The
   Business         Of Web 2.0
         Opportunities and Lessons




                                    The new B2C ...
People of earth …
© Gavin Heaton           2
www.servantofchaos.com
A powerful global
 conversation has begun.
© Gavin Heaton             3
www.servantofchaos.com
Through the Internet,
 people are discovering …
© Gavin Heaton              4
www.servantofchaos.com
and inventing new ways to
 share relevant knowledge
© Gavin Heaton               5
www.servantofchaos.com
… with blinding speed.




© Gavin Heaton            6
www.servantofchaos.com
As a direct result, markets
 are getting smarter …
© Gavin Heaton
www.servantofchaos.com
                               7
and getting smarter faster
 than most companies.
© Gavin Heaton                8
www.servantofchaos.com
1. Markets are conversations.




© Gavin Heaton                   9
www.servantofchaos.com
2. Markets consist of human
 beings, not demographic
 sectors.




© Gavin Heaton                 10
www.servantofchaos.com
12. There are no secrets.
© Gavin Heaton               11
www.servantofchaos.com
20. Companies need to
                   realize their markets are often
                   laughing. At them.




© Gavin...
26. Public Relations does not
 relate to the public.




© Gavin Heaton                   13
www.servantofchaos.com
29. Elvis said it best: quot;We
 can't go on together with
 suspicious minds.quot;




© Gavin Heaton                 14
w...
36. Companies must ask
 themselves where their
 corporate cultures end.
© Gavin Heaton
www.servantofchaos.com
            ...
52. Paranoia kills
 conversation.




© Gavin Heaton           16
www.servantofchaos.com
60. Markets want to talk to
 companies

© Gavin Heaton                 17
www.servantofchaos.com
67. As markets, as workers,
 we wonder why you're not
 listening …




© Gavin Heaton                 18
www.servantofchao...
You seem to be speaking a
 different language.
© Gavin Heaton               19
www.servantofchaos.com
68. The inflated self-important
 jargon you sling around …
 what's that got to do with us?




© Gavin Heaton             ...
69. Maybe you're impressing
 your investors. Maybe you're
 impressing Wall Street …
© Gavin Heaton
www.servantofchaos.com
...
You're not impressing us.




© Gavin Heaton               22
www.servantofchaos.com
71. Your tired notions of quot;the
 marketquot; make our eyes glaze
 over.
© Gavin Heaton
www.servantofchaos.com
         ...
72. We like this new
 marketplace much better.
 In fact, we are creating it.




© Gavin Heaton                  24
www.se...
73. You're invited, but it's our
                     world. Take your shoes off at
© Gavin Heaton
                     th...
75. If you want us to talk to
 you, tell us something. Make
 it something interesting for a
 change.
© Gavin Heaton
www.se...
78. You want us to pay?




© Gavin Heaton             27
www.servantofchaos.com
… We want you to pay
 attention.




© Gavin Heaton           28
www.servantofchaos.com
82. Your product broke. Why?
© Gavin Heaton                  29
www.servantofchaos.com
84. We know some people
 from your company. They're
 pretty cool online …
© Gavin Heaton                30
www.servantofch...
Do you have any more like
 that you're hiding? Can they
 come out and play?
© Gavin Heaton                  31
www.servant...
87. We'd like it if you got
 what's going on here. That'd
 be real nice.
© Gavin Heaton                  32
www.servantofc...
89. We have real power and
 we know it.

© Gavin Heaton                33
www.servantofchaos.com
95. We are waking up and
 linking to each other. We are
 watching. But we are not
 waiting.
© Gavin Heaton
www.servantofch...
Ten years on, the
               Cluetrain still sounds
               radical …




© Gavin Heaton                       ...
About Gavin Heaton




© Gavin Heaton                                36
www.servantofchaos.com
Hands up if you have
               heard of …




© Gavin Heaton                        37
www.servantofchaos.com
The Long Tail …




© Gavin Heaton                   38
www.servantofchaos.com
Open Source …




© Gavin Heaton                           39
www.servantofchaos.com
Mash ups …




© Gavin Heaton           40
www.servantofchaos.com
This is Web 2.0




© Gavin Heaton                             41
www.servantofchaos.com
Sites and Spaces




© Gavin Heaton                              42
www.servantofchaos.com
Tools // Platforms




© Gavin Heaton                                43
www.servantofchaos.com
And Many More …




© Gavin Heaton                             44
www.servantofchaos.com
http://theconversationprism.com/1650


© Gavin Heaton                                       45
www.servantofchaos.com
People Online?




