Class 20

Emergence of Web 2.0,

Social Media Strategies

What Web 2.0 Isn’t

• Web 2.0 is not an upgrade to the Web

• Web 2.0 is not a specific Web Site or Web Sites

• Web 2.0 is not isolated

• Web 2.0 is not static

• Web 2.0 is not a tangible product

Friday, 18 March 2016 2

So What is Web 2.0?

• Web 2.0 describes World Wide Web sites that emphasize user-

generated content, usability, and interoperability.

• The term was popularized by Tim O'Reilly and Dale Dougherty at the

O'Reilly Media Web 2.0 Conference in late 2004, though it was coined

by Darcy DiNucci in 1999

• Although Web 2.0 suggests a new version of the World Wide Web, it

does not refer to an update to any technical specification, but rather to

cumulative changes in the way Web pages are made and used.



Differences between new media and traditional media


Interactivity

Intelligence

Individualization

Integration

Industry restructuring

Independence of location


What Has the Internet Done?

• The emergence of Web 2.0 has…

– Extended our social networks beyond our close knit groupings

– Made potential our social networks world-wide

– Given us the opportunity to network with people we never could have before


What is Web 2.0?

• It is Second generation of services available on the Web that lets

people collaborate and share information online

• O'Reilly Media and MediaLive International popularized the term

• Google is now seen as the torch bearer of the term by the media

• From a technology perspective Web 2.0 uses AJAX, Mashups and RSS

predominantly


Web 2.0: Evolution Towards a Read/Write Platform


Web 2.0 Best Of One:(Really Simple Syndication):


What is AJAX?

• Ajax is not a technology in itself

• Shorthand for Asynchronous JavaScript and XML

• The term was first used by Adaptive Path only in Feb 2005

• Removes the need to reload entire web page each time the user makes a change. Increase the web page's interactivity, speed, and usability.

• XML is used as the format for transferring data between the server and client. XML files may be created dynamically by some form of server-side scripting

• The Ajax technique uses a combination of: XHTML and CSS, JavaScript, XMLHttpRequest /IFrame object


Blogging

• Commercial (so called) Blog sites

– Netscape.com (new) owned by Weblogs, Inc.

– Engadget.com owned by Weblogs, Inc.

– Myspace.com


Weblogs, Inc :

• The company is owned by AOL and has more than 90 commercial

blogs meaning blog sites.

• Weblogs generated US$1 Million in revenue out of Google Adsense

alone in 2005.

• AOL bought Weblogs, Inc in Oct 2005 for US$25 Million.

• The CEO of Weblogs recently announced US$1000 per month for

bloggers who submit more than 150 Stories/Items per month in any

Social Bookmarking site.


Social Networking Sites

• Myspace.com

– Fourth most popular English Website

– 95 million members, with 500,000 new members each week

– Bought by News Corp (Rupert Murdoch) for US$580 Million in June 2005

• Orkut.com

– A Google Initiative

• LinkedIn.com

• Facebook


Software as a Service

• Software as a Service (Saas) is a model of software delivery where the

software company provides development, hosting, maintenance, daily

technical operation, and support

• SaaS can be for any market segment including home consumers, small

business, medium and large business


Windows Live

• Windows Live is Microsoft’s version of Web 2.0 services offerings.

• These will include Live Mail, Live Messenger, Live Favourites, Live

Office Domains and more.

• Watch out Microsoft for more to come from them…


Wikis

• Collaborative page.

• Anyone can add or edit content.

• Wikipedia - friend or foe?

• Wikispaces


Social Bookmarking

• Save web addresses of useful content.

• Share and search bookmarks.

• Generate specific resource lists.


Online Photo Galleries

• Publish photos online.

• Comment, and share ideas.

• Create photo stories and presentations.


Audio/video-casting

• Produce audio and video recordings.

• Publish them easily to the web.

• Creates a world-wide audience.


Social Media

Strategies


What is this Social Media thing all about?


• Traditional marketing

• Nor classic advertising

• Neither just a Facebook profileIt’s not…

• An integration of messages with technologies, images, video, audio…

• Conversations that are joined by more and more people every day

It is

Creating a Social Media Policy


Stay on brand

Stick to basic standards

Target audience

Numerous platforms

What is the purpose?

