The Business
               Of Web
      Opportunities and Lessons                                     2.0

              ...
nda
                                          Age
What …?



                                                Why …?




  ...
About Me
                                       Write @ Servant of Chaos blog
                                    Write (s...
What …?




Gavin Heaton
                                   4
www.servantofchaos.com
Hands up if you have
heard of …




 Gavin Heaton
                          5
 www.servantofchaos.com
The Long Tail …




 Gavin Heaton
                          6
 www.servantofchaos.com
Open Source …




Gavin Heaton
                                         7
www.servantofchaos.com
Conversation …




       Gavin Heaton
                                8
       www.servantofchaos.com
This is Web 2.0




Gavin Heaton
                                           9
www.servantofchaos.com
Flickr




Gavin Heaton
                                  10
www.servantofchaos.com
MySpace




Gavin Heaton
                                   11
www.servantofchaos.com
YouTube




Gavin Heaton
                                   12
www.servantofchaos.com
Facebook




Gavin Heaton
                                    13
www.servantofchaos.com
Twitter




Gavin Heaton
                                   14
www.servantofchaos.com
Digg




Gavin Heaton
                                15
www.servantofchaos.com
I’m guessing that
makes you one of
Australia’s 11 million
Internet subscribers




                                Facts c...
67% of whom have
broadband




                              http://www.internetworldstats.com/stats.htm




     Gavin He...
Joost




Gavin Heaton
                                 18
www.servantofchaos.com
RSS




This is as technical as I
want to get




     Gavin Heaton
                                    19
     www.servan...
RSS Explained




                                              So, click this to see Lee
                                ...
Weblog




I use Typepad, but
there are plenty of
blogging platforms
available. Some are
even FREE!




                  ...
Why …?




Gavin Heaton
                                  22
www.servantofchaos.com
People Online?




                                          http://www.businessweek.com



Gavin Heaton
                 ...
Advertising effectiveness is
increasingly under question,
with new focus on
“engagement” over “reach”



                 ...
Brands and corporations are
under scrutiny




                                   http://www.buzzmachine.com/?tag=dell



...
Since “Dell Hell” negative
                         publicity less than halved.
                         Why?




Gavin He...
The old distinctions are
                         becoming extinct




Gavin Heaton
                                      ...
Cluetrain




The Cluetrain
explained the shifting
power between
people and brands




                                   ...
Podcasts




Now anyone can podcast to the world.




    Gavin Heaton
                                              29
  ...
Wikipedia




                                     Or contribute to global knowledge




Gavin Heaton
                    ...
As Ed Tarwinski says, this is
the “wonderful world of
mobile internet”




         Gavin Heaton
                         ...
Ning


                                We can all build a community




Gavin Heaton
                                     ...
Amazon




                                  And be rewarded with
                                  reputation, ratings an...
eBay




                                The self-organising community
                                aggregates its weal...
This is Web 2.0, too




Gavin Heaton
                                                35
www.servantofchaos.com
Where?




Gavin Heaton
                                  36
www.servantofchaos.com
Forget the hype, this is business …




Gavin Heaton
                                                               37
www...
Business-to-Business




                                                              In B2B the value of what you
      ...
Business-to-Consumer




                            The value of what you have to
                            offer has m...
Enterprise 1.0 Sales


                                                 Enterprise 1.0 firms are designed
                ...
Enter Web 2.0




Gavin Heaton
                                         41
www.servantofchaos.com
Convergence is Not About Technology




Gavin Heaton
                                         42
www.servantofchaos.com
The Convergence of Markets


                                                Knowledge Workers are no
                    ...
The Convergence of Markets


                                                         The NEW B2C …
                      ...
Play
                         Micro
                         Performance
                         Content
                ...
Web 2.0 opens markets and
changes the way that we interact.




         Gavin Heaton
                                    ...
… and doing




Gavin Heaton
                                       47
www.servantofchaos.com
It represents a fundamental shift
                         in the nature of value




Gavin Heaton
                       ...
It’s no longer about what you make




     Gavin Heaton
                                     49
     www.servantofchaos.com
… but what you know
                         and who you connect to



Gavin Heaton
                                      ...
Peter Steiner’s famous
                         cartoon captured a
                         realization and a spirit
     ...
The “level playing field”
                         had finally arrived.




Gavin Heaton
                                 ...
Tim O’Reilly’s Web 2.0




                                      Blogs
                          Sharing                  ...
The Machine is Us/ing Us




                                                   Understand Web 2.0 in four
               ...
Web as a Platform




                                             Let me tell you a story …




Gavin Heaton
            ...
It Enables

It started with a question …




                                               http://www.drewsmarketingminut...
Harnessing Collective Intelligence




 What did we know?


