Brand+Blogging+101+-+Your+Guide+to+Brand+Blogging

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					Welcome

• While waiting for the show to start, do this... • 1. Grab a marker pen and three post-it notes • 2. Write a word on each post-it describing your vocation and your traits (writer?, an artist?, a photographer?, an anarchist? An Oprah fan? a dog-lover?) • 3. Stick the post-it notes visibly on

yourself

Brand Blogging 101

Writing for the Internet

The blogosphere: Your New Universe

Bubble 2.0?

•Setting up a Web 2.0 blog ...an increasing number of companies have come to see them [blogs] as the next great public relations vehicle—a way for executives to demonstrate their casual, interactive side.' More PR Than No-HoldsBarred on Bosses, Corporate Blogs - Amy Joyce, Staff Writer, Washington Post, Saturday March 19, 2005

Agenda

How did these blogs become “A” blogs?

Brand Blogging 101

Branded Content Niches Politics = TPM, Daily Kos Celebrity Gossip = Gawker Tech = Engadget

The “A-List of Blegos”

Brand Blogging 101

Using Web 2.0 Media (the blogosphere) to market your writing, photography and other creative or artistic work

Brand Blogging 101

Action plans, tips and strategies for not only getting your freelance work seen online, but marketed (linked to, connected with and reinforced) by utilizing new Web 2.0 media vehicles

Writing for the Internet

•Who WE are…

We are the long tail

Who We Are We are Marketers
Content Developers -Copywriters -Writers -Authors -Bloggers -Publishers -Public Relations Professionals Creatives Photographers Designers Web Designers Artists Evangelists

Who We Are We are Marketers COLONIZING THE BLOGOSPHERE We are voyagers on the star ship enterprise set out to explore the blogosphere to colonize and propagate our ideas, our writing, our photography.

Who We Are OUR PROBLEMS
-freelance writer turned down from the New York Times for that article idea -book writer turned down by a publishing agent -Op/Ed opinion letter writer said no to by Variety's Opinion & Editorial pages -copywriter whose direct mail messages were declined by the client -a well-known photographer whose work isn't being purchased by magazines

Who We Are OUR GOAL
Ideal scenario: Starting a company in a spare bedroom, outsourcing programming to some low wage foreign company, getting content from users and then having users organize the content by tagging, pocketing money from Google by placing ads on the site and finally selling your company to Yahoo.

Writing for the Internet

•Why WE are here today in this seminar…

A blog is not a noun, it‘s a verb

•Why did we come here today?

To build a Web 2.0 strategy by...... 1. developing sell-able content or creative 2. putting up a blog (the center or our new universe) 3. syndicating the blog/drive traffic to it 4. monetizing the blog (get an ROI from advertisers, consumers)

We Are Here to Improve This Model

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Our Web Strategy

blogging

+

strategy

=

fame money

ROI = Return On Investment (the core of brand blogging)

Our Web Strategy

blogging

+

strategy

=

fame money

ROB = Return On Blogging (the core of brand blogging)

Our Web Strategy

What is our personal investment ? -time -effort -opportunity costs

Our Web Strategy

Our ROI & ROB = -sell our work - (sales leads) -fame – become known as expert for something -income – make some extra money

Brand Blogging 101

The blog is the center of our new universe Our blog is our marketing tool to advance our careers

Brand Blogging 101

The blog is the center of our new universe Our blog is our marketing tool to advance our careers

Brand Blogging 101

We develop online relationships in the blogosphere to continually drive traffic to our blog, the center of our new universe

Brand Blogging 101

We want to be here

We are here

We develop online relationships in the blogosphere to continually drive traffic to our blog, the center of our new universe

Brand Blogging 101

We want to be here

We are here

The A List is teensy, the B list is bigger, and the C-list is simply massive. In the blogosphere, the biggest audiences – and the ad revenue they bring – go to a small elite few. Most bloggers toil in total obscurity. -Clive Thompson “The Blog Establishment” New Yorker

BRAND BLOGGING 101

Writing for the Internet

•Questions we will answer today:

Brand Blogging 101
•What is the blogosphere and Web 2.0? •How is blogging and Web 2.0 different than traditional “paid” online media?

•Why did I come here today? •How am I going to use Web 2.0? How much will it cost me?
•What are the pros of blogging? The cons?

•What are some low-cost strategies and ideas to market my creative work?

Brand Blogging 101
•What are the 10 keys to setting up a blog that sells? •What can Web 2.0 do for me?

•How can I develop a Web 2.0 strategy for myself?
•What is a Web 2.0 strategy? Is it a “blog business model”?

•How can I use paid and earned media to promote my blog and my brand?

Brand Blogging 101 •How do I design my blog to present my work well and keep my visitors coming back for more? •How can I drive my content, photography or video deep into the blogosphere?
•What is the blogosphere, exactly?

•How can I create content that drives conversation?
•How do I start a „virtual community‟?

Brand Blogging 101 •How can I monitor what people are saying about me and my work in the blogosphere? •What is tagging? How can tagging be branding?
•How do I measure the viewership of my blog?

•How can I monetize my blog content or photography (e.g. sell my traffic to advertisers)?
•How can I make my blog into a book or business model?

Brand Blogging 101 •What are the best ways to build blog traffic quickly? •How can I increase interest in my creative work, photography or service, and improve my bottom-line results? (I want sales leads!)

Writing for the Internet

•What is a brand?

•What is a brand?
•brand Audio pronunciation of "brand" ( P ) Pronunciation Key (brnd)

•n. 1. A trademark or distinctive name identifying a product or a manufacturer.
• 2. A product line so identified: a popular brand of soap. A copyrighted, controlled label. • 3. A mark indicating identity or ownership, burned on the hide of an animal with a hot iron.

• 4. A consistent message people want to come back to and have a relationship with.

Our 2.0 Strategy

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•Why Brand Blogging?
•Why brand and blog?
•The Old Web was about paid media and one-way brand message control. Web 2.0 is about participation and true interactive dialogue.

