Social Media & Web 2.0 for Business Women in Telecommunications Celeste Bishop [email protected] LinkedIn: www.linkedin.com/in/celestebishop Twitter: @csbishop Copyright  Bishop Market Resources www.BishopMarketResources.com.

Transcript Social Media & Web 2.0 for Business Women in Telecommunications Celeste Bishop [email protected] LinkedIn: www.linkedin.com/in/celestebishop Twitter: @csbishop Copyright  Bishop Market Resources www.BishopMarketResources.com.

Social Media & Web 2.0 for Business

Women in Telecommunications

Celeste Bishop

LinkedIn: www.linkedin.com/in/celestebishop Twitter: @csbishop Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business Celeste Smith Bishop Celeste has extraordinary expertise as an Internet Strategist and

Marketing Expert. Her business, Bishop Market Resources, assists a wide

range of organizations to achieve results that are more powerful and predictable through creative and effective use of their website, blogs and the ever-growing army of Social Media and Search Engine Optimization and marketing tactics that herald a new way of doing business.

As a recognized Internet Marketing expert, Celeste is a frequent pubic speaker and published author on a variety of topics relating to creative ways to achieve business results through emerging Internet technologies, techniques and pragmatic tactics. Celeste has also been featured in the Wall Street Journal, PBS Lehrer News Hour and National Public Radio programs and the San Francisco Chronicle. Bishop Market Resources offers a range of custom services and turnkey programs, including: Website Planning Workshop, Internet Tune-up, Online Performance Management, Website Audit, Website Competitor Profiler, Online Reputation Management, Internet Self-Sufficiency and more. Her workshops include, Web 2.0: Leveraging New Web Marketing Opportunities for Your Business and Websites that Sell: How to Tool Your Website for Sales.

Social Media & Web 2.0 for Business

Web 1.0



Web 2.0

Reading  Writing Corp Comm  Peer Intelligence Text Content  Multi Media Directed Behavior  Browsing Information  Interaction Mass Communication  Personalization Site Owner 

You

Social Media & Web 2.0 for Business

Social Media is not Web 2.0

Web 2.0 is not Social Media

Social Media & Web 2.0 for Business

Web 2.0

 Enabling Technologies for Social Media  Broadband Penetration    Plug-ins Widgets REST Architecture  Enabling Functions  Tagging  Sharing    XML Open APIs Browser-based Applications  Process Improvements  Data Abstraction & Manipulation  AJAX Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

“In the Web 2.0 world, customer and prospects rely less on a site to inform them about products and services and more on peer networking.”

Jeannie Mullen Senior Partner, Worldwide Email Marketing OgilvyOne Worldwide

Social Media & Web 2.0 for Business

Social Media

     Made possible thru Web 2.0 capabilities Interactive user conversations Website  Web Presence Multi Media: easily accessible by all Profound marketing shift from: Company Control  Consumer Control Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

Social Media

“The online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.”

Source: Wikipedia

Social Media & Web 2.0 for Business

   

Implications…

Web Presence vs Website Era of the Empowered Customer Longer-term, Deeper Customer Relationships Economic: Online Business Displacement Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

Search Engines (Organic) SEs Online Adverts Social Media SM

Website/Blog

Other Online Offline Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business Internet Marketing: Key Components

Hub Website and/or Blog

Non-promotional Content Online Initiatives (Not Search Engines or Adverts) Online Advertising Articles, Blog Posts, Press Releases/Publicity, RSS Syndication, Video, Audio, Photo, Podcasts, Games, Interactive Features, Online Yellow Pages, Portals, Review Sites, Other Websites Pay Per Click (Google AdWords), e-Zine Adverts, Portal Adverts, Sponsorships, Review Site Ads Search Engines/Online (Online – not SEs or SM)

Social Media

Directories, Meta Tags, Links, On-page Optimization, XML Site Map

Networking, Bookmarks, Blogs, Micro Blogs, Forums, Site Creation, Video, Audio, Photo, News Story, Wikis, User Review Sites, Shopping Comparison Sites, RSS Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

Social Networks

A Social Network is… “one that allows Internet users the ability to add user-generated content such as: comments, review, feedback, ratings, or their own dedicated pages.” * *iPropsect & JupiterResearch study Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

Type Social Networks MicroBlogging Bookmarking Blog Networks Forums News Story Site Creation Video & Photo Distribution Miscellaneous Examples Facebook, LinkedIn, MySpace

, Hi5, Buzznet, Imeem,

DIY (Ning) Twitter

, Pownce, BrightKite, Tumbler, Plurk

Del.icio.us, Technorati

, Furl, Mister Wong, StumbleUpon, MyWeb (Yahoo!), Snap Other People’s Blogs; Leave Comments Niche… very powerful.

