1. Making Sense of Web 2.0 Understanding it before you can grow your business with it Larry Collett Regional Interactive Media Director – Media General, Inc. WCBD-TV 2 (NBC) and WSAV-TV 2 (NBC) Realtor – Carolina One Real Estate :: Broad Street Office Director of Operations – netGALAXY Studios

2. Who is Larry Collett I’m the Regional Interactive Media Director for Media General, Inc. I’m responsible for the online operations for two NBC television stations. These stations are WCBD-TV 2 in Charleston, SC, and WSAV-TV 3 in Savannah, GA. CountOn2.com has grown from being last place less than three years ago to being the number one television website this year and winning the Edward R. Murrow Award for Overall Excellence in 2008. Prior to my time at WCBD-TV 2 I helped start a small website called Charleston.net for the Post and Courier. I’m a Realtor ® for Carolina One Real Estate; the downtown Broad Street office. I’m new; been doing this for a little over one year. Lastly, I own an Internet Development and Consulting company that I started in 1996 called netGALAXY Studios. We build Internet applications for clients such as Chamber of Commerce’s, United Stated Air Force, School Districts such as the Charleston County School District and Real Estate Agents. a little about me…….

4. Disclaimer Web 2.0 encompasses a vast array of topics that can get really detailed and I could probably spend about 10 hours and barely touch the surface of this technology. What I will do is touch upon some key elements of Web 2.0 to give you a better understanding of what it is, how it started, social networking and how popular it is becoming, and jump into a quick overview of some Web 2.0 applications that will help save you time, money and help you build your business with very little effort. What I’m not going to be able to provide in this short hour and a half time period is in-depth instructions on how to use some of the Web 2.0 applications , but at the end of this session we will open it up to questions so that I may be able to answer some of the questions that you may have about an individual application, technology or Internet question in general. I’ll be more than happy at the end of the session to provide contact information about me and you are more than welcome to contact me anytime and, if I can help you, I’ll be more than happy to. As I’ll mention in one of the slides of this presentation, "Web 2.0" refers to the second generation of web development and web design. It is characterized as facilitating communication, information sharing, interoperability, user-centered design and collaboration on the World Wide Web. It has led to the development and evolution of web-based communities, hosted services, and web applications. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies. The term is now closely associated with Tim O'Reilly because of the O'Reilly Media Web 2.0 conference in 2004.Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but rather to cumulative changes in the ways software developers and end-users utilize the Web. According to Tim O'Reilly: Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as a platform, and an attempt to understand the rules for success on that new platform. However, whether it is qualitatively different from prior web technologies has been challenged. For example, World Wide Web inventor Tim Berners-Lee called the term a "piece of jargon“. The sometimes complex and continually evolving technology infrastructure of Web 2.0 includes server-software, content-syndication, messaging-protocols, standards-oriented browsers with plugins and extensions, and various client-applications. The differing, yet complementary approaches of such elements provide Web 2.0 sites with information-storage, creation, and dissemination challenges and capabilities that go beyond what the public formerly expected in the environment of the so-called "Web 1.0“. The criticism exists that "Web 2.0" does not represent a new version of the World Wide Web at all, but merely continues to use so-called "Web 1.0" technologies and concepts. Techniques such as AJAX do not replace underlying protocols like HTTP, but add an additional layer of abstraction on top of them. Many of the ideas of Web 2.0 had already been featured in implementations on networked systems well before the term "Web 2.0" emerged. Amazon.com, for instance, has allowed users to write reviews and consumer guides since its launch in 1995, in a form of self-publishing. Amazon also opened its API to outside developers in 2002. Previous developments also came from research in computer-supported collaborative learning and computer-supported cooperative work and from established products like Lotus Notes and Lotus Domino. What we can cover…….

