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Chapter9c McHaney 2nd edition

  1. Chapter 9: Social Buzz and Viral Phenomena: Part C Web 2.0 and Social Media for Business 2nd Edition Roger McHaney, Kansas State University
  2. Tumblr Tumblr refreshes the medium of the blog and renews it with a better format, centraliz ed management, a nd higher levels of interactivity.
  3. Tumblr • Does not require posting media on other sites (for instance no need to post on YouTube and embed video in a blog entry) • Allows material to be uploaded directly from a number of sources including mobile devices
  4. Tumblr• Fills the gap between Twitter‟s microblogging features and Facebook‟s overarching social media capabilities. • First launched in April, 2007 • Grown to nearly 50 million blogs with over 18 billion posts • 85% user retention rate and over 13 billion views per month
  5. Tumblelogs 5 Tumblr populated with tumblelogs. These „blog entries‟ may take the form of a stream of Tweets Entries also may appear as multimedia blog entries Many people use a tumblelog to represent a personal view of their lives (like an online diary or journal) Tumblr users can follow each others' blogs and restrict viewers with privacy settings
  6. Tumbler for Business 6 Not traditionally envisioned for business use Poor choice for many industries Banking, financial services and those seeking to develop a traditional business reputation might not find the „flash and glitter‟ of Tumblr compatible with business objectives
  7. Tumbler for Business (con‟t) 7 Excels in business seeking fast paced, social network optimized for quick consumption Best with multimedia Mainly concerned with photos, videos, quotes and questions Members known for being edgy, artistic, and inspirational
  8. Example Tumblelogs that Work! 8
  9. Tumblr Users 9 • Easy for users to find and view material on mobile devices • Offers minimal customization options • Does not permit self-hosting • Most businesses view Tumblr as supplement to primary Web site • Ideal for reaching user demographic hard to contact via print media • Tumblr‟s demographic is under 34 years old and mobile device users • Organizations find coupons, product information, sales notices, and other material. All are shared among users on Tumblr
  10. Pinterest • Social media Web site designed so users can organize and share images and videos • Shared media are called Pins and typically organized into Pin Boards • Pin Boards generally relate to a theme and can be followed by other Pinterest users • Content can be RePinned, Liked, and shared • Users follow each other as well as specific Pin Boards • Like Tumblr, Pinterest is visually-oriented and suited for use on mobile devices • Pinterest opened for beta use in 2010, making it a young and rapidly growing site 10
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  12. Pinterest (con‟t) Users pin interesting items they find on the Web (or that they create for themselves) Community aspect becomes important as individuals rely on others with similar interests to help find new relevant items Popular in areas where a visual component is important Often is used for interior design, art, fashion, recipes, food, cake decorating, and shopping. Businesses benefit because traffic is driven to their Web sites Users communicate by reposting content, sharing pins on Facebook, tweeting pins, or embedding Pinterest material on blogs 12
  13. Foursquare and Location Based Services Location-based mobile platforms enable users to “check in” via a smartphone app and share their location and other details with friends and businesses. 14
  14. Location Based Services (LBS) Seen as the next big area for business expansion with more than six billion mobile users in the world. 15 Almost 20% of mobile device owners already use LBS, creating a huge untapped market. Popular LBSs include Foursquare, Yelp, and Living Social. TNS Global
  15. Login and Work Behind the Scenes Foursquare creates competition between users by encouraging them to earn points and badges for leaving tips, information, and photos of their current location. Other use this information to create to-do/to-go-to lists. Merchants and brands leverage Foursquare presence by offering specials and VIP information to users
  16. Foursquare Facts Foursquare is a young company, founded in 2009 by Dennis Crowley and Naveen Selvadurai. Over 20 million users as of June 2012.
  17. Foursquare User Activities
  18. Foursquare Badge Examples Plenty of themes---custom, free, or premium (cost) exist Badges are sponsored by organizations, send users messages and give bragging rights.
  19. Foursquare for Business Foursquare specifically designed for business use. Software allows businesses to find, interact with, interest, reward, and retain customers Businesses control and personalize their venue and have access to user traffic, comments, and other statistics Businesses can create specials to reward loyal customers using Foursquare services Business have access to free data services to better understand customers
  20. Foursquare‟s Business Model • Foursquare charges a nominal fee for creating badges • Fees based on business size and other factors • Seeks to evaluate partnerships and form mutually beneficial agreements with particular interest in helping new and small businesses • Provides free data analytics including customer demographics (male to female ratio, regular customers); time-related statistics (check in times); and information comparing customer check in to loyalty program memberships • Working to create more powerful data analytics to provide more customer information for businesses
  21. Foursquare Business Activities
  22. Foursquare Special Offer Example
  23. End of Chapter 9 Part C Web 2.0 and Social Media for Business 2nd Edition
  24. Slide Media from: 4416 S. Technology Dr Sioux Falls, SD 57106 Slides Prepared by Professor Roger McHaney Kansas State University Twitter: @mchaney Blog: Email :