My Thoughts & Views

Archive for the ‘Web 2.0’ Category

A Literature Review on Social Media. A compilation of social media thoughts from the experts point of view. Produced by Alex Wong from Charles … less Sturt Uni, Australia.

Transcript:

Slide 1: Social Media and Marketing: EVOLUTION or REVOLUTION ?

Slide 2: Media Landscape

Slide 3: Marketing has changed more….. Source: Internet Advertising Bureau, 2004 Source: Darwin Day Conference, by Google

Slide 4: 1. Product Proliferation Product proliferation and availability means more choice for the buyer…….. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google

Slide 5: 2. Media Proliferation Today, media is fragmented • 13,500 radio stations(4,400 in 1960) • 17,300 magazine titles (8,400 in 1960) • 82.4 TV channels per home (5.7 in 1960) And the Web: • Millions of sites • Billions of pages Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google

Slide 6: 3. Access Proliferation • • • Video games Radio Satellite Radio • • • Email DVD TiVo (Starhub PVR) • • • XBox LIVE Ring Tones Video On-Demand • • • Websites TV Newspapers • • • IM Blogs Podcasting • • • Search Magazines Cell Phone Source: Darwin Day Conference, Google

Slide 7: Digitization of Media New Media Old Media Reach Mass Media Niche Media Source: Darwin Day Conference, Google

Slide 8: “ A radical advertising and marketing change has occurred in the ” World of Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

Slide 9: Consumers are not listening anymore Interruptive marketing has seen it’s day Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

Slide 10: The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

Slide 11: The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

Slide 12: The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

Slide 13: As a result “We are immune to advertising. Just forget it. ” “You want us to pay? We want you to pay attention. ” “ The Internet became a place where people could talk to other people without constraint. Without filters or censorship or official sanction — and perhaps most significantly, without advertising ” “Don’t talk to us as if you’ve forgotten how to speak. Don’t make us feel small. Remind us to be larger. Get a little of that human touch. ” Cluetrain Manifesto Source: http://www.cluetrain.com

Slide 14: Media Scales Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt

Slide 15: “ Consumers control the online environment so brands need to think about facilitating user-created actions, not just user-generated content.” Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth ” interaction. Source: http://china.seekingalpha.com/article/30979

Slide 16: The Consumer

Slide 17: Cash Co-Creators Control The birth of Generation C Connected Creativity Content Conversation Consumer 2.0 Creative Class Channel Community Communicate

Slide 18: Consumer Today Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt

Slide 19: Consumer Touch Points Blog Sites Music Sites Reads his friend’s Reads up on postings new cd releases Movie Sites Downloads Songs Buys tickets online Sports Sites Gets the latest updates on favorite teams Gaming Sites Looks for Checks scores information about Nascar Google.com games Searches for “what’s cool” Source: Darwin Day Conference, Google

Slide 20: Social Media 1.0

Slide 21: Social Media’s Timeline 1995 1984 1971 1979 1988 1991 1998 -2004 Personal Web Sites 1st Social Email Usenet Listservs IRC Blogs Networking Site Podcast Discussion Groups Chat Clasmates.com Wikis 2005 and beyond>> Web 2.0 apps and User-generated content take over Source: http://www.prworks.ca/wp-content/socialmedia.ppt

Slide 22: Growth of social media

Slide 23: What is social media? Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007)

Slide 24: They share one or more characteristics Connectedness

Slide 25: Getting from me to them

Slide 27: “ I post on blogs and BBS because I can express myself to millions of people at once. ” I like the rush, and I feel empowered. Source: http://china.seekingalpha.com/article/30979

Slide 28: “ I believe the bloggers and their ideas. They are my friends and will tell me the truth, unlike ” advertisements. Source: http://china.seekingalpha.com/article/30979

Slide 29: Digital experiences Design Centred Content Focus INTERACTIVITY Marketers>Experience>Conversation>Relationship>Affinity

