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This is the Web 2.0 presentation for the Business Council of New York. Stop thinking about websites and start thinking about digital.
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Web 2.0 in 2011
• What is a social network, and how they are different
• Some examples of social media tools
• The shift – ie, what now?
What is a social network?
• For an individual, the value is in the community
• For a brand, the value is in harnessing the community
Social Networks
• Social media is about a change in behavior
• A convergence, where online stopped being about ‘websites’ and started being about experiences
• “Social media is having the disruptive impact that TV did. But on an accelerated timeline.”
– Eric Mower
TRADITIONAL MEDIA SOCIAL 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
Who has time for all this?
• 2nd Law of Social Networking
Why EMA
• Before we show off the tactics, people like to share.
• So we’re not in control.
• Of the brand, the message, of the consumer
• As social media experts, we understand that we’re not in control. But we understand how to use tools to get a little control back.
The tactics
• Facebook has over 500 million members
• 50% of all Canadians have a profile!
Source: http://www.facebook.com/press/info.php?statistics
• Connecting people I already know.
• Facebook is after shoppers through the social graph.
Who is on Facebook?
• There are a lot of brands that are part of the everyday life of people.
• When used right, Twitter can be a goldmine of insights.
• Twitter will be the place where you first hear of a crisis.
• Social bookmarking is the solution to never having to e-mail a link home.
• It’s also a way to prove smarts.
• A continuously updated what’s new section of the website
• YouTube has a vibrant community
• YouTube is the second most used search engine
Location based social networks
• Yelp, FourSquare, Gowalla, and a myriad of other tools are local mobile search engines.
• Users "check-in" at venues, get rewards.
• We’re giving people free stuff at client locations.
• A secure social network for $20 a month
The shift
• Understand customers better
• Whoever they might be.
• I just showed you a bunch of tactics.
• Here’s how those things could work together.
• That’s a digital presence not a website.
• It’s digital real-estate that you have some control over, where people can talk back.
• These places need content.
• And they need content for different parts of the journey.
• So develop a digital strategy whereby your website works with other digital assets.
• Create shareable content (or share content).
• And move people from learner to shopper to buyer.