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Web 2.0 and Social Media for Business Textbook 2nd Edition Powerpoint Slides Free Bookboon book at http://bookboon.com/en/web-2-0-and-social-media-for-business-ebook
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Chapter 9: Social Buzz and Viral Phenomena: Part C
Web 2.0 and Social Media for Business 2nd Edition
Roger McHaney, Kansas State University
Tumblr
Tumblr refreshes the medium of the blog and renews it with a better format, centralized management, and higher levels of interactivity.
Tumblr• Does not require posting media on other sites (for instance no need to
post on YouTube and embed video in a blog entry) • Allows material to be uploaded directly from a number of sources
including mobile devices
Tumblr• Fills the gap between Twitter’s microblogging features and Facebook’s overarching social media capabilities.
• First launched in April, 2007
• Grown to nearly 50 million blogs with over 18 billion posts
• 85% user retention rate and over 13 billion views per month
Tumblelogs
5Tumblr populated with tumblelogs. These ‘blog entries’ may take the form of a stream of Tweets
Entries also may appear as multimedia blog entries
Many people use a tumblelog to represent a personal view of their lives (like an online diary or journal) Tumblr users can follow each others' blogs and restrict viewers with privacy settings
Tumbler for Business
6Not traditionally envisioned for business use
Poor choice for many industries
Banking, financial services and those seeking to develop a traditional business reputation might not find the ‘flash and glitter’ of Tumblr compatible with business objectives
Tumbler for Business (con’t)
7
Excels in business seeking fast paced, social network optimized for quick consumption
Best with multimedia
Mainly concerned with photos, videos, quotes and questionsMembers known for being edgy, artistic, and inspirational
Example Tumblelogs that
Work!
8
Tumblr Users
9• Easy for users to find and view material on mobile devices • Offers minimal customization options• Does not permit self-hosting• Most businesses view Tumblr as supplement to primary Web
site• Ideal for reaching user demographic hard to contact via print
media • Tumblr’s demographic is under 34 years old and mobile device
users• Organizations find coupons, product information, sales notices,
and other material. All are shared among users on Tumblr
Pinterest• Social media Web site designed so users can organize and
share images and videos• Shared media are called Pins and typically organized into
Pin Boards• Pin Boards generally relate to a theme and can be
followed by other Pinterest users• Content can be RePinned, Liked, and shared• Users follow each other as well as specific Pin Boards• Like Tumblr, Pinterest is visually-oriented and suited for
use on mobile devices• Pinterest opened for beta use in 2010, making it a young
and rapidly growing site
10
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Pinterest (con’t)
Users pin interesting items they find on the Web (or that they create for themselves) Community aspect becomes important as individuals rely on others with similar interests to help find new relevant items Popular in areas where a visual component is importantOften is used for interior design, art, fashion, recipes, food, cake decorating, and shopping. Businesses benefit because traffic is driven to their Web sites Users communicate by reposting content, sharing pins on Facebook, tweeting pins, or embedding Pinterest material on blogs
12
Foursquare and Location Based Services
Location-based mobile platforms enable users to “check in” via a smartphone app and share their location and other details with friends and businesses.
14
Location Based Services (LBS)
Seen as the next big area for business expansion with more than six billion mobile users in the world.
15
Almost 20% of mobile device owners already use LBS, creating a huge untapped market. Popular LBSs include Foursquare, Yelp, and Living Social.
TNS Global
Login and Work Behind the Scenes
Foursquare creates competition between users by encouraging them to earn points and badges for leaving tips, information, and photos of their current location. Other use this information to create to-do/to-go-to lists. Merchants and brands leverage Foursquare presence by offering specials and VIP information to users
Foursquare FactsFoursquare is a young company, founded in 2009 by Dennis Crowley and Naveen Selvadurai. Over 20 million users as of June 2012.
Foursquare User Activities
Foursquare Badge Examples
Plenty of themes---custom, free, or premium (cost) exist
Badges are sponsored by organizations, send users messages and give bragging rights.
Foursquare for Business
Foursquare specifically designed for business use. Software allows businesses to find, interact with, interest, reward, and retain customers
Businesses control and personalize their venue and have access to user traffic, comments, and other statistics
Businesses can create specials to reward loyal customers using Foursquare services
Business have access to free data services to better understand customers
Foursquare’s Business Model
• Foursquare charges a nominal fee for creating badges• Fees based on business size and other factors• Seeks to evaluate partnerships and form mutually beneficial
agreements with particular interest in helping new and small businesses
• Provides free data analytics including customer demographics (male to female ratio, regular customers); time-related statistics (check in times); and information comparing customer check in to loyalty program memberships
• Working to create more powerful data analytics to provide more customer information for businesses
Foursquare Business Activities
Foursquare Special Offer Example
End ofChapter 9 Part C
Web 2.0 and Social Media for Business 2nd Edition
Slide Media from:
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Slides Prepared by Professor Roger McHaney Kansas State UniversityTwitter: @mchaneyBlog: http://mchaney.comEmail : [email protected]