•Web 2.0/blogs now allow people to engage with you. Thus we will take advantage of the blogosphere to engage with other using the blog vehicle to syndicate our work online. But, we also attempt to brand our work (claim ownership of our work, get credit for it, obtain an ROL). Thus,

we Brand Blog

•Why Brand Blogging?
•Brand Blogging -Brand blogging is using paid and earned media to market your creative work online using Web 2.0 media vehicles

-Brand blogging is about keeping your earned and paid media efforts consistent with each other

•Why Brand Blogging Is Important?
•Marketing has moved from push to pull •In a pull marketing environment, branded content and consistent messaging becomes more important

Writing for the Internet

•Paid Vs. Earned Media

Writing for the Internet

•Monetizing Your Blog = Paid Media

PAID MEDIA

•Paid Vs. Earned Media
Paid Media (immediate, cost effective) SEM = Search Engine Marketing

Banner Advertising (Brand Advertising)

Earned Media (cheap, time consuming) Blogging, Web 2.0 media vehicles
SEO = Search Engine Optimization

Social Networking
Public Relations

Our 2.0 Strategy

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•Search Engine Marketing

Every time you type a search query into Google, what's happening under the hood is the equivalent of a massive polling operation to see which other sites people on the Web have deemed most relevant to that term.

•Search Engine Marketing

Google AdSense fro Content- logged into a web based console and the system helped me pick the types of ads I wanted to display and even helped generate the code to insert into my pages so the ads matched the same font and background color of the site. All in all it took me about 15 minutes to sign in, generate the code and paste it onto my page template. Now, every page on this site has Google Ads displayed. And the great part is the ads are related to the content of the pages.

Who We Are

•Monetizing Your Blog Traffic

•Search Engine Marketing

Google AdSense for Search- Google search box which you'd place on your site that searches Google and returns Google results. For these searches you can earn money as well. Google even allows you to customize the search box by changing the colors to match your site and even insert your own logo if you'd like. Then, when you've added this feature to your site, your visitors will be able to search Google or search your site and, as I mentioned, if they select an ad you get a cut of that money. You can even find out what phrases people were searching for.

•Search Engine Marketing

Google AdWords

•Monetizing Your Blog Traffic for Brands

Advertising Rates Gawker Daily Kos Instapundit
TPM

Page Views 200,000

CPM $6-$10

Annual Income $1M-$2M

Inbound Links 4,760 11,182 6,513

150,000

$5

Huffington Post Your Blog

$10-$30

•Ad Sales Media Pricing

CPM = COST PER THOUSAND = Favorite of Brand Advertisers
CPC = COST PER CLICK = Favorite or Search Engine Marketers and Media Planners CPA = COST PER ACQUISITION = Favorite of

Direct Marketers/Direct Response

It‘s not just for the fun of it
There are lots of ways to make money: • Yahoo! • Google • Amazon • eBay • IndustryBrains • Kanoodle

Blog Ad Networks
BlogAds The Liberal Blog Ad Network

Advertisers Seek Targeted Information Seekers

Advertisers Seek Targeted Information Seekers
Advertisers seek:
-niche content -good writing -a community

Advertisers Seek Targeted Information Seekers
Advertisers seek:
-niche content -good writing -a community

Writing for the Internet

•Monetizing Your Blog Traffic

Writing for the Internet

•Blogging = Earned Media

EARNED MEDIA

Writing for the Internet

•The Old Web: Web 1.0

The Old Web

The old web was a static and controlled environment for marketers -brochure wear -oneway marketing

Setting Up Your Blog

.

1. What is the Strategy?
What is your homepage Objective? What message do you want to send ? Is your objective being accomplished? Is your message getting across? How? Why? Why Not?

2. Instead of just being an informational site.

Attempt to make an appeal or connection with patients AND Healthcare Professionals. Tell an individuals story, use a spokesperson (Does not have to be well known or famous) often a common person who can tell a success story is encouraging to fellow patients.) Important to present a positive message. For Example with images: John: Bipolar for 2 Years. "Depakote has helped me manage my Bipolar condition for over 3 years. Cory: "I have epilepsy. But, Depakote has helped me and I'm doing a lot better in school. "

Depakote Homepage
4. Watch text sizes - this text is only a size 7!!!
Recommendation is size 11!!! Do individuals with migraines want to strain to read content? * Note: Changing the text size in the browser does not affect the size of these navigation elements which is why it is important that they are easily readable.

5. Brief descriptions of each
condition on the homepage could be useful for information seekers who may not be aware of what each condition is. Many people are aware of what migraines are. Less may know about Bipolar disorder.

6. There is a challenge in faciliting 3 conditions
with one page with a patient section and HCP section. By breaking these sections apart, the sensitivity to each condition would increase significantly.

3. Usage of these images is not totally clear:
Man - Woman - Child - Is this a family? or 1. Choice of these images is not totally clear: Are clear:- Woman - Child - Is this to family? males Man especially susceptible a bipolar? Children -especially susceptible to a family? Man Woman - Child - Is this epilepsy? or Womanmales especially susceptible to bipolar? or especially susceptible to migraines? Are Children especially susceptible to epilepsy? Are Woman especially susceptible to migraines? these individuals suffering from the conditions they are classified under? There is no content stating that, nor do their images appear infrom the Are these individuals suffering subsections of the related microsites. are classified under? There is no conditions they content stating that and their images do not * There arein subsections ofto larger audiences appear ways to speak the related microsites. such as through illustrated graphic work or photos of diverse groups of people. All techniques to help create a more "sensitive voice."

9. A global search function might be helpful to patients or
healthcare professionals looking for specific targeted information.

8. Legal Tender is not easily legible
because of light color against the white background. All content should be easily accessible and readable.

7. Redundant Nav at bottom of
page could be of help in case of scrolling to the bottom of a page or in the rare case of text browsing. Client / Project name: Depakote Created by: Erick Gaston, Last modified: Jul 7, 2005

Writing for the Internet

•The New Web = The Blogosphere = Web 2.0 = The New Frontier

The New Web

•The Web 2.0 brand
•In Web 2.0, the definition of a brand changes. A brand needs a Web 2.0 strategy to survive online in the new Web 2.0 world.

