The Social Web

The New Web

Consumer Generated Media

At the end of 2006, Time magazine decided that its person of the year was 'You'

Yes, You.

All the You's that create and rate content on heavy hitting sites such as MySpace,

Wikipedia and YouTube.

Mass media

(TV, Radio, Print, Outdoor)

Mass Market

(Homogeneous categories)

One way traffic

No response mechanism

Niche Media

(Websites, blogs, special interest media)

Niche Markets

(multiple new categories, products and line extensions)

Dialogue

Email and all other response media)

1900 - 1990 1990 – Present

Naïve Consumer

Pass the cornflakes and have a nice day

Wary Consumer

Cornflakes? Are you mad sugar, fat, carbs – Pass the low GI oats

Tim Berners-Lee

• He laid the groundwork for the World Wide Web in 1980 when he wrote a program called "Enquire" to help him organize his computer files with links.

• He later built on the idea and created a network of linked information that would be available to everyone across the Internet.

Youtube by numbers1. 1,6 bn$ 2. 10 m$ 3. 2,5 bn 4. 2 hours 5. 60% 6. 28

jeremyfain.wordpress.com

1. Google’s amount to purchase YouTube2. YouTube’s monthly turnover (starting in Summer 2006)3. number of videos served up in June 2006 on YouTube4. Average # of hrs spent watching videos on YouTube per US Internet user

p/month5. YouTube’s market share (N.2 is MySpace, N.3 is MetaCafe)6. Age of YouTube’s founder, Steve Chen

Trust in Web 1.0

• In the old days (read the 1990's) trust was mostly to do with ecommerce.

• How could you trust a website enough to either give your personal details or credit card numbers to buy something?

• A whole set of standards was subsequently developed to ensure users trusted your website.

Functions of the New Web

• Business (e.g. eBay)

• Pleasure (e.g. MySpace, YouTube, Secondlife)

• Information (e.g. Wikipedia, Digg)

• Classifieds (e.g. Craigslist, Gumtree)

• www.nmk.com• www.adliterate.com• www.slideshare.com• www.slashdot.com• www.stumbleupon.com• www.twitter.com• www.flickr.com• www.virtualthirst.com

Brands and 2.0

Proceed with caution

From www.russelldavies.com

Brands and blogging don’t enjoy a marriage made in

heaven

Blogging changes the writer’s behaviour more

than it changes the readers’ behaviour

If your brand is going to blog you need to

understand what you want to change about it

This is uncomfortable because brands usually like changing consumer behaviour not the other

way round

There are no ‘old’ or ‘new’ media – there are

communications media and social media

Communications media are the natural habitat of

brands

Their use of social media is problematic

Social media demand that you trade control for

influence

Unless brands are happy with this they should stay

out of social media

Just use it to listen to the conversation

Social media is all about conversation

Brands only have a role if they can make the conversation more

interesting

Advertising can’t succeed against the conversation but it can influence and

contribute to the conversation

The social media gurus bang on about the

stupidity of advertising but really it is a criticism of

media

Creative agencies must free themselves from

media - they are content creation companies

And increasingly content co-creation companies

Media neutrality must mean just that – we

shouldn’t care where our content appears

Maybe media agnostic would be a better term

Media is only interesting as content distribution

vehicle. And increasingly it will be free to use.

Social media can’t be measured so lets stop

trying

We have to get comfortable with

managing the immeasurable

Lets face it the truth is that all good advertising is a

leap of faith

Only poor advertising is predictable

oneBrand Identity

&

Brand Image