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Event Title goes here - Ning

Social Media & Web 2.0 for Business Women in Telecommunications Celeste Bishop [email protected] LinkedIn: www.linkedin.com/in/celestebishop Twitter: @csbishop Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Celeste Smith Bishop Celeste has extraordinary expertise as an Internet Strategist and Marketing Expert. Her business, Bishop Market Resources, assists a wide range of organizations to achieve results that are more powerful and predictable through creative and

effective use of their website, blogs and the ever-growing army of Social Media and Search Engine Optimization and marketing tactics that herald a new way of doing business. As a recognized Internet Marketing expert, Celeste is a frequent pubic speaker and published author on a variety of topics relating to creative ways to achieve business results through emerging Internet technologies, techniques and pragmatic tactics. Celeste has also been featured in the Wall Street Journal, PBS Lehrer News Hour and National Public Radio programs and the San Francisco Chronicle. Bishop Market Resources offers a range of custom services and turnkey programs, including: Website Planning Workshop, Internet Tune-up, Online Performance Management, Website Audit, Website Competitor Profiler, Online Reputation Management, Internet Self-Sufficiency and more. Her workshops include, Web 2.0: Leveraging New Web Marketing Opportunities for Your Business and Websites that Sell: How to Tool Your Website for Sales. Copyright Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business Web 1.0 Web 2.0 Reading Writing Corp Comm Peer Intelligence Text Content Multi Media Directed Behavior Browsing Information Interaction Mass Communication Personalization Site Owner You Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Copyright Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business Social Media is not Web 2.0 Web 2.0 is not Social Media Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Web 2.0 Enabling Technologies for Social Media Broadband Penetration Plug-ins

Widgets REST Architecture Enabling Functions Tagging Sharing XML Open APIs Browser-based Applications Process Improvements Data Abstraction & Manipulation AJAX Copyright Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business In the Web 2.0 world, customer and prospects rely less on a site to inform them about products and services and more on peer networking. Jeannie Mullen Marketing Senior Partner, Worldwide Email OgilvyOne Worldwide Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Social Media Made possible thru Web 2.0

capabilities Interactive user conversations Website Web Presence Multi Media: easily accessible by all Profound marketing shift from: Company Control Consumer Control Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Social Media The online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and

video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs. Source: Wikipedia Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Implications Web Presence vs Website Era of the Empowered Customer

Longer-term, Deeper Customer Relationships Economic: Online Business Displacement Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business

Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Search Engines Engines (Organic) (Organic) Search

SEs SEs Social Media SM Online Adverts Website/ Blog Other Online Online Other Offline Offline Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business

Internet Marketing: Key Components Hub Website and/or Blog Nonpromotional Content Articles, Blog Posts, Press Releases/Publicity, RSS Syndication, Video, Audio, Photo, Podcasts, Games, Interactive Features, Online Initiatives Online Yellow Pages, Portals, Review Sites, Other Websites (Not Search Engines or Adverts)

Online Advertising Pay Per Click (Google AdWords), e-Zine Adverts, Portal Adverts, Sponsorships, Review Site Ads Search Engines/Online Directories, Meta Tags, Links, On-page Optimization, XML Site Map (Online not SEs or SM) Social Media Networking, Bookmarks, Blogs, Micro Blogs,

Forums, Site Creation, Video, Audio, Photo, News Story, Wikis, User Review Sites, Shopping Copyright Bishop Market Resources Comparison Sites, RSS www.BishopMarketResources.com Social Media & Web 2.0 for Business Social Networks A Social Network is one that allows Internet users the ability to add user-generated content such as: comments, review, feedback, ratings, or

their own dedicated pages. * *iPropsect & JupiterResearch study Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Structure Web 2.0 for Organizing Business Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Type Examples

Social Networks Facebook, LinkedIn, MySpace, Hi5, Buzznet, Imeem, DIY (Ning) MicroBlogging Twitter, Pownce, BrightKite, Tumbler, Plurk Bookmarking Del.icio.us, Technorati, Furl, Mister Wong, StumbleUpon, MyWeb (Yahoo!), Snap Blog Networks Other Peoples Blogs; Leave Comments Forums Niche very powerful.

