CPA Branding Conference - Web 2.0 Presentation

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Information about CPA Branding Conference - Web 2.0 Presentation

Published on May 22, 2008

Author: zumio



Presentation delivered to delegates of the CPA Australia Branding conference in Sydney, 22 May 2008. Presentation notes available for download at

Capitalising on the convergence of Web 2.0 Engagement strategies for social media

1 is Web 2.0? What

RSS Really Simple Syndication

RSS Web applications

RSS Web applications Developer tools Web services, AJAX, agile programming

1 is Web 2.0... What really?


“You've made it clear. You'd rather see Digg go down fighting than bow down to a bigger company” Digg founder, Kevin Rose

Social media building blocks presence sharing relationships identity conversations trust groups

Social media building blocks p s r = c id t g

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“ One of the most neglected aspects of the blogosphere, in my opinion, is that precisely because it’s (mostly) composed of people who aren’t professional journalists, it’s composed of people who are professional doers of something else and know a great deal about what it is they ‘really’ do. Consequently, the overall network of blogs contains a great deal of embedded ” knowledge.

p s r id c t g

3Business benefits

Internet in%Australia of Australian population 110.0 82.5 55.0 27.5 0 Mobile Internet Broadband 3G Mobile

Social media & networking is BIG... and growing...

Listen to the market

Follow the conversation...

The power of “someone like me”

Control Message Conversation In uence


You Rock!

Build your fan base by helping them...

You Suck!

4Marketing 2.0

The “because” effect: What happens when you make more money because of, rather than with something. Doc Searls

Popularity Head Long tail Products

MySpace Facebook Flickr

How much effort? • Time • $$ • Technical capacity

ROI mapping More effective Less effective Less effort More effort

Questions & discussion This presentation and associated notes are available at:

This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Australia License. To view a copy of this license, visit or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

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