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Social Media Marketing and Web 2.0. 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

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What is social media?

  • A different way to socialize using the web


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What are social networks?

  • A website with a database


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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





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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


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Participation

  • Participation is key

    • 1) Advertise

    • 2) Create elements in online space

    • 3) Create own platform or environment in online space




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Keys to success in webspace

  • Be creative

  • Be honest

  • Be unique

  • Be aware of who your audience is

  • Update frequently

  • Be transparent



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Trust economy

Gift economy

The Web is changing how we do business


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Social media is driven by the consumer not driven by business and is currently experiencing growth


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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%


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70% of Americans aged 15-35 use Social Networks April 2007.

Fox Interactive Networks


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Half of YouTube’s audience is over 34 April 2007.

MarketingVox



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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 kids realize news is important. The problem is that paper is too expensive’.

Craig Newmark, owner and inventor of Craigslist


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How to create a Web 2.0 strategy destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.


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Internal Conversations destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.


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One-to-one conversations destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.


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One-to-many destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.


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KNOW CONTROL vs. NO CONTROL destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

  • You have to KNOW your audience so that you don’t have a NO control situation.


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NO control destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

  • http://www.youtube.com/watch?v=t8XxcOj3Seo


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KNOW control destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.


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The Streisand effect destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

  • 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.


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09-f9-11-02-9d-74-e3-5b-d8-41-56-c5-63-56-88-c0 destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.


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What this means …. destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

  • 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.


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Examples of Social Media destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

  • RSS feeds

  • UGC (user generated content)

  • Social networks

  • Blogging

  • Podcasts


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RSS Feeds destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

  • http://www.youtube.com/watch?v=0klgLsSxGsU


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UGC (user generated content) destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

  • 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


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Social Networks destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

  • http://www.youtube.com/watch?v=6a_KF7TYKVc


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Blogging destruction’ and that he has a ‘great deal of sympathy for people who run the printing presses’.

  • 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


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“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


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Blog Demographics stories. In just 2 ½ years this has grown from almost nothing to a significant input to media”

  • 42% of all Canadians have read a blog

  • Blog use in Canada is most popular among those:

    • With household 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


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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.


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Podcast attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

  • http://www.youtube.com/watch?v=OEmss2lg-ug


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Tools of the trade attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

  • Google Reader

  • Google News alert

  • Technorati

  • Google

  • Tagging

  • Del.icio.us

  • Facebook

  • iTunes

  • YouTube


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Google Reader attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

  • http://www.google.com/reader/view/#overview-page

  • Another option: http://www.google.ca/ig?hl=en


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    Google News Alerts attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

    • http://www.google.com/alerts?hl=en&t=1


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    Technorati attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

    • 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


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    Google attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

    • Search engine

    • Determine how well your site is doing


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    Tagging attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

    • The assigning of keywords to online content to help users search that content more effectively.


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    Del.icio.us attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

    • Social book marking which uses tags

    • http://del.icio.us/TobiMichelle


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    Facebook attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

    • Virtual read

    • News feed

      Over 41 Million Canadians have visited Facebook.


    Itunes l.jpg
    iTunes attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

    • iTunes is a media player used for transferring music, photos and videos


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    YouTube attention span. A blog should be posted a MAXIMUM of 3-4 days apart.

    YouTube is a popular free video sharing website which lets users upload, view, and share video clips. ...

    Tobi – http://youtube.com/profile?user=TobiMichelleM


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    Old media doesn’t die, it just evolves attention span. A blog should be posted a MAXIMUM of 3-4 days apart.


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