News Story Digg, Reddit, Propeller, Slashdot, Buzz (Yahoo!) Site Creation Squidoo, HubPages, Weebly Video & Photo Video: YouTube, Jibjab, Video.MSN, Ziddio, Revver, Seesmic Photo: Flickr, PhotoBucket, Snapfish, WebShots, PhotoBullet Distribution Ping.fm, Article Networks, Aggregation (FriendFeed), RSS, Directory Miscellaneous Audio, Doc Sharing, Answers, Wiki, Slideshow (SlideShare),

Mobile Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Social Media Business Value

Listening Posts Market & Customer Research New Ways to Reach Target Market Influence Search Engine Ranking Online Reputation Management Brand Building/Public Relations Customer Service On Steroids Build Business Relationships New Advertising Channels Cost & Speed Advantages Viral Marketing Potential Leapfrog Competitors Lead Development Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business

Launched February 2004 5th most popular website & growing Growth: 110M to 200M users < 8 Months Over 150M active users in 170 countries 10/07 Microsoft invests $240M/1.6% Stake Growth: 314% in Europe Ad Network volume + targeting Opening more API more innovation Coming Soon: OpenID Copyright Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Business Value Build Business Networks Drive Traffic to Hub

Enhance SE Ranking Targeted Advertising Surveys & Polls Market Events Monetize as Add-on Developer Data Mining Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Case Study: Social Music Discovery Site 5/07 Starting Point: 3M Users

Launched Facebook App grew 1M/week Three Weeks After Launch: 6.5M Demand So High Requested More FB Capacity 4/09 40M users; changing name to Music http://www.ilike.com/tour?page=2 Color Commentary: iLike tried to install 100 additional servers; ended up renting a 24 truck driving around SF asking companies to sell spare machines! Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Business-oriented networking site

All Fortune 500 are represented in LinkedIn Business Value: Increase Visibility Build Networks Lead Development Check Out Competition Improve SE Ranking Research of all kinds Advertising Finding Jobs/Gigs Copyright Bishop Market Resources

www.BishopMarketResources.com Social Media & Web 2.0 for Business Case Study: 3GJuice Dutchman Henk van Ess and his 3G iPhone Commented in LinkedIn Groups About Battery Life Chinese Battery Manufacturer on LinkedIn Replied I have a solution. Henk Used It, Liked It and Commented in LinkedIn Henk Hears from Other LinkedIn Members; Takes Orders Becomes International Distributor: Day 1 = 1,200 Orders! Dutch Consultant Collaborates with Chinese Manufacturer Birth of a New Company: 3GJuice

Happy Henk Source: NY Times & Telegent http://www.3gjuice.com/ Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business A social networking site with an interactive, usersubmitted network of friends, personal profiles, blogs, groups, photos, music, and videos for teenagers and adults internationally. Its headquarters are in Beverly Hills where it shares an office building with its immediate owner, Fox Interactive Media, which is owned by News Corporation in NYC. Source: Wikipedia

Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Online platform/tools that enables users to create their own social networks. DIY Launched October 2005 Marc Andreessen & Gina Bianchini 4/09 1M networks 22M registered users ~ 6M active Lost 20% of page views in Dec/08 when it shut down networks containing porn/adult material

http://womenintelecom.ning.com/ Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Email Marketing 2.0? 140 Character Limit; 100% Opt-in Critical Mass: Oprah & Ashton Kutcher/CNN 10M visitors 2/09 700% PY Increase 70% of Twitter users joined in 2008 More than one in ten (11%) online adults in US say they have used Twitter - or a similar service to share updates about

themselves or view updates about others, and those who use Twitter have a greater affinity for mobile devices. Pew Internet & American Life Project Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business The Oprah Effect http://video.google.com/videosearch?hl=en&rlz=1T4GWYA_enUS308US209&q=oprah%20on%20twitter&um=1&ie=UTF-8&sa=N&tab=wv# Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Business Value

Get answers to Qs Networking Connect with Influentials High Viral Potential Social Proof ID Opportunities Tracking Tool Instant News

