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What does Web2 do for us?
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What does Web2 do for us?


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This presentation looks at "web2" in the context of human experience, suggesting that the social web as extension of "real life" means that it transcends the marketing-biased, "numbered web" hype that …

This presentation looks at "web2" in the context of human experience, suggesting that the social web as extension of "real life" means that it transcends the marketing-biased, "numbered web" hype that has typically surrounded it.

The slides focus particularly on the use of "social web" tools in the enterprise.

I will present these slides at Online Information 4th December 2008. See for more information

Published in: Technology, Design
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  • 1. what does web2 actually DO for us?
  • 2. I am Mike Ellis I have spent about ten years on the web I am a generalist, strategist, social(web)ist I work for a not for profit IT company called Eduserv
  • 3. the standard “web 2.0 reminder slides”
  • 4. creative commons user generated rich “non web-like” environment content web 2.0 is.. viral marketing mashups and permission based activity radical collaboration de-centralisation
  • 5. the social web
  • 6. the social web
  • 7. broadcast: “we tell you” us them
  • 8. interactive: “tell us what you think” us them
  • 9. social: “tell each other what you think” his mate and him and them us them and her her
  • 10. social technology : “ tools that enable people to create, share and connect with each other”
  • 11. we're quite good at social technology... zine blog radio show podcast group project wiki word of mouth digg address book social network
  • 12. i.e. the web isn’t necessary, but it makes some things easier publish distribute track access
  • 13. maslow says... self actualisation esteem love / belonging safety physiological's_hierarchy_of_needs
  • 14. maslow says... creativity self actualisation confidence community esteem respect love / belonging intimacy safety friendship physiological
  • 15. sharing and community is what we do
  • 16. ...and that’s what “web2.0” does, too
  • 17. “ why are companies adopting 2.0 technology? 1. business efficiency improvement: 74% 2. competitive pressure to do so: 64% 3. specific problem solution: 53% 4. partner recommendation: 53% 5. employee request: 45% 6. bundled services: 25% [Forrester] ”
  • 18. “ when belts tighten, businesses don't have the option to do less, they just need to pay less. So called Enterprise 2.0 software has been trying to streamline and modernize aging approaches to collaborative software ”
  • 19. but what about hype?
  • 20. “ enterprise spending on Web 2.0 technologies will surge over the next five years to reach $4.6 billion globally, ” predicts Forrester Research.
  • 21. gartner says...
  • 22. gartner says... “the enterprise” everyone else >
  • 23. so what does it actually do for us...?
  • 24. a more human tone of voice
  • 25. competitive, authentic intelligence
  • 26. “network effects”
  • 27. challenge to authority
  • 28. challenge to brand
  • 29. examples?
  • 30. blogging
  • 31. user feedback
  • 32. ideas
  • 33. collaboration
  • 34. how to do it? 1. Think relationships, not technology
  • 35. 2. start small with something that excites you
  • 36. 3. Use internal projects to build competency
  • 37. 4. respect your users
  • 38. 5. fix things for individuals first
  • 39. “ ...a more natural strategy is to build a system that has enough value without network effects, at least to early adopters. Then, as the number of users increases, the system becomes even more valuable and is able to attract a wider user base. Joshua Schachter has explained that he built along these lines - he built an online system where he could keep bookmarks for himself, such that even if no other user joined, it would still be valuable to him. ”
  • 40. “don’t fight the internet”
  • 41. the takeaway?
  • 42. thanks for listening
  • 43. and thanks to flickr people technology thanks to Hugh @ big finger mine fireworks mine web2 logos crowd blur broadcast two way social screen-grab from network cables post-its superhuman no internet sheep hype cash many questions Skype intelligence network no parking homeless man evolution question simple fog e=mc^hair duck mine rollercoaster easy great ideas thanks to Hugh @ not an exit