web 2.0 and the online conversation
DESCRIPTION
This is a presentation I gave to my agency to keep us up to speed on the latest in online communication trends. It touches on Web 2.0 design and open source, but focuses mostly on the social web.TRANSCRIPT
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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 & 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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Thank You
Nathan SchockDirector of Public
RelationsBreukelman Kubista
Groupfreshglue.com
myspace.com/nschocklinkedin.com/in/nschock
AIM: natjoschockSkype: nathanschock
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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