Web2.0 and Social Media leading to Inbound Marketing 2014

LUKAS RITZEL

A 2013 Introduction on how all started from Web1.0 to Web2.0 and where Social Media Stands in 2013

Check as well the WIKI to support this and more athttp://ggsb-jan13.wikispaces.com/home More about LOT at www.about.me/lritzel

Lukas Ritzel, Swiss, edcuation & inbound marketing , web strategies

• Professional Details: • Has been in international management since over 20 years, has done workshops, keynote speeches

and presentations in 40++ countries in 4 languages. Has lectured at more than 20 Universities in different countries. Has been on National Thai TV on creativity in organizations

• In 2010: Invited to speak at TEDx event in Switzerland, May 10, contributed to a book on CM and Social media from U21 University Singapore; won a price with IMI website as one of the most relevant business websites of Switzerland in 2010. Created an award winning crowdsourced iPhone apps in 2010

• Worked during the last 8 years with some of the Swiss Hotel Management Schools in all Web Strategies, Marketing and ICT

• Specialty Knowledge in Asia related matters – marketing, management, cultural understanding

• Further; Co-founder of Change Management consulting company Prasena , this company got in 2004 the Purple Cow award of companies who "make a difference" from marketing guru Seth Ghodin of the FAST company.

• Guest lecturer at Grenoble School of Business at MBA level in management, world ranked no3• coInventor of eMatrix (drivers of new economy of change) • Lectures in Marketing, Organization Consulting, ICT, Management of Change & Learning

Organizations • Has been speaker (in real as well as virtual) at many international conferences, selected

presentations can be seen at www.slideshare.net (200’000 views on ematrix presentation)• Recent clients are Wirtschaft Informatik Beratung, SIKA, Bank COOP, CityConnect, Grenoble

Graduate School of Business, Aqua-Terra, SSA, EchoTrails, GS1 and consulting of 10+ KMU’s in 2012

OROR

http://www.wefeelfine.org/

http://youtu.be/Y0pPfyYtiBc

Web1.O

Search engine NOT by the people but by experts

Web 1.0 was for specialists, for huge servers and its creators pushed what is good for us

Aol 90% of us internet Google tells us what is top and flopCorporate websites (one student stated in the zoomerang survey, that he would not believe in websites since they are just marketing brochures)

This is Web1 and the basis of web 1 was some clever people who build websites and fed it with content for the others to use, this is the same as business, politics and most of all schools have functioned for the past 100s of yearWHY, it was always based on the idea that the crowd is stupid

Simple Corporate Websites

PUSH push push

Note: Design Awarded

http://web.archive.org/web/20110308030637/http://prosche.com/

http://archive.org/web/web.php

What a difference of where we are today

http://www.nh-hotels.com/winter-holidays/

Or thishttp://ala.ch/

Latest done for Xhavit BajramiMost recent website done for a friend by the author of these slides http://bajrami.ch/

The „first“ web was one way

Traditional HR mindset created the inital Web (1.0)

But then first very slow

Something started to change the Web as we knew it

People like Jawed Karim at the Zoo started a new understanding

http://www.youtube.com/watch?v=jNQXAC9IVRw

Effective networks are:

• Decentralized• Distributed• Dynamic• Democratic

Applying Web2.0 to an organization was feared at first

• Organization chart– Transparency– Trust– Empowerment– Loosing control

• Staff handbook update needed (fb)• Eventually even will influence the vision

and mission statements

360 degree change

http://www.porsche.com/microsite/facebook/international.aspx and click

http://www.porsche.com/microsite/facebook/international.aspx

Killer Applications in its Historic context

• Life Journal/ 99• Hot or Not/ 00• Wikipedia/ 01• Friendster/ 02• Del.icio.us/ 03 by Yahoo• Flickr/ 04 by Yahoo• You Tube/ 05

Slow start in 2005

But thanks to secondary technologies: Broadband at homes, Macromedia flash 7, Digital cameras are mainstream, Internet gets cheaper

In 2004Vdo clip culture emerges (famous timberlane jackson insidence http://www.youtube.com/watch?v=ItjFQA-2jCs )And first important vdo clip only on digicam from mobile phone goes all around the world because cnn and bbc were just not there to filmhttp://www.youtube.com/watch?v=ufe1WjYnCrs

http://www.youtube.com/watch?v=gOLbERWVR30

Going together with another trend

VIDEOS

Huge viral success, BIG idea

http://www.adweek.com/adfreak/20-most-viral-ads-2012-so-far-140576?page=2

To a small but GOOD idea

http://youtu.be/WxfZkMm3wcg "Web 2.0" in just under 5 minutes.http://mediatedcultures.net

A Swiss Idea

http://youtu.be/dKDIT3XryOY

The Video Revolution

http://youtu.be/0LTPTt1wT3Y

TWEETKiller social media app 2010

What Twitter THOUGHT to be

http://youtu.be/ddO9idmax0o

To what TWITTER is NOW to the world

http://youtu.be/4AN4_N5N52U

What was the turning point for Twitter?

