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Web 2.0 May 2008 Slideshare
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Web 2.0 workshop by Toby Ward, Prescient Digital Media (2008). For more on some of the case studies detailed herein please visit www.IntranetBlog.com

Web 2.0 workshop by Toby Ward, Prescient Digital Media (2008). For more on some of the case studies detailed herein please visit www.IntranetBlog.com

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    • 1. Web 2.0 Toby Ward, Prescient Digital Media
    • 2. Agenda <ul><li>Latest tools and techniques </li></ul><ul><li>Why “the conversation” matters </li></ul><ul><li>Best practice examples </li></ul><ul><li>What to measure </li></ul><ul><li>How to measure </li></ul>
    • 3. The wisdom of crowds
    • 4. The power of ‘group’ <ul><li>Jellybeans in a jar: the average guess of all the guesses is almost always closer than the closest guess </li></ul>
    • 5. Regis ‘gets it’ <ul><li>Who wants to be a millionaire: the crowd gets it right 91% of the time </li></ul>
    • 6. Google ‘gets it’ <ul><li>Utilizes page rankings to gather collective intelligence </li></ul>
    • 7.  
    • 8. Social media / Web 2.0 <ul><li>Promote networks of relationships </li></ul><ul><li>Transforms users into publishers </li></ul><ul><li>Discuss, share & collaborate </li></ul><ul><li>From one to many -> many to many </li></ul>
    • 9. Web 2.0 (thanks to Shel Holtz) <ul><li>Conversation-enabled publishing platforms </li></ul><ul><ul><li>Blogs, podcasts, Technorati </li></ul></ul><ul><li>Social networks </li></ul><ul><ul><li>Facebook, LinkedIn, MySpace </li></ul></ul><ul><li>Social bookmarking </li></ul><ul><ul><li>Delic.io.us, Digg, StumbleUpon </li></ul></ul><ul><li>Democratized content networks </li></ul><ul><ul><li>Wikipedia, Yahoo! Groups, MyStarbucksIdea </li></ul></ul><ul><li>Presence networks (micro-blogging) </li></ul><ul><ul><li>Jaiku, Twitter, Pownce </li></ul></ul><ul><li>Content sharing sites </li></ul><ul><ul><li>YouTube, Flickr, ePinions.com </li></ul></ul><ul><li>Virtual networking platforms </li></ul><ul><ul><li>Second Life, There.com </li></ul></ul>
    • 10. Social media revolution <ul><li>8 of the Top 10 most visited sites on the Internet </li></ul><ul><li>Source: Alexa.com </li></ul><ul><li>Yahoo! </li></ul><ul><li>YouTube </li></ul><ul><li>Windows Live </li></ul><ul><li>Google </li></ul><ul><li>Myspace </li></ul><ul><li>Facebook </li></ul><ul><li>MSN </li></ul><ul><li>Hi5 </li></ul><ul><li>Wikipedia </li></ul><ul><li>Orkut </li></ul>
    • 11. Web evolution <ul><li>Web 1.0  Web 2.0 </li></ul><ul><li>DoubleClick--> Google AdSense </li></ul><ul><li>Ofoto--> Flickr </li></ul><ul><li>Napster--> BitTorrent </li></ul><ul><li>Britannica Online--> Wikipedia </li></ul><ul><li>personal websites--> blogging </li></ul><ul><li>publishing--> participation </li></ul><ul><li>CMS--> wikis </li></ul><ul><li>directories--> tagging (&quot;folksonomy&quot;) </li></ul><ul><li>stickiness--> syndication </li></ul>
    • 12. Web 2.0 and CIOs Source: CIO Magazine
    • 13. Brodeur/OmniComm Study <ul><li>61% of reporters say blogs affect story tone </li></ul><ul><li>50% say blogs influence editorial copy </li></ul><ul><li>Three-quarters get story ideas from blogs </li></ul><ul><li>20% spend at least an hour per day reading blogs </li></ul>
    • 14. Reputation = Money $$$$ <ul><li>Over 90% of analysts agree: </li></ul><ul><ul><li>If a company fails to look after its reputation it will ultimately suffer financially too . </li></ul></ul><ul><li>The most reliable information sources : </li></ul><ul><ul><li>company websites </li></ul></ul><ul><ul><li>customer research </li></ul></ul><ul><li>Source: Hill & Knowlton, Return on Reputation </li></ul>
    • 15. Failure to communicate <ul><li>The failure to provide appropriate information will lead to negative ratings: </li></ul><ul><ul><li>90% saying that it is fairly likely/very likely/or certain to </li></ul></ul><ul><li>Source: Hill & Knowlton, Return on Reputation </li></ul>
    • 16. “ We don’t own the news any more.” -BBC
    • 17. RedCross.org <ul><li>Blog postings mentioning “Red Cross” increased by 10 to 20 times after Katrina (source: Intelliseek Blogpulse) </li></ul><ul><li>Visits Redcross.org jumped to more than 1 million visits – more than 32 times the average daily </li></ul><ul><li>In a few days donations through the website topped $100 million </li></ul>
    • 18. Blogging
    • 19. Blogging for sales <ul><li>eHobbies.com saw conversion rate double from the normal 2% to 4% whenever site users visit one of its blogs </li></ul><ul><li>Within 5 months of implementing a blog, 5% of eHobbies overall traffic comes from its blog </li></ul><ul><li>After 5 months, 5% of all orders tracked to a blog-based coupon </li></ul>
    • 20.  
