Web 2.0 in 2011

• What is a social network, and how they are different

• Some examples of social media tools

• The shift – ie, what now?

What is a social network?

• For an individual, the value is in the community

• For a brand, the value is in harnessing the community

Social Networks

• Social media is about a change in behavior

• A convergence, where online stopped being about ‘websites’ and started being about experiences

• “Social media is having the disruptive impact that TV did. But on an accelerated timeline.”

– Eric Mower

TRADITIONAL MEDIA SOCIAL MEDIA

One way, brand speaking Two way / a conversation

Focused on the brand Focused on the consumer

Brand in control Consumer in control

Repeating the message Adapting the message

Entertaining Involving

Brand created content User created content / Co-creation

Space defined by Media Owner Space defined by Consumer

Who has time for all this?

• 2nd Law of Social Networking

Why EMA

• Before we show off the tactics, people like to share.

• So we’re not in control.

• Of the brand, the message, of the consumer

• As social media experts, we understand that we’re not in control. But we understand how to use tools to get a little control back.

• http://www.mower.com/crisisready

• Crisis ready EMA Microsite

The tactics

• Facebook has over 500 million members

• 50% of all Canadians have a profile!

Source: http://www.facebook.com/press/info.php?statistics

• Connecting people I already know.

• Facebook is after shoppers through the social graph.

Who is on Facebook?

• There are a lot of brands that are part of the everyday life of people.

• When used right, Twitter can be a goldmine of insights.

• Twitter will be the place where you first hear of a crisis.

• Social bookmarking is the solution to never having to e-mail a link home.

• It’s also a way to prove smarts.

• A continuously updated what’s new section of the website

• YouTube has a vibrant community

• YouTube is the second most used search engine

Location based social networks

• Yelp, FourSquare, Gowalla, and a myriad of other tools are local mobile search engines.

• Users "check-in" at venues, get rewards.

• We’re giving people free stuff at client locations.

• A secure social network for $20 a month

The shift

• Understand customers better

• Whoever they might be.

• I just showed you a bunch of tactics.

• Here’s how those things could work together.

• That’s a digital presence not a website.

• It’s digital real-estate that you have some control over, where people can talk back.

• These places need content.

• And they need content for different parts of the journey.

• So develop a digital strategy whereby your website works with other digital assets.

• Create shareable content (or share content).

• And move people from learner to shopper to buyer.