Beyond Web 2.0 for Another Country Conference

Slide 1: Web 2.0 and Beyond ANOTHER COUNTRY P R E S E N TAT I O N

Slide 2: Agenda - Web 2.0 Basics - Changing Behaviors - Missed Opportunities? - Models and Practices

Slide 3: The Basics

Slide 4: Social Media generally refers to internet media that integrates technology and social interaction

Slide 5: Social Networking Sites are bounded web services that allow users to 1) create a profile, 2) articulate a list of “connected” people and 3) allow viewing and traversing of these lists

Slide 6: 70% of households online Canadians spend more time online After the US, Canada has the most Facebook users in the world

Slide 7: how do people view a website?

Slide 8: at the source?

Slide 9: in email?

Slide 10: on a device?

Slide 11: in Google reader?

Slide 12: on their Yahoo homepage?

Slide 13: in Facebook?

Slide 14: on someone else’s site?

Slide 15: on someone else’s site?

Slide 16: What is RSS? http://www.commoncraft.com/rss_plain_english

Slide 17: The Old Way

Slide 18: The New Way

Slide 19: This is GREAT for a brand

Slide 20: This is GREAT for a HOT brand

Slide 21: What about a manufacturer of industrial blenders?

Slide 22: http://tinyurl.com/3dfum7

Slide 23: http://tinyurl.com/3dfum7

Slide 24: http://tinyurl.com/3dfum7

Slide 25: The biggest problem we face

Slide 26: is access to too much content.

Slide 27: We need filters. who to trust? what to read? what to buy? hot to find things?

Slide 31: Changing Behaviors

Slide 32: • 75 million blogs and climbing • 1.3 billion Internet users • 3.3 billion active mobile subscribers • Canadian broadband users online more hours monthly than any other country • Over 5.9 million canadians on MySpace • 18% of advertising generates positive ROI • Texting is the most widely used data application on the planet • 2 billion users of SMS • 800 million active users of email • 91 million google searches a day • In Japan and Korea, most people access the internet from their mobile device • North American youth visit 7 sites a day

Slide 33: • 75 million blogs and climbing • 1.3 billion Internet users • 3.3 billion active mobile subscribers • Canadian broadband users online more hours monthly than any other country • Over 5.9 million canadians on MySpace • 18% of advertising generates positive ROI What does this mean? • Texting is the most widely used data application on the planet • 2 billion users of SMS • 800 million active users of email • 91 million google searches a day • In Japan and Korea, most people access the internet from their mobile device • North American youth visit 7 sites a day

Slide 34: "Media are not extensions of ourselves but interfaces with experience" Michele Perras Beale Institute for Strategic Creativity

Slide 35: connected everywhere

Slide 36: exten sions of our space

Slide 37: definitions of who we are

Slide 38: 1.3 billion Internet users 1.5 billion TV sets 3.3 billion mobile phone subscriptions

Slide 39: Population of the planet: 6.6 billion

Slide 40: SMS messages sent in 2007: 1.9 trillion

Slide 41: The landscape is changing

Slide 42: I don’t log into MSN [chat] anymore. There’s not enough there.” “Too much work” “I want everything on Facebook.”

Slide 43: social media = participatory Your Audience as Publisher

Slide 44: Missed Opportunities

Slide 45: THE EXPERIENCE THE EXPERIENCE THE EXPERIENCE

Slide 46: MYOB Engaged Desire Purchase Build Audiences are not always in Customers or prospects who People here are yearning for These individuals have Why should the relationship shopping for books mode nor are actively engaged with the the book (or author.) We purchased our product(s). with a book end when we’ve are they always thinking about authors, publishers and could say they are likely to While most marketing stops purchased it? Not an easy nut publications. They are out (or content. Context has to be purchase/consume if here, this is where the real to crack, but one which is online) with friends, playing, taken into consideration. presented with the option. Or opportunities begin to emerge. worthy of continued shopping for other things, What needs do we fulfill and at we could say they are already And not for the publisher, but exploration. eating, living, etc. what stages/places in their reading free versions of the for the author. lives? book. They have developed Ideas: beyond engagement to a Ideas: Ideas: Extend our engagement Ideas: deeper level where they desire Extend purchase to beyond the Ability to search a book that efforts to social media sites, Blogs for books underway. more interaction with the physical book. Options for I’ve purchased some time in mobile devices and the like. RSS and social media tools. brand/author/book. PDF or access to searchable or the past. Free PDF with a Find ways to offer deeper Author readings via youtube. even mobile versions. book purchase. Blogs where I value to our future and existing Breaking news on up and Ideas: Updates. How do we stay in can comment directly to the readers so as to be invited into coming storylines/books This is the feeder for touch with the reader? How author, find out about new their lives, versus waiting for (Rowling). Downloadable engagement, really. How can do we give them access to work, etc. Why can’t I search them to come to us. mini-stories to ipod, phone, we expose the writer, his more experiences that continue the book when researching a etc. thinking or his works so that to engage and lead to paper or article I’m writing? people can better engage with purchase? How do we secure Why can’t I listen to it or read him/her. their trust? it on my mobile phone when I’m caught out at the doctor’s office for 3 hours? We are NOT DONE. We should be LOOPING back into engaged, desire, etc.

