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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) • Some CMS (content management systems) 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, 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, Digg, YouTube, Scribd, Pinterest • 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: 1,064 • 2nd Degree connections: 450,200+ • 3rd Degree connections: 10,521,900+ • Connecting with me gets you visibility to 450,200+ professionals...

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

  15. A bit about Twitter • Twitter is a micro-blog • 140 character posts • 4 basic features • Post: share content with your network (followers) • #hashtags: #topic descriptions to make it easier for Twitter users to find your post via search (e.g. #Social_Media) • Mentions: including another's Twitter handle in your post (@JoeBlough) • @JoeBlough will be able to see that he has been mentioned, and read your post • RT: share others' posts with your network • DM: communicate 1:1 with a follower • Lists: assign followers to custom groups

  16. A bit about Twitter • Nothing to it – right? • Complete your profile • Invite those you know to connect • Accept invitations from others

  17. What makes Twitter special? • The power of Twitter is its ability to quickly and easily syndicate content to vast numbers of followers • The strength of a Twitter user is based on the size and quality of their network • Size: number of 1st degree followers (actual reach) • Quality: number of 2nd degree followers (potential reach) + level of network activity • The size and quality of a network is related to the amount and quality of content posted

  18. What makes Twitter special? The power of exponential network growth 50 80 1st degree followers: 4 2nd degree followers: 400 1400 1st degree followers: 5 2nd degree followers: 1800 30 240

  19. How to Twitter • Know your objective • DO NOT mix professional and personal • Create a profile consistent with the objective • Twitter handle (@UserName) • Bio, photo, and web links • Follow others consistent with the objective • Post regularly and consistent with the objective • Original ideas and comments • Curation • Links to articles, etc. • Selective RTs

  20. Be selective • I don't follow everyone who follows me • You shouldn't either • Quickly scan their profile to determine: • Is their profile consistent with your objective? • WIIFM? • Do they have a robust network? • Does their content provide value? • Are they active on a regular basis? • Do they “play nice”? (e.g. RT, mention, etc.)

  21. Why I won't follow you on Twitter • Profile problems • Inappropriate handle – please... • Photo • No photo – seriously? not even an avatar? • Inappropriate photo – please... • Bio • No bio – are you lazy or just boring? • Arrogant, self-absorbed bio (e.g. “guru”) - I try not to befriend jerks • Inappropriate bio – please... • Bio containing the words: “MLM”, “guaranteed”, “at-home business”, “get rich quick”, etc. - thanks, but no thanks • Too many links/broken links – that's sloppy

  22. Why I won't follow you on Twitter • Vital Stats Problems • Few or no Tweets – why follow someone with nothing to say? • Following too many – following 18,531? seriously? • Following many, with few followers – promiscuity doesn't lead to popularity • Many followers, but following few – WIIFM, Ms. Stuck-up? • Skewed following demographics – you only follow women with attractive bio photos, and you're a guy? creepy...

  23. Why I won't follow you on Twitter • Tweeting Problems • Few or no/infrequent Tweets – you're a taker, not a giver... • Too many/too frequent Tweets – I'm not THAT into you... • Tweets not consistent with bio - your bio says you are a “thinker”, but your Tweets are random, inane ramblings on your life; I don't have time for this... • Tweets contain phrases like “Want to earn $3,000 per week in your pajamas?” - I can only imagine... • You are an egomaniac who only Tweets about themselves – are you really “all that”? • You are a company and ALL of your posts are links to press releases or requests to vote for you in the Shorty (or similar) Awards – WIIFM?

  24. Why I won't follow you on Twitter • Tweeting Problems (continued) • You use an auto-feed to spew quotations and snippets of “wisdom” every hour on the hour – I don't hang out with robots... • Your Tweets are a black hole of negativity, sucking light, life and joy out of the universe – my life is bad enough without having to hear how much you hate yours... • Your Tweets are inappropriate – sorry, your Tweets are not consistent with my objectives and online brand... • You have protected your updates – why are you making it difficult for me to follow you?

  25. Questions?

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