                              http://www.ageofconversation.com...
And the Person of the Year




                                           Crowdsourcing …




Gavin Heaton
               ...
Continuous Beta




Gavin Heaton
                                           59
www.servantofchaos.com
Data is the Next Intel Inside




Gavin Heaton
                                                  60
www.servantofchaos.com
Lightweight Programming




                                     Usable technology does the
                              ...
Open Collaboration




103 authors across the globe

                                                      http://technoma...
Software Everywhere




From idea to print in 3 months




                                               http://lulu.com/...
Software Everywhere




                                                    Hard, soft and eBooks




                    ...
Rich Experiences




                                            Technology enabled the
                                  ...
http://mindblob.typepad.com



Gavin Heaton
                                             66
www.servantofchaos.com
And We Raised Money




                                               Raised $10,000 for
                                ...
Prescribed Textbook




                                               A number of US
                                    ...
AdAge Feature




                                         The book was
                                         featured ...
Shaping up for 2008




                                               An even stronger
                                  ...
Lessons We Learned and
                           Things to Remember




Gavin Heaton
                                    ...
Everything is
                         amplified




Gavin Heaton
                                         72
www.servanto...
Your business
                         ecosystem is the
                         consequence of
                         r...
It is subject to
                         unplanned futures
                         … or the ebb and
                    ...
There are no
                         boundaries




Gavin Heaton
                                        75
www.servantof...
Everything is linked
                         to everything (and
                         everyone) else




Gavin Heaton
...
Have a large funnel
                         and focus on a goal.




Gavin Heaton
                                       ...
How Did It Work?




Gavin Heaton
                                            78
www.servantofchaos.com
Influencers and Connectors




                                                                        It’s about reputati...
Influencers and Connectors




Which gives your
opinion context, weight
and credibility




           Gavin Heaton
      ...
Influence Ripples




                                                      And ripples across
                           ...
Measurement




But can you measure it?




    Gavin Heaton
                                           82
    www.servant...
Measurement

Analytics + Page Rank +
Feeds + Time with Brand
+ Volume of Comments




  Gavin Heaton
                     ...
Getting Started




                                           It’s a conversation that
                                  ...
Let’s Try …




Gavin Heaton
                                       85
www.servantofchaos.com
Licensing/Attributions



Flickr Images:                                 Ideas:
http://www.flickr.com/photos/chicadecasa/ ...
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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.

