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


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Presentation about using Web 2.0 in business, from a briefing/networking event held in Dec 2008

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

  1. 1. 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
  2. 2. Web 2.0 Making sense of the social web & its use in business Breakfast Briefing Presented by Dr Rob Marchant
  3. 4. Pringles Prints ‘ Connect & Develop’ – P & G’s New Model for Innovation
  4. 5. © 2008, Procter & Gamble
  5. 6. Your businesses can use Web 2.0 to develop your own networks
  6. 7. Create an “ecosystem” around your business … .and give your fans the tools and power to speak up
  7. 8. What is Web 2.0? <ul><li>“ It’s the participatory web.” </li></ul><ul><li>“ Web 1.0 was Commerce….Web 2.0 is People.” </li></ul><ul><li>“ Web 2.0 seems to be like Pink Floyd lyrics – it can mean different things to different people… depending on your state of mind.” </li></ul>
  8. 9. Typical Web 2.0 Sites <ul><li>Sites you have a personal connection with </li></ul><ul><li>Sites you feel part of – not just a user of </li></ul><ul><li>Sites that wouldn’t exist without you </li></ul>
  9. 10. Web 2.0 is all about…. <ul><li>Networking </li></ul><ul><li>Collaborating </li></ul><ul><li>Interacting </li></ul><ul><li>Knowledge flow </li></ul><ul><li>Having conversations </li></ul><ul><li>Harnessing collective intelligence </li></ul>Social networking Social media
  10. 11. Web 2.0 allows users to: <ul><li>Communicate & Comment </li></ul><ul><li>Interact </li></ul><ul><li>Share </li></ul><ul><li>Tag </li></ul><ul><li>Modify </li></ul><ul><li>Argue </li></ul><ul><li>Augment </li></ul><ul><li>Rank </li></ul>
  11. 12. Web 2.0 Services <ul><li>Social networks (Facebook, ecademy) </li></ul><ul><li>Web-based apps (Google Docs) </li></ul><ul><li>Wikis (Wikipedia) </li></ul><ul><li>Blogs & Podcasts (Blogger) </li></ul><ul><li>News promotion systems (Digg) </li></ul><ul><li>Content managers (delicious) </li></ul><ul><li>Sharing (squidoo, Slideshare, FriendFeed) </li></ul><ul><li>Subscription systems (bloglines) </li></ul><ul><li>Searches based on tags (Flickr, YouTube) </li></ul>
  12. 13. <ul><li>“ Web 2.0” Era </li></ul><ul><li>Pull business models </li></ul><ul><li>Open source software </li></ul><ul><li>Customer self-service </li></ul><ul><li>The ‘Long Tail’ </li></ul><ul><li>Social media </li></ul><ul><li>Customer community relationships </li></ul><ul><li>Decentralised product development </li></ul>shift of control Institutions & big business Communities of individuals <ul><li>“ Web 1.0” Era </li></ul><ul><li>Push business models </li></ul><ul><li>Commercial software </li></ul><ul><li>Customer service </li></ul><ul><li>Bestseller products </li></ul><ul><li>Traditional media </li></ul><ul><li>1 – on - 1 customer relationships </li></ul><ul><li>Centralised product development </li></ul>Central production Peer production Output Web 2.0 for Enterprise
  13. 14. Web 2.0 Search Data Worldwide data UK data Source: Google Trends, October 2008
  14. 15. Benefits of Web 2.0 <ul><li>New networks </li></ul><ul><li>Pools of knowledge and information </li></ul><ul><li>Reduced costs </li></ul><ul><li>Loyalty </li></ul><ul><li>Marketing and PR </li></ul><ul><li>Search Engine Optimisation </li></ul>
  15. 16. Web 2.0 Design Spotters Guide
  16. 17. Bright cheerful colours… Rounded corners…
  17. 18. Curvy, playful typefaces…. Free services….
  18. 19. Big text, snappy informal copy… Lots of white space, few stock photos…
  19. 20. The Stars of Web 2.0
  20. 21. 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
  21. 22. 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
  22. 23. 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
  23. 24. 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
  24. 25. 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
  25. 26. 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
  26. 27. 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
  27. 28. 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
  28. 29. 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
  29. 30. 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
  30. 31. 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
  31. 32. 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
  32. 33. 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
  33. 34. 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
  34. 35. Blogging – Blog Hosters www.blogger.com www.wordpress.org www.typepad.com
  35. 36. Podcasts – iTunes and beyond.. www.itunes.com
  36. 37. Remember – Web 2.0 is all about interaction and connectedness . <ul><li>So you can… </li></ul><ul><li>Twitter from your blog </li></ul><ul><li>Blog from MySpace </li></ul><ul><li>Podcast from a blog </li></ul><ul><li>Tag a blog post in Delicious </li></ul><ul><li>Write blog posts in Facebook </li></ul><ul><li>Embed a video from YouTube into your blog </li></ul><ul><li>Twitter from Facebook </li></ul><ul><li>Mash-ups </li></ul><ul><li>… and much, much more! </li></ul>The Social Web Browser Flock.com
  37. 38. Sharing & bookmarking… … here from a blog
  38. 39. www.typepad.com/features/blogit.html
  39. 40. Start using Web 2.0 today… <ul><li>Start Small, Think BIG </li></ul><ul><li>Familiarise yourself with Web 2.0 by using it – sign-up and try it </li></ul><ul><li>Remember it’s not who you are, it’s what you say </li></ul><ul><li>Start conversations – don’t try to control them </li></ul>
  40. 41. Steps to Survive & Thrive in a Web 2.0 World <ul><li>Use Web 2.0 to make friends…. </li></ul><ul><li>Then, turn friends into customers…. </li></ul><ul><li>And then do the most important job…. </li></ul><ul><li>Turn your customers into salespeople </li></ul>
  41. 42. 10 Tips for Social Networking In Business
  42. 43. Today’s customer wants to express him/herself but without you dictating how. Tip #1
  43. 44. Use social media & social networking as a way to listen to customers/clients. Tip #2
  44. 45. Treat relationships with customers/clients as long-term conversations. Tip #3
  45. 46. Bring consumers/clients into your inner circle. Tip #4
  46. 47. Find incentives to encourage participation. Tip #5
  47. 48. Learn to view your customers or clients in a different light. Tip #6
  48. 49. When things go wrong, don’t try to cover up. Tip #7
  49. 50. Participate intelligently in the online social community. Tip #8
  50. 51. What do your customers or brand enthusiasts care most about? Tip #9
  51. 52. Leverage your people as online community leaders. Tip #10
  52. 53. The Future: Web 3.0 <ul><li>The Semantic Web </li></ul><ul><li>Self-organising – doing Web 2.0 stuff without our input </li></ul><ul><li>Possibly 3D </li></ul><ul><li>Seamless between apps and devices </li></ul><ul><li>Even more interactivity </li></ul><ul><li>Relies on more speed/bandwidth </li></ul>
  53. 54. © 2007, Time Inc. In Web 2.0 the Real Star is…
  54. 55. 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]