web 2.0
DESCRIPTION
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?. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Web 2.0](https://reader036.vdocuments.mx/reader036/viewer/2022062722/56813982550346895da1165c/html5/thumbnails/1.jpg)
Web 2.0
Hosting the Conversation
![Page 2: Web 2.0](https://reader036.vdocuments.mx/reader036/viewer/2022062722/56813982550346895da1165c/html5/thumbnails/2.jpg)
The World in Which We Live
The Consumer Is in Control
![Page 3: Web 2.0](https://reader036.vdocuments.mx/reader036/viewer/2022062722/56813982550346895da1165c/html5/thumbnails/3.jpg)
Consumers have unlimited options
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Consumers are avoiding advertising
Pop-up Blocker
![Page 5: Web 2.0](https://reader036.vdocuments.mx/reader036/viewer/2022062722/56813982550346895da1165c/html5/thumbnails/5.jpg)
Some are revolting against it
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Consumers are Online
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Consumers are going to the web
What are they finding?
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Web 1.0
Company to Consumer: Shut up & listenConsumer to company: Is anyone there?
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Web 1.0
• One-way communication• Pretty postcards• “brochure-ware”• Internet is just another channel• “Corporate-speak”
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Web 1.0• People want human
interaction• The Internet is NOT just
another channel for broadcasting
• The conversation went elsewhere
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If Web 1.0 is dead…
…what is Web 2.0?
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Web 2.0 – three facets
• Design• Open source• Communications
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Web 2.0 Design
Customers want a rich user experience
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MINIUSA.com
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comeclean.com
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nike.com/nikeplus
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Web 2.0 Open Source
If you want to get, you gotta give
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aws.amazon.com
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code.google.com
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RSS
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Web 2.0 Communication
Who will host the conversation?
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Markets are Conversations
Companies must:• Pay attention• Participate
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Who do consumers trust?
• CEO or Secretary?• Marketing or peer?
“a person like me”i.e. other consumers
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Social Media put Consumers in Control of the conversation
Every consumer is…
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… a publisher
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…a DJ
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…an expert
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…a broadcaster
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…an editor
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…a network
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…a critic
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…syndicated
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If institutions want to participate in this
conversation, they must acknowledge and facilitate
consumer control.
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Changing MSM
The mainstream media are opening their sites to citizen
journalism
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ushare.keloland.com/ushare
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Changing Companies
Companies are creating what are essentially online
databases that capture user generated content
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amazon.com
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ebay.com
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musicdownloads.walmart.com
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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
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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