part 2 the digital marketing revolution - 5th september 2013
DESCRIPTION
Stephen Whitelaw at #WorkingDigital 2013 - "Digital marketing revolution" (Part 2 of 2). Working Digital was a unique digital technology and social media event involving industry leaders, key thinkers and future business stars. Providing live presentations streamed to an online audience, along with original digital content. Working Digital is a project of East Ayrshire Council's Economic Development section and has been developed in partnership with NSDesign Ltd.TRANSCRIPT
The Digital Marketing Revolution
Thursday 5th September 2013 by Stephen Whitelaw ([email protected])
#WorkingDigital
Nestle Cereal Box comes to life !
www.youtube.com/watch?feature=player_embedded&v=IZYbHcEmWQg
© Stephen Whitelaw 2010
Virtual Worlds
© Stephen Whitelaw 2010
Virtual Worlds
• Kaneva
• Second Life
• Smallworlds
• Onverse
• Runsescape
© Stephen Whitelaw 2010
Second Life
• Buy a PC at Dell Island
• Study for a University Degree
© Stephen Whitelaw 2010
Flash Mobbing
• flash mob (FLASH mawb) noun.
“A large group of people who gather in a predetermined location, perform some brief action, and then quickly disperse.”
www.flashmob.co.uk
Tuángòu (pronounced twangoo)
• team buying or group buying (also known as store mobbing), is a recently developed shopping strategy originating in China where several people – connect over the web and agree to approach a shop in order to haggle to get a discount. The group agrees to buy the same item. The shoppers benefit by paying less, & the business benefits by selling multiple items at once.
© Stephen Whitelaw 2011
團購
© Stephen Whitelaw 2010
GroupOn
www.groupon.com (www.mycitydeal.com, www.Qpod.jp , & www.Darberry.ru )
www.livingsocial.com
www.woot.com
www.buywithme.comwww.tippr.comwww.wow.com (AOL)www.deals.valpak.com www.gruupy.comwww.itison.com
Group BuyingAggregation Sites
www.dealradar.com
www.yipit.com
www.dealzippy.com
© Stephen Whitelaw 2011
Google Offers (April 2010)
© Stephen Whitelaw 2010
Facebook Deals
© Stephen Whitelaw 2011
Amazon Deals
© Stephen Whitelaw 2010
What happens in Vegas stays on
Exif Data !
Exif Data on the Social Networks…
o Twitter and Facebook delete the Exif data.
o Pinterest, Google+, Flickr all retain the Exif data.
Delete your account
© Stephen Whitelaw 2011
Deleteyouraccount – Remove yourself from the Social Media world.
Suicidemachine – Meet your real neighbours again!
© Stephen Whitelaw 2010
Protecting your brand online
Protecting your brand online
© Stephen Whitelaw 2010
Your Brand Online
• Protect it.• www.pcnames.com – You must register all the
Register TLD’s - try www.panabee.com !
• Surround the brand + ORM continuous.
• www.verizon.com and
• www.verizoneatspoop.com www.verizonthetruth.com
• www.verizonscrewedme.com www.verizonpathetic.com
© Stephen Whitelaw 2010
Check your username online/ protect your brand.
• www.namechk.com
• www.usernamecheck.com/ - Gone!
• www.checkusernames.com/
• www.knowem.com/
gTLD’s …
Google has applied for over 100 gTLD’s !
Uncontested applications
Contested Domains!
KimTag – The Connection Hub
© Stephen Whitelaw 2011
www.kimtag.com/stephenwhitelaw
© Stephen Whitelaw 2010
Connection HubsUse a connection hub – it makes sense!
