Online Marketing Web 2.0

By: Hans Mannak Online Marketing Lecturer at NHTV

Bubble 2.0

or

Relevant Trends

Trends:Internet 2008 Netherlands

� Internet penetration 83% (13 year+, +3% growth)� Highest in Europe

� Internet use: 1 hrs / day (13 year+, +13% growth)� Internet use: 1.2 hrs / day (all surfers, + 13 % growth)

Male Female

20%

40%

60%

80%

100%

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

0%

Sources: Trendbox 2005 & STIR

Trends:Internet Usage The Netherlands: Male - Female

81

19

78

22

75

25

74

76

66

34

59

41

59

41

53

47

54

46

50

50

49

51

49

51

49

51

Hardly any difference anymore in Internet usage men and women

20%

40%

60%

80%

100%

0%

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

- 24 25 � 34 35 � 49 50 � 65 65 +

18

21

36

19

7

17

25

33

18

6

17

29

35

16

4

20

28

34

13

4

22

25

35

16

3

24

30

33

12

2

23

30

32

12

2

25

29

34

10

2

29

32

28

9

1

25

33

31

10

1

32

34

23

9

1

Source: Trendbox 2005

Trends:Age Internet Users in the Netherlands

Internet users are now a reflection of society

Total 12-15 15-25 25-35 35-45 45-55 55-65 65-75

2005

2006

2007

Trends:Access to Internet (%) Per Age Category

Source: Centraal Bureau voor de Statistiek (2007), & Mind your X�s and Y�s, Linda Johnsonhttp://statline.cbs.nl/StatWeb/Table.asp?STB=T&LA=nl&DM=SLNL&PA=71098ned&D1=33,45-47,65-68,92-98,101-104,114,124-133&D2=0,7-13&HDR=G1

98 98 98 93 95 98 86 90 93 91 939283 85 88 88 90 92 73 73 79 41 50 53

Different

Very Different

The Connected Generation

Generation Y(1980 � 1997)

Generation X(1965 � 1979)

50+

The Connected Generation

�Generation X and Generation Y� 24 hrs x 365 days� The �Anytime, Anyplace & Anywhere Generation�� The Connected Generation is using Internet and mobile

phones for all their social activities

Trends:Media Changes the Netherlands

� TV: from 2 TV channels to > 100� Internet: form 0 to 162,000,000 websites (>11.5 billion pages)� Fragmentation of media�Over 200,000,000 channels.

� Results: � fast growth of non-personal communication media

Trends:Dailey Internet Activities (Age: 15 � 24 years)

1 MSN 81.2%

2 Mail 70.2%3 Search sites 59.6%4 Surfing 55.1%

5 Download music 34.6%6 News 33.3%7 Watch profile 28.5%

8 Search info for school 24.4%9 Create own page/site 23.4%10 Watch movies 22.5%

Source: Newrulez, http://www.wereldjournalisten.nl/factsheet/2008/06/12/digitale_media_in_de_multiculturele_samenleving/

Trends:Conclusion

� Internet users are now a representative sample of society� Internet (1.0) was a relatively cold media� The connected generation has the need, but does not

have sufficient possibilities for social activities

What is Web 2.0 and Web 3.0?

What is Web 2.0?

Source: www.wikipedia.com

� This definition shows the confusion and hype on the market, about Web 2.0:� Platform (technology)

� Applications� Results

�Web 2.0 is like pornography, difficult to describe, but you know it when you see it�Wikipedia:� Web 2.0 is the business revolution in the

computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform

Web 2.0Qetgrhjtyjhhrhrthtthb cryioogasfwsqacscQetgrhjtyjhhrhrthtthb cryioogasfwsqacscQetgrhjtyjhhrhrthtthb cryioogasfwsqacscQetgrhjtyjhhrhrthtthb cryioogasfwsqacsc

What Is Web 2.0?

