Web 2.

0 & Social Media

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Active Branding: The consumer is in control

„ Behavior has changed –

consumers are more influenced
by each other

„ It’s a conversation – not a

monologue

„ We provide the facts – find ways

for consumer to create the
passion

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What is Web 2.0?

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What’s Web 2.0?

Diverse demographic, technological and economic changes

„ One billion people around the globe have access to the

internet

„ Over 2.2 billion mobile devices, 28% of them accessed the

internet

„ Over 50% of all U.S. Internet access is now via broadband

„ Low cost storage, software, distributed services (Amazon

Web Services)

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What’s Web 2.0?

People desire to connect, communicate, and participate

„ MySpace has over 185 million registered users – 350,000

new registrations each day – generating over $25MM a
month in ad revenue

„ More than 80 million blogs – new ones added at a rate of two

per second

„ According to a global Nielsen survey of 26,486 Internet users in 47

markets, consumer recommendations are the most credible form of
advertising among 78% of the study’s respondents. (Nielsen, “Word-
of-Mouth the Most Powerful Selling Tool”)

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Definition

Web 2.0 is a set of social, economic, and technology trends that

collectively form the basis for the next generation of the Internet—a more
mature, distinct medium characterized by user participation, openness,
and network effects.
O’Reilly Media

Many people use the term "Web 2.0" to describe:

„A resurgence in the web economy

„A new level of technological interactivity between web

sites and services

„A social phenomena deriving from new types of online

communities and social networks

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What’s Web 2.0?

People are less influenced by brands!

Rogers' bell curve, Diffusion of Innovations Theory

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What’s Web 2.0?

Traditional campaigns

Web 1.0
Rogers' bell curve, Diffusion of Innovations Theory

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What’s Web 2.0?

In the Web 2.0 era empower the influencers to reach the majority

Web 2.0
Rogers' bell curve, Diffusion of Innovations Theory

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“Consumer-Generated Media”

Any type of message, communication, or media that is created by

individuals and freely accessible to anyone for informational or
entertainment purposes

Social Networks Benefits

Blogs/Podcasts ƒ Entirely unaided
44% of U.S. ƒ Large sample sizes
Video Sharing online adults ƒ Real-time
Tags/Bookmarks are content ƒ Niche and Mainstream
Comments/Ratings creators” ƒ Audiences naturally
(Pew Research)
Reviews segment according to
psychographics, life
stages and affinity

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 A whole new set of tools

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Everything is related

social
Blogs comments mash-ups podcasts ratings RSS tagging widgets wikis
networks

Blogs x x x x x x x x

comments x x x x x x x

mash-ups x x x x x x x x

podcasts x x x x x x x x

ratings x x x x x x x

RSS x x x x x x x x
social
networks x x x x x x x x x

tagging x x x x x x x x x

widgets x x x x x x x x x

wikis x x x x x x x

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Web 2.0 Topography

DESIGN FOR SEARCH DESIGN FOR USE

Engineers TECHNOLOGY: Standardization exposes Remixers

content for remixing and syndication

Web Services
Trust Sources
POX/HTTP, REST,
Wikipedia Entries,
SOAP, SOAP, JSON,
PageRank, Amazon
RSS, ATOM, RDF
Reviews, eBay reputation,
Information [Link] bookmarks etc.
XML, JSON, RSS,
TECHNOLOGY User Enrichment
ATOM, RDF, XHTML, CONTAINERS CONTENT Tagging, mashing,
Text, Podcasts PARTICIPITORY trackbacks, ranking,
Connectors reviews, comments,
Mixing/Mashing tools, blogging, personal profiles
Permalinks, URIs,
Content Formats
WS-Bridges, SOA,
Blogs, wikis, syndication
ESB
outlets, RSS/Atom, RDF,
XML, XHTML

PARTICIPATION: Mass collaboration,

Designers delegation and enrichment Authors

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Web 2.0 Framework

Peer-to-peer technologies like user reviews, discussion forums, and

blogs empower individuals to create, contribute and participate in any
Social Computing
form of communication and commerce. Create unique data sources
that get richer as more people use them.

