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Harnessing the Social Web

An Introduction to Social Media

Not A Technical Toy

“The web is more a social creation than a technical one. I designed it for a social effect - to help

people work together - and not as a technical toy”

- Tim Berners-Lee

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mikestopforth.com cerebra.co.za

Web 2.0 Roadmap

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This Web 2.0 Thing…

Social Media Matters Because…

1. It’s about people, not technology2. It’s about networks3. It means something to your employees and

customers4. It’s the NOW

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mikestopforth.com cerebra.co.za

1. People, Not Technology

“A powerful global conversation has begun. Through the Internet people are discovering and inventing new

ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter faster

than most companies”- The Cluetrain Manifesto (www.cluetrain.com)

The “Trialogue”

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Marketer

Consumer Consumer

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mikestopforth.com cerebra.co.za

What Rupert Says:

“To find something comparable (to Web 2.0), you have to go back 500 years to the printing press, the birth of mass media - which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away

from the editors, the publishers, the establishment, the media elite. Now it's the

people who are taking control”

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2. It’s About Networks

“the value of a telecommunications network is proportional to the square of the number of

users of the system”- Metcalfe’s Law

You need a new measurement!

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Dell Laptops for Africa!

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Lessons From Dell

No publicity is bad publicityEvery mention is an opportunityYour customers are smarter than you thinkYour customers are more networked than you thinkYour customers are more forgiving than you think!

3. Employees And Customers

The Google CV‘Enterprise 2.0’

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4. It’s The Now

Obama – powered by the Web, not advertised on it

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mikestopforth.com cerebra.co.za

mikestopforth.com cerebra.co.za

Online Reputation Management

“The Brand”Proactive approachReactive approach

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Customers As Partners

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Dell Ideastorm

Where To From Here?

ListenEngageSpeak

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