    • 21. Intranet Blog <ul><li>In 400 days, from zero to 4,000 people per day </li></ul><ul><li>Dramatically improved Google rankings </li></ul><ul><ul><li>Prescient is now #1 in the World for: </li></ul></ul><ul><ul><ul><li>“ intranet consultant” and “intranet consulting” </li></ul></ul></ul><ul><li>More than 2,300 links </li></ul><ul><li>Up to 12,000 page view per day </li></ul><ul><li>Increased corporate consulting revenue by 40% </li></ul><ul><li>Primary source for many Fortune 500 clients including HSBC, RBC and Nintendo </li></ul>
    • 22. Blog Outreach
    • 23. Flogging <ul><li>A fake blog used as sales tool </li></ul><ul><li>Walmarting Across America </li></ul><ul><li>Written by two Walmart “fans” </li></ul><ul><li>Drove RV across US blogging about Walmarts </li></ul><ul><li>Later revealed they were paid </li></ul><ul><li>All cooked-up by Edelman PR </li></ul><ul><li>http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm </li></ul>
    • 24. WalMart employees weigh-in “… have watched the company go from a family oriented environment to “who gives a crap make us more money environment.”
    • 25. Customer service <ul><li>Source: Shel Holtz, www.Holtz.com </li></ul>
    • 26. Podcasting <ul><li>Many TV and most radio programs now provide podcast versions </li></ul><ul><li>Microsoft, GM and Volvo and many others </li></ul>
    • 27. “Five Minutes with …” Podcast Reference Guide Call to action <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    • 28. Accompanying reference guides <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    • 29. Blogs engage employees <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    • 30. Fun and Feedback <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    • 31. Promoting employee dialogue <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>
    • 32. Retail News Talk Special Guests: Rebecca Ott-Wadhawan Melissa Mickle Alpine Jennings <ul><ul><li>Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City </li></ul></ul>Today’s Hosts: Mark Crowley & Kelly Wills
    • 33. Employee blogs - Sun
    • 34. Employee blogs - Sun
    • 35. Sun Blogging Policy <ul><li>Prohibits discussing &quot;non-public&quot; information: </li></ul><ul><ul><li>Financial data </li></ul></ul><ul><ul><li>Programming code </li></ul></ul><ul><ul><li>Personal information about other individuals </li></ul></ul><ul><ul><li>“ Work-related legal proceedings or controversies&quot; </li></ul></ul>Blogging Guidelines: http://www.sun.com/aboutsun/media/blogs/BloggingGuidelines.pdf Blogging Policy: http://www.sun.com/aboutsun/media/blogs/policy.html
    • 36. Intranet Vlog – Cisco CEO
    • 37. Intranet TV
    • 38. Wiki <ul><li>Wikis allow everyone to participate </li></ul><ul><li>Wiki is stripped down CMS </li></ul><ul><li>Any user can edit any other’s text </li></ul>
    • 39. Wikipedia.org <ul><li>9 million files, 75,000 active authors, 250 languages </li></ul>
    • 40. Practical Wiki’s <ul><li>Not a CMS replacement </li></ul><ul><li>Collaborate, debate, discuss, innovate </li></ul>
    • 41.  
