Slides for Chapter 10 Part B of Web 2.0 and Social Media for Business: Business in a Connected World 3rd Edition, 2016 Dr. Roger McHaney, Dr. David Sachs http://bookboon.com/en/web-2-0-and-social-media-for-business-ebook

1. Web 2.0 and Social Media
Business in a Connected World
© McHaney and Sachs 2016
Social Media Raw

2. Video sharing social media app.
What is Vine?
6 Second Videos
Users can share short videos (up to 6
seconds) that play as looping
segments.
Released in 2012
Vine was initially developed by Dom
Hofmann, Rus Yusupov, and Colin
Kroll in 2012.
Twitter Acquisition
Twitter bought the company for approximately 30 million
dollars. Within three years, Vine had over 200 million active
users.

3. Web page interface
Vine
A user posts a video on Vine’s social network. This video can also easily be shared on
other social media platforms such as Twitter and Facebook. Vine allows users to
search and browse videos posted by others or to see videos grouped by theme and
popularity.

4. Vine Has an Explore Tab

5. Vine for Business
A number of companies have developed 6-second video messages that provide
branding as well as some utility to customers. For instance, Lowes provides a series of
Vine videos that quickly inform consumers how to fix common problems.
John Waghorn suggests using Vine as part of a broader strategy. Consider:
 How the business will communicate with its desired audience;
 Whether a business has the resources to make and upload a series of videos;
 How the videos will tie into the overall brand/business theme.

6.  A large audience – Vine has an audience of over 100 million people
watching videos monthly.
 The next big thing – Using new and trendy social media platforms
gives businesses an appearance of freshness and being ahead of
competition.
 Easy to learn – Vine is both easy to use and easy for customers to
connect with.
 Creates attention-grabbing videos – Videos are fun to create and
provide positive attention. The time investment can be
worthwhile.
 Creates brand awareness – Videos provide education and more
direct information to customer than text transmitted through
Twitter or posted on Facebook.
 Boost sales – Vine can connect back to a Web site or place where
sales can be enacted.
From: Lisa Furgison, Twitter expert
Reasons Vine can Add Power to Twitter

7. Business Uses for Vine

8. Vine Versus Instagram
 Instagram videos can be longer than Vine
allows (e.g. more than twice as long)
 Instagram offers filters
 Instagram adjusts for shaky filming
 Instagram videos can be shared in more
ways (e.g. Tumblr, Facebook or email)
 Vine videos can be embedded into Twitter
 Vine videos can use embed codes for
integration into blogs and WordPress pages
 Vine videos are auto-looping
 Vine lists trending hashtags

9. Takes concept of Tweets & Snapchats one step further. Users broadcast live events via phone.
Periscope and Meerkat
Periscope and Meerkat are competing social media apps vying for the instant video
marketplace. Whereas Vine and Instagram allow users to post recorded video clips on
social media Websites, Periscope and Meerkat stream live video into a social media
environment.

10. Twitter Enters Picture
Meerkat first to appear (February of 2015) but met with competition from Periscope
(March of 2015). Twitter purchased Periscope and integrated it into their social media
platform giving it a huge advantage and a large pool of potential users. At the same time,
it cut off Meerkat’s access to Twitter.

11. Enables Meerkat widget to be added to social media platforms.
Meerkat Embed

12. People are compelled to share via rich media.
Live Streaming Examples
Streaming Lives
Periscope will reveal people walking their dogs,
jogging, cooking, complaining about a hangover,
driving somewhere, watching TV, playing a video
game, or putting on their make-up. Many users are
just looking for someone to talk with and to find
common interests.
Friends and Family
Represents a way to keep in touch with friends in
a more personal way. It might be used by those
separated from loved ones to keep in touch or for
someone to meet new friends.

13. Finding Streams on Periscope
Visual Interface
Periscope provides a visual interface that lists many
of the live streams currently being broadcast.
Map
Periscope’s map tab reveals red circles to indicate
ongoing broadcasts from a location. Blue dots are
recently completed broadcasts. As a user zooms
in, more specific locations are revealed.

14. Live Product Demos
Audiences can benefit from watching a new product launch via live
streaming. Potential customers can interact during the demonstration by
asking questions.
From: Cas McCullough social media expert
Business Benefits Using Life Streaming
Industry News Reports
A business can provide general news related to their industry. This will
provide a sense of connection to interested people, provide exposure and a
sense of relevance to an organization, and give customers insights that
extend beyond a particular company’s offerings.
Connections with Opinion Leaders
Live streaming is a great way to connect with opinion leaders who already
have a voice and audience. These people appreciate representatives from a
company showing up in an influencer’s broadcast, asking interesting
questions, making insightful comments, and sharing with followers.
Publicity
The platform can provide a place where a product can be showcased and
initial public knowledge created for potential customers.