1. www.Kimtag.com
2. www.About.Me
3. www.XeeMe.com
4. www.WhoHub.com
5. www.flavors.me
6. www.viadeo.com
7. www.central.ly
8. www.AboutOurWork.com
9. www.zerply.com
Unexpected Item in the Bagging Area …
© Stephen Whitelaw 2010
Social Media Monitoring Tools
• Google Alerts - Free• Trackur – Free & chargeable model• Social Mention - Free• Social Radar – Cost per month• Radian6 - Expensive• Howsociable - Free• Socialomph.com• Reputationdefender.com• Netvibes• Cocomment.com• Imooty.com• Sysomos• Sprout Social • Meltwater Buzz
• Buzz tracking Tools – www.boardtracker.com , www.boardreader.com • Twilert, Twitr ratr, - 100’s of Twitter media monitoring tools.• www.addictomatic.com – custom pages on any topic. (Inhale the Web)
• Monitor Competitors pages: www.watchthatpage.com
tescofoodnews.com
© Stephen Whitelaw 2010
Google Alertswww.google.com/alerts
Brandwatch
© Stephen Whitelaw 2010
SM2 (formerly Techrigy, now SDL)
• High end raw feeds with analytic tools
© Stephen Whitelaw 2010
Social Media Monitoring Tools
• Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights
• Three stage process– Aggregate what is being said – Natural language analysis – understand the data– Deliver actionable insights
• We have identified more than 100 Companies in this space
© Stephen Whitelaw 2010
Social Media Monitoring Tools
© Stephen Whitelaw 2010
What they offer
• Search and relevance filters
• Further categorisation and tagging
• Assign Events to the Social Graph
• A variety of channels: web, news, blog, twitter
• Mention Volume, Importance and Demographics
• Analyse sentiment or tone
• Analyse date parameters
• Updates as they happen
Taking it seriously
© Stephen Whitelaw 2010
Gatorade Mission Control
© Stephen Whitelaw 2010
http://www.youtube.com/watch?v=InrOvEE2v38
© Stephen Whitelaw 2010
SOCIAL MEDIA IS NOT FREE
© Stephen Whitelaw 2010
1. It takes people.1. It takes people.
© Stephen Whitelaw 2010
2. It takes technology.2. It takes technology.
© Stephen Whitelaw 2010
3. It takes time.3. It takes time.
© Stephen Whitelaw 2010
Have Fun Online
Gary Vaynerchuk
• WineLibrary TV – Changing the Wine World
• http://garyvaynerchuk.com/• http://vaynermedia.com/• http://www.facebook.com/gary• http://twitter.com/garyvee• http://crushitbook.com/• http://www.youtube.com/user/GaryVaynerchuk
How to get banned for the top 5 social network …
How to get banned for the top 5 social network …
• Google Plus
http://pinterest.com/about/terms
http://www.linkedin.com/static?key=user_agreement
https://support.twitter.com/articles/18311-the-twitter-rules
http://www.google.com/+/policy/content.html
https://www.facebook.com/page_guidelines.php
www.facecrooks.com
© Stephen Whitelaw 2010
All about facebook
• www.checkfacebook.com • www.openbook.org • www.facebakers.com • www.insidefacebook.com • www.allfacebook.com • www.facebookspectrum.com • www.betterfacebook.net• www.facebook-symbols.com • www.facecrooks.com • www.facebookproxy.co.uk • www.unblock-facebook.net • www.sickfacebook.com• www.ihatefacebook.net• www.quitfacebookday.com• www.facebookdesktop.com
• Facebook – Privacy Policy
• http://stories.facebook.com • www.facebooksucks.com
Facebook Graph Search … launched Jan 2013 …
Facebook Graph Search is very powerful …
Facebook Graph Search 1 of 2
Facebook Graph Search 2 of 2
Facebook Global Pages 1 of 3
www.facebook.com/dove
Facebook Global Pages 2 of 3
Facebook Global Pages 3 of 3
Beware - Facebook tabs will vanish on a mobile device!
Illegal Facebook cover photos!
Strong Calls to Action – help the journey – but be careful …
The rule
Facebook cover compliance Tool
www.coverphoto.paavo.ch
Facebook app for restaurant bookings
© Stephen Whitelaw 2010
Facebook versus Netflix !
© Stephen Whitelaw 2010
Big Lebowski
© Stephen Whitelaw 2011
Pepsi – Call to Action
© Stephen Whitelaw 2010
Facebook – Call to Action
© Stephen Whitelaw 2010
Facebook- Call to Action
© Stephen Whitelaw 2010
Facebook- Call to Action
© Stephen Whitelaw 2011
Carlsberg – Call to Action
© Stephen Whitelaw 2011
Match – Call To Action
© Stephen Whitelaw 2011
Manchester United
© Stephen Whitelaw 2010
Jacob’s Creek – Call To Action with incentive
© Stephen Whitelaw 2011
Tesco – Call To Action with Freebies
© Stephen Whitelaw 2011
Microsoft
© Stephen Whitelaw 2011
David Lloyd Leisure
© Stephen Whitelaw 2011
There is no ‘dislike button’ [these are scams]
© Stephen Whitelaw 2011
Social recommendation
© Stephen Whitelaw 2011
Payvment for Facebook(Ecommerce made very easy, now called ecwid)
© Stephen Whitelaw 2011
KLM – the Facebook Campaign Masters
KLM Fan Calendar 2013
Facebook Targeted Advertising
Facebook Advertising ..
Facebook Advertising
The problem with Facebook Ads …
The Challenge for your Facebook Ads…
• With Google Search - for adverts to be effective they need to be highly relevant, and will usually have to have a compelling call-to-action.
