Web 2.0 in Context Kate Carruthers Sydney Nov 2008

Who Me? Marketer, technologist, educator and renaissance woman www.katecarruthers.com www.digbiz.com.au Nov 2008 © 2008 Kate Carruthers

Marketer, technologist, educator and renaissance woman

www.katecarruthers.com

www.digbiz.com.au

Nov 2008 © 2008 Kate Carruthers

Hyperconnectivity Not 6 degrees of separation Perhaps only 1 degree Nov 2008 © 2008 Kate Carruthers Source: http://www.popsci.com.au/files/imagecache/article_image_large/files/articles/734px-Six_degrees_of_separation.jpg

Not 6 degrees of separation

Perhaps only 1 degree

Massive Interconnections SMS Facebook MySpace Twitter Mobile Nov 2008 © 2008 Kate Carruthers

SMS

Facebook

MySpace

Twitter

Mobile

Consumption On-Demand No more waiting What I want When I want it Nov 2008 © 2008 Kate Carruthers http://www.techcrunch.com/2007/12/17/bittorrent-is-now-streaming-movies-with-ads-but-wheres-the-good-stuff/

No more waiting

What I want

When I want it

Tribal Brains Wired to deal with smaller groups Wired for small chunks of information Magical number 7 Nov 2008 © 2008 Kate Carruthers

Wired to deal with smaller groups

Wired for small chunks of information

Magical number 7

Tribal Creatures Tribe size Dunbar’s number = 150 We mesh into subgroups based on common interests Increasingly loose ties Nov 2008 © 2008 Kate Carruthers

Tribe size

Dunbar’s number = 150

We mesh into subgroups based on common interests

Increasingly loose ties

Chunking Growth of knowledge Too much knowledge to keep in our heads No more epic poetry Nov 2008 © 2008 Kate Carruthers Source: http://www.familycourtchronicles.com/philosophy/spartan/spartan-brad-pitt.jpg

Growth of knowledge

Too much knowledge to keep in our heads

No more epic poetry

Nov 2008 © 2008 Kate Carruthers Generational conflict

Traditional Marketing Nov 2008 © 2008 Kate Carruthers

New Model Nov 2008 © 2008 Kate Carruthers Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support?

Boundaries Time Place Content Authority Nov 2008 © 2008 Kate Carruthers Source: http://commons.wikimedia.org/wiki/Image:Hadrians_wall_Greenhead.jpg

Time

Place

Content

Authority

Nov 2008 © 2008 Kate Carruthers

Nov 2008 © 2008 Kate Carruthers The rules are changing We’re not in control any more This brings opportunities!

Marketing Ecosystem 3 Mar 2008 Kate Carruthers © Copyright 2008

Talking at? Talking with? Nov 2008 © 2008 Kate Carruthers vs.

Talking at?

Talking with?

Old v. New Marketing Nov 2008 © 2008 Kate Carruthers Above the line Below the line Online Offline

Engagement Marketing “ Advertising is when you say you are good date. Public relations is when your mom says you are a good date. Engagement marketing is when your date says you are a good date.” Source: http://www.YourStorys.com founder and president Larry Lawfer Nov 2008 © 2008 Kate Carruthers

“ Advertising is when you say you are good date. Public relations is when your mom says you are a good date. Engagement marketing is when your date says you are a good date.”

Source: http://www.YourStorys.com founder and president Larry Lawfer

Nov 2008 © 2008 Kate Carruthers