The
Business
of Web 2.0
The new B2C – Brand-to-Community –
strategy, tactics and learnings from the Age
of Conversation
Gavin Heaton // www.servantofchaos.com // servant@servantofchaos.com
Gavin Heaton
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About Me
Web: www.servantofchaos.com
Twitter: servantofchaos
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Web 2.0 // Social Media
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Hands up if you have
heard of …
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The Long Tail …
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Open Source …
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Conversation …
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This is Web 2.0
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Flickr
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MySpace
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YouTube
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Facebook
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Twitter
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Digg
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I’m guessing that
makes you one of
Australia’s 11 million
Internet subscribers
Facts courtesy of Katie Chatfield – http://www.getshouty.com
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67% of whom have
broadband
http://www.internetworldstats.com/stats.htm
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Joost
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RSS
This is as technical as I
want to get
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RSS Explained
So, click this to see Lee
explain RSS, simply
http://www.commoncraft.com/rss_plain_english
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Weblog
I use Typepad, but
there are plenty of
blogging platforms
available. Some are
even FREE!
http://www.typepad.com
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Advertising effectiveness is
increasingly under question
http://www.jaffejuice.com
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Brands and corporations are
under scrutiny
http://www.buzzmachine.com/?tag=dell
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Since “Dell Hell” negative
publicity less than halved.
How?
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Cluetrain
The Cluetrain
explained the shifting
power between
people and brands
http://www.cluetrain.com
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Podcasts
Now anyone can podcast to the world.
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Wikipedia
Or contribute to global knowledge
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As Ed Tarwinski says, this is
the “wonderful world of
mobile internet”
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Ning
We can all build a community
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Amazon
And be rewarded with
reputation, ratings and even
affiliate sales
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eBay
The self-organising community
aggregates its wealth while
building value of your network
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This is Web 2.0, too
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Forget the hype, this is business …
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Business-to-Business
In B2B the value of what you
have to offer has few customers
BUT they are willing to pay a
Value and Effectiveness
premium.
Custom
Solutions
Complexity Volume
Enterprise SME Consumer
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Business-to-Consumer
The value of what you have to
offer has many customers BUT
the margins are incremental .
Value and Effectiveness
Mass prod /
volume
Complexity Volume
Enterprise SME Consumer
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Enterprise 1.0 Sales
Enterprise 1.0 firms are designed
to service these two markets
but they leave a gap in
between.
Value and Effectiveness
Mass prod /
Custom
volume
Solutions
Complexity Volume
Enterprise SME Consumer
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Enter Web 2.0
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Convergence is Not About Technology
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The Convergence of Markets
Knowledge Workers are no
longer happy to leave their rich
web experiences at home.
Value and Effectiveness
B2C
B2B
Complexity Volume
Enterprise SME Consumer
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The Convergence of Markets
The NEW B2C …
Brand-to-Community extends
from the consumer space
through the enterprise
Value and Effectiveness
B2C
B2B Br2Comm
Complexity Volume
Enterprise SME Consumer
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It’s a convergence of thinking …
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… and doing
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It represents a fundamental shift
in the nature of value
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It’s no longer about what you make
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… but what you know
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Tim O’Reilly’s Web 2.0
Blogs
UGC
Sharing
Web2.0
Wikis Social Networks
Openness
http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
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The Machine is Us/ing Us
Understand Web 2.0 in four
minutes thanks to Prof Wesch
http://www.youtube.com/watch?v=6gmP4nk0EOE
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Web as a Platform
Let me tell you a story …
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It Enables
It started with a question …
http://www.drewsmarketingminute.com
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Harnessing Collective Intelligence
What did we know?
http://www.ageofconversation.com
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And the Person of the Year
Crowdsourcing …
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Data is the Next Intel Inside
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Continuous Beta
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Open Collaboration
103 authors across the globe
http://technomarketer.typepad.com
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Lightweight Programming
Usable technology does the
hard work
http://pipes.yahoo.com
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Software Everywhere
From idea to print in 3 months
http://lulu.com/ageofconversation
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Software Everywhere
Hard, soft and eBooks
http://collaborativeideation.com/
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Rich Experiences
Technology enabled the
project and the project
spawned the connections
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http://mindblob.typepad.com
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And We Raised Money
Raised $10,000 for
Variety in the first
60 days
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Influencers and Connectors
It’s about reputation,
authority and
participation
http://servantofchaos.typepad.com/soc/2007/10/the-strength-of.html
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Influencers and Connectors
Which gives your
opinion context, weight
and credibility
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Influence Ripples
And ripples across
the internet
http://darmano.typepad.com
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Measurement
But can you measure it?
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Measurement
Analytics + Page Rank +
Feeds + Time with Brand
+ Volume of Comments
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Getting Started
It’s a conversation that
you start by LISTENING
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Let’s Try …
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Licensing/Attributions
Flickr Images: Ideas:
http://www.flickr.com/photos/chicadecasa/ Tim O’Reilly: http://www.oreilly.com
http://www.flickr.com/photos/enviale/ David Armano: http://darmano.typepad.com
http://www.flickr.com/photos/ryanmft/ Drew McLellan: http://www.drewsmarketingminute.com
http://www.flickr.com/photos/redvers/ Sean Howard: http://www.craphammer.ca
http://www.flickr.com/photos/articnomad/ Geoffrey Moore: http://geoffmoore.blogs.com
http://www.flickr.com/photos/modadimagno/ Joseph Jaffe: http://www.jaffejuice.com
http://www.flickr.com/photos/st3f4n/ Katie Chatfield: http://www.getshouty.com
http://www.flickr.com/photos/jluna/
http://www.flickr.com/photos/calanan/ See my blogroll @ servantofchaos.com
http://www.flickr.com/photos/austinellison/
http://www.flickr.com/photos/spittal/ Get this presentation:
http://www.flickr.com/photos/jepoirrier/ www.slideshare.net/servantofchaos
http://www.flickr.com/photos/edtarwinski/
http://www.flickr.com/photos/thomashawk/
http://www.flickr.com/photos/jonnybaker/
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