• On Facebook you still need a great call-to-action however there is a huge difference – on Google users search for something and are provided with relevant ads – on Facebook users are typically there to check on their social life – so an element of disruption is involved! Your Facebook adverts need to be louder, grab attention and make the user change their course of action to pay attention to your adverts! – this is tricky !
Facebook ads versus Google Adwords Performance i.e. CTR’s
Facebook ads versus Google Adwords formats
Google Ads are Free !
• If you are a …..
Limits: $10,000 USD per month ($330 per day)
See www.google.co.uk/grants/details.html for details.
Facebook Ad testing …
Facebook Advertising … Do A/B Multivariate testing on Ads …
A/B testing of Facebook Ads ..
How Do you do… A/B Facebook Ads testing ?
Hot Tip …
• Build as big a fan base as possible before running an ad campaigns.
Why fans matter
Target Competitors …
Strip for Likes …
What is Facebook Edgerank?
www.whatisedgerank.com
About Edgerank …
Q: What is an Edge?A: An Edge is basically everything that "happens" in
Facebook. Examples of Edges would be status updates, comments, likes, and shares.
About The Edgerank Algorithm• This algorithm can be understood as: the sum of Edges,
each Edge is made up of Affinity, Weight, and Time Decay.
• This may sound complicated at first, but when you begin to understand the underlying concept, it's actually a simple and effective algorithm.
Edgerank Factors definitions ..
• Affinity is a one-way relationship between a User and an Edge. It could be understood as how close of a "relationship" a Brand and a Fan may have. Affinity is built by repeat interactions with a Brand's Edges.Actions such as Commenting, Liking, Sharing, Clicking, and even Messaging can influence a User's Affinity.
• Weight is a value system created by Facebook to increase/decrease the value of certain actions within Facebook. Commenting is more involved and therefore deemed more valuable than a Like. In the weighting system, Comments would have a higher value than a Like. In this system all Edges are assigned a value chosen by Facebook. As a general rule, it's best to assume Edges that take the most time to accomplish tend to weigh more.
• Time Decay refers to how long the Edge has been alive; the older it is the less valuable it is. Time Decay is the easiest of the variables to understand. Mathematically it is understood as 1/(Time Since Action). As an Edge ages, it loses value. This helps keep the News Feed fresh with interesting new content, as opposed to lingering old content.
Edgerank Tips…
• A typical Facebook post reaches about 17% of your fan base
• The average life of a Facebook post is about three hours
• Comments carry more weight than likes• Photos and call-to-action status updates are
more valuable than third party links• Facebook analyzes relationships too, so it is
more likely you will have a higher affinity to your cousin on Facebook
How to get more “Likes”
1. Put your Facebook on all your communications.
2. Offer an incentive of some kind to get Facebook Fans.
3. Communicate like a person.
4. Ask questions, encourage feedback.
5. Put up stuff when it is relevant or interesting to your audience.
6. Have contests.
7. Get your current fans to attract other fans.
8. Use applications to attract people with quizzes and other interesting ways of engaging people.
9. Don’t give up.
Facebook 3rd Party Tools/Apps for…
Sweepstakes, competitions, landing pages, instant wins, photo contests, deal, tabs, coupons etc.
• Woobox
• Involver
• Constant Contact
© Stephen Whitelaw 2011
Coca Cola on Google+
© Stephen Whitelaw 2011
Ford on Google+
© Stephen Whitelaw 2011
Coca Cola on Google+
Pepsi on Google+
Ben & Jerry’s on Google+
Red Bull on Google+
Starbucks on Google+
Google Takeout
Google Plus launches vanity URL
Starts to roll out in August 2012 …
Will look like
https://plus.google.com/+hughjackmanhttps://plus.google.com/+britneyspearshttps://plus.google.com/+toyotahttps://plus.google.com/+Deltahttps://plus.google.com/+hugobosshttps://plus.google.com/+davidbeckham
As opposed to
https://plus.google.com/107341475998486822497
No Google Plus Vanity URL yet!www.gplus.to www.plus.ly www.goplus.us www.gplusnick.com
Google+
My Profile on Google Plus
What’s this?
128
This is almost everything you use on your computer!
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Third Party Google Plus website …
• www.circlecount.com
• www.findpeopleonPlus.com
• www.gplusrecruiter.com
• www.gphangouts.com
• www.gplus.to
• www.socialstatistics.com
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Dreaming, Belonging, Sharing
How is Google+ Different From Facebook?They are NOT drawing the same users…
• Facebook is a place to connect with Family, Friends, and Business Acquaintances.
• Google+ is a place to connect with Strangers
• Facebook – the conversation is more casual.• Google+ - the conversation is more about business, news, education.
• Facebook – users expect to see personal posts, family photos.• Google+ - users expect to see interesting content.
