What next for your web strategy?

Social media, permission marketing, and the future

David Terrar – D²C and WordFrame

Agenda

• Shift Happens! • Universal McCann survey• What is Social Media?• Why is Social Media important?• New Marketing• Get Cluetrained up• Social Media is different• Community building and examples• What we do• Discussion• References

In the next 8 seconds….

Shift Happens!

• 34 babies will be born

• 5 in India

• 4 in China

• 1 in US

• not even 1 here

Shift Happens!

Shift Happens!

• College graduates in 2006 - 3.1m in India, 3.3m in China, 1.3m in US, less here

• Which country is richest, largest military, centre of world business, strongest education system, best standard of living

• http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html

survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008

USA – 100m, China – 61m, UK – 17.8m, France – 12.8mTotal – 475m

What is Social Media?

people having conversations online

Social Media is Global and mainstream

• 184m Bloggers• 73% of active online users have read a

blog• 45% have started a blog• 57% have joined a social network• 55% have uploaded photos• 83% have watched video clips• 39% subcribe to an RSS feed

In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem.

IAB Platform Status Report:User Generated Content, Social Media, and AdvertisingAn Overview - April 2008

Who do you trust?

• Only 14% of people trust advertisements

• 78% of people trust the recommendations of other consumers

Nielsen “Trust in Advertising” report – October 2007

New Marketing

Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin

Old Marketing New MarketingLimited number of media outlets Countless media outlets

Limited physical retail outlets Countless online retail outlets

Emphasis on horizontal success (hits) Emphasis o vertical success (niches)

Marketing-to-consumer communication Consumer-to-consumer communication

Barrier between consumers and makers Permeability between consumers and makers

Spam Permission

Product line limited by factory Product line limited by imagination

Long product cycles Fads

Market share Fashion

Features Stories

Advertising a major expense Innovation a major expense

Large overhead = stability Small overhead = low risk

Customer support Community support

Focus groups Launch and learn

The Cluetrain Manifesto

There's a new conversation

between and among your market and your workers. It's making them smarter and it's enabling them to discover

their human voices.

You have two choices.

You can continue to lock yourself behind facile corporate words and happytalk brochures.

Or you can join the conversation.

Social Media is Counter-intuitive

Space defined by Media

Owner

Brand in control

One way / Delivering a

message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a

conversation

Adapting the message/ beta

Focused on the consumer / Adding

value

Influencing, involving

User created content / Co-creation

Communications Media

Social Media

Why build communities?

New Product Development

Customer serviceIdea generation

Market research Developer relations

Amplifying Word of Mouth

Employee communications

General Marketing

Reputation management Product testing

Public relationsLONG TAIL SALES

PROJECT COLLABORATION

Co-innovation

Member networking

Capturing Knowledge

What is a web community?

►An online community is an interactive group of people joined together by a common interest.

What motivates people to participate?

• Expressing themselves• Support• Listening• Sharing• Recognition• Power• The culture of the organization

"Culture is a mealy-mouthed way of talking about power.“ - Euan Semple

Participation Inequality

Jakob Nielsen’s 1-9-90 rule

Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html

What is ICAEW doing with ion?

http://www.ion.icaew.com

What is ICAEW doing with ion?

http://www.ion.icaew.com/itcounts

What is ICAEW doing with ion?

• Winning awards:

“Best New Web 2.0 Initiative”

Web 2.0 Strategies 2008

Some other examplesSocialMediaToday.com

What we do

• Business consulting

• Web strategy

• Enterprise 2.0 advice and solutions

• Website design

• Web publishing

• Building better web communities

“think Business, not Technology”

Discussion

References

• Shift Happens, the movie, Karl Fisch, Arapahoe High School, Littleton, Colorado - http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html

• Shift Happens, the slides http://www.slideshare.net/jbrenman/shift-happens-33834• Universal McCann survey -

http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf

• What The F**K is Social Media? - http://www.slideshare.net/mzkagan/what-the-fk-social-media?src=embed

• IAB Platform Status Report: User Generated Content, Social Media, and Advertising, April 2008 - http://www.iab.net/media/file/2008_ugc_platform.pdf

• Nielsen “Trust in Advertising” report, October 2008 - http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf

• Seth Godin, Meatball Sundae – http://www.amazon.co.uk/Meatball-Sundae-Seth-Godin/dp/074992831X/ref=sr_1_2?ie=UTF8&s=books&qid=1215492000&sr=1-2 , http://sethgodin.typepad.com/

• The Cluetrain Manifesto - http://www.cluetrain.com/ • ICAEW online networks – http://www.ion.icaew.com

Contact details

David TerrarCEO - D²C Limitedand Executive Director - ITBrix / WordFrame

p: +44 (0)1727 838285 (direct)m: +44 (0)7715 159423

e: dt@d2c.org.uk and david@wordframe.com w: www.d2c.org.uk and www.wordframe.com skype: david_terrartwitter: DTlinkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com