Social Media & Web 2.0

Presented by Jordan HoltzmanLast updated: 12/6/10

What is Web 2.0?

• People are now using the internet as a social medium– Networking– Making and keeping friends– Staying connected– Sharing information– Communicating moods, desires, dreams, goals

and just about anything they feel like

Social Media

• Web properties have enabled Web 2.0

Is Web 2.0 really any different from Web 1.0?

User Generated Content

User Generated Content

User Generated Content

The Rise of Social Media• The need for “Social Efficiency”• “Social Snacking”: Melding of work and play• Outgrowth of e-mail, chat, texting and cocooning• Web Ubiquity and APIs• “The place to be” & Pure Novelty• Lack of web programming knowledge or desire• Asynchronous communication preferred over synchronous• The appeal of publishing stardom • Need for Attention• Growth of Crowdsourcing• Organization of Dynamic Content• More current and frequent information updates

What exactly is it and why do we care?

• “Twitter’s not a substitute for anything we used to do. It’s a combination of about 17 things we used to do.”

• Initially, it may be difficult to see either the personal or commercial value of social media.

• “As increasingly larger communities engage, rich streams of information generated become resources in their own right. Data can be queried, followed, stored, researched and referenced to provide critical insight, knowledge and tracking of market opinion. The resulting datasets enable early discovery of latent problems, innovation capture, real time tracking of product awareness, breaking news, ad campaign effectiveness and dozens of other business applications not yet widely understood.”

• Uses will evolve and morph, web properties will come and go – but Social Media is probably here to stay in one form or another.

Social Media Structures & Features

• Public vs. Private Posting and Access to People• “Multi-logues” (threads) vs. Monologues • Symmetric vs. Asymmetric followership• “Multi-facing” contribution sources• Text vs. Graphics (pictures and videos)

Content • Social objects

Social Media Research

• Offline vs. Online Social Tendencies

• Network Power: Influence is inversely proportional to # of friends

• Using social media makes people “smarter” and makes them “feel better”.

Social Media Communication Patterns

• Business to Consumer (B2C) – “Come taste our new Burnt Banana ice cream flavor!”

• Consumer to Business (C2B) – “Help! I can’t get my new grill to work!”

• Consumer to Consumer (C2C)– “Hey! Anyone know a good place to get kitesurfing lessons

around here?”

• Business to Business (B2B)– “We’re looking to form a consortium that looks at the

advances in social media marketing.”

The Many Uses of Social Media

Over-arching Use Categories

Community BuildingMarket Monitoring

Information DisseminationStraight Advertising Promotion

Friendship & HumanizationBrand Building

Public Relations (PR) Tool

Social Media UsesCOMMUNITY BUILDING• Communicate with your followers (customers)• Build consensus• Networking: customer-to-customer / customer-to-company / company-

to-customer• Promote consumer engagement with products, company, causes, etc.

MARKET MONITORING• Track and manage social and business trends• Perpetual Beta Test Mode / Get feedback on ideas, changes, proposals• Track and Mine Consumer Sentiment• Market Research (polls and surveys)• PR Tool – Prevent PR crisis and customer defection

Consumer as Friend or Foe

• “Conventional marketing wisdom has long held that a (satisified) dissatisfied customer tells ten people. But that is out of date. In the new age of social media, he or she has the tools to tell 10 million.”

- P. Gillin (2007) in The New Influencers

Social Media UsesINFORMATION DISSEMINATION• Notify customers of promotions, events, exciting new products or

ingredients – save $• Broadcast breaking company and product news• Information “Priming”/Teasers: Create Links to “Mother” web

properties• Information Search tool for consumers STRAIGHT ADVERTISING & PROMOTION• Awareness Generation / Buzz Creation and Management• Create Links to “Mother” web properties• Information “Priming”/Teasers: Create Links to “Mother” web

properties• Information Search tool for consumers

Social Media UsesFRIENDSHIP & HUMANIZATION• Build “Social Capital”• Establish “business as friend”• Social bonding• Foster business/ CEO / management approachability and humanization• Establish Business Voice / Personality

BRAND BUILDING• Establish Business Voice / Personality• Build cyber-equity and Social Capital PR TOOL• Prevent PR crisis and customer defection• Trade Show Tool – breaking news and consensus monitoring• Replaces / supplements website PR tab

Zappos twitter feeds@ZAPPOS:Some photos of our company picnic are up now at: http://blogs.zappos.com -

I think we had 1000 people show up!I want to meet more customers. On Monday, I will select a random @zappos

follower for free trip for 2 to Vegas for office tour & lunch w/ meAt Vegas airport now, waiting a couple of hours until my flight to San Jose,

CA.@wisekaren I’m wearing Donald Pliner shoes to the wedding.Finished photo shoot w/ Forbes. 4 hours & they choose 1 photo. Behind the

scenes: http://www.facebook.com/pag…@bryanbartlett now says he can’t make it. Anyone else want 1 ticket to van

halen at 830 tonight at mandalay in Vegas?Just landed in Vegas. Got lots of twitters about our new beta site

http://zeta.zappos.com Thx for all the feedback, keep it coming!

JetBlue twitter feeds@JETBLUE:@laughingsquid Thanks! Just wait until our new terminal at JFK opens!

http://t508.com/ (Hope you had a great time in NYC)@BookingBuddy We’re happy to support Runner’s World, but don’t

worry, you can still channel surf and eat blue chips if you want!

Two days left to win two trips on JetBlue to “The Simpsons Movie” premiere in LA. Enter now! http://tinyurl.com/2×6ql3

The term ‘Interwebular Chronicle’ makes me laugh.View this month’s selection of first-run movies from Fox InFlight

Premium Entertainment: http://tinyurl.com/2o8q46To all of our Twitter friends: enjoy your weekend!

Small business – twitter feeds

Do’s and Don’ts (Generally Accepted)

• Be engaging, be personal, be interesting, be newsworthy (same principles as for traditional press releases)

• Build “Social Capital” through a combination of communicative and promotional posts

• Don’t over- or under-post: maintain a steady momentum• Don’t just push product (Reactance!)• Register your name and all possible variations thereof on social

media sites early• Test-market your communications and adapt: See what works and

what doesn’t• Consider using the various peripheral applications built for the

major social media sites• Re-purpose your content and spread it “far and wide”

Looking forward

• The Dark Side– Consumer and web property liability issues– User migrations and site stability– Potential Backlash

• The Lighter (but important) Side– Turning aggregate text into actionable

information– The re-structuring of friendship

Reference Materials

• “The Zen of Social Media Marketing”– By Shama Hyder Kabani– Great intro to the “four horsemen”– Great “How To’s”– Updates at www.ZenofSocialMedia.com

• “Designing for the Social Web”– By Joshua Porter– Excellent social media design book

• “Get to #1 on Google”– By Ben Norman– Shows how to do google SEO