• Facebook – the conversation is more personal.• Google+ - the conversation is intellectual.
www.pinterest.com/toowist
Why is it important to your business?
Average time on site …
Order Value …
Why do people pin ?
www.PinReach.com
www.Pinpuff.com
PinReach data ..
PinFaves .. Whats trending ..
Attack of the clones …
Pinterest clones on Pinterest!!
Pinterest clones …• Trippy, a Pinterest for travelers.• Wanderfly, a Pinterest for travel recommendations.• Gtrot, a Pinterest for globetrotters.• Kulisha, a Pinterest for social commentary.• Manteresting, a Pinterest for men.• Gentlemint, a Pinterest for gentlemen.• Dartitup, a Pinterest for dudes.• Snatchly, a Pinterest for porn.• Hunuku, a Pinterest for families.• Everplaces, a Pinterest for the real world.• Urbantag, a Pinterest for places you’ve been.• Singterest, a Pinterest for Singapore.• Pin.me, a Pinterest for Russia.• TheComplete.Me, a Pinterest for dating.• Discover, a Pinterest for designers.• Pingram, a Pinterest for Instagram.• Reclip.it, a Pinterest for deal lovers (perhaps a Groupon for Pinterest for deals).• Sworly, a Pinterest for music.• Tailored, a Pinterest for weddings.• Chill, a Pinterest for video.• Stylepin, a Pinterest for fashion.• SparkRebel, a Pinterest for fashionistas.• Pinstyle, a Pinterest for fashionable fashionistas.• Minglewing, a Pinterest for discussion.• Thinng, a Pinterest for stuff.• GetVega, a Pinterest for compulsive listers.• Clipix, a Pinterest for private people.• Pinspire, a Pinterest for Pinterest users.• I Wanna Nom, a Pinterest for recipes.• PinCat, a Pinterest for pinning cats to Pinterest.
www.pinspire.com
A new way to consume music?
Men are on the increase
Nail It! With Manteresting …
Pinterest clones in China
Newspapers jumping online..
• San Francisco Chronicle
• New York Times
• Toronto Star
• Chicago Tribune
• Pottstown Mercury
Wanted by Police !
Top of the Funnel
“Pin – ter – vention”
CV’s 1 of 5
CV’s 2 of 5
CV’s 3 of 5
CV’s 4 of 5
CV’s 5 of 5
Pinterest and Copyright
Pinterest before the © filter
Pinterest after the © filter !
Ninja Pinnerhttp://www.ninjapinner.com/idevaffiliate/idevaffiliate.php?id=106
Adding a Pinterest tab to Facebook !
http://www.pinvolve.co/
http://woobox.com/pinterest
Don’t Make Me Think …
• We don’t read page – we scan them.
• We don’t figure out how things work. We muddle through.
• Keep your site simple – every question mark adds to your visitors cognitive workload.
Cookie Policy – It’s the law !
Cookie Widget/Alert ….
Google starts to comply with Cookie Law - April 2013
Live Chat• www.providesupport.com • www.livechatsoftware.com• www.liveperson.com• www.mioot.com• www.oggchat.com• www.clickandchat.com• www.whoson.com• www.live2support.com• www.livehelpnow.com• www.providechat.com• www.boldchat.com• www.click4assisstance.com • www.clickandchat.com• www.activalive.com• www.velaro.com
• www.zopim.com
© Stephen Whitelaw 2011
Latest LiveHelp technologies …
www.schuh.co.uk (https://secure2.schuh.co.uk/myaccount/accounttrackorder.aspx )
www.edelweiss-gurgl.co.uk
Avatars• www.sitepal.com
• www.livefaceonweb.com
• www.websitetalkingheads.com
• www.mywebpresenters.com
• www.model2web.com/
• www.videospokespersonreview.com/
No More Captcha’s !!!!!
© Stephen Whitelaw 2010
Comply with Standards – even more
• Captcha – “Completely Automated Public
Turing test to tell Computers and Humans Apart”
DDA compliant Captcha - http://doepud.co.uk/contact.php#send-email
The ‘Solvemedia’ solution ..
Responsive Web Design (RWD) …
The beauty of this is that responsive design does not need to be code-specific to every device out there. It intelligently changes the content based on browser width. If it’s designed correctly, your user will no longer need to zoom in to find content.
Usability and Responsive Design
Design for 4 screens
Responsive and Adaptive Design
In the case of Mashable, we also detect the type of device and change the site's behavior accordingly. On touch devices, for instance, we enable swiping between columns. (Technically, detecting device functionalities may be referred to as "adaptive design," rather than "responsive," but increasingly both approaches are used in tandem.)