                                http://www.businessweek.com/magazine/content/07_24/b4038405.htm


© Gav...
Why is this important?




© Gavin Heaton             47
www.servantofchaos.com
Five Impacts of Social Media




      Experts coming under
    pressure from new voices
    who are early adopters of
   ...
Five Impacts of Social Media




   New organisations emerging
  to deal with the social, cultural
       and political ch...
Five Impacts of Social Media




   There is a struggle to revise
   the social and legal norms --
      especially in rel...
Five Impacts of Social Media




   The concepts of identity and
   community are transformed




                        ...
Five Impacts of Social Media




  New forms of language come
          into being




© Gavin Heaton                     ...
Five Impacts of Social Media




                          Educators are pressured to
                         prepare the...
© Gavin Heaton           54
www.servantofchaos.com
Elizabeth Eisenstein on the
                    invention of the printing press




© Gavin Heaton                        ...
This goes beyond the question of
                      whether your company or brand
                       quot;should ha...
Social networking sites
              now more popular than
              porn sites.
              Time, October 31, 2007...
Increasingly networked
      but also individualised.




© Gavin Heaton                   58
www.servantofchaos.com
Individualism   Community
                         Independence     Relationships
                    Commercialism       ...
ABC, the third commercial network
in the USA began broadcasting in
               1948




© Gavin Heaton                 ...
3 Networks x 60 years x 365 days
                      x 24 hours
                          =
             1.5 million hou...
More than 1.5 million hours were
                         uploaded to YouTube in the last 6
                              ...
Over 9000 hours per day
                         200,000 3 minute videos
                          For an audience <100
  ...
“Dunbar Number”




                         http://en.wikipedia.org/wiki/Dunbar's_number


© Gavin Heaton                ...
Only 18% of TV ad campaigns
             generate positive ROI
               -- Ad Age/Accenture




© Gavin Heaton      ...
The Auchterlonie Effect




                                       http://tinyurl.com/soceffect


© Gavin Heaton
www.serva...
Social Capital




                                          http://tinyurl.com/soceffect


© Gavin Heaton
www.servantofch...
Social Judgement




                                            http://tinyurl.com/soceffect


© Gavin Heaton
www.servant...
“75 percent of Fortune 1000
                  companies with websites will have
                undertaken some kind of on...
But 50% of those campaigns will be
             classified as failures.
            -- Gartner, October 2008




         ...
http://www.oovoo.com


© Gavin Heaton                       71
www.servantofchaos.com
User Generated   User Generated   User Generated
               Content          Filtering      Distribution
             ...
Forget the hype, this is business …




© Gavin Heaton                                             73
www.servantofchaos.c...
Business-to-Business




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




                                            The value of what you have to
                       ...
Enterprise 1.0 Sales


                                                                     Enterprise 1.0 firms are
     ...
Enter Web 2.0




© Gavin Heaton                           77
www.servantofchaos.com
Convergence is Not About Technology




© Gavin Heaton                                                 78
www.servantofcha...
The Convergence of Markets


                                                                Knowledge Workers are no
    ...
The Convergence of Markets


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




© Gavin Heaton                          81
www.servant...
It represents a fundamental shift
                         in the nature of value




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




© Gavin Heaton                                 83
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                                ...
Samples




                           http://www.servantofchaos.com/20
                           08/07/where-the-hell.ht...
Continuous Digital Strategy

                                                  Objectives




                            ...
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.drewsmarketi...
Harnessing Collective Intelligence




                   What did we know?




