Online Marketing Web 2.0

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Describes online marketing (web 2.0) and how to achieve best results. Note: some slides (at the end) do not appear clearly on slideshare. For best results download the pdf file.

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<ul><li><p>By: Hans Mannak Online Marketing Lecturer at NHTV</p><p>Bubble 2.0or</p></li><li><p>Relevant Trends</p></li><li><p>Trends:Internet 2008 Netherlands</p><p> Internet penetration 83% (13 year+, +3% growth) Highest in Europe</p><p> Internet use: 1 hrs / day (13 year+, +13% growth) Internet use: 1.2 hrs / day (all surfers, + 13 % growth)</p></li><li><p>Male Female</p><p>20%</p><p>40%</p><p>60%</p><p>80%</p><p>100%</p><p>1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 20070%</p><p>Sources: Trendbox 2005 &amp; STIR</p><p>Trends:Internet Usage The Netherlands: Male - Female</p><p>81</p><p>19</p><p>78</p><p>22</p><p>75</p><p>25</p><p>74</p><p>76</p><p>66</p><p>34</p><p>59</p><p>41</p><p>59</p><p>41</p><p>53</p><p>47</p><p>54</p><p>46</p><p>50</p><p>50</p><p>49</p><p>51</p><p>49</p><p>51</p><p>49</p><p>51</p><p>Hardly any difference anymore in Internet usage men and women</p></li><li><p>20%</p><p>40%</p><p>60%</p><p>80%</p><p>100%</p><p>0%1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005</p><p>- 24 25 34 35 49 50 65 65 +</p><p>18</p><p>21</p><p>36</p><p>19</p><p>7</p><p>17</p><p>25</p><p>33</p><p>18</p><p>6</p><p>17</p><p>29</p><p>35</p><p>16</p><p>4</p><p>20</p><p>28</p><p>34</p><p>13</p><p>4</p><p>22</p><p>25</p><p>35</p><p>16</p><p>3</p><p>24</p><p>30</p><p>33</p><p>12</p><p>2</p><p>23</p><p>30</p><p>32</p><p>12</p><p>2</p><p>25</p><p>29</p><p>34</p><p>102</p><p>29</p><p>32</p><p>28</p><p>91</p><p>25</p><p>33</p><p>31</p><p>101</p><p>32</p><p>34</p><p>23</p><p>91</p><p>Source: Trendbox 2005</p><p>Trends:Age Internet Users in the Netherlands</p><p>Internet users are now a reflection of society</p></li><li><p>Total 12-15 15-25 25-35 35-45 45-55 55-65 65-75</p><p>200520062007</p><p>Trends:Access to Internet (%) Per Age Category</p><p>Source: Centraal Bureau voor de Statistiek (2007), &amp; Mind your Xs and Ys, Linda Johnsonhttp://statline.cbs.nl/StatWeb/Table.asp?STB=T&amp;LA=nl&amp;DM=SLNL&amp;PA=71098ned&amp;D1=33,45-47,65-68,92-98,101-104,114,124-133&amp;D2=0,7-13&amp;HDR=G1</p><p>98 98 98 93 95 98 86 90 93 91 939283 85 88 88 90 92 73 73 79 41 50 53</p><p>Different</p><p>Very Different</p><p>The Connected Generation</p><p>Generation Y(1980 1997)</p><p>Generation X(1965 1979)</p><p>50+</p></li><li><p>The Connected Generation</p><p>Generation X and Generation Y 24 hrs x 365 days The Anytime, Anyplace &amp; Anywhere Generation The Connected Generation is using Internet and mobile </p><p>phones for all their social activities</p></li><li><p>Trends:Media Changes the Netherlands</p><p> TV: from 2 TV channels to &gt; 100 Internet: form 0 to 162,000,000 websites (&gt;11.5 billion pages) Fragmentation of mediaOver 200,000,000 channels.</p><p> Results: fast growth of non-personal communication media</p></li><li><p>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%</p><p>Source: Newrulez, http://www.wereldjournalisten.nl/factsheet/2008/06/12/digitale_media_in_de_multiculturele_samenleving/</p></li><li><p>Trends:Conclusion</p><p> 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 </p><p>have sufficient possibilities for social activities</p></li><li><p>What is Web 2.0 and Web 3.0?</p></li><li><p>What is Web 2.0?</p><p>Source: www.wikipedia.com</p><p> This definition shows the confusion and hype on the market, about Web 2.0: Platform (technology) Applications Results</p><p>Web 2.0 is like pornography, difficult to describe, but you know it when you see itWikipedia: Web 2.0 is the business revolution in the </p><p>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 cryioogasfwsqacsc</p><p>Qetgrhjtyjhhrhrthtthb cryioogasfwsqacscQetgrhjtyjhhrhrthtthb cryioogasfwsqacsc</p></li><li><p>What Is Web 2.0?</p><p>Web 0.0 is about technologyWeb 1.0 is about commerceWeb 2.0 is about peopleWeb 2.0 refer to a supposed second generation of </p><p>Internet-based services that emphasize online collaboration and sharing among users A restart of the web? Build on top of web1.0?</p></li><li><p>What is Web 3.0?