Transcript ppt

COMP7880: E-Business Strategies
Web 2.0 & Social Networks Marketing
Dickson K.W. Chiu
PhD, SMIEEE, SMACM, Life MHKCS
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Web 2.0
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… is a term describing changing trends in the
use of World Wide Web technology and web
design that aims to enhance creativity, secure
information sharing, collaboration and
functionality of the “we.”
(Source: Wikipedia.com)
… refers to the second generation of the Web,
which enables people with no specialized
technical knowledge to create their own
websites, to self-publish, create and upload
audio and video files, share photos and
information and more.
(Source: Capilano University, Vancouver, CA)
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Web 2.0: Evolution Towards a
Read/Write Platform
Web 1.0
Web 2.0
(1993-2003)
(2003- beyond)
Pretty much HTML pages viewed through a browser
Web pages, plus a lot of other “content” shared over the web, with
more interactivity; more like an application than a “page”
“Read”
Mode
“Write” & Contribute
“Page”
Primary Unit of
content
“Post / record”
“static”
State
“dynamic”
Web browser
Viewed through…
Browsers, RSS Readers,
anything
“Client Server”
Architecture
“Web Services”
Web Coders
Content Created by…
Everyone
“geeks”
Domain of…
“mass amatuerization”
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Web 1.0 vs Web 2.0
Web 1.0
 Traditional website
provides information for
users.
 Provides toll-free number
and (maybe) email contact.
 Traditional websites were
a one-way street on the
information super
highway.
Web 2.0
 Web 2.0 website interacts
with users while providing
information.
 Provides opportunity for
user feedback and reviews.
 Web 2.0 is a two-way
street that gives users the
ability to communicate
too.
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Blogging is the Most Recognized
Example of Web 2.0
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Users of Web 2.0 Apps are Highly Engaged,
Active, and Attractive to Marketers
Blogging is a good proxy
for Web 2.0 activities.
Blog
readers
consume
a LOT of
media
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Users Find Blog Content Helpful, and
They Are Receptive to Online Ads
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RSS Adoption is small but could be
an attractive tool for Niche Marketers
RSS (Really Simple Syndication) is an emerging technology
which enables users to get “feeds” of data from content
publishers via a browser or special newsreader tool. Items
come to user free of spam, on-demand, and in an easy to
digest format
Feeds contain
news items/stories
Items have a brief
summary included
in the feed
Users can read the full
content of some stories within
their browser or desktop app
without going to orgincating
website
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Tactical Opportunities for Early
Adopters & Marketers
Watch & Wait
Web
Tags &
Social
Services FolksonomiesNetworks
Drive Traffic
to the Site
Improve
Customer
Experience
Drive
Conversions
RSS
Blogging
Act Now
Blogging / Blogs
RSS / Feeds
• Improves placement and
relevance in search engines
•Could generate repeat visits
to site
•Generates interest in deeper
engagement
•Generate “reminder” traffic
•“Push” key product or promotion
out to audience, to drive traffic back
to your site
• Broaden reach through syndication,
driving more traffic back to your site
• Helps explain products,
• Feeds make it easier to stay
connected and aware, driving
convenience
• More information = more
competence = more control
service, approach
•Provides “support” through
direct customer Q & A
• Generate deeper insite into
user attitudes and behaviors
•Generate “trial” usage
•Blogs and post drive deeper
engagement and helps
overcome objections
• Drives frequency, which may lower
the barrier to awareness and trial
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RSS – new ways of receiving content
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Web 2.0 Will Mean Changes for
Marketers
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More users are connecting to each other and content through
networked, peer-driven activities & content
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API’s and Content syndication will lead to more machine
generated connections
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“Non-compliant” content won’t fit into the flow as readily
Web 2.0 is truly two-way
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Linkedin now has service referrals as part of their package
Marketers need to be very willing to “listen” and receive more than
broadcast
User-generated content may be more valuable to users than
yours
Adoption and ROI will drive investments in online advertising
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Investment in blog marketing will increase by 22% in 2005
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Opportunities and implications
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The appeal of Web 2.0 lies in the nature of the
apps/tools
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Direct
Transparent
controllable
What expectations does this set?
