web 2.0 & social media

Social Media & Web 2.0

Dasun Hegoda

Software Engineer

What we are going to talk

What's Web

How Web Work

Why Web

What's Web 2.0

Web VS Web 2.0

Web 3.0


Why Social Media

Classification of Social Media

What we are going to talk

Mobile Social Media

Mobile Social Media Types

Social Media & Business Potential

Social Media Criticisms

Creating A Social Media Strategy

The 5 Ws of Social Content Distribution

Setting Up Platforms

Dos & Don'ts of Social Media

What's Web

What's Web

The World Wide Web or WWW, commonly known as the web is a system of interlinked hypertext documents accessed via the Internet.

With a web browser, one can view web pages that may contain text, images, videos, and other multimedia and navigate between them via hyperlinks.

HyperText Markup Language is the main markup language for creating web pages and other information that can be displayed in a web browser.

What's Web

The Internet is the large container, and the Web is a part within the container.

It is common in daily conversation to abbreviate them as the "Net" and the "Web", and then swap the words interchangeably.

But to be technically precise, the Net is the restaurant, and the Web is the most popular dish on the menu.

Tim Berners-Lee is a British computer scientist, best known as the inventor of the World Wide Web.

How Web Works

How Web Works

Web Server

The term web server can refer to either the hardware (the computer) or the software (the computer application) that helps to deliver web content that can be accessed through the Internet.

The primary function of a web server is to deliver web pages to clients.

The communication between client and server takes place using the Hypertext Transfer Protocol (HTTP). Pages delivered are most frequently HTML documents

Web Browser

A web browser (commonly referred to as a browser) is a software application for retrieving, presenting and traversing information resources on the World Wide Web.

An information resource is identified by a Uniform Resource Identifier (URI/URL).

Hyperlinks present in resources enable users easily to navigate their browsers to related resources.

The major web browsers are Google Chrome, Mozilla Firefox, Internet Explorer, Opera, and Safari.

IP address & DNS

An Internet Protocol address (IP address) is a numerical label assigned to each device participating in a computer network that uses the Internet Protocol for communication.

The Domain Name System (DNS) is a hierarchical distributed naming system for computers, services, or any resource connected to the Internet or a private network

Why Web

Why Web

Online Business Face and Identity

Global Business Reach

Competitive Advantage

Works 24/7

Cheapest Office Space

Competitive Advantage

New Advertising Opportunities

Improved User Experience

What's Web 2.0

Web 2.0

Web 2.0 describes World Wide Web sites that use technology beyond the static pages of earlier Web sites.

Although Web 2.0 suggests a new version of the World Wide Web, it does not refer to an update to any technical specification, but rather to cumulative changes in the way Web pages are made and used.

A Web 2.0 site may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to Web sites where people are limited to the passive viewing of content.

Web 2.0

Examples of Web 2.0 include social networking sites, blogs, wikis, folksonomies, video sharing sites, hosted services, Web applications.

Web 2.0 sites allow users to do more than just retrieve information. Instead of merely 'reading', a user is invited to 'write' as well, or contribute to the content available to everyone in a user friendly way.

Web 2.0 Characteristics

Rich user experience

User participation

Dynamic content

Metadata(data about data)

Web standards

Scalability

Openness, freedom

Collective intelligence by way of user participation

Web 2.0 Usage

Podcasting

Blogging

Tagging

Curating with RSS

Social bookmarking

Social networking

Web content voting

Web 2.0 Technologies

The client-side (Web browser) technologies used in Web 2.0 development include Ajax and JavaScript frameworks such as YUI Library, Dojo Toolkit, MooTools, jQuery, Ext JS and Prototype JavaScript Framework.

Ajax programming uses JavaScript to upload and download new data from the Web server without undergoing a full page reload.

Web 2.0 Technologies

To allow users to continue to interact with the page, communications such as data requests going to the server are separated from data coming back to the page (asynchronously)

On the server-side, Web 2.0 uses many of the same technologies as Web 1.0. Languages such as PHP, Ruby, Perl, Python, as well as Enterprise Java (J2EE) and Microsoft.NET Framework, are used by developers to output data dynamically using information from files and databases.

Web VS Web 2.0

Web VS Web 2.0

Web 3.0

Web 3.0

Definitions of Web 3.0 vary greatly.

Some believe its most important features are the Semantic Web and personalization.

Web 3.0 is where "the computer is generating new information", rather than humans.

The Semantic Web aims at converting the current web, dominated by unstructured and semi-structured documents into a "web of data".