</p><p> Social web (web 2.0): conversations between people Semantic web (web 3.0): interaction between machines</p></li><li><p>What Is Web 2.0/3.0?Buzzword Bingo</p><p> Ajax Apollo Web standards User Centered Design RSS APIs Blogs Wikis Mashups Social Networking Tagging Folksonomies</p><p> Web 2.0 services: Social Networks (Flickr, YouTube, </p><p>SlideShare) Web-based Applications (Google Docs, </p><p>Time Tracker) Wikis (Wikipedia) Blogs, photologs &amp; Podcasts (blogger) News promotion systems (digg, meneame, </p><p>fresqui) Content managers (netvibes, del.icio.us, </p><p>cannotea, refworks) Communication tools (basecamp, zoho</p><p>project, meebo) Subscription services (bloglines) Searchers based on tags (flickr, technocrati)</p></li><li><p>Web 2.0(Peoples Perspective)</p><p>Collaboration Conversation</p><p>Community Connection</p><p>Content creationCumulative learning</p><p>Collective intelligenceChange of scale</p><p>Core values Cheap and fast</p></li><li><p>Web 1.0 (Technological Perspective)</p><p>Internet</p><p>Simple websitesSimple applications</p></li><li><p>Web 1.0 (Technological Perspective)</p><p>Internet</p><p>Simple websitesSimple applications</p></li><li><p>Web 1.0 (Technological Perspective)</p><p>Internet</p><p>Simple websitesSimple applications</p></li><li><p>Web 2.0 application platform</p><p>Web 3.0(Technological Perspective)</p><p>Smart websites</p><p>Smart applications</p><p>Internet</p><p>Address?</p><p>Bank account</p><p>Chamber of commerce </p><p>number</p><p>Suppliers?</p></li><li><p>Components &amp; Applications Web 2.0</p><p> Interactive Web 2.0 Components BLOGS Wikis RSS Folksonomy Mashups</p><p>Web 2.0 Applications Social networks User generated content</p></li><li><p>Web 2.0 Interactive Applications</p></li><li><p>Web 2.0 Components:BLOGS</p><p>Wikipedias definition: A blog (a contraction of the term "Web Log") is a website, usually</p><p>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. </p></li><li><p>Web 2.0 Components:BLOGS: Types</p><p> Closed Blog Small but extremely passionate and engaged audience Audience unlikely to grow</p><p> 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 same</p><p>Audience without reaching out Participant Blog (participant in information) High level of involvement Positive impact on trust</p><p>Source: http://www.cybersoc.com/2007/02/3_types_of_blog_11.html</p></li><li><p>Web 2.0 Components:BLOGS: Types</p><p>Closed Blog</p><p>News</p><p>Map</p><p>MP3</p><p>Image</p><p>Wikipedia</p><p>Conduit Blog</p><p>Participant Blog</p><p>Source: http://www.cybersoc.com/2007/02/3_types_of_blog_11.html</p><p>Up-to-date website Portal Interactive Blog</p></li><li><p>Web 2.0 Components:BLOGS: Types</p><p> Vlog Linklog Sketchblog Photoblog Tumbleblog</p><p> Phlog Moblog Splog Slog Corporate blogs</p><p> Miscellaneous types of blogs</p><p>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 </p><p>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 </p><p>communication and culture in a corporationThere are various blogs such as political blogs, </p><p>travel blogs, fashion blogs, project blogs or legal blogs</p></li><li><p>Web 2.0 Components:BLOGS: Current Situation</p><p>Global 6.5 billion people 1 billion internet users (&gt; 15%) 162 million websites 70+ million weblogs 2 billion messages/ reactions on weblogs</p><p> Netherlands 16 million people 10,9 million internet users (13 year+; &gt; 81%) 1 million weblogs</p></li><li><p>Web 2.0 ComponentsWikis</p><p> 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:</p><p>meta http-equiv="Content-Type" content="text/html; charset=utf-8" /&gt;</p><p> Technology used is derived from Content Management System </p><p>technology</p></li><li><p>Web 2.0 ComponentsWikis: Different Types</p><p> Educational Open platform (e.g. wikipedia)</p><p> Social wikis Discussion of subjects</p><p> Corporate wikis Publication (e.g. meeting minutes)</p></li><li><p>Web 2.0 Components:RSS</p><p> 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," </p><p>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 </p><p>sites in an automated manner that can be piped into special programs or filtered displays.</p><p>Source: www.wikipedia.com</p></li><li><p>Web 2.0 Components:RSS: Requires an RSS Reader</p><p> Windows Offline readers</p><p> RSSReader FeedReader FeedDemon NetNewsWire</p><p> Online readers BlogLines News Gator (Outlook)</p><p> Mac Offline readers</p><p> NetNewsWire Linux</p><p> Straw Mobile</p><p> MobileRSS</p></li><li><p>Web 2.0 Components:Folksonomy</p><p> 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.</p><p>Source: www.wikipedia.com</p></li><li><p>Web 2.0 Components:Folksonomy</p><p>Folksonomy</p></li><li><p>Web 2.0 Components:Folksonomy: Tag Clouds</p><p> 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. </p></li><li><p>What Is Web 2.0? Mashups</p><p> The musical genre encompassing songs which consist entirely of parts of other songs </p><p> A web application that combines data and/or functionality from more than one source</p></li><li><p>Why Use Social Media?