Digg,

Reddit, Propeller, Slashdot, Buzz (Yahoo!)

Squidoo,

HubPages, Weebly Video:

YouTube

, Jibjab, Video.MSN, Ziddio, Revver, Seesmic Photo:

Flickr,

PhotoBucket, Snapfish, WebShots, PhotoBullet Ping.fm, Article Networks, Aggregation

(FriendFeed),

RSS, Directory Audio, Doc Sharing, Answers, Wiki, Slideshow

(SlideShare), Mobile Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

           

Social Media Business Value

Listening Posts – Market & Customer Research New Ways to Reach Target Market Influence Search Engine Ranking Online Reputation Management Brand Building/Public Relations Customer Service On Steroids Build Business Relationships New Advertising Channels Cost & Speed Advantages Viral Marketing Potential Leapfrog Competitors Lead Development Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

         Launched February 2004 5 th most popular website & growing Growth: 110M to 200M users < 8 Months Over 150M active users in 170 countries 10/07 Microsoft invests $240M/1.6% Stake Growth: 314% in Europe Ad Network  volume + targeting Opening more API  Coming Soon: OpenID more innovation Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

       

Business Value

Build Business Networks Drive Traffic to Hub Enhance SE Ranking Targeted Advertising Surveys & Polls Market Events Monetize as Add-on Developer Data Mining Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

     

Case Study:

Social Music Discovery Site 5/07 Starting Point: 3M Users Launched Facebook App – grew 1M/week Three Weeks After Launch: 6.5M

Demand So High Requested More FB Capacity 4/09 – 40M users; changing name to

Music Color Commentary:

iLike tried to install 100 additional servers; ended up renting a 24’ truck driving around SF asking companies to sell spare machines!

Social Media & Web 2.0 for Business

   Business-oriented networking site All Fortune 500 are represented in LinkedIn Business Value:  Increase Visibility   Build Networks Lead Development      Check Out Competition Improve SE Ranking Research… of all kinds Advertising Finding Jobs/Gigs Copyright  Bishop Market Resources www.BishopMarketResources.com

        

Social Media & Web 2.0 for Business

Case Study:

Juice

Dutchman – Henk van Ess – and his 3G iPhone Commented in LinkedIn Groups About Battery Life Chinese Battery Manufacturer on LinkedIn Replied

“I have a solution.”

Henk Used It, Liked It and Commented in LinkedIn Henk Hears from Other LinkedIn Members; Takes Orders Becomes International Distributor: Day 1 = 1,200 Orders!

Dutch Consultant Collaborates with Chinese Manufacturer Birth of a New Company: 3GJuice Happy Henk…  Source: NY Times & Telegent http://www.3gjuice.com/ Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

A social networking site with an interactive, user submitted network of friends, personal profiles, blogs, groups, photos, music, and videos for teenagers and adults internationally. Its headquarters are in Beverly Hills where it shares an office building with its immediate owner, Fox Interactive Media, which is owned by News Corporation in NYC. Source: Wikipedia Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

     Online platform/tools that enables users to create their own social networks. DIY… Launched October 2005 Marc Andreessen & Gina Bianchini 4/09 1M networks 22M registered users ~ 6M active Lost 20% of page views in Dec/08 when it shut down networks containing porn/adult material http://womenintelecom.ning.com/ Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

     “Email Marketing 2.0?” 140 Character Limit; 100% Opt-in Critical Mass: Oprah & Ashton Kutcher/CNN 10M visitors 2/09 – 700% PY Increase 70% of Twitter users joined in 2008

More than one in ten (11%) online adults in US say they have used Twitter - or a similar service – to share updates about themselves or view updates about others, and those who use Twitter have a greater affinity for mobile devices.

