Lecture for grad students at the Copenhagen Business School, September 2009.

1. Social and anti-social media
Web 2.0
Cult of the amateur
From street cred to conversion
Eric Reiss
Copenhagen Business School
Copenhagen, Denmark

2. What is Web 2.0?

3. “Web 2.0 is the business revolution
in the computer industry caused by
the move to the Internet as platform,
and an attempt to understand the
rules for success on that new platform.”
Tim O’Reilly

4. (We didn’t understand it either)

5. Growth of the web
Static sites = 1-way communication
Web apps = 2-way communication
Social apps = many-way communication

6. The three sides of Web 2.0
Technical (AJAX, RIA)
Content (user-generated content)
Ability to embrace the “long tail”
Top 2.0 apps:
Wikipedia (knowledge sharing)
Blogger (opinion sharing)
Twitter (microblogging)
Digg (social bookmarking)
Flickr (image sharing)
YouTube (video sharing)
Facebook (social networking)

7. The long tail / tall neck
Sales volume or value
Tall neck
Long tail
Products ranked by popularity

10. Wiki
Content collection that can be edited by anyone
using very simple markup language.
Hawaiian word for “fast”
Used for intranets and KM tools
Less dangerous than many think
Public-access wikis are usually self-healing
within minutes
Only slightly more errors in Wikipedia than
Encyclopedia Britannica (says the Observer)
Errors in print live for a full edition (i.e. years)

14. Blog
Weblog
Coined by Peter Merholz “We Blog” (1999)
According to Dave Weinberger:
“In the future, everyone will be famous to 15 people”
Popular platforms:
WordPress
Blogger
Moveable Type
Given rise to interesting navigational form:
tag clouds

16. Four types of blogs
Blogs are short-form journals
Notebooks feature longer pieces of focused
content
Filters are focused on links
Microblogs are the SMS of online

17. Blog

18. Notebook

19. Filter

20. Microblog

21. Whyblog?
Create buzz
Lower communications barriers
Build trust through openness

22. Social bookmarking
Share references, not actual media
All tagging is done by humans, not spiders
Builds collective intelligence
Better, more accurate results
But no standard keywords
every man for himself...

29. Goals of SEO (the bad reasons)
Get to the top of Google
Get a zillion hits

30. Goals of SEO (the real reasons)
Get properly indexed by:
Google
MSN
Yahoo!
Specialized search engines
Turn up in relevant searches
Get people to click on your site first

31. Let’s kill two myths about SEO
Forget keyword density. You cannot bore your
visitors into buying your product.
Forget page rank. In theory, you want to be the
only page that turns up for a specific search.

32. Four keys to SEO
Write worthwhile content
Build shared references
Answer questions
Create value
Write relevant metadata
Title
Keywords
Description
Alt text for graphics
Write clean code
<h1>Headline tags</h1>
<p>Call to action closing paragraphs</p>
Close “if” and “while” statements
Get listed:
Open Directory
Yahoo!
LookSmart

34. Media sharing
Shares media, not just references
Usually refers to photos, graphics, video
Can also share word-based documents
Comments and ratings
Builds collective user value
Now building closer links to other tools
e.g. Flickr and Twitter

37. Social networking / communities
Ego as focus (social networking)
LinkedIn
Xing
Orkut
Facebook
Myspace
Friendster
Netlog
CyWorld
Ego as member (community)

42. Source: Peter Van Dijck

43. Source: Le Monde, 2007

44. Stuff to consider...
Center on language, not on land
Standardize, then localize
Users of the same service are not necessarily
the same
One car, two drivers
The world is regional, not national
Incredibly inspired by Peter Van Dijck

45. Why doesn’t business believe us?

46. 1980
Then Now

47. 1980
Then Now
“Dress for success” “Personal image
is everything”
“Work hard, feel proud, “Work hard, feel tired,
get ahead.” miss out.”
“Employers are “Employees are
to be respected.” to be respected.”
“I’m loyal.” “I’m a
free agent.”

48. Fundamentals of change management

49. Why
What
How

50. So if we do want to use these tools,
what’s holding us back?

51. Time.
Money.
Fear.
Stupidity.

52. Traditional marketing vs. SMM
Then Now
Demographics Behavior
We controlled the message Our customers create
the buzz
We asked our customers Our customers are having
what they thought a conversation with our brand
We dictated We serve

53. Customer service is the new marketing

54. Is there a secret to success?
YES!

55. Have authentic conversations
Think of technology like blogs, forums, and
discussion boards as amplifying customer opinion
rather than improving it.

56. 10 steps to authenticity
1. Don’t wait for conversation: Initiate it
2. Publish the real story of your company or organization
3. Publish your views on privacy and support (define your
relationship)
4. Listen, internalize, and respond thoughtfully.
5. Help people learn about your product at their own pace
6. Make feedback a top priority (make it easy to provide)
7. Form a partnership with your customers (work with them)
8. Make authentic conversations a part of the culture
9. Anticipate and act on change
10. Hire a community manager
Source: Joshua Porter

57. 10 greatest SMM mistakes
1. Lying (Karen video, Arla blog)
2. Ignoring (Dell Hell)
3. Denying (openly refusing to acknowledge a problem)
4. Arguing (corporate discussion boards)
5. Hyping (blatant promotion)
6. Gaming (padding ratings)
7. Hiding (no clear points of contact)
8. Hating (unwillingness to engage)
9. Censoring (removing negative comments)
10. Failure to embrace SM
Source: Eric Reiss

58. You can (usually) find Eric at:
The FatDUX Group ApS
Strandøre 15
DK-2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
Twitter: @elreiss
er@fatdux.com
www.fatdux.com