The Social Web is About Life Experiences

• Brands are using applications to engage their audience

• They are using applications to entertain

• They are not banner ads

• They are not groups

• They are the new Ad Unit

• They are used to connect and drive interest

• Social Media is now a major component of the Digital Buy


Key objectives and strategy


Increase website traffic and keep customers returning

Drive sales and encourage social recommendations

Raise awareness around your SMB’s website and products

How?

Bringing your SMB closer to customers

Giving them the chance to discover, engage and share

content around your SMB

Rewarding customer loyalty with promotions

Keeping customers engaged with content and linking to your

website

Content strategy

• Before entering social media, it’s important to define what the voice of

your Small Business will be and what content and messaging we want

to relay to the audience. All this can be simplified in 3 key themes or

content pillars (these are just an example)


Creativity Inspiration High quality

The capacity of creating something new and valuable or an unique idea. As artists or art lovers, most of the community will require this sentiment coming from artworkme

Related to the previous content, your community will look forward to some inspiration, a sudden creative burst that could let them show up their artistic genius

Both, Creativity and Inspiration will be improved with a high quality feel to be spread through the campaign. artworkme is high quality itself






Some actions to undertake…

• …to start with

• Go and meet users on the Internet– Answer comments left by users on multiple blogs. Read what they say about your

brand.

• Set up collaborative tools– Make sure you offer tools to your customers to share with you about your products

(blogs, forums, online surveys).

• Connect with your customers– Be present on online social networks and create a profile for your brand.

• Replay offline campaigns on the Internet– Post your last TV campaigns on YouTube, announce your coming event on Twitter, post

feeds on Facebook, Blog about your brand...


Some actions to undertake…

• …to start with

• Engage users in product testing

– Create restricted communities who will be able to test the product and help in its

development. Create user communities.

• Engage users to buzz

– Share and present your products to bloggers in order to engage a viral wave.

• Trigger the conversation

– Engage the conversation on your blog and over chat rooms. Post on other blogs.

• Develop an honest and viral state of mind

– Be open, do not be afraid, be honest and share as much as you can.


Some behaviours…

• …to embrace !

• Embrace transparency

– Do not post with fake names.

• Do not delete critical comments

– Do not be afraid and respond to them.

• Build trust

– By showing you are truly listening.


Combine the tools

• Use multiple tools and spread your presence !

• Leverage the effect by using multiple tools

• One media or one profile is not enough to see the effects

• It is the combination of multiple tools that will make you successfull


Be patient

• The effect will be there !

• You will only see small changes at the beginning

• The strategy is powerful when users will see your engagement

• One page on Facebook is not going to create miracles but the

combination of multiple tools might

• Never release your presence because communities need to be

animated


Facebook


My Space


LinkedIn


Twitter


YouTube


Slideshare


Blogs


Follow conversations…

• …and reply !

• Read all conversations that are done about your brand

• Participate to these conversations by replying and commenting

• Respond quickly for a stronger effect

• Share quality content


Social Media Campaigns should be Targeted

• Age, Political Views,

• Gender,

• Relationship Status,

• Activities

• Location


Choose Your Creative

• Social Media Ads can contain Images

• Social Media Ads can contain Videos

• Social Media Ads can contain only Text


Why then Social Media is this hard?


Too many channels

More and more people joining

Thousands of conversations

Very little time

Measuring progress


WebsiteVisitors: how

many + where are they coming

from

How often they visit your website

What browsers they use

Mobile reporting

Engagement Tracking brand sentiment

Follower + fans growth

Tracking comments, mentions and “people

talking about it”

R.O.I. Tracking social media ROI via Google Analytics

Tacking traffic coming from every activity of your social media campaign

Tracking the potential future

customers

Bear in mind


Social Media is not unidirectional. It’s not advertising

Social Media works, but it’s not for free. Your SMB will have to be ready for the time of your CM, social ads, promotions, vouchers or contest prizes

Social Media must be coherent with website and brand. Coordination between your SMB and your online marketing consultant

Social Media is a matter of TIME. Time to keep everything updated and time to wait for results