</p><p> 59% To keep in touch with friends and family 57% I like looking at other peoples 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 </p><p>networking</p></li><li><p>Web 2.0 Applications</p><p> User generated content (BLOGS, Wikis and Mashups) Content syndication (RSS) Collaborative filtering Collaborative rating</p></li><li><p>Web 2.0 ApplicationsUser Generated Content: Impact</p><p> Co-creation Involvement Perceived risk Threshold to purchase </p></li><li><p>Examples Web 2.0</p></li><li><p>Web 2.0 Landscape</p></li><li><p>Examples Web 2.0</p><p> 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</p></li><li><p>Example: YouTube</p><p> User Generated Content: Videos (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</p><p>Source: http://www.youtube.com/press_room_entry?entry=AwPf9c9qJDc</p></li><li><p>Example: Flickr</p><p> User Generated Content: Photos 228 million photos 500,000 uploads per day</p><p>http://mtj.wordpress.com/2007/04/28/mysql-conference-scaling-fotolog/</p></li><li><p>Example: Slideshare</p><p> The worlds largest community for sharing presentations 300,000 presentations from 165 countries in 55 languages</p><p>CEO Rashmi Sinha</p></li><li><p>Example: Hyves</p><p> Social Network (communities) 7 million subscribers 4 billion page views / Month Exchange messages, photo's, video's, tips and advertisements </p><p>Over the top due to a lack of privacy?</p><p>Are you selling to young people?Find the right community!</p></li><li><p>Example: Facebook</p><p> 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 photos</p><p>CEO Mark Zuckerberg</p></li><li><p>Example: LinkedIn</p><p> 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</p><p> Founded in 2003 by Reid Hoffman </p></li><li><p>Example: Netvibes</p><p> Personalize your start page 5 million users Paris based company</p></li><li><p>Example: Orkut</p><p> User Generated Content (photos &amp; videos) Social Network (contact other people)</p></li><li><p>Example: MySpace</p><p> Social Network (theme based) MySpace is a popular social networking website offering an </p><p>interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music and videos </p><p> 110 million active users, 85% is 18+ years of age 300,000 new subscribers / day</p></li><li><p>Example: Last.fm</p><p> User Generated Content (Radio and music community)</p></li><li><p>Example: DIGG</p><p> Find content</p></li><li><p>Example Wikis: Wikipedia</p><p> User Generated Content (knowledge) Over 7 million articles, in &gt;200 languages Britannica Encyclopedia produced with 100 editors a new release </p><p>every 25 years, Wikipedia updating every minute</p><p>But:Not only BE had difficulties to survive, Wikipedia is also not a rich company having financial problems</p></li><li><p>Example RSS: Marktplaats &amp; Bloglines</p></li><li><p>Example RSS: Marktplaats &amp; Bloglines</p></li><li><p>Example Folksonomie : del.icio.us</p><p> Social Bookmarking Service</p></li><li><p>Conclusion</p><p>Main web 2.0 usage: User Generated Content Social Networks Personal productivity improvements</p></li><li><p>How To Use Web 2.0 For Best Results?</p></li><li><p>Best Results?</p><p> Depends on your goals . . . No 100% correct answer possible Best practices</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Public</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Corporate Website </p><p>Public</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Corporate Website Closed BLOG (up-to-date) or Conduit BLOG (portal)</p><p>PublicBetter content for prospects / customers = higher conversionHigher ranking in Search Engines = improved acquisition</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Corporate Website Participant BLOG (interactive)</p><p>PublicMore trusted by prospects / customers = higher conversionHigher ranking in Search Engines = improved acquisition</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>PublicBetter understanding of target audience</p><p>Corporate Website (with folksonomy)</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Folksonomy (on third party site)</p><p>PublicBetter understanding of target audienceBetter acquisition</p><p>Corporate Website (without folksonomy)</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Corporate Website </p><p>Public</p><p>Online Advertising</p><p>Specific target group</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Corporate Website </p><p>Viral Marketing</p><p>PublicSpecific target group</p><p>Online Advertising</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Corporate Website </p><p>PublicSpecific target group</p><p>Tagvertising</p><p>Much better targeted= higher conversion, lower cost</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Corporate Website </p><p>Viral Marketing</p><p>PublicSpecific target group</p><p>Tagvertising</p><p>Much better targeted= higher conversion, lower cost</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Corporate Website </p><p>PublicSpecific target group</p><p>E-mail</p></li><li><p>Company Goals</p><p>Best Practices 2.0</p><p>Acquisition Conversion Retention</p><p>200 million channels</p><p>Corporate Website </p><p>PublicSpecific target group</p><p>RSS</p><p>Hig...</p></li></ul>

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