•1 way marketing ===>>>>
•2 way marketing

•===>>>><<<<=====

• Web 2.0 is the Web as platform. The Web is no longer limited to the PC platform. • The term "Web 2.0" refers to what some people see as a second phase of development of the World Wide Web, including its architecture and its applications.
• A social phenomenon referring to an approach to creating and distributing Web content itself, characterized by open communication, decentralization of authority, freedom to share and reuse.

Writing for the Internet

The Web 2.0 Marketing Opportunity To Boldly Go Where No Marketer Has Gone Before

Brand Blogging 101

The blog is the center of our new universe

Brand Blogging 101

We develop online linking relationships with other blogs to drive incoming Web traffic to our blog, the center of our new universe

What is Web 2.0
• You can visualize Web 2.0 as a set of principles and practices that tie together a veritable solar system of sites that demonstrate some or all of those principles, at a varying distance from that core. • Web 2.0 is a term often applied to a perceived ongoing transition of the World Wide Web from a collection of websites to a full-fledged computing platform serving web applications to end users.
• Ultimately Web 2.0 services are expected to replace desktop computing applications for many purposes.

Web 2.0 = Two-Way Brand Marketing
 “The network as a platform”: Tim O’Reilly  “An architecture of participation”: Tim O’Reilly  Computing platform, social phenomenon, and economic boom: Wikipedia
 “Web 1.0 was commerce, Web 2.0 is people”: Ross Mayfield  “It’s like your brain on LSD”: The Register

Blogging: Most Recognized Example of Web 2.0

The blog is our launch pad

Differences Between Web 1.0 and 2.0
Web 1.0 Web 2.0

Governance Communications

Top down People talk to machines

Bottom up Machines talk to machines People talk to people

Information discovery Information retrieval Information aggregation

Search, browse Transactional Portals, commercial aggregators

Publish and subscribe Relationships Micro-aggregation

Differences Between Web 1.0 and 2.0
Web 1.0 Web 2.0

Marketing, selling

Push, contextual

Conversational, viral, personal

Content control

Publishers, aggregators

Content authors

Content structure

Documents, pages

Tagged objects

Applications

Closed, proprietary

Open, standards-based

Technology

HTML, Solaris, Oracle DB, WebLogic, SQL

Ajax, RSS, MySQL, LAMP, PHP, XML, Xquery

Web 2.0 Is an Evolutionary Stage

Source: www.talkorigins.org

Why Web 2.0 Is Happening
Convergence of individual traits, social and technological forces

Web 2.0

Cycles of Disruptive Technologies
Ajax

2005 2003 Web services
<XML/> The Web

2000
1996

Online Databases

CD-ROM

1991

1982 1544 1972

Web as a Platform

Helping each other buy things

Organizing ways to get together

Sharing opinions with each other

Rating each other

Web 1.0 Vs Web 2.0
DoubleClick
Ofoto

Google AdSense
Flickr

Akamai Mp3.com Britannica Online Personal Websites eVite Domain Name Speculation

BitTorrent Napster Wikipedia Blogs Upcoming.org/EVDB Search Engine Optimization

Web 1.0 Vs Web 2.0
Page Views Screen Scraping Publishing Content Management Systems Directories (taxonomy) Stickiness Cost per Click Web Services Participation Wiki/Twiki Tagging (Folksonomy) Syndication

Web 2.0 Will Mean Changes for Marketers
• More users are connecting to each other and content through networked, peer-driven activities & content – Linkedin now has service referrals as part of their package – ―Non-compliant‖ content won‘t fit into the flow as readily • Web 2.0 is truly two-way – Marketers need to be very willing to ―listen‖ and ―receive information‖ more than to just broadcast it • User-generated content may be more valuable to users than your content (are you allowing your users the opportunity to generate their own content?) • Adoption and ROI will drive investments in online advertising

Fame? Money? Traffic? Ad dollars?

Everyone Owns Web 2.0
 The Web of relationships
 The “publish and subscribe” Web  Personal knowledge networks

 The Web of empowerment
 Everyone gets to play  No one owns it; everyone owns it

 The Web as a platform
 Platform for open, standards-based applications

 Platform for new development and mash-ups

Everyone Owns Web 2.0  Q: If everyone owns it, how do we monetize it?  A: We brand blog. (We tag everything and drive  traffic back to our blog.)

Web 2.0's Great Idea
The test of innovation lies not in its novelty, its scientific content, or its cleverness.It lies in its success in the marketplace. - Peter Drucker

A Whole Bunch of New Jargon to Learn
Blogs
Ajax

Ontologies Ruby on Rails

Wikis Ruby

P2P

OWL
V-casting

SAML

Podcasting

UDDI Blogosphere
RDF

Atom Splog

RSS

Flex XML

SOAP

Concept mapping SOA LAMP Mash-ups Topic maps PHP

WSDL Re-mix

REST

Folksonomies

The Rich User Experience

• • • • •

Get Me to ―Stuff‖ That I Want Link Me to Other ―Stuff‖ I Might Want Don‘t Tell Me How to Find It Let Me Decide How to Use It And Let‘s Be Quick About It, Please

Bias of Web 2.0
• Bias Towards an Intelligent User
– Specific Information Goal – Knowledge of Where to Start – Specific Fulfilment Outcomes

• Bias Also Towards ―Current‖ Users
– Expected Level of Sophistication – Expected Level of Vocabulary – Cultural Expectations

•What is the blogosphere and Web 2.0?

Brand Blogging 101 •How is blogging and Web 2.0 different than traditional “paid” online media? •Why did I come here today? •How am I going to use Web 2.0? How much will it cost me? •What are the pros of blogging? The cons? •What are some low-cost strategies and ideas to market my creative work?

User Experience & Brand Integration
• As websites and blogs move closer together, recent Craigslist Job Description: • Desired skills: JavaScript, DHTML, CSS, XML, DOM manipulation, and AJAX style communication. A strong interest in and understanding of human-computer interaction is a plus. • We are looking for someone with a passion for building innovative user interfaces and great user experiences.

