what does web2 actually DO for us?

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

the standard “web 2.0 reminder slides”

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

the
social
web

the
social
web

broadcast: “we tell you”
us them

interactive: “tell us what you think”
us them

social: “tell each other what you think”
his mate and him
and them
us them
and her her

social technology :
“ tools that enable people to create,
share and connect with each other”
http://www.slideshare.net/ninaksimon

we're quite good at social technology...
zine blog
radio show podcast
group project wiki
word of mouth digg
address book social network
http://www.slideshare.net/ninaksimon

i.e. the web isn’t necessary,
but it makes some things easier
publish
distribute
track access
http://www.slideshare.net/ninaksimon

maslow says...
self
actualisation
esteem
love / belonging
safety
physiological
http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs

maslow says...
creativity
self
actualisation
confidence community
esteem
respect
love / belonging
intimacy safety
friendship
physiological

sharing and community is what we do

...and that’s what “web2.0” does, too

“ 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] ”
http://www.rtodd.com/collaborage/2007/11/pg_web_20_success_story.html

“ 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
”
http://www.socialcomputingmagazine.com/viewcolumn.cfm?colid=625

but what about hype?

“ enterprise spending on Web 2.0
technologies will surge over the next
five years to reach $4.6 billion globally,
”
predicts Forrester Research.
http://www.socialcomputingmagazine.com/viewcolumn.cfm?colid=618

gartner says...

gartner says...
“the enterprise”
everyone else >

so what does it actually do for us...?

a more human tone of voice

competitive, authentic intelligence

“network effects”

challenge to authority

challenge to brand

examples?
http://stonetable.org

blogging
http://www.englishcut.com

user feedback
http://getsatisfaction.com/bbc

ideas
http://www.kindlingapp.com

collaboration
http://www.ideastorm.com

how to do it?
1. Think relationships, not technology
http://www.slideshare.net/ninaksimon

2. start small with something that excites you

3. Use internal projects to build competency

4. respect your users

5. fix things for individuals first

“ ...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 Del.icio.us 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.
”
http://en.wikipedia.org/wiki/Network_effect

“don’t fight the internet”
http://radar.oreilly.com/archives/2006/12/web-20-compact-definition-tryi.html

the takeaway?

thanks for listening
www.eduserv.org.uk
twitter.com/dmje

and thanks to flickr people
technology thanks to Hugh @ http://www.gapingvoid.com/
big finger mine
fireworks mine
web2 logos http://www.flickr.com/photos/ryyo/249804450/
crowd blur http://www.flickr.com/photos/victoriapeckham/164175205/
broadcast http://www.flickr.com/photos/beger/2336486182/
two way http://www.flickr.com/photos/z6p6tist6/500048151/
social screen-grab from http://antisocial.demozoo.org/demo.html
network cables http://www.flickr.com/photos/tigion/783970024/
post-its http://www.flickr.com/photos/pulguita/2868952310/
superhuman http://www.flickr.com/photos/esparta/482348262/
no internet http://www.flickr.com/photos/marcelograciolli/2807100863/
sheep hype http://www.flickr.com/photos/valentinap/406220705/
cash http://www.flickr.com/photos/thomashawk/211399263/
many questions http://www.flickr.com/photos/orinrobertjohn/3040007953/
Skype http://www.flickr.com/photos/malthe/125252690/
intelligence http://www.flickr.com/photos/ext504/732683765/
network http://www.flickr.com/photos/dr/2048034334/
no parking http://www.flickr.com/photos/webel/2422760305/
homeless man http://www.flickr.com/photos/alvarez/408380960/
evolution http://stonetable.org
question http://www.flickr.com/photos/drachmann/327122302
simple http://www.flickr.com/photos/louganmanzke/2722701187
fog http://www.flickr.com/photos/emdot/73257387/
e=mc^hair http://www.flickr.com/photos/ocularsmith/239674652
duck mine
rollercoaster http://www.flickr.com/photos/kapten/457425729/
easy http://www.flickr.com/photos/simonbooth/136976048/
great ideas thanks to Hugh @ http://www.gapingvoid.com/
not an exit http://www.flickr.com/photos/cheesebikini/907729966/