Rich internet applications bring the experience from the desktop into
Rich internet
the browser. Interfaces that respond quickly without refreshing the
applications (RIA)
page and advanced features like ‘drag and drop’ and personalization.

Service-oriented architecture (SOA) is an approach to design,

Service-oriented
deployment, and management of software infrastructure and
architectures
applications to create a more flexible digital embodiment of your
(SOA)
business.

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Levels of Engagement

Action Insights
Community Participation
Tracking/Analysis
- Partnerships,
- Define key topics
sponsoring communities
- Track blogs and
- Publishing content on Social Sphere communities
other sites
- Identify Influencers,
- Posting comments
chain of authority
- Understand impact and
Social Tools overall sentiment
Social Web Enablement - Set goals/Participation
strategy
- Content Feeds
- Widgets
- Embed code Usage Reporting
- Social bookmarking Destination Site
- RSS Subscribers
- Widget Impressions
- Bookmarking
- Optimize Enablement

Destination Web Site

- Community Tools User Insights
- Consumer Generated - Site usage statistics
Content
- Subscribers/ conversion
- Comments/Ratings
- Issues/Help Desk data
- Blogs
- Feature requests
- AJAX Functionality
- Feedback/Comments
- Content Assets
- Plan site enhancements,
- Products/Services feature roadmap

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The Long Tail

„ With the tremendous reach of the web and the low cost of inventory it
becomes economically viable to sell relatively unpopular products.

„ Traditional Media: Publishing is the end-point

Popularity

„ Social Media: Publishing is the beginning

Products

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Agenda

Technology

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Global Standardization

XML/RSS Feed from the website makes content “portable”

<?xml version="1.0" encoding="utf-8"?>

Declarations <rss version="2.0" xmlns:itunes="[Link]
xmlns:media="[Link]
<channel>

<title> Title of your site </title>

<description> A description of your podcast show </description>
<itunes:author>Your Name </itunes:author>
Channel info <link> [Link] </link>
<itunes:image href="[Link] />
<pubDate> Sun, 09 Oct 2005 [Link] PST </pubDate>
<language>en-us</language>
<copyright> Copyright Year Your_Name </copyright>

<item>
<title> This is just a test </title>
Episode info <description> A description of your podcast episode </description>
<itunes:author> Your Name </itunes:author>
<pubDate> Thu, 16 Jun 2005 [Link] PST </pubDate>
<enclosure url="[Link] length="3174554" type="audio/mpeg" />
</item>

</channel>
</rss>

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AJAX

AJAX – Asynchronous JavaScript and XML

Ajax is comprised of several technologies, each

flourishing in its own right, coming together in
powerful new ways. Using JavaScript, an instance
of the xmlHttpRequest object
The client processes the
returned XML document
is created. The HttpRequest using JavaScript and updates
is then sent the page content
Ajax incorporates:

„ Standards-based presentation using XHTML

and CSS;
„ Dynamic display and interaction using the
Internet
document object model (DOM);
„ Data interchange and manipulation using
XML and XSLT;
„ Asynchronous data retrieval using
xmlhttprequest;
„ And JavaScript binding everything together.
The HttpRequest is processed by the
server. A response is created and
returned as XML data to the client.
AJAX term by Jesse James Garret of Adaptive Path

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Open Standards

The web is better when it's social

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Semantic web / Microformats

Semantic tags

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Web Development 2.0

Agile Iterative Development Benefits

„ Release early and often (perpetual beta) „ Faster time to market / Reduced risk
„ Trust users as co-developers and real- „ Closer relationship with customers
time testers
„ Real-time data to make quantifiable
„ Incrementally release new products decisions
„ Increased responsiveness
Microsoft Release History

1985 2007

Flickr Release History

2004 O’Rielly Radar – October 2006 2006

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Agile Development

Release early and often

AwesomeÆ

M,
O
M ,N …
O OM
N

Source: Cal Henderson, Chief Software Architect, Flickr

Time Æ
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High-performance scalable web architecture

Web sites that power Web 2.0 applications need to scale. We address
performance we will employ the following methods such as:

„ Memcached: A high-performance, distributed memory object caching

system, generic in nature, but intended for use in speeding up dynamic
web applications by alleviating database load.