Personal Brand Building Drive Traffic to Hub Customer Service/Corp Brand Building Get Help Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Case Study: Jet Blue In the Beginning: JB Monitoring Online Reputation Customer Complaints Treated Real-time Result: Surprised & Highly Satisfied Next Wave: Satisfied Customer Used Twitter Like a Digital Megaphone; Shared Stories About JB Responsiveness

Customers Became Viral Marketing Army Jet Blue Gains Favorable Rep For Awesome Customer Svc Traditional Media Picks Up Story; Legs Beyond Twitter http://twitter.com/JetBlue Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Flutter: http://www.youtube.com/watch? v=BeLZCy-_m3s Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business

Del.icio.us & Technorati Social Bookmarking Store, Share, Categorize & Find Info Delicious Launched in 2003; Yahoo! Acquired in 2005 Technorati Launched 2004; Blog SE & Social Bookmarking Shared WebPages; Organized by Tags Some Support Ratings, Comments, etc. Big Deal Aspects: Sharing & Internet-based Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Social Bookmark Business Value

Distribute Content Drive Traffic to Hub Some Search Engine Link Value Eroding Social Proof Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business

Powerful & Controversial News Story Site Discover & share stories others have Dug Up Launched 2004 Members Vote Stories to Top Digg Bar launched 4/09; Controversial Business Value: Submit stories (articles, posts, press, etc.) Drive traffic to Hub Social Proof Some link value High viral potential Copyright Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business Squidoo is a community website that allows users to create pages (called lenses) for subjects of interest. Lenses are interactive, and can contain Flickr photos, Google maps, blogs, eBay auctions, YouTube videos, and other links. Source: Wikipedia Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business

Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Displays Wide Range of Video Content: Home-made Video Blogs and Video; TV & Movies Clips

Music Videos Former Pay Pal Employees Launched 2005 Acquired by Google 11/06 for $1.65B in stock User Generated Video Content Nearest Competitor Hulu Noteworthy: CNN - YouTube Presidential Debates George Allen, former Virginia Senator Barack Obama Susan Boyle: >100M views http://www.youtube.com/watch?v=9lp0IWv8QZY&feature=related http://www.youtube.com/watch?v=0DbFDsWjsEo&feature=channel http://www.youtube.com/watch?v=qg1ckCkm8YI

Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Business Value Advertising Viral Video Reputation Management Search Engine Ranking Copyright Bishop Market Resources www.BishopMarketResources.com

Social Media & Web 2.0 for Business Flickr & Slide Share Image/video Hosting Site; Launched 2004 Yahoo! Acquired 2005 Used by Bloggers to Host Pix 11/08 > 3B Images Presentation Sharing Website

Supports PowerPoint, PDFs, MS Word, etc. Converts Presentations to Flash Can Bookmark, Comment and Tag Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Launched October 2007 by Former Google Employee Social Media Aggregation Software Consolidates Various Social Media in One Place Check What Network Members Do Across Platforms

Convenience + Business Opportunities Add Relevant Blog(s) Extend Content Reach Business Efficiency Tool Super Searching Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Critical Success Factors ID Target Market Online Channel & Keyword Preferences Master SEO Fundamentals; Build On Top of That Platform

Identify Ecosystem; Watch, Value, Then Participate Develop Content Creation & Distribution Strategy Manage Personal & Business Reputation Online Build a Relevant Plan &Tactical Mix Measure & Performance Manage

Avoid Network Quality Dilution Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Guidance Dont Get Overwhelmed Develop a Strategy and Plan Integrate With the Rest of Business Initiatives

Master Web 1.0 Fundamentals First Maintain Your Learning Perform Core Competency In-house; Outsource the Rest Learn by Failing Monitor & Measure Everything Think Evolution, Not Revolution Manage For Long Term Copyright Bishop Market Resources

www.BishopMarketResources.com Social Media & Web 2.0 for Business Web 3.0 Eric Schmidt Just When You Thought It Was Safe To Get Back In The Water http://www.youtube.com/watch?v=T0QJmmdw3b0&feature=related Copyright Bishop Market Resources www.BishopMarketResources.com Social Media & Web 2.0 for Business Celeste Bishop [email protected] www.BishopMarketResources.com LinkedIn: www.linkedin.com/in/celestebishop

Twitter: @csbishop Copyright Bishop Market Resources www.BishopMarketResources.com

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