A brief look at Web 2.0in 2010

Why me?

• Copywriter joins early social network

Why me?

• A woman from Buffalo joined

Why me?

• We e-mailed back and forth.

Why me?

• To recap

• Woos US woman with words

• Moves to US

This is also me:

This is also me:

• What is a social network?

• For an individual, the value is in the community

• For a brand, the value is in harnessing the community

What is a social network?

• Social media is about a change in behavior

• A convergence, where online stopped being about ‘websites’ and started being about experiences

• “Social media is having the disruptive impact that TV did. But on an accelerated timeline.”

– Eric Mower

TRADITIONAL MEDIA SOCIAL MEDIA

One way, brand speaking Two way / a conversation

Focused on the brand Focused on the consumer

Brand in control Consumer in control

Repeating the message Adapting the message

Entertaining Involving

Brand created content User created content / Co-creation

Space defined by Media Owner Space defined by Consumer

Web 2.0

• What is the behavior behind social media?

• 2nd Law of Social Networking

#1 Facebook

• Facebook has over 400 million members

• 50% of all Canadians have a profile!

Source: http://www.facebook.com/press/info.php?statistics

Facebook

• Connecting people who you already know.

Facebook Page

• Facebook is after the social graph.

Facebook

• It’s Facebook’s opinion that what people ‘like’ says something about them socially.

• And they want to connect those people

LinkedIn is a business social network.

• Used for job hunting.

• Company finding.

• It’s a networking tool

• Not based on geography.

• People create profiles in LinkedIn. They refer each other, answer questions, join groups.

• From those profiles, LinkedIn creates a picture of the company.

• LinkedIn: 67% of users saying they use their profile to “make new business or professional contacts”

• If you’re on LinkedIn, it uses profile data to create the business profile.

• People can now follow companies on LinkedIn.

•Source: Pew Internet & American Life Project Survey December ‘08

• Twitter is an excellent way to interact with both of your target markets.

• There are a lot of brands that are part of the everyday life of people.

• Twitter is a massive pile of junk.

• But inside all those dumb things are potential gems.

• Social bookmarking is the solution to never having to e-mail a link home.

• It’s also a way to prove smarts. I have this on my e-mail signature

Delicious

• From Google alert to What’s new

• YouTube has a vibrant community

Social media newsroom

Location based social networks

• Yelp, FourSquare, Gowalla, and a myriad of other tools are essentially local mobile search engines.

• Users "check-in" at venues using text messaging or a device specific application

• Other users can see where their friends are, and what their friends think of the place they are at.

• Like a Tradeshow booth.

The shift

• This presentation isn’t about the tools.

• It’s about a shift

• It’s about proving expertise using a tactic that lets people respond.

• Before the web we used awareness generating tools.

• When they raised their hand, (or click a link) we thought of them as buyers.

• But many are tire kickers

• So what if these buyers and tire kickers could still be placed into a room?

• What would you say?

• How would you say it?

• Here’s a way to organize it

• So develop a strategy that starts with listening.

• Then create shareable content.

• And never, ever, ever, say viral.

• http://sharemarketing.wordpress.com