Web 2.0 And Content Creation And DistributionPresentation Transcript
Web 2.0 and the e nd of hierarchical systems of content production and distribution
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.”
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.
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
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.
“ 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.
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
Learning and development
Search and information acces
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
Practice communities: the and of the hierarchical management? Knowledge Development & valorisation of knowledge & know-how Capital Development & valorisation of a capital Dominant value Participation, discussions, coaching Rools, processes, education Knowledge transfer Network, cooperative relations Hierarchy, subordination relations Relations model Connexion, potential of assistance and mobilisation of others Ownership of knowledge & decision power Power Definition of the exchange framework Definition of rools and processes Structure Participation Action Activity Influence Decision Management logic Role Status Individual’s positionning Practice community Traditional organisation
Enormous is the impact of web 2.0 on the way we consume information
There is a huge potential for marketers
Innovation (generation of new ideas, marketing researches)
Cost of content creation
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
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)
« 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
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.
CD player Video player YouTube/online media Use contained in the concept New uses Web2.0-culture customers New products Via CRM & Marketing
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
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…