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Sharing 2.0
Rondell T
14 January 2010
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WHATS THE FIRST THINGYOU THINK OF?
Social Media
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Blogs
Wikis
Photo-Sharing
Video-Sharing
RSSCSS
News Aggregators
Podcasts
Social Networking Sites
VirtualWorlds
LivecastingUsage Monitoring
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skittles.com
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But what is it really?
Social Media is a group of Internet-based
applications that build on the ideological
and technological foundations ofWeb 2.0,and that allow the creation and exchange of
user-generated content. (Kaplan and
Haenleina, 2009)
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Again?
Internet-based applications
+
ideological and technological foundationsofWeb 2.0
=
creation and exchange of user-generated
content.
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2 Perspectives on Social Media
Blanket term for social networking sites (with
specialized content sharing and monitoring
functions)
Current mode of digital technology both for
online and mobile
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THE RISE OF SOCIAL MEDIAHIGHLIGHTS
THE LATENT POTENTIAL OF THE INTERNET
AS AN ENABLER OF SOCIAL CONNECTIONS
THAT ONLY BECAME POSSIBLE
WHEN CERTAIN FACTORS CLICKED INTO PLACE.
So what?
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Also, because of this:
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What had to happen
so that online media could be social?
Global Internet penetration and usage rates
had to reach a tipping point
Attitudes to the Internet had to evolve
The (mythical) transition into Web 2.0
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Internet for the world
31 December2000
360,985,492 users
30 September2009
1,733,993,741 users
In 2009,
25.6% of the
worlds
population
were
Internet
users
In 2009,
25.6% of the
worlds
population
were
Internet
users
There was a
380%
growth in
Internet usefrom 2000 to
2009.
There was a
380%
growth in
Internet usefrom 2000 to
2009.
Source: Internet World Stats (2009)
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Going Pro-Internet
The rise of Search and Display on the Internet
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Going Pro-Internet
We are being watched, and thats A-OK.
Dataveillance
Participatory Surveillance
Alternate Identities
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Going Pro-Internet
Go online and stay there!
Theres truth to the
Internet as a democraticmedium, as it caters toeveryones whims.
And at the very least,theres always a needfor email.
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So-CalledWeb 2.0
Web 2.0 is a marketing term, a neat and tidy label, notgospel truth!
Tim OReilly coined it in 2004 but then admitted thatLive Software would have been a better term. (Sholz,2008)
The main difference between 1.0 and 2.0 is not thetechnology but the shift in attitudes and behaviourabout what should and can be shared by whom.
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So-CalledWeb 2.0
The ideology ofDoing Something for Nothing!
Crowdsourcing = Free Labour
The Amateur Web
Everyones on it, but wheres the talent?
Beyond money and fame
Project Gutenberg
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Fight!
Businesses are using themasses of Internet giftgivers as a global pool of
cutrate labor. (Carr, 2008)
The Social Web helps in thepursuit of individual self-interest. (Scholz, 2008)
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CONSUMERS NOWHAVEMORE CONTROL AND THEY KNOW IT.
Again,
so what?
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Push versus Pull
From awareness to advocacy
People want to share what works and what
doesnt.
Advocates cannot be pushed around they have
to be pulled in by what they want and need.
Thus, social beings need social media.
Ano daw?
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WHEN YOU KNOWBETTER, YOU DO BETTER. OPRAHWINFREY
What now?
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Interactive continues to grow despitestrong economic headwinds
Medium girded by its breadth ofoptions, from above-the-line to below-
the-line Consumers increasingly embracing
digital media in all forms
Share shift by marketers from offline toonline to tap into the variety, reach,targetability, and effectiveness ofinteractive media
Emerging platforms provide newopportunities for marketers to engageand learn from their customers
Now, in 2010
Marketing as Conversation. Listen, facilitate,
and create advocacy. Co-create experiences
with consumers.
Media: The New Creative. Marketing message
distributiontiming, context, and relevanceis
as important as creative execution.
Marketing + Math. Data quality, quantity, and
accessibility have brought math to marketing.
New digital tools, predictive models, and
behavioral targeting will turn insight into
foresight. Mind the Gap. Marketing spending in digital
media is far from commensurate with consumer
behavior shiftswhen will the divide between
traditional and nontraditional media end?
The Digitally Savvy Organization. Technology
without an aligned organization, the right
talent, and a progressive culture is inadequate.
Functional skills are rising to the level of brand
strategy.
The Network Effect. Partnerships and
collaboration among agencies, media
companies, and marketers will grow in number
and depth. New players will assume importantroles and continue to reshape the value chain.Source: IAB (2009, 2010)
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Wait, theres more
Social media as Liquid Media
The web as Semantic Web
Consumers as Prosumers Listen to them, they know what theyre talking about
Sharing is viral good or bad. But bad reviews spread twice as fast.
Innovate the field is still wide open
Metrics Metrics Metrics
Augmented Reality
Holding Hands while Testing
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References:
Kaplan, A. and Haenlein, M. (2009) Users of the world, unite! The challenges and opportunities of Social Media [online] Available
at: http://www.sciencedirect.com/science_ob=ArticleURL&_udi=B6W45-4XFF2S0-
1&_user=10&_rdoc=1&_fmt=&_orig=search&_sort=d&_docanchor=&view=c&_searchStrId=1165610385&_rerunOrigin=goo
gle&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=09da5c0d09975a3131888e1b2568f15d
Scholz, T. (2008) Market Ideology and the Myths ofWeb 2.0 [online] First Monday, Volume 13, Number 3 - 3 March 2008 Available
at: http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/2138/1945
Landry, E., Ude, C., and Vollmer, C. (2010) HD Marketing 2010: Sharpening the Conversation: The Team and Tools You Need to
Market in an Increasingly D
igitally SavvyW
orld [online]A
vailable at: www.iab.com
IAB (2009) Interactive Advertising Outlook 2009 [online] Available at www.iab.com
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