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Web2.0 and Social Media leading to Inbound Marketing 2014
The document discusses the evolution from Web 1.0 to Web 2.0, highlighting the transition in social media and organizational communication. It emphasizes the shift from traditional marketing to interactive and user-driven content, as well as the impact of consumer-generated media. The author's professional background includes international management, speaking engagements, and contributions to social media and change management insights.
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Web2.0 and Social Media leading to Inbound Marketing 2014
- 1. A 2013 Introductionon how all started from Web1.0 to Web2.0 and where Social Media Stands in 2013 LUKAS RITZEL Check as well the WIKI to support this and more at http://ggsb-jan13.wikispaces.com/home More about LOT at www.about.me/lritzel
- 2. • Professional Details: • Has been in international management since over 20 years, has done workshops, keynote speeches and presentations in 40++ countries in 4 languages. Has lectured at more than 20 Universities in different countries. Has been on National Thai TV on creativity in organizations • In 2010: Invited to speak at TEDx event in Switzerland, May 10, contributed to a book on CM and Social media from U21 University Singapore; won a price with IMI website as one of the most relevant business websites of Switzerland in 2010. Created an award winning crowdsourced iPhone apps in 2010 • Worked during the last 8 years with some of the Swiss Hotel Management Schools in all Web Strategies, Marketing and ICT • Specialty Knowledge in Asia related matters – marketing, management, cultural understanding • Further; Co-founder of Change Management consulting company Prasena , this company got in 2004 the Purple Cow award of companies who "make a difference" from marketing guru Seth Ghodin of the FAST company. • Guest lecturer at Grenoble School of Business at MBA level in management, world ranked no3 • coInventor of eMatrix (drivers of new economy of change) • Lectures in Marketing, Organization Consulting, ICT, Management of Change & Learning Organizations • Has been speaker (in real as well as virtual) at many international conferences, selected presentations can be seen at www.slideshare.net (200’000 views on ematrix presentation) • Recent clients are Wirtschaft Informatik Beratung, SIKA, Bank COOP, CityConnect, Grenoble Graduate School of Business, Aqua-Terra, SSA, EchoTrails, GS1 and consulting of 10+ KMU’s in Lukas Ritzel, Swiss, edcuation & inbound marketing , web 2012 strategies
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- 7. Web1.O Search engine NOTby the people but by experts Search engine NOT by the people but by experts
- 8. Web 1.0 wasfor specialists, for huge servers and its creators pushed what is good for us Aol 90% of us internet Google tells us what is top and flop Corporate websites (one student stated in the zoomerang survey, that he would not believe in websites since they are just marketing brochures) This is Web1 and the basis of web 1 was some clever people who build websites and fed it with content for the others to use, this is the same as business, politics and most of all schools have functioned for the past 100s of year WHY, it was always based on the idea that the crowd is stupid
- 9. Simple Corporate Websites PUSH push push
- 10. Note: Design Awarded http://web.archive.org/web/20110308030637/http://prosche.com/
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- 12. What a differenceof where we are today http://www.nh-hotels.com/winter-holidays/
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- 14. Latest done forXhavit Bajrami Most recent website done for a friend by the author of these slides http://bajrami.ch/
- 15. The „first“ webwas one way
- 16. Traditional HR mindsetcreated the inital Web (1.0)
- 17. But then firstvery slow Something started to change the Web as we knew it
- 18. People like JawedKarim at the Zoo started a new understanding http://www.youtube.com/watch?v=jNQXAC9IVRw
- 20. Effective networks are: • Decentralized • Distributed • Dynamic • Democratic
- 21. Applying Web2.0 toan organization was feared at first • Organization chart – Transparency – Trust – Empowerment – Loosing control • Staff handbook update needed (fb) • Eventually even will influence the vision and mission statements
- 22. 360 degree change http://www.porsche.com/microsite/facebook/international.aspx http://www.porsche.com/microsite/facebook/international.aspx and click
- 24. Killer Applications in its Historic context • Life Journal/ 99 • Hot or Not/ 00 • Wikipedia/ 01 • Friendster/ 02 • Del.icio.us/ 03 by Yahoo • Flickr/ 04 by Yahoo • You Tube/ 05
- 25. Slow start in2005 But thanks to secondary technologies: Broadband at homes, Macromedia flash 7, Digital cameras are mainstream, Internet gets cheaper In 2004 Vdo clip culture emerges (famous timberlane jackson insidence http://www.youtube.com/watch?v=ItjFQA-2jCs ) And first important vdo clip only on digicam from mobile phone goes all around the world because cnn and bbc were just not there to film http://www.youtube.com/watch?v=ufe1WjYnCrs
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- 27. Going together withanother trend
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- 29. Huge viral success,BIG idea http://www.adweek.com/adfreak/20-most-viral-ads-2012-so-far-140576?page=2
- 30. To a smallbut GOOD idea http://youtu.be/WxfZkMm3wcg "Web 2.0" in just under 5 minutes. http://mediatedcultures.net
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- 33. Killer social mediaapp 2010 TWEET
- 34. What Twitter THOUGHTto be http://youtu.be/ddO9idmax0o
- 35. To what TWITTERis NOW to the world http://youtu.be/4AN4_N5N52U
- 36. What was theturning point for Twitter?
