the social web (version2)
DESCRIPTION
Web 2.0, The Social Web (version 2)This presentation was prepared for the Digital Marketing Certificate in Miami, by ITESM.September 2011TRANSCRIPT
The SocialWeb
The Social WebThe Social WebnContacto ‐ 2011nContacto ‐ 2011cccc
Version 2Version 2
The SocialWeb Who I am?
• Father of two boys• Evangelist of business models based on
collaboration and social networking.• Chief Officer of nContacto• Expert on Enterprise Communities of
Practice• WW Compliance Manager in the business
of Printing Systems Management at HP• Former CFO and Controller for Hewlett
Packard Venezuela.• Chemical Engineer (ITESO, Guadalajara)• MBA in Finance (ITESM, Guadalajara) • Experienced educator• President of the Houston Chapter of the
Mexican Talent Network• Co‐founder of the Alumni Association
ITESM in Houston (Ex‐A‐Tecs)
Follow Me:pplopez.net
twitter.com/pplopez
www.inkedin.com/in/joseluislopez
facebook.com/jose.luis.lopez.mota
plus.google.com/105780040815942510229
friendfeed.com/pplopez
pplopez.tumblr.com
pplopez.posterous.com
stumbleupon.com/stumbler/PePeLopez
delicious.com/pplopez
www.slideshare.net/pplopez
PP_Lopez
The SocialWeb Topics
I. What is Web 2.0 ?
II. Principles of Web 2.0
III. Old Good Days
IV. Understanding effects of Web
2.0
The SocialWeb
“Web 1.0 was Commerce
Web 2.0 is People”
‐ Ross Mayfield
I. What is Web 2.0?
The SocialWeb History
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
WWW was born!
Mosaic (Netscape)
Web 2.0 Conference
Yahoo!
.com Bubble
Friendster
MySpace
sixdegrees
Source: Wikipedia
The SocialWeb Increased scale of users and content….
Source: Wikipedia
The SocialWeb Convergence of Technology and People 7
Technology• Cheap hardware & • Higher computing power• Mobility, connected devices
Social change
Technology increases the speed and force of social change
SocialComputing
• Aging consumers: look to technology to support families and communities
• Younger generations: pioneer the use of personal networks and viral communication
Social forces shape technology development and custom applications
Source: Forrester
The SocialWeb What’s Changed
Web 2.0 attributes differ from those of traditional web apps in numerous ways
Characteristics Web 1.0 Web 2.0Mode Read Write and contribute
Content created by Web coders Everyone
Primary unit of content Page Post and record
State Static Dynamic, application‐like
Viewed through Web browser RSS readers, web browsers, Apps
Architecture Client‐server Web services
Domain of Geeks Amateurs
The SocialWeb The Web Evolution
Need Human 1.0 Web 1.0 Web 2.0Many to many communication
Live Conversation Bulletin Boards Discussion Forums
One to many communication
Journals, Personal Diary
Personal websites Blogs
Collaboration Message Board Hyperlinks Wikies
Taxonomy Post‐it, papers tags Bookmarks Tags
Broad Communication
Live Conferences Video conferences Webinars
News, Notifications
Newsletter, Memorandums
Email distribution Web Syndication
Text, Documentation
Books, Manuals, Magazines
Website, Shared files, email
Social Networks, Communities
The SocialWeb Social Technologies Landscape
The SocialWeb Social Technologies by Purpose
• Communication• CommunicationSocial Networking
• Knowledge Transfer
• Knowledge TransferSocial Media
• Reputation• ReputationSocial Relevance
• Operational Value• Operational ValueSocial Collaboration
The SocialWeb Social Technologies by Category
The SocialWeb Social Technologies by Kind of Conversation
The SocialWeb The Impact of Technology
Connected Organizations• Millions
Web 1.0
Connected People• 6 Billion
Web 2.0
Connected Devices• 100 Billion
Web 3.0
Connected Intelligences• 1 Trillion
Web 4.0
The SocialWeb
Web 1.0 Web 2.0
The SocialWeb II. Principles of Web 2.0
The SocialWeb No Product but Services
www.mint.com
• Not whatcustomer wants but why they want
• A problem solving approach
• Simple Solutions
“There are no products, only solutions”
The SocialWeb Customizationwww.ning.com
• Every individual is unique
• Some people want to be different
• Allow him to choose instead of forcing him to use what you have made
Make him feel home
The SocialWeb Focus on the “Long Tail”
www.netflix.com
• Reach out to the entire web
• To the long tail and not the just the head
• Customer‐self service
Put everything there
The SocialWeb Harnessing Collective Intelligence
www.kickstarter.com
• Open systems
• Network effects from user contribution
• Systems designed to encourage participation
It requires radical experiment in trust
The SocialWeb Specialized Databasewww.foursquare.com
• Applications backed by a specialized database
• Database management is a core competency
“Infoware” rather than merely “software”
The SocialWeb Who owns the data
www.flickr.com
• Control over data led to market control
• Sustainable competitive advantage to the company
• Data sources can be expensive; increasing returns via network effects
Race is to own certain classes of core data
The SocialWeb End of the Software Release Cycle
www.docs.google.com
• “Release Early, release Often”
• Daily operations must become a core competency
• Real time monitoring of user behavior
“Perpetual BETA”
The SocialWeb Software above the level of a Single Device
www.evernote.com
• The PC is no longer the only access device for internet applications
•
• Application designed to integrate services across handheld devices, PCs, and internet servers
Anyplace, anywhere, anytime
The SocialWeb III. Old Good Days!
