:

WebWeb 2.0?
Dr. Eric Chin


MBA /BBA
MSc E-Commerce
29 August 2013


:
ericchin@futurekids.com.hk
: 9220 6528

@ Eric Chin 2013

Figure 1.11

Social Media Marketing Radar (Chaffey, SmartInsights.com, 2011)

Chaffey et al., Digital Marketing : Strategy, Implementation and Practice, 5th Edition Pearson Education Group 2013

Figure 1.12

Source: Adapted from Spivack (2007)

Chaffey et al., Digital Marketing : Strategy, Implementation and Practice, 5th Edition Pearson Education Group 2013

Web 2.0

Tom OReilly (2005)

.
,
:(Viral Effect)
,

: ? (Will it Blend)

@ Eric Chin 2013

:
Will It Blend ? by Blendtec

Ref: http://www.youtube.com/watch?v=_S8sxpK4_iA&f

Blendtec
Blendtec ,
YouTube.
- Tom Dickson

,
Blendtec ,


?


E.g. Will It Blend ? iPhone4
http://www.youtube.com/watch?v=_S8sxpK4_iA&f

Blendtec CEO Tom Dickson (IPhone)

, youtube
WillitBlend.com

20
500

500!!
2008> $4000


(Viral marketing)

>12000

10,000YouTube
(favorite)

VS

10

Will It Blend? iPad (6 13, 2013)

15,899,905

Will it blend? IPad

http://www.youtube.com/watch?v=lAl28
d6tbko
11

Web 2.0
, Flickr
www.flickr.com
-

(blog)(Wikipedia)

(Rating) (tagging)

(Google mail) Google
AdSense
@ Eric Chin 2013

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Web 2.0
XML

Rich internet application (RIA
Second Lifewww.secondlife.com

Ajax Asynchronous JavaScriptXML
(Google Map)

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Web 2.0
Participation
Interaction
Own User Generated Content

@ Eric Chin 2013

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,
,

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(the social web)

@ Eric Chin 2013

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1. Communication
2. Collaboration

3. Multimedia
4. Reviews and Options
QA
5. Entertainment
6. Brand Monitoring


Microblogs and Tagging

(
)

tagging

microblog


Really Simple Syndication (RSS)

:
1.
2.

Icon of RSS

RSS ?
,

, ,
?

RSS

, RSS
RSS,
1.
2.
3.

RSS :

RSS

Social Networking


:
,

(social capital),

, (word-ofmouth marketing)

Facebook
Facebook
Facebook , //,
/

Social Bookmarking

Tagging services
:
1.
2.

26

StumbleUpon

, (tagging)(bookmarking)

27

StumbleUpon

Stumblers(),




, , , /

Flickr (www.flickr.com)
Photobucket (photobucket.com)
SmugMug (www.smugmug.com)
Zoomr (www.zooomr.com )

,

()


Amazon review

(indecency) ,


Virtual Worlds
Advertising on Virtual Worlds puts you in touch with
the worlds entertainment network

Xbox Live
DisneylandAdidasXbox Live
Xbox,

AdidasXbox Live

Xbox Live
t-shirt


Brand monitoring
,
Blogs

Social networks


Brand monitoring

Sysomos (www.sysomos.com)
Social Mention (www.socialmention.net)
Yalert (yalert.com)
Alterian


Media Analysis Platform (MAP)
, :

Reference:
http://sysomos.com/products/overview
/sysomos-map

Facebook
:

:


.
(Wall posts),
(posts).
Facebook.
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Web 2.0

(The best job in the
world)

Dr. Eric Chin 2013

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(Global Experience Seekers).

( user-generated
content), ,

Dr. Eric Chin 2013

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Dr. Eric Chin 2013

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,
(Cannes Lions International Advertising Festival)
.

Nitro,
, 73,000
.
Nitro ,
,
.

Dr. Eric Chin 2013

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,
, ,

-
(
islandreefjob.com)
, ,
, .
Myspace, Facebook, YouTube and
Twitter .

Dr. Eric Chin 2013

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Dr. Eric Chin 2013

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2009 (Cannes Lions
International Advertising Festival)

(PR
Grand Prix) 56
,
(direct marketing Grand Prix)
, CNN stories BBC ,
Time .
AUD $ 332
Dr. Eric Chin 2013

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Taylor Herring 50
8
197**, 34,684
,

8,001,900 ( 6,800,046 ),
8.2553,889,455
Google best job in the world island
43,603
231,355.

,
$80m (49m)
ostrich-riding, bungee-jumping
Ben Southall
.
*Value of media overage estimated by Tourism Queensland at 16/7/09
**Web-coded countries (only 195 countries are recognized by the UN)

Dr. Eric Chin 2013

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YouTube

@ Eric Chin 2013

1)
2)
3)
4)
5)

YouTube
)
//

47


Search Engine Marketing
(search engine results
pages SEPRS), ,
:
Search Engine Optimization (SEO)
()
AdWord ()
E.g.
paid placements(
)
contextual advertising ()
Paid inclusions (
)
@ Eric Chin 2013

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Google AdWords

AdWords, Google
,

@ Eric Chin 2013

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Google AdWords

, ,
, Gmail
Google( cost-per-thousand )

Including:

Google ()
Google , (user-initiated)
(click-to-play video ads)
Google
Google

@ Eric Chin 2013

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 Google AdWords?
(content network)
Google ,

, Google (contextual
targeting technology) ,

( Placement Performance Report) ,

@ Eric Chin 2013

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2010 :

Web 2.0 for Government targeting Youth

(Web 2.0)
Anti-Knife Crime Campaign (
)
CHOOSE A DIFFERENT ENDING (
)
Dr. Eric Chin 2013

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52

 -
: ABBOTT MEAD VICKERS BBDO

/
13-15

Dr. Eric Chin 2013

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 -
,

21 (Choose A Different
Ending), , ---------
.

Dr. Eric Chin 2013

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 :
:

Dr. Eric Chin 2013

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 (1)
:
30 ,
www.adifferentending.co.uk
10
.

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(2)
(viral video)
:

:

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 (3)
:

MTV

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Dr. Eric Chin 2013

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4.6 /5 .
(click-through rate) 2.1%,
0.2%.
, ,
600%
, ,
80, 3,000.
2,652,012.
, 78%.

Dr. Eric Chin 2013

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@ Eric Chin 2013

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,
23

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WEB 2.0
?







(User Generated Content)

Reference

Dave Evans, Social Media Marketing: An Hour a Day,

Wiley Publishing Inc. 2008, pp.31-77
Shiv Singh, Social Media Marketing for dummies, Wiley
Publishing Inc. 2010, pp.7-24
Clara Shih, The Facebook era: tappling online social
networks to build better products, reach new audiences,
and sell more stuff 2009, pp11-57

70

Reference
Cannes Lions International Advertising Festival (August 4, 2010).
http://www.canneslions.com/
Choose a different ending promotional site (August 4, 2010)
www.adifferentending.co.uk
The Inspiration Room (August 4, 2010)
http://theinspirationroom.com/daily/2009/choose-a-different-ending/
Metropolitan Police Service, LONDON (August 4, 2010)
http://www.met.police.uk/campaigns/anti_knife_crime/
I Believe In Advertising (August 4, 2010)
http://www.ibelieveinadv.com/2010/06/anti-knife-crime-campaignchoose-a-different-ending/

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