Download - The Business Of Web 2.0
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
2Gavin Heaton
www.servantofchaos.com
3Gavin Heaton
www.servantofchaos.com
About MeAbout Me
Web: www.servantofchaos.com
Twitter: servantofchaos
4Gavin Heaton
www.servantofchaos.com
Web 2.0 // Social Media
5Gavin Heaton
www.servantofchaos.com
Hands up if you have heard of …
6Gavin Heaton
www.servantofchaos.com
The Long Tail …
7Gavin Heaton
www.servantofchaos.com
Open Source …
8Gavin Heaton
www.servantofchaos.com
Conversation …
9Gavin Heaton
www.servantofchaos.com
This is Web 2.0
10Gavin Heaton
www.servantofchaos.com
Flickr
11Gavin Heaton
www.servantofchaos.com
MySpace
12Gavin Heaton
www.servantofchaos.com
YouTube
13Gavin Heaton
www.servantofchaos.com
14Gavin Heaton
www.servantofchaos.com
15Gavin Heaton
www.servantofchaos.com
Digg
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
17Gavin Heaton
www.servantofchaos.com
67% of whom have broadband
http://www.internetworldstats.com/stats.htm
18Gavin Heaton
www.servantofchaos.com
Joost
19Gavin Heaton
www.servantofchaos.com
RSS
This is as technical as I want to get
20Gavin Heaton
www.servantofchaos.com
RSS Explained
http://www.commoncraft.com/rss_plain_english
So, click this to see Lee explain RSS, simply
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
22Gavin Heaton
www.servantofchaos.com
Advertising effectiveness is increasingly under question
http://www.jaffejuice.com
23Gavin Heaton
www.servantofchaos.com
Brands and corporations are under scrutiny
http://www.buzzmachine.com/?tag=dell
24Gavin Heaton
www.servantofchaos.com
Since “Dell Hell” negative publicity less than halved. How?
25Gavin Heaton
www.servantofchaos.com
Cluetrain
The Cluetrain explained the shifting power between people and brands
http://www.cluetrain.com
26Gavin Heaton
www.servantofchaos.com
Podcasts
Now anyone can podcast to the world.
27Gavin Heaton
www.servantofchaos.com
Wikipedia
Or contribute to global knowledge
28Gavin Heaton
www.servantofchaos.com
As Ed Tarwinski says, this is the “wonderful world of mobile internet”
29Gavin Heaton
www.servantofchaos.com
Ning
We can all build a community
30Gavin Heaton
www.servantofchaos.com
Amazon
And be rewarded with reputation, ratings and even affiliate sales
31Gavin Heaton
www.servantofchaos.com
eBay
The self-organising community aggregates its wealth while building value of your network
32Gavin Heaton
www.servantofchaos.com
This is Web 2.0, too
33Gavin Heaton
www.servantofchaos.com
Forget the hype, this is business …
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.
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 .
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.
37Gavin Heaton
www.servantofchaos.com
Enter Web 2.0
38Gavin Heaton
www.servantofchaos.com
Convergence is Not About Technology
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.
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
41Gavin Heaton
www.servantofchaos.com
It’s a convergence of thinking …
42Gavin Heaton
www.servantofchaos.com
… and doing
43Gavin Heaton
www.servantofchaos.com
It represents a fundamental shift in the nature of value
44Gavin Heaton
www.servantofchaos.com
It’s no longer about what you make
45Gavin Heaton
www.servantofchaos.com
… but what you know
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
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
48Gavin Heaton
www.servantofchaos.com
Web as a Platform
Let me tell you a story …
49Gavin Heaton
www.servantofchaos.com
It Enables
It started with a question …
http://www.drewsmarketingminute.com
50Gavin Heaton
www.servantofchaos.com
Harnessing Collective Intelligence
What did we know?
http://www.ageofconversation.com
51Gavin Heaton
www.servantofchaos.com
And the Person of the Year
Crowdsourcing …
52Gavin Heaton
www.servantofchaos.com
Data is the Next Intel Inside
53Gavin Heaton
www.servantofchaos.com
Continuous Beta
54Gavin Heaton
www.servantofchaos.com
Open Collaboration
103 authors across the globe
http://technomarketer.typepad.com
55Gavin Heaton
www.servantofchaos.com
Lightweight Programming
Usable technology does the hard work
http://pipes.yahoo.com
56Gavin Heaton
www.servantofchaos.com
Software Everywhere
From idea to print in 3 months
http://lulu.com/ageofconversation
57Gavin Heaton
www.servantofchaos.com
Software Everywhere
Hard, soft and eBooks
http://collaborativeideation.com/
58Gavin Heaton
www.servantofchaos.com
Rich Experiences
Technology enabled the project and the project spawned the connections
59Gavin Heaton
www.servantofchaos.com
http://mindblob.typepad.com
60Gavin Heaton
www.servantofchaos.com
And We Raised Money
Raised $10,000 for Variety in the first 60 days
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
62Gavin Heaton
www.servantofchaos.com
Influencers and Connectors
Which gives your opinion context, weight and credibility
63Gavin Heaton
www.servantofchaos.com
Influence Ripples
And ripples across the internet
http://darmano.typepad.com
64Gavin Heaton
www.servantofchaos.com
Measurement
But can you measure it?
65Gavin Heaton
www.servantofchaos.com
Measurement
Analytics + Page Rank + Feeds + Time with Brand + Volume of Comments
66Gavin Heaton
www.servantofchaos.com
Getting Started
It’s a conversation that you start by LISTENING
67Gavin Heaton
www.servantofchaos.com
Let’s Try …
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