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Emergence of Web 2.0,
Social Media Strategies
What Web 2.0 Isn’t
• Web 2.0 is not an upgrade to the Web
• Web 2.0 is not a specific Web Site or Web Sites
• Web 2.0 is n...
So What is Web 2.0?
• Web 2.0 describes World Wide Web sites that emphasize user-
generated content, usability, and intero...
Friday, 18 March 2016 4
Differences between new media and traditional media
Friday, 18 March 2016 5
Interactivity
Intelligence
Individualization
I...
Friday, 18 March 2016 6
What Has the Internet Done?
• The emergence of Web 2.0 has…
– Extended our social networks beyond our close knit groupings...
What is Web 2.0?
• It is Second generation of services available on the Web that lets
people collaborate and share informa...
Web 2.0: Evolution Towards a Read/Write Platform
Friday, 18 March 2016 9
Web 2.0 Best Of One:(Really Simple Syndication):
Friday, 18 March 2016 10
What is AJAX?
• Ajax is not a technology in itself
• Shorthand for Asynchronous JavaScript and XML
• The term was first us...
Blogging
• Commercial (so called) Blog sites
– Netscape.com (new) owned by Weblogs, Inc.
– Engadget.com owned by Weblogs, ...
Weblogs, Inc :
• The company is owned by AOL and has more than 90 commercial
blogs meaning blog sites.
• Weblogs generated...
Social Networking Sites
• Myspace.com
– Fourth most popular English Website
– 95 million members, with 500,000 new members...
Software as a Service
• Software as a Service (Saas) is a model of software delivery where the
software company provides d...
Windows Live
• Windows Live is Microsoft’s version of Web 2.0 services offerings.
• These will include Live Mail, Live Mes...
Wikis
• Collaborative page.
• Anyone can add or edit content.
• Wikipedia - friend or foe?
• Wikispaces
Friday, 18 March 2...
Social Bookmarking
• Save web addresses of useful content.
• Share and search bookmarks.
• Generate specific resource list...
Online Photo Galleries
• Publish photos online.
• Comment, and share ideas.
• Create photo stories and presentations.
Frid...
Audio/video-casting
• Produce audio and video recordings.
• Publish them easily to the web.
• Creates a world-wide audienc...
Social Media
Strategies
Friday, 18 March 2016 21
What is this Social Media thing all about?
Friday, 18 March 2016 22
• Traditional marketing
• Nor classic advertising
• Ne...
Creating a Social Media Policy
Friday, 18 March 2016 23
Stay on brand
Stick to basic standards
Target audience
Numerous pl...
The Social Web is About Life Experiences
• Brands are using applications to engage their audience
• They are using applica...
Key objectives and strategy
Friday, 18 March 2016 25
Increase website traffic and
keep customers returning
Drive sales and...
Content strategy
• Before entering social media, it’s important to define what the voice of
your Small Business will be an...
Friday, 18 March 2016 27
Friday, 18 March 2016 28
Friday, 18 March 2016 29
Friday, 18 March 2016 30
Friday, 18 March 2016 31
Some actions to undertake…
• …to start with
• Go and meet users on the Internet
– Answer comments left by users on multipl...
Some actions to undertake…
• …to start with
• Engage users in product testing
– Create restricted communities who will be ...
Some behaviours…
• …to embrace !
• Embrace transparency
– Do not post with fake names.
• Do not delete critical comments
–...
Combine the tools
• Use multiple tools and spread your presence !
• Leverage the effect by using multiple tools
• One medi...
Be patient
• The effect will be there !
• You will only see small changes at the beginning
• The strategy is powerful when...
Facebook
Friday, 18 March 2016 37
My Space
Friday, 18 March 2016 38
LinkedIn
Friday, 18 March 2016 39
Twitter
Friday, 18 March 2016 40
YouTube
Friday, 18 March 2016 41
Slideshare
Friday, 18 March 2016 42
Blogs
Friday, 18 March 2016 43
Follow conversations…
• …and reply !
• Read all conversations that are done about your brand
• Participate to these conver...
Social Media Campaigns should be Targeted
• Age, Political Views,
• Gender,
• Relationship Status,
• Activities
• Location...
Choose Your Creative
• Social Media Ads can contain Images
• Social Media Ads can contain Videos
• Social Media Ads can co...
Why then Social Media is this hard?
Friday, 18 March 2016 47
Too many channels
More and more people
joining
Thousands of
c...
Measuring progress
Friday, 18 March 2016 48
Website
Visitors: how
many + where
are they coming
from
How often they
visit y...
Bear in mind
Friday, 18 March 2016 49
Social Media is not unidirectional. It’s not advertising
Social Media works, but it’...
