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Overview from Lugar Series for Leadership presentation in December of 2007 regarding the use of Web 2.0 in online marketing and communication.
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web 2.0
New Media:
Using Electronic Tools to Effectively Communicate
December 05, 2007 - Bart E. Caylor
the numbers
78%
3:12:1
70 million
35%68%72%
13,00030,000
web 2.0 keyssocial networking
mashups
direct communication
permission-based
search
mobile
social networking
u.s. top10 1. Yahoo!
2. Google
3. MySpace
4. YouTube
5. Facebook
6. eBay
7. Windows Live
8. MSN
9. Wikipedia
10. Craigslist
10 October, 2007 Alexa.com
“…a social utility that connectsyou with the people around you.”
facebook69 million active users
100K new registrations/day since Jan
3+% weekly growth this year
active users doubled since Sept ‘06
half of all users are outside of college
fastest growth: > 25 years old
facebookmore than half users return daily
average time on site: 20 min
6 million active affinity user groups
8.5 million photos added daily
market cap > $15B (more than MTV)
microsoft’s $240m, 1.6% investment
second lifevirtual online communityavatar based virtual worldnot a game9.9 million residents> US$ 1 million dollars spent daily2007 GDP: $700million
second lifeamerican apparel
dell computer
nike
reuters news
starwood hotels
+others
ball state
harvard
indiana univ
ohio state
univ cincinnati
+90 others
direct communications
methodsemail (multiple accounts)
instant messaging/chat
comments/postings
text messaging (sms)
skype (voip)
podcasting/voice comments
rss
permission-based
challengesunsolicited = spam
be ready to engage when contacted
communications have to be timely
content has to be relevant
relationship building
next steps
personal oppslearning
asking/discussion
exposure
experimenting and engaging
thinking through post-modern application
opportunitiesconvergence with other development
strategies (both print and online)
leverage of potential through affinity groups
opportunitiespresence on social networks• strategies for facebook.com• strategies for myspace.com• other emergent technology
expansion of digital marketing
opportunities for authenticity
online pilots and allocations