Slide 30: Source: http://www.darmano.typepad.com

Slide 31: The “satisfaction effect” Source: http://www.churchofthecustomer.com

Slide 32: The Evolution BROADCAST “We tell you” Examples: The New York Times, CNN Publisher/broadcaster Big media $ Newspaper buys for $ Magazines display $ advertising TV Passive readers/audience Source: http://www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

Slide 33: The Evolution INTERACTIVE “Tell us what you think of what we tell you” Examples: nytimes.com, cnn.com Publisher/broadcaster $ Big media buys for Newspaper Forums display advertising $ in heavily Magazines Comments trafficked site $ Web Video Ratings $ Smaller, targeted media buys for $ contextual $ advertising in less trafficked $ parts of the site Passive readers/audience Source: http://www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

Slide 34: The Evolution Social Media “Tell each other” Examples: Wikipedia, Slashdot, Ohmynews $ Collaborative Publications $ Smaller, $ targeted Co-creators media buys $ Revenue Share for contextual Pay for less $ advertising $ $ Passive readers/audience Source: http://www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

Slide 35: “ Engagement is all about ” making it relevant to the consumer. James Speros, Chief marketing officer, Ernst & Young

Slide 36: “ People read particular magazines because of the life stages and events which currently involve them: from teenager to golfer, from ” having a baby to coping with retirement. Source: Henley Centre, Delivering Engagement 2004

Slide 37: “ The editorial/reader relationship is a one-to-one conversation, and in time it creates a bond of trust, of belief, expectation and empathy. It is through the quality of this relationship that an aperture or opening to the reader’s mind and heart is created, through which we advertisers ” can establish communication. Advertiser with Readers’ Digest

Slide 38: The new paradigm Engagement Attention

Slide 39: Different levels of engagement Belonging Having sense of shared values and common experience, Identification Commitment People who are passionate Most basic level of enough to devote lot of time engagement and/ or money Source: The Henley Centre/ Redwood 2003

Slide 40: FAITH TRUST I Believe ME

Slide 41: Summary a) Media Landscape: – Advertising Environment – Marketing Environment – Long Tail b) The Consumer: – Generation C – Consumer Today – Consumer Touch Points Area of Research c) Social Media: – Timeline – Social Media Trend – Social Media – Word of Mouth – Digital Experiences d) Engagement – Trust

Slide 42: Methodology Social Media Content Analysis Discourse Analysis Interviews Case Study

Slide 43: Why am I interested?  Hype  Understanding, turning it to a power tool  Future of Advertising

Slide 44: Research Questions (1) How can the effectiveness of the advertising budget in traditional media be held accountable? (2) What tools can be developed to assess the expenditure of monies in the new digital media? (3) How can the effectiveness of internet creative messages be evaluated empirically? (4) What elements are necessary for online media planning to be successful? (5) How can interactive and traditional advertising agencies get together to do better work in the future? (6) How can the outcomes of traditional consumer behavior research be applied in the new digital world? (7) What non-traditional methodologies might be useful in addressing the concerns of the new digital world?

Slide 45: Thank You This is a standalone presentation! This is social media!


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The shift in customer behavior from passive consumers to active participants provides new opportunities to identify latent needs and keep your finger on the pulse of change. Embracing user generated media in your innovation processes can accelerate time to market, enhance business agility and increase competitive differentiation.

Transcript of the slide show:

Slide 1: Embracing web 2.0 in your workplace: 8 success factors for turning customer insights into action by : dirk shaw

Slide 2: Italian motorcycle manufacturer Ducati aligned its marketing department with a central “community” function, involving its customers in design, communication, and the brand experience. • The firm sold 31% more bikes in Q3 2005 than it did a year earlier • Increased number of page views by 60% in 2004, • 9 million downloads of brochures, bike sounds, and movies. “Ducati killed its marketing – and prospers” Forrester research

Slide 3: Lego’s toy community draws in users to share with one another and influence the direction of the company. • Input on product development recouped the investment 10 times over in 18 months

Slide 4: Innocentive.com enables Eli Lilly’s 6000 researchers to use 25,000 solvers from 125 countries. • Companies have documented 20-fold increase in R&D productivity. • Reduces biological drugs’ time-to-market using nimble biotech startups.

