web trends, social media, viralmarketing
TRANSCRIPT
SUCCESSFUL DEVELOPMENT OF WEBSITES
Web trends, social applications and viral marketingPER AXBOM, XLENT
0708 – 77 80 08
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My background
(opens a Google Earth tour)http://www.axbom.se/files/axbom_country_tour.kmz
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@ the axboms
Honey, do you have the start page?
- Common phrase when I am really asking for the first section of our morning newspaper
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Agenda
Web trends
Web strategy and social media
SEO and viral marketing
The long tail of social media
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Agenda
Web trends
Web strategy and social media
SEO and viral marketing
The long tail of social media
www.vimeo.com
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Internet 1995-2010
Enthusiasts Publicists Users Internet everywhere
1995 2000 2005 2010
© 2006 Per Axbom
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Moving from stand-alone computersto computer plants
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The paradigm shift
Production . Distribution . Consumption
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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
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Why blog?
Easy to publish Comments Pings Trackbacks RSS
standards
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Blogs complete media
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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/
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Web trends
AjaxPodcasting
RSSPod-TV
IP-telephony
ExplorerFirefoxOpera
Chrome
Personal contentOpen Source
Online servicesFreeware
FolksonomiesCommunities
BloggarWikisCMS
AppleGoogle
Microsoft
W3CRSS/XML
Section 508Mobile internet
Technology
Users
AccessibilityPlayers
Trends
Browsers
search
web 2.0
buy/sell
SMSMobile web
MapsGPS
Mobile
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Online services
FlickrMySpaceYouTubeLinkedIn
Zoho37signalsGoogle
WikipediaWordsmyth
BloggerWordpress
Productivity
self-publishing
knowledge
community
del.icio.usrememberthemilk.com
jotform.com
tools
NewsgatorBloglines
Google Reader
syndication
Google Groups
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Online services: jotform.com
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Who’s web strategy is this?
The faster our website visitors leave, the better.
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GmailGoogle Apps
CalendarGroups
Google PackGoogle Docs and Spreadsheets
PicasaGoogle Video
YouTubeImages
<http://www.google.com/intl/en/options/>
BloggerGoogle Sites
Google BooksGoogle Scholar
Books
Officeware
Analytics
Desktop
Publishing
TalkWiFi
Telecom
Multimedia
Groupware
E-commerce
Music
SMSMobile
Maps for mobile
Google BaseFroogle
Checkout
Mobile
Maps
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I’m Feeling Lucky!
Random…
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Insure me!
…or ingenious?
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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
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Who do we listen to?
Professional media is valued in the same way as
private blogs.
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(change tires on your car)
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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
1999
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The long tail
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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
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User-created!Profitable!
Bungy jump – the insurance
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Agenda
Web trends
Web strategy and social media
SEO and viral marketing
The long tail of social media
www.vimeo.com
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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/
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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?
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The Company
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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?
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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?
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Web communication 2.0
news
blogs
social media
web services
web
com
mun
icat
ion
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Where do we want to go?
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Are they talking about your company?Do they have good ideas?
Are they active insocial media?
Are you in?
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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...”
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The ignorant firewall...
Corporate Censorship: Half of Employers block Facebook
Behavioral rules on Second Life
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What value can
social media
bring companies?
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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
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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.
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Dove
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
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Summary
Social applications on the internet are a
goldmine for Corporate Storytelling.
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Project blogs
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GM
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H&M
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Use your community!
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IHT Arla
1. Web services, not websites
2. Connect people3. Make your
content portable, don’t lock it down
The decentralisedwebsite
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Agenda
Web trends
Web strategy and social media
SEO and viral marketing
The long tail of social media
www.vimeo.com
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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
1993
1990
19941995
1997
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SERP
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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.
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SEO – the tools
TitleHeadingsLinksContentOther aspects (permalinks, age…)
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SEO
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.
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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.
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The story
330 words
(SEO is always dirty)
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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
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Most read article?
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Media linking to blogs
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RSS feeds /
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Google blog search
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Twingly
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Knuff
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Statistics – referring sites
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Statistics – keywords
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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?
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Right here
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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.
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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”
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You cannever
un-Googleyourself
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Onlinediscussions
Initiated decisions are taken somewhere else, before you come to the corporate web
blogs
wikis
social networks
podcasts
user forums
artificial brandingcorporate-speak
tagging
user films
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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.
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Going viral on Youtube
Mobile phone popcorn? Will it blend?
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John Edwards – Feeling Prettyhttp://www.youtube.com/watch?v=2AE847UXu3Q
John Edwards – Hairhttp://www.youtube.com/watch?v=Y1qG6m9SnWI
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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
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With great power comes great responsibility…
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Respond!
A good user experience A story to tell Positive feedback Reasons to evaluate / measure Engagement / Commitment
Quick reactions give
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Short timelinesSkilled web team
Clear planningConcise documentation
information aboutthe user change / reaction
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Mitt gäng
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Agenda
Web trends
Web strategy and social media
SEO and viral marketing
The long tail of social media
www.vimeo.com
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ok, what is the long tail?80/20-rule, Pareto Principle, the law of the vital few, principle of factor sparcity
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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
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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
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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
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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
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communicating? why aren’t they watching TV?
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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
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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
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http://current.com/items/77385841_computer_nerd_auction
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do I really have to care?
36%
32%
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
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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
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hmmm, we’re ahead in the west... Asia’s slipping?
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look again
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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
83%
79%
68%
63%
57%
55%
52%
46%
45%
39%
39%
34%
McCannSocial Media Tracker, Wave 3, March 2008
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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
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close contacts
acquaintances
”old” contacts
no relationbut how many friends can one person have?
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how long is a piece of string?
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but I can’t take it all in...in
form
atio
n w
e ar
e be
ing
susc
epte
d to
tid
our brain’s ability to handle information
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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...
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ok ok, but what does social media have to do with the long tail?
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people
reac
h
reac
h
social networks
how many contacts does each person have?
how many members does each network have?
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0
100
200
300
400
500
600
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)
Num
ber o
f con
tact
s
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reac
h
social network
myspace
orkut
golf link
GC websitePeter’s blog
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reac
h
social network
identification
belonging
commitment
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reac
h
social network
leve
l of p
artic
ipat
ion
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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?
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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
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what? an IKEA for social networks?
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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.
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customer service network: getsatisfaction.com
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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
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social media aggregator and directory
upload video and podcasts (South Africa)
a web app that maps SMS reports of violence by location
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marketing 2.0 – how many bubbles are there?
Listen. Understand.Dive in.Blow your own horn.Discuss.Participate.Share.Control.Inspire.Influence.Engage.
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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
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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
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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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Copyright © 2005 by XLENT
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means - electronic, mechanical, photocopying, recording, or otherwise - without the permission of XLENT.
This document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion.
thank you
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Internet everywhere