web trends, social media, viralmarketing

SUCCESSFUL DEVELOPMENT OF WEBSITES

Web trends, social applications and viral marketingPER AXBOM, XLENT

0708 – 77 80 08

My background

(opens a Google Earth tour)http://www.axbom.se/files/axbom_country_tour.kmz

@ the axboms

Honey, do you have the start page?

- Common phrase when I am really asking for the first section of our morning newspaper

Agenda

Web trends

Web strategy and social media

SEO and viral marketing

The long tail of social media

Agenda

Web trends

www.vimeo.com

Internet 1995-2010

Enthusiasts Publicists Users Internet everywhere

1995 2000 2005 2010

Moving from stand-alone computersto computer plants

The paradigm shift

Production . Distribution . Consumption

Web 2.0

Web 2.0 is a term describing changing trends in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, collaboration and functionality of the web. Examples: social-networking sites, video sharing sites, wikis, blogs, and folksonomies.

While the debate is on about Web 2.0, most agree that Web 2.0 sites generally include some basic characteristics, such as:

– Network as a platform– Users own the information / can influence the information– An architecture with participation and democracy that encourages users

to give the site more value when they use it– Interactivity based on Ajax or other internet applications– Mashups– Social networking

Why blog?

Easy to publish Comments Pings Trackbacks RSS

standards

Blogs complete media

Web feeds (RSS, Atom)

RSS allows users to subscribe to content

using a “feed reader”. They get updated content from a variety of sources without having to visit a

website.

Podcasts

Pod-TV

http://popurls.com/

Web trends

AjaxPodcasting

RSSPod-TV

IP-telephony

ExplorerFirefoxOpera

Chrome

Personal contentOpen Source

Online servicesFreeware

FolksonomiesCommunities

BloggarWikisCMS

AppleGoogle

Microsoft

W3CRSS/XML

Section 508Mobile internet

Technology

AccessibilityPlayers

Trends

Browsers

search

web 2.0

buy/sell

SMSMobile web

MapsGPS

Mobile

Online services

FlickrMySpaceYouTubeLinkedIn

Zoho37signalsGoogle

WikipediaWordsmyth

BloggerWordpress

Productivity

self-publishing

knowledge

community

del.icio.usrememberthemilk.com

jotform.com

NewsgatorBloglines

Google Reader

syndication

Google Groups

Online services: jotform.com

Who’s web strategy is this?

The faster our website visitors leave, the better.

GmailGoogle Apps

CalendarGroups

Google PackGoogle Docs and Spreadsheets

PicasaGoogle Video

YouTubeImages

<http://www.google.com/intl/en/options/>

BloggerGoogle Sites

Google BooksGoogle Scholar

Officeware

Analytics

Desktop

Publishing

TalkWiFi

Telecom

Multimedia

Groupware

E-commerce

SMSMobile

Maps for mobile

Google BaseFroogle

Checkout

Mobile

I’m Feeling Lucky!

Random…

Insure me!

…or ingenious?

Succeeding onthe web

RSSSMS

E-post

Code that follows standardsText-based alternatives

Employee blogsDialogue

Podcasting

Top in Google wins

Accessibility

Searchability

Openconversations

Syndication

Self-serviceInteractive customer service

Put users in charge

Customer service

decentralisedinformation

think beyondthe internet

Fast responses (Ajax)Fast iterations:test, evaluate

Usability

Who do we listen to?

Professional media is valued in the same way as

private blogs.

(change tires on your car)

Confused? Who should I trust?

To traditional corporations, networked conversations may appear confused, may sound

confusing. But we are organizing faster than they are. We have

better tools, more new ideas, no rules to slow us down.

Cluetrain Manifestowww.cluetrain.com

The long tail

How did we get here?

Social trends–Broadband, a generation of webbies (bloggers,

social networks, IM) creators!

Business trends–Utilize the long tail, web services, insight about

user value, openness

Technology trends–XML, agile development, maturity of web browsers

User-created!Profitable!

Bungy jump – the insurance

Agenda

Web trends

www.vimeo.com

Web strategy

frustration unprofitable

in-efficiency

Long-term purpose and goals. Assess business

demands. Navigate through company

politics.

Understand user needs, human behavior,

competition, partners, stakeholders

All tools and technology; strengths, weaknesses,

limitations, costs.

Inspired by Jeremiah Owyang - www.web-strategist.com/

A web strategy can be broken down by activity

Business:– what are the business goals for this activity and what demands

does this place on the solution? time, money, number-crunching...

User Experience:– in what context do we want to be seen (how do visitors find the

site), what expectations do the visitors have based on these contexts?

