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My Web20
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A brief look at Web 2.0 An exploration of social networks 2009
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A presentation I gave to MBA students at the University at Buffalo
Transcript of My Web20
A brief look at Web 2.0
An exploration of social networks
2009
Why me?
• Copywriter.
Why me?
• Years ago, I joined one of the internet’s first social networks.
• Alt.fan.tom-robbins
• Alt discussion groups were on your e-mail.
• You signed up, and every e-mail you sent to the group went to every single person subscibed to the ‘list’.
Why me?
• A woman from Buffalo joined.
Why me?
• We e-mailed.
• Then hooked up.
Why me?
• To recap:
• Canadian copywriter joins early social network.
• Woos US woman with words
• Moves to US.
• Becomes citizen
• Gives presentation to you
Marketing pre internet
• Marketing used to be easier because of the physics of geography.
• Like the manner in which we dated people, ad campaigns were based on geography. Media peeps knew where someone was going to be, what they watched, what they listened to.
• And teams created engaging things to change their behavior.
Space defined by Media Owner
Brand in control
One way, brand speaking
Repeating the message
Focused on the brand
Entertaining
Brand created content
TRADITIONAL MEDIA
Marketing pre-internet
Things have changed
• This presentation is an attempt to show you how
Web 1.0
• When it all began, the web was information-based. People went to websites for information (and many of us put up online brochures)
• Brands offered information. Some enterprising types offered a place to buy product; remember click’s and mortar?
Web 1.0
• Places like the New York times delivered content. We sent e-mail jokes. It was fun times.
• But it was a monologue approach to a dialogue medium.
Web 1.0
• Like using horsepower • To describe things that clearly aren’t a horse
Web 1.0
• The web started off like all marketing did. It talked to it’s target market much like all the other things in the marketing toolbox did.
• Websites were bastions of information (about us, company history, team, timelines, advisory board, kid’s names, birthdays).
Web 1.0
• <head>Space is infinite on the web. </head><body>Why not fill it?</body>
• With a monologue.
Web 1.0
• But wait. We asked for dialogue.
Web 1.5
• I don’t love these 1.0, 1.5, 2.0 titles. A guy in a recent webinar even said web 3.0 to me last week.
• They are useful to simply show the evolution of the conversation.
• Amazon began displaying the books bought by people who bought the same book as you.
Web 1.5
• They liked that book? Maybe I should add it to the cart.
• It was software masquerading as community, but it brought the sense of community to the transaction.
Web 1.5
• E-Bay offered the ability to rate the sellers.
• The community could interact with the site, and the site related the information to users.
• The eBay community was born, which created this:
Web 2.0
• Which brings us to web 2.0.
• Two important things happened
• Web marketers realized that creating a community encourages people to return to it. Websites that encourage people to return are profitable.
• The second thing is that Google made it profitable to get eyeballs.
This is web 2.0This is web 2.0
•Buy this.
•“Did you
see this?”.• “Yeah,
•Waddja think?”
•“Fail.
•Not convinced”. •
“I luv it.”
•“Really?
• Why?”
•“Do you know what it
does?”
•“Tell me..”
•“Well, I tried it on
• my 2 kids
• And…”
•Pam:
•Joanne:
•Abby:
•Jen:
•John:
•Dave:
•Joanne:
•Mitch:
•Sara:
•WOW
•Brand X:
•1.0
•2.0
Web 1.0 Web 2.0 Ofoto Flickr
Akamai BITorrent Britannica Wikipedia Personal sites Blogs Evite Upcoming, Facebook events Cyber-squatting Username squatting Publishing Participation Stickiness RSS
Double click Google Adsense
CMS Wikis
Web 2.0 -- a chart
O’Reilly Media
Time. October 13, 2007
Web 2.0
• Web 2.0 as a community. It isn’t a message to a consumer, it’s a consumer interaction.
• And it’s not a fad.
• “Social Networking sites are officially more popular than porn sites”.*
Web 2.0
• Wikipedia has 4,000,000 articles.
• YouTube has more than 1,000,000,000 videos.
• There are perhaps as many as 200,000,000 blogs.
• If people are online, chances are they are using a social network.
Web 2.0
• Again, so what?
• People trust the recommendations of other consumers more than they trust our ads. Especially if they have shit in common with those people.
• And they realize that they can use social media sites to get opinions, voice opinions, and get recommendations about your brand.
• Without marketers.
Social Networking
• Social networking isn’t a fad because people are social. We join groups, associations, clubs, teams.
• Joining something isn’t new, joining them online is. For everyone.
Social Networking
What is a social network?
• A social network is a community of people that are tied together by an outcome. Social networks are tools, the manner that people use them brings people back to them.
• Here’s a sampling of some social networks.
Social Networks
What is a social network?
• Were you impressed by all the logos?
• Obviously logos are only part of the story
• Before we dive deeper into these logos, we should think about what’s different here.
Space defined by Media Owner
Brand in control
One way, brand speaking
Repeating the message
Focused on the brand
Entertaining
Brand created content
TRADITIONAL MEDIA
Marketing
TRADITIONAL MEDIA DIGITAL MEDIA
One way, brand speaking Two way / a conversation
Focused on the brand Focused on the consumer
Brand in control Consumer in control
Repeating the message Adapting the message
Entertaining Involving
Brand created content User created content / Co-creation
Space defined by Media Owner Space defined by Consumer
Social Networks
#1 Facebook
• Facebook is one of the best known social networks.
