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The Business Of Web 2.0 V3

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Revised edition talking about the shift from B2C + B2B models to a Brand-to-Community model of marketing. Case study on the Age of Conversation.

Revised edition talking about the shift from B2C + B2B models to a Brand-to-Community model of marketing. Case study on the Age of Conversation.

Published in: Economy & Finance, Technology

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  • 1. The Business Of Web Opportunities and Lessons 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 1 www.servantofchaos.com
  • 2. nda Age What …? Why …? Where …? Gavin Heaton 2 www.servantofchaos.com
  • 3. About Me Write @ Servant of Chaos blog Write (sometimes) @ MarketingProfs Daily Fix Committee for Interesting South Co-Publisher of Age of Conversation Top 25 Marketing + Social Media Blog Ad Age Power150: <100 Junta 42 – Content Marketing Blogs Technorati: <15000 “My blogging life is more exciting than my real life” Web: www.servantofchaos.com // www.ageofconversation.com Twitter: servantofchaos Gavin Heaton 3 www.servantofchaos.com
  • 4. What …? Gavin Heaton 4 www.servantofchaos.com
  • 5. Hands up if you have heard of … Gavin Heaton 5 www.servantofchaos.com
  • 6. The Long Tail … Gavin Heaton 6 www.servantofchaos.com
  • 7. Open Source … Gavin Heaton 7 www.servantofchaos.com
  • 8. Conversation … Gavin Heaton 8 www.servantofchaos.com
  • 9. This is Web 2.0 Gavin Heaton 9 www.servantofchaos.com
  • 10. Flickr Gavin Heaton 10 www.servantofchaos.com
  • 11. MySpace Gavin Heaton 11 www.servantofchaos.com
  • 12. YouTube Gavin Heaton 12 www.servantofchaos.com
  • 13. Facebook Gavin Heaton 13 www.servantofchaos.com
  • 14. Twitter Gavin Heaton 14 www.servantofchaos.com
  • 15. Digg Gavin Heaton 15 www.servantofchaos.com
  • 16. I’m guessing that makes you one of Australia’s 11 million Internet subscribers Facts courtesy of Katie Chatfield – http://www.getshouty.com Gavin Heaton 16 www.servantofchaos.com
  • 17. 67% of whom have broadband http://www.internetworldstats.com/stats.htm Gavin Heaton 17 www.servantofchaos.com
  • 18. Joost Gavin Heaton 18 www.servantofchaos.com
  • 19. RSS This is as technical as I want to get Gavin Heaton 19 www.servantofchaos.com
  • 20. RSS Explained So, click this to see Lee explain RSS, simply http://www.commoncraft.com/rss_plain_english Gavin Heaton 20 www.servantofchaos.com
  • 21. Weblog I use Typepad, but there are plenty of blogging platforms available. Some are even FREE! http://www.typepad.com Gavin Heaton 21 www.servantofchaos.com
  • 22. Why …? Gavin Heaton 22 www.servantofchaos.com
  • 23. People Online? http://www.businessweek.com Gavin Heaton 23 www.servantofchaos.com
  • 24. Advertising effectiveness is increasingly under question, with new focus on “engagement” over “reach” http://www.jaffejuice.com Gavin Heaton 24 www.servantofchaos.com
  • 25. Brands and corporations are under scrutiny http://www.buzzmachine.com/?tag=dell Gavin Heaton 25 www.servantofchaos.com
  • 26. Since “Dell Hell” negative publicity less than halved. Why? Gavin Heaton 26 www.servantofchaos.com
  • 27. The old distinctions are becoming extinct Gavin Heaton 27 www.servantofchaos.com
  • 28. Cluetrain The Cluetrain explained the shifting power between people and brands http://www.cluetrain.com Gavin Heaton 28 www.servantofchaos.com
  • 29. Podcasts Now anyone can podcast to the world. Gavin Heaton 29 www.servantofchaos.com
  • 30. Wikipedia Or contribute to global knowledge Gavin Heaton 30 www.servantofchaos.com
  • 31. As Ed Tarwinski says, this is the “wonderful world of mobile internet” Gavin Heaton 31 www.servantofchaos.com
  • 32. Ning We can all build a community Gavin Heaton 32 www.servantofchaos.com
  • 33. Amazon And be rewarded with reputation, ratings and even affiliate sales Gavin Heaton 33 www.servantofchaos.com
  • 34. eBay The self-organising community aggregates its wealth while building value of your network Gavin Heaton 34 www.servantofchaos.com
  • 35. This is Web 2.0, too Gavin Heaton 35 www.servantofchaos.com
  • 36. Where? Gavin Heaton 36 www.servantofchaos.com
  • 37. Forget the hype, this is business … Gavin Heaton 37 www.servantofchaos.com
  • 38. 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 Gavin Heaton 38 www.servantofchaos.com
  • 39. 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 Gavin Heaton 39 www.servantofchaos.com
  • 40. 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 Custom Mass prod / Solutions volume Complexity Volume Enterprise SME Consumer Gavin Heaton 40 www.servantofchaos.com
  • 41. Enter Web 2.0 Gavin Heaton 41 www.servantofchaos.com
  • 42. Convergence is Not About Technology Gavin Heaton 42 www.servantofchaos.com
  • 43. The Convergence of Markets Knowledge Workers are no longer happy to leave their rich web experiences at home. Value and Effectiveness B2B B2C Complexity Volume Enterprise SME Consumer Gavin Heaton 43 www.servantofchaos.com