– what do we want the visitor to experience when he/she is on the website and when he/she has left the website?

– design, color, language, images, interaction design...

Tools: – what tools can help us reach our business and user goals?

The Company

Internally

What do employees need to know? What does management need to know?

Who is best at providing that information?

What tools do we provide for collecting and sharing knowledge?

Externally

What do stakeholders want to know about us? What do we want to know about the stakeholders?

Who is best at providing that information?

What tools to we provide to collect and share knowledge?

Web communication 2.0

social media

web services

Where do we want to go?

Are they talking about your company?Do they have good ideas?

Are they active insocial media?

Are you in?

What’s stopping us?

Ignorance Fear / worry ”Our employees will expose our

secrets” ”Our employees will make us

look bad” ”Our stakeholders will give us a

hard time” ”We will be up to our necks in

mean comments” ”It will be embarassing...”

The ignorant firewall...

Corporate Censorship: Half of Employers block Facebook

Behavioral rules on Second Life

What value can

social media

bring companies?

Social media...

increases salescontributes to market intelligenceencourages self-supportgive us opportunity to build better productsadd to an authentic conversation that the market appreciates

reaches target groupsmotivates target groups

Corporate Storytelling

Corporate Storytelling identifies, harvests and packages companies’ true (usually) stories about themselves, their clients, products and services. This it to mobilize and use them in brand building, marketing and in the ongoing work with values, company culture and identity..

As such, the stories support recruitment and business operations. They are important resources next to the numbers, tables and diagrams. They are a part of the organisation’s cultural capital and can of course also be used all the way into commercial messages.

Film 21 min 16 s

http://www.youtube.com/watch?v=7-kSZsvBY-A

Film 11 min 14 s

http://www.youtube.com/watch?v=hibyAJOSW8U

Summary

Social applications on the internet are a

goldmine for Corporate Storytelling.

Project blogs

Multimedia press releases

Use your community!

IHT Arla

1. Web services, not websites

2. Connect people3. Make your

content portable, don’t lock it down

The decentralisedwebsite

Agenda

Web trends

www.vimeo.com

Evolution of search engines

Anonymous FTP sites (Archie) Robots / Crawlers (*crash*) Web directories Spiders (RBS) Search directories (Aliweb) Excite (Architext – concept-based) Yahoo (David Filo, Jerry Yang) AltaVista (natural language, boolean,

tips) Meta Engines (compilations, mashups) Google Limited area search engines

Relevancy ranking based on backlinks

Natural language searching Clustering/cataloging

information Image searching Multilingual searching and

translations The shift to simplicity

19941995

SEO – What is it?

1. Making sure that a website appears in the top results in the search engine results for specific keywords. The core ambition is to increase volume of traffic to the website.

2. Making sure that search engines easily can read the content on a website and that users, who are looking for the type of content that you are offering, can find you.

SEO – the tools

TitleHeadingsLinksContentOther aspects (permalinks, age…)

The SEO business exists solely because people who build and run websites do not know what they are doing. If people and companies managed the structure of their websites, gave them good titles and headings and texts that are target group oriented there would be no need for companies that work only with search engine optimisation.

But it’s no small potato

In Sweden: Search word marketing has grown this year by 67 % In two years it has grown by 560 % Total spending on online advertisements has surpassed

printed media in 2008 5 billion SEK spent on online media (total media

spending 32 billion)

“Search word marketing” consists of both sponsored links and search engine optimisation.

The story

330 words

(SEO is always dirty)

The effect

7 blog articles by renound SEO professionals– each blog post on average 500 words

Comments on Computer Sweden’s website Comments in the blogs Debate in the Swedish online SEO Forum

13 500 words28 pages in Word

Most read article?

Media linking to blogs

RSS feeds /

Google blog search

Twingly

Statistics – referring sites

Statistics – keywords

Tactics

Who is linking to the article?Who is linking to the blogs?Who is commenting on the posts?Respond!Where is the summary of the ongoing discussion?

Right here

The outcome

After analysis, I liked just about everything in Per Axbom’s article except the headline. Of course we are all working with manipulation. That Google (currently) thinks what we do is OK does not mean they always will.

In another time we are all black hats.

Next-generation SEO / SEM

Know the internetKnow how to searchBy taking part in the online discussions you can control discussions, gain approval, create interest for your ideas and create new business alliances

If you do not do anything these discussions will take place out of your reach and out of your control. And: The discussions are “permanent”

You cannever

un-Googleyourself

Onlinediscussions

Initiated decisions are taken somewhere else, before you come to the corporate web

social networks

podcasts

user forums

artificial brandingcorporate-speak

tagging

user films

Viral marketing

Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of funny video clips, interactive Flash games, advergames, images, or even text messages.

