The Business Of Web 2.0 V6

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Latest update to the Business of Web 2.0 - the new B2C (brand to community) aspect of marketing

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The Business Of Web 2.0 V6

  1. The Business Of Web 2.0 Opportunities and Lessons 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. People of earth … © Gavin Heaton 2 www.servantofchaos.com
  3. A powerful global conversation has begun. © Gavin Heaton 3 www.servantofchaos.com
  4. Through the Internet, people are discovering … © Gavin Heaton 4 www.servantofchaos.com
  5. and inventing new ways to share relevant knowledge © Gavin Heaton 5 www.servantofchaos.com
  6. … with blinding speed. © Gavin Heaton 6 www.servantofchaos.com
  7. As a direct result, markets are getting smarter … © Gavin Heaton www.servantofchaos.com 7
  8. and getting smarter faster than most companies. © Gavin Heaton 8 www.servantofchaos.com
  9. 1. Markets are conversations. © Gavin Heaton 9 www.servantofchaos.com
  10. 2. Markets consist of human beings, not demographic sectors. © Gavin Heaton 10 www.servantofchaos.com
  11. 12. There are no secrets. © Gavin Heaton 11 www.servantofchaos.com
  12. 20. Companies need to realize their markets are often laughing. At them. © Gavin Heaton 12 www.servantofchaos.com
  13. 26. Public Relations does not relate to the public. © Gavin Heaton 13 www.servantofchaos.com
  14. 29. Elvis said it best: quot;We can't go on together with suspicious minds.quot; © Gavin Heaton 14 www.servantofchaos.com
  15. 36. Companies must ask themselves where their corporate cultures end. © Gavin Heaton www.servantofchaos.com 15
  16. 52. Paranoia kills conversation. © Gavin Heaton 16 www.servantofchaos.com
  17. 60. Markets want to talk to companies © Gavin Heaton 17 www.servantofchaos.com
  18. 67. As markets, as workers, we wonder why you're not listening … © Gavin Heaton 18 www.servantofchaos.com
  19. You seem to be speaking a different language. © Gavin Heaton 19 www.servantofchaos.com
  20. 68. The inflated self-important jargon you sling around … what's that got to do with us? © Gavin Heaton 20 www.servantofchaos.com
  21. 69. Maybe you're impressing your investors. Maybe you're impressing Wall Street … © Gavin Heaton www.servantofchaos.com 21
  22. You're not impressing us. © Gavin Heaton 22 www.servantofchaos.com
  23. 71. Your tired notions of quot;the marketquot; make our eyes glaze over. © Gavin Heaton www.servantofchaos.com 23
  24. 72. We like this new marketplace much better. In fact, we are creating it. © Gavin Heaton 24 www.servantofchaos.com
  25. 73. You're invited, but it's our world. Take your shoes off at © Gavin Heaton the door. www.servantofchaos.com 25
  26. 75. If you want us to talk to you, tell us something. Make it something interesting for a change. © Gavin Heaton www.servantofchaos.com 26
  27. 78. You want us to pay? © Gavin Heaton 27 www.servantofchaos.com
  28. … We want you to pay attention. © Gavin Heaton 28 www.servantofchaos.com
  29. 82. Your product broke. Why? © Gavin Heaton 29 www.servantofchaos.com
  30. 84. We know some people from your company. They're pretty cool online … © Gavin Heaton 30 www.servantofchaos.com
  31. Do you have any more like that you're hiding? Can they come out and play? © Gavin Heaton 31 www.servantofchaos.com
  32. 87. We'd like it if you got what's going on here. That'd be real nice. © Gavin Heaton 32 www.servantofchaos.com
  33. 89. We have real power and we know it. © Gavin Heaton 33 www.servantofchaos.com
  34. 95. We are waking up and linking to each other. We are watching. But we are not waiting. © Gavin Heaton www.servantofchaos.com 34
  35. Ten years on, the Cluetrain still sounds radical … © Gavin Heaton 35 www.servantofchaos.com
  36. About Gavin Heaton © Gavin Heaton 36 www.servantofchaos.com
  37. Hands up if you have heard of … © Gavin Heaton 37 www.servantofchaos.com
  38. The Long Tail … © Gavin Heaton 38 www.servantofchaos.com
  39. Open Source … © Gavin Heaton 39 www.servantofchaos.com
  40. Mash ups … © Gavin Heaton 40 www.servantofchaos.com
  41. This is Web 2.0 © Gavin Heaton 41 www.servantofchaos.com
  42. Sites and Spaces © Gavin Heaton 42 www.servantofchaos.com
  43. Tools // Platforms © Gavin Heaton 43 www.servantofchaos.com
  44. And Many More … © Gavin Heaton 44 www.servantofchaos.com
  45. http://theconversationprism.com/1650 © Gavin Heaton 45 www.servantofchaos.com
  46. People Online? http://www.businessweek.com/magazine/content/07_24/b4038405.htm © Gavin Heaton 46 www.servantofchaos.com
  47. Why is this important? © Gavin Heaton 47 www.servantofchaos.com
  48. Five Impacts of Social Media Experts coming under pressure from new voices who are early adopters of new technology © Gavin Heaton 48 www.servantofchaos.com
