Transcript Social Media & Web 2.0

Social Media & Web 2.0
Presented by Jordan Holtzman
Last updated: 8/16/09
What is Web 2.0?
• People are now using the internet as a social
medium
– Networking
– Making and keeping friends
– Staying connected
– Sharing information
– Communicating moods, desires, dreams, goals
and just about anything they feel like
Social Media
• Web properties have enabled Web 2.0
http://www.myspace.com/
Is Web 2.0 really any different from Web 1.0?
User Generated Content
User Generated Content
User Generated Content
The Rise of Social Media
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The need for “Social Efficiency”
“Social Snacking”: Melding of work and play
Outgrowth of e-mail, chat, texting and cocooning
The convenience effect (7-11 vs. Safeway)
“The place to be” & Pure Novelty
Lack of web programming knowledge or desire
Asynchronous communication preferred over synchronous
The appeal of publishing stardom
Growth of Crowdsourcing
Organization of Dynamic Content
More current and frequent information updates
What exactly is it and why do we care?
• “Twitter’s not a substitute for anything we used to do. It’s a combination
of about 17 things we used to do.”
• Initially, it may be difficult to see either the personal or commercial value
of social media.
• “As increasingly larger communities engage, rich streams of information
generated become resources in their own right. Data can be queried,
followed, stored, researched and referenced to provide critical insight,
knowledge and tracking of market opinion. The resulting datasets enable
early discovery of latent problems, innovation capture, real time tracking
of product awareness, breaking news, ad campaign effectiveness and
dozens of other business applications not yet widely understood.”
• Uses will evolve and morph, web properties will come and go – but Social
Media is probably here to stay in one form or another.
Social Media Structures & Features
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Public vs. Private Messaging
“Multi-logues” (threads) vs. Monologues
Symmetric vs. Asymmetric followership
“Multi-facing” contribution sources
Universal or Restricted access to posts
Text vs. Graphics (pictures and videos) Content
Social Media Research
• Offline vs. Online Social Tendencies
• Network Power: Influence is inversely
proportional to # of friends
Social Media Communication Patterns
• Business to Consumer (B2C)
– “Come taste our new Burnt Banana ice cream flavor!”
• Consumer to Business (C2B)
– “Help! I can’t get my new grill to work!”
• Consumer to Consumer (C2C)
– “Hey! Anyone know a good place to get kitesurfing lessons
around here?”
• Business to Business (B2B)
– “We’re looking to form a consortium that looks at the
advances in social media marketing.”
The Many Uses of Social Media
Over-arching Use Categories
Community Building
Market Monitoring
Information Dissemination
Straight Advertising Promotion
Friendship & Humanization
Brand Building
Public Relations (PR) Tool
Social Media Uses
COMMUNITY BUILDING
• Communicate with your followers (customers)
• Build consensus
• Networking: customer-to-customer / customer-to-company / company-tocustomer
• Promote consumer engagement with products, company, causes, etc.
MARKET MONITORING
• Track and manage social and business trends
• Perpetual Beta Test Mode / Get feedback on ideas, changes, proposals
• Track and Mine Consumer Sentiment
• Market Research (polls and surveys)
• PR Tool – Prevent PR crisis and customer defection
Consumer as Friend or Foe
• “Conventional marketing wisdom has long
held that a (satisified) dissatisfied customer
tells ten people. But that is out of date. In the
new age of social media, he or she has the
tools to tell 10 million.”
- P. Gillin (2007) in The New Influencers
Social Media Uses
INFORMATION DISSEMINATION
• Notify customers of promotions, events, exciting new products or
ingredients – save $
• Broadcast breaking company and product news
• Information “Priming”/Teasers: Create Links to “Mother” web
properties
• Information Search tool for consumers
STRAIGHT ADVERTISING & PROMOTION
• Awareness Generation / Buzz Creation and Management
• Create Links to “Mother” web properties
• Information “Priming”/Teasers: Create Links to “Mother” web
properties
• Information Search tool for consumers
Social Media Uses
FRIENDSHIP & HUMANIZATION
• Build “Social Capital”
• Establish “business as friend”
• Social bonding
• Foster business/ CEO / management approachability and humanization
• Establish Business Voice / Personality
BRAND BUILDING
• Establish Business Voice / Personality
• Build cyber-equity and Social Capital
PR TOOL
• Prevent PR crisis and customer defection
• Trade Show Tool – breaking news and consensus monitoring
• Replaces / supplements website PR tab
Zappos twitter feeds
@ZAPPOS:
Some photos of our company picnic are up now at: http://blogs.zappos.com - I
think we had 1000 people show up!
I want to meet more customers. On Monday, I will select a random @zappos
follower for free trip for 2 to Vegas for office tour & lunch w/ me
At Vegas airport now, waiting a couple of hours until my flight to San Jose, CA.
@wisekaren I’m wearing Donald Pliner shoes to the wedding.
Finished photo shoot w/ Forbes. 4 hours & they choose 1 photo. Behind the
scenes: http://www.facebook.com/pag…
@bryanbartlett now says he can’t make it. Anyone else want 1 ticket to van
halen at 830 tonight at mandalay in Vegas?
Just landed in Vegas. Got lots of twitters about our new beta site
http://zeta.zappos.com Thx for all the feedback, keep it coming!
JetBlue twitter feeds
@JETBLUE:
@laughingsquid Thanks! Just wait until our new terminal at JFK opens!
http://t508.com/ (Hope you had a great time in NYC)
@BookingBuddy We’re happy to support Runner’s World, but don’t
worry, you can still channel surf and eat blue chips if you want!
Two days left to win two trips on JetBlue to “The Simpsons Movie”
premiere in LA. Enter now! http://tinyurl.com/2×6ql3
The term ‘Interwebular Chronicle’ makes me laugh.
View this month’s selection of first-run movies from Fox InFlight
Premium Entertainment: http://tinyurl.com/2o8q46
To all of our Twitter friends: enjoy your weekend!
Small business – twitter feeds
Do’s and Don’ts (Generally Accepted)
• Be engaging, be personal, be interesting, be newsworthy
(same principles as for traditional press releases)
• Build “Social Capital” through a combination of
communicative and promotional posts
• Don’t over- or under-post: maintain a steady momentum
• Don’t just push product (Reactance!)
• Register your name and all possible variations thereof on
social media sites early
• Test-market your communications and adapt: See what
works and what doesn’t
• Consider using the various peripheral technologies built for
the major social media sites
Looking forward
• The Dark Side
– Consumer and web property liability issues
– User migrations and site stability
– Potential Backlash
• The Lighter (but important) Side
– Turning aggregate text into actionable information
– The re-structuring of friendship