Web 2.0 In Context

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AIMIA talk about how our expectations as users are being changed by our participation in web 2.0

AIMIA talk about how our expectations as users are being changed by our participation in web 2.0

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  • 1. Web 2.0 in Context Kate Carruthers Sydney Nov 2008
  • 2. Who Me?
    • Marketer, technologist, educator and renaissance woman
      • www.katecarruthers.com
      • www.digbiz.com.au
    Nov 2008 © 2008 Kate Carruthers
  • 3. Nov 2008 © 2008 Kate Carruthers
  • 4. 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
  • 5. Massive Interconnections
    • SMS
    • Facebook
    • MySpace
    • Twitter
    • Mobile
    Nov 2008 © 2008 Kate Carruthers
  • 6. 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/
  • 7. Tribal Brains
    • Wired to deal with smaller groups
    • Wired for small chunks of information
    • Magical number 7
    Nov 2008 © 2008 Kate Carruthers
  • 8. Tribal Creatures
    • Tribe size
    • Dunbar’s number = 150
    • We mesh into subgroups based on common interests
    • Increasingly loose ties
    Nov 2008 © 2008 Kate Carruthers
  • 9. 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
  • 10. Nov 2008 © 2008 Kate Carruthers Generational conflict
  • 11. Traditional Marketing Nov 2008 © 2008 Kate Carruthers
  • 12. New Model Nov 2008 © 2008 Kate Carruthers Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support?
  • 13. Boundaries
    • Time
    • Place
    • Content
    • Authority
    Nov 2008 © 2008 Kate Carruthers Source: http://commons.wikimedia.org/wiki/Image:Hadrians_wall_Greenhead.jpg
  • 14. Nov 2008 © 2008 Kate Carruthers
  • 15. Nov 2008 © 2008 Kate Carruthers The rules are changing We’re not in control any more This brings opportunities!
  • 16. Marketing Ecosystem 3 Mar 2008 Kate Carruthers © Copyright 2008
  • 17.
    • Talking at?
    • Talking with?
    Nov 2008 © 2008 Kate Carruthers vs.
  • 18. Old v. New Marketing Nov 2008 © 2008 Kate Carruthers Above the line Below the line Online Offline
  • 19. 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
  • 20. Nov 2008 © 2008 Kate Carruthers