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

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

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  • 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