Web 2.0 and the online conversation

Web 2.0 Hosting the Conversation

The World in Which we Live The Consumer is in Control

Consumers have unlimited options

Consumers are avoiding advertising Pop-up Blocker

Some are revolting against it

Consumers are Online

Consumers are going to the web What are they finding?

Web 1.0 Company to Consumer: Shut up & listen Consumer to company: Is anyone there?

Web 1.0
One-way communication
Pretty postcards
“brochure-ware”
Internet is just another channel
“Corporate-speak”

Web 1.0
People want human interaction
The Internet is NOT just another channel for broadcasting
The conversation went elsewhere

If Web 1.0 is dead… …what is Web 2.0?

Web 2.0 – three facets
Design
Open source
Communications

Web 2.0 Design Customers want a rich user experience

MINIUSA.com

comeclean.com

nike.com/nikeplus

Web 2.0 Open Source If you want to get, you gotta give

aws.amazon.com

code.google.com

Web 2.0 Communication Who will host the conversation?

Markets are Conversations
Companies must:
Pay attention
Participate

Who do consumers trust?
CEO or Secretary?
Marketing or peer?
“ a person like me”
i.e. other consumers

Social Media put Consumers in Control of the conversation Every consumer is…

… a publisher

…a DJ

…an expert

…a broadcaster

…an editor

…a network

…a critic

…syndicated

If institutions want to participate in this conversation, they must acknowledge and facilitate consumer control.

Changing MSM The mainstream media are opening their sites to citizen journalism

ushare.keloland.com/ushare

Changing Companies Companies are creating what are essentially online databases that capture user generated content

amazon.com

ebay.com

musicdownloads.walmart.com

Thank You
Nathan Schock
Director of Public Relations
Breukelman Kubista Group
freshglue.com
myspace.com/nschock
linkedin.com/in/nschock
AIM: natjoschock
Skype: nathanschock

References
Slide #4: tivo.com, toolbar.google.com, xmradio.com, donotcall.gov
Slide #5: adbusters.org, nologo.org. Hat tip to Piers Fawkes, PSFK ( www.psfk.com/branded_utility_psfk_13nov06.pdf )
Slide #6: Pew Internet & the American Life Project ( www.pewinternet.org/trends/Internet_Adoption_4.26.06.pdf )
Slide # 7, 8: Morgan Stanley, Mary Meeker & David Joseph ( www.morganstanley.com/institutional/techresearch/pdfs/Webtwopto2006.pdf )
Slide #16: MINIUSA.com. Hat tip to David Armano, Logic + Emotion, and Kevin Mullet, Macromedia Experience Design Team, The Essence of Effective Rich Internet Applications ( http:// darmano.typepad.com/for_blog/essence_of_ria.pdf ).
Slide #17: comeclean.com
Slide #18: nike.com/nikeplus
Slide #20: aws.amazon.com
Slide #21: code.google.com
Slide #22: feedicons.com
Slide #23: bloglines.com
Slide #24: my.yahoo.com

References
Slide #26: Cluetrain Manifesto (cluetrain.com)
Slide #27: Edelman 2006 Annual Trust Barometer ( edelman.com/image/insights/content/FullSupplement_final.pdf ).
Slide #29: blogger.com, typepad.com, wordpress.org, spaces.live.com
Slide #30: podcast.net, apple.com/itunes, music.podshow.com, apple.com/ipod
Slide #31: wikipedia.org
Slide #32: youtube.com
Slide #33: digg.com
Slide #34: myspace.com/nschock
Slide #35, 42: amazon.com
Slide #39: ushare/keloland.com/ushare
Slide #40: argusleader.com/apps/pbcs.dll/section?Category =COMMUNITYPUB
Slide #43: ebay.com
Slide #44: musicdownloads.walmart.com
Slide #45: music.yahoo.com

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Web 2.0 and the online conversation

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