• With 170 million members and 250,000 new users a day, Facebook is an excellent marketing opportunity, especially since the fastest growing segment is 25+
• Facebook has about 75 million active users signing on an average of 2.2 times per day. 50% of all Canadians have a profile!
• The fastest growing segment is 25+
Source: http://www.facebook.com/press/info.php?statistics
• Facebook is based on the premise of connecting people who already know people online. It’s also been recently Twitterized, more on that in a minute.
• If someone knows a person, they can find them using the information they already know about them. There are some complicated Network limitations that mean if I want to find someone in Atlanta, I need their primary e-mail address.
• This is my mini-feed
• This is my profile
• This is my info
• Everything that’s blue is clickable.
• Facebook calls this the social graph, and it’s the reason for its connectivity
Facebook Page
• Facebook offers brands a tool called Pages. Pages are a free presence on Facebook for people to engage with a brand.
• Here are some examples:
Facebook Pages
• The brilliance of Facebook for marketers is the concept of the social graph.
• You remember that everything is linked. It’s Facebook’s opinion that people’s favorite books, movies, etc say something about them socially.
• Same goes with brands.
• People will associate with brands on Facebook because we’ll crafted brands say something about someone’s personality.
• MySpace is a social network based on the premise of promoting yourself.
• MySpace doesn’t ask you to give your real name. But the sheer number of people on the site make it attractive.
• MySpace records 4,475 page views a second and adds around 150,000 new users a day. It recorded 109.3 millions visitors in January 2008.
• We like big numbers. Source: RocSearch report, June 2008
MySpace
MySpace
• MySpace is the first site that isn’t search
Source: Alexa
MySpace
YouTube
• YouTube is a social network.
• People upload their content. Other people vote on it and comment on it.
• The comment section in YouTube has really active conversations around a brand.
YouTube
• For free, YouTube allows brands to create channels.
• Then a channel. Collect and comment on all things about the brand.
• Like this:
YouTube
• This is Free
• Twitter is a micro-blogging platform that lets people update their networks on the minutia of life.
• In 140 characters or less
• It’s also responsible for the redesign of Facebook.
• People do this?
• And the timeliness and conversations made Facebook redesign the page.
• LinkedIn as well.
LinkedIn is a business social network.
• LinkedIn is the business social network.
• It’s honestly one of the best ways to get jobs. We were pitching Syracuse Research Corporation on winning their recruitment business. We showed them LinkedIn, talked about ways to use it, and won the business.
LinkedIn.
Second Life – virtual worlds
• Second Life is a social network.
• It’s a real online world with a currency, shops, homes, and marketers.
• IBM has meetings there.
Second Life
Virtual worlds
• It’s tempting to think it’s the place for weirdos who used to be on alt.sex.gross.
• But virtual worlds are teaching people (and programmers) how to let people interact online.
• It won’t be long before the technology and learning from virtual worlds enters the realm of online shopping.
Wikipedia
• People sign on. People interact. People police the place, checking updates, etc.
• In other words people take pride in the place. That’s the essence of a an online world. Or network.
• And they take pride in having the information be accurate.
Wikipedia
StumbleUpon
• This is a ‘social bookmarking’ site, of which there are many.
• You may have heard of Digg. Delicious. Reddit.
• If you haven’t, and you read articles online, then you will know the logos, even if you don’t know why.
A Top Stumbler
StumbleUpon
• It’s like a Blog that simply points out good websites.
• It’s the Web 2.0 version of forwarding a link to your friends. With social bookmarking, people can access links they like from anywhere, and talk about them.
Social Bookmarking
• Here are some other examples.
Flickr
• Flickr is one of the most widely used phot-sharing sites on the internet.
• People post their photos, tag them, and then other people can comment on them.
Flickr
Who has the time for Web 2.0?
• 75% of US adults have a social networking profile
• It’s big.
Who has the time for Web 2.0?
• And yet:
• While about half of Marketers say they will increase their spending on social media, 75% are currently spending less than $100K
Plus
• Clients wonder, “what if they say something bad about us?
• The answer is, relax.
• If there is something bad to say, they’re already saying it. If you let them do it in a place where you can hear it, you can address it.
Case Study
• In 2008 a promotion for Russell wasn’t the getting the traffic we hoped.
• Partly due to a small budget, and partly due to the face that we only used banner ads
• We decided to try to push people into viewing our site.
• Since the promotion asked people to give us their best play-by-play, we created a top ten list of the greatest calls of all time.
Active networks
• The Social Bookmarking sites are active networks.
• Marketers can push their content onto these networks and let the community decide if it’s going to be pushed farther
• We pushed this on the market, and the market pushed it along.
Case Study
• In two weeks, the site StumbleUpon became one of our biggest referrers, passing the banner ad campaign that was running for three months.
• It also got picked up by a couple of radio stations and talked about.
• All these conversations were positive brand impressions for Russell.
One last thing
• The second most popular page on Facebook is a Coke Page.
• Started and run by fans.
• Welcome to Web 2.0
The end
• Questions?