  49. Five Impacts of Social Media New organisations emerging to deal with the social, cultural and political changes © Gavin Heaton 49 www.servantofchaos.com
  50. Five Impacts of Social Media There is a struggle to revise the social and legal norms -- especially in relation to intellectual property © Gavin Heaton 50 www.servantofchaos.com
  51. Five Impacts of Social Media The concepts of identity and community are transformed http://darmano.typepad.com © Gavin Heaton 51 www.servantofchaos.com
  52. Five Impacts of Social Media New forms of language come into being © Gavin Heaton 52 www.servantofchaos.com
  53. Five Impacts of Social Media Educators are pressured to prepare their students for the newly emerging world © Gavin Heaton 53 www.servantofchaos.com
  54. © Gavin Heaton 54 www.servantofchaos.com
  55. Elizabeth Eisenstein on the invention of the printing press © Gavin Heaton 55 www.servantofchaos.com
  56. This goes beyond the question of whether your company or brand quot;should have a websitequot; or a quot;blogquot;, but whether it is important for you to be part of the web of signification that creates the worlds that we live in. http://tinyurl.com/soc5impacts © Gavin Heaton 56 www.servantofchaos.com
  57. Social networking sites now more popular than porn sites. Time, October 31, 2007 © Gavin Heaton 57 www.servantofchaos.com
  58. Increasingly networked but also individualised. © Gavin Heaton 58 www.servantofchaos.com
  59. Individualism Community Independence Relationships Commercialism Authenticity Disconnect between how we “express ourselves” and what we “value” © Gavin Heaton 59 www.servantofchaos.com
  60. ABC, the third commercial network in the USA began broadcasting in 1948 © Gavin Heaton 60 www.servantofchaos.com
  61. 3 Networks x 60 years x 365 days x 24 hours = 1.5 million hours programming © Gavin Heaton 61 www.servantofchaos.com
  62. More than 1.5 million hours were uploaded to YouTube in the last 6 months © Gavin Heaton 62 www.servantofchaos.com
  63. Over 9000 hours per day 200,000 3 minute videos For an audience <100 88% new/original © Gavin Heaton 63 www.servantofchaos.com
  64. “Dunbar Number” http://en.wikipedia.org/wiki/Dunbar's_number © Gavin Heaton 64 www.servantofchaos.com
  65. Only 18% of TV ad campaigns generate positive ROI -- Ad Age/Accenture © Gavin Heaton 65 www.servantofchaos.com
  66. The Auchterlonie Effect http://tinyurl.com/soceffect © Gavin Heaton www.servantofchaos.com
  67. Social Capital http://tinyurl.com/soceffect © Gavin Heaton www.servantofchaos.com
  68. Social Judgement http://tinyurl.com/soceffect © Gavin Heaton www.servantofchaos.com
  69. “75 percent of Fortune 1000 companies with websites will have undertaken some kind of online social networking initiative for marketing or customer relationship purposes in the next year.” – Gartner, October 2008 http://gartner.com © Gavin Heaton 69 www.servantofchaos.com
  70. But 50% of those campaigns will be classified as failures. -- Gartner, October 2008 http://icanhascheezburger.com © Gavin Heaton 70 www.servantofchaos.com
  71. http://www.oovoo.com © Gavin Heaton 71 www.servantofchaos.com
  72. User Generated User Generated User Generated Content Filtering Distribution User Generated Context http://tinyurl.com/socsimplesocialmedia © Gavin Heaton 72 www.servantofchaos.com
  73. Forget the hype, this is business … © Gavin Heaton 73 www.servantofchaos.com
  74. 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 74 www.servantofchaos.com
  75. 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 75 www.servantofchaos.com
  76. 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 76 www.servantofchaos.com
  77. Enter Web 2.0 © Gavin Heaton 77 www.servantofchaos.com
  78. Convergence is Not About Technology © Gavin Heaton 78 www.servantofchaos.com
  79. 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 79 www.servantofchaos.com
  80. 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 80 www.servantofchaos.com
  81. Web 2.0 opens markets and changes the way that we interact. © Gavin Heaton 81 www.servantofchaos.com
  82. It represents a fundamental shift in the nature of value © Gavin Heaton 82 www.servantofchaos.com
  83. It’s no longer about what you make © Gavin Heaton 83 www.servantofchaos.com
  84. … but what you know and who you connect to © Gavin Heaton 84 www.servantofchaos.com
  85. Peter Steiner’s famous cartoon captured a realization and a spirit of the time. © Gavin Heaton 85 www.servantofchaos.com
  86. The “level playing field” had finally arrived. © Gavin Heaton 86 www.servantofchaos.com
  87. Samples http://www.servantofchaos.com/20 08/07/where-the-hell.html More than 6.8 million student reviews of 1 million professors http://ratemyprofessors.com © Gavin Heaton 87 www.servantofchaos.com
