Question:

• What were the main strategic positions for Joseph Lee in 2004?– If Lee chooses to act, what three key questions

must he answer?

• In one sentence: what does the Long Tail theory state?

• What do you think of InnoCentive?– And why have you heard about this company

before?

Web 2.0:Web 2.0:Beyond the Blog PhenomenonBeyond the Blog Phenomenon

Web 2.0:Web 2.0:Beyond the Blog PhenomenonBeyond the Blog Phenomenon

BlogsBlogsWikisWikis

Web ServicesWeb Services

(x)html(x)html

Service-Oriented ArchitectureService-Oriented Architecture

FolksonomiesFolksonomiesMessagingMessaging Social SoftwareSocial Software

Semantic WebSemantic Web

RSS/AtomRSS/Atom

P2PP2P

Web 2.0Web 2.0

VoIPVoIP

Next Generation InternetNext Generation Internet

First: We blogFirst: We blog

The New YorkerThe New Yorker, July 1993 The New YorkerThe New Yorker, September 2005

Something has changed in the Web during this decade of online history… At the beginning it was all about being online; now it’s about socializing the online environment.

Blog: noun [short for Weblog] (1999) : a Web site that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer. (Merriam-Webster online Dictionary)(Merriam-Webster online Dictionary)

Blog: A blog or weblog (derived from web + log) is a web-based publication consisting primarily of periodic articles (normally, but not always, in reverse chronological order). Although most early blogs were manually updated, tools to automate the maintenance of such sites made them accessible to a much larger population, and the use of some sort of browser-based software is now a typical aspect of "blogging". (Wikipedia)(Wikipedia)

We blogWe blog

We The MediaWe The Media

The citizen’s assault to Main-Stream-MediaThe citizen’s assault to Main-Stream-Media

•Participatory JournalismParticipatory Journalism: : is living its renaissance powered by the “credibility breakdown”“credibility breakdown” of traditional media (MSMMSM) •Media 2.0•Journalism 3.0

ConversationsConversations

The conversation as the ‘atomic’ element to be analyzed within the blogosphere. The hyper hyper textual interactionstextual interactions that take place in the Internet supported by networked posts, comments, links and trackbacks add human (social) significance to the Web.

The ManifestoThe Manifesto try to make us remember that “markets are “markets are conversations”conversations” and in a two-way World Live Web were people can recognize the human voice among the crowd, corporations corporations must enter the conversation – and talk with human voice - must enter the conversation – and talk with human voice - to be heardto be heard.

The social side of this ‘blogging’ The social side of this ‘blogging’ equation:equation:

Corporate (1/3)Corporate (1/3)

It seems that some corporations want to enter the It seems that some corporations want to enter the conversation…conversation… So they’re adding corporate blogging to their communication/PR toolscommunication/PR tools, using the blogosphere as an information repository to be mined, or as a meme amplification machine.

Corporate (2/3)Corporate (2/3)

But blogs are not only useful as PR tools. Corporate BloggingCorporate Blogging seems to be “the next big thing” in the Internet… and, as a matter of fact, we can find corporations like Sun, IBM or even Microsoft defining their positioning within the blogosphere.

External communication and brandingExternal communication and branding are the corporate areas where blogging finds its way more easily. Collaboration and Knowledge blogs are still waiting their opportunity.

Corporate (3/3)Corporate (3/3)

The Blogging Business:The Blogging Business:Nanopublishing:Nanopublishing: Examples like Weblogs Inc. try to leverage the “credibility crisis” of corporate and MSM communication.

Consulting:Consulting: Usually enterprises need external knowledge and expertise to take advantage of new technologies. E.g., services that mine the blogosphere, especially of marketing experts or consumer experts.

Personal branding & freelance activity:Personal branding & freelance activity: The “e-lance” professionals – borne with the Web Bubble – has a powerful tool in the blogosphere for building a reputation, offering their abilities and knowledge or launching their projects.

Enterprise-grade services:Enterprise-grade services: Blogging services (Six Apart) or Social Software (SocialText).