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The Business Of Web 2.0 V3

  1. 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. 2. nda Age What …? Why …? Where …? Gavin Heaton 2 www.servantofchaos.com
  3. 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. 4. What …? Gavin Heaton 4 www.servantofchaos.com
  5. 5. Hands up if you have heard of … Gavin Heaton 5 www.servantofchaos.com
  6. 6. The Long Tail … Gavin Heaton 6 www.servantofchaos.com
  7. 7. Open Source … Gavin Heaton 7 www.servantofchaos.com
  8. 8. Conversation … Gavin Heaton 8 www.servantofchaos.com
  9. 9. This is Web 2.0 Gavin Heaton 9 www.servantofchaos.com
  10. 10. Flickr Gavin Heaton 10 www.servantofchaos.com
  11. 11. MySpace Gavin Heaton 11 www.servantofchaos.com
  12. 12. YouTube Gavin Heaton 12 www.servantofchaos.com
  13. 13. Facebook Gavin Heaton 13 www.servantofchaos.com
  14. 14. Twitter Gavin Heaton 14 www.servantofchaos.com
  15. 15. Digg Gavin Heaton 15 www.servantofchaos.com
  16. 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. 17. 67% of whom have broadband http://www.internetworldstats.com/stats.htm Gavin Heaton 17 www.servantofchaos.com
  18. 18. Joost Gavin Heaton 18 www.servantofchaos.com
  19. 19. RSS This is as technical as I want to get Gavin Heaton 19 www.servantofchaos.com
  20. 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. 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. 22. Why …? Gavin Heaton 22 www.servantofchaos.com
  23. 23. People Online? http://www.businessweek.com Gavin Heaton 23 www.servantofchaos.com
  24. 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. 25. Brands and corporations are under scrutiny http://www.buzzmachine.com/?tag=dell Gavin Heaton 25 www.servantofchaos.com
  26. 26. Since “Dell Hell” negative publicity less than halved. Why? Gavin Heaton 26 www.servantofchaos.com
  27. 27. The old distinctions are becoming extinct Gavin Heaton 27 www.servantofchaos.com
  28. 28. Cluetrain The Cluetrain explained the shifting power between people and brands http://www.cluetrain.com Gavin Heaton 28 www.servantofchaos.com
  29. 29. Podcasts Now anyone can podcast to the world. Gavin Heaton 29 www.servantofchaos.com
  30. 30. Wikipedia Or contribute to global knowledge Gavin Heaton 30 www.servantofchaos.com
  31. 31. As Ed Tarwinski says, this is the “wonderful world of mobile internet” Gavin Heaton 31 www.servantofchaos.com
  32. 32. Ning We can all build a community Gavin Heaton 32 www.servantofchaos.com
  33. 33. Amazon And be rewarded with reputation, ratings and even affiliate sales Gavin Heaton 33 www.servantofchaos.com
  34. 34. eBay The self-organising community aggregates its wealth while building value of your network Gavin Heaton 34 www.servantofchaos.com
  35. 35. This is Web 2.0, too Gavin Heaton 35 www.servantofchaos.com
  36. 36. Where? Gavin Heaton 36 www.servantofchaos.com
  37. 37. Forget the hype, this is business … Gavin Heaton 37 www.servantofchaos.com
  38. 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. 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. 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. 41. Enter Web 2.0 Gavin Heaton 41 www.servantofchaos.com
  42. 42. Convergence is Not About Technology Gavin Heaton 42 www.servantofchaos.com
  43. 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. 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. 45. Play Micro Performance Content You http://www.servantofchaos.com/the-future-of-your-brand.html Gavin Heaton 45 www.servantofchaos.com
  46. 46. Web 2.0 opens markets and changes the way that we interact. Gavin Heaton 46 www.servantofchaos.com
  47. 47. … and doing Gavin Heaton 47 www.servantofchaos.com
  48. 48. It represents a fundamental shift in the nature of value Gavin Heaton 48 www.servantofchaos.com
  49. 49. It’s no longer about what you make Gavin Heaton 49 www.servantofchaos.com
  50. 50. … but what you know and who you connect to Gavin Heaton 50 www.servantofchaos.com
  51. 51. Peter Steiner’s famous cartoon captured a realization and a spirit of the time. Gavin Heaton 51 www.servantofchaos.com
  52. 52. The “level playing field” had finally arrived. Gavin Heaton 52 www.servantofchaos.com
  53. 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. 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. 55. Web as a Platform Let me tell you a story … Gavin Heaton 55 www.servantofchaos.com
  56. 56. It Enables It started with a question … http://www.drewsmarketingminute.com Gavin Heaton 56 www.servantofchaos.com
  57. 57. Harnessing Collective Intelligence What did we know? http://www.ageofconversation.com Gavin Heaton 57 www.servantofchaos.com
  58. 58. And the Person of the Year Crowdsourcing … Gavin Heaton 58 www.servantofchaos.com
  59. 59. Continuous Beta Gavin Heaton 59 www.servantofchaos.com
  60. 60. Data is the Next Intel Inside Gavin Heaton 60 www.servantofchaos.com
  61. 61. Lightweight Programming Usable technology does the hard work http://pipes.yahoo.com Gavin Heaton 61 www.servantofchaos.com
  62. 62. Open Collaboration 103 authors across the globe http://technomarketer.typepad.com Gavin Heaton 62 www.servantofchaos.com
  63. 63. Software Everywhere From idea to print in 3 months http://lulu.com/ageofconversation Gavin Heaton 63 www.servantofchaos.com
  64. 64. Software Everywhere Hard, soft and eBooks http://collaborativeideation.com/ Gavin Heaton 64 www.servantofchaos.com
  65. 65. Rich Experiences Technology enabled the project and the project spawned the connections Gavin Heaton 65 www.servantofchaos.com
  66. 66. http://mindblob.typepad.com Gavin Heaton 66 www.servantofchaos.com
  67. 67. And We Raised Money Raised $10,000 for Variety in the first 60 days Gavin Heaton 67 www.servantofchaos.com
  68. 68. Prescribed Textbook A number of US colleges prescribed the book as a text Gavin Heaton 68 www.servantofchaos.com
  69. 69. AdAge Feature The book was featured in the AdAge Bookstore Gavin Heaton 69 www.servantofchaos.com
  70. 70. Shaping up for 2008 An even stronger band of contributors this year Gavin Heaton 70 www.servantofchaos.com
  71. 71. Lessons We Learned and Things to Remember Gavin Heaton 71 www.servantofchaos.com
  72. 72. Everything is amplified Gavin Heaton 72 www.servantofchaos.com
  73. 73. Your business ecosystem is the consequence of relationships Gavin Heaton 73 www.servantofchaos.com
  74. 74. It is subject to unplanned futures … or the ebb and flow of trends and events Gavin Heaton 74 www.servantofchaos.com
  75. 75. There are no boundaries Gavin Heaton 75 www.servantofchaos.com
  76. 76. Everything is linked to everything (and everyone) else Gavin Heaton 76 www.servantofchaos.com
  77. 77. Have a large funnel and focus on a goal. Gavin Heaton 77 www.servantofchaos.com
  78. 78. How Did It Work? Gavin Heaton 78 www.servantofchaos.com
  79. 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. 80. Influencers and Connectors Which gives your opinion context, weight and credibility Gavin Heaton 80 www.servantofchaos.com
  81. 81. Influence Ripples And ripples across the internet http://darmano.typepad.com Gavin Heaton 81 www.servantofchaos.com
  82. 82. Measurement But can you measure it? Gavin Heaton 82 www.servantofchaos.com
  83. 83. Measurement Analytics + Page Rank + Feeds + Time with Brand + Volume of Comments Gavin Heaton 83 www.servantofchaos.com
  84. 84. Getting Started It’s a conversation that you start by LISTENING Gavin Heaton 84 www.servantofchaos.com
  85. 85. Let’s Try … Gavin Heaton 85 www.servantofchaos.com
  86. 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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