Web 2.0

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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 Google Toolbar ‘You've got a life. TiVo gets it.” Pop-up Blocker 2 6 ‏و‎ ‎- NATIONAL DO NOT CALL 8 2 

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Some are revolting against it ات 1 APOCALYPSE SOON >> لذالل ۱ 

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Percentage of U.S. Adults Online Source: Pew Internet & American Life Project Surveys, March 2000-Apil 2006. All surveys prior to March 2000 were conducted by the Pew Research Center for People & te Press.” 

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U.S. Internet Advertising - Search Has Been Growth Engine (Largely Related to Text) — Video Next? Ce) re ۳ 1 10-5 611 5 ‏یت‎ im 7 ومقدعمة ادام ‎Co‏ eee) 

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Internet Ad Spend = Movin’ on Up - ۱۳ ‏زرا‎ ai) a ey ۳ Medium ‘Spending (SB) Households (MM) Household (5) ees ‏تن‎ 99 91,071 ioe 49 50 980 es 7 55 509 980 99 7 لي 576 59 57 اه Eee 45 59 455 Radio 20 60 333 Cable 1V 19 10 211 ۳ at ‏لانن‎ wt ers 48 99 162 [ono 3 0 ‏نا‎ ‎Cr 21 6‏ مهام ‏511 3 43 موجه ‎pete teen‏ و ۳ ‎Pe ere ee‏ ‏ی ۱ ‎© © © ‎Peer erty ‎ ‎ 

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Consumers are going to the web What are they finding? 

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Web 1.0 * One-way communication ۰ 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 ٠ Communications 

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Web 2.0 Design Customers want a rich user experience 

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comeclean.com ۷ | 0 7 

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nike.com/nikeplus.... ..... ‏تسه‎ 

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Web 2.0 Open Source If you want to get, you gotta give 

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9 01 

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code.google.com Google seuss Your Own Web Site 

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لد 

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9 ی ی ها 

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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 cluetrain to 

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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 3 Blogger bu TypePad تس © teases 0 7 Oe بر 

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an expert WIKIPEDIA The Free Encyclopedia 

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...a broadcaster 

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...an editor 

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>1 !0 لاع م۵ ... 

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عأأاككء ۵... 

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.. syndicated لد 

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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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سس Your Community YOUR VOIC! 

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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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| اال" سس ‎ort 1‏ ‎a eer 30000‏ 0000000 ieee = oS = وود سم مج وس مس ۳1 oem HOT STATIONS —— اس ‎i‏ اوه لامعا << od 0 eens Sas a rere ‏مووه عه‎ mae ‏الح‎ 000 ‏یه‎ 8 © © © Peer erty 

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Thank You Nathan Schock Director of Public Relations Breukelman Kubista Group freshglue.com myspace.com/nschock linkedin.com/in/nschock AIM: natjoschock Skype: nathanschock جیوه ‎commons‏ 

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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.pstk.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 aero 

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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 aero 

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 Thank You Nathan Schock Director of Public Relations Breukelman Kubista Group freshglue.com myspace.com/nschock linkedin.com/in/nschock AIM: natjoschock Skype: nathanschock 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 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