                                          ...
And the Person of the Year




                                                 Crowdsourcing …




© Gavin Heaton        ...
Continuous Beta




© Gavin Heaton                             96
www.servantofchaos.com
Data is the Next Intel Inside




© Gavin Heaton                                           97
www.servantofchaos.com
Lightweight Programming




                                            Usable technology does the
                       ...
Open Collaboration




     103 authors across the globe




                                                         Http...
Software Everywhere




      From idea to print in 3 months




                                                         ...
Software Everywhere




                                               Hard, soft and
                                    ...
Rich Experiences




      Technology enabled the
      project and the project
      spawned the connections




© Gavin ...
http://mindblob.typepad.com


© Gavin Heaton                            103
www.servantofchaos.com
And We Raised Money




                                               Raised $10,000 for
                                ...
Prescribed Textbook




                                               A number of US
                                    ...
AdAge Feature




                                         The book was
                                         featured ...
And Again in 2008




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




© Gavin Heaton                                   ...
Everything is
                         amplified




© Gavin Heaton                           109
www.servantofchaos.com
Your business
                         ecosystem is the
                         consequence of
                         r...
It is subject to
                         unplanned futures
                         … or the ebb and
                    ...
There are no
                         boundaries




© Gavin Heaton                          112
www.servantofchaos.com
Everything is linked
                         to everything (and
                         everyone) else




© Gavin Heato...
Have a large funnel
                         and focus on a goal.




© Gavin Heaton                                  114
...
How Did It Work?




© Gavin Heaton                              115
www.servantofchaos.com
Influencers and Connectors




                                                      It’s about reputation,
              ...
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                                     119
www.servanto...
Measurement


              Analytics + Page Rank +
              Feeds + Time with Brand
              + Volume of Commen...
Return on Investment?


                         Determine the R first.
                    Social Media (and all marketin...
Getting Started




                                           It’s a conversation that
                                  ...
Licensing/Attributions
      Flickr Images:                                Ideas:
      http://www.flickr.com/photos/chica...
Flickr

                  Gadl:
                  http://www.flickr.com/photos/gadl/274460455/


                         ...
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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Transcript of "The Business Of Web 2.0 V6"