Adaptive -
RWD also applies to emails !
Responsive Web Design Example
© Stephen Whitelaw 2010
Richer Interactivity - RichUI
DeepZoom/SeaDragon/Silverlight
• www.gigapixel.com/image/gigapan-canucks-g7.html
• www.360cities.net/gigapixel/strahov-library.html
• Very Hi Res images - http://bit.ly/cfvqBN
http://btlondon2012.co.uk/pano.html [World’s largest panoramic photo]
© Stephen Whitelaw 2010
Geo-Location
• Facebook asks “Whats’ on your mind?”
• Twitter asks “What’s happening?”
• [Other companion sites: www.twittermap.tv and www.trendsmap.com
“Where Are You” – modern version of LBS.
• http://www.geocaching.com/about/ ! (Hiking meets treasure hunting with a GPS) www.confluence.org
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
… was called Dodgeball
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
Twitter Places
© Stephen Whitelaw 2010
www.blendr.com
© Stephen Whitelaw 2010
Twitter Announced in March 2013 … about to offer a music service !
Twitter Music appeared on 18th April 2013 …
© Stephen Whitelaw 2010
• 60%+ Twitter users do not use Twitter!
• 80%+ of Twitter users are mobile.
Keep tabs on Twitter Trends
www.trendistic.com – Visual Twitter trends
www.tweetvolume.com – Compare results
© Stephen Whitelaw 2010
Persodic
Twitter case study
© Stephen Whitelaw 2010
Best Buy – Customer Service
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
Albion Oven on Twitter
© Stephen Whitelaw 2010
Arena Flowers … Have a laugh
Virgin America – customer service
© Stephen Whitelaw 2011
Getting help on Twitter
© Stephen Whitelaw 2011
First Tweet ever
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
Twitter used everywhere at anytime !
First Tweet from Space
© Stephen Whitelaw 2011
© Stephen Whitelaw 2011
Robin Hood
© Stephen Whitelaw 2010
Sent home on 27th July 2012 from London back to Greece !
WhiteHouse.Gov
© Stephen Whitelaw 2010
Hudson – Jan 2009
© Stephen Whitelaw 2010
Christchurch Earthquake
© Stephen Whitelaw 2010
Unrest in Egypt (Jan 2011)
© Stephen Whitelaw 2010
McDonald’s Hoax
© Stephen Whitelaw 2011
McDonald’s response
© Stephen Whitelaw 2011
Over 10 million followers (May 2011)
© Stephen Whitelaw 2011
Twitter App permissions ...
© Stephen Whitelaw 2011
• Promoted Account / Tweets / Trends
http://business.twitter.com
Promoted Tweets : You only pay when someone follows you – geocode & budget control.
Twitter get serious with 2 factor authentication
The best Twitter Analytics Tool ever …
Vine …
Vine …Vine is a mobile app that allows you to create 7 second video clips.
Website: www.vine.co
Twitter: www.twitter.com/vineapp
Blog: http://vine.co/blog
Company: Vine Labs Inc (Bought by Twitter Oct 2012)
Can post short video clips to Twitter and/or Facebook
Vine – initially launched in iphone and now on Android (as of June 13 th 2013)
Related app : Snapchat!
Vine is becoming very popular for agile marketers. French Connection (@FCUK) are thought of as advanced Vine creators - Vine is becoming very popular for agile marketers.
Advertising on Twitter …
Advertising launch dates in 2010 …
Twitter launches Promoted Tweets – April 2010
Twitter launches Promoted Trends – June 2010 (1st was “Advertising Age”)
Twitter launches Promoted Accounts – October 2010 (Ist was @Xbox)
Where can you advertise …
Promoted Accounts …
• Promoting your account is one of the quickest way to build an active community of advocates and influencers for your business. The bigger your follower base, the more people there are to engage with and spread your message.
You can control the Tweets by:
Interests
Gender
Location
Users like their current followers
Users who follow specific influencers
Promoted TweetsPromoted Tweets are regular Tweets but with the added bonus of reaching both current and potential followers you target.
You can control the Tweets by:
Interests
Gender
Location
Users like their current followers
Users who follow specific influencers
Device followers
(phones, desktop)
Current
Promoted tweets are sold on a cost-per-
engagement basis, meaning advertisers
only pay when a user replies to, clicks or
favorites the tweet.
Promoted Trends …
Trends mean massive exposure for your business. Trends are popular topics happening right now, on Twitter. Because these Trends are placed prominently next to a user’s timeline, they get mass exposure.
Promoted trends currently cost $200k.
They’re bought for a day, for a region and
function much like a display placement.
[Was $150k in 2012]
The advertiser is paying to be seen and
spark a conversation on Twitter about their
business or a theme related to their
business.
