the business of web 2.0

1Gavin Heaton

www.servantofchaos.com

Gavin Heaton // www.servantofchaos.com // servant@servantofchaos.com

BusinessThe

of Web 2.0

The new B2C – Brand-to-Community –strategy, tactics and learnings from the Age

of Conversation

2Gavin Heaton

3Gavin Heaton

About MeAbout Me

Web: www.servantofchaos.com

Twitter: servantofchaos

4Gavin Heaton

Web 2.0 // Social Media

5Gavin Heaton

Hands up if you have heard of …

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The Long Tail …

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Open Source …

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Conversation …

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This is Web 2.0

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Flickr

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MySpace

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YouTube

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Facebook

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Twitter

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16Gavin Heaton

I’m guessing that makes you one of Australia’s 11 million Internet subscribers

Facts courtesy of Katie Chatfield – http://www.getshouty.com

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67% of whom have broadband

http://www.internetworldstats.com/stats.htm

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19Gavin Heaton

This is as technical as I want to get

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RSS Explained

http://www.commoncraft.com/rss_plain_english

So, click this to see Lee explain RSS, simply

21Gavin Heaton

Weblog

I use Typepad, but there are plenty of blogging platforms available. Some are even FREE!

http://www.typepad.com

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Advertising effectiveness is increasingly under question

http://www.jaffejuice.com

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Brands and corporations are under scrutiny

http://www.buzzmachine.com/?tag=dell

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Since “Dell Hell” negative publicity less than halved. How?

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Cluetrain

The Cluetrain explained the shifting power between people and brands

http://www.cluetrain.com

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Podcasts

Now anyone can podcast to the world.

27Gavin Heaton

Wikipedia

Or contribute to global knowledge

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As Ed Tarwinski says, this is the “wonderful world of mobile internet”

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We can all build a community

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Amazon

And be rewarded with reputation, ratings and even affiliate sales

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The self-organising community aggregates its wealth while building value of your network

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This is Web 2.0, too

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Forget the hype, this is business …

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Business-to-Business

CustomSolutions

Enterprise SME Consumer

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

Business-to-Consumer

Mass prod / volume

Complexity Volume

The value of what you have to offer has many customers BUT the margins are incremental .

36Gavin Heaton

Enterprise 1.0 Sales

CustomSolutions

Mass prod / volume

Complexity Volume

Enterprise 1.0 firms are designed to service these two markets

but they leave a gap in between.

37Gavin Heaton

Enter Web 2.0

38Gavin Heaton

Convergence is Not About Technology

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The Convergence of Markets

B2B B2C

Complexity Volume

Knowledge Workers are no longer happy to leave their rich

web experiences at home.

40Gavin Heaton

The Convergence of Markets

B2B B2C

Complexity Volume

The NEW B2C …Brand-to-Community extends

from the consumer space through the enterprise

Br2Comm

41Gavin Heaton

It’s a convergence of thinking …

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… and doing

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It represents a fundamental shift in the nature of value

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It’s no longer about what you make

45Gavin Heaton

… but what you know

46Gavin Heaton

Tim O’Reilly’s Web 2.0

Web2.0Sharing

Openness

Social Networks

http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

47Gavin Heaton

The Machine is Us/ing Us

http://www.youtube.com/watch?v=6gmP4nk0EOE

Understand Web 2.0 in four minutes thanks to Prof Wesch

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Web as a Platform

Let me tell you a story …

49Gavin Heaton

It Enables

It started with a question …

http://www.drewsmarketingminute.com

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Harnessing Collective Intelligence

What did we know?

http://www.ageofconversation.com

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And the Person of the Year

Crowdsourcing …

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Data is the Next Intel Inside

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Continuous Beta

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Open Collaboration

103 authors across the globe

http://technomarketer.typepad.com

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Lightweight Programming

Usable technology does the hard work

http://pipes.yahoo.com

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Software Everywhere

From idea to print in 3 months

http://lulu.com/ageofconversation

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Software Everywhere

Hard, soft and eBooks

http://collaborativeideation.com/

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Rich Experiences

Technology enabled the project and the project spawned the connections

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http://mindblob.typepad.com

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And We Raised Money

Raised $10,000 for Variety in the first 60 days

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Influencers and Connectors

It’s about reputation, authority and participation

http://servantofchaos.typepad.com/soc/2007/10/the-strength-of.html

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Influencers and Connectors

Which gives your opinion context, weight and credibility

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Influence Ripples

And ripples across the internet

http://darmano.typepad.com

64Gavin Heaton

Measurement

But can you measure it?

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Measurement

Analytics + Page Rank + Feeds + Time with Brand + Volume of Comments

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Getting Started

It’s a conversation that you start by LISTENING

67Gavin Heaton

Let’s Try …

68Gavin Heaton

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

the business of web 2.0

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