  1. 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. 2. People of earth … © Gavin Heaton 2 www.servantofchaos.com
  3. 3. A powerful global conversation has begun. © Gavin Heaton 3 www.servantofchaos.com
  4. 4. Through the Internet, people are discovering … © Gavin Heaton 4 www.servantofchaos.com
  5. 5. and inventing new ways to share relevant knowledge © Gavin Heaton 5 www.servantofchaos.com
  6. 6. … with blinding speed. © Gavin Heaton 6 www.servantofchaos.com
  7. 7. As a direct result, markets are getting smarter … © Gavin Heaton www.servantofchaos.com 7
  8. 8. and getting smarter faster than most companies. © Gavin Heaton 8 www.servantofchaos.com
  9. 9. 1. Markets are conversations. © Gavin Heaton 9 www.servantofchaos.com
  10. 10. 2. Markets consist of human beings, not demographic sectors. © Gavin Heaton 10 www.servantofchaos.com
  11. 11. 12. There are no secrets. © Gavin Heaton 11 www.servantofchaos.com
  12. 12. 20. Companies need to realize their markets are often laughing. At them. © Gavin Heaton 12 www.servantofchaos.com
  13. 13. 26. Public Relations does not relate to the public. © Gavin Heaton 13 www.servantofchaos.com
  14. 14. 29. Elvis said it best: quot;We can't go on together with suspicious minds.quot; © Gavin Heaton 14 www.servantofchaos.com
  15. 15. 36. Companies must ask themselves where their corporate cultures end. © Gavin Heaton www.servantofchaos.com 15
  16. 16. 52. Paranoia kills conversation. © Gavin Heaton 16 www.servantofchaos.com
  17. 17. 60. Markets want to talk to companies © Gavin Heaton 17 www.servantofchaos.com
  18. 18. 67. As markets, as workers, we wonder why you're not listening … © Gavin Heaton 18 www.servantofchaos.com
  19. 19. You seem to be speaking a different language. © Gavin Heaton 19 www.servantofchaos.com
  20. 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. 21. 69. Maybe you're impressing your investors. Maybe you're impressing Wall Street … © Gavin Heaton www.servantofchaos.com 21
  22. 22. You're not impressing us. © Gavin Heaton 22 www.servantofchaos.com
  23. 23. 71. Your tired notions of quot;the marketquot; make our eyes glaze over. © Gavin Heaton www.servantofchaos.com 23
  24. 24. 72. We like this new marketplace much better. In fact, we are creating it. © Gavin Heaton 24 www.servantofchaos.com
  25. 25. 73. You're invited, but it's our world. Take your shoes off at © Gavin Heaton the door. www.servantofchaos.com 25
  26. 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. 27. 78. You want us to pay? © Gavin Heaton 27 www.servantofchaos.com
  28. 28. … We want you to pay attention. © Gavin Heaton 28 www.servantofchaos.com
  29. 29. 82. Your product broke. Why? © Gavin Heaton 29 www.servantofchaos.com
  30. 30. 84. We know some people from your company. They're pretty cool online … © Gavin Heaton 30 www.servantofchaos.com
  31. 31. Do you have any more like that you're hiding? Can they come out and play? © Gavin Heaton 31 www.servantofchaos.com
  32. 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. 33. 89. We have real power and we know it. © Gavin Heaton 33 www.servantofchaos.com
  34. 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. 35. Ten years on, the Cluetrain still sounds radical … © Gavin Heaton 35 www.servantofchaos.com
  36. 36. About Gavin Heaton © Gavin Heaton 36 www.servantofchaos.com
  37. 37. Hands up if you have heard of … © Gavin Heaton 37 www.servantofchaos.com
  38. 38. The Long Tail … © Gavin Heaton 38 www.servantofchaos.com
  39. 39. Open Source … © Gavin Heaton 39 www.servantofchaos.com
  40. 40. Mash ups … © Gavin Heaton 40 www.servantofchaos.com
  41. 41. This is Web 2.0 © Gavin Heaton 41 www.servantofchaos.com
  42. 42. Sites and Spaces © Gavin Heaton 42 www.servantofchaos.com
  43. 43. Tools // Platforms © Gavin Heaton 43 www.servantofchaos.com
  44. 44. And Many More … © Gavin Heaton 44 www.servantofchaos.com
  45. 45. http://theconversationprism.com/1650 © Gavin Heaton 45 www.servantofchaos.com
  46. 46. People Online? http://www.businessweek.com/magazine/content/07_24/b4038405.htm © Gavin Heaton 46 www.servantofchaos.com
  47. 47. Why is this important? © Gavin Heaton 47 www.servantofchaos.com
  48. 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. 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. 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. 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. 52. Five Impacts of Social Media New forms of language come into being © Gavin Heaton 52 www.servantofchaos.com
  53. 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. 54. © Gavin Heaton 54 www.servantofchaos.com
  55. 55. Elizabeth Eisenstein on the invention of the printing press © Gavin Heaton 55 www.servantofchaos.com
  56. 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. 57. Social networking sites now more popular than porn sites. Time, October 31, 2007 © Gavin Heaton 57 www.servantofchaos.com
  58. 58. Increasingly networked but also individualised. © Gavin Heaton 58 www.servantofchaos.com
  59. 59. Individualism Community Independence Relationships Commercialism Authenticity Disconnect between how we “express ourselves” and what we “value” © Gavin Heaton 59 www.servantofchaos.com
  60. 60. ABC, the third commercial network in the USA began broadcasting in 1948 © Gavin Heaton 60 www.servantofchaos.com
  61. 61. 3 Networks x 60 years x 365 days x 24 hours = 1.5 million hours programming © Gavin Heaton 61 www.servantofchaos.com
  62. 62. More than 1.5 million hours were uploaded to YouTube in the last 6 months © Gavin Heaton 62 www.servantofchaos.com
  63. 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. 64. “Dunbar Number” http://en.wikipedia.org/wiki/Dunbar's_number © Gavin Heaton 64 www.servantofchaos.com
  65. 65. