Social and anti-social media

Eric ReissCopenhagen Business School

Copenhagen, Denmark

Web 2.0Cult of the amateur

From street cred to conversion

What is Web 2.0?

“Web 2.0 is the business revolutionin the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform.”

Tim O’Reilly

(We didn’t understand it either)

Growth of the webStatic sites = 1-way communicationWeb apps = 2-way communicationSocial apps = many-way communication

The three sides of Web 2.0Technical (AJAX, RIA)Content (user-generated content)Ability to embrace the “long tail”

Top 2.0 apps:Wikipedia (knowledge sharing)Blogger (opinion sharing)Twitter (microblogging)Digg (social bookmarking)Flickr (image sharing)YouTube (video sharing)Facebook (social networking)

The long tail / tall neck

Tall neck

Products ranked by popularity

Sal

es v

olum

e or

val

ue

Long tail

WikiContent collection that can be edited by anyone using very simple markup language.Hawaiian word for “fast”Used for intranets and KM toolsLess dangerous than many thinkPublic-access wikis are usually self-healing within minutesOnly slightly more errors in Wikipedia than Encyclopedia Britannica (says the Observer) Errors in print live for a full edition (i.e. years)

BlogWeblogCoined by Peter Merholz “We Blog” (1999)According to Dave Weinberger:“In the future, everyone will be famous to 15 people”Popular platforms:

WordPressBloggerMoveable Type

Given rise to interesting navigational form:tag clouds

Four types of blogsBlogs are short-form journalsNotebooks feature longer pieces of focused contentFilters are focused on linksMicroblogs are the SMS of online

Blog

Notebook

Filter

Microblog

Whyblog?Create buzzLower communications barriersBuild trust through openness

Social bookmarkingShare references, not actual mediaAll tagging is done by humans, not spidersBuilds collective intelligenceBetter, more accurate resultsBut no standard keywords

every man for himself...

Goals of SEO (the bad reasons)Get to the top of GoogleGet a zillion hits

Goals of SEO (the real reasons)Get properly indexed by:

GoogleMSNYahoo!Specialized search engines

Turn up in relevant searchesGet people to click on your site first

Let’s kill two myths about SEOForget keyword density. You cannot bore your visitors into buying your product.Forget page rank. In theory, you want to be the only page that turns up for a specific search.

Four keys to SEOWrite worthwhile content

Build shared referencesAnswer questionsCreate value

Write relevant metadataTitleKeywordsDescriptionAlt text for graphics

Write clean code<h1>Headline tags</h1><p>Call to action closing paragraphs</p>Close “if” and “while” statements

Get listed:Open DirectoryYahoo!LookSmart

Media sharingShares media, not just referencesUsually refers to photos, graphics, videoCan also share word-based documentsComments and ratingsBuilds collective user valueNow building closer links to other tools

e.g. Flickr and Twitter

Social networking / communitiesEgo as focus (social networking)

LinkedInXingOrkutFacebookMyspaceFriendsterNetlogCyWorld

Ego as member (community)

Source: Peter Van Dijck

Source: Le Monde, 2007

Stuff to consider...Center on language, not on landStandardize, then localizeUsers of the same service are not necessarily the same

One car, two driversThe world is regional, not national

Incredibly inspired by Peter Van Dijck

Why doesn’t business believe us?

1980

Then Now

1980

Then Now

“Dress for success” “Personal imageis everything”

“Work hard, feel proud,get ahead.”

“Work hard, feel tired,miss out.”

“Employers areto be respected.”

“Employees areto be respected.”

“I’m loyal.” “I’m afree agent.”

Fundamentals of change management

HowWhat

Why

So if we do want to use these tools,what’s holding us back?

Time.Money.Fear.

Stupidity.

Traditional marketing vs. SMM

Then Now

Demographics Behavior

We controlled the message Our customers createthe buzz

We asked our customerswhat they thought

Our customers are havinga conversation with our brand

We dictated We serve

Customer service is the new marketing

Is there a secret to success?

YES!

Have authentic conversations

Think of technology like blogs, forums, and discussion boards as amplifying customer opinion

rather than improving it.

10 steps to authenticity1. Don’t wait for conversation: Initiate it2. Publish the real story of your company or organization3. Publish your views on privacy and support (define your

relationship)4. Listen, internalize, and respond thoughtfully.5. Help people learn about your product at their own pace6. Make feedback a top priority (make it easy to provide)7. Form a partnership with your customers (work with them)8. Make authentic conversations a part of the culture9. Anticipate and act on change10. Hire a community manager

Source: Joshua Porter

10 greatest SMM mistakes1. Lying (Karen video, Arla blog)2. Ignoring (Dell Hell)3. Denying (openly refusing to acknowledge a problem)4. Arguing (corporate discussion boards)5. Hyping (blatant promotion)6. Gaming (padding ratings)7. Hiding (no clear points of contact)8. Hating (unwillingness to engage)9. Censoring (removing negative comments)10. Failure to embrace SM

Source: Eric Reiss

You can (usually) find Eric at:The FatDUX Group ApSStrandøre 15DK-2100 CopenhagenDenmark

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @elreisser@fatdux.comwww.fatdux.com