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?
Web 1.0 Company to Consumer: Shut up & listen Consumer to company: Is anyone there?
Web 1.0 One-way communication Pretty postcards “brochure-ware” Internet is just another channel “Corporate-speak”
Web 1.0 People want human interaction The Internet is NOT just another channel for broadcasting The conversation went elsewhere
If Web 1.0 is dead… …what is Web 2.0?
Web 2.0 – three facets Design Open source Communications
Web 2.0 Design Customers want a rich user experience
MINIUSA.com
comeclean.com
nike.com/nikeplus
Web 2.0 Open Source If you want to get, you gotta give
aws.amazon.com
code.google.com
RSS
Web 2.0 Communication Who will host the conversation?
Markets are Conversations Companies must: Pay attention Participate
Who do consumers trust? CEO or Secretary? Marketing or peer? “a person like me” i.e. other consumers
Social Media put Consumers in Control of the conversation Every consumer is…
… a publisher
…a DJ
…an expert
…a broadcaster
…an editor
…a network
…a critic
…syndicated
If institutions want to participate in this conversation, they must acknowledge and facilitate consumer control.
Changing MSM The mainstream media are opening their sites to citizen journalism
ushare.keloland.com/ushare
Changing Companies Companies are creating what are essentially online databases that capture user generated content
amazon.com
ebay.com
musicdownloads.walmart.com
References Slide #4: tivo.com, toolbar.google.com, xmradio.com, donotcall.gov Slide #5: adbusters.org, nologo.org. Hat tip to Piers Fawkes, PSFK ( Slide #6: Pew Internet & the American Life Project ( Slide # 7, 8: Morgan Stanley, Mary Meeker & David Joseph ( 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 ( 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
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