6. What is Web 2.0? a short definition……. The term "Web 2.0" refers to a perceived second generation of web development and design, that aims to facilitate communication, secure information sharing, and collaboration on the World Wide Web. O'Reilly has said that the "2.0" refers to the historical context of web businesses "coming back" after the 2001 collapse of the dot-com bubble, in addition to the distinguishing characteristics of the projects that survived the bust or thrived thereafter.

7. What is Web 2.0? a short definition……. Heh? What did you just say?

8. What is Web 2.0? wha-what? need more explaining….. Web 1.0 is a presentation Web 2.0 is a conversation

9. Looking Back Web 1.0

10. What is Web 1.0? wha-what? need more explaining….. Content flows to the viewer, no feedback

11. What is Web 1.0? wha-what? need more explaining….. It’s what the site owner wants you to know

13. Web 2.0

19. Reality Check A few realities of doing business on the Social Web

20. Reality 1 You have to be great at what you do first. One of the biggest mistakes that individuals can make in approaching the Web is to think that the simple act of creating an online presence – whether through a blog, a Facebook profile, or a fancy Web site – will in itself bring new business. In reality, to see results, you must already have strong business fundamentals and a solid marketing plan.

21. Reality 2 Using social media is like riding a bull – getting on is the easy part. Before you start, you need to have a strategy. Time is one of the major ingredients when it comes to blogging and social media. Creating a strong following on Twitter, Facebook, and other sites also require a commitment that can’t be outsourced. Even though some elements can be updated automatically, it will be no secret to other users if you’re not personally interacting regularly.

22. Reality 3 You don’t have to be a tech whiz to participate. The last thing that you should stop you from leveraging the business tools, information resources, and networking opportunities on the Internet is the technology itself. So, how does a social media novice get started? By experimenting with it. Join Facebook, join LinkedIn, read blogs, and ask your peers what sites they find most valuable.

23. Reality 4 The web is a constant flux. You have to keep up with it. Having an experimental, early adopter attitude is a big advantage for anyone who wants to make the most of the ever-changing Web. Take Twitter. A couple of years ago, this micro-blogging platform was practically unknown, but today it gets about 55 millions visits every month, making it the third most trafficked online social network according to Compete, Inc.

24. Reality 5 You can’t fake it. As you venture into the new world of online communication, it’s important to remember that every interaction, as anonymous as it may seem, is a representation of you and your business. You need to be authentic. Don’t think that people want to work with a particular type of individual, and then try to fill that mold. Just be yourself.

25. Reality 6 The Web is so much more than a prospecting or networking tool. A well-planned social media strategy can generate clients, but what many people find most valuable about the Web is its capacity to teach. By developing an understanding of consumers and interacting with them online, you can generate business using “the law of attraction” – that is, pulling clients to you by sharing valuable information, rather than the traditional approach…..

26. Reality 6 … ..that’s what I am doing here today – sharing valuable information. How can we engage people? How can we build trust? How can we get them communicating with us? That’s the big question that we should all be asking ourselves.

27. Moving on…. Ok, I think I’m starting to get it. Show me stats!

28. Rapidly Growing! yes, web 2.0 that is……. Social Networks & Blogs More Popular than Email More than two-thirds (67%) of the global* online population visits social networks and blogs, and participation in these “member communities” is now the fourth most popular online category - behind search, portals, and PC software, but ahead of personal email use, according to research from Nielsen Online. *”Global” and “World” encompass the following countries in which Nielsen Online has a NetView panel: Australia, Brazil, France, Germany, Italy, Spain, Switzerland, UK and US

30. Rapidly Growing! yes, web 2.0 that is…….

32. Rapidly Growing! yes, web 2.0 that is…….

33. What about…. How about a little bit of history before we move on

35. Generations & Media Use

36. Today and beyond…. this is our future…….

38. Attitude towards media “ Can’t Live Without…” Respondents asked to select two media from list (%) Boomers Gen X Gen Y TV 62 63 33 Cell Phone 23 39 64 PC/Laptop 33 41 47 Newspapers/Mags/Books 52 35 12 Portable Music Player 8 5 20 Video Games 4 5 21 DVR/TiVo 4 9 1

