Introduction to Social Media
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Transcript of Introduction to Social Media
November 4th, 2008, Fachhochschule Wiesbaden, Page 1
It‘s the others, stupid.An introduction to the new, social web
November 4th, 2008, Fachhochschule Wiesbaden, Page 2
Hi!We are Neue Digitale / Razorfish
November 4th, 2008, Fachhochschule Wiesbaden, Page 3
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
November 4th, 2008, Fachhochschule Wiesbaden, Page 4
The definition of definition:
“A definition is a statement of the meaning of a word or phrase.”
November 4th, 2008, Fachhochschule Wiesbaden, Page 5
Excuse me…what is Web 2.0?
November 4th, 2008, Fachhochschule Wiesbaden, Page 6
November 4th, 2008, Fachhochschule Wiesbaden, Page 7
Web 2.0 is not User Gen
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Web 2.0 is not Myspace
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Web 2.0 is not Secondlife
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is not a hype
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is not a new, updated version of the internet
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Web 2.0 is a concept.
A concept which is nothing but a social revolution.
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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.”
November 4th, 2008, Fachhochschule Wiesbaden, Page 14
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.”
November 4th, 2008, Fachhochschule Wiesbaden, Page 15
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.
November 4th, 2008, Fachhochschule Wiesbaden, Page 16
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.”
November 4th, 2008, Fachhochschule Wiesbaden, Page 17
Web 2.0 harnesses collective intelligence.
It uses the power of many to improve itself, to share and optimize information, to collaborate.
November 4th, 2008, Fachhochschule Wiesbaden, Page 18
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.”
November 4th, 2008, Fachhochschule Wiesbaden, Page 19
Data is free. It´s not bound to a certain form, it can be exchanged, restructured and recombined.
November 4th, 2008, Fachhochschule Wiesbaden, Page 20
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.”
November 4th, 2008, Fachhochschule Wiesbaden, Page 21
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.
November 4th, 2008, Fachhochschule Wiesbaden, Page 22
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.”
November 4th, 2008, Fachhochschule Wiesbaden, Page 23
Web 2.0 is about solutions, fun, easy use, cool new services…not about prolonging established media into the web.
November 4th, 2008, Fachhochschule Wiesbaden, Page 24
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November 4th, 2008, Fachhochschule Wiesbaden, Page 26
So, why a revolution?
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Gutenberg invented the one big message.
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Web 2.0 replaces the one big message with millions of little
conversations.
Now
Everywhere
In China
In EuropeIn Blogs
On Myspace
Sex
Apple Birth
ToolsYoutube
Now
Here
There
There SmartPod-casts
Mobile
About shopping Dumb
On Face-book
Cool. Isn‘t it?
November 4th, 2008, Fachhochschule Wiesbaden, Page 29
Cluetrain Manifesto, 1999:
“Markets are conversations.”
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And where do we find those conversations?
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But this world is changing in hyperspeed.
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Brands?
My buddies tell me what to buy and where.
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Common wisdom?
Free Wikipedia is as good as the famous Encyclopedia Britannica.
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Age? Nothing but a number.
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Email?
We have Twitter.
November 4th, 2008, Fachhochschule Wiesbaden, Page 39
iPhone?
You can also call up people with it, can‘t you?
November 4th, 2008, Fachhochschule Wiesbaden, Page 40
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.
November 4th, 2008, Fachhochschule Wiesbaden, Page 41
+ =
Fail guarantee: Underestimate your opponentsPunshing a pseudo web 2.0 campaign with the Chevy Tahoe
„We deforested the hills…“
„You‘re god“
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=
Korea, 2003 Germany, 2007
Fail guarantee: Be the last to moveHow Cyworld burned 3.5 million euros by copying a succesful first mover concept
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+ + =
Fail guarantee: Bribe bloggersNo, I understand, Microsoft. They needed the Laptops to try out Vista….
November 4th, 2008, Fachhochschule Wiesbaden, Page 44
Fail guarantee: Make your users hate youBy pretending you‘re a mobile virus
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Classic advertising cannot be ‚made‘ social just by uploading it to Youtube.
Branding in a social sphere is much more demanding…and fun.
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Concept 1: Merging Marketing and ArtNine Inch Nails Year Zero campaign
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Concept 2: Get grassrootyThe social Barack Obama campaign
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Concept 3: Social dressingShirt design and sales through crowdsourcing mechanisms
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Concept 4: Get localBrightkite
+
= Location based communication
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This whole process is a revolution in our society. But it‘s a completely new universe in brand communication.
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„Propaganda ends where dialogue begins“
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These 1Worum geht es eigentlich?
And this dialogue is not made of consumers anymore…but users…
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…users who are active, intelligent and aren‘t at all loyal to brands.
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Once brands defined who they are and how they wanted to be perceived…
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…that‘s long ago.
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No, social media is not just one more channel…
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…it‘s a new way how we interact - worldwide.
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As advertisers we believed in the perfect show…
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…while everybody else had a chat and got a beer from the fridge.
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The age of classic branding ends now.
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Welcome the era of democratic brand management.
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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.
November 4th, 2008, Fachhochschule Wiesbaden, Page 63
November 4th, 2008, Fachhochschule Wiesbaden, Page 64
More here…
• Gerald Hensel, Neue Digitale• Mail: [email protected]• Twitter: ghensel• Xing:
https://www.xing.com/profile/Gerald_Hensel