Web 2.0 - Facebook, blogs and marketing
Format
Workshop
Accredited
No
Email
Course Description
You probably already know a little of YouTube, Facebook, Flickr and del.icio.us. In this one-day course you'll get a real taste of the marketing power of the new Web 2.0 services: blogs and wikis, user-generated content, citizen journalism and social software. We'll look at case studies of customers creating ads and campaigns, how they distribute their content and how to monitor consumer discussions and reviews of your products. An interesting day spent exploring a dynamic and challenging area. No technical or prior knowledge required.
CONTENT
What is Web 2.0? In terms of Marketing how does it compare with Web 1.0? Do you know what popular phenomena such as online communities, hyperconsumers, and participatory marketing are? Your customers are talking about your products. Perhaps on blogs, in forums or other social networking communities that service your target demographic in the millions. Very likely they are creating 'citizen journalist' reviews and critiques in online communities as well as providing unpaid peer to peer support. What are they saying? How are they saying it? We examine customer blogs in depth, as well as forums and RSS. Learn how to find out what your customer is saying about your brand - not just through Google but through del.icio.us, Technorati, social search and folksonomy.
Now that you have seen what your customers are doing to your brand online, how do you manage that or even participate? We examine how to comment on customer blogs, the do's and don'ts of writing successful corporate blogs, and marketing disaster recovery procedures for when the blogosphere or YouTube ignites against your company. Case studies include those who have handled consumer conversations well, and those who haven't. On the plus side, discover how some companies use important bloggers as part of their marketing strategies. Find out how to respond to critical customers who have a greater PR reach than some newspapers!
If your customers are discussing your products and services, and creating ads, mashups and other content, why not provide them with an online community infrastructure? We undertake an overview (high level) of collaborative systems and investigate implementing communications change though Web2.0 focussing on what makes a social network successful. If you are at risk of creating a digital graveyard, this section discusses the primary features of building a vibrant social network online.
Our study day will conclude with a brief overview of the move of the advertising dollar from traditional media to online communities (statistics and metrics, behavioural change and legal implications), a fun fast-track of advertising in virtual worlds and a Q&A session. We move into the newest case studies of social networks including mobile phone and convergent device dependent online communities.
OUTCOMES
By the end of this course participants will:
- gain a working knowledge of Web 2.0, Enterprise 2.0 and the current implications to real world business
- be familiar with basic terms and concepts regarding Web 2.0 and social media
- be able to discuss concepts regarding user generated content, corporate blogging and creating social networks
- have a foundation of knowledge to better understand how to maximise the benefits and reduce the risks of working with online communities
- be familiar with discussions on Web2.0 in a corporate environment as a basis for a clear understanding of future directions in marketing in this exciting field.
CONTENT
What is Web 2.0? In terms of Marketing how does it compare with Web 1.0? Do you know what popular phenomena such as online communities, hyperconsumers, and participatory marketing are? Your customers are talking about your products. Perhaps on blogs, in forums or other social networking communities that service your target demographic in the millions. Very likely they are creating 'citizen journalist' reviews and critiques in online communities as well as providing unpaid peer to peer support. What are they saying? How are they saying it? We examine customer blogs in depth, as well as forums and RSS. Learn how to find out what your customer is saying about your brand - not just through Google but through del.icio.us, Technorati, social search and folksonomy.
Now that you have seen what your customers are doing to your brand online, how do you manage that or even participate? We examine how to comment on customer blogs, the do's and don'ts of writing successful corporate blogs, and marketing disaster recovery procedures for when the blogosphere or YouTube ignites against your company. Case studies include those who have handled consumer conversations well, and those who haven't. On the plus side, discover how some companies use important bloggers as part of their marketing strategies. Find out how to respond to critical customers who have a greater PR reach than some newspapers!
If your customers are discussing your products and services, and creating ads, mashups and other content, why not provide them with an online community infrastructure? We undertake an overview (high level) of collaborative systems and investigate implementing communications change though Web2.0 focussing on what makes a social network successful. If you are at risk of creating a digital graveyard, this section discusses the primary features of building a vibrant social network online.
Our study day will conclude with a brief overview of the move of the advertising dollar from traditional media to online communities (statistics and metrics, behavioural change and legal implications), a fun fast-track of advertising in virtual worlds and a Q&A session. We move into the newest case studies of social networks including mobile phone and convergent device dependent online communities.
OUTCOMES
By the end of this course participants will:
- gain a working knowledge of Web 2.0, Enterprise 2.0 and the current implications to real world business
- be familiar with basic terms and concepts regarding Web 2.0 and social media
- be able to discuss concepts regarding user generated content, corporate blogging and creating social networks
- have a foundation of knowledge to better understand how to maximise the benefits and reduce the risks of working with online communities
- be familiar with discussions on Web2.0 in a corporate environment as a basis for a clear understanding of future directions in marketing in this exciting field.
Presenter
Laurel Papworth
Laurel Papworth is an experienced teacher in Adult education having taught computer based courses at the University of Adelaide and the University of NSW. Currently a social networks consultant for companies such as Channel 10 and Telecom New Zealand, she also publishes two blogs – one on online communities and the other on location based services.
Start Date
Thursday, 4/03/2010
Time
9 AM - 5 PM
Course Duration
1 day
Venue
See http://www.cce.usyd.edu.au/
Cost
$374
Contact Details
Centre for Continuing Education - The University of Sydney
(02) 9036 4789
cce.info@usyd.edu.au
(02) 9036 4789
cce.info@usyd.edu.au