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Slide 1: An introduction to Marketing 2.0 Bill Daring, CEO KMP Interactive Marketing & Technology
Slide 6: Our world is changing
Slide 8: Social Media Grows Up Nearly half of the online adult population around the world is a member of at least one networking site, with Facebook and MySpace between them housing over 170 million monthly active users. VNU.net
Slide 9: Wave 3 Social Media Stats • • • • 394m watch video clips online 346m read blogs 321m read personal blogs 307m visit a friend's social network page • 303m share a video clip • 272m manage a profile on a social network • 248m upload photos • 216m download video podcasts • 215m download podcasts • 184m start their own Blog • 83m upload a video clip • 160m subscribe to an RSS feed (According to Wave.3 Social Media Tracker - Universal McCann)
Slide 11: Web 2.0 doesn't refer to a change in technical spec, but changes in the ways software developers and end-users use the web
Slide 12: Web 1.0 vs Web 2.0 Personal websites DoubleClick Screen scraping Publishing Stickiness Directories (Taxonomy) = Blogging = Adsense = Web services = Participation = Syndication = Tagging (“Folksonomy”)
Slide 13: RSS Real Simple Syndication
Slide 15: So what is Marketing 2.0?
Slide 16: Buzz monitoring Semantic web News aggregators Forums Blogs Virtual worlds User Generated Content Social Media Release Live casting Social bookmarks Microblogging (Twitter) Social Networks Search optimised releases Video sharing Photo sharing Podcasting
Slide 17: Marketing 1.0 is all about controlling the message and then broadcasting it Marketing 2.0 encourages transparency and participation in social networks and communities to spark and manage conversations
Slide 18: The influence of blogs
Slide 22: Journalists use blogs Over 75% of reporters see blogs as helpful in story ideas 21% of reporters spend over an hour per day reading blogs. 57% of reporters read blogs at least 2-3 times a week. Source : Brodeur/Marketwire- Jan 2008
Slide 24: More th>n lost 17% sales
Slide 25: Social Networks
Slide 31: Photo and video sharing
Slide 38: Geo-location mash ups
Slide 44: Case Studies
Slide 45: Twitter is a free micro-blogging service that allows users to send "tweets"; of up to 140 characters long to the Twitter website, via mobile phone (SMS), instant messaging, or a third-party application such as Twitterrific or Facebook.
Slide 47: Special Twitter-only offers directs followers to a web page www.delloutlet.com/twitter. The promotion will appear only for the offer time typically until 11:59pm that evening. After that point, visitors are invited to become followers of Dell Outlet on Twitter.
Slide 48: Second Life The God Delusion story
Slide 50: Random House purchased an island on Second life Lunched Richard Dawkins – The God Delusion On the fourth day God arrived with a band of angels Six major national newspapers covered the story
Slide 53: Research highlighted specific customer demands: • A clearer contract • Satnav/GPS • Enhancements to the loyalty programme
Slide 54: Satellite Navigation A clearerWhat happened next? contract Aston Martin loyalty incentive
Slide 56: Since launching its blog in January 2007, Avis’s approval at 1% p.a. In a sector growing ratingUK isincreased by 200%of more Avis has achieving growth eclipsing that of Hertz, one than 10%. of its main competitors.
Slide 57: The Social Media Release
Slide 58: What is a Social Media Release • Allows you to write search and semantically optimised news releases for syndication to news aggregators, social media sites, social bookmarks, search engines and directly via RSS feeds • Share media assets and create social networks • PR Agencies can run a stable of PressRooms for their clients
Slide 60: Information Flow Search Engines / News Aggregators Person receives/finds release Social Media Release Social Media Spaces PressRoom Tracking Person uses SMR content to start conversations
Slide 61: E mail targets Social Media Release Social links Social Bookmarks Media sharing News Aggregators aggregators