Mastering Web 2.0: Transform Your Business Using Key Website and Social Media Tools

Copyright......Page 5
Table of contents......Page 8
Preface......Page 16
Introduction......Page 20
Web 2.0: defining the indefinable......Page 26
Social media is more about behaviour than a set of tools......Page 27
Social media gives people power......Page 29
What’s all the fuss about?......Page 30
Social media = community......Page 33
The communication paradox......Page 36
Exciting tools don’t necessarily translate into exciting communications......Page 37
Social media is infinite......Page 38
Moving from mass media to me media......Page 39
You control nothing......Page 40
Social media will turn communication on its head......Page 41
Your messages will be better than ever......Page 42
3. Piggies in the middle......Page 44
They’re talking about a revolution......Page 45
We end up being piggies in the middle......Page 46
We will never catch up with the technology......Page 47
4. The making of the corporation/person......Page 50
But we still feel uncomfortable......Page 51
Are you ready to move from corporation to corporation/person?......Page 52
Imagine you are a psychiatrist......Page 54
Find your true voice......Page 55
How a corporation/person behaves......Page 56
Companies want to be perfect......Page 57
Examples of businesses who successfully use the new media......Page 58
The negative aspects of social media for a corporation......Page 59
What you need to do......Page 61
The questions......Page 62
No tool is a miracle worker......Page 63
5. The grand old lady of the internet......Page 66
We need to ask why......Page 67
Don’t fill the void with bells and whistles......Page 68
Worship words instead......Page 69
Pull your reader seamlessly through the copy......Page 70
Write in a personal way, avoiding corporate language......Page 71
A word about design......Page 72
First step? Identify your buyer personas......Page 73
Don’t let your visitors get lost......Page 76
Design every page as if it is the first page your visitor will see......Page 77
Answer the ‘What’s in it for me?’ question......Page 78
Complement copy with other interactive content......Page 79
RSS is an exciting new website tool......Page 80
Develop a list of names… or they vanish forever......Page 83
Enter the e-newsletter......Page 84
People go online to find information......Page 85
Design your website with the buying cycle in mind......Page 86
Five questions which distil the online sales process......Page 87
A list of dos and don’ts......Page 88
A definition of search engine optimization......Page 90
The ten most wanted spots in search engine results......Page 91
Ignoring SEO is a big mistake......Page 93
… and there are directories......Page 94
Understanding the search engines’ algorithms......Page 95
Your success or failure rests on goodkeyword research......Page 97
The magic of SEO copywriting......Page 99
Avoid Flash......Page 101
Submitting your site to the search engines......Page 102
How to measure your results......Page 103
Know when to stop......Page 104
Each article is your business partner......Page 106
Article marketing benefits......Page 107
Before you write your first article......Page 108
Writing the article......Page 110
How to submit articles......Page 113
Social bookmarking can help......Page 114
You will need to track results......Page 115
Definition......Page 118
A blog is not a blog without links......Page 119
Blogs are open to the world......Page 120
Traditional media lose control......Page 121
Search engines love blogs......Page 122
Compare a blog with regular websites......Page 123
The RSS factor again......Page 124
Blogging is demanding, and many give up......Page 125
Blogging benefits......Page 126
Successful blogging examples......Page 127
Writing hints for successful blogging......Page 131
The problem with blogs......Page 132
Promoting your blog......Page 133
What is the reality of blogs?......Page 134
Just imagine......Page 138
A force of the future......Page 139
A definition of podcasting......Page 141
Choosing when and where we listen to content......Page 143
Moving beyond text......Page 144
Podcasts offer powerful communication possibilities......Page 145
Podcasts greatly benefit corporations large and small......Page 147
How to create podcast content......Page 148
… as well as for internal audiences......Page 149
10. Social networking will be like air......Page 152
Millions flock to social networking sites......Page 153
Looking at a few big sites......Page 156
Social networking benefits......Page 159
The negatives of social networking......Page 160
The widget phenomenon......Page 161
The future of widgets......Page 163
Build your own network or go with a pre-existing one?......Page 164
Take a cue from the US presidential campaign......Page 165
Disappointing advertising performance of social networks......Page 166
The next generation will be smaller and more focused......Page 167
Communities challenge traditional thinking......Page 168
Tiny waves on a big pond…......Page 170
Viral marketing is not new......Page 171
What are viral marketing’s benefits?......Page 172
A word about link bait......Page 173
The creation of a viral campaign......Page 174
Viral products you can create......Page 175
Viral marketing is about emotion......Page 176
Examples of successful viral marketing campaigns......Page 177
Those viral campaigns that went wrong......Page 180
The negative side of viral marketing......Page 181
Reacting to consumer-generated viral content......Page 183
The world is becoming video......Page 186
The video explosion......Page 187
Video brings new dimensions to marketers and consumers alike......Page 188
Small businesses become big with video......Page 190
The Blendtec example......Page 191
Video can also be used in blogs......Page 192
Enter YouTube......Page 193
In all the video confusion, don’t forget the power of the written word......Page 194
Video boosts the trust factor......Page 195
Let’s extract the essence of each tool......Page 196
Let’s look at some case studies......Page 198
14. A peek at the future......Page 206
Computing power......Page 207
Artificial intelligence......Page 208
Personalization......Page 209
The international web......Page 210
References......Page 214
Index......Page 220