Writing for the Internet

Web 2.0

Today anyone can become an ―amateur journalist,‖ or ―media generating consumer‖ thanks to: •Widespread broadband Internet access and the proliferation of the desktop and wireless PC •New advertising paradigms •Cheap, easy-to-use online publishing tools (blogger.com) •Distribution channels, such as RSS •Mobile devices, such as camera-phones provide visuals
to go along with content

Web 2.0

•Marketing •Syndicating •Accessibility •Idea Propagation •Building Conversations •Sharing •Affiliating

Web 2.0

Changing rules and evolving business models, using the Web as platform; data as the driving force; network effects created by an architecture of participation, innovation in assembly of systems and sites composed by pulling together features from distributed, independent developers (a kind of "open source" development); lightweight business models enabled by content and service syndication; the end of the software adoption cycle ("the perpetual beta"); software above the level of a single device, leveraging the power of the long tail and the semantic Web.

Writing for the Internet

•Web 2.0 is Different

•Interactivity: brand becomes truly interactive •Trust Creation: personal human voice creates trust/can overcome Big Company bias/distrustfulness •Audience Engagement: more thoughtful communications, enables 2-way communications •Research Gathering: gather better intelligence on brand identity, products, etc. •Build Support: in advance of problems, biggest defenders cult of personality – pro/con •Information Dissemination: better way to disseminate info than email

Benefits to connecting people via Web 2.0

• collective intelligence - collaborative • transparent - instant gratification • non-hierarchical - democratic • potential for passion - ownership • open to public - real recognition • permanence - searchable resource

•Web 2.0 is Different
Risks of Blogging and why ―Brand Blogging‖ is so important:

•Copyright Infringement: Media could take blogging out of context and reuse your work •Public/Non Public Info: Special issues for public companies/potential for some scrutiny from investment community •Negativity: Readers may disagree with blog postings and express/spread negative sentiment publicly as a result •Transparency: obfuscation and downright lies are always found out and bloggers love to expose them

Brand Blogging 101

Web As Collective Intelligence
• Hyperlinking and syndicating is the foundation of the new web. • The central principle behind the success of the giants born in the Web 1.0 era who have survived to lead the Web 2.0 era appears to be this, that they have embraced the power of the web to harness collective intelligence.

Web 2.0 Daily Operated
• So fundamental is the shift from software as artifact to software as service that the software will cease to perform unless it is maintained on a daily basis.

Everyone Is Inputting
• Users must be treated as codevelopers. • It's no accident that services such as Gmail, Google Maps, Flickr, del.icio.us, and the like may be expected to bear a "Beta" logo for years at a time – everyone is inputting.

Writing for the Internet

•Setting up a blog in a Web 2.0 world

Our War Room: •Web 2.0 is Different The Star Ship Enterprise Bridge
•So, if this is the Blogosphere, how are we going to use it tour advantage? HOW ARE WE GOING TO NAVIGATE IN THE BLOGOSPHERE? •With these TOOLS.....

Our 2.0 Strategy

Developing our 2.0 Strategy

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“My audience is people who hate their jobs” -Nick Denton, Gawker

2.0 Strategy Space
Users

Peers

The most successful plays will generate economies along all three dimensions.
Microchunks

Network

Revenue Streams
• Ads
– Contextual ads, microads (RSS), etc
• Google,

•

Brands
– Community as branding channel
• MySpace, SecondLife, Facebook

•

Peer Production (Virtual)
– Play for free, pay for cool stuff
• Habbo, SecondLife

•

Peer Production (Physical)
– Leveraging peer producers
• Zazzle, threadless

• •

Transactions
• eBay, SideStep, Indeed, LinkedIn

Enterprise subsidizes consumer
– Enterprise customers pay, consumers don‘t
• Skype, Technorati, Facebook

Edge Competences
• What do players who realize 2.0 economies have in common?
– Edge competences
• Outward facing competences at the edges of the value chain
– – – – Focused on networking resources at the edges With as little mediation as possible To rapidly unlock value through complementarity gains Making niches smaller and smaller, and easier and easier to find and access for competitors and complementors – EG PayPal, AdWords, Amazon reviews, Last.fm (Audioscrobbler)

• Not inward facing core competences
– Focused on gaining cheap access to/building barriers around scarce edge resources by monopolizing the core – To control value by controlling shelf/screen/spectrum space, marketing, billing relationships, etc – Making niches bigger and bigger, and harder and harder to access for competitors and complementors – EG Publishers: ‗How can I choose the ‗best‘ book/game/article/journal?‘

Edge Competences
• What do models that realize 2.0 economies have in common?
– Edge competences – All of them create plasticity
• They let prosumers unbundle and rebundle info according to their expectations and preferences hyperefficiently
– EG AdSense/AdWords keywords, Wikipedia articles, blog comments

– Most of them create liquidity
• They enable the aggregation, revelation, & trading of info about consumption – collective intelligence. Making markets of plastic micromedia.
– EG AdWordsAdSenseRSS AdSenseLocation-aware AdSense (?), Amazon reviews, link aggregation

– Many of them create knowledge pools
• They store collective intelligence enabled by liquidity, allowing the community to self-regulate
– EG eBay Feedback Forum, blogosphere

Knowledge Pools
• “…The eBay Feedback Forum illustrates Yhprum’s Law. (Yhprum is Murphy spelled backward.) Systems that shouldn’t work sometimes do. Though buyers have no incentive to leave feedback, half of them do. That fraction raises the spectre of selection bias, and suspicion is raised further because only 1% of feedback is negative. Yet each week hundreds of thousands of items – very few of them assuredly new or standardized --get sold on eBay. This implies that their sellers are trusted.Anecdotal accounts and virtually all studies find an effect of seller’s reputation on the price he receives.” – The Value of Reputation on eBay , Resnick,
Zeckhauser, Swanson and Lockwood @ UMich

– What are the dynamics of eBay‘s Feedback Forum?
• The marginal benefit of the first few positive feedbacks is large, and then decays to zero • The incentive is to be just ‗good enough‘ - bounded by the community‘s aggregate expectations

– The knowledge pool enables self-regulation to emerge frictionlessly
• Diminishing returns to perfect behavior

2.0 Competitive Dynamics

First-Mover Advantage
FIRST-MOVER ADVANTAGE: ONLINE RSS READERS
35% Jul-03 30%

y = 4E+57e

-0.0035x

R2 = 0.8431

25% 20% 15% 10%

01-Nov Oct-04

May-04 5% 0% Market Entry

2.0 economies should make first-mover advantage a dominant strategy in 2.0 markets, since increasing returns dominate. Do we see these dynamics emerging in 2.0 markets? In the RSS market, first movers currently hold an exponential advantage.

