Web 2.0 And Media 2.0 Presentation

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Pre-worshop abridged presenation 2007

Pre-worshop abridged presenation 2007

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  • 1. Abridged Version Pre-Workshop Presentation Media 2.0 and Web 2.0 Idris Mootee CEO Idea Couture Inc. www.mootee.typepad.com
  • 2.  
  • 3. by the time you read this it may be obsolete.
  • 4.  
  • 5.
    • marketers are cranking out brands as if they are commodities.
  • 6.  
  • 7. many once-great brands are failing to stay relevant.
  • 8.  
  • 9. the future of advertising is uncertain
  • 10. customer empowerment is now blanketing the globe
  • 11.  
  • 12. exploding feedback loops are generating new brand dialogues.
  • 13.  
  • 14. trends are sprouting while we sleep and evaporating before lunchtime
  • 15. how can spheres of innovation become pervasive and sustainable?
  • 16. The future of marketing is great products & services whose “marketing” is embedded in their experience design.
  • 17.  
  • 18. experiences that are inseparable from the culture of new-ness.
  • 19.  
  • 20. whose texture is rooted to a connected customer bond.
  • 21. outrageous success requires new business models, tools and experiences, not tested focus group obsession
  • 22. who will be the masters of this new craft?
  • 23.  
  • 24. What is Web 2.0 and Media 2.0 ?
  • 25. Web 2.0 or Media 2.0 is not about Ajax or user generated content, it is about emerging consumer and cultural practices.
  • 26. Web 2.0 is sometimes misleading as that implies that the whole of the web has changed,
  • 27. … .the way a 2.0 service pack package replaces its 1.0 predecessor, but that's not exactly the case here.
  • 28. … instead of just reading a book, the reader is helping to write it. Some will doodle on it and resell it….
  • 29. Media 2.0 is the number one driver of Web 2.0, it is about “innovation” that happens as a result of “convergence”.
  • 30.  
  • 31. looking at the last 200 years, the shift from orality to literacy, the rise of print culture …
  • 32.  
  • 33. … .and the emergence of modern mass media represent important paradigm shifts in the way we express and communicate.
  • 34. generally a burst of technological change was followed by a period of adjustment. So Print 1.0 to Print 2.0 etc.
  • 35.  
  • 36. … it is constantly reshaping all modes of artistic expression (24/7 and global), and is sparkling a series of cultural breakthroughs.
  • 37.  
  • 38. If anything, the rate of technological and cultural change has accelerated and social networks are evolving into new entities.
  • 39. It is breeding a new generation of subculturalist.
  • 40.  
  • 41. what about brands?
  • 42. the very nature of the digital space is the ability for brands to speak with – not to, but with -- the micro communities and individuals themselves.
  • 43. in the digital world, marketing will be about finding them, excites them, engages them, empowers them and builds relationship with them.
  • 44. because information is core of digital, digital marketing will soon enough fill the vacuum. That's Agency 2.0.
  • 45. new media sparks social and aesthetic experimentation, as a result an ever-expanding menu of cultural choices , from devices to storages.
  • 46. ..these emerging technologies have lowered the barriers to entry into the cultural marketplace , now everyone can participate much like everyone can be a merchant with eBay.
  • 47. the cultural marketplace is now opened for anyone and anywhere in the world as long you have a computer and a connection.
  • 48.  
  • 49. this grand utopian movement of our contemporary age first headquartered in Silicon Valley, and is now around the world ,
  • 50. there are people all over the world joining this march seeing the great seduction is actually a fusion of two historical movements:
  • 51.  
  • 52. the counter-cultural utopianism of the '60s and the t echno-economic utopianism of the '90s. This seduction is known to the world as the Web 2.0.
  • 53. the rapid diversification of cultural production inspires a diversity of aesthetic responses,
  • 54.  
  • 55. such transformations broaden the means of self and collective expressions.
  • 56.  
  • 57. social networks then become storage of collective meanings.
  • 58. the relentless commodification of all areas of social life is opening plenty of opportunities for brands.
  • 59. these emerging media and technologies have lowered or removed many barriers to entry into the cultural marketplace…..
  • 60.  
  • 61. … .now everyone can easily participate much like everyone can be a merchant with eBay.
  • 62. the cultural marketplace is now opened for anyone and anywhere in the world as long you have a computer and a connection.
  • 63.  
  • 64. the mass media era actually pushed amateur cultural production underground, in the form sub-cultures niche publications
  • 65. the web has brought this layer of amateur production back to the surface, amateurs can share what they created with each other
  • 66. … .this ability to share media has helped to motivate media production, resulting in a massive explosion of grassroots movement
  • 67. … .from individual or collective expression to taste-making and activism.
  • 68. ..the "big media"--the Hollywood studios, the big record labels s--now represent the enemies of the Media 2.0 movement?
  • 69.  
  • 70. In Marxist terms, the traditional media had become the exploitative "bourgeoisie," and citizen media, those heroic bloggers and podcasters, were the "proletariat".
  • 71. Thank You. Merci. Dank u wel. Muchas gracias . Danke. www.mootee.typepad.com innovation playground Aug 2007 www.ideacouture.com idea couture inc.