Web 2.0 An Introduction
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Transcript of Web 2.0 An Introduction
Web 2.0
Hosting the Conversation
The World in Which we Live
The Consumer is in Control
Consumers have unlimited options
Consumers are avoiding advertising
Pop-up Blocker
Some are revolting against it
Consumers are Online
Consumers are going to the web
What are they finding?
Web 1.0
Company to Consumer: Shut up & listenConsumer to company: Is anyone there?
Web 1.0
• One-way communication• Pretty postcards• “brochure-ware”• Internet is just another channel• “Corporate-speak”
Web 1.0• People want human
interaction• The Internet is NOT just
another channel for broadcasting
• The conversation went elsewhere
If Web 1.0 is dead…
…what is Web 2.0?
Web 2.0 – three facets
• Design• Open source• Communications
Web 2.0 Design
Customers want a rich user experience
MINIUSA.com
comeclean.com
nike.com/nikeplus
Web 2.0 Open Source
If you want to get, you gotta give
aws.amazon.com
code.google.com
RSS
Web 2.0 Communication
Who will host the conversation?
Markets are Conversations
Companies must:• Pay attention• Participate
Who do consumers trust?
• CEO or Secretary?• Marketing or peer?
“a person like me”i.e. other consumers
Social Media put Consumers in Control of the conversation
Every consumer is…
… a publisher
…a DJ
…an expert
…a broadcaster
…an editor
…a network
…a critic
…syndicated
If institutions want to participate in this
conversation, they must acknowledge and facilitate
consumer control.
Changing MSM
The mainstream media are opening their sites to citizen
journalism
ushare.keloland.com/ushare
Changing Companies
Companies are creating what are essentially online
databases that capture user generated content
amazon.com
ebay.com
musicdownloads.walmart.com
Thank You
Nathan SchockDirector of Public
RelationsBreukelman Kubista
Groupfreshglue.com
myspace.com/nschocklinkedin.com/in/nschock
AIM: natjoschockSkype: nathanschock
References• Slide #4: tivo.com, toolbar.google.com, xmradio.com, donotcall.gov• Slide #5: adbusters.org, nologo.org. Hat tip to Piers Fawkes, PSFK
(www.psfk.com/branded_utility_psfk_13nov06.pdf)• Slide #6: Pew Internet & the American Life Project
(www.pewinternet.org/trends/Internet_Adoption_4.26.06.pdf)• Slide # 7, 8: Morgan Stanley, Mary Meeker & David Joseph
(www.morganstanley.com/institutional/techresearch/pdfs/Webtwopto2006.pdf)• Slide #16: MINIUSA.com. Hat tip to David Armano, Logic + Emotion, and Kevin Mullet,
Macromedia Experience Design Team, The Essence of Effective Rich Internet Applications (http://darmano.typepad.com/for_blog/essence_of_ria.pdf).
• Slide #17: comeclean.com• Slide #18: nike.com/nikeplus• Slide #20: aws.amazon.com• Slide #21: code.google.com• Slide #22: feedicons.com• Slide #23: bloglines.com• Slide #24: my.yahoo.com
References• Slide #26: Cluetrain Manifesto (cluetrain.com)• Slide #27: Edelman 2006 Annual Trust Barometer
(edelman.com/image/insights/content/FullSupplement_final.pdf).• Slide #29: blogger.com, typepad.com, wordpress.org, spaces.live.com• Slide #30: podcast.net, apple.com/itunes, music.podshow.com, apple.com/ipod• Slide #31: wikipedia.org• Slide #32: youtube.com• Slide #33: digg.com• Slide #34: myspace.com/nschock• Slide #35, 42: amazon.com• Slide #39: ushare/keloland.com/ushare• Slide #40: argusleader.com/apps/pbcs.dll/section?Category=COMMUNITYPUB• Slide #43: ebay.com• Slide #44: musicdownloads.walmart.com• Slide #45: music.yahoo.com