Download - Social And Anti Social Media
Social and anti-social media
Eric ReissCopenhagen Business School
Copenhagen, Denmark
Web 2.0Cult of the amateur
From street cred to conversion
What is Web 2.0?
“Web 2.0 is the business revolutionin the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform.”
Tim O’Reilly
(We didn’t understand it either)
Growth of the webStatic sites = 1-way communicationWeb apps = 2-way communicationSocial apps = many-way communication
The three sides of Web 2.0Technical (AJAX, RIA)Content (user-generated content)Ability to embrace the “long tail”
Top 2.0 apps:Wikipedia (knowledge sharing)Blogger (opinion sharing)Twitter (microblogging)Digg (social bookmarking)Flickr (image sharing)YouTube (video sharing)Facebook (social networking)
The long tail / tall neck
Tall neck
Products ranked by popularity
Sal
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Long tail
WikiContent collection that can be edited by anyone using very simple markup language.Hawaiian word for “fast”Used for intranets and KM toolsLess dangerous than many thinkPublic-access wikis are usually self-healing within minutesOnly slightly more errors in Wikipedia than Encyclopedia Britannica (says the Observer) Errors in print live for a full edition (i.e. years)
BlogWeblogCoined by Peter Merholz “We Blog” (1999)According to Dave Weinberger:“In the future, everyone will be famous to 15 people”Popular platforms:
WordPressBloggerMoveable Type
Given rise to interesting navigational form:tag clouds
Four types of blogsBlogs are short-form journalsNotebooks feature longer pieces of focused contentFilters are focused on linksMicroblogs are the SMS of online
Blog
Notebook
Filter
Microblog
Whyblog?Create buzzLower communications barriersBuild trust through openness
Social bookmarkingShare references, not actual mediaAll tagging is done by humans, not spidersBuilds collective intelligenceBetter, more accurate resultsBut no standard keywords
every man for himself...
Goals of SEO (the bad reasons)Get to the top of GoogleGet a zillion hits
Goals of SEO (the real reasons)Get properly indexed by:
GoogleMSNYahoo!Specialized search engines
Turn up in relevant searchesGet people to click on your site first
Let’s kill two myths about SEOForget keyword density. You cannot bore your visitors into buying your product.Forget page rank. In theory, you want to be the only page that turns up for a specific search.
Four keys to SEOWrite worthwhile content
Build shared referencesAnswer questionsCreate value
Write relevant metadataTitleKeywordsDescriptionAlt text for graphics
Write clean code<h1>Headline tags</h1><p>Call to action closing paragraphs</p>Close “if” and “while” statements
Get listed:Open DirectoryYahoo!LookSmart
Media sharingShares media, not just referencesUsually refers to photos, graphics, videoCan also share word-based documentsComments and ratingsBuilds collective user valueNow building closer links to other tools
e.g. Flickr and Twitter
Social networking / communitiesEgo as focus (social networking)
LinkedInXingOrkutFacebookMyspaceFriendsterNetlogCyWorld
Ego as member (community)
Source: Peter Van Dijck
Source: Le Monde, 2007
Stuff to consider...Center on language, not on landStandardize, then localizeUsers of the same service are not necessarily the same
One car, two driversThe world is regional, not national
Incredibly inspired by Peter Van Dijck
Why doesn’t business believe us?
1980
Then Now
1980
Then Now
“Dress for success” “Personal imageis everything”
“Work hard, feel proud,get ahead.”
“Work hard, feel tired,miss out.”
“Employers areto be respected.”
“Employees areto be respected.”
“I’m loyal.” “I’m afree agent.”
Fundamentals of change management
HowWhat
Why
So if we do want to use these tools,what’s holding us back?
Time.Money.Fear.
Stupidity.
Traditional marketing vs. SMM
Then Now
Demographics Behavior
We controlled the message Our customers createthe buzz
We asked our customerswhat they thought
Our customers are havinga conversation with our brand
We dictated We serve
Customer service is the new marketing
Is there a secret to success?
YES!
Have authentic conversations
Think of technology like blogs, forums, and discussion boards as amplifying customer opinion
rather than improving it.
10 steps to authenticity1. Don’t wait for conversation: Initiate it2. Publish the real story of your company or organization3. Publish your views on privacy and support (define your
relationship)4. Listen, internalize, and respond thoughtfully.5. Help people learn about your product at their own pace6. Make feedback a top priority (make it easy to provide)7. Form a partnership with your customers (work with them)8. Make authentic conversations a part of the culture9. Anticipate and act on change10. Hire a community manager
Source: Joshua Porter
10 greatest SMM mistakes1. Lying (Karen video, Arla blog)2. Ignoring (Dell Hell)3. Denying (openly refusing to acknowledge a problem)4. Arguing (corporate discussion boards)5. Hyping (blatant promotion)6. Gaming (padding ratings)7. Hiding (no clear points of contact)8. Hating (unwillingness to engage)9. Censoring (removing negative comments)10. Failure to embrace SM
Source: Eric Reiss
You can (usually) find Eric at:The FatDUX Group ApSStrandøre 15DK-2100 CopenhagenDenmark
Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @[email protected]