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![Page 1: Syracuse Public](https://reader034.fdocuments.in/reader034/viewer/2022052307/55531cb6b4c90575768b4b03/html5/thumbnails/1.jpg)
A brief look at Web 2.0
Brought to you by Time Warner Cable Business Class
Twitter use #TWCBC
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This presentation is brought to you by
![Page 3: Syracuse Public](https://reader034.fdocuments.in/reader034/viewer/2022052307/55531cb6b4c90575768b4b03/html5/thumbnails/3.jpg)
Time Warner Cable Business Class
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This is me
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This is also me:
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This is also me:
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Social media presence
• I’m going to talk about social media for your business
• But first, personal versus professional
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Social media presence
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Social media presence
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Personal vs Professional
• Use these tools personally because playing with them helps
• If you know why someone might use Twitter, then you’ll better understand how to use it for your business
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THE INTERNET
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Web 1.0 – a little history
• The web was information-based when it started (and many of us put up online brochures)
• Websites weren’t often updated
• Nor did they really have goals
• And geography didn’t matter as much
• It was a monologue approach to a dialogue medium.
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This is web 2.0This is web 2.0
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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:
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1.0 2.0
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Web 2.0
• Web 2.0 is a community (O’Reilly Media). It isn’t a message to a consumer, it’s a consumer interaction.
• Instead of a website (updated by someone you pay)
• Big or small brands can have a digital presence.
• Where they can have a real conversations.
• With other real people.
• Easily.
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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.
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Web 2.0
• Again, so what?
• People trust the recommendations of other consumers more than they trust our ads.
• And they realize that they can use social media sites to get opinions, voice opinions, and get recommendations about your brand.
• Without marketers.
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Social Networks
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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.
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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
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Web 2.0
• The tools of Web 2.0 exist because people like to share
• 2nd Law of Social Networking…people will share twice as much this year as they shared in the previous year
• People use social media sites to get opinions, voice opinions, and get recommendations
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Why does Web 2.0 matter?
• People trust the recommendations of other consumers more than they trust our ads.
• They use social media sites to get opinions, voice opinions, and get recommendations about your company.
• With or without you.
• On that happy note, lets dive in.
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A DEEPER DIVE
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Social Networks
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#1 Facebook
• Facebook is one of the best known social networks.
• With 300 million members and 250,000 new users a day
• The fastest growing segment is 25+
• 50% of all Canadians have a profile!
Source: http://www.facebook.com/press/info.php?statistics
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• Facebook is based on the premise of connecting people who they already know.
• It especially works locally
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• This is my mini-feed
• This is my profile
• This is my info
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• Everything that’s blue is clickable.
• Facebook calls this the social graph, and it’s the reason for its connectivity
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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:
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Facebook Pages
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• The brilliance of Facebook is the social graph.
• Everything is linked. It’s Facebook’s opinion that people’s favorite books, movies, etc say something about them socially.
• People will associate with brands on Facebook because we’ll crafted brands say something about someone’s personality.
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LinkedIn is a business social network.
• LinkedIn is the business social network.
• It’s fast-becoming one of the best ways to get jobs and connect to people in your category.
• It’s a worldwide networking tool that isn’t based on geography.
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• Groups
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• Answers
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• People create profiles in LinkedIn. They refer each other, answer questions, join groups.
• From those profiles, LinkedIn creates a picture of the company.
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• LinkedIn: 67% of users saying they use their profile to “make new business or professional contacts”
• If you’re on LinkedIn, it uses profile data to create the business profile.
•Source: Pew Internet & American Life Project Survey December ‘08
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• Twitter is a micro-blogging platform that lets people update their networks on the minutia of life. In 140 characters or less
• Twitter is an excellent way to interact with both of your target markets.
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• There are a lot of brands that are part of the everyday life of people. “Going to Taste of Syracuse.”
“Going to the Tusk for a beer.”
“Heading to Dino for dinner.”
“Going to see some dude present social media stuff”
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• If your brand is part of people’s lives, then it can be part of their twitter life.
• Visit search.twitter.com and see.
• At worst, a search for Syracuse will show you the community of people you could attract.
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• This issearch.twitter.com
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• We created Twitter pages for Remington
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Remingtonfaceofsuccess.com/ema
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To recap
• A few ways to think of Twitter:
• A way to pull people in.
• A way to get your keywords.
• A way to create characters
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Gottawannaneeda
• We have a client called Bojangles’
• Instead of registering Twitter.com/bojangles we registered Twitter.com/gottawannaneeda.
