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Not Just a Buzzword,[object Object]
1999,[object Object],2004,[object Object],2006,[object Object],Tim Berners-Lee:,[object Object],Web 2.0 is a piece of jargon.,[object Object],Tim O’Reilly: ,[object Object],The web as a platform where you control your own data,[object Object],Darcy DiNucci: ,[object Object],The web as we know it is a prototype… The first glimmerings of Web 2.0 are now beginning to appear.,[object Object]
Gartner: 2006 Hype Cycle for Emerging Technologies,[object Object]
250,000 social networking sites,[object Object],Wikipedia has 4,000,000 articles,[object Object],100,000,000 videos on YouTube,[object Object],Facebook: 400,000,000 users,[object Object],sharing 1,500,000 pieces of content daily,[object Object]
2009,[object Object],“Harnessing collective intelligence”,[object Object],“Building applications that get better as more people use them”,[object Object]
Why “Web 2.0” Isn’t Just a Buzzword,[object Object]
Reason #1:Because your customers are already there,[object Object]
Organizing the Social Web by User Activity,[object Object],Source: Forrester Research,[object Object]
Web two-oh not-justa_buzzword
Web two-oh not-justa_buzzword
BryanBoy.com,[object Object],215,000 visitors per day,[object Object],18k Twitter followers,[object Object],British Vogue,[object Object],200,000 copies sold per month,[object Object],23k Twitter followers,[object Object],Sources: Financial Times, November 14/15 2009; Klout.net,[object Object]
BryanBoy,[object Object],BryanBoy.com,[object Object],Michael Roberts,[object Object],Vanity Fair,[object Object],Anna Wintour,[object Object],Vogue,[object Object],Suzy Menkes,[object Object],International Herald Tribune,[object Object]
[object Object]
Know what they do there
Start a brand monitoring habit,[object Object]
Content is still king,[object Object]
DBS Dialogues: Advocating Entrepreneurship ,[object Object]
Aggregating Content for Brand Visibility,[object Object],[object Object]
Website traffic increased by 500%
Online brand value increased by 2,281%,[object Object]
[object Object]
Find a way to crowd-source it
Encourage participation and commitment with frequent updates,[object Object]
Social Media Survey of Fortune 100November 2009 – January 2010,[object Object],80% use at least one platform,[object Object],Blogsare preferred in APAC ,[object Object],1,489Twitter followers,[object Object],40,884Facebook fans,[object Object],Source: Burson-Marsteller,[object Object],Fortune Global 100 Use of Top Social Media Platforms,[object Object]
Lenovo Singapore: Authentic and Real-Time,[object Object],One-on-one engagement with customers,[object Object],Brand representative shares local and global brand news,[object Object]
Social Media for Sales 2.0,[object Object],“1 Million Free Seats”,[object Object],402,222 seats sold in the first 24 hours,[object Object],The success of the campaign is attributed to the power of our blog and social network platform.,[object Object],Kathleen Tan,[object Object],Regional Head of Commercial,[object Object],40% of posts are from customers and other guest bloggers,[object Object]
[object Object]
Plan to sustain it
Start simple,[object Object]
PayWhatYouWant.com.sg,[object Object],PR was picked up by 14,000 sites, 800 blogs and tweeted 2,300 times,[object Object]
Coke’s First Official Experiment in Viral Video,[object Object],Results: ,[object Object],[object Object]
1,700,000+ views to-date
5,800+ ratings, with an average rating of 4.75 stars
1,190+ comments,[object Object]

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Web two-oh not-justa_buzzword

Notes de l'éditeur

  1. What do we mean when we say “the social Web”? There are many ways to define it. Here isForrester Research’s taxonomy, which divides it into six user activities, which of course overlap.We are the media, the media is us!Your customers are publishers nowYou are a publisher now --> Blogs, Twitter, Facebook, location-based social apps
  2. Financial Times, November 14/15 2009
  3. Improving online brand health:15 PRs released over 3 months received 3.9 million viewsSearch engine mentions increased from 8,900 to 203,000Traffic to SingaporeMedicine.com increased by 500%Online brand value increased by 2,281%
  4. http://indium.com/blogs/Product: Soldering materials and electronics assembly equipment10 employees blogging about a variety of technical topics, from interface materials to semiconductor packagingHarnessing and crowdsourcing internallyYouTube channel hosts corporate and educational videos
  5. Burson-Marsteller conducted the study between November 2009 and January 2010, surveying the top 100 companies of the 2009 Fortune Global 500 companies from USA, Europe, Asia Pacific and Latin America.Almost 80% of the Fortune Global 100 companies are using at least one of the top social media platforms to engage with stakeholders, a Burson-Marsteller study found.About 65% of the Fortune Global 100 have active accounts on Twitter, 54% have a Facebook fan page, 50% a YouTube channel, and 33% employ corporate blogs.In Asia Pacific, companies are increasingly using social media to engage customers and are more likely to use corporate blogs than other forms of social media.The study also found that stakeholders are listening and engaging on social media platforms - corporate Twitter accounts averaged 1,489 followers, while each Facebook fan page averaged 40,884 fans.http://marketing-interactive.com/news/17999
  6. Responsiveness on TwitterInvolving customers in naming their new planeshttp://blog.hubspot.com/blog/tabid/6307/bid/5582/What-the-Heck-is-Sales-2-0-Why-Should-I-Care.aspx
  7. http://www.reuters.com/article/rbssConsumerGoodsAndRetailNews/idUSSP40359020090204PR was picked up by 14,000 sites, 800 blogs and tweeted 2,300 timesTalked about on CNN, MSNBC, CNBC, WSJ, Yahoo!Ibis had 100% occupancy on opening day
  8. http://www.marketingsherpa.com/article.php?ident=31548Astoundingly, only 35% of respondents said they were tracking sales conversion and other ROI metrics related to social media.Getting more website traffic, Facebook fans and comments is very good. But if you’re not sure whether that’s having an effect on lead generation or sales, many executives will ask: what’s the point?Common goals:Brand awarenessOnline reputation management and customer supportOnline traffic/visibilityGenerating both online and offline attention or media coverageAttracting inbound quality/natural links for SEO purposesIncreasing readershipDirect sales