Web 2.0 And Content Creation And Distribution

Slide 1: Web 2.0 and the end of hierarchical systems of content production and distribution

Slide 2: Twelve years ago Bill Gates said: “The really interesting highway applications will grow out of the participation of tens of hundreds or millions of people, who will not just consume entertainment and other information, but will create it, too. Until millions of people are communicating with one another, exploring subjects of common interest and making all sorts of multimedia contributions, including high-quality video, there won’t be an information highway.”

Slide 3: When Johannes Gutenberg invented the publishing press in 1440, it sparked a publishing boom and information revolution, which resulted the mass media model: persons or societies who own the publishing machinery control the information. This hierarchical system exists within the company too: some elite holds information that they distribute to customers, employees, investors or the press.

Slide 4: Web 2.0 consist on creating a value from employees, customers and suppliers. It is a completely inversed model of the system of content production and distribution we had in the past. Content production and distribution biefore Web 2.0 Web 2.0 Author to public Multidirectional Unidirectionnal Direct Mediation Many to many One to many In parallel to the mass media are emerging the media of the masses. The division between publisher and public is disappearing. It is a radical conversion that impacts all business models.

Slide 5: “Web 2.0 is distributed technologies build to integrate that collectively transform mass participation into valuable emergent outcomes.” Ross Dawson, Chairman, Future Exploration Network They are two principal ways a business could take profit of Web2.0: Within the firm, in the knowledge and information management and at the marketing and external communications level.

Slide 7: Enterprise 2.0 Refers to web 2.0 applications and culture used inside organizations Is about creating value from the participation of employees, customers and suppliers Related to the knowledge and the information management

Slide 8: Applications Collaboration Project management Workflow Knowledge management Internal communication Learning and development Innovation Expertise location Search and information acces

Slide 9: How Web2.0 is impacting traditionnal organizational models? Mostly by destroying hierarchical relations: the Tylor’s model is daying By generating a value from collaboration and more effective distribution of ressources

Slide 10: The collaborative cycle 5 stages within the collaborative cycle: Co-analyse of situation or problem to solve Co-elaboration of an action plan Co-action, co-production of results Co-managing of the processes and mid-term results Collaboration=Communication (interaction)+co-perating (resources’distribution)+coordination (syncronisation).

Slide 11: Collaboration and knowledge management Knowledge generated within the firm is a commonly managed inheritance The succes of the business depends of that common memory of the firm Collaboration help to preserve, collect, transfer knowledge within the organization In the information (> knowledge) society this value of the organisation is essential

Slide 12: The network organisation New structure based on working in network Collaborative networks mobilise collective intelligence Practice communities

Slide 13: Practice communities: the and of the hierarchical management? Traditional organisation Practice community Individual’s positionning Status Role Management logic Decision Influence Activity Action Participation Structure Definition of rools and processes Definition of the exchange framework Power Ownership of knowledge & decision Connexion, potential of assistance power and mobilisation of others Relations model Hierarchy, subordination relations Network, cooperative relations Knowledge transfer Rools, processes, education Participation, discussions, coaching Dominant value Capital Knowledge Development & valorisation of a Development & valorisation of capital knowledge & know-how

Slide 14: Marketing 2.0 Enormous is the impact of web 2.0 on the way we consume information There is a huge potential for marketers Hypertargeting Influention marketing Tests, CRM Innovation (generation of new ideas, marketing researches) Cost of content creation Personnalisation

Slide 15: There are some 9 million blogs out there, with 40000 new ones poping up each day. Let’s assume that 99.9% are equally off point… That leaves some 40 new ones every day that could be talking about your business, engaging your employees or leaving those merger discussions you though were hush-hush. Stephen Baker and Heather Green, in Social Media Will Change Your Business, http://www.businessweek.com , February 20, 2008

Slide 16: The scale value of Web 2.0 Web 2.0 is expanding as a nuclear bomb! If a content could generate some value for you that content can be used and re-used (multiplated) by more and more people without your participation The same thing, if the content is ‘negatif’ (exemple: the video of N.Sarkozi at the Agriculture’s forum in Paris)

Slide 17: « ROI (Return on Investment) of General Motor’s Fast Lane blog in the first year: 99% » Forrester Research There is complementary value to content producers in direct distribution(end-user relationships, and no sharing revenues) Personalization is a big factor of value creation for the web2.0-based busnesses Incrementing contents in other contents (ads in videos, profiled content) or modularity of medias increases the impact of the marketing communication Reactivity to the market

Slide 19: The active position of the customer One of the results of Web 2.0 is that the customer is becaming more and more active, witch could create new usages of ‘new medias’ or products. So, in the future I imagine that active ‘client’ will experiment new uses of new product and this way create new products him-self. Exemple: recently I was in a party where peaple didn’t put some CD in a CD player or some music on the radio, but they went to You tube and played a playlist of videos. Use contained in the concept CD player YouTube/online media Web2.0-culture customers New uses Video player New products Via CRM & Marketing

Slide 20: Sources Social Media Will Change Your Business By Stephen Baker and Heather Green, http://www.businessweek.com/ Future of Media, Report 2007, Ross Dawson Web2.0 Framework, Future Exploration Network, www.futureexploration.net Online video, Pew Internet & American Life Project

Slide 21: My forecast for the future The concepts of offer and demand will loose their sens ID numbers could be replaced by an Profile in centralised social media (like Facebook), to develop all our life, adding further information (children, divources…) After some big struggle, social media will merge in one ‘Facebook’, where a person could make all: shopping, booking tickets, have some distance-learning course… Luxe will dissapear, because of the customisation: all the things we buy on Internet could be personnalized (so ‘prêt-à-proter’ will dissapear too) Firms will dessapear and will be replaced by peaple joining a group for a project; a lot of people will manage businesses from home, using consultants and integrated Project management softwear (like ERP’s) Educational levels will be replaced by modular learning ad-hoc…

Slide 22: Metamodel of Facebook = our future ID?

Slide 23: Daniela Dalbokova MBA’09 IEMI Contact: dalbokova@yahoo.com