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![Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com](https://image.slidesharecdn.com/what-next-for-your-web-strategy-1215578445332480-9/75/What-Next-For-Your-Web-Strategy-36-2048.jpg)
![Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com](https://crownmelresort.com/image.slidesharecdn.com/what-next-for-your-web-strategy-1215578445332480-9/75/What-Next-For-Your-Web-Strategy-36-2048.jpg)
Uploaded byDavid Terrar
What Next For Your Web Strategy
The document discusses the evolving landscape of web strategy, focusing on the critical role of social media, user-generated content, and the importance of community engagement in marketing. It highlights the shift towards consumer control and the need for businesses to adapt their communication strategies, emphasizing the decline in trust for traditional advertising. The information is supported by various surveys and references, showcasing the burgeoning influence and participation in social media globally.
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What Next For Your Web Strategy
- 1. What next foryour web strategy? Social media, permission marketing, and the future David Terrar – D²C and WordFrame
- 2. Agenda ShiftHappens! 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
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- 7. Shift Happens! Inthe next 8 seconds….
- 8. 34 babies willbe born 5 in India 4 in China 1 in US not even 1 here Shift Happens!
- 9. Shift Happens! Collegegraduates 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
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- 11. survey was conductedon 17,000 internet users in 29 countries and was completed in March 2008 USA – 100m, China – 61m, UK – 17.8m, France – 12.8m Total – 475m
- 12. What is SocialMedia? people having conversations online
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- 15. 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
- 16. 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 Advertising An Overview - April 2008
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- 20. Who do youtrust? Only 14% of people trust advertisements 78% of people trust the recommendations of other consumers Nielsen “Trust in Advertising” report – October 2007
- 21. New Marketing MeatballSundae: Is Your Marketing out of Sync? – Seth Godin
- 22. Launch and learnFocus groups Community support Customer support Small overhead = low risk Large overhead = stability Innovation a major expense Advertising a major expense Stories Features Fashion Market share Fads Long product cycles Product line limited by imagination Product line limited by factory Permission Spam Permeability between consumers and makers Barrier between consumers and makers Consumer-to-consumer communication Marketing-to-consumer communication Emphasis o vertical success (niches) Emphasis on horizontal success (hits) Countless online retail outlets Limited physical retail outlets Countless media outlets Limited number of media outlets New Marketing Old Marketing
- 23. The Cluetrain ManifestoThere'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.
- 24. 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
- 25. Why build communities?New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
- 26. What is aweb community? An online community is an interactive group of people joined together by a common interest.
- 27. What motivates peopleto 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
- 28. Participation Inequality JakobNielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
- 29. What is ICAEWdoing with ion? http://www.ion.icaew.com
- 30. What is ICAEWdoing with ion? http://www.ion.icaew.com/itcounts
- 31. What is ICAEWdoing with ion? Winning awards: “Best New Web 2.0 Initiative” Web 2.0 Strategies 2008
- 32. Some other examplesSocialMediaToday.com
- 33. What we doBusiness consulting Web strategy Enterprise 2.0 advice and solutions Website design Web publishing Building better web communities “ think Business , not Technology ”
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- 35. 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
- 36. Contact details DavidTerrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com