“Web 2.0” 101What it is and why it’s important

June 2008

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Agenda

• Definition of Web 2.0• How fast is the channel growing?• Advertising pros and cons• Web 2.0 tactics

– Blogs – RSS– Social Networks – Mashups– Online videos – Podcasts– Wikis – Widgets– Folksonomies

• Best practices• What is after Web 2.0?

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What is Web 2.0?• Definition

– The trend in the use of technology and Web sites that aims to enhance information sharing, creativity, and most notably, collaboration among users. (Source: Wikipedia)

• Difference between Web 1.0 and Web 2.0– The way Web users are getting information has changed from

“push” to “pull”.– Today, users “pull” content they’re specifically interested in often

using Web 2.0 tools.

Web 1.0 Tactics

BannersEmail

NewslettersSearch Marketing

Web 2.0 Tactics

BlogsWidgetsPodcasts

RSS feedsOnline Videos

Social Networks

Push

Pull

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How Fast is the Channel Growing?

• Social network advertising is one of the few Web 2.0 tactics that can be measured, so its spending can be used as a proxy for Web 2.0 spending.

• eMarketer projects that US online social network ad spending will grow 55% this year.

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Advertising Pros and Cons

• Pros:– Engaging target audience to interact with a company’s brand.– Inviting users to share opinions on a company’s products and

services.– Allowing businesses to demonstrate the value they place on

their customers by inviting interaction in an informal setting.– Enabling target audience to show their affinity by becoming a fan

and a brand advocate.

• Key takeaway– Facilitates viral marketing.

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Advertising Pros and Cons

• Cons:– Companies give up some control of how their brand is presented

and received.– Advertisers must be comfortable with the possibility of receiving

negative and conflicting comments and be prepared to address them.

– No standardized advertising business model yet.– Tracking and measurement is difficult.

• Key takeaway– Companies must examine whether the viral and community

benefits of Web 2.0 advertising outweigh the risks.

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Blogs

• What’s new?– Megablogs with paid staffs have overshadowed the voice of

individual bloggers.– Growing blog categories

• Celebrity blogs highlight a company's product or service, but also enhance the company's credibility and worth to consumers by tapping into society's obsession with public personalities.

• Mom bloggers

• How to advertise?– Google AdWords– Traditional banner ads– Pay people to blog - Payperpost.com– Create a company blog

• Potential client use– Grand Hotel

• Implement a program on an industry blog

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Social Networks

• What’s new?– Is it a bubble?

• Social networks are having a hard time generating revenue.• There is a lot of competition.

– Profile sharing• Facebook Connect and Google Connect allow users to carry their

basic profile information, friends and privacy settings around with them. This profile portability will lead to new forms of contextual and behavioral targeting.

– Business uses• Emergence of B2B social networks.• Businesses are creating internal social networks for employees.

– Microblogging• Twitter

Facebook Connect

Twitter

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Social Networks - continued

• How to advertise?– Display advertising

• Facebook Social Ads/MySpace HyperTargeting– Targeted by gender, location, education level, etc.

– Create a profile• Facebook pages

– Widgets– Emerging opportunities

• Facebook Beacon

• Potential client use– FCO, New Business

• LinkedIn - target by industry and position– Walsh College

• Facebook - target by education level

Profile

Social Ads

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Online Videos

• What’s New?– More and more advertisers are using video on their

websites and banner ads. – Plug-ins are no longer needed for the most part, the

technology is embedded into the video.

• How to advertise?– Sponsor a YouTube channel.– Create your own viral video series.– Advertise a pre-roll video on a publisher’s site.

• Potential client use– MDEA could encourage users to upload videos pertaining to key

brand and product themes. For example, remarkably colorful animations, laser-accurate golf shots, amazing feats of precision and/or ingenuity. Memorable videos will capture people’s attention and can become viral.

CNet TV

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Wikis

• What’s New?– Technology that was first developed to edit an online

encyclopedia is now being used by companies for additional applications such as:• Writing software• Mapping cell-phone base stations• Launching branding campaigns

• How to advertise?– Wikis are primarily a PR platform. Can be used in conjunction

with a branding campaign.

• Potential client use– GMNext.com

• This is currently live.