Slide 47: Instead, we get this. - Dangerous balance between protection and a horrible experience * From my craphammer.ca blog post

Slide 48: Instead, we get this. - Dangerous balance between protection and a horrible experience * From my craphammer.ca blog post

Slide 49: DRM - case in point - Zune - Retaliation and out of control rumors - iPod and iTunes - No retaliation - Consumers using “DRM” without being exposed to it. - Simple and easy to re-authenticate - Close to seamless movement between devices - Simple and straightforward mechanism to “Cheat” the system - built right in

Slide 50: Meet Cory Doctorow - Blog, podcast, news and novels - Gives away his novels for free - creative commons license - 700,000 copies downloaded and climbing - Uses craphound to promote his published books - His work now crossing into new mediums - Options to buy or download for free - http://www.craphound.com/ Source: http://theopenbrand.resource.com/

Slide 51: Meet MuggleNet and Emerson Spartz - 21 year old creator of the ultimate harry potter fansite - Weekly podcast - 50,000+ listeners every week - Won the People’s choice awards - Largest Harry Potter fansite - Now launched his own book at the age of 21 - Working with Rowling to tap into fanbase - http://www.mugglenet.com Source: http://theopenbrand.resource.com/

Slide 52: Models and Practices

Slide 53: Authors: - Build relationships - Market their books/brand - Remain relevant Publishers: - Build relationships - Drive sales - Remain relevant

Slide 55: Rich media devices New eBook CONTEXT iPod bikini Readers drives experience PVRs Console Devices Mobile is King

Slide 56: Get your experience where your audience is

Slide 62: Find your community 4. Share and Support 3. Participate 2. Find and Follow 1. Dive in

Slide 63: Getting Messy

Slide 64: Getting Messy Simple (cause and effect -> best practices) Sense, Categorize, Respond Complicated (many interconnected but understandable r/ships) Sense, Analyze, Respond Complex (many unknowns, understandable in hindsight) Probe, Sense, Respond Chaotic (can’t predict. don’t know relationships) Act, Sense, Respond

Slide 65: Engagement Pyramid

Slide 66: Community evangelist Transparent: Real Person Value: Bringing value to conversation Participate: Active in the community

Slide 67: Go deep and micro

Slide 68: Go deep and micro

Slide 69: Dat’s all folks

Slide 70: Moi Sean Howard Experience Design and Research my blog: craphammer.ca my twitter: twitter.com/passitalong my email: thecraphammer@gmail.com TODAY’S PRESENTATION: http://tinyurl.com/?????

Slide 71: Sources “Social Network Stats: Facebook, MySpace, Reunion (Jan, 2008)”, Jeremiah Owyang, http://tinyurl.com/3qcta4 “Blogger, Sans Pajamas, Rakes Muck and a Prize”, NY Times, 25 Feb 2008, http://tinyurl.com/2ydtnj Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Justin Kirby and Paul Marsden, Butterworth-Heinemann “Thought Piece: Mobile Telecoms Industry Size 2008”, Tomi T Ahonen, www.tomiahonen.com “Social Network Sites: Definition, History, and Scholarship”, Danah M. Boyd, http://jcmc.indiana.edu/vol13/issue1/ boyd.ellison.html “Wikinomics: How Mass Collaboration Changes Everything”, “A community of community managers on Twitter”, Marketing Nirvana, http://mariosundar.wordpress.com/2008/04/08/a- community-of-community-managers-on-twitter/ “MTV Asia ‘Being Young’”, http://www.slideshare.net/ianstewartmtv/mtv-asia-being-young?src=embed “Micro Interactions”, David Armano, http://www.slideshare.net/darmano/micro-interactions/

Slide 72: Images beggs, Flickr, http://www.flickr.com/photos/beggs/ (Series) ernoldiño, Flickr, http://www.flickr.com/photos/kouchi/ moostive, Flickr, http://www.flickr.com/photos/mrasoulov/ David Armano, logic+emotion, http://darmano.typepad.com/logic_emotion/ Travelin' Librarian, Flickr, http://www.flickr.com/photos/travelinlibrarian/ RSS in Plain English, Common Craft, http://www.commoncraft.com/rss_plain_english

Slide 73: Images eBoy, O’Reilly Poster, http://hello.eboy.com/eboy/2007/05/18/orm_makeposter_20tpng-th/ Where’s My Jet Pack, http://wheresmyjetpack.blogspot.com/2008/03/not-what-we-had-in-mind.html Davd Armano, Micro Interactions, http://www.slideshare.net/darmano/micro-interactions/ iphone: Will it Blend?, BlendTec, http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone Oude School, Flickr, http://www.flickr.com/photos/oudeschool/