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Social Media _ Web 2.0

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					Social Media & Web 2.0

Presented by Jordan Holtzman
    Last updated: 8/16/10
            What is Web 2.0?
• People are now using the internet as a social
  medium
  – Networking
  – Making and keeping friends
  – Staying connected
  – Sharing information
  – Communicating moods, desires, dreams, goals
    and just about anything they feel like
                Social Media
• Web properties have enabled Web 2.0




     Is Web 2.0 really any different from Web 1.0?
User Generated Content
User Generated Content
User Generated Content
         The Rise of Social Media
• The need for “Social Efficiency”
• “Social Snacking”: Melding of work and play
• Outgrowth of blogging, e-mail, chat, instant messaging,
  texting, discussion threads
• “The place to be” & pure novelty
• Overcomes lack of web savvy
• Asynchronous communication preferred over synchronous
• The appeal of publishing stardom
• Growth of crowdsourcing: businesses and users
• Bringing predicatable structural to dynamic content
• Insatiable desire for the most current information / reviews
What exactly is it and why do we care?
• “Twitter’s not a substitute for anything we used to do. It’s a combination
  of about 17 things we used to do.”

• “Initially, it may be difficult to see either the personal or commercial value
  of social media.”

• “As increasingly larger communities engage, rich streams of information
  generated become resources in their own right. Data can be queried,
  followed, stored, researched and referenced to provide critical insight,
  knowledge and tracking of market opinion. The resulting datasets enable
  early discovery of latent problems, innovation capture, real time tracking
  of product awareness, breaking news, ad campaign effectiveness and
  dozens of other business applications not yet widely understood.”

• “Uses will evolve and morph, websites will come and go – but Social
  Media is probably here to stay in one form or another.”
Social Media Structures & Features
•   Public vs. Private Posting / Messaging
•   “Multi-logues” (threads) vs. Monologues
•   Symmetric vs. Asymmetric followership
•   “Multi-facing” contribution sources
•   Universal or Restricted access to posts
•   Text vs. Graphics (pictures and videos) Driven
         Social Media Research
• Offline vs. Online Social Tendencies: social
  offline = social online

• Network Power: “Word-of-Mouth” Influence
  is inversely proportional to # of friends
Social Media Communication Patterns
• Business to Consumer (B2C)
  – “Come taste our new Burnt Banana ice cream flavor!”
• Consumer to Business (C2B)
  – “Help! I can’t get my new grill to work!”
• Consumer to Consumer (C2C)
  – “Hey! Anyone know a good place to get kitesurfing lessons
    around here?”
• Business to Business (B2B)
  – “We’re looking to form a consortium that looks at the
    advances in social media marketing.”
The Many Uses of Social Media
     Over-arching Use Categories

          Community Building
          Market Monitoring
      Information Dissemination
    Straight Advertising Promotion
      Friendship & Humanization
             Brand Building
       Public Relations (PR) Tool
                Social Media Uses
COMMUNITY BUILDING
• Communicate with your followers (customers)
• Build consensus around new ideas, processes, etc.
• Networking: customer-to-customer / customer-to-company /
  company-to-customer
• Promote consumer engagement with products, company, causes,
  etc.

MARKET MONITORING
• Track and manage social and business trends
• Perpetual Beta Test Mode / Get feedback on ideas, changes,
  proposals
• Track and Mine Consumer Sentiment
• Market Research (polls and surveys)
      Consumer as Friend or Foe
• “Conventional marketing wisdom has long
  held that a (satisified) dissatisfied customer
  tells ten people. But that is out of date. In the
  new age of social media, he or she has the
  tools to tell 10 million.”
              - P. Gillin (2007) in The New Influencers
              Social Media Uses
INFORMATION DISSEMINATION
• Notify customers of promotions, events, exciting new
  products or ingredients – save $
• Broadcast breaking company and product news
• Display links to “Mother” websites
• Information Search tool for consumers

STRAIGHT ADVERTISING & PROMOTION
• Awareness Generation / Buzz Creation and Management
• Create Links to “Mother” web properties
• Information “Priming”/Teasers: Create Links to “Mother”
  web properties
              Social Media Uses
FRIENDSHIP, HUMANIZATION & BRAND BUILDING
• Build “Social Capital”
• Establish “business as friend”
• Social bonding
• Foster business/ CEO / management approachability and
  humanization
• Establish Business Voice / Personality

PR TOOL
• Prevent PR crisis and customer defection
• Trade Show Tool – breaking news and monitor efforts
• Replaces / supplements website PR page
                Zappos twitter feeds
@ZAPPOS:
Some photos of our company picnic are up now at: http://blogs.zappos.com - I
    think we had 1000 people show up!
I want to meet more customers. On Monday, I will select a random @zappos
    follower for free trip for 2 to Vegas for office tour & lunch w/ me
At Vegas airport now, waiting a couple of hours until my flight to San Jose, CA.
@wisekaren I’m wearing Donald Pliner shoes to the wedding.
Finished photo shoot w/ Forbes. 4 hours & they choose 1 photo. Behind the
    scenes: http://www.facebook.com/pag…
@bryanbartlett now says he can’t make it. Anyone else want 1 ticket to van
    halen at 830 tonight at mandalay in Vegas?
Just landed in Vegas. Got lots of twitters about our new beta site
    http://zeta.zappos.com Thx for all the feedback, keep it coming!
              JetBlue twitter feeds
@JETBLUE:
@laughingsquid Thanks! Just wait until our new terminal at JFK opens!
  http://t508.com/ (Hope you had a great time in NYC)
@BookingBuddy We’re happy to support Runner’s World, but don’t
  worry, you can still channel surf and eat blue chips if you want!
   Two days left to win two trips on JetBlue to “The Simpsons Movie”
   premiere in LA. Enter now! http://tinyurl.com/2×6ql3
The term ‘Interwebular Chronicle’ makes me laugh.
View this month’s selection of first-run movies from Fox InFlight
   Premium Entertainment: http://tinyurl.com/2o8q46
To all of our Twitter friends: enjoy your weekend!
Small business – twitter feeds
 Do’s and Don’ts (Generally Accepted)
• Be engaging, be personal, be interesting, be newsworthy
  (same principles as for traditional press releases)
• Build “Social Capital” through a combination of
  communicative and promotional posts
• Don’t over- or under-post: maintain a steady momentum
• Don’t just push product (Reactance!)
• Register your name and all possible variations thereof on
  social media sites early
• Test-market your communications and adapt: See what
  works and what doesn’t
• Consider using the various peripheral technologies and APIs
  for the major social media sites
              Looking forward
• Potential (or Actual) Problems
  – Consumer and social website liability issues
  – Privacy issues (who sees what?)
  – User migrations and site stability
  – Backlash


• Web 3.0???

				
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posted:3/27/2011
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