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Published byHector Kennedy Modified over 8 years ago
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Web 2.0 Hosting the Conversation
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The World in Which We Live The Consumer Is in Control
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Consumers have unlimited options
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Consumers are avoiding advertising Pop-up Blocker
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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 & listen Consumer 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)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)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)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).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).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=COMMUNITYPUBargusleader.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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