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Topics in Technology and Marketing Web 3.0: Social Media

Topics in Technology and Marketing Web 3.0: Social Media. The Third Wave. Web 1.0 “Digital Billboard” Static content Passive consumption Unidirectional messaging Undifferentiated content Techies Only HTML CSS (formatting) Javascript (browser control). Web 2.0 “Digital Direct Mail”

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Topics in Technology and Marketing Web 3.0: Social Media

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  1. Topics in Technology and Marketing Web 3.0: Social Media

  2. The Third Wave Web 1.0 “Digital Billboard” • Static content • Passive consumption • Unidirectional messaging • Undifferentiated content Techies Only • HTML • CSS (formatting) • Javascript (browser control) Web 2.0 “Digital Direct Mail” • Dynamic content • Interactive • Unidirectional messaging • Personalized content Mostly Techies • PHP (variable content) • MySQL (database) Web 3.0 “Digital Conversation” • Content creation • Interactive • Multi-directional messaging • Original content Anyone • Social media platforms

  3. 4 characteristics • Inclusive – anyone, anywhere can: • Create content • Share content • Participate • Intuitive platforms - no tech skills required • Accessible – password protected content is rare • Feature-rich – platforms enable feedback, voting, comments and sharing information • Free • Interact with content and other participants • Always changing – frequently updated

  4. 4 characteristics • Unrestricted – content and interaction cannot be controlled • Any ability to lead the conversation derives from the authority the community has bestowed • Authority – respect – is earned through participation and demonstrated expertise • Passionate - communities form around sharing a substantial interest in a common topic

  5. Social media field guide • 9 basic species of social media • Social networks - allow people to build personal web pages and then connect with friends to share content and communication • LinkedIn, MySpace, Facebook • Blogs - online journals, with the most recent entries appearing first • Wordpress, Blogger • Wikis – web pages that people can add to or edit, acting as a communal document or database • Wikipedia, AboutUs

  6. Social media field guide • Podcast – recorded audio and video files available by subscription, through services like Apple iTunes • Livecasts – live audio and video “shows” • uStream.tv, Justin.tv, Skype • Review sites – platforms dedicated to allowing customers to provide product/services/business reviews • Epinions, Yelp • Forums – support online discussion, often around specific topics and interests • Yahoo! Answers

  7. Social media field guide • Content communities - communities which organize and share particular kinds of content • Flickr, del.icio.us, YouTube, Scribd • Microblogs - social networking combined with bite-sized blogging, where small amounts of content (“updates”) are published • Twitter, Identica

  8. Citizen Kane is rolling in his grave • “Freedom of the press is limited to those who own one.” A. J. Liebling (1904 – 1963) • Not any more! • Today anyone can: • Create content • Distribute content • Monetize content

  9. Citizen Kane is rolling in his grave • Today everyone is a media participant • World no longer divided between producers and consumers • “Arab Spring”, anyone? • There's a place for everyone • Communities defined by common interests, not geography • Influence and authority can be earned by anyone: • With knowledge • Willing to create content • Willing to share content • Willing to participate

  10. A little about LinkedIn • LinkedIn is a social network for professionals • Facebook for adults • 3 basic features • Build a network of professional colleagues • Find and interact with other professionals • Allow yourself to be found • Nothing to it – right? • Complete your profile • Invite those you know to connect • Accept invitations from others

  11. What makes LinkedIn special? • Visibility into others' networks

  12. What makes LinkedIn special? • The power of exponential network growth Adds 40 to network 8 24

  13. What makes LinkedIn special? • The power of exponential network growth • My LinkedIn network • 1st Degree connections: 1,017 • 2nd Degree connections: 386,800+ • 3rd Degree connections: 9,842,300+ • Connecting with me gets you visibility to 387,817+ professionals...

  14. What makes LinkedIn special? • Search for: • People • Companies • Groups • Answers

  15. Questions?

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