Market Share

Value Creation

Value Creation Potential

Market analysis of the Web/Media 2.0 space suggests the future value of the total Web and Media 2.0 market is between 1% and 9% of the current media industry. This value will grow as new entry increases, and as strong exits increase current valuations.

This analysis is in line with the data on Web 2.0 economies presented here. Together, they suggest that expected 5-10x returns for Web 2.0 plays are realistic at the current media market share, and that fully realizing 2.0 exponential-combinatorial 2.0 economies can create orders of magnitude higher value.

Strategy Summary
• Web 2.0 is about extending increasing returns across most media markets
– Vaue shift: traditional media‘s been dominated by diminishing returns – And several new kinds of micromedia

•

By developing edge competences…
– Competences at the edges of atomized value chains
• Plasticity, liquidity, knowledge pools

– Which flow from making networks as unmediated as possible

•

…Which let successful players realize 2.0 scale economies
– Network, viral, and distributed economies of scale
• Increasing returns to users, peers/complements, microchunks

– These economies are significantly stronger than 1.0 economies

•

What makes players dominant?
– Early movers with sustainable low capital intensity… – …Who Integrate across the 2.0 value chain… – …By networking users, peers, and microchunks to realize all three kinds of 2.0 scale economies

Web 2.0: Pushing Out Content

Using the Long Tail

The long tail means that when you offer vast choice, consumers gravitate toward niche products they really want instead of toward mass-market products they sort of want. This, in turn, tends to make consumers happier. So the long tail formula basically goes: More choice equals more happiness.

Using the Long Tail

Using the Long Tail

Liquidity – The Long Tail
AMAZON - NETWORK SCALE ECONOMIES

y = 677.05e 0.0561x R2 = 0.9428

Revenues

Users

Amazon is realizing exponential viral economies which are based on making expectation and preference info liquid, via reviews, ratings, and personalization.

Our Strategy •MOVE FROM C BLOG TO B BLOG TO AN “A BLOG”

Business Models

Writing for the Internet

•Our New Web 2.0 media Vehicles

What's a “Media Vehicle, Robb?

A media vehicle is a medium which carries content, entertainment, or a brand message. Examples of media vehicles include: TV Radio The Internet Newspapers Magazines

Brand Blogging 101

The blog is the center of our new universe

Brand Blogging 101

We develop online reciprocal linking relationships to drive incoming Web traffic to our blog, the center of our new universe

Web 2.0 Explosion

Source: http://www.flickr.com/photos/stabilo-boss/93136022/

Our Web 2.0 Marketing Tools Blog: Bookmarks:
Images:

Wiki: Podcasting: Reading: Social Network:

Who We Are

•Our Tools

Who We Are
•Content Syndication: •Technorati •Delicious
•iTunes

•Our Tools

Google AdSense Google AdWords
FeedBurner

Digg Slashdot
FeedBlitz

•Photography Syndication: •Flickr
•Video Syndication •YouTube Google Video

Google Images

III. What Is A Blog?

Title

Category
Content

III. What Is A Blog?

Who We Are

•Design

Use blog design to your advantage -consider ad placement

Writing for the Internet

•Keys to a Winning Web 2.0 Blog

Implementing Our 2.0 Strategy

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Writing for the Internet

Writing for Web 2.0

Keys to a successful Web 2.0 blog

-Post Frequently: determine frequency of postings -at minimum twice weekly
-Make an Editorial Calendar: develop a monthly quarterly content calendar -similar to decal w/various story ideas -Agree upon content mechanics -Stick to a Consistent Style/Voice: Agree upon blog style/voice -friendly, witty, candid, intelligent, humble -word limits, artwork, cross-linking minimums,

Writing for Web 2.0
Blog writing web 2.0 style

-informal -emphasis on ‗voice‘ -many approaches: -short, punchy -lots of links -longer, thoughtful analysis -use of images, audio, video Use what works for you

Writing for the Internet

•PR 2.0 – Issue a Press Release

•PR 2.0 •The key to becoming famous in the blogoshpere: ―The good news is that it‘s still possible to create a top-ranked blog,‖ says Shirky. ―The bad news is, the way to get into the top ten now seems to be public relations.‖ Just posting witty entries and hoping for traffic won‘t do it. You have to actively seek out attention from the press. ―That‘s how they‘re jump-starting the links structure. It‘s not organic.‖ Indeed, when Huffington announced her venture and her celebrity guests, bloggers grumbled that it weirdly inverted the whole grassroots appeal of blogs. Larry David and Danielle Crittenden are hardly what you‘d call outsiders to mass media.

•Storage Software •The key to becoming famous in the blogoshpere: ―The good news is that it‘s still possible to create a top-ranked blog,‖ says Shirky. ―The bad news is, the way to get into the top ten now seems to be public relations.‖ Just posting witty entries and hoping for traffic won‘t do it. You have to actively seek out attention from the press. ―That‘s how they‘re jump-starting the links structure. It‘s not organic.‖ Indeed, when Huffington announced her venture and her celebrity guests, bloggers grumbled that it weirdly inverted the whole grassroots appeal of blogs. Larry David and Danielle Crittenden are hardly what you‘d call outsiders to mass media.

