source: Burson-Marsteller<br />Fortune Global 100 Use of Top Social Media Platforms<br />
    25. 25. Lenovo Singapore: Authentic and Real-Time<br />One-on-one engagement with customers<br />Brand representative shares local and global brand news<br />
    26. 26. Social Media for Sales 2.0<br />“1 Million Free Seats”<br />402,222 seats sold in the first 24 hours<br />The success of the campaign is attributed to the power of our blog and social network platform.<br />Kathleen Tan<br />Regional Head of Commercial<br />40% of posts are from customers and other guest bloggers<br />
    27. 27. <ul><li>Be authentic
    28. 28. Plan to sustain it
    29. 29. Start simple</li></li></ul><li>Reason #4:Because Web 2.0 amplifies good ideas<br />
    30. 30. PayWhatYouWant.com.sg<br />PR was picked up by 14,000 sites, 800 blogs and tweeted 2,300 times<br />
    31. 31. Coke’s First Official Experiment in Viral Video<br />Results: <br /><ul><li>800,000+ views in 8 days
    32. 32. 1,700,000+ views to-date
    33. 33. 5,800+ ratings, with an average rating of 4.75 stars
    34. 34. 1,190+ comments</li></li></ul><li><ul><li>It still begins with a great idea
    35. 35. Make your content work harder for you by setting it free
    36. 36. Don’t do social media in a vacuum
    37. 37. Use Web 2.0 as a means to an end</li></li></ul><li>Measure Your Efforts<br />
    38. 38. What social metrics are organizations measuring?<br />
    39. 39. Measuring Social Media Using the Action Funnel<br />Channel: Corporate Blog<br />Objective: Lead Generation<br />1<br />2<br />3<br />Source: Social Media B2B<br />
    40. 40. Get Your Analytics On!<br />Free Books from Eric Petersen<br />Web Analytics Demystified<br />The Big Book of Key Performance Indicators<br />www.webanalyticsdemystified.com<br />Google Analytics and Related Tools<br />Google Conversion University<br />Google AdPlanner<br />Google Search Tools – Wonder Wheel, Timeline<br />
    41. 41. Reason #5:<br />Insert your own reason here<br />
    42. 42. Web 2.0 has applications everywhere<br />
    43. 43. 4 Things You Can Start Tomorrow<br />Begin a habit of listening<br />Define your goals, and measure them<br />Unearth content that’s worth sharing<br />Pick a project that’s simple, cheap and fun<br />
    44. 44. Thank you<br />Timi Siytangco<br />www.twitter.com/TimiSiytangco<br />