Use Web 2.0 to Keep Up With-- and Join-- the conversation Daniel X. O’Neil (773) 960-6045 [email_address] www.weblogconsultant.com

Daniel X. O’Neil

(773) 960-6045

[email_address]

www.weblogconsultant.com

Hello. Daniel X. O’Neil 11 years as an internet strategist-- six years working directly with Web 2.0 tools Currently the People Person at EveryBlock, a new media Web site that pulls together local news and public information

Daniel X. O’Neil

11 years as an internet strategist-- six years working directly with Web 2.0 tools

Currently the People Person at EveryBlock, a new media Web site that pulls together local news and public information

Block Page for the Drake

Let’s Talk About You. Who you are Where you work What you do there What you expect out of our time together Let’s customize this time best we can

Who you are

Where you work

What you do there

What you expect out of our time together

Let’s customize this time best we can

How to Evaluate Emerging Technologies Separate the technology from the culture Separate the current utility from the generic utility Maxim: any piece of software with pop culture popularity has enterprise utility That’s what we’re going to do today– show the utility of popular application in the enterprise

Separate the technology from the culture

Separate the current utility from the generic utility

Maxim: any piece of software with pop culture popularity has enterprise utility

That’s what we’re going to do today– show the utility of popular application in the enterprise

Technologies Social Networking Platforms: Facebook, Pownce, LinkedIn, Publishing Tools: Yahoo 360, WordPress, Movable Type, TypePad Meme sites: Technorati, Digg, various others in particular industries

Social Networking Platforms: Facebook, Pownce, LinkedIn,

Publishing Tools: Yahoo 360, WordPress, Movable Type, TypePad

Meme sites: Technorati, Digg, various others in particular industries

Technologies Media sharing and storage sites Photos: Flickr Video: YouTube/ Google Video WordPress and Pownce for long-term storage of large files DropSend or SendFile for transfer of files to media

Media sharing and storage sites

Photos: Flickr

Video: YouTube/ Google Video

WordPress and Pownce for long-term storage of large files

DropSend or SendFile for transfer of files to media

Culture Collaboration: comments, trackbacks, frequent updates/ edits Openness: transparency in approach (development, features, etc.) Crowdsourcing: Wikipedia is the great example, but there are many others (Yahoo! Teachers and Answers, for instance)

Collaboration: comments, trackbacks, frequent updates/ edits

Openness: transparency in approach (development, features, etc.)

Crowdsourcing: Wikipedia is the great example, but there are many others (Yahoo! Teachers and Answers, for instance)

The Wikipedia IP Address Issue Logging changes to Wikipedia pages related to corporations and brands Tracking them to IP addresses within the corporations that were the subject of the articles The implication-- practically unchallenged in the meme cycle-- was that corporations had no right to a voice

Logging changes to Wikipedia pages related to corporations and brands

Tracking them to IP addresses within the corporations that were the subject of the articles

The implication-- practically unchallenged in the meme cycle-- was that corporations had no right to a voice

What the Culture Means to PR Professionals You have a right to speech Limiting social networking tools to individuals & excluding corporations makes no sense Pure First Amendment issues, similar to the caselaw on political contributions Exert your rights But do it right

You have a right to speech

Limiting social networking tools to individuals & excluding corporations makes no sense

Pure First Amendment issues, similar to the caselaw on political contributions

Exert your rights

But do it right

So When You Comment Don’t be tricky Be an individual, not a company (user names based on your name, first person singular and plural) Stay focused on the specific text that you are commenting on-- not people, history, or the ether But do it

Don’t be tricky

Be an individual, not a company (user names based on your name, first person singular and plural)

Stay focused on the specific text that you are commenting on-- not people, history, or the ether

But do it

Jarvis’ “New News Process” Text Text

Essentials for the Conversation There are step-by-steps here, but you’ll have to figure some things out Use the “Help” button If you get stuck, Google the problem– chances are someone else has had the same issue The ability to copy/paste pieces of code directly into your intranet is key to most of these ideas

There are step-by-steps here, but you’ll have to figure some things out

Use the “Help” button

If you get stuck, Google the problem– chances are someone else has had the same issue

The ability to copy/paste pieces of code directly into your intranet is key to most of these ideas

The Platform for a PR Professional Use an RSS reader to keep up with what people are saying about your company and your industry Use relatively simple mashup tools to create custom competitive intelligence Use media sharing sites for finding, publishing, and sharing photos and video relating to your company

Use an RSS reader to keep up with what people are saying about your company and your industry

Use relatively simple mashup tools to create custom competitive intelligence

Use media sharing sites for finding, publishing, and sharing photos and video relating to your company

RSS Reader This is one of the basics that every communicator should have– a full RSS reader Google Reader is the best– easy to subscribe, easy to share, great screen shortcuts Others: Bloglines, My Yahoo, NewsGator

This is one of the basics that every communicator should have– a full RSS reader

Google Reader is the best– easy to subscribe, easy to share, great screen shortcuts

