The Business Of Web 2.0
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Transcript of The Business Of Web 2.0
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1Gavin Heaton
www.servantofchaos.com
Gavin Heaton // www.servantofchaos.com // [email protected]
BusinessThe
of Web 2.0
The new B2C – Brand-to-Community –strategy, tactics and learnings from the Age
of Conversation
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2Gavin Heaton
www.servantofchaos.com
![Page 3: The Business Of Web 2.0](https://reader033.fdocuments.in/reader033/viewer/2022052523/55578a9ed8b42ad4278b4e23/html5/thumbnails/3.jpg)
3Gavin Heaton
www.servantofchaos.com
About MeAbout Me
Web: www.servantofchaos.com
Twitter: servantofchaos
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4Gavin Heaton
www.servantofchaos.com
Web 2.0 // Social Media
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5Gavin Heaton
www.servantofchaos.com
Hands up if you have heard of …
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6Gavin Heaton
www.servantofchaos.com
The Long Tail …
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7Gavin Heaton
www.servantofchaos.com
Open Source …
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8Gavin Heaton
www.servantofchaos.com
Conversation …
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9Gavin Heaton
www.servantofchaos.com
This is Web 2.0
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10Gavin Heaton
www.servantofchaos.com
Flickr
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11Gavin Heaton
www.servantofchaos.com
MySpace
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12Gavin Heaton
www.servantofchaos.com
YouTube
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13Gavin Heaton
www.servantofchaos.com
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14Gavin Heaton
www.servantofchaos.com
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15Gavin Heaton
www.servantofchaos.com
Digg
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16Gavin Heaton
www.servantofchaos.com
I’m guessing that makes you one of Australia’s 11 million Internet subscribers
Facts courtesy of Katie Chatfield – http://www.getshouty.com
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17Gavin Heaton
www.servantofchaos.com
67% of whom have broadband
http://www.internetworldstats.com/stats.htm
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18Gavin Heaton
www.servantofchaos.com
Joost
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19Gavin Heaton
www.servantofchaos.com
RSS
This is as technical as I want to get
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20Gavin Heaton
www.servantofchaos.com
RSS Explained
http://www.commoncraft.com/rss_plain_english
So, click this to see Lee explain RSS, simply
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21Gavin Heaton
www.servantofchaos.com
Weblog
I use Typepad, but there are plenty of blogging platforms available. Some are even FREE!
http://www.typepad.com
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22Gavin Heaton
www.servantofchaos.com
Advertising effectiveness is increasingly under question
http://www.jaffejuice.com
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23Gavin Heaton
www.servantofchaos.com
Brands and corporations are under scrutiny
http://www.buzzmachine.com/?tag=dell
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24Gavin Heaton
www.servantofchaos.com
Since “Dell Hell” negative publicity less than halved. How?
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25Gavin Heaton
www.servantofchaos.com
Cluetrain
The Cluetrain explained the shifting power between people and brands
http://www.cluetrain.com
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26Gavin Heaton
www.servantofchaos.com
Podcasts
Now anyone can podcast to the world.
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27Gavin Heaton
www.servantofchaos.com
Wikipedia
Or contribute to global knowledge
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28Gavin Heaton
www.servantofchaos.com
As Ed Tarwinski says, this is the “wonderful world of mobile internet”
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29Gavin Heaton
www.servantofchaos.com
Ning
We can all build a community
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30Gavin Heaton
www.servantofchaos.com
Amazon
And be rewarded with reputation, ratings and even affiliate sales
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31Gavin Heaton
www.servantofchaos.com
eBay
The self-organising community aggregates its wealth while building value of your network
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32Gavin Heaton
www.servantofchaos.com
This is Web 2.0, too
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33Gavin Heaton
www.servantofchaos.com
Forget the hype, this is business …
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34Gavin Heaton
www.servantofchaos.com
Business-to-Business
CustomSolutions
Enterprise SME Consumer
Valu
e an
d Ef
fect
iven
ess
Complexity Volume
In B2B the value of what you have to offer has few customers BUT they are willing to pay a premium.
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35Gavin Heaton
www.servantofchaos.com
Business-to-Consumer
Mass prod / volume
Enterprise SME Consumer
Complexity Volume
Valu
e an
d Ef
fect
iven
ess
The value of what you have to offer has many customers BUT the margins are incremental .
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36Gavin Heaton
www.servantofchaos.com
Enterprise 1.0 Sales
CustomSolutions
Mass prod / volume
Enterprise SME Consumer
Complexity Volume
Valu
e an
d Ef
fect
iven
ess
Enterprise 1.0 firms are designed to service these two markets
but they leave a gap in between.
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37Gavin Heaton
www.servantofchaos.com
Enter Web 2.0
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38Gavin Heaton
www.servantofchaos.com
Convergence is Not About Technology
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39Gavin Heaton
www.servantofchaos.com
The Convergence of Markets
B2B B2C
Enterprise SME Consumer
Complexity Volume
Valu
e an
d Ef
fect
iven
ess
Knowledge Workers are no longer happy to leave their rich
web experiences at home.
