These slides accompany a course being presented at the London College of Communication

1. Unit 1.2 New Media & Technology Unit Leader: Tom Allen

2. Week 3 Web 2.0: Online community and persona

5. How to use it for marcoms? Web behaviour Firm’s strategy Digital media mart Thought tracing People search the web for info & fun Firms use search terms to target user A market in search terms appears Ubiquitous connectivity People assume always-on computing Firms look at proximity & geolocation data Market in access to profiles and identity develops Social exchanges People build their identities on virtual communities Firms sponsor, co-opt or create their own communities A market in communities develops – exclusivity + functionality Cultural exchanges People participate in cultural exchanges Firms offer cultural products or present themselves as ‘more global’ ‘ Buzz markets’ become focus of competition

6. Web 1.0  Web 2.0 Marketing 1.0 Marketing 2.0 Comment Press releases Blog posts Makes the subject seem more personal Push content Pull content (like SEO+RSS) People are comfortable with the web and have gained power as a result Glossy publications Video/Podcasts/VCasts People engage with people more than magazines Firm’s content User generated content & feedback What would you rather read? Word of mouth recommendation Positive commentary on social media The elusive ‘tame blogger’ and ‘artificial social’