Others: Bloglines, My Yahoo, NewsGator

Google Reader

Google Reader for Subscribing to News Electronic clipping service Subscribe to any news source that has an RSS feed Use the Firefox or IE 7 browsers for auto-detection of RSS feeds Firefox is best– faster, renders pages better, spellcheck

Electronic clipping service

Subscribe to any news source that has an RSS feed

Use the Firefox or IE 7 browsers for auto-detection of RSS feeds

Firefox is best– faster, renders pages better, spellcheck

Google Reader for Corporate News Clippings & Content Fodder Reading lists– keep up on key industry publications and newspapers Do searches in your key executive staff, company name, and industry keywords in Google News Every search has an RSS feed Don’t forget the blog search, too Once you’ve got the feed, you can just click the orange RSS button or copy/paste the URL into the “Add Subscription” section in Google Reader on the left

Reading lists– keep up on key industry publications and newspapers

Do searches in your key executive staff, company name, and industry keywords in Google News

Every search has an RSS feed

Don’t forget the blog search, too

Once you’ve got the feed, you can just click the orange RSS button or copy/paste the URL into the “Add Subscription” section in Google Reader on the left

OPML to Export Reading List Once you build a good reading list, you can share it with everyone in your company Settings > Import/ Export > Export Your Subscriptions as an OPML File Then upload it to an intranet or other shared Web resource Anyone can download it and import it into their feed reader

Once you build a good reading list, you can share it with everyone in your company

Settings > Import/ Export > Export Your Subscriptions as an OPML File

Then upload it to an intranet or other shared Web resource

Anyone can download it and import it into their feed reader

Custom Competitive Intelligence Use Google and Yahoo! news & blog search RSS feeds along with Yahoo! Pipes and FeedBurner to create custom competitive intelligence Once you’ve got an RSS feed, you can trim it then publish it to your intranet

Use Google and Yahoo! news & blog search RSS feeds along with Yahoo! Pipes and FeedBurner to create custom competitive intelligence

Once you’ve got an RSS feed, you can trim it then publish it to your intranet

Custom Competitive Intelligence: Convenience Stores

Capture the RSS Feed

Get an account at Feedburner

Burn the new feed (step-by-step in Feedburner)

Then click “Buzzboost” under the “Publicize” tab and complete the form

The result? A script. Publish it to your intranet in a block that takes HTML <script src=&quot;http://feeds.feedburner.com/ConvenienceStores-GoogleNews?format=sigpro&quot; type=&quot;text/javascript&quot; ></script><noscript><p>Subscribe to RSS headline updates from: <a href=&quot;http://feeds.feedburner.com/ConvenienceStores-GoogleNews&quot;></a><br/>Powered by FeedBurner</p> </noscript>

<script src=&quot;http://feeds.feedburner.com/ConvenienceStores-GoogleNews?format=sigpro&quot; type=&quot;text/javascript&quot; ></script><noscript><p>Subscribe to RSS headline updates from: <a href=&quot;http://feeds.feedburner.com/ConvenienceStores-GoogleNews&quot;></a><br/>Powered by FeedBurner</p> </noscript>

Here’s the raw HTML in a webpage

Last Step: Customize the feed with Yahoo! Pipes http://feeds.feedburner.com/ConvenienceStores-GoogleNews

Convenience Store Raw Feed

Convenience Store Feed w/o the phrase “7-eleven”

Now it is

Custom Competitive Intelligence: Upshots Somewhat complicated, but powerful once you get it Be sure not to “publish” your feed– then only you know its URL Be sure to only use this tactic on feeds that you are OK to make public The feeds may be indexed by search engines If you’re afraid of the competitive intelligence searches becoming public, pick your content by hand using RSS feeds as in our first example

Somewhat complicated, but powerful once you get it

Be sure not to “publish” your feed– then only you know its URL

Be sure to only use this tactic on feeds that you are OK to make public

The feeds may be indexed by search engines

If you’re afraid of the competitive intelligence searches becoming public, pick your content by hand using RSS feeds as in our first example

Flickr Use Flickr for finding, publishing, and sharing photos relating to your company Flickr has 25,017 photos of “Pepsi”

Use Flickr for finding, publishing, and sharing photos relating to your company

Flickr has 25,017 photos of “Pepsi”

Flickr for Creative Commons Photos Available for use on your Intranet Creative Commons is a set of intellectual property standards based on existing copyright law Flickr supports search for Creative Commons images in their Advanced Search

Creative Commons is a set of intellectual property standards based on existing copyright law

Flickr supports search for Creative Commons images in their Advanced Search

666 “Pepsi” photos on Flickr licensed under Creative Commons

Flickr for storing hi-res images Great for sharing with art departments Password-protected, but stored on the internet– so no trade secrets or pre-product launches Supports separate privacy settings for each photo

Great for sharing with art departments

Password-protected, but stored on the internet– so no trade secrets or pre-product launches