•PR 2.0 •The key to becoming famous in the blogoshpere: Online users gaining editorial control

Digg: Sharing news with each other, rating it

Gabbr: Sharing news with each other, rating it

Your own readers should start to look like you
– – – – Producing targeted content Creating communities Selling advertising Liking to you and driving traffic to you

Our Web 2.0 Strategy

Build Community Colonize the Blogosphere •Converse with a community and contribute to it •You get what you give. You will get back what you give

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

Writing for the Internet

•Widgets

Widgets
Widgets

Widgets
Widgets

Writing for the Internet

•Social Networking

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

Social Networks Connect Users into Communities of Trust (or interests)

Social Networks Connect Users into Communities of Trust (or interests)

myspace

MySpace now has 25 million users

Social Networks Connect Users into Communities of Trust (or interests)

Social Networks Connect Users into Communities of Trust (or interests)

Social Networks Connect Users into Communities of Trust (or interests)

Writing for the Internet

•Keys to Developing Web 2.0 Online Community

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

Writing for the Internet•Developing Online Conversations

•Building Community You’ve got a fantastic blog. The design is beautiful, the content rich and relevant. But your stats are showing that only three people have visited since last July. What can you do?

Permalinks, Trackbacks, Comments
Permalinks, trackbacks & comments

Permalink: direct URL to Post (others will use this to link to specific posts vs. entire blog)
Trackback: Special URL used to ping a post when someone else references it

Comments: usually include links back to person‘s blog

Permalinks, Trackbacks, Comments
Permalinks, trackbacks & comments

•The pros and cons of comment systems (Seth Godin's Blog) •Nasty posts •Takes time
•Trackbacks and Pingbacks can rapidly extend your blog’s reach •Links, trackbacks, pings market your blog

Providing Feedback Mechanisms
– Comments – Direct feedback from visitors – Linkbacks – Links from one post to another site‘s post – Rating Systems– evaluate contributions, content, user-reliability

The Value of Tagging
This is a tag cloud

Using ―the Semantic Web‖
The Semantic Web is a project that intends to create a universal medium for information exchange by giving meaning, in a manner understandable by machines, to the content of documents on the Web.

Viral Economies
MICROMEDIA - VIRAL ECONOMIES
y = 1.0725e 0.0002x R2 = 0.9238

Revenues

Comments

The relationship between blog comments and revenues reveals exponential scale economies in viral effects – essentially, scale economies to complements (ie, conversation). Permeable boundaries mean users can easily become peers, and produce complements like comments.

Hierarchy Model

Matrix Model

Tagging: it‘s Branding
• A tag is a descriptive name used to categorize online content, such as:
– Blog posts – Website links (http://del.icio.us) – Photos (www.flickr.com)

• Connect to online communities and get found in new ways

Tag: Oil Rig
Hint: Tag your content “OTC” in Flickr

Tagging

•Rivalling SEM, tagging brings you to the top of the search engines, via SEO

Listen to the blogosphere
• Online technologies enable faster feedback and a more strategic understanding of where the market is heading • From a competitive standpoint, Web 2.0 technologies can demonstrate that you care about its products and customers • Share your message faster and more costeffectively than traditional marketing tactics

Who We Are
Are you tagging enough?

Technorati

Who We Are

Our Tools

Taxonomy
• From Greek verb: tassein = "to classify‖ nomos = law, science, "economy" • The science of classifying things • Hierarchical tree-like structure • Requires planning and expertise
• Source: http://en.wikipedia.org/wiki/Taxonomy

Taxonomy
Dewey Decimal System: Religion

Buddhism?

… 292 Classical (Greek & Roman) 293 Germanic religion 294 Religions of Indic origin 295 Zoroastrianism 296 Judaism 297 Islam & religions originating in it 298 Not assigned or no longer used 299 Other religions …
Source: htp://www.mattmcalister.com

Dewey Decimal System: ―Religion”
• 200 Religion • 201 Philosophy of Christianity 202 Miscellany of Christianity 203 Dictionaries of Christianity 204 Special topics 205 Serial publications of Christianity 206 Organizations of Christianity 207 Education, research in Christianity 208 Kinds of persons in Christianity 209 History & geography of Christianity 210 Natural theology 211 Concepts of God 212 Existence, attributes of God 213 Creation 214 Theodicy 215 Science & religion 216 Good & evil 217 Not assigned or no longer used 218 Humankind 219 Not assigned or no longer used 220 Bible 221 Old Testament 222 Historical books of Old Testament 223 Poetic books of Old Testament 224 Prophetic books of Old Testament 225 New Testament 226 Gospels & Acts 227 Epistles 228 Revelation (Apocalypse) 229 Apocrypha & pseudepigrapha 230 Christian theology 231 God 231 God 232 Jesus Christ & his family 233 Humankind 234 Salvation (Soteriology) & grace 235 Spiritual beings 236 Eschatology 237 Not assigned or no longer used 238 Creeds & catechisms 239 Apologetics & polemics 240 Christian moral & devotional theology 241 Moral theology 242 Devotional literature 243 Evangelistic writings for individuals 244 Not assigned or no longer used 245 Texts of hymns 246 Use of art in Christianity 247 Church furnishings & articles 248 Christian experience, practice, life 249 Christian observances in family life 250 Christian orders & local church 251 Preaching (Homiletics) 252 Texts of sermons 253 Pastoral office (Pastoral theology) 254 Parish government & administration 255 Religious congregations & orders 256 Not assigned or no longer used 257 Not assigned or no longer used 258 Not assigned or no longer used 259 Activities of the local church 260 Christian social theology 261 Social theology 262 Ecclesiology • 262 Ecclesiology 263 Times, places of religious observance 264 Public worship 265 Sacraments, other rites & acts 266 Missions 267 Associations for religious work 268 Religious education 269 Spiritual renewal 270 Christian church history 271 Religious orders in church history 272 Persecutions in church history 273 Heresies in church history 274 Christian church in Europe 275 Christian church in Asia 276 Christian church in Africa 277 Christian church in North America 278 Christian church in South America 279 Christian church in other areas 280 Christian denominations & sects 281 Early church & Eastern churches 282 Roman Catholic Church 283 Anglican churches 284 Protestants of Continental origin 285 Presbyterian, Reformed, Congregational 286 Baptist, Disciples of Christ, Adventist 287 Methodist & related churches 288 Not assigned or no longer used 289 Other denominations & sects 290 Other & comparative religions 291 Comparative religion 292 Classical (Greek & Roman) religion 293 Germanic religion 294 Religions of Indic origin 295 Zoroastrianism (Mazdaism, Parseeism) 296 Judaism 297 Islam & religions originating in it 298 Not assigned or no longer used 299 Other religions

296 Judaism 297 Islam & religions originating in it

? Buddhism

Folksonomy

Source: http://www.librarything.com/tagcloud.php

Tags bridge the gap between structure and meaning

And they become social fabric: great opportunity for brands

Del.icio.us is an Example of a Site that Uses a ―Folksonomy‖ to Organize Bookmarks
Tags: Descriptive words applied by users to links. Tags are searchable My Tags: Words I’ve used to describe links in a way that makes sense to me

A ―folksonomy‖ is a spontaneous, collaborative work to categorize links by a community of users. Users take control of organize the content together.

