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Building a Community in Web 2.0

[vc_section][vc_row][vc_column][vc_column_text css=”.vc_custom_1637593123616{padding-top: 20px !important;padding-right: 5% !important;padding-bottom: 20px !important;padding-left: 5% !important;}”]The internet is changing. If you were unaware, we’re currently in the “Web 2.0” iteration of the internet. The easiest way to explain the differences between these iterations is summarized best as “Read, Write, and Execute.” Web 1.0, the earliest version of the web, was more about consuming content than adding to it–think Ask Jeeves, Yahoo, AOL, Netscape–these platforms were more about finding categorized, written, or straightforward visual content on the web. Contributing content generally requires specialized skills or technology. The accessibility and transparency of the web were minimal. The transference of content, data, and information both into and out of the net was so limited that today’s internet (not to mention tomorrow) is nearly indistinguishable from those early days.

The modern era, Web 2.0, is defined by social interaction. Now more a social platform than an informative one, the likes of Facebook, Twitter, Tik-Tok, and YouTube have changed the web forever–massive, institutional-sized operations where the content is generated by the users, for the users. The users themselves have become the ‘product,’ with whole business models based on farming and selling user data to gain market insights. Generations of exposure to advertising have left the modern user wary of being ‘sold’ on something–users are brighter, more tech-savvy, and far more aware of being manipulated than in the past. Advertising is based more on Big Data – demographics and categorization of users based on web activity.

Current trends and technology are pushing this Web 2.0 towards its next iteration, The Executable Web,  The Personalized Web, The Metaverse – an internet where all the content you see (and feel, hear, and experience) is hyper-personalized based on your behavior online. Technology like virtual reality and augmented reality means the line between the digital world and the real one will become more blurred. Cryptocurrencies and blockchain will allow for a decentralized internet, where users remove trusted intermediaries and replace them with public-facing verification processes and applications. Blockchain means that server-based applications will become a thing of the past, allowing for more privacy for users and less monopolization from mega-corps.

Content in Web 3.0 will be personalized on the user level. 3.0 Content will be based on the individual’s behavior online, but at a far more detailed level and without compromising the individual’s privacy. The content will also be machine-generated as firms, governments, and companies turn to AI and Machine Learning to process massive amounts of this personalized user data. Those machines gain the ability to make decisions based on that data.

What does this mean for small businesses today? It implies that community-building content has never been more critical. Brands that find ways to inject themselves into markets, conversations, or the more significant social consciousness (in a positive way) are finding themselves as more than just the purveyors of a product or service. They build whole networks of loyal customers and brand ambassadors who represent their brands, products, and services on the web. The Forbes Agency Council, a community of execs in public relations, media strategy, and creative ad agencies, has a fantastic article about some of the most successful community-building brands in 2021.

Like any relationship, building a community is all about creating meaningful connections between users. Creating content that resonates with your customers and allows them to connect with your brand AND each other is the firm foundation of building your Brand Community. Social Networks and communication tools enable brands to reach their community at an unprecedented speed. Drum up conversations with your customers, encourage them to get acquainted with your brand, identify mutual interests that resonate within your customer base. Generate content and discussion that makes your brand vulnerable, transparent, and honest — building trust with your community, clients, and customers along the way. Finally, maintain that relationship (and respect it) with consistent and trustworthy content, conversation, offers, and yes–advertising.

 

Let Prophase Marketing help you navigate Web 2.0 and beyond. We have over 35 years of experience in digital marketing, social media, and direct mail. We can help you and your brand builds those relationships that blossom into a community. Our social media and content creation teams can help you craft the right message for the right time and put your brand on the right platform for success. We can create content in video, images, text, or some combo to perfectly hit the right notes with your customers or clients. Our social media team understands the importance of creating positive experiences, engagement, and community no matter the industry. You can see a list of our social media services on our Social Media or Pricing Page.[/vc_column_text][/vc_column][/vc_row][/vc_section]

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The Client

Hail Shelter Car Covers are the only covers on the market today that truly protect against hailstorms. Many claim to protect against hail, but they just fall short. Until now, the idea of a versatile car cover that protects against hail did not exist. Their covers are engineered with unmatched Multi-Layer designs consisting of three patented, industry-leading, protective materials. The High Impact Absorption Materials are engineered to protect your investment from Hard Impact. They tested well up to Pool Ball (2″) Size Hail.

The Challenge

There is a large market for car covers of all kinds, but our duty was to help this company differentiate itself against competitors. Additionally, they don’t have a physical store – meaning we needed to convince those to purchase something without ever feeling it or seeing it with their own eyes.

The Solution

We’ve focused our social strategy on making known what makes this car cover so great compared to others. We’ve mixed social mediums – graphics, videos, and a contest. We wanted to highlight the emotion between a person and their vehicle and why it’s important to offer their car protection.

The Results

  • Sales have increased, resulting in this company needing a larger manufacturing facility.
  • Instagram & Facebook reach and profile visits have down exponentially from the start.

The Testimonial

“We have been working with ProPhase marketing for almost a year now. We tried to manage all our social media in-house, but it took too much time and was not as efficient. We needed professional help, so I did a lot of research and decided on ProPhase marketing because of their flexible plans. I was immediately impressed with their quality of their product and service. They are extremely professional, courteous, and very knowledgeable in their field. We get many compliments on our posts. The feedback is that the posts are professional, simple so as not to confuse, and consistent. I work closely with my account manager, Paige, and she is awesome! I could not be happier with ProPhase marketing. I’m so happy we found them!”

The Client

Meat Asia BBQ is a growing and developing Brooklyn-based food company specializing in Asian skewers and so much more. They want to build brand awareness and pivot social media content to reflect a more Asian, modern, pop and graffiti style.

The Challenge

Meat Asia is event-based and does not currently have a website. They want to pivot their content to a more eye-catching and graphic style. Overall, the challenge is to create great content that will connect with people and gets them to order their food and attend their events without external information, like a website.

The Solution

We’ve focused on developing the style of the images with a mix of Asian and New York flair. It has included adding their logo to very dynamic art and photography, making memes with manga, and editing “urban” photography with their branding. It’s all about being fun and creative.

The Results

  • Overall, we increased their following by 14% in 21 days
  • On Facebook, we increased their following by 20% in 21 days
  • On Instagram, we increased their following by 14% in 21 days
  • On Instagram, we increased total engagement by nearly 80% in 21 days

The Testimonial

Our Sales Team received a voicemail complimenting their Social Media Specialist on how happy they are with how services are going so far. They reiterated this sentiment with “OMG, you nailed it!” on recent feedback on new content.

Social Media Service Estimate

Please fill out the questionnaire to receive an instant quote on your social media management costs. We appreciate the opportunity!