Achieving Social and Business Potentials in the Web 2.0 World Seminar for Cathay Pacific Airways Ltd Charles Mok Internet Society Hong Kong Mar 25 2009

What is Web 2.0? Definition by O'Reilly (2005) Core concept to summarize all network behavior: interactive and sharing Web based platform Intelligence from the masses Information becomes the new 'Intel inside' Eternal upgrades – forever beta Rich user experience Rapid response User created content (or user generated content)

Definition by O'Reilly (2005)

Core concept to summarize all network behavior: interactive and sharing

Web based platform

Intelligence from the masses

Information becomes the new 'Intel inside'

Eternal upgrades – forever beta

Rich user experience

Rapid response

User created content (or user generated content)

Before Web 2.0, there was... 'Web 1.0 -> 1.5' Top-down 'Content is king' Email was the only killer application Web 1.0 -> 2.0 From Yahoo! to Google Amazon

'Web 1.0 -> 1.5'

Top-down

'Content is king'

Email was the only killer application

Web 1.0 -> 2.0

From Yahoo! to Google

Amazon

Long Tail Theory (Anderson, 2004) Book (2006)

http://www.jeffro2pt0.com/images/web20logos.jpg

http://flickr.com/photos/charlesmok/

http://charlesmok.blogspot.com

http://twitter.com/charlesmok

http://zh.wikipedia.org/

Politics 2.0 From Campaign 2.0 to President 2.0 Democratic pollster Peter Hart: “2008 is the first modern election where technology enabled supporters to play a direct role in the campaign. It's the first election where citizen media dominated the dialogue." A look at campaigns in Taiwan, US and Hong Kong

From Campaign 2.0 to President 2.0

Democratic pollster Peter Hart: “2008 is the first modern election where technology enabled supporters to play a direct role in the campaign. It's the first election where citizen media dominated the dialogue."

A look at campaigns in Taiwan, US and Hong Kong

Taiwan: from SMS (2004) to video (2008) http://hk.youtube.com/watch?v=OT8sxeulXLQ http://hk.youtube.com/watch?v=r12iGnmHa74 http://hk.youtube.com/watch?v=UgHz5mrrT8Y http://hk.youtube.com/watch?v=fsT21CncH9o

Political videos in Hong Kong http://hk.youtube.com/watch?v=bui6TUdvuiU http://hk.youtube.com/watch?v=YoFIhjW3Ei8 http://hk.youtube.com/watch?v=2j3vh55SSVw http://hk.youtube.com/watch?v=RMMWde0O1eg

http://barackobama.com/

US Presidential Election 2008 Obama's web strategy He knows he could not win without an effective Internet strategy Arianna Huffington: Obama would not have won in 2004 Long campaign from party to national Money, money, money The long tail of political donation

Obama's web strategy

He knows he could not win without an effective Internet strategy

Arianna Huffington: Obama would not have won in 2004

Long campaign from party to national

Money, money, money

The long tail of political donation

US Presidential Election 2008 Obama Girl "I Got a Crush...On Obama" http://www.youtube.com/watch?v=wKsoXHYICqU "Obama Girl Returns for Iowa" http://www.youtube.com/watch?v=ENCRu-2d35g

Obama Girl

"I Got a Crush...On Obama" http://www.youtube.com/watch?v=wKsoXHYICqU

"Obama Girl Returns for Iowa" http://www.youtube.com/watch?v=ENCRu-2d35g

The Obama Lesson barackobama.com change.gov whitehouse.gov

Evolution of Obama's web strategy Election website: www.barackobama.com -- keep going! Transition website: www.change.gov Presidential website: www.whitehouse.gov Google Government Consistence in style Participatory – it is people's expectation now (Pew Research) Segmentation Beyond the web Social networking strategy YouTube vs TV, radio Blackberry SMS: Announcement of VP candidate in August using SMS

Election website: www.barackobama.com -- keep going!

Transition website: www.change.gov

Presidential website: www.whitehouse.gov

Google Government

Consistence in style

Participatory – it is people's expectation now (Pew Research)

Segmentation

Beyond the web

Social networking strategy

YouTube vs TV, radio

Blackberry

SMS: Announcement of VP candidate in August using SMS

Pursuant to federal law, government-produced materials appearing on this site are not copyright protected.

Creative Commons http://www.youtube.com/watch?v=qzC99sf2u7g

Who are our Consumer 2.0?

Digital Natives Digital Natives, Digital Immigrants – Marc Prensky 2001 'Our students have changed radically. Today's students are no longer the people our educational system was designed to teach.' 'Our Digital Immigrant instructors, who speak an outdated language (that of the pre-digital age), are struggling to teach a population that speaks an entirely new language.' School didn't teach me to read—I learned from my games. From Computer Literacy to Media Literacy

Digital Natives, Digital Immigrants – Marc Prensky 2001

'Our students have changed radically. Today's students are no longer the people our educational system was designed to teach.'

'Our Digital Immigrant instructors, who speak an outdated language (that of the pre-digital age), are struggling to teach a population that speaks an entirely new language.'

School didn't teach me to read—I learned from my games.

From Computer Literacy to Media Literacy

New Model: New Opportunities Image under CC from Tobias Eigen

Monitoring Consumer Generated Media CGM Blogs, forum, chat rooms, newsgroups and other content sites Gathering consumer insights and opinions from captured CGM data Historical vs. current CGM monitoring vs. opinion polling? Predictive characteristics? E.g. local firm K-Matrix www.kmatrixonline.com

CGM

Blogs, forum, chat rooms, newsgroups and other content sites

Gathering consumer insights and opinions from captured CGM data

Historical vs. current

CGM monitoring vs. opinion polling?

Predictive characteristics?

E.g. local firm K-Matrix www.kmatrixonline.com

Online Donation: Everyday Hero http://www.everydayhero.com.au/

Free Knowledge: OOPS http://www.myoops.org/twocw/

莫乃光 Charles Mok [email_address] http://www.charlesmok.hk http://charlesmok.blogspot.com

莫乃光 Charles Mok

[email_address]

http://www.charlesmok.hk

http://charlesmok.blogspot.com