social media marketing and web 2 0 (tin180 com)
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Social Media Marketing and Web 2.0
What is social media?
A different way to socialize using the web
What are social networks?
A website with a database
What is social media and Web 2.0?
Harnessing collective intelligence Trusting consumers as co-developers Engaging consumer experiences Participation Trust economy Word of mouse
The old vs. the new
Web 1.0 Web 2.0Eyeballs Hands
Britannica online Wikipedia
Personal websites Blogging
CMS Wikis
Directories Tagging
Stickiness Syndication
Instant messenger Twitter
Conferences Unconferences
Harnessing collective intelligence
Trusting consumers as co-developers
Engaging consumer experiences
Community users remain customers 50% longer, spend 54% more than non-community users and visit 9 times more than non-community users
Participation
Participation is key 1) Advertise 2) Create elements in
online space 3) Create own platform
or environment in online space
Trust Economy
Word of Mouse
Keys to success in webspace
Be creative Be honest Be unique Be aware of who your audience is Update frequently Be transparent
You have to be real to succeed!
The Web is changing how we do business
Trust economy Gift economy
Social media is driven by the consumer not driven by business and is currently experiencing growth
The Social Networking has grown 12.7% from November 2006 to April 2007.
In Canada from April 2006 to April 2007
Facebook grew 2424%
YOUTUBE grew 616%
MySpace grew 135%
70% of Americans aged 15-35 use Social Networks
Fox Interactive Networks
Half of YouTube’s audience is over 34
MarketingVox
17% of Sony PlayStation owners in America are aged 50+
The Observer
Craig Newmark, owner and inventor of Craigslist
Craig Newmark has said that this is a time of ‘creative destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.
He went on to say that it isn’t journalism that is becoming obsolete; rather the delivery methods are changing. ‘Even the kids realize news is important. The problem is that paper is too expensive’.
How to create a Web 2.0 strategy
Internal Conversations
One-to-one conversations
One-to-many
KNOW CONTROL vs. NO CONTROL
You have to KNOW your audience so that you don’t have a NO control situation.
NO control
http://www.youtube.com/watch?v=t8XxcOj3Seo
KNOW control
The Streisand effect
A term used to describe a phenomenon on the Internet when there is an attempt to remove/censor something backfires and the information ends up receiving more attention.
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What this means ….
Companies can no longer control the message but they can manage the results if they are aware of which channels of communication their audience is using.
Examples of Social Media
RSS feeds UGC (user generated content) Social networks Blogging Podcasts
RSS Feeds
http://www.youtube.com/watch?v=0klgLsSxGsU
UGC (user generated content)
UGC is now the brand Consumers now create and change the
brand (you no longer own your brand) (youtube)
Consumers market the brand It’s not “with” your brand, it’s “in” your
brand
Social Networks
http://www.youtube.com/watch?v=6a_KF7TYKVc
Blogging An online journal, a way to tell a story 102 Million blogs, 120,000 blogs started
each day It is not reporting – nor do people expect it
to be
“Newspapers increasingly reference Bloggers as sources in stories. In just 2 ½ years this has grown from almost nothing to a significant input to media”
Factivia
Blog Demographics 42% of all Canadians have read a blog Blog use in Canada is most popular among
those:With household incomes of $60,000 or more
(44%)Men (48% vs. 35% among women)Younger adults aged 18-34 (50%)Those with post-secondary education
Ipsos-Red, June 2005
Blogs need to be frequent. Web 2.0 has created a low
attention span. A blog should be posted a MAXIMUM of 3-4
days apart.
Podcast
http://www.youtube.com/watch?v=OEmss2lg-ug
Tools of the trade
Google Reader Google News alert Technorati Google Tagging Del.icio.us Facebook iTunes YouTube
Google Reader
http://www.google.com/reader/view/#overview-page
Another option: http://www.google.ca/ig?hl=en
Google News Alerts
http://www.google.com/alerts?hl=en&t=1
Technorati RSS Add popular, relevant blogroll (a blogroll is
a listing of websites that often appear as links on web logs).
http://technorati.com/people/technorati/CanadianWildlifeFed
Search engine Determine how well your site is doing
Tagging
The assigning of keywords to online content to help users search that content more effectively.
Del.icio.us
Social book marking which uses tags http://del.icio.us/TobiMichelle
Virtual read News feed
Over 41 Million Canadians have visited Facebook.
iTunes iTunes is a media player used for
transferring music, photos and videos
YouTube
YouTube is a popular free video sharing website which lets users upload, view, and share video clips. ...
Tobi – http://youtube.com/profile?user=TobiMichelleM
Old media doesn’t die, it just evolves