entrepalooza
DESCRIPTION
This was the presentation I gave at Entrepalooza.TRANSCRIPT
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A brief look at Web 2.0
Brought to you by Time Warner Cable Business Class
and Botanicus
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What we’ll talk about today
• Web 1.0 – a little history
• A little Social media 101
• Some ideas for all companies
• Some thoughts for smaller companies
• Some thoughts for larger companies
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This presentation is brought to you by
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Botanicus
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Time Warner Cable Business Class
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To begin
• Why me?
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Why me?
• Copywriter
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Why me?
• Years ago, I joined one of the internet’s first social networks.
• Alt.fan.tom-robbins.
• Alt discussion groups were on e-mail. People signed up, and e-mail sent to the group went to every subscriber.
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Why me?
• A woman from Buffalo joined.
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Why me?
• We e-mailed back and forth.
• Buffalo and Toronto are close, so we met up and hooked up.
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Why me?
• To recap.
• Canadian copywriter joins early social network.
• Woos US woman with words.
• Moves to US.
• Is hired by Eric Mower and Associates
• Becomes citizen.
• Presents at Entrepalooza
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This is me:
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I also work here
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Where I do this
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Web 1.0 – a little history
• Before the internet, marketing was based on the physics of geography.
• We bought local media properties because that’s where the customers were.
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Web 1.0 – a little history
• The information-based web changed that.
• People from anywhere went to websites for information (and many of us put up online brochures)
• Brands offered information. Some enterprising types offered a place to buy product; remember click’s and mortar?
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Web 1.0
• Places like the New York Times delivered content to London.
• But it was a monologue approach to a dialogue medium.
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Web 1.0
• But wait, we asked for dialogue
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Amid the rubble is Web 2.0
• Web 2.0 was coined by O’Reilly Media in the early 00’s after the first web bubble burst.
• Two important things happened.
• Because of Google, websites that encouraged people to return became profitable.
• Websites that created a community encouraged people to return to it.
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Time. October 13, 2007
Web 2.0
• Think of web 2.0 as a community. It isn’t a message to a consumer, it’s a consumer interaction.
• And it’s not a fad.
• “Social Networking sites are officially more popular than porn sites”.*
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Web 2.0
• Wikipedia has 4,000,000 articles.
• YouTube has more than 1,000,000,000 videos.
• There are perhaps as many as 200,000,000 blogs.
• Facebook has 200,000,000 active users.
• StumbleUpon, a site you might never have heard of, has 8,000,000 people sharing content.
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Web 2.0
• What’s different now?
• People are social. We join groups, associations, clubs, teams.
• So joining something isn’t new, joining it online is.
• And we’re not talking teens. More and more “old people” are joining social networks.
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Social Network UsersAll Adults Teens Younger Older Silent GI
Online Online Gen Y Gen X Boomer Boomer Generation Generation18+ 12-17 18-32 33-44 45-54 55-63 64-72 73+
Go Online 74% 93% 87% 82% 79% 70% 56% 31%Use Social Networking Sites 35% 65% 67% 36% 20% 9% 11% 4%Create an SNS profile 29% 55% 60% 29% 16% 9% 5% 4%Read blogs 32% 49% 43% 34% 27% 25% 23% 15%Create blogs 11% 28% 20% 10% 6% 7% 6% 6%Pew Internet & American Life Project Surveys
•Source: Pew Internet & American Life Project Survey December ’08, Source: InsightExpress, 2/09
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So what is a social network?
• A social network is a community of people that are tied together by an outcome.
• Social networks are tools that work well with high-speed Internet access (available from Time Warner Cable Business Class.)
• The tools of Web 2.0 exist because people like to share
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Why does Web 2.0 matter?
• People trust the recommendations of other consumers more than they trust our ads. (Shocking, I know)
• They especially trust the people they have things in common with. ie, live in same neighborhood/city.
• They use these sites to get opinions, voice opinions, and get recommendations about your company.
• With or without marketers.
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Promotion Networks
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What is a social network?
• Impressed?
• Obviously logos are only part of the story
• Because Marketers are here to learn how to take advantage of these communities.
• To sell stuff in them.
• It’s okay to go in them and sell stuff. Just remember, it’s different.
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TRADITIONAL MEDIA DIGITAL MEDIA
One way, brand speaking Two way / a conversation
Focused on the brand Focused on the consumer
Brand in control Consumer in control
Repeating the message Adapting the message
Entertaining Involving
Brand created content User created content / Co-creation
Space defined by Media Owner Space defined by Consumer
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SOME DIGITAL IDEAS FOR EVERYONE
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LinkedIn is a business social network.
• LinkedIn is the business social network.
• It’s fast-becoming one of the best ways to get jobs and connect to people in your category.
• It’s a worldwide networking tool that isn’t based on geography.
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• Groups
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• Answers
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• People create profiles in LinkedIn. They refer each other, answer questions, join groups.
• From those profiles, LinkedIn creates a picture of the company.
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• LinkedIn: 67% of users saying they use their profile to “make new business or professional contacts”
• If you’re on LinkedIn, it uses profile data to create the business profile.
•Source: Pew Internet & American Life Project Survey December ‘08
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Slideshare.net
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Slideshare.net
• This is the YouTube of PowerPoint presentations.
• I know, it sounds ridiculous.
• But if you have PowerPoint presentations, Slideshare can show the sum total of your knowledge.