Who We Are

Delicious

Social Bookmarking

Who We Are

Delicious

Brand Blogging 101

Writing for the Internet

•Content Aggregators (RSS Feed Readers & Start Pages)

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

Text

Based on Dion’s RSS illustration at http://www.flickr.com/photos/dionh/62142614/

Writing for the Internet

Writing for the Internet

Start Pages

Writing for the Internet

Content Aggregators

-Target the right influencers -Mine discussion groups and customer blogs -Manufacture conversations and “coolness”? -Secrecy and exclusivity

News Aggregation

Source: http://newsgator.com/home.aspx

Writing for the Internet

Content Aggregator’

Feedburner

Writing for the Internet

•Email Newsletters: publish and subscribe

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

Writing for the Internet

Email Newsletters

•coolness”?  How do secrecy and exclusivity fit in?

Writing for the Internet

Email Newsletters

Writing for the Internet

•Keys to Web 2.0 RSS

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

What is RSS: Real Simple Syndication

A blog publishing standard -big media use RSS to distribute stories -newswires, IDG, Ziff Davis, CMP RSS is simply a new way to publish news in what‘s called ―feeds‖ –Akin to the old wire service feeds Big Media and blogs are using RSS to distribute stories/summaries/alerts

RSS
• RSS is the most significant advance in the fundamental architecture of the web
• RSS allows someone to link not just to a page, but to subscribe to it, with notification every time that page changes. People call this the "live web".

• RSS is now being used to push not just notices of new blog entries, but also all kinds of data updates, including stock quotes, weather data, and photo availability.

RSS
• RSS is the most significant advance in the fundamental architecture of the web since early hackers realized that CGI could be used to create database-backed websites.
• RSS allows someone to link not just to a page, but to subscribe to it, with notification every time that page changes. People call this the "live web".

• RSS is now being used to push not just notices of new blog entries, but also all kinds of data updates, including stock quotes, weather data, and photo availability.

Source: http://www.bloglines.com/public/kevinlim

A new way of receiving content…

RSS Examples

RSS Reader Examples

RSS Examples

•RSS Feeds

Writing for the Internet

•Keys to Web 2.0 Photography Syndication

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

Text

http://www.flickr.com/photos/krazydad/4921613/in/set-95771/

Mosaic made from images matching the tag “mona” or “lisa”.

10% Mona 90% Lisa

Writing for the Internet

•Photography

•-Flickr = 2.5 million member community members •Upload pictures to Hello and Flickr •Integrate Hello and Flickr pictures into your new weblog
•Publicize your new weblog

Writing for the Internet

•Photography

•Flickr is basis of “Life Takes Visa” Campaign

Writing for the Internet

•Photography

•Flickr is basis of “Life Takes Visa” Campaign

Who We Are

•Photography

Flickr: a social network for sharing photos

Flickr shows me photos from my network

Flickr combines a social network with user generated content. Users can work together to collaborate on photo projects and use each others‘ tags to find new photos. Flickr also has an API for web services to integrate photo collections with blogs and other apps.

Flickr: a social network for sharing photos

Achtung Artists! Flickr Portfolio. No attachments. Make Sets. Create a Flickr Clip Book or Portfolio. Public or Private. Tagged and Browseable.

Flickr: a social network for sharing photos

My contacts “tags” are available to me

Photography Folksonomy
how photo tagging works

Photography Folksonomy
public ―gadget‖ photos

Folksonomy
building a semantic web

• Folksonomy = folk + taxonomy • Open, democratic form of

• • •

organization Tags bridge structure and meaning Tags reflect the social fabric ―It‘s like 90% of a ‗proper‘ taxonomy but 10 times simpler‖ (Butterfield, 2004)

Writing for the Internet

•Keys to Web 2.0 Video Syndication

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

•Video Content Syndication

•Video Content Syndication

Viacom is allowing users to play with its content on The N, a new teen channel Web site, to create video montages they can send to their friends.

•Video Content Syndication

-YouTube = 30 million videos viewed Google Video lets people upload videos and sell them Microsoft has a new project called Warhol which will be released this summer.

•Video Content Syndication

Develop extreme content

•Video Content Syndication

Develop extreme content

•Video Content Syndication

Viacom is allowing users to play with its content on The N, a new teen channel Web site, to create video montages they can send to their friends.

Writing for the Internet

•Keys to Monitoring the Blogosphere

Writing for the Internet

•Monitoring the Blogosphere

You can keyword search what being said on blogs using --BlogPulse --Feedster --Technorati -personal publishing or content management system -Technorati tracks over 6 million blogs in Jan 2005

Writing for the Internet

•Blogpulse

Writing for the Internet

•Feedster

Writing for the Internet

•Technorati

Writing for the Internet

•Keys to Measuring Blog Viewership and Traffic

Writing for the Internet

•Measuring Blog Viewership

Measuring your blog Viewership
-You need to monetize (count) your blog traffic to sell it o advertizers -you sell traffic/eyeballs to advertisers) -Desktop applications automate the gathering and analysis of blog, discussion group, and search engine content.