Supports separate privacy settings for each photo

Extending Flickr Supports printing Third-party applications Integration with blogging software Publish to Flickr by email Publish to blog by email Publish by cellphone camera

Supports printing

Third-party applications

Integration with blogging software

Publish to Flickr by email

Publish to blog by email

Publish by cellphone camera

Google Video Use Google Video to stream instructional videos and other corporate video assets Google allows for the streaming of private, non-indexed videos inside your intranet But again, only store non-critical items there– you never know Great for historical company videos or non-secret trade or instructional videos

Use Google Video to stream instructional videos and other corporate video assets

Google allows for the streaming of private, non-indexed videos inside your intranet

But again, only store non-critical items there– you never know

Great for historical company videos or non-secret trade or instructional videos

“ Uploaded videos” screen

Advantages of Google Video Private No size limits– blows past all of the “server space” issues of the past Personal index of your videos– great for historical asset management Streaming onto your intranet is easy

Private

No size limits– blows past all of the “server space” issues of the past

Personal index of your videos– great for historical asset management

Streaming onto your intranet is easy

Google video: Just copy/ paste HTML

Don’t Forget Plain-Old Search Plain-Old Search Plain-Old Search Yahoo! Toolbar to search within a Web site Archive.org to see what a site looked like years ago Google cache if you want to recreate a page that is now missing

Yahoo! Toolbar to search within a Web site

Archive.org to see what a site looked like years ago

Google cache if you want to recreate a page that is now missing

Some More Complex Ideas Use Live.com to create custom point-to-point maps Deploy WordPress to for feature-rich, extensible content management system Use social networking sites such as Facebook as an extension of your corporate conversation Use Zocalo to create prediction markets and tap hidden knowledge

Use Live.com to create custom point-to-point maps

Deploy WordPress to for feature-rich, extensible content management system

Use social networking sites such as Facebook as an extension of your corporate conversation

Use Zocalo to create prediction markets and tap hidden knowledge

Live.com for custom maps Use Live.com to create custom point-to-point maps Very useful for maps to company picnic, key suppliers, ad-hoc route maps Published to the internet and accessible with the right URL

Use Live.com to create custom point-to-point maps

Very useful for maps to company picnic, key suppliers, ad-hoc route maps

Published to the internet and accessible with the right URL

Live.com maps– add custom “pushpins” Allows you to add “pushpins” (see right-hand side of screen after you log in) Each pushpin can be precisely placed and have detailed descriptions, URLs, images, etc.

Allows you to add “pushpins” (see right-hand side of screen after you log in)

Each pushpin can be precisely placed and have detailed descriptions, URLs, images, etc.

Live.com– see the map here http://local.live.com/?v=2&cid=5973FA202DA62927!138&encType=1 Permanent URL for sharing Not indexed by search engines

http://local.live.com/?v=2&cid=5973FA202DA62927!138&encType=1

Permanent URL for sharing

Not indexed by search engines

Maps for Story Telling

WordPress: content management Deploy WordPress to for feature-rich, extensible content management system “ Blog” software that runs on your intranet, not on an outside server Highly extensible (can add outside functionality) Can be used as content management (more sophisticated databased relationships among content types) Has the simplicity and features of a blog

Deploy WordPress to for feature-rich, extensible content management system

“ Blog” software that runs on your intranet, not on an outside server

Highly extensible (can add outside functionality)

Can be used as content management (more sophisticated databased relationships among content types)

Has the simplicity and features of a blog

WordPress: Powerful Features

WordPress: Extensible

Social Networking Sites Use social networking sites such as Facebook as an extension of your corporate conversation Not recommended for every corporation (especially the larger ones) But can be highly effective to have informal, deeper relationships with employees Be where they are, gather more knowledge

Use social networking sites such as Facebook as an extension of your corporate conversation

Not recommended for every corporation (especially the larger ones)

But can be highly effective to have informal, deeper relationships with employees

Be where they are, gather more knowledge

Zocalo Prediction Markets Use Zocalo to create prediction markets and tap hidden knowledge Perhaps the most “out-there” suggestion on the list, and most difficult to execute But very rewarding for large organizations that seeks to get the low-down and dive deep into the collective mind of the workforce Great take on prediction market’s utility in the enterprise: http://wiki.commerce.net/wiki/ZMarket

Use Zocalo to create prediction markets and tap hidden knowledge

Perhaps the most “out-there” suggestion on the list, and most difficult to execute

But very rewarding for large organizations that seeks to get the low-down and dive deep into the collective mind of the workforce

Great take on prediction market’s utility in the enterprise:

http://wiki.commerce.net/wiki/ZMarket

Zocalo Prediction Markets Need an experienced IT person to implement this Advantage: completely internal Web-based source: www.inklingmarkets.com

Need an experienced IT person to implement this

Advantage: completely internal

Web-based source: www.inklingmarkets.com

Thank You Call me anytime (773) 960-6045 [email_address] Check out EveryBlock Questions?

Call me anytime (773) 960-6045

[email_address]

Check out EveryBlock

Questions?