Twitdom … Twitter Appstore …
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
Should your location be secret?
www.pleaserobme.com
We know what you’re doing !!!
We know ‘exactly’ where you are!!
• http://benwerd.com/lab/geo.php
• http://html5demos.com/geo
© Stephen Whitelaw 2010
Geo-Tags
More and more search engines are using geo information to provide local results to the web surfer.
http://www.map-generator.us/meta-tags.html - ICBM Generator
OBA !
Google Remarketing
Google Remarketing …Some facts: 70% of visitors abandon their shopping carts
96% of visitors to a site leave without completing the action you want.
Remarketing allows you to re-engage with them as the surf other sites on the web (GDN) i.e. you
have an opportunity to win back lost potential customers.
In order to use remarketing you must link Google Adwords with Google Analytics
You need to make 1 small (1 time) change to your Google Analytics code.
Google Analytics then allows you to create lists of users to use get back in front of and you are able to remove them from the list once they have been converted.
Behavioural Advertising(Interest-based advertising)
© Stephen Whitelaw 2011
Online tracking companies ... plenty of them!
© Stephen Whitelaw 2011
Re-marketing/Re-targeting…
www.youronlinechoices.com/uk/ - here to help
Browser … Do Not Track Me ...
Your phone tracks you …
Your camera tracks you !!
Then they keep you coming
back…
Diet Chef …. pre-roll video advert on YouTube
www.graze.com
Graze advert on YouTube …
Social Ads …
Examples of Social Ads are:
Twitter: Promoted Tweets, Trends, AccountFacebook: Sponsored Stories, App, Promoted Post
Google +1 and Social Ads …
© Stephen Whitelaw 2010
Video Time Saver
Bing, Blip.tv Brightcove , Dailymotion
eBaum's World, Facebook Videos, Graspr
GrindTV, Ustream.tv Howcast, Hulu
i2TV, iFood TV iTunes videos Metacafe
MySpace, Sevenload, Streetfire, Twitter,
StupidVideos, Veoh, Videojug, Yahoo Video,
YouTube, Viddler, Vimeo Plus, 5min, Zoopy
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
www.linkedIn.com [Raised $53m in 2008]
Why use LinkedIn?
1. Increase your visibility2. Improve your connectability3. Improve your Google Rank4. Gauge the health of a company5. No more recruitment costs6. Get free advice in groups7. Help you sell your products8. Keep in touch.
135 million+ members worldwide, 6 million+ in the UKA new member joins LinkedIn approximately every secondMore than a billion people-searches through the site last year25% of FTSE 100 companies hire through LinkedIn50% of Fortune 100 companies hire through LinkedInOver half a million LinkedIn groups exist
LinkedIn rolls out new company profiles 1 of 2
LinkedIn rolls out new company profiles 2 of 2
LinkedIn … endorsing “skills and
expertise” …
LinkedIn ShowGrooming
The 99+ Limit Response … (Display only)
• Quora is a question-and-answer website created, edited and organized by its community of users. The company was founded in June 2009, and the website was made available to the public on June 21, 2010
www.quora.com
Available as a mobile app on iphone & Android
Measuring Digital Influence
Klout
PeerIndex
Kred
• Klout (based in San Francisco) is a company that provides social media analytics to measure your influence across your social network.
• Networks used are:Twitter, Facebook, Google+, LinkedIn, FourSquare, YouTube, Instagram, Tumblr, Blogger, Wordpress, Last.fm, Flickr.
Network coming soon are:• Quora, Yelp, Posterous, bit.ly, BranchOut, DisQus, LiveFyre.
Benefits: Upgrades on hotels & flights, more job interviews, more speaker engagement?
Klout for Business … (Started March 20th 2013)
© Stephen Whitelaw 2010
The future of Newspapers, Books, TV and Radio!
© Stephen Whitelaw 2010
Lost £76M ($121M) in 2011 !!!!
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
The Times Online
© Stephen Whitelaw 2010
The Future of publishing
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
Zombie Landscapes
• Two screen dumps here
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
Out of Control – Anarconomy
• P(dev)>0 & P(dis)>0 & P(prod)>0 => P 0
• “Everything that can be digisted will be digitised and the price will move towards zero” (Music, Games, Films, Newspapers, Books …)
• New Business Models (Free, Ad supported, Freemium…)
© Stephen Whitelaw 2010
Free Music
• PearlJam (www.pearljam.com) – 96 albums in last 24 months.
• Nine Inch Nails (www.nin.com) - gave their album for free, also sold a $10 CD box and a $75 deluxe version and a $300 premium deluxe limited edition that sold out in 30 hours and made a good return on the exercise.
