Three Levels of Web 2.0
• Level 3 applications: Can ONLY Exist on the Internet and
draws essential power from the network and connections.
eBay, Craigslist, Wikipedia, del.icio.us, and Skype
• Level 2 applications: Flicr and other sites that can operate
without an Internet connection, but function better with
connected to a network.
• Level 1 applications: Can and does exist successful offline,
but gains additional features online. iTunes, Google Docs,
EverNote, many Mobile Apps
• Level 0 applications: Works well offline with data stored in a
cache. MapQuest, Yahoo! Local and Google Maps can all work
offline. User contributions move these to level 2 or higher…
Tim O'Reilly (2005-09-30). What Is Web 2.0. O'Reilly Network.
Retrieved on 2006-08-06.
Characteristics of Web 2.0
• “Network as a platform” – delivering and
allowing the audience to use applications
entirely through a browser or Mobile App.
• An architecture of participation that
encourages users to add value to the
application as they use it.
• Some social networking aspects
• A rich, interactive, user-friendly interface
USA’s Perspective* on Social Media in China
*Some of these perspectives are
assumptions and not fact! We must be
careful with the information we receive!
Social Media Strategies:
China compared to USA
• Reach your Audience is Determined by:
• USA - “Likes,” Connections and browsing
• China - China Online Customer Journey
• Act & Convert them to Active “Customers”
• USA - Sharing, Media Driven and Reward Based
• China - Specific action and signing up.
• Engage consistently - lasting relationships
• USA - Events and Relevant Media
• China - Localization and “Buzz”
• How? How to research, how the customers use
social networks (the journey), and how to reach them
• Why? Why will customers use a social network, why
would they connect to your network, and why are you
• These are culturally different.
• Otherwise, everything, including the outcome, is the
same for the USA and China
Emerging Theories to Consider
for Social Networking
• True Self Theory states that because people can choose their
“appearance” in social/collaborative technologies, we don't have the
biases that we have in real life interaction, and we can know the
personality behind the avatar much more easily.
• Self-Deception Theory says that we are most likely to believe the
best of people in a kind of truth bias.
• The Lack of Consequences Theory states that there are no real
consequences in an online environment since there are no codified
commitments. No real commitment to the relationship.
Consequences are low or even nonexistent when something goes
wrong in the relationship.
• The Learning to be Loved Theory states that everyone yearns to be
accepted for who they really are, without any cosmetic
enhancements or social niceties.