�Web 0.0 is about technology�Web 1.0 is about commerce�Web 2.0 is about people�Web 2.0 refer to a supposed second generation of

Internet-based services that emphasize online collaboration and sharing among users� A restart of the web?� Build on top of web1.0?

What is Web 3.0?

� Social web (web 2.0): conversations between people� Semantic web (web 3.0): interaction between machines

What Is Web 2.0/3.0?Buzzword Bingo

� Ajax

� Apollo� Web standards� User Centered Design

� RSS� API�s� Blogs

� Wiki�s� Mashups� Social Networking

� Tagging� Folksonomies

� Web 2.0 services:� Social Networks (Flickr, YouTube,

SlideShare)� Web-based Applications (Google Docs,

Time Tracker)

� Wikis (Wikipedia)� Blogs, photologs & Podcasts (blogger)� News promotion systems (digg, meneame,

fresqui)� Content managers (netvibes, del.icio.us,

cannotea, refworks)

� Communication tools (basecamp, zohoproject, meebo)

� Subscription services (bloglines)� Searchers based on tags (flickr, technocrati)

Web 2.0(People�s Perspective)

Collaboration Conversation

Community Connection

Content creationCumulative learning

Collective intelligenceChange of scale

Core values Cheap and fast

Web 1.0 (Technological Perspective)

Internet

Simple websitesSimple applications

Web 1.0 (Technological Perspective)

Internet

Simple websitesSimple applications

Web 1.0 (Technological Perspective)

Internet

Simple websitesSimple applications

Web 2.0 application platform

Web 3.0(Technological Perspective)

Smart websites

Smart applications

Internet

Address?

Bank account

Chamber of commerce

number

Suppliers?

Components & Applications Web 2.0

� Interactive Web 2.0 Components� BLOGS� Wikis

� RSS

� Folksonomy

� Mashups

�Web 2.0 Applications� Social networks

� User generated content

Web 2.0 Interactive Applications

Web 2.0 Components:BLOGS

�Wikipedia�s definition:� A blog (a contraction of the term "Web Log") is a website, usually

maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics orvideo. Entries are commonly displayed in reverse-chronologicalorder.

Web 2.0 Components:BLOGS: Types

� Closed Blog� Small but extremely passionate and engaged audience� Audience unlikely to grow

� Conduit Blog� Potentially larger audience than closed blog model

� Audience highly engaged with personality and/or topic

� Audience unlikely to grow rapidly because it serves sameAudience without reaching out

� Participant Blog (participant in information)� High level of involvement

� Positive impact on trust

Source: http://www.cybersoc.com/2007/02/3_types_of_blog_11.html

Web 2.0 Components:BLOGS: Types

Closed Blog

News

Map

MP3

Image

Wikipedia

Conduit Blog

Participant Blog

Source: http://www.cybersoc.com/2007/02/3_types_of_blog_11.html

�Up-to-date website� �Portal� �Interactive Blog�

Web 2.0 Components:BLOGS: Types

� Vlog� Linklog� Sketchblog� Photoblog� Tumbleblog

� Phlog� Moblog� Splog� Slog� Corporate blogs

� Miscellaneous types of blogs

Blogs that contain videosBlogs that contain url to several linksBlogs that contain portfolio of sketchesBlogs that contain photosBlogs that contain shorter posts and mixed media

typesBlogs that uses gopher protocol known as PhlogBlogs that are written using mobile devicesBlogs used for spamming purposesBlogs that are used for business purposesBlogs that are used to enhance the

communication and culture in a corporationThere are various blogs such as political blogs,

travel blogs, fashion blogs, project blogs or legal blogs

Web 2.0 Components:BLOGS: Current Situation

Global� 6.5 billion people� 1 billion internet users (> 15%)� 162 million websites� 70+ million weblogs� 2 billion messages/ reactions on weblogs

� Netherlands� 16 million people� 10,9 million internet users (13 year+; > 81%)� 1 million weblogs