© Stephen Whitelaw 2010
Open Source Models
• Software
• Movies
• Accommodation
• Cars
• Food
• Government
• Money
© Stephen Whitelaw 2010
Open Source Models - Software• Apache - HTTP web server • Tomcat web server - web container • Drupal — content management system • Eclipse - software framework for "rich-client applications" • FreeBSD - operating system derived from Unix • GNU Project - "a sufficient body of free software." • Joomla — content management system • Linux - operating system based on Unix • Mediawiki — wiki server software, the software that runs Wikipedia • MongoDB - document-oriented, non-relational database • Moodle - course management system • Mozilla Firefox - web browser • Mozilla Thunderbird - e-mail client • OpenOffice.org — office suite • OpenSolaris - Unix Operating System from Sun Microsystems • osCommerce - ecommerce • PeaZip - File archiver • Stockfish — chess engine series, considered to be one of the strongest chess programs of the world • Symbian - real time operating system • WordPress - content management system - blog software • 7-Zip - File archiver
© Stephen Whitelaw 2010
Open Source Models - Movies• www.goodcopybadcopy.net
• http://panicstruckpro.com/revelations
• http://www.bigbuckbunny.org
• http://www.elephantsdream.org
© Stephen Whitelaw 2010
Open Source Models - Cars
• Oscar - www.theoscarproject.org
• Aptera - www.aptera.com
• C,MM,N - www.cmmn.org
© Stephen Whitelaw 2010
Open Source Models - Accommodation
• www.couchsurfing.com A professional-looking site, with numerous functions, that aims to “create deep and meaningful connections that cross oceans, continents and cultures”.
• www.globalfreeloaders.com An Australian hospitality network.
• www.hospitalityclub.org One of the web
originals, aiming to “bring people together”. • www.stay4free.com A global “free accommodation
network” based in Holland.
• www.travelhoo.com Another of the early web outfits. Also offers a travel partner-finding service. Sign up to surf
© Stephen Whitelaw 2010
Copyright/Copyleft
• Copyleft, Creative Commons• e.g. flickr, wikitravel.org etc…
• Copyscape turnitin + other tools to catch you out – image cop from Israel
• Essay Mills - http://www.essaymill.com/, http://www.bestessays.com/, http://www.rushessay.com/, http://www.customessays.co.uk/, http://www.essaywriters.net/,
• http://www.plagiarismchecker.com/,• http://www.scanmyessay.com/• www.copyscape.com
© Stephen Whitelaw 2010
Free – The future of a Radical New Price
© Stephen Whitelaw 2010
The Long TailWhat Happens When the Economics of Scarcity Meets the
Economics of Abundance?
© Stephen Whitelaw 2010
LittleMissMatched
© Stephen Whitelaw 2010
Google 411 – Collecting data
http://www.youtube.com/watch?v=cN0q8SvlQAk
Have you been paying attention?
• I’m eating a donut
• I like Donuts
• This is where I eat Donuts
• Why am I eating a Donut?
• Look here I am eating a Donut
• I’m good at eating Donuts
• Here’s a vintage photo of my Donut
• Here’s a Donut Recipe
• Now listening to “Donuts”
© Stephen Whitelaw 2010
Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They push the human race forward.
And while some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to think they can change the world, are the ones who do.
The Crazy Ones
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
Dell Island
© Stephen Whitelaw 2010
Second life uni 1
© Stephen Whitelaw 2010
Second life uni 2
© Stephen Whitelaw 2010
Second life uni 3
© Stephen Whitelaw 2010
Google Property Search
© Stephen Whitelaw 2010
Your freedom
© Stephen Whitelaw 2010
Map jack demo screen
© Stephen Whitelaw 2010
Facebook Privacy 1 of 3• Facebook Privacy Policy circa 2005:• No personal information that you submit to Thefacebook will be available to
any user of the Web Site who does not belong to at least one of the groups specified by you in your privacy settings.
• Facebook Privacy Policy circa 2006:• We understand you may not want everyone in the world to have the
information you share on Facebook; that is why we give you control of your information. Our default privacy settings limit the information displayed in your profile to your school, your specified local area, and other reasonable community limitations that we tell you about.
• Facebook Privacy Policy circa 2007:• Profile information you submit to Facebook will be available to users of
Facebook who belong to at least one of the networks you allow to access the information through your privacy settings (e.g., school, geography, friends of friends). Your name, school name, and profile picture thumbnail will be available in search results across the Facebook network unless you alter your privacy settings.
© Stephen Whitelaw 2010
Facebook Privacy 2 of 3• Facebook Privacy Policy circa November 2009:• Facebook is designed to make it easy for you to share your information with anyone
you want. You decide how much information you feel comfortable sharing on Facebook and you control how it is distributed through your privacy settings. You should review the default privacy settings and change them if necessary to reflect your preferences. You should also consider your settings whenever you share information. ...