  • 44. The Convergence of Markets The NEW B2C … Brand-to-Community extends from the consumer space through the enterprise Value and Effectiveness B2B Br2Comm B2C Complexity Volume Enterprise SME Consumer Gavin Heaton 44 www.servantofchaos.com
  • 45. Play Micro Performance Content You http://www.servantofchaos.com/the-future-of-your-brand.html Gavin Heaton 45 www.servantofchaos.com
  • 46. Web 2.0 opens markets and changes the way that we interact. Gavin Heaton 46 www.servantofchaos.com
  • 47. … and doing Gavin Heaton 47 www.servantofchaos.com
  • 48. It represents a fundamental shift in the nature of value Gavin Heaton 48 www.servantofchaos.com
  • 49. It’s no longer about what you make Gavin Heaton 49 www.servantofchaos.com
  • 50. … but what you know and who you connect to Gavin Heaton 50 www.servantofchaos.com
  • 51. Peter Steiner’s famous cartoon captured a realization and a spirit of the time. Gavin Heaton 51 www.servantofchaos.com
  • 52. The “level playing field” had finally arrived. Gavin Heaton 52 www.servantofchaos.com
  • 53. Tim O’Reilly’s Web 2.0 Blogs Sharing UGC Web2.0 Openness Wikis Social Networks http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html Gavin Heaton 53 www.servantofchaos.com
  • 54. The Machine is Us/ing Us Understand Web 2.0 in four minutes thanks to Prof Wesch http://www.youtube.com/watch?v=6gmP4nk0EOE Gavin Heaton 54 www.servantofchaos.com
  • 55. Web as a Platform Let me tell you a story … Gavin Heaton 55 www.servantofchaos.com
  • 56. It Enables It started with a question … http://www.drewsmarketingminute.com Gavin Heaton 56 www.servantofchaos.com
  • 57. Harnessing Collective Intelligence What did we know? http://www.ageofconversation.com Gavin Heaton 57 www.servantofchaos.com
  • 58. And the Person of the Year Crowdsourcing … Gavin Heaton 58 www.servantofchaos.com
  • 59. Continuous Beta Gavin Heaton 59 www.servantofchaos.com
  • 60. Data is the Next Intel Inside Gavin Heaton 60 www.servantofchaos.com
  • 61. Lightweight Programming Usable technology does the hard work http://pipes.yahoo.com Gavin Heaton 61 www.servantofchaos.com
  • 62. Open Collaboration 103 authors across the globe http://technomarketer.typepad.com Gavin Heaton 62 www.servantofchaos.com
  • 63. Software Everywhere From idea to print in 3 months http://lulu.com/ageofconversation Gavin Heaton 63 www.servantofchaos.com
  • 64. Software Everywhere Hard, soft and eBooks http://collaborativeideation.com/ Gavin Heaton 64 www.servantofchaos.com
  • 65. Rich Experiences Technology enabled the project and the project spawned the connections Gavin Heaton 65 www.servantofchaos.com
  • 66. http://mindblob.typepad.com Gavin Heaton 66 www.servantofchaos.com
  • 67. And We Raised Money Raised $10,000 for Variety in the first 60 days Gavin Heaton 67 www.servantofchaos.com
  • 68. Prescribed Textbook A number of US colleges prescribed the book as a text Gavin Heaton 68 www.servantofchaos.com
  • 69. AdAge Feature The book was featured in the AdAge Bookstore Gavin Heaton 69 www.servantofchaos.com
  • 70. Shaping up for 2008 An even stronger band of contributors this year Gavin Heaton 70 www.servantofchaos.com
  • 71. Lessons We Learned and Things to Remember Gavin Heaton 71 www.servantofchaos.com
  • 72. Everything is amplified Gavin Heaton 72 www.servantofchaos.com
  • 73. Your business ecosystem is the consequence of relationships Gavin Heaton 73 www.servantofchaos.com
  • 74. It is subject to unplanned futures … or the ebb and flow of trends and events Gavin Heaton 74 www.servantofchaos.com
  • 75. There are no boundaries Gavin Heaton 75 www.servantofchaos.com
  • 76. Everything is linked to everything (and everyone) else Gavin Heaton 76 www.servantofchaos.com
  • 77. Have a large funnel and focus on a goal. Gavin Heaton 77 www.servantofchaos.com
  • 78. How Did It Work? Gavin Heaton 78 www.servantofchaos.com
  • 79. Influencers and Connectors It’s about reputation, authority and participation http://servantofchaos.typepad.com/soc/2007/10/the-strength-of.html Gavin Heaton 79 www.servantofchaos.com
  • 80. Influencers and Connectors Which gives your opinion context, weight and credibility Gavin Heaton 80 www.servantofchaos.com
  • 81. Influence Ripples And ripples across the internet http://darmano.typepad.com Gavin Heaton 81 www.servantofchaos.com
  • 82. Measurement But can you measure it? Gavin Heaton 82 www.servantofchaos.com
  • 83. Measurement Analytics + Page Rank + Feeds + Time with Brand + Volume of Comments Gavin Heaton 83 www.servantofchaos.com
  • 84. Getting Started It’s a conversation that you start by LISTENING Gavin Heaton 84 www.servantofchaos.com
  • 85. Let’s Try … Gavin Heaton 85 www.servantofchaos.com
  • 86. 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/ http://www.flickr.com/photos/keso/108805307/ Gavin Heaton 86 www.servantofchaos.com

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