The World Wide Web has evolved. It has gradually evolved from a pure information platform to a “participation platform”, i.e. a multimedia communication platform. This change towards a creative web with user-generated content is today generally referred to as Web 2.0. This user-generated content is what makes up this new web. In other words, Internet users produce and reproduce content on the Web themselves. In this way, the functions of Web 2.0 enable the active participation of users in Internet events and their content. The one-dimensional sender/receiver model is no longer relevant. For the first time ever, every user can be both a message receiver and its sender. A global, largely free exchange of opinions. The potential of the new Web 2.0 is shown by the numerous presentation possibilities, the enormous reach and the influence on society and individuals, their brand loyalty and purchase decisions. More tips can be found in the Social Media Blog or for free in my Social Media Marketing Guide.
The next stage of development brought the social networks. Forerunners like Facebook, Youtube and Twitter. And of course – and not to be forgotten – forerunners like Amazon, Ebay or AOL, which offered rating possibilities, user profiles, internal messaging (instant messaging), etc. Of course, many companies have realized the potential of the social web. But in contrast to the static web offerings of the past, as a model label they have to face the questions of the customers on the social web – sometimes also their attacks. It is no longer just about putting your own brand in the right light through advertising. Comments, discussions, but also answers are part of the appearance of every company today and cannot be planned.
At first, this sounds like extra work, but the social web offers companies the opportunity to exchange ideas with their community and to be inspired by their ideas. The dialogue with customers in service and brand communication can be intensified. Comments and opinions from users can support companies in almost every step of their value chain, for example through product suggestions. But users also help in the classic online shop, for example by adding product information and reviews. Often, online marketing in companies is still mostly limited to e-mail marketing and classic banner advertising. However, the Web 2.0, the Social Web, as described, offers far more possibilities – including social media marketing.
Pioneers in Web 2.0 and social media – example ASOS & ZARA
Pioneers show how interesting the active use of social networks can be for companies. One of the world’s largest fashion houses, Asos, currently has 3.3 million fans on Facebook in Germany alone and uses the platform almost daily to interact with users through high-quality content. In doing so, Asos relies on multi-channel management between its different networks. In addition to Facebook, Asos actively operates on six other platforms: Twitter, Pinterest, Tumblr, Google+, YouTube and Instagram. Asos even differentiates itself within its social networks. On the Tumblr blogging network, there are two channels at once. One blog is specifically tailored to men, while the other is aimed at women in particular. Through the differentiated content strategy, Asos manages to address target groups individually. From the big crowd on Facebook to the Tumblr blog for more alternative readers. Both blogs are constantly maintained by employees and also populated with high-quality content.
What such high-quality content can look like can also be seen very well at Zara. Zara unites over 21 million fans worldwide on Facebook. In addition to current information and discussions about products and the world around the fashion retailer, there are numerous links to other channels of the social media fashion company. Zara acts cleverly as a fashion retailer and uses, for example, photo albums that show exclusive fashion pieces before they are even on sale. By regularly publishing new, even more exclusive fashion pieces, Zara ensures interesting information that is relevant to many, and therefore, recurring users. Zara also engages in active multi-channel management. Clicking on the Youtube button leads directly to further exclusive content (“Behind the Scenes” videos). In addition to image and video content, the fashion company distributes text messages via Twitter. Here, users can find livestreams and feeds, for example live from all Fashionweeks.
Influencer Marketing Basics from A-Z
Since we have an extremely high volume of inquiries at our social media agency, we wanted to clarify for everyone how influencer marketing works. With our agency, we focus on long-term engagements for our talents. However, many online shops, companies and agencies also need help and support for ‘smaller’ projects. For that, we now have this 6-part free online course on Influencer Marketing. Based on our Instagram software Social Analytics, I show all the steps it takes to set up a successful influencer marketing concept. From the initial definition to monitoring the campaign. More tutorials on social media, marketing, Photoshop, WordPress, SEO, and much more can be found on my advertising agency Youtube channel.
Conclusion: Opportunities and dangers for companies in Web 2.0 and social networks
These best practice examples show how sensibly individual channels can be connected with each other. Brand loyalty also increases through increased interaction with the user. If an advertising message on the Internet is not sufficiently substantiated by user feedback, it quickly loses its impact. Here, fashion companies have the advantage of working – or being able to work – with ot exclusive content. However, it is just as important to act across channels in order to generate as much reach as possible. This is how brand presences can be completely redesigned from the company’s point of view.
Influencer: Fashion, Trends & Trendsetters
Why do influencers and trends influence us so much? The article about influencers like Brooklyn Beckham, Kim Kardashian and Bonnie Strange
https://lukinski.com/wp-content/uploads/2016/05/social-media-manager-influencer-multiplikator-instagram-youtube-reichweite-steigerung.jpg4001100Stephan/wp-content/uploads/2024/04/lukinski-logo-real-estate-investment-germany-house-villa-off-market-clean.svgStephan2016-05-12 17:31:582022-04-03 08:25:05Web 2.0 & Social Media: Reach for companies (example ASOS & ZARA)