Going viral on Youtube

Mobile phone popcorn? Will it blend?

John Edwards – Feeling Prettyhttp://www.youtube.com/watch?v=2AE847UXu3Q

John Edwards – Hairhttp://www.youtube.com/watch?v=Y1qG6m9SnWI

Viral marketing

Hotmail Cancerfonden DropSend Dove Subservient Chicken Million Dollar Homepage

Most used method: free Tip a friend / e-postcard E-books (free whitepapers) Free software Free knowledge Quizzes… Interactive video

With great power comes great responsibility…

Respond!

A good user experience A story to tell Positive feedback Reasons to evaluate / measure Engagement / Commitment

Quick reactions give

Short timelinesSkilled web team

Clear planningConcise documentation

information aboutthe user change / reaction

Mitt gäng

Agenda

Web trends

www.vimeo.com

ok, what is the long tail?80/20-rule, Pareto Principle, the law of the vital few, principle of factor sparcity

but seriously, why is the long tail making everybody horny?

Source: gapingvoid: "cartoons drawn on the back of business cards"

http://www.gapingvoid.com/Moveable_Type/archives/002693.html

so really... bye bye 80/20 rule, welcome long tail...

We sold more books today that didn’t sell at all yesterday than we sold today of all the

books that did sell yesterday.

- Amazon-employee in his blog

excuse me, but WHAT!?

the books we sold yesterdayand today (every day)

the books that are less often sold are morethan the books that are sold everday

business

businessdevelopment

ok, i get it... sort of. explain social media?

Social media are people communicating with each other online.

BlogsMicroblogs

Social networksChatRSS

WidgetsSocial bookmarks

ForumPodcasts

Video sharingPhoto sharingVirtual worlds

Wikisand so on...

toolsenable

peopleexperience

communicating? why aren’t they watching TV?

why do people persist in this?

I write blogs and participate in social networks because I can reach millions of people at once. I

like the rush and feel empowered.

I like blogs and their ideas. They tell the truth, not like ads.

18. Companies that don't realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity.

19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance.

20. Companies need to realize their markets are often laughing. At them.

21. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.

22. Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.

cluetrain manifesto

how did this happen?

people are social – we live in communities – we share experiences – we seek company, friends, like-minded

social networks allow us to be people– only more efficiently

http://current.com/items/77385841_computer_nerd_auction

do I really have to care?

of active Internet users look more positively upon companies that have blogs

of active Internet users trust blogger’s views on products and services

Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.

- Cluetrain Manifesto 1999.

McCannSocial Media Tracker, Wave 3, March 2008

but seriously: isn’t it just a passing fad?

Social Networking Growth by Worldwide RegionJune 2008 vs. June 2007Total Worldwide Audience, Age 15+ - Home and Work LocationsSource: comScore World Metrix

Unique Visitors (000)

Jun-07 Jun-08 Percent Change

Worldwide 464,437 580,510 25%

Asia Pacific 162,738 200,555 23%

Europe 122,527 165,256 35%

North America 120,848 131,255 9%

Latin America 40,098 53,248 33%Middle East - Africa 18,226 30,197 66%

Worldwide Growth among Selected Social Networking SitesJune 2008 vs. June 2007Total Worldwide Audience, Age 15+ Home and Work LocationsSource: comScore World Metrix

Total Unique Visitors (000)

Jun-2007 Jun-2008 % Change

Total Internet : Total Audience 778,310 860,514 11%

Social Networking 464,437 580,510 25%

FACEBOOK.COM 52,167 132,105 153%

MYSPACE.COM 114,147 117,582 3%HI5.COM 28,174 56,367 100%

FRIENDSTER.COM 24,675 37,080 50%

Orkut 24,120 34,028 41%

BEBO.COM 18,200 24,017 32%

Skyrock Network 17,638 21,041 19%

Worldwide Growth for Facebook.comJune 2008 vs. June 2007Total Worldwide Audience, Age 15+ Home and Work LocationsSource: comScore World Metrix

Total Unique Visitors (000)

Jun-2007 Jun-2008 % Change

FACEBOOK.COM 52,167 132,105 153%

North America 35,698 49,248 38%

Europe 8,751 35,263 303%

Asia Pacific 3,712 20,712 458%

Middle East - Africa 2,974 14,951 403%

Latin America 1,033 11,931 1055%

Wikipedia 4,000,000 articlesYoutube 100,000,000 moviesBlogs >200,000,000 blogsSecond Life 1,500,000 inhabitantsFacebook 90,000,000 membersMyspace 185,000,000 members

hmmm, we’re ahead in the west... Asia’s slipping?

look again

okay, but what are all these people doing?

watching video clips online

reading blogs

reading personal blogs

visiting photo sharing services

handling one or more profiles on social networks

leaving comments on blogs

uploading photos to photo sharing services

leaving comments on news sites

downloading podcasts

running their own blog

uploading video clips on video sharing sites

subscribing to RSS-feeds

McCannSocial Media Tracker, Wave 3, March 2008

isn’t it a bit embarassing?