Slide 5: Today’s customers are actively participating, connecting and sharing ideas through a number of channels. * Social Computing Forrester Research

Slide 6: 175,000 blogs are created each day; that is about 2 every second, totaling 50 million blogs.

Slide 7: What compelling events are triggering a spike in conversation? News: Nike is recognized by FORTUNE in 2006 News: NASA Announces New Window For Next Space Shuttle Mission

Slide 8: Quickly respond to the pulse of these conversations to outpace competition

Slide 9: er om ust C Innovation Process yee plo Em r tne Par Integrate customer insights to ensure you meet demand, reduce waste and increase loyalty

Slide 10: * Engage customers in the innovation process with social software to identify latent needs * Running a business on Web-based software By:Dion Hinchcliffe

Slide 11: Identify and engage key influencers who are shaping perception of your brand

Slide 12: Build a global collaboration platform to validate, refine and test ideas

Slide 13: Formalize the lifecycle of an idea to accelerate the process from inception to value creation Idea Generation Idea Elaboration Idea Concept Innovation network Idea Elaboration Network Idea Market sensing Generation Partners Product Employees Customers Development Employees Partners Legal Marketing Prototype Idea Idea Idea Research Product Customer Training Focus Generation Prioritization Network Specifications Community Community Group

Slide 14: Source new ideas in context of an experience (online, call center or in store)

Slide 15: Use multiple perspectives to ensure good ideas are not dismissed

Slide 16: Become an active participant in the social web

Slide 17: 8 success factors for turning customer insights into action 1. Quickly respond to the pulse of these conversations to outpace competition. 2. Integrate customer insights to ensure you meet demand, reduce waste and increase loyalty 3. Engage customers in the innovation process with social software to identify latent needs 4. Identify and engage the key influencers who are shaping perception of your brand 5. Build a global collaboration platform to validate, refine and test ideas 6. Formalize the lifecycle of an idea to accelerate an idea to value creation 7. Use multiple perspectives to ensure good ideas are not dismissed 8. Become an active participant in the social web.

Slide 18: Will your organization leverage the wisdom of the crowd to drive innovation?

Slide 19: More conversations are taking place online about your brand today than ever before

Slide 20: Integrating customer insights will accelerate new opportunities for innovation

Slide 21: Using the crowds to build an idea pipeline can drive competitive differentiation

Slide 22: Embrace social media to accelerate innovation in your organization

The days of building a “website” are over. We are full-fledged application designers, the web is merely our front-end. The increasing complexity of application development is causing our various disciplines to converge, with designers dabbling in front-end code and developers working through interaction paradigms. Though the scope of our work and particular roles continues to increase, excellent communication remains the key to success. Tom Watson will discuss principles that will help bridge this gap so you can create simple and beautiful web applications.

Web 1.0 : was Commerce
Web 2.0 :is People

In our Daily Life we are so addicted to computers no matter what we do.People are doped with the use of pc like found of blogging,gaming are well know fever in which some guy’s event forget to sleep.Now most the computer application are shifted toward online.(lang like ajax,php,java are most popular for making web applications)
The move to put more and more of those familiar programs on to the web has been happening for a while but its latest incarnation has won the name of Web 2.0.

Here is the slide show which gives you tips on what you need to become a web 2.0 company.

We all are aware of the growth of Web 2.0 Companies, these all companies are using different marketing approach to reach maximum users, they came up with a new concept of marketing their products. Companies and Products like Google, Orkut, Mingle Box, Face Book all have applied this new concept of marketing to gain popularity.

The latest concept( or the Buzz word) is “Word Of Mouth Marketing”. Take a look at this presentation to understand what is it all about.

And This


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