Web 2.0 ComponentsWiki�s

� A wiki is a collection of web pages designed to enable anyone whoaccesses it to contribute or modify content, using a simplified markuplanguage. � No HTML coding required:

meta http-equiv="Content-Type" content="text/html; charset=utf-8" /><meta name="generator" content="MediaWiki 1.14alpha" /><meta name="keywords" content="Encyclopædia Britannica,Featuredarticles,2002,2004,2005,2006,2007,2008,Alexa (Internet),American Library Association,April 10" /><link rel="alternate" type="application/x-wiki" title="Edit this page" href="http://en.wikipedia.org/w/index.php?title=Encyclop%C3%A6dia_Britannica&amp;action=edit" /><link rel="shortcut icon" href="/favicon.ico" />� Technology used is derived from Content Management System

technology

Web 2.0 ComponentsWiki�s: Different Types

� Educational� Open platform (e.g. wikipedia)

� Social wiki�s� Discussion of subjects

� Corporate wiki�s� Publication (e.g. meeting minutes)

Web 2.0 Components:RSS

� RSS is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts in a standardized format.� An RSS document (which is called a "feed," "web feed,"

or "channel") contains either a summary of content from an associated web site or the full text. � RSS makes it possible for people to keep up with web

sites in an automated manner that can be piped into special programs or filtered displays.

Source: www.wikipedia.com

Web 2.0 Components:RSS: Requires an RSS Reader

� Windows� Offline readers

� RSSReader� FeedReader� FeedDemon� NetNewsWire

� Online readers� BlogLines� News Gator (Outlook)

� Mac� Offline readers

� NetNewsWire

� Linux� Straw

� Mobile� MobileRSS

Web 2.0 Components:Folksonomy

� Folksonomy (also known as collaborative tagging, socialclassification, social indexing, and social tagging) is the practice and method of collaboratively creating and managing tags (a non-hierarchical keyword or term assigned to a piece of information, such as an Internet bookmark, digital image, or computer file) to annotate and categorize content. In contrast to traditional subject indexing, metadata is generated not only by experts butalso by creators and consumers of the content. Usually, freely chosen keywords are used instead of a controlledvocabulary. Folksonomy is a portmanteau of the wordsfolk and taxonomy (classification), hence a folksonomy is a user generated taxonomy.

Source: www.wikipedia.com

Web 2.0 Components:Folksonomy

Folksonomy

Web 2.0 Components:Folksonomy: Tag Clouds

� A tag cloud or word cloud (or weighted list in visualdesign) is a visual depiction of user-generated tags, orsimply the word content of a site, used typically to describe the content of web sites.

What Is Web 2.0? Mashups

� The musical genre encompassing songs which consist entirely of parts of other songs

� A web application that combines data and/or functionality from more than one source

Why Use Social Media?

� 59% To keep in touch with friends and family� 57% I like looking at other people�s spaces� 47% I want to meet people with similar interests � 46% To express my opinions and views on topics� 20% It is a good way to date� 17% Using it for a specific reason, e.g. wedding, job

networking

Web 2.0 Applications

� User generated content (BLOGS, Wiki�s and Mashups)� Content syndication (RSS)� Collaborative filtering� Collaborative rating

Web 2.0 ApplicationsUser Generated Content: Impact

� Co-creation

� Involvement

� Perceived risk

� Threshold to purchase

Examples Web 2.0

Web 2.0 Landscape

Examples Web 2.0

� www.youTube.com� www.flickr.com� www.slideshare.net� www.hyves.nl� nl.facebook.com� www.linkedin.nl� www.netvibes.com� www.orkut.com� www.myspace.com� www.last.fm� www.digg.com

Example: YouTube

� User Generated Content: Video�s (65,000 uploads / day)� 100 million videos watched / day� 20 million unique visitors / Month

� 6th largest audience for a website

� 45 terra bytes of video

� Total time spend for watching: 9,305 years

� 70% of visitors is American� 50% is under 20 years of age

� Acquired by Google Nov. 2006

� Link YouTube to your site

Source: http://www.youtube.com/press_room_entry?entry=AwPf9c9qJDc

Example: Flickr

� User Generated Content: Photo�s� 228 million photo�s� 500,000 uploads per day

http://mtj.wordpress.com/2007/04/28/mysql-conference-scaling-fotolog/

Example: Slideshare

� The worlds largest community for sharing presentations� 300,000 presentations from 165 countries in 55 languages

CEO Rashmi Sinha

Example: Hyves

� Social Network (communities)� 7 million subscribers� 4 billion page views / Month

� Exchange messages, photo's, video's, tips and advertisements

Over the top due to a lack of privacy?