Writing for the Internet

•Measuring Blog Viewership

Writing for the Internet

•Measuring Blog Viewership

Setting Goals and Establishing Metrics
If you‘re trying to obtain sponsorship of a blog by an advertiser, you need to measure your success:

•Measure syndicated feeds -Know buzz measurement tools (Blogpulse, Intelliseek) -Frequency of posting affects traffic -‖Hits‖ matter -Measure inbound links - Technorati -Use feedburner stats -Blogroll links •Pagerank

Writing for the Internet

•Measuring Inbound Links

-Measure inbound links - Technorati
Inbound Links are 80% accurate predictor of traffic

Writing for the Internet

•Blogebrity & Blog Influence

Writing for the Internet

•Page Rank

Get on A list blog roll Send A-lister blog fodder (catch their attention) – your traffic will explode Post relentlessly and often The A list changes fast (cultural winds can drive blogs in and out of favor) Break news, report (have the best content) Gain credibility

Measuring Online PR Efforts

Writing for the Internet

•Mashups

Mash-Ups

Source: www.housingmaps.com

What is a Mashup?
• Mashup (web application hybrid): a website or web application that combines content from more than one source -- Wikipedia

A Simple Content Mashup

A Simple Content Mashup

How did they do this?

Tag data makes mashups easy

Why Content Data Matters
THTHE GOOD • People using your content for personal use • People distributing your content for you • Your content accessible for mashups TTHE BAD • People are interacting with social media tools instead of your site • Your content getting mixed up with other sources

Why User Participation Matters • They create content for you • Your site becomes a destination for groups to form • There‘s no better way to learn what your users want

• If you don’t give them a way to communicate, they’ll go elsewhere

Why play in the Mashup game? • Create more compelling offerings for your users • Get your stuff in front of more people than your competitors • Distribute your revenue model in addition to your content

Explicit description of content

longitude and latitude

road condition summary

Make it relevant to your users

Make it relevant to your users

How do I get mashed up?
• Make your content easy to grab • Markup your content with tags and microformats • If you employ interactivity, expose the programming interface for those tools • Jump start it with your own mashups

Yeah, so what? What‘s the ROI?

• If you don‘t, someone else will take your market opportunity • The costs are minimal • The upside is big time distribution

How do I make the model work? Answer: Incentives all around
1. Mashup artists who use your content must also carry your ads (or sub offers)
– (YPN, AdSense, Amazon Affiliates)

2. Split revenue with your Mashers 3. Everyone gets what they want
– Mashers make money – More users get your content – You make money – Advertisers reach target customers

The arguments against getting connected out there
• I‘ve got other priorities

Make ―winning‖ a priority… it‘s no fun just ―maintaining‖ anyhow

The arguments against getting connected out there
• I‘ve got other priorities • My engineers are working on a new CMS

Again? You really really don‘t need a new CMS. They would have more fun doing mashups, I‘m sure.

The arguments against getting connected out there
• I‘ve got other priorities • My engineers are working on a new CMS • I just need traffic and things will change

Don‘t get caught in that trap. If you connnect with a valuable audience, the money will come.

The arguments against getting connected out there
• I‘ve got other priorities • My engineers are working on a new CMS • I just need traffic and things will change • My content is valuable. I want control over where it appears and who uses it

Learn from the RIAA. Incentivize good behavior because you don‘t have the $$$ to sue everyone.

The arguments against getting connected out there
• I‘ve got other priorities • My engineers are working on a new CMS • I just need traffic and things will change • My content is valuable. I want control over where it appears and who uses it • A competitor might use my content and take my users away

Make them a partner and profit together. They‘ll steal your customers with or without you.

The arguments against getting connected out there
• I‘ve got other priorities • My engineers are working on a new CMS

50% of a big pie can be worth • I just need traffic and things will change of a small more than 100% • My content is valuable. I want control over where it pie.
appears and who uses it • A competitor might use my content and take my users away
• I want advertisers paying me anywhere my content is being used

The arguments against getting connected out there
I‘ve got other priorities Hmmm, a new CMS My engineers are working on good point. Probably not. I just need traffic and things will change My content is valuable. I want control over where it But appears and who uses it you‘d be crazy not to at least and take • A competitor might use my contentdiversify. my users away • I want advertisers paying me anywhere my content is being used • Do you really think I will make more money doing this than selling brand advertising? • • • •

Writing for the Internet

•Podcasting

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

Podcasting

• Podcasts are online feeds of audio files placed on the Internet for subscription
– News – Music – Speeches / presentations

• 10,000 to 20,000 podcasts in cyberspace

TV & Radio

•Podcasting

Here‘s what we learned today
• • • • • • Strategy Strategy Strategy The Goal is to BUILD BUZZ! New tools and trends in web technology Examples of user-generated content Why these trends matter to you How to leverage these tools to your advantage • The power of publicity still lives in a 2.0 world

Writing for the Internet

•Keys to Blog Development

•Keys to setting up a blog •1. “Build it and they will come?” NO! •2. Why not to use journalistic style
•3. Don't just post it, syndicate it! (RSS, Press Release, Email Newsletter)

•4. Post frequently •5. Give to your community •6. Build a “Publish and Subscribe Model”

Our 2.0 Strategy

Flickr Podcasts RSS Feed

Trackbacks

BLOG

Email Newsletter

Widgets

Posts Comments

Brand Blogging 101

•What is the blogosphere and Web 2.0?

•How is blogging and Web 2.0 different than traditional “paid” online media?

•Why did I come here today?

•How am I going to use Web 2.0? How much will it cost me?

•What are the pros of blogging? The cons?

•What are some low-cost strategies and ideas to market my creative work?

Brand Blogging 101
•What are the 10 keys to setting up a blog that sells? •What can Web 2.0 do for me?

•How can I develop a Web 2.0 strategy for myself?
•What is a Web 2.0 strategy? Is it a “blog business model”?

•How can I used paid and earned media to promote my blog?

Writing for the Internet

•Q&A

Brand Blogging 101

Who We Are Now We Are Web 2. 0 Strategists Content Developers -Copywriters -Writers -Authors -Bloggers -Publishers -Public Relations Professionals Creatives Photographers Designers Web Designers Artists Evangelists

Congratulations

• You are now an official • ―Web

2.0 Strategist”


				
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