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Web 2.0

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?.

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Web 2.0

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  1. Web 2.0 Hosting the Conversation

  2. The World in Which We Live The Consumer Is in Control

  3. Consumers have unlimited options

  4. Consumers are avoiding advertising Pop-up Blocker

  5. Some are revolting against it

  6. Consumers are Online

  7. Consumers are going to the web What are they finding?

  8. Web 1.0 Company to Consumer: Shut up & listenConsumer to company: Is anyone there?

  9. Web 1.0 • One-way communication • Pretty postcards • “brochure-ware” • Internet is just another channel • “Corporate-speak”

  10. Web 1.0 • People want human interaction • The Internet is NOT just another channel for broadcasting • The conversation went elsewhere

  11. If Web 1.0 is dead… …what is Web 2.0?

  12. Web 2.0 – three facets • Design • Open source • Communications

  13. Web 2.0 Design Customers want a rich user experience

  14. MINIUSA.com

  15. comeclean.com

  16. nike.com/nikeplus

  17. Web 2.0 Open Source If you want to get, you gotta give

  18. aws.amazon.com

  19. code.google.com

  20. RSS

  21. Web 2.0 Communication Who will host the conversation?

  22. Markets are Conversations Companies must: • Pay attention • Participate

  23. Who do consumers trust? • CEO or Secretary? • Marketing or peer? “a person like me” i.e. other consumers

  24. Social Media put Consumers in Control of the conversation Every consumer is…

  25. … a publisher

  26. …a DJ

  27. …an expert

  28. …a broadcaster

  29. …an editor

  30. …a network

  31. …a critic

  32. …syndicated

  33. If institutions want to participate in this conversation, they must acknowledge and facilitate consumer control.

  34. Changing MSM The mainstream media are opening their sites to citizen journalism

  35. ushare.keloland.com/ushare

  36. Changing Companies Companies are creating what are essentially online databases that capture user generated content

  37. amazon.com

  38. ebay.com

  39. musicdownloads.walmart.com

  40. 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

  41. 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

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