Introduction to Social Media

November 4th, 2008, Fachhochschule Wiesbaden, Page 1

It‘s the others, stupid.An introduction to the new, social web

Hi!We are Neue Digitale / Razorfish

RazorfishNo 1 digital network worldwide. 2,300 employees in 24 offices in NYC, Shanghai, L.A., Tokyo, Berlin, Frankfurt, London, Paris…and a couple of other cool places.

Creative agency for digital Marketing

RazorfishOur agency in Germany and abroad

The definition of definition:

“A definition is a statement of the meaning of a word or phrase.”

Excuse me…what is Web 2.0?

Web 2.0 is not User Gen

Web 2.0 is not Myspace

Web 2.0 is not Secondlife

is not a hype

is not a new, updated version of the internet

Web 2.0 is a concept.

A concept which is nothing but a social revolution.

Tim O‘Reilly, 2005:

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

“Web 2.0 is the network as platform,

spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

Websites are irrelevant. Data is not.

Web 2.0 makes data portable…and brings it to iPhones, MP3 players, websites, widgets, fridges, e-books, consoles, the POS or to a digital billboard.

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated

service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

Web 2.0 harnesses collective intelligence.

It uses the power of many to improve itself, to share and optimize information, to collaborate.

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it,

consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

Data is free. It´s not bound to a certain form, it can be exchanged, restructured and recombined.

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an

“architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

Everyone can take part in this new democratic understanding of media. Do whatever you want – open up a private TV channel, blog, podcast…you name it.

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of

Web 1.0 to deliver rich user experiences.”

Web 2.0 is about solutions, fun, easy use, cool new services…not about prolonging established media into the web.

So, why a revolution?

Gutenberg invented the one big message.

Web 2.0 replaces the one big message with millions of little

conversations.

Everywhere

In China

In EuropeIn Blogs

On Myspace

Apple Birth

ToolsYoutube

There SmartPod-casts

Mobile

About shopping Dumb

On Face-book

Cool. Isn‘t it?

Cluetrain Manifesto, 1999:

“Markets are conversations.”

And where do we find those conversations?

But this world is changing in hyperspeed.

Brands?

My buddies tell me what to buy and where.

Common wisdom?

Free Wikipedia is as good as the famous Encyclopedia Britannica.

Age? Nothing but a number.

Email?

We have Twitter.

iPhone?

You can also call up people with it, can‘t you?

The Web isn‘t `I turn on the computer to get online‘ anymore. It‘s virtually everywhere and it‘s changing constantly.

Unfortunately many ad people haven‘t changed…by now.

Fail guarantee: Underestimate your opponentsPunshing a pseudo web 2.0 campaign with the Chevy Tahoe

„We deforested the hills…“

„You‘re god“

Korea, 2003 Germany, 2007

Fail guarantee: Be the last to moveHow Cyworld burned 3.5 million euros by copying a succesful first mover concept

Fail guarantee: Bribe bloggersNo, I understand, Microsoft. They needed the Laptops to try out Vista….

Fail guarantee: Make your users hate youBy pretending you‘re a mobile virus

Classic advertising cannot be ‚made‘ social just by uploading it to Youtube.

Branding in a social sphere is much more demanding…and fun.

Concept 1: Merging Marketing and ArtNine Inch Nails Year Zero campaign

Concept 2: Get grassrootyThe social Barack Obama campaign

Concept 3: Social dressingShirt design and sales through crowdsourcing mechanisms

Concept 4: Get localBrightkite

= Location based communication

This whole process is a revolution in our society. But it‘s a completely new universe in brand communication.

„Propaganda ends where dialogue begins“

These 1Worum geht es eigentlich?

And this dialogue is not made of consumers anymore…but users…

…users who are active, intelligent and aren‘t at all loyal to brands.

Once brands defined who they are and how they wanted to be perceived…

…that‘s long ago.

No, social media is not just one more channel…

…it‘s a new way how we interact - worldwide.

As advertisers we believed in the perfect show…

…while everybody else had a chat and got a beer from the fridge.

The age of classic branding ends now.

Welcome the era of democratic brand management.

In this new era of brand management the key challenge for marketers will be to keep the balance between guiding a brand and being guided as a brand.

Feel priviliged to be part of this exciting era.

More here…

• Gerald Hensel, Neue Digitale• Mail: gerald.hensel@neue-digitale.de• Twitter: ghensel• Xing:

https://www.xing.com/profile/Gerald_Hensel

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