21st Century Work Environment?
These people,
Are they:
Working?
Learning?
Sharing?
Playing?
Earning money?
Losing money?
Talking to Grandma?
Searching a new job?
Ordering food?
Finding love?
Watching movies?
…
WEB 2.0: 2003
Why did some Web Companies survive the Dotcom bust?
Tim O’Reilly
WEB 2.0:
The Web as a platform:
Google is the middleman between
the user and his online experience.
The Long Tail:
The collective power of the
small sites that make up the bulk
of the web's content
WEB 2.0:
Collective intelligence
Collective intelligence applications depend on managing, understanding,
and responding to massive amounts of user-generated data in real time.
The Cornucopia of The Commons (Bricklin)
The intensive repetition of identical navigation schemes creates the condition
of a collective intelligence and shared value.
WEB 2.0: Faceb000000000k
USERS:
REVENUE:
EMPLOYEES:
VALUE:
Ranked N°2…
200 000 000
300 000 000 $
1 000
11 000 000 000 $
WEB 3.0 or Web²: The meaning revolution
Web 3.0 – Tim Berners-Lee, James Hendler, Ora Lassila (2001)
A new form of Web content that is meaningful to computers
will unleash a revolution of new possibilities: The Semantic Web.
Web Squared – Tim O’Reilly (2008)
The Web meets the real World: everything and everyone in the world
casts an “information shadow”
or
WEB 2.0 is a collection of micro tools
Free, accessible, simple design and always under construction!
Blogs
RSSyndication
Wikis
Podcasts
Social Networking
Peer-to-peer
Mash-ups
Aggregators
…
2009 - Where is the Enterprise 2.0?
Enterprise 2.0: an enterprise that has entirely transformed
a key business process using web 2.0 tools ?
But Web 2.0 is about content, usage and people not about processes
• Content: Trust your users! The wisdom of crowds (Suriowecki)
• Usage: Users add value! Crowd sourcing (Howe & Robinson)
• People: Cooperate, don’t control! Wirearchy (Husband)
Conditions of success
Ambitious use of Web 2.0 tools
Complete integration in existing worflows
Change in management practices and organizational structures
Top management act as role model for adoption
Launching Web 2.0 in conjunction with other strategic initiatives
Barriers
Where is the potential financial return of Web 2.0 tools?
Nothing is holding back Web 2.0 initiatives
Company culture doesn’t encourage the use of Web 2.0 tools
No incentive to adopt or experiment
No skills
Structure of the company too hierarchical
Drivers
Competitive advantage / new market opportunities
New culture, new responsibilities, new autonomy
Tight interactivity with customers and suppliers
Adoption leads to more adoption
Business units rather than IT depts are driving the selection of tools
Gathering of business culture data, shared content on experiences
And for the marketer?
The reasons why
Social Media holds the promise of exponential growth
(GenY, success stories…)
For brands, it is also a new way of reaching (more and better) people in
a less intrusive, more personal, more likable fashion
It is more modern and fashionable than your old-fashioned website
Social media appeals to many a professional marketer
because markets are conversations
The reasons why not!
Losing control – Study: 77% of FB, T users onw
Legal minefield
Online negative buzz
Just for techies, not serious!
Waste of time and money (No ROI)
The rules have changed
Social media is collaborative – Societing (Cova, Badot, Bucci)
Customers share knowledge
RSS killed the E-Mail Star
Web 2 is about content – CRM is about blog content
The secret society of Buzz
The I’s : Interactivity, Intelligence, Intregration, Individualization…
Change your mind
New marketing tools:
Social Networking – MySpace, Facebook
Micro blogging – Twitter, FriendFeed
User generated content sites – YouTube, Flickr
“You're no longer the only message sender in the game.
Your customers are finding their voice and using it, too.”
Change your mind
Blogging for profit
- Write what you know
- Topics and keywords
- Avoid offensive material
- Use Spell Check and Proper Grammar
- Promote Your Blog
http://technorati.com
http://mybloglog.com
http://digg.com
http://squidoo.com
http://plime.com
Change your mind
Example Brita: British N°1 in water filtration
1 - Launched a social site called filter for good – Don’t drink from bottles!
2 – Voting and pledging -> Free coupons
3 – GoogleMap in Facebook
= 50.000 « pledgers »
(Concern -> Pledge -> Relevant value for user… Buzz.)
Change your mind
Example onVoo: Video chatting service
Gather a group of online influencers and community builders
They scheduled video conversation times and promoted them
to their communities.
The (ooVoo) technology powered the conversation
but it wasn't the subject of conversation.“
First event: 25 hosts, who promoted the day and encouraged
their communities to get involved and download ooVoo.
Hundreds of blog posts and 1,300 Twitter mentions.
Some piece of advice
RSS instead of E-mail? Why? (Source: Web2center)
- Possible embedding of audio & video
- 100% DELIVERABILITY (E-mail is around 60%)
- Spam Free
Ireport on YouTube : Do your own ad!
Viral marketing…
Create a blog, not a website! – www.wordpress.org
Some piece of advice
Some ideas for Twitter:
Market with 140 characters
Objective: Get as many followers as possible
Integrate your blog RSS and your Twitter account
Useful for PR strategy
Some piece of advice
Another Example: Facebook
1-800-FLOWERS
- Application to send flowers online
- Operation « Birthday Shootout »
- Post your friends Bdate.
- Incentive + free draw for free flowers
- Pickup 10 fans and send them flowers
Branding > Innovative and interactive
- Ad campaign
- Caritative operation: 6000 fans > 2000$ for an orphanage
Some piece of advice
Facebook Marketing is about communication, not advertising
News feed Ads
Flyers Ads
Groups (Page with content, design) – Free to set up
Applications: Create for use – make your app viral – get feedback
Before jumpin’ in
Time and energy?
Keep focused on the strategy and the corporate content
Plan, organize, anticipate, don’t just follow the trend
Don’t be formal or rigid
Try as many tools as you can
Final word
Social media is a tremendous opportunity for
Marketing managers wanting to add zest
to their strategies and campaigns as
long as they can decipher the myths behind social media,
avoid the common traps, learn the language and hire
the right kind of seasoned professionals to handle
such initiatives properly.
“visionarymarketing“
By the way, did I say the word computer, once?
Links
www.web2center.com
socialmediarockstar.com
www.abc-netmarketing.com
www.seinsights.com
www.visionarymarketing.com
www.wordpress.com
visionarymarketing.wordpress.com
www.socialmedian.com
mashable.com