Earlier users cared much more about personal integrity. People were pissed off when pictures of them turned up on the web and cried that it was upsetting personal integrity. This situation has changed with the wide adoption of social networks. Now, personal expression and exploration are guiding users. We register and publish, willingly, highly private information om what books and films we like – a goldmine for advertisers.

Ro Choy, Rock You

close contacts

acquaintances

”old” contacts

no relationbut how many friends can one person have?

how long is a piece of string?

but I can’t take it all in...in

our brain’s ability to handle information

http://nehatiwari.com/2007/11/08/social-network-schizophrenia/

so you just plug your brain into the computer?

111sure, but sometimes I just don’t have the energy

to participate...

ok ok, but what does social media have to do with the long tail?

people

social networks

how many contacts does each person have?

how many members does each network have?

1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145

Per Axbom’s contacts on LinkedIn Aug 22, 2008

Person (1 to 150)

social network

myspace

facebook

golf link

GC websitePeter’s blog

social network

identification

belonging

commitment

social network

l of p

A person who is commited to your product will help market/sell your product

A person who feels belonging with your product is a returning customer.

A person who identifies with your product buys once.

why is participation important?

do-it-yourself networks : Ning

http://blog.pmarca.com/2007/09/ning-passes-100.html

Create the embryo of a social network in 2 minutes

useOpenSocialFriendConnect

>150 000 (January2008)more that 70% active

what? an IKEA for social networks?

122plug-and-play-network:

Google Friend Connect

Websites that are not social networks may still want to be social — and now they can be, easily. With Google Friend Connect (see http://www.google.com/friendconnect following this evening’s Campfire One), any website owner can add a snippet of code to his or her site and get social features up and running immediately without programming — picking and choosing from built-in functionality like user registration, invitations, members gallery, message posting, and reviews, as well as third-party applications built by the OpenSocial developer community.

Visitors to any site using Google Friend Connect will be able to see, invite, and interact with new friends, or, using secure authorization APIs, with existing friends from social sites on the web, including Facebook, Google Talk, hi5, orkut, Plaxo, and more.

customer service network: getsatisfaction.com

Demand Media : filling up the long tail

Demand Media is building the leading vertical media network and world's largest content and social media marketplace connecting content creators, users and publishers on a mass scale.

Richard Rosenblatt

social media aggregator and directory

upload video and podcasts (South Africa)

a web app that maps SMS reports of violence by location

marketing 2.0 – how many bubbles are there?

Listen. Understand.Dive in.Blow your own horn.Discuss.Participate.Share.Control.Inspire.Influence.Engage.

the tail can’t fail, right?

Lengthen your tailWhere are the most committed users? Give them the tools they need to understand and spread the word on your product/service.Think: niche networks, blogs, customer support, your own website, offline research

Widen your tailHow do I expand the reach of my products/services?Think: accessibility, commited users, offline, new channels

engagerad användare med stor räckvidd = jackpot

web strategy for social media

• monitor what people think and say about your company / product

• increased revenu by reaching a long tail of people

• the business can engage people (and technology) to broaden it’s reach

• tools must be simple, cost-efficient and ”plug in” with social media

• reuse common tools on the web with a large user base to create widgets, RSS feeds, video- /photo sharing, etceteras...

• offer a dialogue around the brand

• give away content• be personal about your

company, be open (show real people)

• be where the users are (easy to find)

• create a central profile for the company

• offer quick responses, be first to communicate in a crisis

Use the right tool for the job

FUNCTION OBJECTIVE SOCIAL APPLICATIONS

SUCCESS METRICS

Research Listening Communities/brand monitoring

Insight

Marketing Talking Blogs/social networks/UGC

Awareness, sales

Sales Energizing Communities/widgets/

tip a friend (viral)

Members, buzz

Support Supporting Forums/wikis/social networks

Decrease in calls

Development Embracing Communities/suggestions

Development speed

based on the report ”How to choose the right social technologies”, by Josh Bernoff

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This document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion.

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Internet everywhere

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