The Next Web
Inspiration to new business possibilities
in Web 2.0 for companies
Andreas Johannsen ¬ 2007-08-05
• Web Communications Consultant
• Associate partner at Connecta
Complete, traditional marketing
The Web evolution
machines with newsletters etc
Company profile brochures
What's going on
on the Web?
Corporations are tearing down their corporate firewalls and starting to develop, market and support products WITH partners and
customers. Not just TO them.
Interaction between company and partners/customers are moving from impersonal to personal.
Employees are getting faces.
Wikis are replacing classic intranets.
Wikis are systems of pages that anyone can edit on-the-fly.
Weblogs are replacing corporate websites.
Weblogs are websites for conversation.
Companies are establishing parallel presences:
Physical (main + global offices), Virutal on Web, Virtual on Second Life etc.
The Web has become a social thing.
Information seeking is not enough - relationships are more important.
From Web 1.0 to 2.0
• Web 1.0 is doing all the stuff we did before Web— on the
• Web 2.0 is about participation and relationship.
• Web 1.0 is monologue.
• Web 2.0 is conversation.
• Web 1.0 is thinking quot;we are the expertsquot;.
• Web 2.0 is acknowledging the fact that quot;users know
more than usquot;
If I were a
In product development...
• Find out what users are talking about
• How are they using our products? The way we intend?
Or better? What can we learn from it?
• What do they like/dislike about our solutions, products
• Invite customers and partners in to co-develop new
solutions, products and services — and test new ideas
• Find out what market is talking about when it comes to
your area of business
• Let customers and partners market the products for you
• Open the company and let partners feel closer to you
• Get visual — images communicate more than words
• Use blogs to establish the company as the authority
when it comes to your area of business
Inside the organisation...
• Use wikis and internal blogs to share knowledge and as
drivers for innovation
• Use photo sharing service to reinforce feeling of
belonging to the same company
• Use prediction markets to foster new ideas and let them
compete agains each other
• How do you attract the best employees?
Show what a great and fun place it is to work.
• Show people, places and processes.
• When considering new key personnel, look for the
• Use social business networks for recruitment.
Instant access to everything
— everywhere and anytime
• Access no longer limited to desktop og laptops but
embedded in most electronic equipment: Phones, cars,
• Internet gets location awareness (GPS added to all devices).
• Partners and customers expect to interact with your
company anytime — and in depth.
• Data (eg. XML) gets more important than presentation (web
pages). Don't tie data to browser presentation.
Good and bad stories
spread faster than fire
• The story about one bad customer experience have a
global audience and will potentially be found right next to
the company on Google.
• New collective mechanisms for information filtering are
more powerful than traditional editorial mechanisms.
• Post-filtering rather than pre-filtering.
• Companies must monitor the conversations on the Web
• Companies must be able to react much faster than today.
• Google Blogsearch is more important than press
clippings. Faster, broader, free.
Sharing is caring
• Why do people make software for free? Music? Art?
Research? Great articles on Wikipedia?
• Contributing to the network pays off because people are
rewarded with better reputation in the network.
• Don't underestimate the value of stuff because it's free.
• One of the most profitable business models today is
providing platforms for sharing (YouTube, MySpace,
Moving from the age of Mass
Media to Masses' Media
• What does it take to establish a global TV station?
• A mobile phone + hosting + free software
• Most people can create their own mass media in a few
hours reaching the entire global online population.
• What are they saying about your company?
• Do our company have to speak with one voice?
• Why do companies spend so much money on advertising
in old mass media when fewer and fewer are watching?
• Companies should make their own mass media — TV,