  88. Over 11 million views @ 4:29 per view, 23 million Google references http://tinyurl.com/socwhereismatt © Gavin Heaton 88 www.servantofchaos.com
  89. Continuous Digital Strategy Objectives Measurement Audience Commitment Footprint Converse Content http://tinyurl.com/socdigitalstrategy © Gavin Heaton 89 www.servantofchaos.com
  90. 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 90 www.servantofchaos.com
  91. 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 91 www.servantofchaos.com
  92. Web as a Platform Let me tell you a story … © Gavin Heaton 92 www.servantofchaos.com
  93. It Enables It started with a question … http://www.drewsmarketingminute.com © Gavin Heaton 93 www.servantofchaos.com
  94. Harnessing Collective Intelligence What did we know? http://www.ageofconversation.com © Gavin Heaton 94 www.servantofchaos.com
  95. And the Person of the Year Crowdsourcing … © Gavin Heaton 95 www.servantofchaos.com
  96. Continuous Beta © Gavin Heaton 96 www.servantofchaos.com
  97. Data is the Next Intel Inside © Gavin Heaton 97 www.servantofchaos.com
  98. Lightweight Programming Usable technology does the hard work http://pipes.yahoo.com © Gavin Heaton 98 www.servantofchaos.com
  99. Open Collaboration 103 authors across the globe Http://technomarketer.typepad.com © Gavin Heaton 99 www.servantofchaos.com
  100. Software Everywhere From idea to print in 3 months http://lulu.com/ageofconversation © Gavin Heaton 100 www.servantofchaos.com
  101. Software Everywhere Hard, soft and eBooks http://collaborativeideation.com © Gavin Heaton 101 www.servantofchaos.com
  102. Rich Experiences Technology enabled the project and the project spawned the connections © Gavin Heaton 102 www.servantofchaos.com
  103. http://mindblob.typepad.com © Gavin Heaton 103 www.servantofchaos.com
  104. And We Raised Money Raised $10,000 for Variety in the first 60 days http://varietychildrenscharity.org © Gavin Heaton 104 www.servantofchaos.com
  105. Prescribed Textbook A number of US colleges prescribed the book as a text © Gavin Heaton 105 www.servantofchaos.com
  106. AdAge Feature The book was featured in the AdAge Bookstore © Gavin Heaton 106 www.servantofchaos.com
  107. And Again in 2008 An even stronger band of contributors this year © Gavin Heaton 107 www.servantofchaos.com
  108. Lessons We Learned and Things to Remember © Gavin Heaton 108 www.servantofchaos.com
  109. Everything is amplified © Gavin Heaton 109 www.servantofchaos.com
  110. Your business ecosystem is the consequence of relationships © Gavin Heaton 110 www.servantofchaos.com
  111. It is subject to unplanned futures … or the ebb and flow of trends and events © Gavin Heaton 111 www.servantofchaos.com
  112. There are no boundaries © Gavin Heaton 112 www.servantofchaos.com
  113. Everything is linked to everything (and everyone) else © Gavin Heaton 113 www.servantofchaos.com
  114. Have a large funnel and focus on a goal. © Gavin Heaton 114 www.servantofchaos.com
  115. How Did It Work? © Gavin Heaton 115 www.servantofchaos.com
  116. Influencers and Connectors It’s about reputation, authority and participation http://tinyurl.com/socweakties © Gavin Heaton 116 www.servantofchaos.com
  117. Influencers and Connectors Which gives your opinion context, weight and credibility © Gavin Heaton 117 www.servantofchaos.com
  118. Influence Ripples And ripples across the internet http://darmano.typepad.com © Gavin Heaton 118 www.servantofchaos.com
  119. Measurement But can you measure it? © Gavin Heaton 119 www.servantofchaos.com
  120. Measurement Analytics + Page Rank + Feeds + Time with Brand + Volume of Comments © Gavin Heaton 120 www.servantofchaos.com
  121. Return on Investment? Determine the R first. Social Media (and all marketing) should be aligned with your business strategy. Listen first. Understand audience behaviour. Get help. © Gavin Heaton 121 www.servantofchaos.com
  122. Getting Started It’s a conversation that you start by LISTENING © Gavin Heaton 122 www.servantofchaos.com
  123. 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/ © Gavin Heaton 123 www.servantofchaos.com
  124. Flickr Gadl: http://www.flickr.com/photos/gadl/274460455/ Obo Bobolina http://www.flickr.com/photos/obo-bobolina/1544393823/ Driph http://www.flickr.com/photos/driph/2534655305/ Eric Rice http://www.flickr.com/photos/ericrice/3862126/ Pingnews.com http://www.flickr.com/photos/pingnews/473141678/ Lincolnian http://www.flickr.com/photos/lincolnian/1829986285/ ProfessorMortis http://www.flickr.com/photos/professormortis/2279725463/ James Good http://www.flickr.com/photos/jamesgood/363013819/ © Gavin Heaton 124 www.servantofchaos.com

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