“Next Generation” Technologies for the “Next Generation” Library User
Next Generation Social Marketing 23120
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Transcript of Next Generation Social Marketing 23120
Next GenerationSocial Marketing
Photo: ocean.flynn
http://www.flickr.com/photos/oceanflynn/315385916/
Social MediaJeopardy!
Her teenage angst aboutparents and boyfriend
was watched by millionson YouTube until she
was exposed as a hiredactress
This word describing anonline collaborative tool
comes from theHawaiian word meaning
“quick”
You would be excited tobe listed as one of
someone’s top eightfriends on this social
networking site
This presidentialcandidate recently
opened a virtual officein Second Life
The initials RSS standfor this tool used by
blogs, news sites andpeople wanting to track
their ego feed
The combination ofthese two ingredients
started a trend onYouTube of videos
showing the explosiveresults
“Astroturfing” and “sockpuppetry” are two
different methods ofdoing this onlinemarketing no-no
The revelation about aforged document by thisblog led to the downfall
of Dan Rather
socialmedia.wikispaces.com/presentation
Web 1.0 is…• Static• Centrally managed• Slow to change• Unidirectional• Tech-heavy
Photo: trixiebedlamhttp://www.flickr.com/photos/trixiepix/382991932/
Web 1.0
What is Web 2.0?
The PeopleFormerly Knownas the Audience
Photo: Arend Kuester
http://www.flickr.com/photos/arendpictures/1165255854
Photo: Waxy Poetic
http://www.flickr.com/photos/waxypoetic/274724321/
The Internet is Part of Our Lives• U.S. adults - 70% use it• World - 17% use it• 91% of internet users
use e-mail• 91% use search
engines• 67% get news• 66% visit a government
website• 39% read blogs Photo: Kimi Iwasaki
http://www.flickr.com/photos/quimix/149816828/
Pew Internet Survey - Dec. 2006
Most Adults are Online2000-2006
85%80%
69%
31%
0%
20%
40%
60%
80%
100%
Age 18-29 Age 30-49 Age 50-64 Age 65+
Pew Internet Project Surveys, 2000-2006
93% ofAmericanteens are
online
Photo: Bdegan
http://www.flickr.com/photos/bdegan/70074551/
Health & Social Issues Online• 79% of internet users look
for health/medicalinformation online
• 58% go to a website thatprovides info/support for aspecific medical conditionor personal situation
• 54% look online for news orinformation about politics
• 30% look forreligious/spiritual info
• 18% make a donation to acharity online Photo:WujekDobraRada
http://www.flickr.com/photos/wujek-dobra-rada/414458218/
Pew Internet Project Surveys
Media Shift
Source: Blackfriars Marketinghttp://www.blackfriarsinc.com/blog/2007/03/advertising-shift-away-from-tv-radio
The Death of the 30Second Spot?
Photo: you are your atman
http://www.flickr.com/photos/midlander/47670621/
Social Media Marketing
SOCIAL MEDIATO THE RESCUE!
With apologies to XKCD http://xkcd.com/c208.html
What can you do withsocial media?
Communicate
Connect
Collaborate/Co-Create
Collect/Categorize
Collective Wisdom
Customization
Conversation
Community
All leading to the big C -- CHANGE!
Communicate
Blogs
Podcasts
Video Blogging
Video Sharing
Photo Sharing
Blogs
Podcasts
Video Blogging/Sharing
Photo Sharing
Connect
Social networks
Mobile text messaging
Instant messaging/Twitter
Skype
Social Networks
Mobile Text Messaging
Smokingcessation
Nutrition
Fitness
Medicationreminders
Disaster response
Symptom checker
DiabetesPhoto: de.ef.ha
http://www.flickr.com/photos/deefha/40136221/
Collaborate/Co-Create
Wikis
Consumer-Generated Media
Open Source Software
Creative Commons
Mash-ups
CGM
Open Sourcing
Collect/Categorize
Tagging
Social Bookmarking
Search Engines
Tagging
Photo: Beth Kanterhttp://www.flickr.com/photos/cambodia4kidsorg/260004685/
Collective Wisdom
Ratings Sites
Wikipedia
Social News
Customization
RSS
Widgets
Virtual Worlds/Avatars
Widgets
Custom Avatars
CDC in Second Life
Conversation
Blog Comments/Responses
Meme Trackers
Community
Created by all of the above
Fostered by common interests
Built through conversations
How can these toolslead to change?
Building awareness, spreading the wordProviding social support and motivationCoordinating unified approachInvolving those affected by the problemin creating the solutionHelping people take actionCustomizing messagesHumanizing the issue