Web 2.0: Making Sense of the Social Web and Its Use in Business - by Rob Marchant

Rob Marchant presents…. Here is a title that is in a box Web 2.0: Making Sense of the Social Web & Its Use in Business First presented: Dec 2008 At: The eBusiness Programme

Web 2.0 Making sense of the social web & its use in business Breakfast Briefing Presented by Dr Rob Marchant

Pringles Prints ‘ Connect & Develop’ – P & G’s New Model for Innovation

Your businesses can use Web 2.0 to develop your own networks

Create an “ecosystem” around your business … .and give your fans the tools and power to speak up

What is Web 2.0?

“ It’s the participatory web.”

“ Web 1.0 was Commerce….Web 2.0 is People.”

“ Web 2.0 seems to be like Pink Floyd lyrics – it can mean different things to different people… depending on your state of mind.”

Typical Web 2.0 Sites

Sites you have a personal connection with

Sites you feel part of – not just a user of

Sites that wouldn’t exist without you

Web 2.0 is all about….

Networking

Collaborating

Interacting

Knowledge flow

Having conversations

Harnessing collective intelligence

Social networking Social media

Web 2.0 allows users to:

Communicate & Comment

Interact

Share

Tag

Modify

Argue

Augment

Rank

Web 2.0 Services

Social networks (Facebook, ecademy)

Web-based apps (Google Docs)

Wikis (Wikipedia)

Blogs & Podcasts (Blogger)

News promotion systems (Digg)

Content managers (delicious)

Sharing (squidoo, Slideshare, FriendFeed)

Subscription systems (bloglines)

Searches based on tags (Flickr, YouTube)

“ Web 2.0” Era

Pull business models

Open source software

Customer self-service

The ‘Long Tail’

Social media

Customer community relationships

Decentralised product development

shift of control Institutions & big business Communities of individuals

“ Web 1.0” Era

Push business models

Commercial software

Customer service

Bestseller products

Traditional media

1 – on - 1 customer relationships

Centralised product development

Central production Peer production Output Web 2.0 for Enterprise

Web 2.0 Search Data Worldwide data UK data Source: Google Trends, October 2008

Benefits of Web 2.0

New networks

Pools of knowledge and information

Reduced costs

Loyalty

Marketing and PR

Search Engine Optimisation

Web 2.0 Design Spotters Guide

Bright cheerful colours… Rounded corners…

Curvy, playful typefaces…. Free services….

Big text, snappy informal copy… Lots of white space, few stock photos…

The Stars of Web 2.0

Type: Social networking Key features: Most popular social networking site Users: 6.5 million in UK Launched: 2004 Registration?: Y Free?: Y Owned by: Facebook Inc Also see: Bebo, MySpace, Windows LiveSpaces www.facebook.com

Type: (Professional) Social networking Key features: Business oriented social networking site Users: > 12million Launched: 2003 Registration?: Y Free?: Y Owned by: Private owners Also see: ecademy, Facebook www.linkedin.com

Type: Social networking Key features: Share user profiles & content. Groups, blogging & many other features Users: > 100million (6.3m in UK) Launched: 2003 Registration?: Y Free?: Y Owned by: Fox Media Inc Also see: Bebo, Facebook, Windows LiveSpaces www.myspace.com

Type: Business social networking Key features: UK based and biased Users: 190000 registered in UK Launched: 1998 Registration?: Y Free?: Y (charges for premium) Owned by: Ecademy Ltd Also see: LinkedIn, Facebook www.ecademy.com

Type: Social networking/travel correlator Key features: Share travel info – import from Google contacts, Facebook, Flickr & Twitter Users: unknown Launched: 2007 Registration?: Y Free?: Y Owned by: Dopplr www.dopplr.com

Type: Video sharing, tagging & searching Key features: Video sharing (& embedding). 2 nd largest search engine! Users: 100million video views/day Launched: 2005 Registration?: optional Free?: Y Owned by: Google Also see: Vimeo (for HD), VideoEgg www.youtube.com

