Social Media Marketing

and Web 2.0

The power of Social Media

What is social media?

 A different way to socialize using the web

What are social networks?

 A website with a database

What is social media and Web 2.0?

 Harnessing collective intelligence

 Trusting consumers as co-developers
 Engaging consumer experiences
 Participation
 Trust economy
 Word of mouse
The old vs. the new

Web 1.0 Web 2.0

Eyeballs Hands

Britannica online Wikipedia

Personal websites Blogging

CMS Wikis

Directories Tagging

Stickiness Syndication

Instant messenger Twitter

Conferences Unconferences
Harnessing collective intelligence
Trusting consumers as co-developers
Engaging consumer experiences

Community users remain customers 50% longer, spend 54% more than
non-community users and visit 9 times more than non-community users
Participation
 Participation is key
 1) Advertise
 2) Create elements in
online space
 3) Create own platform
or environment in
online space
Trust Economy
Word of Mouse
Keys to success in webspace

 Be creative
 Be honest
 Be unique
 Be aware of who your audience is
 Update frequently
 Be transparent
You have to be real to succeed!
The Web is changing how we do
business
 Trust economy  Gift economy
Social media is driven by the
consumer not driven by business
and is currently experiencing
tremendous growth
The Social Networking has grown 12.7% from November 2006 to April 2007.
In Canada from April 2006 to April 2007
Facebook grew 2424%
YOUTUBE grew 616%
MySpace grew 135%
70% of Americans aged 15-35
use Social Networks

Fox Interactive Networks

Half of YouTube’s audience is over 34

MarketingVox
17% of Sony PlayStation owners
in America are aged 50+

The Observer
 Craig Newmark has said that this
is a time of ‘creative destruction’
and that he has a ‘great deal of
sympathy for people who run the
printing presses’.

He went on to say that it isn’t

journalism that is becoming
obsolete; rather the delivery
methods are changing. ‘Even the
Craig Newmark, owner and
kids realize news is important. The
inventor of Craigslist problem is that paper is too
expensive’.
How to create a Web 2.0 strategy
Internal Conversations
One-to-one conversations
One-to-many
KNOW CONTROL vs. NO CONTROL

 You have to KNOW your audience so that

you don’t have a NO control situation.
 NO control

 http://www.youtube.com/watch?v=t8XxcOj3Seo
KNOW control
The Streisand effect
 A term used to describe
a phenomenon on the
Internet when there is
an attempt to
remove/censor
something backfires
and the information
ends up receiving more
attention.
09-f9-11-02-9d-74-e3-
5b-d8-41-56-c5-63-56-
88-c0
What this means ….
 Companies can no longer control the
message but they can manage the results
if they are aware of which channels of
communication their audience is using.
Examples of Social Media
 RSS feeds
 UGC (user generated content)
 Social networks
 Blogging
 Podcasts
RSS Feeds

 http://www.youtube.com/watch?
v=0klgLsSxGsU
UGC (user generated content)
 UGC is now the brand
 Consumers now create and change the
brand (you no longer own your brand)
(youtube)
 Consumers market the brand
 It’s not “with” your brand, it’s “in” your
brand
Social Networks

 http://www.youtube.com/watch?
v=6a_KF7TYKVc
Blogging
 An online journal, a way to tell a story
 102 Million blogs, 120,000 blogs started
each day
 It is not reporting – nor do people expect it
to be
“Newspapers increasingly
reference Bloggers as sources in
stories. In just 2 ½ years this has
grown from almost nothing to a
significant input to media”

Factivia
Blog Demographics
 42% of all Canadians have read a blog
 Blog use in Canada is most popular among
those:
 Withhousehold incomes of $60,000 or more
(44%)
 Men (48% vs. 35% among women)
 Younger adults aged 18-34 (50%)
 Those with post-secondary education

Ipsos-Red, June 2005

 Blogs need to be frequent.
Web 2.0 has created a low
attention span. A blog should
be posted a MAXIMUM of 3-4
days apart.
Podcast

 http://www.youtube.com/watch?
v=OEmss2lg-ug
Tools of the trade
 Google Reader
 Google News alert
 Technorati
 Google
 Tagging
 Del.icio.us
 Facebook
 iTunes
 YouTube
Google Reader
 http://www.google.com/reader/view/#overview
-page
 Another option: http://www.google.ca/ig?
hl=en
Google News Alerts
 http://www.google.com/alerts?hl=en&t=1
Technorati
 RSS
 Add popular, relevant blogroll (a blogroll is
a listing of websites that often appear as
links on web logs).
http://technorati.com/people/technorati
/CanadianWildlifeFed
Google
 Search engine
 Determine how well your site is doing
Tagging
 The assigning of keywords to online
content to help users search that content
more effectively.
Del.icio.us
 Social book marking which uses tags
 http://del.icio.us/TobiMichelle
Facebook
 Virtual read
 News feed

Over 41 Million Canadians have

visited Facebook.
iTunes
 iTunes is a media player used for
transferring music, photos and videos
YouTube

YouTube is a popular free video sharing website which lets users

upload, view, and share video clips. ...

Tobi – http://youtube.com/profile?user=TobiMichelleM
 Old media
doesn’t die, it
just evolves