Pew Internet & American Life Project Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

The Oprah Effect

http://video.google.com/videosearch?hl=en&rlz=1T4GWYA_enUS308US209&q=oprah%20on%20twitter&um=1&ie=UTF-8&sa=N&tab=wv# Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

           

Business Value

Get answers to Qs Networking Connect with Influentials High Viral Potential Social Proof ID Opportunities Tracking Tool Instant News Personal Brand Building Drive Traffic to Hub Customer Service/Corp Brand Building Get Help Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

      

Case Study: Jet Blue

In the Beginning: JB Monitoring Online Reputation Customer Complaints Treated Real-time Result: Surprised & Highly Satisfied Next Wave: Satisfied Customer Used Twitter Like a Digital Megaphone; Shared Stories About JB Responsiveness Customers Became Viral Marketing Army Jet Blue Gains Favorable Rep For “Awesome” Customer Svc Traditional Media Picks Up Story; Legs Beyond Twitter  http://twitter.com/JetBlue Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

Flutter: http://www.youtube.com/watch?v=BeLZCy-_m3s Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

     

Del.icio.us & Technorati

Social Bookmarking – Store, Share, Categorize & Find Info Delicious – Launched in 2003; Yahoo! Acquired in 2005 Technorati – Launched 2004; Blog SE & Social Bookmarking Shared WebPages; Organized by Tags Some Support Ratings, Comments, etc.

Big Deal Aspects: Sharing & Internet-based Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

  

Social Bookmark Business Value

 Distribute Content Drive Traffic to Hub Some Search Engine Link Value – Eroding Social Proof Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

     Powerful & Controversial News Story Site Discover & share stories others have “Dug Up” Launched 2004 – Members “Vote” Stories to Top Digg Bar launched 4/09; Controversial

Business Value:

 Submit stories (articles, posts, press, etc.)     Drive traffic to Hub Social Proof Some link value High viral potential Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

Squidoo is a community website that allows users to create pages (called lenses) for subjects of interest. Lenses are interactive, and can contain Flickr photos, Google maps, blogs, eBay auctions, YouTube videos, and other links. Source: Wikipedia Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

      Displays Wide Range of Video Content:  Home-made Video Blogs and Video;   TV & Movies Clips Music Videos Former Pay Pal Employees Launched 2005 Acquired by Google 11/06 for $1.65B in stock User Generated Video Content Nearest Competitor – Hulu Noteworthy:  CNN - YouTube Presidential Debates    George Allen, former Virginia Senator Barack Obama Susan Boyle: >100M views http://www.youtube.com/watch?v=9lp0IWv8QZY&feature=related http://www.youtube.com/watch?v=0DbFDsWjsEo&feature=channel http://www.youtube.com/watch?v=qg1ckCkm8YI Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

   

Business Value

Advertising Viral Video Reputation Management Search Engine Ranking Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

Flickr & Slide Share

    Image/video Hosting Site; Launched 2004 Yahoo! Acquired 2005 Used by Bloggers to Host Pix 11/08 > 3B Images     Presentation Sharing Website Supports PowerPoint, PDFs, MS Word, etc.

Converts Presentations to Flash Can Bookmark, Comment and Tag Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

      Launched October 2007 by Former Google Employees Social Media Aggregation Software Consolidates Various Social Media in One Place Check What Network Members Do Across Platforms Convenience + Business Opportunities  Add Relevant Blog(s)    Extend Content Reach Business Efficiency Tool Super Searching Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

       

Critical Success Factors

ID Target Market Online Channel & Keyword Preferences Master SEO Fundamentals; Build On Top of That Platform Identify Ecosystem; Watch, Value, Then Participate Develop Content Creation & Distribution Strategy Manage Personal & Business Reputation Online Build a Relevant Plan &Tactical Mix Measure & Performance Manage Avoid Network Quality Dilution Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

       

Guidance

Don’t Get Overwhelmed Develop a Strategy and Plan Integrate With the Rest of Business Initiatives Master Web 1.0 Fundamentals First Maintain Your Learning Perform Core Competency In-house; Outsource the Rest Learn by Failing – Monitor & Measure Everything Think Evolution, Not Revolution – Manage For Long Term Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

Web 3.0 – Eric Schmidt

Just When You Thought It Was Safe To Get Back In The Water… http://www.youtube.com/watch?v=T0QJmmdw3b0&feature=related Copyright  Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business

Celeste Bishop

[email protected]

www.BishopMarketResources.com

LinkedIn: www.linkedin.com/in/celestebishop Twitter: @csbishop Copyright  Bishop Market Resources www.BishopMarketResources.com