The Semantic Web stack builds on the W3C's Resource Description Framework (RDF).

Web 3.0

Web 3.0


Social Media

Social media has been around since humans began to talk. One of the first signs of human social media was cave wall paintings. Some of the earliest forms of social media were not digital.

Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.

A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.

Social Media

Social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content.

Social media have gone beyond simply social sharing to building reputation and bringing in career opportunities and monetary income

Facebook, Twitter, LinkedIn, Youtube, Instagram

Social Media

Why Social Media

Increase awareness of your brand

Grow trafc to your website

Increase sales of your products

Get feedback on your products and services

Help customers with issues

Connect directly with consumers

People are going online to find what they are looking for

24/7 available

Why Social Media

A small budget can create big results

Global audience

Customer loyalty

Wealthier than an average audience

Most of the social medias are free


Social media technologies take on many different forms including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking. Technologies include blogging, picture-sharing, vlogs, wall-posting, music-sharing, crowdsourcing and voice over IP, to name a few.


Collaborative projects (for example, Wikipedia)

Blogs and microblogs (for example, Twitter)

Social news networking sites (for example, Digg and Leakernet)

Content communities (for example, YouTube and DailyMotion)

Social networking sites (for example, Facebook)

Virtual game-worlds (e.g., World of Warcraft)

Virtual social worlds (e.g. Second Life)


Mobile Social Media

Mobile social media refers to the combination of mobile devices and social media.

This is a group of mobile marketing applications that allow the creation and exchange of user-generated content.

Due to the fact that mobile social media run on mobile devices, they differ from traditional social media by incorporating new factors such as the current location of the user (location-sensitivity) or the time delay between sending and receiving messages(time-sensitivity).


Space-timers (location and time sensitive): Exchange of messages with relevance for one specific location at one specific point in time (e.g., Facebook Places; Foursquare)

Space-locators (only location sensitive): Exchange of messages, with relevance for one specific location, which are tagged to a certain place and read later by others (e.g., Yelp; Qype)


Quick-timers (only time sensitive): Transfer of traditional social media applications to mobile devices to increase immediacy (e.g., posting Twitter messages or Facebook status updates)

Slow-timers (neither location, nor time sensitive): Transfer of traditional social media applications to mobile devices (e.g., watching a YouTube video or reading a Wikipedia entry)

Social Media & Business Potential

Marketing research

Communication company-to-consumer

Sales promotions and discounts

Relationship development and loyalty programs

Social media reach gives wide range of audience across the globe

Quick information dissemination

Large target market opportunity

Social media advertising

Social Media & Business Potential Examples

Facebook, Twitter

Raise awareness through likes and shares

Creating Ads

Fine-tuned Targeting

Discoverable new markets

Offers & discounts

Keep your customers up to date.

Social Media & Business Potential Examples

LinkedIn

LinkedIn Recommendation is the ultimate way to boost your companys credibility and gain new clients.

LinkedIn allows you to make your profile information available for search engines to index.

LinkedIn Groups represent a fantastic opportunity for businesses to network and grow.

Social Media Criticisms

Exclusiveness - danger of social networking sites is that most are silos and do not allow users to port data from one site to another.

Trustworthiness - Readers do not trust it is as a reliable source of information.

Privacy

Reliability

Ownership of social media content

Effects on interpersonal relationships


1 .Do your research

Understand your target market what other sites, apps, competitions, events or information your target market seeking

What is the competition doing?

How are other brands using social media?


2. Create a social media policy for your organisation

What is the main focus of your social media? Fundraising, community building, customer service, information distribution

Who will be responsible for the tone and content?

Do staff post as people or brand?

How do you deal with negative feedback/comments?


3. Choose appropriate platforms & develop a consistent brand across all platforms

4. Develop a content and posting strategy how often? What kind of content?

5. Develop an engagement strategy who will respond and comment on your platforms? Who will go out and comment on others?


6. Connect with your established donors, members, volunteers and staff. They will lead you to more people like them

7. Link your platforms for greater traction

8. Monitor the results and report back internally and externally

9. Do more of what works and let go what doesnt it is all about quality content


Who is your audience?

Who are the people most likely to be interested in your content?

Is there a particular demographic (age, location, income level, experience) that you think would like your content?

Ideally, you will select and share content on social media based on the audience youre hoping to attract.


Where are you sharing your content?

Text, Photos, Videos, Blog posts

How will you choose to tell the story of your content?

