Tasner M. Marketing in the Moment. The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First 2010
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Marketing in the Moment
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Marketing in the Moment
The Practical Guide to Using
Web 3.0 Marketing to Reach
Your Customers First
Michael Tasner
From the Library of Wow! eBook
ptg
© 2010 by Pearson Education, Inc.
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ISBN-10: 0-13-708109-X
ISBN-13: 978-0-13-708109-7
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Library of Congress Cataloging-in-Publication Data
Tasn er, Michael Scott, 1984–
Marketing in the moment : the practical guide to using
Web 3.0 marketing to reach your customers first /
Michael Tasner. — 1st ed.
p. cm.
Includes index.
ISBN 978-0-13-708109-7 (hardback : alk. paper) 1.
Internet marketing. 2. Web 3.0. I. Title.
HF5415.1265T37 2010
658.8’72—dc22
2010006095
Vice President, Publisher
Tim Moore
Associate Publisher and
Director of Marketing
Amy Neidlinger
Acquisitions Editor
Jennifer Simon
Editorial Assistants
Myesha Graham
Pamela Boland
Development Editor
Russ Hall
Operations Manager
Gina Kanouse
Senior Marketing
Manager
Julie Phifer
Publicity Manager
Laura Czaja
Assistant Marketing
Manager
Megan Colvin
Cover Designer
Chuti Prasertsith
Managing Editor
Kristy Hart
Project Editor
Betsy Harris
Copy Editor
Cheri Clark
Proofreader
Water Crest Publishing
Indexer
Lisa Stumpf
Compositor
Nonie Ratcliff
Manufacturing Buyer
Dan Uhrig
Icon Illustrations
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To my beautiful wife, Anna, and my handsome twin boys,
Connor and Logan.
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Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Recognize Any of These? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
What Does This Mean to You? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Move Out of the Way, or Jump on the Bullet Train . . . . . . . . . . . . 3
Why Should You Listen to Me? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
How to Use This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
FAQs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Do All the Tactics Apply to My Business? . . . . . . . . . . . . . . . . . . . . 6
Is Web 3.0 Marketing Expensive to Do? . . . . . . . . . . . . . . . . . . . . . 6
Who Does This Book Apply To? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Are There Other Tools in This Book Besides Online
Marketing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
1 The Mindset Shift: From Web 2.0 to Web 3.0 . . . . . . . . . . . . . . . . . . . . . 7
What Is Web 2.0? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
The Limitations of Web 2.0 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Oversaturation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Misconceptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Modes of Interaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Openness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
What Is Web 3.0 Marketing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
The Five Key Components of Web 3.0 Marketing . . . . . . . . 12
2 Are You Ready for Web 3.0 Marketing?. . . . . . . . . . . . . . . . . . . . . . . . . . . 15
How Web 3.0 Marketing Will Affect Your Business,Your
Company, and Your Life . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Increasing Mobility and Reliance on Mobile Devices . . . 15
Resistance to Sharing Information with Everyone . . . . . . . 16
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A Reduction in the Need to Be “Belly-to-Belly” . . . . . . . . . . . 16
Everything Is Continuing to Go to the Web . . . . . . . . . . . . . . . 17
Conducting a 360-Degree Review of Your Web
Platform and Marketing Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Investing in New and Additional Technology . . . . . . . . . . . . . . . . . 22
The Top Five Things You Need to Do to Master
and Prepare for the Web 3.0 Wave . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3 Content Marketing: Understanding and Capitalizing
on the Drastic Shift Taking Place. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
The Content-Delivery Change Taking Place . . . . . . . . . . . . . . . . . . . 25
From Blogging to Microblogging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Blogging: What Is a Blog? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
The Two Key Types of Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Why Should You Be Blogging? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
How to Fully Utilize the Power of Your Blog . . . . . . . . . . . . . . . 29
The Shift from Blogging to Microblogging . . . . . . . . . . . . . . . 33
Twitter and How It’s Changing the World . . . . . . . . . . . . . . . . . . . . . 34
What Is Twitter? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Who Should Be Using Twitter? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
How to Get a Massive Number of Twitter Followers . . . . . . . . . 36
Advanced Twitter-Building Tactics and Other
Twitter Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
@Tweets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Direct Messages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Retweeting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Tweet Deck . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Social Oomph . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Search.twitter.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Twitturly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Multiple Twitter Accounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Twitter Maintenance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
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4 Mobile Marketing: Tapping into Billions
of Cellphone Users. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
What Is Mobile Marketing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Mobile Marketing with SMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Mobile Marketing with MMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
In-Game Mobile Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Mobile Web Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Mobile Marketing Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
A World Run on BlackBerrys, iPhones, and
Mobile Devices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
BlackBerrys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
iPhones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
How to Implement Mobile Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 62
SMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
MMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
Mobile Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
Voice Broadcasts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
5 Virtual Reality Worlds: The Hows and Whys
of This Unique Marketing Universe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
The Basics of Virtual Reality World Communities . . . . . . . . . . . . 83
www.SecondLife.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
www.ActiveWorlds.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85
Entropia Universe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
www.There.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
www.Kaneva.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
www.Worlds.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
Moove . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
www.IMVU.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
Other Worlds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
How to Leverage the Trend . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Contents
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