„ Sharding: A term coined by Google engineers, sharding involves

breaking a database into smaller parts in order to isolate heavy loads for
better performance.

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Low cost infrastructure

„ Cloud computing (virtualization) provides low

cost bandwidth and scalability

User
Systems Provisioning Servers
Interaction Servers
Management Tool (Amazon EC2)
Interface (Amazon EC2)

Services
Catalogue
Monitoring
Metering

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 Web 2.0 Design

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Savethepixel org
Web 2.0 Design

Today's simple, bold, elegant page designs

deliver more with less:

„ Bold graphics/icons

„ Gradients

„ Mirrored table

„ Colloquial copy

„ Large fonts

Web 2.0 Design Style Guide

[Link]
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Agenda

„ What’s Web 2.0

„ Technology & Execution

„ Examples

„ Summary
Examples

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Media

Web 2.0 concepts are being deployed by mainstream sites…

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[Link]

Web 2.0 concepts are being deployed by mainstream sites…

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Social eCommerce

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Social commerce technology

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Consumer reviews

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 Social Real Estate

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Travel

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Social travel tools

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Social travel tools

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Recruiting

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Social Bookmarking

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Social Recommendations

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Microblogging

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Twitter clones around the world

Netherlands

China

Brazil

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Productivity Tools

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Video Sharing Sites

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High Definition

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Vimeo HD

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 18-24 25-34 35-44 45-54 55+

Use Widgets 43% 25% 17% 7% 5%

Unfamiliar with Widgets 35% 53% 59% 68% 77%

Familiar but no interest 13% 13% 15% 16% 12%

Familiar but haven’t used 9% 9% 9% 9% 6%

Widgets

Source: Juniper Research, August 2007

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Facebook Widgets

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Personal Start Pages

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Widget Galleries

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Widget galleries

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Mobile Widgets

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Widget Distribution Platforms

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Widget Distribution Platforms

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Sprout Builder – Drag and drop authoring

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Why Widgets?

„ For every creator on the Web, there are many more consumers who feel
they lack the talent or energy to write blogs or create YouTube videos,
but consume and redistribute the work of others.

User-generated
content was a
hallmark of 2006.
It's a fair bet 2007
will be all about
further customizing
your online life.”
-Newsweek

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 Social Networks

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Social Networks: Members/Alexa Rank

70MM/8 35MM/122

20MM/211 70MM/6

58MM/18 110MM/5

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Notable social networking sites

116 and counting

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Mobile social networks

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Overlap between multiple social network services
Members of Bebo Members of Hi5
Members of Ning
• 65% are MySpace members. • 69% are MySpace members.
• 44% are MySpace members.
• 25% are Facebook members. • 24% are Facebook members.
• 35% are Facebook members.
• 3% are Hi5 members. • 7% are Bebo members.
• 19% are LinkedIn members.
• 2% are Friendster members. • 4% are Friendster members.
• 6% are Bebo members.
• 1% are LinkedIn members. • 2% are Orkut members.
• 6% are Friendster members.
• 1% are Ning members. • 1% are LinkedIn members.
• 2% are Orkut members.
• 0% are Orkut members. • 0% are Ning members.
• 2% are Plaxo members.
• 0% are Plaxo members. • 0% are Plaxo members.
• 1% are Hi5 members.
Members of Facebook Members of LinkedIn
Members of Orkut
• 64% are MySpace members. • 42% are Facebook members.
• 29% are MySpace members.
• 9% are Plaxo members. • 32% are MySpace members.
• 26% are Facebook members.
• 4% are Bebo members. • 8% are Friendster members.
• 8% are LinkedIn members.
• 2% are Friendster members. • 8% are Ning members.
• 7% are Hi5 members.
• 2% are Hi5 members. • 4% are Bebo members.
• 4% are Friendster members.
• 2% are LinkedIn members. • 3% are Orkut members.
• 3% are Bebo members.
• 1% are Ning members. • 3% are Plaxo members.
• 2% are Ning members.
• 1% are Orkut members. • 2% are Hi5 members.
• 1% are Plaxo members.
Members of Friendster Members of MySpace
Members of Plaxo
• 49% are MySpace members. • 20% are Facebook members.
• 54% are LinkedIn members.
• 23% are Facebook members. • 3% are Bebo members.
• 48% are Facebook members.
• 6% are LinkedIn members. • 1% are Friendster members.
• 34% are MySpace members.
• 5% are Bebo members. • 1% are Hi5 members.
• 14% are Ning members.
• 4% are Hi5 members. • 0% are LinkedIn members.
• 8% are Friendster members.
• 2% are Ning members. • 0% are Ning members. Source:
• 5% are Bebo members. Wikipedia
• 1% are Orkut members. • 0% are Orkut members.
• 4% are Orkut members.
• 0% are Plaxo members. • 0% are Plaxo members.
• 2% are Hi5 members.