    • 42.  
    • 43.  
    • 44. Wiki-based intranet: Placemaking
    • 45.  
    • 46. Practice Area Communities (PAC)
    • 47.  
    • 48. Working Knowledge <ul><li>Hundreds of volunteer aggregators </li></ul><ul><li>Working Knowledge created to solve information overload problems </li></ul><ul><li>Problems: </li></ul><ul><ul><li>Information overload </li></ul></ul><ul><ul><li>Information silos </li></ul></ul><ul><ul><li>Intranet site proliferation </li></ul></ul><ul><ul><li>No one source for information by specific topic </li></ul></ul><ul><ul><li>Lack of roles based information delivery </li></ul></ul>
    • 49. IBM Working Knowledge <ul><li>Working Knowledge delivers personalized content based upon the employee’s profile and personal preferences </li></ul>
    • 50. Employees contributing news
    • 51. Social Networking - Flickr <ul><li>Flickr sponsorship: Nikon is leveraging photo-sharing site Flickr </li></ul><ul><ul><li>Flickr ties Nikon branding and product information to user-generated images taken with Nikon cameras </li></ul></ul>
    • 52. Flickr.com – Nikon Pool
    • 53. Kryptonite locks (2004) <ul><li>A blogger described breaking an expensive Kryptonite bike lock </li></ul><ul><li>Other bloggers wrote about it and news spread like wildfire </li></ul><ul><li>Wired News wrote a story and confirmed the problem </li></ul><ul><li>Kryptonite initially declined to comment </li></ul><ul><li>Eight days later it recalled 380,000 locks </li></ul><ul><li>“ As for sales, again, we don't discuss actual figures. However, yes, when we stopped selling tubular cylinder products that absolutely affected our sales for '04.” </li></ul><ul><li>“ Companies absolutely need to keep track of the blogosphere.&quot; </li></ul>
    • 54. Community websites: Flickr
    • 55. MySpace <ul><li>87% of 12 to 17 year olds use the Internet </li></ul><ul><li>107 million members </li></ul><ul><li>Fifteen- to eighteen-year-olds: </li></ul><ul><ul><li>Average spend nearly 6 1/2 hours a day watching TV, playing video games, and surfing the Net </li></ul></ul><ul><ul><li>A quarter of that time, they're multitasking. </li></ul></ul><ul><ul><li>The biggest increase: computer use soared nearly threefold since 2000, to 1 hour and 22 minutes a day on average (Kaiser Family Foundation survey). </li></ul></ul><ul><ul><li>Traffic rank: 6 th most visited website </li></ul></ul>
    • 56. Adidas MySpace
    • 57. Adidas MySpace <ul><li>MySpace marketing: Adidas has created a presence for soccer fans on MySpace that features photos of players, blogs, and videos of Adidas ads. </li></ul><ul><ul><li>Links back to Adidas’ site feature prize drawings, a video competition, and other game-, product-, and brand-related content. </li></ul></ul><ul><ul><li>The Adidas MySpace page added over 25,000 “friends” in a single day. </li></ul></ul>
    • 58.  
    • 59.  
    • 60.  
    • 61.  
    • 62. Facebook <ul><li>Facebook quick Facts: </li></ul><ul><ul><li>Active users: 70 million </li></ul></ul><ul><ul><li>Monthly new user average: 4 million </li></ul></ul><ul><ul><li>Daily new user average: 200,000 </li></ul></ul><ul><ul><li>Page views: Over 15 billion per month </li></ul></ul><ul><ul><li>Searches: Over 500 million per month </li></ul></ul><ul><ul><li>Largest networks: London , UK 1,632,273 and Toronto , Canada 933,960 </li></ul></ul><ul><ul><li>Traffic rank: 7 th most visited website </li></ul></ul><ul><ul><li>Photos: 2.7 billion </li></ul></ul>
    • 63.  
    • 64.  
    • 65.  
    • 66.  
    • 67.  
