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Don’t aim at creating WOM. Aim to exceed & disrupt expectations. LEARNINGS FROM #w2e San Francisco 2009 @jussisolja / jussisolja.com @DaGood / danielgoodall.com @r2r0 / artojoensuu.com @anssimakela / anssimakela.com @Jussipekka / erkkola.net

Learnings & buzz from Web 2.0 Expo San Francisco 2009

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Collected learnings and buzz from Web 2.0 Expo 2009 in San Francisco.

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Page 1: Learnings & buzz from Web 2.0 Expo San Francisco 2009

Don’t aimat creating WOM.Aim to exceed & disrupt expectations.

LEARNINGS FROM #w2e San Francisco 2009

@jussisolja / jussisolja.com@DaGood / danielgoodall.com

@r2r0 / artojoensuu.com@anssimakela /

anssimakela.com@Jussipekka / erkkola.net

Page 2: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“People don’t just connect to other people. People connect around social objects.”

- Jyri Engeström, Google/Jaiku

http://www.slideshare.net/jyri/building-sites-around-social-objects-web-20-expo-sf-2009#

Page 3: Learnings & buzz from Web 2.0 Expo San Francisco 2009

Soundcloud.com - Music / MP3 –files as social objects.

Page 4: Learnings & buzz from Web 2.0 Expo San Francisco 2009

Building websites around social objects

1. Define your social object2. Define your verbs3. Make the objects shareable4. Turn invitations into gifts 5. Charge the publishers - not the spectators

- Jyri Engeström, Google/Jaiku

Page 5: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“RT @davekim: since optimizing for social media, Telegraph UK has upped traffic from Digg from 500K to 5.5M pageviews monthly #w2e”

Page 6: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“You don’t own a community.If you are lucky the community will allow you to help them.”

- Jeff Jarvis, excerpt from “What Would Google Do?”

Page 7: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Community managers live in the service of the community and the individuals in it”

- Micki Krimmel, Mickipedia.com

Page 8: Learnings & buzz from Web 2.0 Expo San Francisco 2009
Page 9: Learnings & buzz from Web 2.0 Expo San Francisco 2009
Page 10: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Everyone in the company should be a community manager.”

- Micki Krimmel, Mickipedia.com

Page 11: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Content on the web is not just about what.It’s what, why, how, for whom, by whom, with what, when, where, how often, what next.”

Kristina Halvorson, Brain Traffichttp://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Page 12: Learnings & buzz from Web 2.0 Expo San Francisco 2009

Kristina Halvorson, Brain Traffichttp://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Page 13: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Spoken like a human.Written like a human.”

Kristina Halvorson, Brain Traffichttp://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Page 14: Learnings & buzz from Web 2.0 Expo San Francisco 2009

ContentStrategyContentStrategy

Communitymanagers

Communitymanagers

AudienceAudience

Continuouscontentcycle

Page 15: Learnings & buzz from Web 2.0 Expo San Francisco 2009
Page 16: Learnings & buzz from Web 2.0 Expo San Francisco 2009

Kristina Halvorson, Brain Traffichttp://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Emotional Functional

Page 17: Learnings & buzz from Web 2.0 Expo San Francisco 2009

Kristina Halvorson, Brain Traffichttp://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Emotional Functional

Page 18: Learnings & buzz from Web 2.0 Expo San Francisco 2009

- Kristina Halvorson, Brain Traffichttp://www.slideshare.net/khalvorson/content-strategy-whats-real-whats-relevant-web-20-expo-sf-09#

Emotional Functional

Page 19: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Ambient searches are the future. Using sensors built into to mobile devices to gather information and then automatically pushing the right content to users.”

- Jyri Engeström, Google/Jaiku

Page 20: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“The companies that thrive in web 2.0 are the companies that use the web as a platform to harness the collective intelligence.”

- Tim O’Reilly

http://blip.tv/file/1947371/

Page 21: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Future of the web?Web 2.0 + World = Web Squared”

- Tim O’Reilly

http://blip.tv/file/1947371/

Page 22: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Don’t build everything yourself. License / use excisting tools and build on those.”

- Tim O’Reilly

http://blip.tv/file/1947371/

Page 23: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Facebook created the trusted online identity. They created a cultural norm. It's ok & even expected of you to share your life online.”

- Clara Shih, Salesforce.com, author of “The Facebook Era”

Page 24: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Social media is so important because we are swinging back toward humanity.”

- John Maeda, President of RISD

Page 25: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Real life is the original social media: Events are becoming more and more crucial.Offline as the kick-off and culmination and online as the enabler of continuous dialogue.”

Page 26: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Key to social marketing: Be a human. Even better: be a Tummler. Tummlers are the people at Yiddish parties who encourage group participation”

Page 27: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Role of brands in social media:Spark conversations & enable interaction around your social objects”

Page 28: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Focus on building social capital aka whuffie. The money will follow.”

- Tara Hunt, HorsePigCow.com

Page 29: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Give to get”

Page 30: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“There is no such thing as a social media campaign.It’s all about ongoing relationships.”

Page 31: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Engaging social media is PR, marketing, product development & customer service all rolled into one.”

Page 32: Learnings & buzz from Web 2.0 Expo San Francisco 2009

“Make happiness yourbusiness model.”

- Tara Hunt, HorsePigCow.com

Page 33: Learnings & buzz from Web 2.0 Expo San Francisco 2009

Brands are getting on board…48 social media managers @ DellDedicated social media team @ Coca-Cola.Mission: #1 Social Brand in the world @ Ford.

Page 34: Learnings & buzz from Web 2.0 Expo San Francisco 2009

stick to your core competency: the internet is the ultimate BS detector #w2e

#w2e design for the two percent (influencers) and also for the others. Two tiers needed.

RT @RGreenberg: Key to succesful and meaningful business tweeting, engage in conversation,

#w2e Dont just tweet business info

Build something simple and let it evolve. #w2e

RT @motivationmama: RT @gwenbell Social media is so important because we are swinging

back toward humanity. John Maeda, Pres of RISD #w2e

money spent on marketing is money taken away from product development #w2e

if you're invited to a dinner party, don't turn up to sell tuppaware" - Schultz #w2e

"Tummlers are the people at Yiddish parties who encourage group participation" - Schultz #w2e

"you don't create community, you create the conditions for community" - Oberkirch #w2e

#w2e ad agencies used to be the authorities on understanding and affecting user behaviour.

Today it's the social media & web 2.0 startups.

Go for the opportunity for dialogue rather than legal shutdown of "bad" content online. #fordw2e

#w2e

Companies tend to have a campaign-approach to social media whereas they should look at it as

a continuos activity. #fordw2e #w2e

For more quotes & buzz from Web 2.0 San Francisco:

http://search.twitter.com/search?q=%23w2e

Page 35: Learnings & buzz from Web 2.0 Expo San Francisco 2009

@DaGood / danielgoodall.com@r2r0 / artojoensuu.com@anssimakela / anssimakela.com@Jussipekka / erkkola.net@jussisolja / jussisolja.com