15. Bring Viewers Behind the Scenes
Broadcasts that provide glimpses inside an organization can be enticing
and attract attention. Remember, people using social media want personal
connections and this is a great way to do this.
From: Cas McCullough social media expert
Business Benefits Using Life Streaming
Build a List of Followers
A list of users can be collected by following people watching the live
stream. Over time, an extensive list can be created.
Collect Content During Live Event
Broadcasts can be recorded and then used as raw
material in other multimedia offerings. Blog posts,
informational videos, source material for YouTube
videos and many other items can be created from
material created during the live streams.

16. Permits people to work together over virtual networks.
Trello
Organizer
Social media influenced, collaboration tool useful to people wishing to
organize projects. Can be used as a standalone productivity system.
Social Interaction
Designed in the era of social media and
incorporates many ideas and concepts that
provide value related to interaction.
History
Developed by Fog Creek Software, a
company started in the year 2000 by
Joel Spolsky and Michael Pryor. In
2016, Trello had more than 10 million
users.

17. Boards can be shared and used for interaction as online checklists
Trello is a Set of Boards

18. Anonymous mobile App
Boards Filled with Detailed Cards
Trello is a set of boards. Each board is a list of lists filled with cards.
Cards contain multimedia information about each item in the list.
Teams (or individuals) use
the cards to track activities,
communicate, and
document work. Trello
helps organize, track, and
facilitate projects in a social
media setting

19. Trello Teams
 Trello offers features to facilitate team
creation.
 Teams have administrators and members
with varying levels of access to boards.
 Teams are intended to comprise a group
that may have several projects.
 Projects have members while teams cross
multiple projects.

20. Money and Social Media
Crowdfunding
Raising Capital
Social media can be used as a method of raising capital through collective,
grassroots efforts. This process is called crowdfunding.
Small Amounts Add Up
Substantial amounts of funding
can be acquired by receiving a
small amount of capital from a
large number of individuals.

21. Why Use Crowdfunding?
Presentation Platform
A place to provide artifacts that bring an idea to life for potential
investors.
Validation of Concept
Through social media tools, flaws, missing elements or enhancements
can be discussed and resolved.
Greater Reach
Access to large numbers of potential investors.
Publicity
The platform can provide a place where a product can be showcased
and initial public knowledge created for potential customers.

22. Money and Social Media
Crowdfunding
Raising Capital
Social media can be used as a method of raising capital through collective,
grassroots efforts. This process is called crowdfunding.
Small Amounts Add Up
Substantial amounts of funding can be acquired by receiving a small amount
of capital from a large number of individuals.

23. Three Types of Crowdfunding
 Donation-Based crowdfunding preferred by
those seeking to raise money. Makes sense
because there is no financial return to investors.
 Rewards-Based crowdfunding entices
investors with a reward, typically in the form of
a future product or service yielded by the
process being funded. No financial return for
investor, but rather a gesture of gratitude is
provided. Recipients of funds not obligated to
share future profits, nor are they giving up
ownership shares.
 Equity-Based crowdfunding gives contributors
ownership shares and in the best cases, profits.
Often subject to regulations.

24. Crowdfunding for a new endeavor
Indiegogo Beehive Example

25. Well-Known Crowdfunding Site: Kick Starter

26. Crowdfunding Sites

27. Crowdfunding Sites (Continued)

28. Important to choose correct crowdfunding platform.
Strategic Considerations
Choosing the correct site is a crucial step in this strategy
and that largely depends on the type of project being
funded. Be sure to assess the costs, the rewards, the perks
and benefits for each site.
Indiegogo
sample projects

29. Indiegogo Timeline

30. Kickstarter Categories

31. Kickstarter Project Flow

32. Kickstarter Testimonials

33.  Social applications have emerged for consumers wishing for easy-
to-use, rich media applications that permit them to quickly
interact with peers, anonymous like-minded temporary friends, or
people in close proximity.
 Most of these applications are not central to business social media
plans, but it is important for business planners to realize virtual
environments exist and may exert influence.
 Popular mobile applications in this category include Instagram,
Snapchat, YikYak, Whisper, Tinder, Vine, Meerkat and Periscope.
 Applications like Trello permit social media-based organization of
projects and tasks.
 Social media platforms also provide ideal venues for raising capital
from a large number of small donors. This is called Crowdfunding.
Chapter 10 Summary

34. Contact: Roger McHaney, Kansas State University, mchaney@ksu.edu