page sands of r2i@gbtc
TRANSCRIPT
Social MediaTools for the Real-Time Web
1.27.09
AGENDA
• Discuss and understand social networking behavior (how people
make decisions)
• Understand how a new set of behaviors has emerged over the Web
– Scale and efficiency
– Empowered communities
– Limitless storage
– Engagement (buying engine not selling engine)
– “Database of intentions”- John Battelle
• Review of social media tools and how they are best used
• Recent examples of the tools in use
SOCIAL NETWORKING DEFINED
• People use social networks to reduce risk in both their
personnel and professional lives. [Healthcare, Entertainment,
and Vendors]
• Since purchasing decisions involve risk, social networks play a
major role in what products are chosen
• Social networking has always been about sharing knowledge -
but it lacks efficiency
SOCIAL MEDIA DEFINED
• Social media can be defined as the platforms and tools that
make social networking behavior scalable and efficient
• Information and advice about what products to buy is now being
given, peer to peer, on a huge scale
• That’s a little scary
HOW DID SOCIAL MEDIA CHANGE THE GAME?
• Allowed for communities to form
• Access to opinion leaders/experts
• Social behavior subverts hierarchy
• Gave enormous scale and efficiency
• Search (anonymous researcher)
• Made brand experience more meaningful
TOOL FAMILY: BLOGS
Blogs
Related Tools: WordPress, Blogger, Movable Type, & TypePad
Description:
Articles are published in reverse chronological order.
Posts are organized by categories and tags allow for greater context.
The ability to comment gives blogs their social character.
TOOL FAMILY: SOCIAL BOOKMARKING
Social Bookmarking
Related Tools: Del.icio.us, Digg, Furl, Ma.gnolia, StumbleUpon
Description:
Social Bookmarking is the practice of storing, searching, and managing bookmarks on the Web.
Instead or saving bookmarks using folders, we use tags to organize them and share them out in the open.
TOOL FAMILY: MICROBLOGS
Microblogs
Related Tools: Twitter, Yammer, Tumblr
Description:
Microblogging is a form of blogging that allows people to write short posts, i.e, Twitter’s 140 characters.
TOOL FAMILY: VIDEO SHARING
Video Sharing
Related Tools: YouTube, Vimeo, Ustream.TV, Blip.TV, QIK
Description:
There are several types of online video.
Time shifted videos that are found on YouTube and live streaming video that we see on Ustream.TV and QIK.
These services allow you to broadcast live from anywhere that has an Internet connection.
TOOL FAMILY: WIDGETS
Widgets
Related Tools: Clearspring, WidgetBox, Last.FM, Gigya
Description:
Widgets are chunks of code that are embedded into Web sites allowing for live and interactive content such as polls and slideshows.
They are popular with blogs and social networking Web sites because they are portable, social, and easily shared throughout the network.
FRAMEWORK
Strategic Decision Framework
1. Can I leverage and empower existing communities?
2. Can I engage, identify, or become an opinion leader?
3.Can I scale the distribution of my message?
4.Can I perform market research and sentiment research?
[Blogs, Social Bookmarks, Online Video, Microblogs, & Widgets]
QUESTIONS
Questions?