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Social media is serious business

„ 37% of online U.S. adults use social

networking, 70% of teens

„ Diversification in methods key:

profile pages, search, targeted ad
display, widgets

„ Marketers will spend $2.1B on social

network advertising worldwide in
2008

„ MySpace and Facebook will account

for 74% of all US social network ad
spending in 2008

Source: eMarketer: Social Network Marketing: Ad Spending and Usage

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 "I don't think we have
the best way to
advertise and monetize
on the social networks
yet" - Sergey Brin,
Google

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 "I don't think we have
the best way to
advertise and monetise
on the social networks
yet" - Sergey Brin,
Google
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Social media ad networks

Lookery, a social media ad network displays

ads on MySpace, Facebook and Beebo

„ $.13 CPM, Yahoo's ave is $13.

„ Video Ads $25 CPM vs. CBS $50 and

NBC up to $75

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There are three keys to a social network:

1. Profile – this adds personality

2. Friends – access to my information is the currency

of our relationship

3. Groups – adds a sense of belonging through a

common interest that is no longer defined by
geography

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The Community Manager

Member Brand
Advocate Evangelist

Community
Manager
Product
Facilitator
Manager

Research

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 Measurement/Optimization

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 Measurement/Optimization

„ Visibility into the voice of the people

across the Internet
„ Insight into what people think and who
you need to pay attention to
„ A platform for doing something about it

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Consumer Voice

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Customer Service

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Social Customer Service

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Crowdsourceing/Word of Mouth (WOM)

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Word-of-Mouth

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Takeaways

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Key takeaways

„ Web 2.0 is a shift in behavior, technology and business dynamics

„ Need to rethink how we engage influencers

„ Open technology standards

„ Design: less is more, need to drive conversation

„ Social media is a contact sport – Community Manager

„ New ways to empower consumers to shape products & services

„ Online communities are becoming the Marketplace

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Redefining Brand/Consumer Relationships

Brand Consumer

MARKETPLACE

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Redefining Brand/Consumer Relationships

Citizens

COMMUNITY
Customers

Supporters

Members

Facilitators

Influencers

Providers
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Keep up to Web 2.0

[Link] [Link]

[Link] [Link]

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Part 2

Your Social Media Identity

G rou p
E xer cise !
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Social media marketing professionals

“If you would not be forgotten…,

either write something worth reading
or do things worth the writing.”
– Ben Franklin

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Using social media sites for reputation management

„ Reputation is currency

– Other people create your social media personna

– People are much more influenced by other people than you

„ For example:

– MySpace: [Link]

– Flickr: [Link]

– Wordpress: [Link]

– Twitter: [Link]

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Social status

Have or not it says something

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Updates

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Search engines

When you “Google” yourself what comes up?

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Social media professional is transparent

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Discussion

Questions?

Thank You!

Dean Whitney
[Link]

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