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40Gavin Heaton
www.servantofchaos.com
The Convergence of Markets
B2B B2C
Enterprise SME Consumer
Complexity Volume
Valu
e an
d Ef
fect
iven
ess
The NEW B2C …Brand-to-Community extends
from the consumer space through the enterprise
Br2Comm
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41Gavin Heaton
www.servantofchaos.com
It’s a convergence of thinking …
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42Gavin Heaton
www.servantofchaos.com
… and doing
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43Gavin Heaton
www.servantofchaos.com
It represents a fundamental shift in the nature of value
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44Gavin Heaton
www.servantofchaos.com
It’s no longer about what you make
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45Gavin Heaton
www.servantofchaos.com
… but what you know
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46Gavin Heaton
www.servantofchaos.com
Tim O’Reilly’s Web 2.0
Web2.0Sharing
Openness
Blogs
Wikis
UGC
Social Networks
http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
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47Gavin Heaton
www.servantofchaos.com
The Machine is Us/ing Us
http://www.youtube.com/watch?v=6gmP4nk0EOE
Understand Web 2.0 in four minutes thanks to Prof Wesch
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48Gavin Heaton
www.servantofchaos.com
Web as a Platform
Let me tell you a story …
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49Gavin Heaton
www.servantofchaos.com
It Enables
It started with a question …
http://www.drewsmarketingminute.com
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50Gavin Heaton
www.servantofchaos.com
Harnessing Collective Intelligence
What did we know?
http://www.ageofconversation.com
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51Gavin Heaton
www.servantofchaos.com
And the Person of the Year
Crowdsourcing …
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52Gavin Heaton
www.servantofchaos.com
Data is the Next Intel Inside
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53Gavin Heaton
www.servantofchaos.com
Continuous Beta
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54Gavin Heaton
www.servantofchaos.com
Open Collaboration
103 authors across the globe
http://technomarketer.typepad.com
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55Gavin Heaton
www.servantofchaos.com
Lightweight Programming
Usable technology does the hard work
http://pipes.yahoo.com
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56Gavin Heaton
www.servantofchaos.com
Software Everywhere
From idea to print in 3 months
http://lulu.com/ageofconversation
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57Gavin Heaton
www.servantofchaos.com
Software Everywhere
Hard, soft and eBooks
http://collaborativeideation.com/
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58Gavin Heaton
www.servantofchaos.com
Rich Experiences
Technology enabled the project and the project spawned the connections
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59Gavin Heaton
www.servantofchaos.com
http://mindblob.typepad.com
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60Gavin Heaton
www.servantofchaos.com
And We Raised Money
Raised $10,000 for Variety in the first 60 days
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61Gavin Heaton
www.servantofchaos.com
Influencers and Connectors
It’s about reputation, authority and participation
http://servantofchaos.typepad.com/soc/2007/10/the-strength-of.html
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62Gavin Heaton
www.servantofchaos.com
Influencers and Connectors
Which gives your opinion context, weight and credibility
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63Gavin Heaton
www.servantofchaos.com
Influence Ripples
And ripples across the internet
http://darmano.typepad.com
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64Gavin Heaton
www.servantofchaos.com
Measurement
But can you measure it?
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65Gavin Heaton
www.servantofchaos.com
Measurement
Analytics + Page Rank + Feeds + Time with Brand + Volume of Comments
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66Gavin Heaton
www.servantofchaos.com
Getting Started
It’s a conversation that you start by LISTENING
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67Gavin Heaton
www.servantofchaos.com
Let’s Try …
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68Gavin Heaton
www.servantofchaos.com
Licensing/Attributions
Flickr Images:http://www.flickr.com/photos/chicadecasa/http://www.flickr.com/photos/enviale/http://www.flickr.com/photos/ryanmft/http://www.flickr.com/photos/redvers/http://www.flickr.com/photos/articnomad/http://www.flickr.com/photos/modadimagno/http://www.flickr.com/photos/st3f4n/http://www.flickr.com/photos/jluna/http://www.flickr.com/photos/calanan/http://www.flickr.com/photos/austinellison/http://www.flickr.com/photos/spittal/http://www.flickr.com/photos/jepoirrier/http://www.flickr.com/photos/edtarwinski/http://www.flickr.com/photos/thomashawk/http://www.flickr.com/photos/jonnybaker/
Ideas:Tim O’Reilly: http://www.oreilly.comDavid Armano: http://darmano.typepad.comDrew McLellan: http://www.drewsmarketingminute.comSean Howard: http://www.craphammer.caGeoffrey Moore: http://geoffmoore.blogs.comJoseph Jaffe: http://www.jaffejuice.comKatie Chatfield: http://www.getshouty.com
See my blogroll @ servantofchaos.com
Get this presentation:www.slideshare.net/servantofchaos