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The Next Web


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  • 1. The Next Web Inspiration to new business possibilities in Web 2.0 for companies Andreas Johannsen ¬ 2007-08-05
  • 2. Hello • Web Communications Consultant • Associate partner at Connecta •
  • 3. Relationships Interactions Complete, traditional marketing The Web evolution machines with newsletters etc Product brochures Company profile brochures
  • 4. What's going on on the Web?
  • 5. Corporations are tearing down their corporate firewalls and starting to develop, market and support products WITH partners and customers. Not just TO them.
  • 6. Interaction between company and partners/customers are moving from impersonal to personal. Employees are getting faces.
  • 7. Wikis are replacing classic intranets. Wikis are systems of pages that anyone can edit on-the-fly.
  • 8. Weblogs are replacing corporate websites. Weblogs are websites for conversation.
  • 9. Companies are establishing parallel presences: Physical (main + global offices), Virutal on Web, Virtual on Second Life etc.
  • 10. The Web has become a social thing. Information seeking is not enough - relationships are more important.
  • 11. From Web 1.0 to 2.0 • Web 1.0 is doing all the stuff we did before Web— on the Web. • 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;
  • 12. If I were a company...
  • 13. 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 and services? • Invite customers and partners in to co-develop new solutions, products and services — and test new ideas
  • 14. In marketing/ communications... • 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
  • 15. 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
  • 16. In HR... • 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 connected ones. • Use social business networks for recruitment.
  • 17. Megatrends
  • 18. Instant access to everything — everywhere and anytime • Access no longer limited to desktop og laptops but embedded in most electronic equipment: Phones, cars, watches, fridges... • 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.
  • 19. 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 24/7. • Companies must be able to react much faster than today. • Google Blogsearch is more important than press clippings. Faster, broader, free.
  • 20. 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, Google...)
  • 21. 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, radio etc.
  • 22.
  • 23. Andreas Johannsen skype: andreas-johannsen phone: +45 2620 3221