A somewhat massive presentation where I discuss the online presence of companies in general, and vaious aspects of online marketing, including my own story about a critical article I wrote on SEO. Some screenshots in Swedish.

1. Web trends, social applications and viral marketing PER AXBOM, XLENT 0708 – 77 80 08 SUCCESSFUL DEVELOPMENT OF WEBSITES

2. My background (opens a Google Earth tour) http://www.axbom.se/files/axbom_country_tour.kmz

7. Internet 1995-2010 Enthusiasts Publicists Users Internet everywhere 1995 2000 2005 2010 © 2006 Per Axbom

8. Moving from stand-alone computers to computer plants

9. The paradigm shift Production . Distribution . Consumption

12. Blogs complete media

15. Web trends Ajax Podcasting RSS Pod-TV IP-telephony Explorer Firefox Opera Chrome Personal content Open Source Online services Freeware Folksonomies Communities Bloggar Wikis CMS Apple Google Microsoft W3C RSS/XML Section 508 Mobile internet Technology Users Accessibility Players Trends Browsers search web 2.0 buy/sell SMS Mobile web Maps GPS Mobile

17. Online services Flickr MySpace YouTube LinkedIn Zoho 37signals Google Wikipedia Wordsmyth Blogger Wordpress Productivity self-publishing knowledge community del.icio.us rememberthemilk.com jotform.com tools Newsgator Bloglines Google Reader syndication Google Groups

18. Online services: jotform.com

19. Who’s web strategy is this? The faster our website visitors leave , the better.

20. Gmail Google Apps Calendar Groups Google Pack Google Docs and Spreadsheets Picasa Google Video YouTube Images <http://www.google.com/intl/en/options/> Blogger Google Sites Google Books Google Scholar Books Officeware Analytics Desktop Publishing Talk WiFi Telecom Multimedia Groupware E-commerce Music SMS Mobile Maps for mobile Google Base Froogle Checkout Mobile Maps

21. Random… I’m Feeling Lucky!

22. … or ingenious? Insure me!

23. Succeeding on the web RSS SMS E-post Code that follows standards Text-based alternatives Employee blogs Dialogue Podcasting Top in Google wins Accessibility Searchability Open conversations Syndication Self-service Interactive customer service Put users in charge Customer service decentralised information think beyond the internet Fast responses (Ajax) Fast iterations: test, evaluate Usability

24. Who do we listen to? Professional media is valued in the same way as private blogs.

25. (change tires on your car)

26. Confused? Who should I trust? To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down. Cluetrain Manifesto www.cluetrain.com 1999

27. The long tail

32. Web strategy Long-term purpose and goals. Assess business demands. Navigate through company politics. Understand user needs, human behavior, competition, partners, stakeholders All tools and technology; strengths, weaknesses, limitations, costs. Inspired by Jeremiah Owyang - www.web-strategist.com/ User Experience Business Tools frustration unprofitable in- efficiency

35. The Company

36. Internally What do employees need to know? What does management need to know? Who is best at providing that information? What tools do we provide for collecting and sharing knowledge?

37. Externally What do stakeholders want to know about us? What do we want to know about the stakeholders? Who is best at providing that information? What tools to we provide to collect and share knowledge?

38. Web communication 2.0 news blogs social media web services web communication

39. Where do we want to go?

40. Are they talking about your company? Do they have good ideas? Are they active in social media? Are you in?

43. The ignorant firewall... Corporate Censorship: Half of Employers block Facebook Behavioral rules on Second Life

47. Dove Film 2 1 min 16 s http://www.youtube.com/watch?v=7-kSZsvBY-A Film 1 1 min 14 s http://www.youtube.com/watch?v=hibyAJOSW8U

49. Project blogs

50. GM

51. H&M

52. Multimedia press releases

53. Use your community!

58. SERP

65. The story 330 words (SEO is always dirty)

68. Most read article?

69. Media linking to blogs

70. RSS feeds /

71. Google blog search

72. Twingly

73. Knuff

74. Statistics – referring sites

75. Statistics – keywords

77. Right here

78. The outcome After analysis, I liked just about everything in Per Axbom’s article except the headline. Of course we are all working with manipulation. That Google (currently) thinks what we do is OK does not mean they always will. In another time we are all black hats.

80. You can never un-Google yourself

84. John Edwards – Feeling Pretty http://www.youtube.com/watch?v=2AE847UXu3Q John Edwards – Hair http://www.youtube.com/watch?v=Y1qG6m9SnWI

86. With great power comes great responsibility…

89. Short timelines Skilled web team Clear planning Concise documentation information about the user change / reaction

90. Mitt gäng Ideas

92. ok, what is the long tail? 80/20-rule, Pareto Principle, the law of the vital few, principle of factor sparcity

93. but seriously, why is the long tail making everybody horny? Source: gapingvoid : &quot;cartoons drawn on the back of business cards&quot; http://www.gapingvoid.com/Moveable_Type/archives/002693.html

94. so really... bye bye 80/20 rule, welcome long tail... We sold more books today that didn’t sell at all yesterday than we sold today of all the books that did sell yesterday. - Amazon-employee in his blog

95. excuse me, but WHAT!? the books we sold yesterday and today (every day) the books that are less often sold are more than the books that are sold everday business business development

96. ok, i get it... sort of. explain social media? Social media are people communicating with each other online. Blogs Microblogs Social networks Chat RSS Widgets Social bookmarks Forum Podcasts Video sharing Photo sharing Virtual worlds Wikis and so on... tools enable people experience

97. communicating? why aren’t they watching TV? participation confidence exchange acknowledgement communication

