Topics inTechnology and Marketing

Web 3.0: Social Media

The Third Wave

Web 1.0

“Digital Billboard”

Static content

Passive consumption

Unidirectional messaging

Undifferentiated content

Techies Only

HTML

CSS (formatting)

Javascript (browser control)

Web 2.0

“Digital Direct Mail”

Dynamic content

Interactive

Unidirectional messaging

Personalized content

Mostly Techies

PHP (variable content)

MySQL (database)

Web 3.0

“Digital Conversation”

Content creation

Interactive

Multi-directional messaging

Original content

Anyone

Social media platforms

4 characteristics

Inclusive – anyone, anywhere can: Create content

Share content

Participate

Intuitive platforms - no tech skills required

Accessible – password protected content is rare

Feature-rich – platforms enable feedback, voting, comments and sharing information

Free

Interact with content and other participants

Always changing – frequently updated

4 characteristics

Unrestricted – content and interaction cannot be controlled Any ability to lead the conversation derives from the authority the community has bestowed

Authority – respect – is earned through participation and demonstrated expertise

Passionate - communities form around sharing a substantial interest in a common topic

Social media field guide

9 basic species of social media

Social networks - allow people to build personal web pages and then connect with friends to share content and communication LinkedIn, MySpace, Facebook

Blogs - online journals, with the most recent entries appearing first Wordpress, Blogger

Wikis – web pages that people can add to or edit, acting as a communal document or database Wikipedia, AboutUs

Social media field guide

Podcast – recorded audio and video files available by subscription, through services like Apple iTunes

Livecasts – live audio and video “shows” uStream.tv, Justin.tv, Skype

Review sites – platforms dedicated to allowing customers to provide product/services/business reviews Epinions, Yelp

Forums – support online discussion, often around specific topics and interests Yahoo! Answers

Social media field guide

Content communities - communities which organize and share particular kinds of content Flickr, del.icio.us, YouTube, Scribd

Microblogs - social networking combined with bite-sized blogging, where small amounts of content (“updates”) are published Twitter, Identica

Citizen Kane is rolling in his grave

“Freedom of the press is limited to those who own one.”

A. J. Liebling (1904 – 1963)

Not any more!

Today anyone can: Create content

Distribute content

Monetize content

Citizen Kane is rolling in his grave

Today everyone is a media participant World no longer divided between producers and consumers

“Arab Spring”, anyone?

There's a place for everyone Communities defined by common interests, not geography

Influence and authority can be earned by anyone: With knowledge

Willing to create content

Willing to share content

Willing to participate

A little about LinkedIn

LinkedIn is a social network for professionals Facebook for adults

3 basic features Build a network of professional colleagues

Find and interact with other professionals

Allow yourself to be found

Nothing to it – right? Complete your profile

Invite those you know to connect

Accept invitations from others

What makes LinkedIn special?

Visibility into others' networks

What makes LinkedIn special?

The power of exponential network growth

8

24

Adds 40 to network

What makes LinkedIn special?

The power of exponential network growth

My LinkedIn network

1st Degree connections: 1,017

2nd Degree connections: 386,800+

3rd Degree connections: 9,842,300+

Connecting with me gets you visibility to 387,817+ professionals...

What makes LinkedIn special?

Search for: People

Companies

Groups

Answers

Questions?