GMNext.com Wiki

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Folksonomies

• Social bookmarking, social indexing, social tagging– Social bookmarking allows users to store and organize

bookmarks of Web sites and pages they find useful and would like to visit again. These bookmarks can be shared with the public or with individuals. Examples: • Del.icio.us

• StumbleUpon

• Digg

• What’s new?– To increase traffic and spread your content, you should enable

users to easily add your articles to their favorite social bookmarking and sharing services by embedding the appropriate buttons on your page.

Digg

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Folksonomies - continued

• How to advertise?– AddThis allows you to add social bookmarking buttons to your

pages within minutes. It also enables users to e-mail the article and provides reporting on how your content is being shared. Social Marker is another popular service.

• Potential client use– We should recommend social bookmarking for any clients with

corporate blogs.– Use social tagging with Mitsubishi and redcord online videos.

Sample of bookmarks

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RSS Feeds

• What’s New?– RSS allows people to conveniently read new content posted on

a company’s website or blog from your desktop. Your audience is constantly updated is always current without having to remember to visit your site, waste time “surfing”, or registering their email address.

– This technology has been adapted to online advertising allowing it to stay current.

– There is speculation that eventually RSS feeds will be adapted for televisions applications.

Standard RSS Feed

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RSS Feeds - continued

• How to advertise?– RSS can be accessed via My Yahoo, Netvibes, and a variety of

RSS readers. Also, many companies display individual RSS feeds as well as combined feeds on their sites to further enhance readers' experience.

– Pheedo and Google + Feedburner are a couple companies that allow for RSS advertising and tracking.

• Potential client use– Grand Hotel offers constantly update on banners without

having to rebuild the banner.

Pheedo RSS text adPheedo RSS RM ad

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Mashups

• What’s new?– A web application that combines data from more than one

source into a single integrated tool; an example is the use of cartographic data from Google Maps to add location information to real-estate data, thereby creating a new and distinct web service that was not originally provided by either source.

• How to advertise? – Mashups are primarily a content tool and do not support

commercial advertising.

• Potential client use– Map for AFV website that incorporates dealer

locations, local incentives, vehicle availability,E85 stations, etc.

Google Maps and Airport Parking Mashup

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Podcasts

• What’s new?– The medium has moved from being dominated by individual

podcasters to an integrated and heavily used tool of radio stations.

• How to advertise?– Companies can create their own podcasts.– Advertisers can create an audio commercial to be inserted into a

third party podcast.

• Potential client use– Grand Hotel can sponsor a podcast series hosted by local

newspaper Web sites. – AFV and MD could host podcasts on

industry trends.

NPR Podcast Library

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Widgets

• What’s new?– Widgets have moved from consumer to business use.

• Initially begun with consumers using widgets to enhance their personal web experiences, or the web experiences of visitors to their personal sites, corporations are now using to improve their Web sites using syndicated content and functionality from third party providers.

• How to advertise?– Clearspring.com – Create, distribute, and track widgets across

the social web.

• Potential client use– MDEA can create a viral widget showing videos

and photos of the new TV, automatically updatedwith newly published stories, testimonials, press releases, etc.

Honda 336x280 Widget

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Best Practices

• Blog ads– Use humor or sarcasm. Appeal to reader sensibility with solid

copy. Use ads with a timely news hook. Rely heavily on content instead of images.

• Social networks– Users are interested in viewing marketer’s profiles. Engage

audience by using branded viral elements and build branded profiles.

• RSS– Tell, don’t sell. RSS ads are about creating relationships with

readers. Consumers use RSS to get information in an easy way, so provide them information and build a relationship.

• Online videos– Don’t frustrate the audience. Be entertaining.

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What is after Web 2.0?

• Answer: Web 3.0• What is it?

– Definition One – semantic web• Web content becomes far more accessible to search engines,

making search results more relevant.

– Definition Two – more bandwith• “If Web 1.0 was a 56 Kbs dial-up connection, and Web 2.0 is a 1.5

Mbps, then Web 3.0 is 10 Mbs” says Reed Hastings, CEO NetFlix.

• More bandwith allows HD video streaming, larger email inboxes, more photo storage, etc.