The SocialWeb
Old Good Days!
The SocialWeb
Once upon a time…
The SocialWeb
People
The SocialWeb
Share
Express
The SocialWeb
Trust
Recommendations
The SocialWeb
Meet people
Match making
The SocialWeb
Reputation ManagementAnalyticsSocial CRM
The SocialWeb
SkypeVOIP
The SocialWeb
EmailWall posting
The SocialWeb
SMSMicro‐blogging
The SocialWeb
Discussion ForumsChats
The SocialWeb
One‐to‐one commerceCRMCustomer CommunitiesShopping Ranking
The SocialWeb
Affiliation communities
Location based marketing
Customer feedback
The SocialWeb
Ecommerce shopping
Personalized shopping experience
Reccomendations
The SocialWeb
Multi‐player gamingSocial gamesFan driven communities
The SocialWeb
Internet Radio
Music streaming
Music sharing
The SocialWeb
Photo sharing
Video sharing
The SocialWeb
Facebook Pages
Google+ Circles
My Space Pages
The SocialWeb
Twitter campaigns
Text chains
The SocialWeb
WikisAnonymous emailExternal boards / UseNet
The SocialWeb
The SocialWeb
The SocialWeb IV. Understanding Effects of Web 2.0
The SocialWeb To understand how to do business in a 2.0 world…
You do not need to understand the Web 2.0
technologies
“You are better off understanding Human 1.0 –not as individuals, but as hyper‐social creatures"
The SocialWeb It’s more about the people than the technology
The SocialWeb Connect & Communicate
The SocialWeb What’s happen?
The SocialWeb Human 1.0 Hyper‐Social Traits
Source: The Hyper‐Social Organization – F. Gossieaux & E. Moran
The SocialWeb 1. Reciprocity
A reflex that allows us to be the only super‐social species without all being
brothers and sistersEmma Stone, Octavia Spencer and Viola Davis star in "The Help"
The SocialWeb 2. Social Framework
Evaluating things vs. market framework
The SocialWeb 3. Fairness
The role of fairness and punishment
The SocialWeb 4. Mimicking Others
The importance of looking cool and imitating others
The SocialWeb 5. Herding and Self‐herding
We like to gather
The SocialWeb 6. Meritocracy
Status and reputation matters
The SocialWeb Hyper‐Social companies think differently
Source: The Hyper‐Social Organization – F. Gossieaux & E. Moran
The SocialWeb Tribes – Not Market Segments
We need to find groups of people who have something in common based on their behavior, not their market characteristics
The SocialWeb Knowledge network – not information channel
The most important conversations in communities happen in networks of people, not between the company and the community.
The SocialWeb Human‐centricity – not Company‐centricity
The human has to be at the center of everything you do, not the company
The SocialWeb Emergent messiness – not hierarchical fixed processes
People will want to see responses to their suggestions, even if it does not fit your community goals, FAST
The SocialWeb Turning a business process into a social process
Running traditional programs using social media platforms
Running programs based on human reciprocity and social contracts to get others
The SocialWeb References
The SocialWeb Bibliography
Web 2.0: A Strategy GuideAmy Shuen
The Long TailChris Anderson
SearchJohn Battelle
WikinomicsDon Tascott
The Clue Train ManifestoLevine, Locke, et al
Enterprise 2.0Andrew McAffe
Here Comes EverybodyClay Shirky
The Wisdom of CrowdsJames Surowiecki
BlinkMalcolm Gladwell
The Hyper‐Social Organization Francois Gossieaux & Ed Moran
The SocialWeb Bloggraphy
Mashablemashable.com
Read Write Webwww.readwriteweb.com
Lifehackerlifehacker.com
Social Software Newswww.topix.net/business/social‐software
Gizmodogizmodo.com
The FAST Forward Blogwww.fastforwardblog.com
Cnet Webwarenews.cnet.com/webware
Chris Broganwww.chrisbrogan.com
Robin Goodwww.masternewmedia.org
Content Management Connectionblog.contentmanagementconnection.com
The SocialWeb Slidegraphy
• Web 2.0 – The Social Web (this presentation!)– http://www.slideshare.net/PPLopez/web‐20‐the‐social‐web‐6806313
• What is Web 2.0– www.slideshare.net/adunne/what‐is‐web‐20‐157107
• Web 2.0 Tools to inspire– www.slideshare.net/tippydawn/web‐20‐tools‐to‐inspire
• Web 2.0– www.slideshare.net/kikollan/an‐introduction‐to‐web‐20‐the‐user‐role
• An introduction to Web 2.0– www.slideshare.net/kikollan/an‐introduction‐to‐web‐20‐the‐user‐role
• Webinar: The Hyper‐Social Organization– www.slideshare.net/AwarenessLIVE/webinar‐the‐hypersocial‐organization
The SocialWeb Follow Me!
www.pplopez.net
The SocialWeb Thanks!
www.ncontacto.com
The SocialWeb Back Up Material
The SocialWeb The long tail
The SocialWeb Understanding the Long Tail.
0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60 70 80 90 100
Sale
s ($
)
Products
A powerlaw
The SocialWeb Where are they all going?
The SocialWeb An example of the Long Tail