Friday, 18 March 2016 50
Friday, 18 March 2016 51
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  1. 1. Emergence of Web 2.0, Social Media Strategies
  2. 2. What Web 2.0 Isn’t • Web 2.0 is not an upgrade to the Web • Web 2.0 is not a specific Web Site or Web Sites • Web 2.0 is not isolated • Web 2.0 is not static • Web 2.0 is not a tangible product Friday, 18 March 2016 2
  3. 3. So What is Web 2.0? • Web 2.0 describes World Wide Web sites that emphasize user- generated content, usability, and interoperability. • The term was popularized by Tim O'Reilly and Dale Dougherty at the O'Reilly Media Web 2.0 Conference in late 2004, though it was coined by Darcy DiNucci in 1999 • Although Web 2.0 suggests a new version of the World Wide Web, it does not refer to an update to any technical specification, but rather to cumulative changes in the way Web pages are made and used. Friday, 18 March 2016 3
  4. 4. Friday, 18 March 2016 4
  5. 5. Differences between new media and traditional media Friday, 18 March 2016 5 Interactivity Intelligence Individualization Integration Industry restructuring Independence of location
  6. 6. Friday, 18 March 2016 6
  7. 7. What Has the Internet Done? • The emergence of Web 2.0 has… – Extended our social networks beyond our close knit groupings – Made potential our social networks world-wide – Given us the opportunity to network with people we never could have before Friday, 18 March 2016 7
  8. 8. What is Web 2.0? • It is Second generation of services available on the Web that lets people collaborate and share information online • O'Reilly Media and MediaLive International popularized the term • Google is now seen as the torch bearer of the term by the media • From a technology perspective Web 2.0 uses AJAX, Mashups and RSS predominantly Friday, 18 March 2016 8
  9. 9. Web 2.0: Evolution Towards a Read/Write Platform Friday, 18 March 2016 9
  10. 10. Web 2.0 Best Of One:(Really Simple Syndication): Friday, 18 March 2016 10
  11. 11. What is AJAX? • Ajax is not a technology in itself • Shorthand for Asynchronous JavaScript and XML • The term was first used by Adaptive Path only in Feb 2005 • Removes the need to reload entire web page each time the user makes a change. Increase the web page's interactivity, speed, and usability. • XML is used as the format for transferring data between the server and client. XML files may be created dynamically by some form of server- side scripting • The Ajax technique uses a combination of: XHTML and CSS, JavaScript, XMLHttpRequest /IFrame object Friday, 18 March 2016 11
  12. 12. Blogging • Commercial (so called) Blog sites – Netscape.com (new) owned by Weblogs, Inc. – Engadget.com owned by Weblogs, Inc. – Myspace.com Friday, 18 March 2016 12
  13. 13. Weblogs, Inc : • The company is owned by AOL and has more than 90 commercial blogs meaning blog sites. • Weblogs generated US$1 Million in revenue out of Google Adsense alone in 2005. • AOL bought Weblogs, Inc in Oct 2005 for US$25 Million. • The CEO of Weblogs recently announced US$1000 per month for bloggers who submit more than 150 Stories/Items per month in any Social Bookmarking site. Friday, 18 March 2016 13
  14. 14. Social Networking Sites • Myspace.com – Fourth most popular English Website – 95 million members, with 500,000 new members each week – Bought by News Corp (Rupert Murdoch) for US$580 Million in June 2005 • Orkut.com – A Google Initiative • LinkedIn.com • Facebook Friday, 18 March 2016 14
  15. 15. Software as a Service • Software as a Service (Saas) is a model of software delivery where the software company provides development, hosting, maintenance, daily technical operation, and support • SaaS can be for any market segment including home consumers, small business, medium and large business Friday, 18 March 2016 15
  16. 16. Windows Live • Windows Live is Microsoft’s version of Web 2.0 services offerings. • These will include Live Mail, Live Messenger, Live Favourites, Live Office Domains and more. • Watch out Microsoft for more to come from them… Friday, 18 March 2016 16
  17. 17. Wikis • Collaborative page. • Anyone can add or edit content. • Wikipedia - friend or foe? • Wikispaces Friday, 18 March 2016 17
  18. 18. Social Bookmarking • Save web addresses of useful content. • Share and search bookmarks. • Generate specific resource lists. Friday, 18 March 2016 18
  19. 19. Online Photo Galleries • Publish photos online. • Comment, and share ideas. • Create photo stories and presentations. Friday, 18 March 2016 19
  20. 20. Audio/video-casting • Produce audio and video recordings. • Publish them easily to the web. • Creates a world-wide audience. Friday, 18 March 2016 20
  21. 21. Social Media Strategies Friday, 18 March 2016 21
  22. 22. What is this Social Media thing all about? Friday, 18 March 2016 22 • Traditional marketing • Nor classic advertising • Neither just a Facebook profile It’s not… • An integration of messages with technologies, images, video, audio… • Conversations that are joined by more and more people every day It is
  23. 23. Creating a Social Media Policy Friday, 18 March 2016 23 Stay on brand Stick to basic standards Target audience Numerous platforms What is the purpose?