Type: Image sharing & tagging Key features: Most popular photo sharing site Users: unknown millions Launched: 2004 Registration?: Y – needs Yahoo ID Free?: Y Owned by: Yahoo Inc Also see: Photobucket, Picasa www.flickr.com

Type: Slide sharing, tagging & searching Key features: ‘YouTube’ for PowerPoint – also has Facebook apps Users: unknown Launched: 2005 Registration?: optional Free?: Y Owned by: Slideshare Inc Also see: YouTube www.slideshare.net

Type: Social bookmarking & tagging Key features: Store, share & discover bookmarks Users: > 5million Launched: ? Registration?: Y Free?: Y Owned by: Yahoo Also see: Digg, reddit, Furl www.delicious.com

Type: Tagging & sharing site Key features: Network of user generated lenses – collates info from other sites eg Flickr, Google maps Users: unknown Launched: 2005 Registration?: Y Free?: Y – ‘lensmasters’ get some revenue Owned by: Squidoo www.squidoo.com

Type: Micro-blogging Key features: Post ‘tweets’ on anything/everything Users: >3.5million Launched: 2006 Registration?: Y Free?: Y Owned by: Twitter Inc Also see: Jaiku Pownce, www.twitter.com

Type: Content/bookmark sharing Key features: Submit content for sharing Users: 236 million visits/year Launched: 2004 Registration?: Y Free?: Y Owned by: Digg Inc Also see: Delicious and others www.digg.com

Type: Wiki creator Key features: Create basic wikis – quick & easy Users: 0.5million wikis made Launched: ? Registration?: Y Free?: Y – for basic service Owned by: Private Also see: Many other wiki creators www.pbwiki.com

Type: Online virtual 3D world Users: >15million registered – longest time spend per user Launched: 2006 Registration?: Y Free?: Y Owned by: Linden Research Inc www.secondlife.com

Blogging – Blog Hosters www.blogger.com www.wordpress.org www.typepad.com

Podcasts – iTunes and beyond.. www.itunes.com

Remember – Web 2.0 is all about interaction and connectedness .

So you can…

Twitter from your blog

Blog from MySpace

Podcast from a blog

Tag a blog post in Delicious

Write blog posts in Facebook

Embed a video from YouTube into your blog

Twitter from Facebook

Mash-ups

… and much, much more!

The Social Web Browser Flock.com

Sharing & bookmarking… … here from a blog

www.typepad.com/features/blogit.html

Start using Web 2.0 today…

Start Small, Think BIG

Familiarise yourself with Web 2.0 by using it – sign-up and try it

Remember it’s not who you are, it’s what you say

Start conversations – don’t try to control them

Steps to Survive & Thrive in a Web 2.0 World

Use Web 2.0 to make friends….

Then, turn friends into customers….

And then do the most important job….

Turn your customers into salespeople

10 Tips for Social Networking In Business

Today’s customer wants to express him/herself but without you dictating how. Tip #1

Use social media & social networking as a way to listen to customers/clients. Tip #2

Treat relationships with customers/clients as long-term conversations. Tip #3

Bring consumers/clients into your inner circle. Tip #4

Find incentives to encourage participation. Tip #5

Learn to view your customers or clients in a different light. Tip #6

When things go wrong, don’t try to cover up. Tip #7

Participate intelligently in the online social community. Tip #8

What do your customers or brand enthusiasts care most about? Tip #9

Leverage your people as online community leaders. Tip #10

The Future: Web 3.0

The Semantic Web

Self-organising – doing Web 2.0 stuff without our input

Possibly 3D

Seamless between apps and devices

Even more interactivity

Relies on more speed/bandwidth

Here is a title that is in a box For more information …. visit my blog: www.robmarchant.typepad.com my website: www.cinnamontraining.com or email: [email_address]