Professional Documents
Culture Documents
CMS Wikis
Directories Tagging
Stickiness Syndication
Conferences Unconferences
Harnessing collective intelligence
Trusting consumers as co-developers
Engaging consumer experiences
Community users remain customers 50% longer, spend 54% more than
non-community users and visit 9 times more than non-community users
Participation
Participation is key
1) Advertise
2) Create elements in
online space
3) Create own platform
or environment in
online space
Trust Economy
Word of Mouse
Keys to success in webspace
Be creative
Be honest
Be unique
Be aware of who your audience is
Update frequently
Be transparent
You have to be real to succeed!
The Web is changing how we do
business
Trust economy Gift economy
Social media is driven by the
consumer not driven by business
and is currently experiencing
tremendous growth
The Social Networking has grown 12.7% from November 2006 to April 2007.
In Canada from April 2006 to April 2007
Facebook grew 2424%
YOUTUBE grew 616%
MySpace grew 135%
70% of Americans aged 15-35
use Social Networks
MarketingVox
17% of Sony PlayStation owners
in America are aged 50+
The Observer
Craig Newmark has said that this
is a time of ‘creative destruction’
and that he has a ‘great deal of
sympathy for people who run the
printing presses’.
http://www.youtube.com/watch?v=t8XxcOj3Seo
KNOW control
The Streisand effect
A term used to describe
a phenomenon on the
Internet when there is
an attempt to
remove/censor
something backfires
and the information
ends up receiving more
attention.
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5b-d8-41-56-c5-63-56-
88-c0
What this means ….
Companies can no longer control the
message but they can manage the results
if they are aware of which channels of
communication their audience is using.
Examples of Social Media
RSS feeds
UGC (user generated content)
Social networks
Blogging
Podcasts
RSS Feeds
http://www.youtube.com/watch?
v=0klgLsSxGsU
UGC (user generated content)
UGC is now the brand
Consumers now create and change the
brand (you no longer own your brand)
(youtube)
Consumers market the brand
It’s not “with” your brand, it’s “in” your
brand
Social Networks
http://www.youtube.com/watch?
v=6a_KF7TYKVc
Blogging
An online journal, a way to tell a story
102 Million blogs, 120,000 blogs started
each day
It is not reporting – nor do people expect it
to be
“Newspapers increasingly
reference Bloggers as sources in
stories. In just 2 ½ years this has
grown from almost nothing to a
significant input to media”
Factivia
Blog Demographics
42% of all Canadians have read a blog
Blog use in Canada is most popular among
those:
Withhousehold incomes of $60,000 or more
(44%)
Men (48% vs. 35% among women)
Younger adults aged 18-34 (50%)
Those with post-secondary education
http://www.youtube.com/watch?
v=OEmss2lg-ug
Tools of the trade
Google Reader
Google News alert
Technorati
Google
Tagging
Del.icio.us
Facebook
iTunes
YouTube
Google Reader
http://www.google.com/reader/view/#overview
-page
Another option: http://www.google.ca/ig?
hl=en
Google News Alerts
http://www.google.com/alerts?hl=en&t=1
Technorati
RSS
Add popular, relevant blogroll (a blogroll is
a listing of websites that often appear as
links on web logs).
http://technorati.com/people/technorati
/CanadianWildlifeFed
Google
Search engine
Determine how well your site is doing
Tagging
The assigning of keywords to online
content to help users search that content
more effectively.
Del.icio.us
Social book marking which uses tags
http://del.icio.us/TobiMichelle
Facebook
Virtual read
News feed
Tobi – http://youtube.com/profile?user=TobiMichelleM
Old media
doesn’t die, it
just evolves