Post on 17-Sep-2014
description
Community Media
Laurel Papworthsilkcharm.blogspot.com
Today’s presentation
• What is Web 2.0? • Communication• Share: Content, Discover, Discuss• Anti-Marketing, Anti-Advertising• Alerts, RSS, widgets• Social Network fundamentals
Suppliers, Resellers, Shops, Business
Pre Web 2.0
Professional Content Developers (Advertising, Marketing, PR - agencies, studios)
Mainstream Media (TV, movies, magazines)
Suppliers, Resellers, Shops, Business
Web 2.0
C2C communications
Web 3.0
Why be involved?
• Loyalty ROI: visit a site 9x more stay 5x as long (Source: McKinsey)
• Brand ROI: 4x un-aided brand recall (Source: NFO)
• Acquisition ROI: $0-10 vs. $10-$400 per customer acquisition
• Support ROI: 5x-10x more cost effective than phone support
• Meet Offline (Center for Digital Futures)More than one fifth (20.3%) meet at least once a year
audreycarr.ca
How to you like to communicate?
• Instant (synchronous), real time support- instant messenger, broadcast, chat channels, SMS, virtual worlds, ventrilo
• Delayed (asynchronous)- email, listserv, blogs, forums, wiki,
• Either?- Twitter, RSS, APIs
Communication tools
• One to One - email, personal messages, IM, /tells
• One to Many- blogs, mailing list, /yell
• Many to Many- forums, unmoderated mailing list, virtual world, IRChat
• Few to Few (gated)- follow me services, group services
Consumer Generated Content
create
share
discovershare
discuss
share
Create Content
• Videos – YouTube• Fotos – Flickr, Photobucket• Articles – blogs, any blog• Voice – Podcasts• Presentations – Slideshare• Art – RedBubble• Puzzles – The Broth• Diagrams - Gliffy
Discover Content
• News – Digg, Bloggerati• Bookmarks – del.icio.us, technorati• Marketplace – ebay, facebook• Vertical Search – aggregate engines• Social networks - twitter
Holding The Brand To Ransom
Your Customer is Talking(And they won’t shut up!)
The Issues
• Brand Management and Trademarks
• Intellectual Property and Copyright
• Control of information
Issue 1: Brand Management
Or: How your customer is smashing your careful
branding to smithereens…
Polo Small But Tough video
Eepybird Mentos Diet Coke
Sprite Coke Friendship Overrated
Issue 2: IP and Copyright
Or: Your company’s secrets are being disseminated on
the web…
2007•January to April : < 900 pages•May 1st : 9000 pages•Today (August 07): nearly 1 million pages
Issue 3: Information channels
Or: How to crash your company by not being
engaged…
What to do?• READ blogs, watch YouTube• Comment and vote (rate/rank) = PARTICIPATE• LEARN from the best ones• IGNORE non-participators’ advice!!!• Don’t let the lawyers take control!• Have a clear social media POLICY internally• Create a corporate blog or wiki and MANAGE it• ACKNOWLEDGE mistakes quickly• Keep a sense of HUMOUR• STICK WITH IT!