Each social post is like a microstory and should be told as a complete package all its own.



Different networks = different audiences

Facebook = works for most everything consumer

Twitter = needs lots of real-time edge / snarky edge most tweets are pretty much gone from consciousness in 45 seconds, unfiltered and requires a LOT of posts to snag lurkers

Google+ = great for SEO, hangouts, tough for engagement Pinterest = best for style, travel, health/fitness and food, gaining traffic strength in other categories



Instagram = really great for brand building / photos short videos no traffic impact yet (no clickthroughs)

LinkedIn = great for job search, finance, money and other B2B content

Dont forget answer sites / communities - If you have a lot of reference content, dont forget communities where people discuss particular topics and provide advice they may already be sharing your content there.



All = Yahoo! Answers,

Travel = TripAdvisor

Technology = Stack Overlow

Books = Goodreads

Joining these communities and being a helpful member can allow you to contribute to the conversation around the content.


When are you sharing it?

Time of day matters.

Most people are active on social media during leisure / down times breakfast, lunch, dinner, primetime, late night, weekends.

Posting content during these windows will increase the chance that your content will be seen and engaged with. If you have a global audience, post at these times around the world.


Why are you doing this in the first place?

Traffic to your site

Customer service

Offers and deals

Starting conversation / relationship building

If you have set goals in mind, youll be better able to plan your content ahead of time.

If you dont have set goals in mind, it makes it much harder to be successful.


Picking platforms where you they manage communication What types of content to do you have? Who is writing the communication? How are you telling them about your communication channels? How can they talk back?

You dont have to be everywhere. Focus on platforms that deliver useful information and use the content you have or can create.


Corporate blog

Facebook page

Twitter account

Tumblr

Instagram

Google+

Pinterest

YouTube


Good Corporate blogs

Update with useful and engaging content for consumers and press alike

Feature rich media content and integrate all external social channels

Tell stories about their brand exceptionally well

Integrate share buttons on their blog

Let people leave comments and feedback.


Good Corporate blogs

http://googleblog.blogspot.com

http://blog.aol.com/

http://blog.stackexchange.com/


Good Facebook Brand Pages

Select their posts based on the likelihood to start conversations

3-5 posts per day if you have content for them

Ask questions and inspire responses

Use Timeline to tell a historical story and cover photo to give your brand a visual edge

Use Facebook tabs to promote their brand and encourage new likes


Good Facebook Brand Pages

Starbucks

Red Bull

Mitsubishi


Good Twitter Brand Pages

Have dene the purpose of your Twitter (communication, support, deals/specials) and the persona behind it - human or robot

Dont tweet too much - 10-15 per day is the sweet spot for most accounts

Respond to people promptly when they reach out

Write compelling calls to action - inspire the next click

Use Twitter for real-time/regular communication


Good Twitter Brand Pages

The Linux Foundation

Mitsubishi Motors

Domino's Pizza


Visual Platforms

Build a content museum curate or create one thing at time

Use each platform meet a slightly different user interest

Drive your content towards a business goal when possible (a page view, a purchase, a signup, a visitor to your store)

Use success to rene your content personas


Good YouTube Channels

Create customized background

Build playlists of your favorite videos

You can now create videos on YouTube without a camera youtube.com/create

Add annotations to your video to encourage people to subscribe

Use video responses when someone asks a question in the comments

Setting Up Platforms What To Listen

As part of your strategy set measurable objectives

Use a tool like Google analytics to analyse where your social media is working, how long people stay on your site, what actions they take etc

Many platforms to measure social media impact

www.twittercounter.com

www.bitly.com

Measure Your Efforts

Multiple Platforms - dont create a single message

Solicit Feedback - dont make questions complicated

Go Behind the Scenes - dont share confidential details

Engage with Clients - dont spam people

Help Others - dont post unnecessary info

Showcase Products - dont be repetitive

Expand Your Reach - dont go hashtag crazy

Build Relationships - dont forget to respond

Setting Up Platforms Summary

Understand Your Audience

Define Your Goals

Research & Listen

Plan Your Strategy

Measure

Not All Social Sites Will Work for You

Integrate What's Right For You

Dos & Don'ts of Social Media

Multiple Platforms - dont create a single message

Solicit Feedback - dont make questions complicated

Go Behind the Scenes - dont share confidential details

Engage with Clients - dont spam people

Help Others - dont post unnecessary info

Showcase Products - dont be repetitive

Expand Your Reach - dont go hashtag crazy

Build Relationships - dont forget to respond

That's it