- 37. In 2011 #egypt The top hashtag was "moscow," which became a city of protest after contentious election results saw more and more people call for fair elections and an end to Vladimir Putin's control of Russia. Other entries on the list include "freedom," which was used in everything from tweets about the Fourth of July to those about Bahrain, and "what i miss most," a hashtag that encourages its users to get nostalgic and reflect on what they miss from their younger years.
- 38. And what goeson right now? Use Presentation Mode to view, Click this header to give mouse control back to PowerPoint, change slide, etc . © SAP 2009 / Page 38
- 39. And as wellin 2010 in Egypt and before Iran, even China This is a preliminary result of the network of retweets with the hashtag #jan25 at February 11 2011, at the time of the announcement of Mubarak's resignation. If you retweeted someone, or has been retweeted, it is possible that your username is in this network. http://youtu.be/2guKJfvq4uI
- 41. Facebook killer? http://youtu.be/kiqDr7CFmZQ
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- 43. What is theKiller 2011? http://pinterest.com/lukasritzel/
- 46. The Impact ofConsumer Generated Media (CGM)
- 49. The development ofNEWS from web1 to web2 Newsvine is a social news site set up like a newspaper. In addition to allowing users to submit, vote for, and comment on articles, Newsvine also allows users to write their own articles and create their own news columns. http://www.newsvine.com/
- 50. The Power ofSocial Media
- 51. The voice ofthe internet
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- 53. Lucidending made somedeeply moving, motivational and inspirational statements. He made thousands of readers look at life in a different perspective. He was the reason for an enormous outporing of emotion and love from complete strangers.
- 54. In the Badas well as in the Good http://goo.gl/2AOiW
- 56. Visual is thenew TEXT Condom brand Durex posted a risque bit of post-election analysis in China,using its account on Sina Weibo, a Chinese microblog. The post features a picture of a smiling Michelle Obama holding her two hands widely apart, as if measuring the size of something. In another photo below, a less happy Ann Romney glumly holds up one small finger. The Mandarin-language caption says it all: "The difference between Obama and Romney is...“ The UK-based condom manufacturer is number one in the industry with 34% market share across 130 countries. Sure, sex sells, but how does Durex sell such a taboo product in foreign countries? All jokes aside, Durex is sure to play it safe. The company developed an internal platform for its marketers from different countries to connect and discuss the brand's presence overseas. Anna Valle, head of global marketing for Durex, said of the online community, "It will help us to share the global vision, to engage, and be more consistent." Discussion among marketers fuels localized campaigns with an overarching brand personality -- risque. For example, check out this recent image Durex shared on Sina Weibo after President Obama had been re-elected. (Fair warning: if you don't like raunchy and/or political humor, don't click.) 12 hours after being posted, the image was forwarded 43,000 times with over 12,000 comments.
- 57. The Power ofSocial Created Content not only Text Watch as of Time 2.48 photosync http://www.ted.com/index.php/talks/view/id/129
- 60. Social Media in3 min (and as well a perfect sample to wake up your management) http://goo.gl/7qiC
- 61. Similar story –bad ending
- 62. Cool Jeans –Killer Jeans
- 63. The Community vsVersace
- 64. What does thatall mean? • The days of old fashion push marketing is gone • The concept of static information, books, brochures, articles, even images and simple websites is outdated • All such is transferred into kind of interactive knowledge flow. The user chooses himself what he wants to know about any product – with or without your (corporate) help • Corporate communication becomes informative, comparative, experiencable and edutaining
- 65. Re- branding web2.0 •Today we rather speak on a technical term Web2.0 • But as a trend or a new channel we use the term SOCIAL MEDIA • But then again like Apples „i“ all becomes 2.0 cars, countries, travel...
- 66. The customer shiftis happening now – Why? http://youtu.be/5mid8p4A6Eg
- 67. The End LUKAS RITZEL Checkas well the WIKI to support this and more at http://ggsb-jan13.wikispaces.com/home More about LOT at www.about.me/lritzel