Entrepalooza

A brief look at Web 2.0

Brought to you by Time Warner Cable Business Class

and Botanicus

What we’ll talk about today

• Web 1.0 – a little history

• A little Social media 101

• Some ideas for all companies

• Some thoughts for smaller companies

• Some thoughts for larger companies

This presentation is brought to you by

Botanicus

Time Warner Cable Business Class

To begin

• Why me?

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 e-mail. People signed up, and e-mail sent to the group went to every subscriber.

Why me?

• A woman from Buffalo joined.

Why me?

• We e-mailed back and forth.

• Buffalo and Toronto are close, so we met up and hooked up.

Why me?

• To recap.

• Canadian copywriter joins early social network.

• Woos US woman with words.

• Moves to US.

• Is hired by Eric Mower and Associates

• Becomes citizen.

• Presents at Entrepalooza

This is me:

I also work here

Where I do this

Web 1.0 – a little history

• Before the internet, marketing was based on the physics of geography.

• We bought local media properties because that’s where the customers were.

Web 1.0 – a little history

• The information-based web changed that.

• People from anywhere 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 to London.

• But it was a monologue approach to a dialogue medium.

Web 1.0

• But wait, we asked for dialogue

Amid the rubble is Web 2.0

• Web 2.0 was coined by O’Reilly Media in the early 00’s after the first web bubble burst.

• Two important things happened.

• Because of Google, websites that encouraged people to return became profitable.

• Websites that created a community encouraged people to return to it.

Time. October 13, 2007

Web 2.0

• Think of 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.

• Facebook has 200,000,000 active users.

• StumbleUpon, a site you might never have heard of, has 8,000,000 people sharing content.

Web 2.0

• What’s different now?

• People are social. We join groups, associations, clubs, teams.

• So joining something isn’t new, joining it online is.

• And we’re not talking teens. More and more “old people” are joining social networks.

Social Network UsersAll Adults Teens Younger Older Silent GI

Online Online Gen Y Gen X Boomer Boomer Generation Generation18+ 12-17 18-32 33-44 45-54 55-63 64-72 73+

Go Online 74% 93% 87% 82% 79% 70% 56% 31%Use Social Networking Sites 35% 65% 67% 36% 20% 9% 11% 4%Create an SNS profile 29% 55% 60% 29% 16% 9% 5% 4%Read blogs 32% 49% 43% 34% 27% 25% 23% 15%Create blogs 11% 28% 20% 10% 6% 7% 6% 6%Pew Internet & American Life Project Surveys

•Source: Pew Internet & American Life Project Survey December ’08, Source: InsightExpress, 2/09

So what is a social network?

• A social network is a community of people that are tied together by an outcome.

• Social networks are tools that work well with high-speed Internet access (available from Time Warner Cable Business Class.)

• The tools of Web 2.0 exist because people like to share

Why does Web 2.0 matter?

• People trust the recommendations of other consumers more than they trust our ads. (Shocking, I know)

• They especially trust the people they have things in common with. ie, live in same neighborhood/city.

• They use these sites to get opinions, voice opinions, and get recommendations about your company.

• With or without marketers.

Promotion Networks

What is a social network?

• Impressed?

• Obviously logos are only part of the story

• Because Marketers are here to learn how to take advantage of these communities.

• To sell stuff in them.

• It’s okay to go in them and sell stuff. Just remember, it’s different.

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

SOME DIGITAL IDEAS FOR EVERYONE

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.

LinkedIn

• Groups

LinkedIn

• Answers

LinkedIn

• People create profiles in LinkedIn. They refer each other, answer questions, join groups.

• From those profiles, LinkedIn creates a picture of the company.

LinkedIn

LinkedIn

LinkedIn

• 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

Slideshare.net

Slideshare.net

• This is the YouTube of PowerPoint presentations.

• I know, it sounds ridiculous.

• But if you have PowerPoint presentations, Slideshare can show the sum total of your knowledge.

Slideshare.net

• Slideshare synchs with LinkedIn. So LinkedIn employees could show the sum total of all the knowledge

Delicious

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:

Delicious

Wikipedia

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.

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.

Wikipedia

• You can also use this to show off your individual expertise. (which then becomes a reflection of the company you work for.)

• Look up your category of expertise, and add to the entries. Then, be sure to let people know you did it on your LinkedIn page.

Wikipedia

Meet Google

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.

Google

• Note the first question:

Google and Maps

• Maps are a legitimate return for many of the Google searches people do in Western New York.

• Honest dry cleaner.

• Office plants.

• Business Internet.

Google Maps

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.

Google Maps

Google Maps

• So lets take a look at how this works.

Google Maps

Google Maps

Google Maps

Google Maps

Google Maps

Google Maps

NOW, HOW SMALLER BRANDS CAN USE IT

How can a brand use it?

• Meet Gary Vanderchuk.

How can a brand use it?

How can a brand use it?

• He uses social media to spread the story of Wine.

• He’s cornered the Wine market on those little TV’s we’re increasingly watching.

• He does the show to prove he knows the wine you should have with your dinner.

• Then he tells you how much.

How can a brand use it?

• He has a website.

• But he also has a digital presence. He doesn’t upload video to his website, he lets Vimeo take care of that.

• Search for Gary Vanderchuk, and you’ll discover that he’s in many conversations pushing his brand.

• But it’s work. Don’t come away from this thinking it’s not. The media is free, the creation of it isn’t.

How can a brand use it?

• He has a strategy.

• He’s not selling.

• He’s telling.

• And in telling us about wine, he’s proving a positioning strategy: he’s the right person to buy wine from because he knows wine.

• Even better: there’s no competition in the medium he’s picked.

What does that mean?

• It means this:

• Before you jump into social media, get a strategy.

• What will you say? Is there a market for what you’ll say?

It’s part of the Marketing Mix

• Social media isn’t a silo. Meaning, think about how your paid media will work with your social media

• If you start a Facebook page, have it on your website and business cards.

• If you have a Twitter feed, add it to your packaging.

• Design all communications for participation

This is how a well-known brands does it

What about really big brands?

What about really big brands?

What about really big brands?

We’ve used Twitter

• EMA uses Twitter for clients. 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.”

• Social media offers fans the ability to connect with a brand, and participate it in through comments, mash-ups, reviews, games, or even simple clicks.

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 Sara from Home Depot 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.

The change from social media

• Which brings up ROI.

• What if the ROI is the Risk of Ignoring?

• If Home Depot ignored @marcoarment, would it matter that much?

• Maybe not. But the act of listening and responding means a brand is prepared.

Dominos Case study

• A couple of Dominos employees were playing with the food they were preparing. One of them was blowing his nose on the pizza.

• Sticking pepperonis in his bum and then onto the food.

• This was filmed in a Domino’s kitchen.

• They put it on YouTube.

Dominos

• Big Brands can learn two things from this:

• 1. Listen, and you’ll see when something bad brews.

• 2. Have some sort of social media policy that offers restrictions on what can or can’t go live.

• And remember: if Domino’s employees can do this, anything is on the table, so be prepared.

• The perpetrators in this case where in their 30’s.

So what now?

• Good question. I suggested you:

• Check your LinkedIn profile. Both company, and personal.

• Check maps.google.com and maps.yahoo.com.

• In fact, do a really deep search in Google for your brand and see where you are. See if people are participating in a dialogue about your product. Or category.

So what now?

• Then, develop a strategy to get involved.

• Because more and more people are already getting involved.

• With, or without you.

Further reading – Questions

• This presentation is available at

http://www.slideshare.net/EricMowerandAssociates