• Because the tag line is Gottawannaneedagettahava Bojangles.
• So it makes people think about what we’re all about instead of just who we are.
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We’ve used Twitter
• This is what one of the people said after an interaction:
• “this is probably the greatest day of my life. it’s advertising genius really. I’ve never felt closer to a company in all my life.”
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Delicious
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Delicious
• Social bookmarking is the solution to never having to e-mail a link home.
• It’s also a way to prove smarts. Remember this from my e-mail signature. Go there to read about social media:
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Delicious
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Delicious
• But consider how this can work for your website.
• This can be the dynamically updated what’s new section of a website.
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How it’s done
• A non-programmer from EMA has a Google alert for Epsom Salt. Google alerts are free, and send him an e-mail (alert) when Epsom Salt is mentioned.
• He saves the alert to his Epsom Salt Delicious page and it’s automatically updated on the Epsom Salt What’s New page.
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Wikipedia
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Wikipedia
• People sign on. People interact. People police the place, checking updates, etc.
• People take pride in the place. That’s the essence of a an online world. Or network.
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Wikipedia
• Is your company there? Should it be?
• Wikipedia is one of the highest things that pops up in Organic Google Search.
• BTW, it’s Wikipedia’s official policy that you or your agents can’t update or create your own Wikipedia page. Offer a customer a free big ticket item to get in there.
• Or hire an ad agency that understand their way around Wikipedia.
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Yelp
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Yelp
• Yelp is a local search engine.
• Searching for your company on Yelp in Syracuse.
• If it’s there, read reviews by people.
• If it’s not, ask your best customers to review it. Make a sign at the register: “Like our business? Review it on Yelp.com.”
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Yelp
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Yelp
• “But what if someone says something bad?”
• What if someone writes that your service was bad. Your food was bad. Your handiwork was bad.
• Wouldn’t you want to know and address it?
• Isn’t this a great chance to respond?
• Control your part, and the reviews will be good.
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Meet Google
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Google is a tool
• You type something in, and it returns to you the most relevant thing for you.
• Every day, they spend millions trying to make it work better.
• The path to purchase almost always starts online.
• Many of your potential customers might start there.
![Page 69: Syracuse Public](https://reader034.fdocuments.in/reader034/viewer/2022052307/55531cb6b4c90575768b4b03/html5/thumbnails/69.jpg)
• Note the first question:
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Google and Maps
• Maps are a legitimate return for many of the Google searches people do in Western New York.
• Honest dry cleaner.
• Cheap lunch.
• Business Internet.
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Social Search
• Search is evolving back to where it started.
• Yahoo.com started as a people search engine. Google came along and didn’t take the people out of it, but gave our links all the juice.
• With the ability to connect and review, we’re getting back to social search. Someone can go to Twitter, Yelp, Facebook, Wikipedia and even Google and ask their networks about a particular thing.
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Google Maps
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Google Maps
• So lets take a look at how this works.
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Google Maps
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Google Maps “A”
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Add your business
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Opportunity
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Your website
• This is slide 78. The slide about your website.
• If you have one, keep it.
• Add analytics.
• Don’t let it be an online brochure
• Instead, link to Yelp reviews. Show off your Twitter feed. Promote your Facebook page. Turn your site into your social hub.
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This is how a huge brand does it
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The Axe Effect
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My site
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So what now?
• Good question. I suggested you:
• Set goals.
• Start a Facebook page. Just to play with its interaction.
• Search Twitter.
• Create a LinkedIn Profile.
• Check Yelp. Check maps.google.com. Do a deep search on Google
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So what now?
• Encourage content.
• Find content, good or bad.
• Amplify the good.
• Address the bad. If someone complains online, it’s your chance to sell like crazy.
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So what now?
• Create a digital presence for your brand that’s optimized for local communities looking to search for you.
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The change from social media
• This presentation isn’t about the tools. It’s about the shift that is taking place in the marketplace.
• When brands can reach out to a customer who was just venting, you can sense the change.
• People realize it’s easy for brands to listen. And when they realize it’s easy, they will expect us to listen.
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The change from social media
• Which brings up ROI.
• What if the ROI is the Risk of Ignoring?
• Maybe nothing. But the act of listening and responding means a brand is prepared.
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So what now?
• Then, develop a strategy to get involved.
• Because more and more people are already getting involved.
• With, or without you.
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One last thing
• The second most popular page on Facebook is the Coke Page
• Started and run by fans
• Welcome to Web 2.0!
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Questions
• ?