1. An introduction to Marketing 2.0
Bill Daring, CEO
KMP Interactive Marketing & Technology

6. Our world is changing

8. Social Media Grows Up
Nearly half of the online adult population
around the world is a member of at least one
networking site, with Facebook and MySpace
between them housing over 170 million
monthly active users.
VNU.net

9. Wave 3 Social Media Stats
• 248m upload photos
• 394m watch video clips online
• 216m download video
• 346m read blogs
podcasts
• 321m read personal blogs
• 215m download podcasts
• 307m visit a friend's social
• 184m start their own Blog
network page
• 83m upload a video clip
• 303m share a video clip
• 160m subscribe to an RSS
• 272m manage a profile on a
feed
social network
(According to Wave.3 Social Media Tracker - Universal McCann)

11. Web 2.0 doesn't refer to a change in technical
spec, but changes in the ways software
developers and end-users use the web

12. Web 1.0 vs Web 2.0
Personal websites = Blogging
DoubleClick = Adsense
Screen scraping = Web services
Publishing = Participation
Stickiness = Syndication
Directories (Taxonomy) = Tagging (“Folksonomy”)

13. Real Simple Syndication
RSS

15. So what is Marketing 2.0?

16. Buzz monitoring
Virtual worlds
Semantic web Blogs
User Generated Content
News aggregators
Forums
Social Media Release
Social bookmarks
Live casting
Microblogging (Twitter)
Search optimised releases
Social Networks
Video sharing
Podcasting
Photo sharing

17. Marketing 1.0 is all about controlling the
message and then broadcasting it
Marketing 2.0 encourages transparency and
participation in social networks and
communities to spark and manage
conversations

18. The influence of blogs

22. Journalists use blogs
Over 75% of reporters see blogs as helpful in story ideas
21% of reporters spend over an hour per day reading blogs.
57% of reporters read blogs at least 2-3 times a week.
Source : Brodeur/Marketwire- Jan 2008

24. More th>n lost 17% sales

25. Social Networks

31. Photo and video sharing

38. Geo-location mash ups

44. Case Studies

45. Twitter is a free micro-blogging service that allows users to
send quot;tweetsquot;; of up to 140 characters long to the Twitter
website, via mobile phone (SMS), instant messaging, or a
third-party application such as Twitterrific or Facebook.

47. Special Twitter-only offers directs followers to a web page
www.delloutlet.com/twitter.
The promotion will appear only for the offer time -
typically until 11:59pm that evening.
After that point, visitors are invited to become followers
of Dell Outlet on Twitter.

48. Second Life
The God Delusion story

50. Random House purchased an island on Second life
Lunched Richard Dawkins – The God Delusion
On the fourth day God arrived with a band of angels
Six major national newspapers covered the story

53. Research highlighted specific customer demands:
• A clearer contract
• Satnav/GPS
• Enhancements to the loyalty programme

54. A clearerWhat happened next?
Satellite Navigation
contract
Aston Martin loyalty incentive

56. Since launching its blog in January
2007, Avis’s approval at 1% p.a.
In a sector growing
ratingUK isincreased by 200%of more
Avis has achieving growth
eclipsing that of Hertz, one
than 10%.
of its main competitors.

57. The Social Media Release

58. What is a Social Media Release
• Allows you to write search and semantically optimised
news releases for syndication to news aggregators, social
media sites, social bookmarks, search engines and directly
via RSS feeds
• Share media assets and create social networks
• PR Agencies can run a stable of PressRooms for their clients

60. Information Flow
Person
receives/finds
release
Search
Engines / News
Aggregators
Social
Media
Person uses
Release
SMR content
to start
conversations
Social
Media
Spaces
PressRoom
Tracking

61. E mail targets
Social Media Release
Social links
Social Bookmarks
Media sharing
News Aggregators
aggregators