  24. 24. The Social Web is About Life Experiences • Brands are using applications to engage their audience • They are using applications to entertain • They are not banner ads • They are not groups • They are the new Ad Unit • They are used to connect and drive interest • Social Media is now a major component of the Digital Buy Friday, 18 March 2016 24
  25. 25. Key objectives and strategy Friday, 18 March 2016 25 Increase website traffic and keep customers returning Drive sales and encourage social recommendations Raise awareness around your SMB’s website and products How? Bringing your SMB closer to customers Giving them the chance to discover, engage and share content around your SMB Rewarding customer loyalty with promotions Keeping customers engaged with content and linking to your website
  26. 26. Content strategy • Before entering social media, it’s important to define what the voice of your Small Business will be and what content and messaging we want to relay to the audience. All this can be simplified in 3 key themes or content pillars (these are just an example) Friday, 18 March 2016 26 Creativity Inspiration High quality The capacity of creating something new and valuable or an unique idea. As artists or art lovers, most of the community will require this sentiment coming from artworkme Related to the previous content, your community will look forward to some inspiration, a sudden creative burst that could let them show up their artistic genius Both, Creativity and Inspiration will be improved with a high quality feel to be spread through the campaign. artworkme is high quality itself
  27. 27. Friday, 18 March 2016 27
  28. 28. Friday, 18 March 2016 28
  29. 29. Friday, 18 March 2016 29
  30. 30. Friday, 18 March 2016 30
  31. 31. Friday, 18 March 2016 31
  32. 32. Some actions to undertake… • …to start with • Go and meet users on the Internet – Answer comments left by users on multiple blogs. Read what they say about your brand. • Set up collaborative tools – Make sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys). • Connect with your customers – Be present on online social networks and create a profile for your brand. • Replay offline campaigns on the Internet – Post your last TV campaigns on YouTube, announce your coming event on Twitter, post feeds on Facebook, Blog about your brand... Friday, 18 March 2016 32
  33. 33. Some actions to undertake… • …to start with • Engage users in product testing – Create restricted communities who will be able to test the product and help in its development. Create user communities. • Engage users to buzz – Share and present your products to bloggers in order to engage a viral wave. • Trigger the conversation – Engage the conversation on your blog and over chat rooms. Post on other blogs. • Develop an honest and viral state of mind – Be open, do not be afraid, be honest and share as much as you can. Friday, 18 March 2016 33
  34. 34. Some behaviours… • …to embrace ! • Embrace transparency – Do not post with fake names. • Do not delete critical comments – Do not be afraid and respond to them. • Build trust – By showing you are truly listening. Friday, 18 March 2016 34
  35. 35. Combine the tools • Use multiple tools and spread your presence ! • Leverage the effect by using multiple tools • One media or one profile is not enough to see the effects • It is the combination of multiple tools that will make you successfull Friday, 18 March 2016 35
  36. 36. Be patient • The effect will be there ! • You will only see small changes at the beginning • The strategy is powerful when users will see your engagement • One page on Facebook is not going to create miracles but the combination of multiple tools might • Never release your presence because communities need to be animated Friday, 18 March 2016 36
  37. 37. Facebook Friday, 18 March 2016 37
  38. 38. My Space Friday, 18 March 2016 38
  39. 39. LinkedIn Friday, 18 March 2016 39
  40. 40. Twitter Friday, 18 March 2016 40
  41. 41. YouTube Friday, 18 March 2016 41
  42. 42. Slideshare Friday, 18 March 2016 42
  43. 43. Blogs Friday, 18 March 2016 43
  44. 44. Follow conversations… • …and reply ! • Read all conversations that are done about your brand • Participate to these conversations by replying and commenting • Respond quickly for a stronger effect • Share quality content Friday, 18 March 2016 44
  45. 45. Social Media Campaigns should be Targeted • Age, Political Views, • Gender, • Relationship Status, • Activities • Location Friday, 18 March 2016 45
  46. 46. Choose Your Creative • Social Media Ads can contain Images • Social Media Ads can contain Videos • Social Media Ads can contain only Text Friday, 18 March 2016 46
  47. 47. Why then Social Media is this hard? Friday, 18 March 2016 47 Too many channels More and more people joining Thousands of conversations Very little time
  48. 48. Measuring progress Friday, 18 March 2016 48 Website Visitors: how many + where are they coming from How often they visit your website What browsers they use Mobile reporting Engagement Tracking brand sentiment Follower + fans growth Tracking comments, mentions and “people talking about it” R.O.I. Tracking social media ROI via Google Analytics Tacking traffic coming from every activity of your social media campaign Tracking the potential future customers
  49. 49. Bear in mind Friday, 18 March 2016 49 Social Media is not unidirectional. It’s not advertising Social Media works, but it’s not for free. Your SMB will have to be ready for the time of your CM, social ads, promotions, vouchers or contest prizes Social Media must be coherent with website and brand. Coordination between your SMB and your online marketing consultant Social Media is a matter of TIME. Time to keep everything updated and time to wait for results
  50. 50. Friday, 18 March 2016 50
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