In 2011 #egypt

The top hashtag was "moscow," which became a city of protest after contentious election results saw more and more people call for fair elections and an end to Vladimir Putin's control of Russia.

Other entries on the list include "freedom," which was used in everything from tweets about the Fourth of July to those about Bahrain,

and "what i miss most," a hashtag that encourages its users to get nostalgic and reflect on what they miss from their younger years.

And what goes on right now?Use Presentation Mode to view, Click this header to give mouse control back to PowerPoint, change slide, etc .

© SAP 2009 / Page 38

And as well in 2010 in Egypt and before Iran, even China

This is a preliminary result of the network of retweets with the hashtag #jan25 at February 11 2011, at the time of the announcement of Mubarak's resignation. If you retweeted someone, or has been retweeted, it is possible that your username is in this network.

http://youtu.be/2guKJfvq4uI

Facebook killer?

http://youtu.be/kiqDr7CFmZQ

Facebook vs Google+

What is the Killer 2011?

http://pinterest.com/lukasritzel/

The Impact of Consumer Generated Media (CGM)

http://www.newsvine.com/

The development of NEWS from web1 to web2

Newsvine is a social news site set up like a newspaper. In addition to allowing users to submit, vote for, and comment on articles, Newsvine also allows users to write their own articles and create their own news columns.

The Power of Social Media

The voice of the internet

But then again..

Lucidending made some deeply moving, motivational and inspirational statements. He made thousands of readers look at life in a different perspective. He was the reason for an enormous outporing of emotion and love from complete strangers.

In the Bad as well as in the Good

http://goo.gl/2AOiW

Visual is the new TEXTCondom brand Durex posted a risque bit of post-election analysis in China,using its account on Sina Weibo, a Chinese microblog.The post features a picture of a smiling Michelle Obama holding her two hands widely apart, as if measuring the size of something. In another photo below, a less happy Ann Romney glumly holds up one small finger.The Mandarin-language caption says it all: "The difference between Obama and Romney is...“

The UK-based condom manufacturer is number one in the industry with 34% market share across 130 countries. Sure, sex sells, but how does Durex sell such a taboo product in foreign countries? All jokes aside, Durex is sure to play it safe. The company developed an internal platform for its marketers from different countries to connect and discuss the brand's presence overseas.Anna Valle, head of global marketing for Durex, said of the online community, "It will help us to share the global vision, to engage, and be more consistent." Discussion among marketers fuels localized campaigns with an overarching brand personality -- risque. For example, check out this recent image Durex shared on Sina Weibo after President Obama had been re-elected. (Fair warning: if you don't like raunchy and/or political humor, don't click.) 12 hours after being posted, the image was forwarded 43,000 times with over 12,000 comments.

Watch as of Time 2.48 photosync http://www.ted.com/index.php/talks/view/id/129

The Power of Social Created Contentnot only Text

Social Media in 3 min(and as well a perfect sample to wake up your management)

http://goo.gl/7qiC

Similar story – bad ending

Cool Jeans – Killer Jeans

The Community vs Versace

What does that all mean?• The days of old fashion push marketing is gone• The concept of static information, books,

brochures, articles, even images and simple websites is outdated

• All such is transferred into kind of interactive knowledge flow. The user chooses himself what he wants to know about any product – with or without your (corporate) help

• Corporate communication becomes informative, comparative, experiencable and edutaining

Re- branding web2.0• Today we rather speak on

a technical term Web2.0• But as a trend or a new

channel we use the term SOCIAL MEDIA

• But then again like Apples „i“ all becomes 2.0 cars, countries, travel...

The customer shift is happening now – Why?

http://youtu.be/5mid8p4A6Eg

LUKAS RITZEL

The End

Check as well the WIKI to support this and more athttp://ggsb-jan13.wikispaces.com/home More about LOT at www.about.me/lritzel