Communicating

with Web 2.0

November 6, 2008

Technology?

Design?

A Philosophy?

Web 2.0 seems to be like Pink Floyd lyrics:

it can mean different things to different people,

depending upon your state of mind.

- Kevin Maney

It’s all these things

AUDIENCE

Tweens and Nex Gen

- the most connected generations ever

Video games

Social Networks Internet

Mobile

Devices

Internet

Mobile

DevicesVideo games

Social Networks

Google Maps – A Web 2.0 Poster Child

• Accessible Information through web browser

applications (use on computer, PDA or other).

• Users can manage their own information by adding

waypoint, mapping directions, etc.

• Users participate and add value for others through

use such as 3D visual effects or other

• It’s easy to use – even for the least tech savvy user.

The Web 2.0

‘You’ser Model

Digital Identity Mapping

Expression

What I say

[Blogging]

Profession

Where I work

[LinkedIn]

Publication

What I share

[YouTube,

delicious]

Opinion

What I like

[Digg,

Crowdstorm]

Reputation

What is being said

on me

[eBay, Technorati]

Details

How and where to

join me

[email, IM]

Hobby

What I am

passionate about

[Bakespace]

Purchase

What I buy

[PayPal, Amazon]

Certificates

Who can certify my

identify

[Cardspace]

Knowledge

What I know

[Wikipedia]

Audience

Who I know

[Myspace]

Avatars

What represents me

[Second Life]

• Online user roles are

now more diverse and

complex

• Users have been

provided new tools to

extend their online

identify

The rules of engagement has

changed and truly embraces

the ‘public’ of public relations!

Organizational Structure

Goal

States

Structure

&

Process

External

Inputs &

Outputs

Internal to Organization

(adaptable to stimuli)

• Environmental Variations

• Research & Analysis

• Public Desire & Needs

Markets are People!

� Broadcasters, DJ’s & Videographers� You Tube

� Embedded videocasts

� iTunes

� Podcasts

� Journalists, Media Experts

and Critics� Blogs

� News (content) Syndicators

� Community Participants/Organizers

� Digg

Consumers Are:

Publishers & Experts� Blogs

� Type Pad

� Word Press

� Social Groups/Communities

� Google Docs

� Wikipedia

� Crowdcasting

� LinkedIn

Tools are Del.icio.us

WIKI BLOG PODCAST SYNDICATE

TAGGING CROWDCASTING WORKSPACESSOCIAL

NETWORKS

BUSINESS

PROCESS

AUTOMATION

SIMULATION OPTIMIZATIONSUPPLY CHAIN

MANAGEMENT

COMMUNICATE

COLLABORATE

PERFORM

A look at Syndication� To enrich web content

� Mash up

� RSS as the new portal?

Podcasting demystified

Blog vs Website

Style Interactivity Connect post-Browser

Diary

Editorial

Style

Trackback

Or Comment

Syndication

“Deeplinking”

RSS Readers

(email, iTunes)

Corporate

Writing

Style

Discussion

ForumsLinking/SEO Mobile web

Website

Blog

Forrester Research reports and increase in Blog

Readership from 4% in 2004 to 29% in 2006.

Why Should Companies Participate?

• Know your Audience (market research)

– As people not markets segments

• Collaborate (market testing and opinion tracking)

• Strategically it makes sense

– helps us begin to predict potential outcomes

– Early warning radar

– Enables development of responsive plans that address

arising issues (proactive vs. reactive organizational

behaviour)

Collaborate and Belong

Grilling up a Wiki?

“If you don't like change,

you're going to like irrelevanceeven less”

General Eric Shinseki, Retired Chief of Staff, US Army

A Provocative Moment:Where will these folks be in 5 years?

How will business address their needs?

http://www.youtube.com/watch?v=dGCJ46vyR9o

Get familiar (play personally or professionally)

� Review big brand sites

� Find others to muse with

� Learning 2.0 - the ‘23 Things’ program

� Create a sandbox to play in as a group!