Community Media

Laurel Papworthsilkcharm.blogspot.com

Today’s presentation

• What is Web 2.0? • Communication• Share: Content, Discover, Discuss• Anti-Marketing, Anti-Advertising• Alerts, RSS, widgets• Social Network fundamentals

Suppliers, Resellers, Shops, Business

Pre Web 2.0

Professional Content Developers (Advertising, Marketing, PR - agencies, studios)

Mainstream Media (TV, movies, magazines)

Suppliers, Resellers, Shops, Business

Web 2.0

C2C communications

Web 3.0

Why be involved?

• Loyalty ROI: visit a site 9x more stay 5x as long (Source: McKinsey)

• Brand ROI: 4x un-aided brand recall (Source: NFO)

• Acquisition ROI: $0-10 vs. $10-$400 per customer acquisition

• Support ROI: 5x-10x more cost effective than phone support

• Meet Offline (Center for Digital Futures)More than one fifth (20.3%) meet at least once a year

audreycarr.ca

How to you like to communicate?

• Instant (synchronous), real time support- instant messenger, broadcast, chat channels, SMS, virtual worlds, ventrilo

• Delayed (asynchronous)- email, listserv, blogs, forums, wiki,

• Either?- Twitter, RSS, APIs

Communication tools

• One to One - email, personal messages, IM, /tells

• One to Many- blogs, mailing list, /yell

• Many to Many- forums, unmoderated mailing list, virtual world, IRChat

• Few to Few (gated)- follow me services, group services

Consumer Generated Content

create

share

discovershare

discuss

share

Create Content

• Videos – YouTube• Fotos – Flickr, Photobucket• Articles – blogs, any blog• Voice – Podcasts• Presentations – Slideshare• Art – RedBubble• Puzzles – The Broth• Diagrams - Gliffy

Discover Content

• News – Digg, Bloggerati• Bookmarks – del.icio.us, technorati• Marketplace – ebay, facebook• Vertical Search – aggregate engines• Social networks - twitter

Holding The Brand To Ransom

Your Customer is Talking(And they won’t shut up!)

The Issues

• Brand Management and Trademarks

• Intellectual Property and Copyright

• Control of information

Issue 1: Brand Management

Or: How your customer is smashing your careful

branding to smithereens…

Polo Small But Tough video

Eepybird Mentos Diet Coke

Sprite Coke Friendship Overrated

Issue 2: IP and Copyright

Or: Your company’s secrets are being disseminated on

the web…

2007•January to April : < 900 pages•May 1st : 9000 pages•Today (August 07): nearly 1 million pages

Issue 3: Information channels

Or: How to crash your company by not being

engaged…

What to do?• READ blogs, watch YouTube• Comment and vote (rate/rank) = PARTICIPATE• LEARN from the best ones• IGNORE non-participators’ advice!!!• Don’t let the lawyers take control!• Have a clear social media POLICY internally• Create a corporate blog or wiki and MANAGE it• ACKNOWLEDGE mistakes quickly• Keep a sense of HUMOUR• STICK WITH IT!