Are you selling to young people?Find the right community!

Example: Facebook

� Social Network (contact other people)� User base (according to facebook): 67 million� 100,000 new registrations / day

� 5th most valuable USA Internet company

� 4.1 billion photo�s

CEO Mark Zuckerberg

Example: LinkedIn

� LinkedIn is an online network� more than 25 million experienced professionals� from around the world, representing 150 industries

� 9 million active users

� Average user is 39 years old and makes $139,000 a year

� Founded in 2003 by Reid Hoffman

Example: Netvibes

� Personalize your start page� 5 million users� Paris based company

Example: Orkut

� User Generated Content (photo�s & video�s)� Social Network (contact other people)

Example: MySpace

� Social Network (theme based)� MySpace is a popular social networking website offering an

interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music and videos

� 110 million active users, 85% is 18+ years of age

� 300,000 new subscribers / day

Example: Last.fm

� User Generated Content (Radio and music community)

Example: DIGG

� Find content

Example Wiki�s: Wikipedia

� User Generated Content (knowledge)� Over 7 million articles, in >200 languages� Britannica Encyclopedia produced with 100 editors a new release

every 25 years, Wikipedia updating every minute

But:Not only BE had difficulties to survive, Wikipedia is also not a rich company having financial problems

Example RSS: Marktplaats & Bloglines

Example RSS: Marktplaats & Bloglines

Example Folksonomie : del.icio.us

� Social Bookmarking Service

Conclusion

�Main web 2.0 usage:� User Generated Content� Social Networks

� Personal productivity improvements

How To Use Web 2.0 For Best Results?

Best Results?

� Depends on your goals . . .� No 100% correct answer possible� Best practices

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Public

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Corporate Website

Public

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Corporate Website Closed BLOG (up-to-date) or Conduit BLOG (portal)

PublicBetter content for prospects / customers = higher conversionHigher ranking in Search Engines = improved acquisition

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Corporate Website Participant BLOG (interactive)

PublicMore trusted by prospects / customers = higher conversionHigher ranking in Search Engines = improved acquisition

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

PublicBetter understanding of target audience

Corporate Website (with folksonomy)

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Folksonomy (on third party site)

PublicBetter understanding of target audience

Better acquisition

Corporate Website (without folksonomy)

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Corporate Website

Public

Online Advertising

Specific target group

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Corporate Website

Viral Marketing

PublicSpecific target group

Online Advertising

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Corporate Website

PublicSpecific target group

Tagvertising

Much better targeted= higher conversion, lower cost

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Corporate Website

Viral Marketing

PublicSpecific target group

Tagvertising

Much better targeted= higher conversion, lower cost

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Corporate Website

PublicSpecific target group

E-mail

Company Goals

Best Practices 2.0

Acquisition Conversion Retention

200 million channels

Corporate Website

PublicSpecific target group

RSS

Highly trustedHigh acceptance

Best Practices 2.0

�Overwhelmed?� Let NHTV students find out what the best solution is for

your company

Conclusions

�Marketing is becoming more complex (=more fun)� Users are now part of the communication process, not just

the end of it� Consumers are becoming vendors themselves:� Of stuff (eBay, Amazon)

� Of media (bloggers, myspace)

�Opinion formers are popping-up in unexpected places� Bloggers in particular

� Young people need a young approach

Thank You For Your Participation

Hans Mannak

Online Marketing Lecturer at NHTV

mannak.h@nhtv.nl