100. http://current.com/items/77385841_computer_nerd_auction

101. do I really have to care? 36% 32% of active Internet users look more positively upon companies that have blogs of active Internet users trust blogger’s views on products and services Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. - Cluetrain Manifesto 1999. McCann Social Media Tracker, Wave 3, March 2008

102. but seriously: isn’t it just a passing fad? Wikipedia 4,000,000 articles Youtube 100,000,000 movies Blogs >200,000,000 blogs Second Life 1,500,000 inhabitants Facebook 90,000,000 members Myspace 185,000,000 members 66% 30,197 18,226 Middle East - Africa 33% 53,248 40,098 Latin America 9% 131,255 120,848 North America 35% 165,256 122,527 Europe 23% 200,555 162,738 Asia Pacific 25% 580,510 464,437 Worldwide Percent Change Jun-08 Jun-07 Unique Visitors (000) Social Networking Growth by Worldwide Region June 2008 vs. June 2007 Total Worldwide Audience, Age 15+ - Home and Work Locations Source: comScore World Metrix 19% 21,041 17,638 Skyrock Network 32% 24,017 18,200 BEBO.COM 41% 34,028 24,120 Orkut 50% 37,080 24,675 FRIENDSTER.COM 100% 56,367 28,174 HI5.COM 3% 117,582 114,147 MYSPACE.COM 153% 132,105 52,167 FACEBOOK.COM 25% 580,510 464,437 Social Networking 11% 860,514 778,310 Total Internet : Total Audience % Change Jun-2008 Jun-2007 Total Unique Visitors (000) Worldwide Growth among Selected Social Networking Sites June 2008 vs. June 2007 Total Worldwide Audience, Age 15+ Home and Work Locations Source: comScore World Metrix 1055% 11,931 1,033 Latin America 403% 14,951 2,974 Middle East - Africa 458% 20,712 3,712 Asia Pacific 303% 35,263 8,751 Europe 38% 49,248 35,698 North America 153% 132,105 52,167 FACEBOOK.COM % Change Jun-2008 Jun-2007 Total Unique Visitors (000) Worldwide Growth for Facebook.com June 2008 vs. June 2007 Total Worldwide Audience, Age 15+ Home and Work Locations Source: comScore World Metrix

103. hmmm, we’re ahead in the west... Asia’s slipping?

104. look again

105. okay, but what are all these people doing? watching video clips online reading blogs reading personal blogs visiting photo sharing services handling one or more profiles on social networks leaving comments on blogs uploading photos to photo sharing services leaving comments on news sites downloading podcasts running their own blog uploading video clips on video sharing sites subscribing to RSS-feeds 83% 79% 68% 63% 57% 55% 52% 46% 45% 39% 39% 34% McCann Social Media Tracker, Wave 3, March 2008

107. but how many friends can one person have? close contacts acquaintances ” old” contacts no relation

108. how long is a piece of string?

109. but I can’t take it all in... information we are being suscepted to tid our brain’s ability to handle information

110. so you just plug your brain into the computer? http://nehatiwari.com/2007/11/08/social-network-schizophrenia/

111. sure, but sometimes I just don’t have the energy to participate... identification belonging commitment

112. ok ok, but what does social media have to do with the long tail?

113. people reach reach social networks how many contacts does each person have? how many members does each network have?

114. Per Axbom’s contacts on LinkedIn Aug 22, 2008 Person (1 to 150) Number of contacts

115. reach social network myspace facebook orkut golf link GC website Peter’s blog

116. reach social network identification belonging commitment

117. reach social network level of participation

118. why is participation important? A person who is commited to your product will help market/sell your product A person who feels belonging with your product is a returning customer. A person who identifies with your product buys once.

119. do-it-yourself networks : Ning http://blog.pmarca.com/2007/09/ning-passes-100.html Create the embryo of a social network in 2 minutes use OpenSocial FriendConnect >150 000 (January2008) more that 70% active

120. what? an IKEA for social networks?

123. customer service network: getsatisfaction.com

124. Demand Media : filling up the long tail Demand Media is building the leading vertical media network and world's largest content and social media marketplace connecting content creators, users and publishers on a mass scale. Richard Rosenblatt

125. social media aggregator and directory upload video and podcasts (South Africa) a web app that maps SMS reports of violence by location

126. marketing 2.0 – how many bubbles are there? Listen. Understand. Dive in. Blow your own horn. Discuss. Participate. Share. Control. Inspire. Influence. Engage.

127. the tail can’t fail, right? Lengthen your tail Where are the most committed users? Give them the tools they need to understand and spread the word on your product/service. Think: niche networks, blogs, customer support, your own website, offline research Widen your tail How do I expand the reach of my products/services? Think: accessibility, commited users, offline, new channels engagerad användare med stor räckvidd = jackpot

129. Use the right tool for the job based on the report ”How to choose the right social technologies”, by Josh Bernoff Development speed Communities/suggestions Embracing Development Decrease in calls Forums/wikis/social networks Supporting Support Members, buzz Communities/widgets/ tip a friend (viral) Energizing Sales Awareness, sales Blogs/social networks/UGC Talking Marketing Insight Communities/brand monitoring Listening Research SUCCESS METRICS SOCIAL APPLICATIONS OBJECTIVE FUNCTION

130. Copyright © 2005 by XLENT No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means - electronic, mechanical, photocopying, recording, or otherwise - without the permission of XLENT. This document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion. thank you live the presentation <axbom.se/presentationer> and Slideshare the movie e-mail to your friends post on facebook / other sites comment / ask connect with me online: http://www.linkedin.com/in/axbom

131. Internet everywhere