Wikis: the ultimate Wikis: the ultimate collaboration toolcollaboration tool

The read/write Web: The read/write Web: a universal, emergent and growing repository of human knowledge without boundaries. Another innovation wave that get us a little bit closer to the original idea of an actual World Live Web…

A wiki is a web application that allows users to add content, as on an Internet forum, but also allows others (often completely unrestricted) to edit the content. The term Wiki also refers to the collaborative software used to create such a website. In essence, the wiki is a vast simplification of the process of creating HTML pages, and thus is a very effective way to exchange information through collaborative effort. (Wikipedia)(Wikipedia)

Social SoftwareSocial Software

Social Networking: Social Networking: Keeping your contacts online trough a web interface with a useful representation of them.

Social Bookmarking: Social Bookmarking: Your links and references to different kinds of resources live online.

Social Tagging (Folksonomies): Social Tagging (Folksonomies): An unintentional, collective effort of categorizing the Web, with added social significance.

······Socialware: Socialware: del.icio.us, de.lirio.us, BlogMarks, Wists, LinkedIn, eConozco, Orkut, 43Things, flickr... always in “permanent beta”“permanent beta”, offering open APIs open APIs and keeping certain level of ‘hackability’‘hackability’ as an enabler for improving USER INNOVATION USER INNOVATION.

Social Calendaring: Social Calendaring: Shared agendas for events arrangement and meetings planning.

The Socialization of the WebThe Socialization of the Web

It’s not about technology:It’s not about technology: the addition of human (social) significance to our online interactions is driving the emergence of a real (cyber)social environment, that extends seamlessly to the “real world”.

It’s about peopleIt’s about people and their social (networking) activity going online to be expanded and amplified by network effects, and the viral nature of the information flowing through the Internet. It’s about social It’s about social networksnetworks which we are getting linkedlinked to, making The Network itself more social (humane).

RDF, OWLRDF, OWL

RSS, AtomRSS, AtomWS, SOAWS, SOA XML, XSLT, ...XML, XSLT, ...

AJAXAJAX xhtmlxhtml

NetworkingNetworkingSharingSharingBloggingBlogging TaggingTagging

MessagingMessaging

ShareShare

ConversateConversate

CollaborateCollaborate

FolksonomiesFolksonomiesBlogsBlogs WikisWikis

PodcastsPodcasts SocialwareSocialware

USER INNOVATIONUSER INNOVATION

INNOVATINGINNOVATING

INNOVATIVEINNOVATIVEApps&ServicesApps&Services

TechnologyTechnologyINNOVATIONINNOVATION

A layered VisualizationA layered Visualization

Main characteristics of web collaboration on the Internet

• comments are not collaboration • facilitate:

– Collaborative websites do require that a large number of information be created upfront in order to attract new visitors.

• Adapt your brand to world of openness and transparency

• Avoid talking about your products• Be reactive and spontaneous• Flow of information

– It’s all about content

• Adopt Web 2.0 culture– free software, collaborative design, creativity meetings and

collaborative meetings (barcamps and all the variations on the theme)

User Communities

Motivation

• fun, enjoyment, and intrinsic motivation that arise through engagement in the task and community.

• NOT the profit principle!

• As a marketer, what do you make of this motivation?

User Innovation

• user-community in which information, assistance, and innovations are freely shared. – Open source communities (Apache, Linux, Apple)– Innovation communities: Kitesurfing, Kitesurfing – Brand communities (Miller, Harley Davidson,

LEGO, or Barbie)

Innovative Communities

• Why do these communities form?– To induce improvements by others– Help others– To find questions– And answer them– Have fun

Brand Community

Lindberg believes:

• A brand may pass through several stages before it reaches the COMMUNITY STAGE.– the classic Unique Selling Proposition (USP stage) where we find

Hyundai. – Emotional Selling Proposition (ESP) which Coke and Pepsi are

working in. – Organizational Selling Proposition (OSP) where he places Nike.– Brand Selling Proposition (BSP) such as Harry Potter, Pokamon, and

Teenage Mutant Ninja Turtles. Product pretty irrelevant. Ex.: seven Harry Potter books have been published to date, yet over 3,000 related products have been released!

– Me Selling Proposition (MSP) is the pinnacle of brand-building success. At this altitude, consumers assume ownership of the brand and do most of the communication work for you as part of the community.

• http://www.obtainium.tv/

• Miller Man Law

Effect of Consumer Collaboration

• The multitude

• Superiority in design, ideas, and functionality

• Leverages the playful element of consumers (emotional attachment)