    • 68. Widgets / Gadgets <ul><li>An embedded, dynamic piece of web content </li></ul>
    • 69. Widgets – May 2007 <ul><li>220,000,000 widgets viewed </li></ul><ul><li>Nearly 25% of everyone on the web used a widget </li></ul><ul><li>Courtesy of Shel Holtz (www.Holtz.com) </li></ul>
    • 70. Widgets as of May 2007
    • 71. YouTube Power
    • 72. YouTube Power
    • 73. Dove Evolution <ul><li>One of the Top 15 most-linked-to videos among bloggers ( Technorati ) </li></ul><ul><li>Featured segments on TV shows including: </li></ul><ul><ul><li>&quot;The View&quot; </li></ul></ul><ul><ul><li>&quot;Ellen&quot; </li></ul></ul><ul><ul><li>CNN </li></ul></ul><ul><ul><li>&quot;Entertainment Tonight&quot; </li></ul></ul><ul><ul><li>&quot;Geraldo&quot; </li></ul></ul><ul><li>Won best commercial of the year at Cannes </li></ul>
    • 74. Presence - Twitter
    • 75. Social Bookmarking
    • 76.  
    • 77.  
    • 78. Who’s talking about / blogging you? <ul><li>Search the blog services: </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Bloglines </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><li>Search the message boards: </li></ul><ul><ul><li>Yahoo! </li></ul></ul><ul><ul><li>AOL </li></ul></ul><ul><ul><li>MSN </li></ul></ul><ul><ul><li>epinions.com </li></ul></ul><ul><ul><li>CNET </li></ul></ul><ul><li>Search the bookmarking sites: </li></ul><ul><ul><li>Deli.cio.us </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Slashdot </li></ul></ul>
    • 79. Who’s monitoring the discussion? <ul><li>If you don’t have the staff to monitor these services, how do you know what’s being said? </li></ul>
    • 80.  
    • 81. Other Tools <ul><li>Hitwise's search term analysis - type a phrase and it will list the sites that receive the most traffic and their % share </li></ul><ul><li>WhoLinksToMe.com – type in your URL and find out what websites link to your website </li></ul><ul><li>WordTracker – competitive analysis tool to seek out the best keywords based on over 300 million keyword phrases </li></ul><ul><li>CNW – tracking services </li></ul>
    • 82. Other Tools <ul><li>WhoLinksToMe.com – type in your URL and find out what websites link to your website </li></ul><ul><li>BlogSquirrel – CyberAlert's BlogSquirrel service monitors and &quot;clips&quot; more than 5 million+ blogs, containing over 1 million posting per day (free 14-day trial at www.CyberAlert.com ) </li></ul><ul><li>MediaVantage – Online media & Internet monitoring ( www.newswire.ca ) </li></ul>
    • 83. WhoLinksToMe.com
    • 84. Other Tools <ul><li>MediaVantage – Online media & Internet monitoring for 20,000 media sources + 3 million+ blogs ( www.newswire.ca ) </li></ul>
    • 85.  
    • 86.  
    • 87.  
    • 88.  
    • 89. Monitoring savings <ul><li>“ We’ve not only reduced our communications </li></ul><ul><li>costs by 35-40%, we’ve also improved the quality of our communications – it’s clearly been a solid investment. ” </li></ul><ul><ul><li>-Alexander Christian Blackbelt , Continuous Improvement, Alcan Inc. </li></ul></ul><ul><li>Significantly reducing the amount of time and effort previously spent researching, searching, clipping, formatting and revising reports & printing </li></ul>
    • 90. Best Practices <ul><li>Planning – the essential requisite </li></ul><ul><li>Leadership sets the tone </li></ul><ul><li>Engaging the audience </li></ul><ul><li>Evolution, not revolution (pilot) </li></ul><ul><li>Benchmark and cherry-pick from the leaders </li></ul><ul><li>Monitor the conversation </li></ul><ul><li>Keep pace with the trends and best practices </li></ul><ul><li>Measure, measure, measure </li></ul>
    • 91. Measures <ul><li>Sales </li></ul><ul><li>Lead conversion </li></ul><ul><li>Google rankings </li></ul><ul><li>Cost savings </li></ul><ul><li>Links to you </li></ul><ul><li>Traffic (visits, page views) </li></ul><ul><li>Good vs Bad Conversation (monitoring) </li></ul><ul><li>User satisfaction / employee engagement </li></ul>
    • 92. Project Methodology
    • 93. Toby Ward, Prescient Digital Media Ph: 416.986.2226 Skype: toby_ward email: toby@prescientdigital.com www.IntranetBlog.com www.GetStrat.com www.PrescientDigital.com http://blog.ragan.com/contentmatters/ http://intranetreport.libsyn.com/

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