Dickson K.W. Chiu

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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

• 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(1993-2003) Pretty much HTML pages viewed through a browser Web 2.0(2003- beyond)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

• Web 2.0

• 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 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
Web Services
Tags Folksonomies
Social Networks
RSS
Blogging
Watch Wait
Act Now
Blogging / Blogs RSS / Feeds
Drive Traffic to the Site 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
Improve Customer Experience Helps explain products, service, approach Provides support through direct customer Q A Generate deeper insite into user attitudes and behaviors Feeds make it easier to stay connected and aware, driving convenience More information more competence more control
Drive Conversions 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

• More users are connecting to each other and
  content through networked, peer-driven activities
  content
• Linkedin now has service referrals as part of
  their package
• APIs and Content syndication will lead to more
  machine generated connections
• Non-compliant content wont fit into the flow
  as readily
• Web 2.0 is truly two-way
• 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
• Investment in blog marketing will increase by 22
  in 2005

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Opportunities and implications

• The appeal of Web 2.0 lies in the nature of the
  apps/tools
• 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

• online activities that integrate technology,
  social interaction, and the construction of
  words, pictures, videos and audio.
• This interaction depends on the varied
  perspectives
• 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

• New Rules

• Marketing advertising
• Creative messaging via broadcast interruption
• Designed to appeal to the masses
• 1-way messaging company to consumer
• Focus on selling products or services.

• Marketing advertising PR thought
  leadership.
• Media shift from TV and print to social media via
  the Web.
• Timely delivery of detailed information on
  demand
• 2-way interactive dialogue audience
  participation.
• You are what you publish content king.

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Business Objectives for Social Media

• 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 DOs and DONTs

• BE AUTHENTIC transparency is essential in this
  environment.
• Remember social media is a program of attraction,
  not promotion.
• KEEP IT SHORT Social media provide an extremely
  fresh and vital outlet for real time messaging to
  your marketplace.
• Always include or link to visual images wherever
  possible.
• LINKS, LINKS, LINKS Tie your content together
  across the social media platforms.
• 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

• Transparency Comes with a Price
• 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
• What is your success rate?
• How much does it cost?

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Marketing Strategies on Web 2.0 / social networks

• Relationship Marketing
• Word of Mouth Marketing

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Relationship Marketing

• Communication that provides service benefits
• 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

• Basic Elements
• Educating
• Identifying
• Providing
• Studying
• Listening and responding
• Good word of mouth is tough to earn even when
  youre extraordinary. 
• By contrast, bad word of mouth tends to be very
  ordinary.  Its easy to earn and fast to spread.

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Word of Mouth Marketing types

• 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)

• 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
Social bookmarking sites
Podcasting
MySpace
Websites
Blogging
tagging
RSS
Personalization
folksonomies
Social Networking Sites
Facebook
alerts
Wikis
Blogger
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Word of Mouth Marketing Tips

• 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.