39. Now the fun stuff …roll up your sleeves

40. So what is it that you need to do?

41. DEVELOP A SOCIAL MEDIA STRATEGY

47. Even mobile devices Orangatame develops TwitterBerry for the Blackberry. www.orangatame.com Twitterific and PocketTweets for the IPhone and IPod Touch www.pockettweets.com www.twitter.com/downloads

48. Mobile marketing In August 2008, Barack Obama’s presidential campaign made either history or political spectacle when it attempted to announce Joe Biden as the vice presidential candidate over SMS text message. Nielsen estimates that the Biden text was received by 2.9 million mobile phone users in the U.S. over the course of that weekend last August, making it one of the biggest, broadest mobile marketing stunts to date. Why make such an important announcement over a text message? Short Code Marketing The Biden announcement over texting is a highly visible example of short code marketing—marketing messages sent over text message through a Common Short Code (CSC), or short code. Try It…… Text the word WEB20 to 82672

49. Why Mobile? According to Nielsen 2008 studies, there are more than 256 million mobile subscribers in the US. It has become a world-wide mass media phenomenon. Mobile communications allow you to interact with your customers - you are always with them, fresh and current, completely flexible, and cutting edge. Mobile messaging is low cost and has immediate distribution. You can even use mobile to give interactive life to your tired print, radio, and television advertising. HOW DOES IT WORK? 99% of the 260+ million cell phones in America have Standard Messaging Services built right into the phone. Consumers can “opt-in” to receive future communications. Once they do, you have an open path of instant communication. Mobile texting campaigns are designed to build a database of loyal customers. Now what? Once customers opt-in to receive messages you can correspond with them on a multitude of levels - from standard message blasts that highlight a Friday night event to current coupons, searchable databases, or completely mobile web sites - you will be right at their fingertips. Connect with customers on-the-go... where they are ready to be reached.

50. Mobile marketing Table 1 Source: The Nielsen Company

51. Mobile marketing Table 1 Source: The Nielsen Company

53. Email Signatures Put a signature on ALL your emails with your Web 2.0 icons

54. Stepping stones….. Initial 3 months Social Networking – This is something that you need to allocate appropriate resources to maintain. Growing your “socialness” within the online communities will greatly increase your exposure and audience. This is a primary “stepping stone” to gaining relevant links within other sites to grow your ranking within search engines. Use sites like Ping.fm to update all your social networks at once. Web Marketing – This is a great opportunity to take care of two things at once; brand awareness with keyword-enriched tagging for search engine optimization and promotion of your social networking and/or services. Search Engine Optimization (SEO) – The first two steps are crucial to laying out the foundation of relevant linking within major websites; SEO is the next step. This step can take 3 – 12 months to implement and is an ongoing process, especially with the majors such as Google, MSN, AOL, Yahoo!, etc.

58. Start out small, but start….

59. Start out small, but start….

60. Start out small, but start….

61. Start out small, but start….

62. Start out small, but start….

63. Start out small, but start….

64. … .before it gets out of hand!

65. Oh, did I mention….. Guess who else is social networking….. Is this an audience that you want to target? Better get social!!!

66. Questions….. you’ve got the floor….. Let’s Chat

67. Questions….. you’ve got the floor….. Let’s Chat Larry Collett Regional Interactive Media Director, Realtor and Director of Operations Office: 843.216.4913 Office: 843.577.0001 Mobile: 843.323.2935 EMAIL ADDRESSES: [email_address] [email_address] [email_address] WEBSITES: www.counton2.com www.larrycollett.com www.netgalaxystudios.com TWITTER: www.twitter.com/counton2 www.twitter.com/LarryCollett FACEBOOK: www.facebook.com/wcbd www.facebook.com/netGALAXY