Who owns the message?
How can marketers use this to their advantage?
Are “massses” better than “experts”
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Social Media
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… online activities that integrate technology,
social interaction, and the construction of
words, pictures, videos and audio.
This interaction depends on the varied
perspectives
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and the “building” of shared meaning among
communities
as people share their stories and experiences.
(Source: Wikipedia.com)
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Social Networks Connect Users into
Communities of Trust (or interests)
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New Rules of Marketing
Old Rules
 Marketing = advertising
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New Rules
 Marketing = advertising +
PR + thought leadership.
 Media shift from TV and
Creative messaging via
print to social media via the
broadcast interruption
Web.
Designed to appeal to the
 Timely delivery of detailed
masses
information on demand
1-way messaging:
 2-way interactive dialogue;
company to consumer
audience participation.
Focus on selling products  You are what you publish;
content = king.
or services.
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Business Objectives for Social Media
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Business Objectives for Social Media
Brand Building / Reputation Management
Improved Search Engine Rankings
Increased Visitor Traffic to Website
Stay Connected with Peers and Colleagues
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Social Media DO’s and DON’Ts
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BE AUTHENTIC… transparency is essential in this
environment.
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KEEP IT SHORT… Social media provide an extremely
fresh and vital outlet for real time messaging to your
marketplace.
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Remember social media is a program of attraction, not
promotion.
Always include or link to visual images wherever possible.
LINKS, LINKS, LINKS… Tie your content together
across the social media platforms.
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For instance, provide links from Facebook and Twitter to your
blog posts and video updates on YouTube.
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Challenges of Social Media
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Transparency Comes with a Price
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Reader comments may not always be positive
Competing service providers may gain visibility into
your unique features.
Recommendations to consumers for one program or
practitioner may alienate competing referents.
Social Media May Expose “Sensitive” Topics
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What is your success rate?
How much does it cost?
…
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Marketing Strategies on
Web 2.0 / social networks
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Relationship Marketing
Word of Mouth Marketing
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Relationship Marketing
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Communication that provides service benefits
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technical support, such as how to access a
database
help and advice on services
information such as hours of operation
Broadest sense - about cultivating good
relationships between staff and existing
customers and maintaining those
relationships, thus retaining customer loyalty.
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Word of Mouth
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Basic Elements
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Educating
Identifying
Providing
Studying
Listening and responding
Good word of mouth is tough to earn even
when you’re extraordinary.
By contrast, bad word of mouth tends to be
very ordinary. It’s easy to earn and fast to
spread.
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Word of Mouth Marketing types
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Viral Marketing - Creating entertaining or informative
messages that are designed to be passed along in an
exponential fashion, often electronically or by email.
Community Marketing - Forming or supporting niche
communities that are likely to share interests about
the brand (such as user groups, fan clubs, and
discussion forums); providing tools, content, and
information to support those communities.
Influencer Marketing - Identifying key communities
and opinion leaders who are likely to talk about
products and have the ability to influence the
opinions of others.
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Word of Mouth Marketing types (2)
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Conversation Creation - Interesting or fun
advertising, emails, catch phrases, entertainment, or
promotions designed to start word of mouth activity.
Brand Blogging - Creating blogs and participating in
the blogosphere, in the spirit of open, transparent
communications; sharing information of value that
the blog community may talk about.
Referral Programs - Creating tools that enable
satisfied customers to refer their friends (with
incentives).
Product Seeding - Placing the right product into the
right hands at the right time, providing information or
samples to influential individuals.
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Potential Web 2.0 WOMM Avenues
Podcasting
RSS
Blogging
tagging
Personalization
folksonomies
Facebook
Wikis
Social
MySpace
bookmarking
sites
Websites
alerts
Social Networking
Sites
Blogger
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Word of Mouth Marketing Tips
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Give people something to talk about
Encourage frontline staff to look for
opportunities to deliver messages when
engaged with customers
Feed the grapevine
Personalize
Collect testimonials
Word of mouth can be managed. You are not
merely at the mercy of those who talk.
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