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Slideshare.net
• Slideshare synchs with LinkedIn. So LinkedIn employees could show the sum total of all the knowledge
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Delicious
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Delicious
• Social bookmarking is the solution to never having to e-mail a link home.
• It’s also a way to prove smarts. Remember this from my e-mail signature. Go there to read about social media:
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Delicious
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Wikipedia
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Wikipedia
• People sign on. People interact. People police the place, checking updates, etc.
• People take pride in the place. That’s the essence of a an online world. Or network.
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Wikipedia
• Is your company there? Should it be?
• Wikipedia is one of the highest things that pops up in Organic Google Search.
• BTW, it’s Wikipedia’s official policy that you or your agents can’t update or create your own Wikipedia page. Offer a customer a free big ticket item to get in there.
• Or hire an ad agency that understand their way around Wikipedia.
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Wikipedia
• You can also use this to show off your individual expertise. (which then becomes a reflection of the company you work for.)
• Look up your category of expertise, and add to the entries. Then, be sure to let people know you did it on your LinkedIn page.
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Wikipedia
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Meet Google
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Google is a tool
• You type something in, and it returns to you the most relevant thing for you.
• Every day, they spend millions trying to make it work better.
• The path to purchase almost always starts online.
• Many of your potential customers might start there.
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• Note the first question:
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Google and Maps
• Maps are a legitimate return for many of the Google searches people do in Western New York.
• Honest dry cleaner.
• Office plants.
• Business Internet.
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Google Maps
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Social Search
• Search is evolving back to where it started.
• Yahoo.com started as a people search engine. Google came along and didn’t take the people out of it, but gave our links all the juice.
• With the ability to connect and review, we’re getting back to social search. Someone can go to Twitter, Yelp, Facebook, Wikipedia and even Google and ask their networks about a particular thing.
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Google Maps
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Google Maps
• So lets take a look at how this works.
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Google Maps
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Google Maps
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Google Maps
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Google Maps
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Google Maps
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Google Maps
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NOW, HOW SMALLER BRANDS CAN USE IT
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How can a brand use it?
• Meet Gary Vanderchuk.
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How can a brand use it?
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How can a brand use it?
• He uses social media to spread the story of Wine.
• He’s cornered the Wine market on those little TV’s we’re increasingly watching.
• He does the show to prove he knows the wine you should have with your dinner.
• Then he tells you how much.
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How can a brand use it?
• He has a website.
• But he also has a digital presence. He doesn’t upload video to his website, he lets Vimeo take care of that.
• Search for Gary Vanderchuk, and you’ll discover that he’s in many conversations pushing his brand.
• But it’s work. Don’t come away from this thinking it’s not. The media is free, the creation of it isn’t.
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How can a brand use it?
• He has a strategy.
• He’s not selling.
• He’s telling.
• And in telling us about wine, he’s proving a positioning strategy: he’s the right person to buy wine from because he knows wine.
• Even better: there’s no competition in the medium he’s picked.
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What does that mean?
• It means this:
• Before you jump into social media, get a strategy.
• What will you say? Is there a market for what you’ll say?
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It’s part of the Marketing Mix
• Social media isn’t a silo. Meaning, think about how your paid media will work with your social media
• If you start a Facebook page, have it on your website and business cards.
• If you have a Twitter feed, add it to your packaging.
• Design all communications for participation
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This is how a well-known brands does it
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What about really big brands?
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What about really big brands?
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What about really big brands?
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We’ve used Twitter
• EMA uses Twitter for clients. This is what one of the people said after an interaction:
• “this is probably the greatest day of my life. it’s advertising genius really. I’ve never felt closer to a company in all my life.”
• Social media offers fans the ability to connect with a brand, and participate it in through comments, mash-ups, reviews, games, or even simple clicks.
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The change from social media
• This presentation isn’t about the tools. It’s about the shift that is taking place in the marketplace.
• When Sara from Home Depot can reach out to a customer who was just venting, you can sense the change.
• People realize it’s easy for brands to listen. And when they realize it’s easy, they will expect us to listen.
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The change from social media
• Which brings up ROI.
• What if the ROI is the Risk of Ignoring?
• If Home Depot ignored @marcoarment, would it matter that much?
• Maybe not. But the act of listening and responding means a brand is prepared.
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Dominos Case study
• A couple of Dominos employees were playing with the food they were preparing. One of them was blowing his nose on the pizza.
• Sticking pepperonis in his bum and then onto the food.
• This was filmed in a Domino’s kitchen.
• They put it on YouTube.
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Dominos
• Big Brands can learn two things from this:
• 1. Listen, and you’ll see when something bad brews.
• 2. Have some sort of social media policy that offers restrictions on what can or can’t go live.
• And remember: if Domino’s employees can do this, anything is on the table, so be prepared.
• The perpetrators in this case where in their 30’s.
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So what now?
• Good question. I suggested you:
• Check your LinkedIn profile. Both company, and personal.
• Check maps.google.com and maps.yahoo.com.
• In fact, do a really deep search in Google for your brand and see where you are. See if people are participating in a dialogue about your product. Or category.
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So what now?
• Then, develop a strategy to get involved.
• Because more and more people are already getting involved.
• With, or without you.
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Further reading – Questions
• This presentation is available at
http://www.slideshare.net/EricMowerandAssociates