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Mastering Web 2.0

Mastering Web 2.0 helps make sense of the confusing array of marketing options the internet offers. Susan Rice Lincoln, an online branding and communications expert, gives a complete and realistic picture of Web 2.0 without being… (More)

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Preface
Introduction
Social media – giving power to the people
Web 2.0: defining the indefinable
The difference between Web 2.0 and Web 1.0
Social media is more about behaviour than a set of tools
Social media gives people power
What’s all the fuss about?
Social media = community
Communicating the best and the worst
The communication paradox
Exciting tools don’t necessarily translate into exciting communications
Social media is infinite
Moving from mass media to me media
You control nothing
Social media will turn communication on its head
What a new communication paradigm can bring you
Your messages will be better than ever
Piggies in the middle
They’re talking about a revolution
The hyperconnected sometimes look down on us
We end up being piggies in the middle
We will never catch up with the technology
The making of the corporation/person
But we still feel uncomfortable
Who will help us get out of this mess?
Enter the corporation as person
Are you ready to move from corporation to corporation/person?
Social media tap into a key global trend
Imagine you are a psychiatrist
Social media is not a propaganda tool
Authenticity is key
Find your true voice
Use trial and error
How a corporation/person behaves
Companies want to be perfect
Social media is like a general store
Integrating your interactive team
The negative aspects of social media for a corporation
What you need to do
The questions
No tool is a miracle worker
The grand old lady of the internet
What a website should be
Is your website a couch potato?
We need to ask why
Identify the main purpose of your website
Don’t fill the void with bells and whistles
Worship words instead
People don’t read, they scan
Headlines are king
Pull your reader seamlessly through the copy
Be clear and concise
Write in a personal way, avoiding corporate language
A word about design
Websites are for buyers, not you
First step? Identify your buyer personas
Don’t let your visitors get lost
Design every page as if it is the first page your visitor will see
Be sure your first impression is a good one
Answer the ‘What’s in it for me?’ question
Complement copy with other interactive content
RSS is an exciting new website tool
The beauty of permission marketing
Make a sale or capture a name
Develop a list of names… or they vanish forever
You need inbound and outbound strategies
Enter the e-newsletter
People go online to find information
Making a sale is not an isolated event
Design your website with the buying cycle in mind
Ask for the order; ask for action
Five questions which distil the online sales process
A list of dos and don’ts
Summary
Googling it
A definition of search engine optimization
Search engines sit at the internet’s epicentre
Search engines are pure magic
The ten most wanted spots in search engine results
Ignoring SEO is a big mistake
How search engines work
There are search engines…
… and there are directories
The ranking codes of search engines
Understanding the search engines’ algorithms
Your success or failure rests on good keyword research
The magic of SEO copywriting
Avoid Flash
Submitting your site to the search engines
How to measure your results
Know when to stop
The forgotten magic of article marketing
The concept is simple
Each article is your business partner
Article marketing benefits
Before you write your first article
Finding subjects for your article
Writing the article
How to submit articles
Social bookmarking can help
You will need to track results
From Citizen Kane to citizen journalists
Definition
How blogs differ from a Web 1.0 world
A blog is not a blog without links
The blogosphere is an infinite global conversation
Blogs are open to the world
There are no editorial constraints
Blogs blur mainstream definitions
Traditional media lose control
Blogs bestow power
Twitter is the new It girl of blogging
Search engines love blogs
Why do people get involved with blogs?
Compare a blog with regular websites
The RSS factor again
We’re getting bloggier
Blogging is demanding, and many give up
Consistency is key
Blogging benefits
Successful blogging examples
Then there are the failures
Writing hints for successful blogging
The problem with blogs
Promoting your blog
Looking at a blog’s ROI
What is the reality of blogs?
Podcasting – a toddler with a big future
Just imagine
A force of the future
Podcast consumers are attractive advertising targets
A definition of podcasting
Choosing when and where we listen to content
Podcasting step by step
How to find podcasts
Moving beyond text
Podcasts offer powerful communication possibilities
Podcasting speaks directly to communities of passion
Podcasts greatly benefit corporations large and small
How to create podcast content
Podcasts are good for B2B…
… as well as for internal audiences
Social networking will be like air
Description of a social network
Millions flock to social networking sites
Looking at a few big sites
Social networking benefits
The negatives of social networking
The widget phenomenon
The future of widgets
Build your own network or go with a pre-existing one?
How to build your own network
Take a cue from the US presidential campaign
Social networking captures 21st-century trends
The next generation will be smaller and more focused
Communities challenge traditional thinking
Viral velocity
Tiny waves on a big pond…
The magic of viral
The ultimate marketing tool
Viral marketing is not new
Hot viral marketing is getting hotter
What are viral marketing’s benefits?
A word about link bait
The creation of a viral campaign
Viral products you can create
Why some viral campaigns work
Viral marketing is about emotion
Examples of successful viral marketing campaigns
Those viral campaigns that went wrong
The negative side of viral marketing
Reacting to consumer-generated viral content
Video opens the floodgates
The world is becoming video
All the different ways video can be used on the internet
The video explosion
Small businesses become big with video
Diversity is the spice of life
The Blendtec example
Video can also be used in blogs
Enter YouTube
Mistakes to avoid with video
Video is popular but still relatively unusual
Video boosts the trust factor
Putting the pieces of the puzzle together
Let’s extract the essence of each tool
Let’s look at some case studies
A peek at the future
Social media
Computing power
Artificial intelligence
Virtual worlds
The mobile web
Personalization
Broadband and Wi-Fi
Online video and internet TV
The international web
References
Index

Info and Rating

Category:	Uncategorized.
Rating:
Upload Date:	09/17/2010
ISBN	9780749457518
Copyright:	Traditional Copyright: All rights reserved
Tags:	No tags

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