• Information set to “everyone” is publicly available information, may be accessed by everyone on the Internet (including people not logged into Facebook), is subject to indexing by third party search engines, may be associated with you outside of Facebook (such as when you visit other sites on the internet), and may be imported and exported by us and others without privacy limitations. The default privacy setting for certain types of information you post on Facebook is set to “everyone.” You can review and change the default settings in your privacy settings.
• Facebook Privacy Policy circa December 2009:• Certain categories of information such as your name, profile photo, list of friends and
pages you are a fan of, gender, geographic region, and networks you belong to are considered publicly available to everyone, including Facebook-enhanced applications, and therefore do not have privacy settings. You can, however, limit the ability of others to find this information through search using your search privacy settings.
© Stephen Whitelaw 2010
Facebook Privacy 3 of 3• Current Facebook Privacy Policy, as of April 2010:• When you connect with an application or website it will have access to
General Information about you. The term General Information includes your and your friends’ names, profile pictures, gender, user IDs, connections, and any content shared using the Everyone privacy setting. ... The default privacy setting for certain types of information you post on Facebook is set to “everyone.” ... Because it takes two to connect, your privacy settings only control who can see the connection on your profile page. If you are uncomfortable with the connection being publicly available, you should consider removing (or not making) the connection.
Conclusion: Viewed together, the successive policies tell a clear story. Facebook originally earned its core base of users by offering them simple and powerful controls over their personal information. As Facebook grew larger and became more important, it could have chosen to maintain or improve those controls. Instead, it's slowly but surely helped itself — and its advertising and business partners — to more and more of its users' information, while limiting the users' options to control their own information.
© Stephen Whitelaw 2010
Youtube number 10
© Stephen Whitelaw 2010
Royal Family
© Stephen Whitelaw 2010
The Whitehouse
© Stephen Whitelaw 2010
BBC Worldwide
© Stephen Whitelaw 2010
Channel 4
© Stephen Whitelaw 2010
Stanford University
© Stephen Whitelaw 2010
Mayo Clinic
© Stephen Whitelaw 2010
British Airways
• http://www.youtube.com/user/FlyBritishAirways
© Stephen Whitelaw 2010
NIN
http://info.cern.ch/hypertext/WWW/TheProject.html
© Stephen Whitelaw 2010
© Stephen Whitelaw 2011
Growing too fast!
List of Google gTLD’s
How to get banned on Pinterest
• Grabbing another company's account name.
• Pinning copyrighted content.
• Automating your Pinterest content.
• Scraping content from Pinterest.
• Scraping for contacts.
• Putting links in the wrong place.
How to get banned on LinkedIn
• Connecting with people you don't know.
• Posting copyrighted content to forums.
• Using LinkedIn messages with a mass mailer.
• Putting links and email addresses where they don't belong.
• Selling your LinkedIn presence.
• Using bots to get connections, followers, or members.
• Impersonating another company.
How to get banned on Twitter• Impersonating others.
• Snagging trademarked usernames.
• Squatting on handles.
• Buying or selling Twitter usernames.
• Posting the same thing over and over.
• Following people like a bot would.
• Getting followers in sketchy ways.
• Hijacking a hashtag or Trending Topic.
• Posting links with no context.
How to get banned on Google Plus
• Creating fake pages.
• Running contests. (You cannot run contests, sweepstakes, offers, or coupons directly on your Google+ page, but you can display a link to those promotions that leads people offsite.)
• Aggressive Circling.
• Keyword stuffing.
• Marketing regulated products. (guns, tobacco etc..)
• Letting your page go dormant. (>9 months)
How to get banned on Facebook
• Creating fake accounts.
• Using bots or scrapers.
• Posting copyrighted content.
• Including calls-to-action in your cover photo. This includes promotions or discounts, requests to 'Like' or share your photo, contact information for your business, or generic CTAs like "Tell a Friend.“
• Running contest or promotions outside of a Facebook app. If you want to run a contest or promotion on Facebook, you can only do it through one of their apps -- either a Canvas Page or a Facebook App. You also can't base participation on a requirement that a user take any action with your brand page, such as uploading a photo to your Timeline, or "Liking" a wall post. The only actions that are allowed as a condition of participation are "Liking" a page, connecting to your app, or checking in to a Place. You can't use any Facebook mechanism, like the 'Like' button, in order to vote or register for the promo, either. Finally, you can't notify winners through Facebook. So basically ... you have to jump through a whole lotta hoops if you want to run a promotion or contest on Facebook.