18-11-2009
1
© 2008 Bates141
WEB 2.0
De dónde viene,
A dónde va
© 2008 Bates141Brochureware
dot.com About Us
TVSPAM
Direct...
18-11-2009
2
© 2008 Bates141
The Past:
DotCom Madness
What happened?
Who survived?
Web 1.0: The Highs & Lows
• 1986: Inter...
18-11-2009
3
© 2008 Bates141
What was Web 1.0?
“Read Only”
= Brochure-ware
18-11-2009
4
What was Mobile 1.0?
Talk + Text
= Mobile Phones
What was the Social Grid 1.0?
6 degrees of separation
= You‟...
18-11-2009
5
What was Advertising 1.0?
Links + Listings + Banners +
Pop-ups + Buttons + Spam
= Ad Nauseum + Inbox Invasion...
18-11-2009
6
Roadkill on the
Information
Superhighway
Info Superhighway Roadkill
18-11-2009
7
The Survivors
Lessons Learned
Start with a Business Model
And then a A Business Plan
Order & Process beats Fa...
18-11-2009
8
The Present: Digital Marketing2.0
What‟s Happening?
Who‟s Thriving?
18-11-2009
9
user-generated
wireless
Social networks
iPTV
WIKI blogs
playlists
mash-ups
AI
integration
POSAJAX
AdWords
GPS...
18-11-2009
10
What‟s Web 2.0?
“Read/Write”
= The Customer Strikes Back
What‟s Mobile 2.0?
Talk + Text + Web + Media + Apps...
18-11-2009
11
What‟s the Social Grid 2.0?
one degree of separation
= We‟re all just a click away
What‟s Advertising 2.0?
C...
18-11-2009
12
What‟s Shopping 2.0?
Customer Ratings, Reviews &
Recommendations
= weCommerce
The Code of
the Road
QUALITY
P...
18-11-2009
13
The Thrivers: bits
The thrivers: atoms
18-11-2009
14
Enough Already
The 2.0 World is changing the way we do everything!
Interact
Bank
Learn
TravelShop
Evaluate
F...
18-11-2009
15
The Drivers: Leading the Pack
© 2008 Bates141
How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question...
18-11-2009
16
PULLPUSH
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6a what is web 2.0 epooley

  1. 1. 18-11-2009 1 © 2008 Bates141 WEB 2.0 De dónde viene, A dónde va © 2008 Bates141Brochureware dot.com About Us TVSPAM Directories Radio Pop-ups Contact Us Flash Animations Press SPAM What’s New! eMail Blinking BannersPORN Dial-up Telemarketing So, What Was Marketing 1.0? dot.gone What’s Hot SPAM SPAM SPAM SPAM links e-this i-that SPAM SPAM portals vortals hortals spyware adware DM SPAM SPAM WEB
  2. 2. 18-11-2009 2 © 2008 Bates141 The Past: DotCom Madness What happened? Who survived? Web 1.0: The Highs & Lows • 1986: Internet formed • 1990: iMdb launches in Usenet • 1992: WWW launched • 1995: Netscape IPO, craigslist founded • 1996: Flash 1.0 • 1997: Steve Jobs rejoins Apple, first „weblog‟ • 1998: Microsoft Anti Trust • 1999: Y2K panic, Blogger launched • 2000: The Crash, Napster sued • 2001: The Meltdown
  3. 3. 18-11-2009 3 © 2008 Bates141 What was Web 1.0? “Read Only” = Brochure-ware
  4. 4. 18-11-2009 4 What was Mobile 1.0? Talk + Text = Mobile Phones What was the Social Grid 1.0? 6 degrees of separation = You‟re in my contact list
  5. 5. 18-11-2009 5 What was Advertising 1.0? Links + Listings + Banners + Pop-ups + Buttons + Spam = Ad Nauseum + Inbox Invasion What was Shopping 1.0? Limited Interactivity = eCatalog eCommerce realityperception
  6. 6. 18-11-2009 6 Roadkill on the Information Superhighway Info Superhighway Roadkill
  7. 7. 18-11-2009 7 The Survivors Lessons Learned Start with a Business Model And then a A Business Plan Order & Process beats Fast & Loose Substance beats Style
  8. 8. 18-11-2009 8 The Present: Digital Marketing2.0 What‟s Happening? Who‟s Thriving?
  9. 9. 18-11-2009 9 user-generated wireless Social networks iPTV WIKI blogs playlists mash-ups AI integration POSAJAX AdWords GPS targeted bannersVOiP Broadband call centres So, What‟s Marketing 2.0? file-sharing RSS WiFi 3G search m-this iP-that API rich media mobileweb services video virtual worlds eCRM widgets VoIP tags POD Web 2.0: The Highs & Lows • 2000: Google launches keyword advertising • 2001: Wikipedia • 2002: Friendster, RSS 2.0, Xbox Live • 2003: mySpace, Second Life • 2004: “Web 2.0” coined, Google IPO, flickr & Gmail launch • 2005: GoogleMaps, YouTube, Xbox 360 • 2006: Wii, Facebook goes public • 2007: iPhone, Google announces Android & buys Doubleclick, Facebook announces Platform, Amazon launches Kindle eReader • 2008: ???
  10. 10. 18-11-2009 10 What‟s Web 2.0? “Read/Write” = The Customer Strikes Back What‟s Mobile 2.0? Talk + Text + Web + Media + Apps = Mobile Devices
  11. 11. 18-11-2009 11 What‟s the Social Grid 2.0? one degree of separation = We‟re all just a click away What‟s Advertising 2.0? Contextual & Behavioural Targeting = Ad Relevance
  12. 12. 18-11-2009 12 What‟s Shopping 2.0? Customer Ratings, Reviews & Recommendations = weCommerce The Code of the Road QUALITY People want cool stuff ACCESS Make it easy to find OPENNESS Don‟t bullsh*t CONTROL Let them play with it
  13. 13. 18-11-2009 13 The Thrivers: bits The thrivers: atoms
  14. 14. 18-11-2009 14 Enough Already The 2.0 World is changing the way we do everything! Interact Bank Learn TravelShop Evaluate Find SearchListen Watch Play Find info Stay up to date Meet Communicate entertain Date Work Lessons Learned The customer is always right Your customers are your brand Customers expect choice and control WOM is the best form of advertising
  15. 15. 18-11-2009 15 The Drivers: Leading the Pack © 2008 Bates141 How to Get Ahead Open Invite Listen Ask Respond Share Question the Macro Observe the Micro
  16. 16. 18-11-2009 16 PULLPUSH

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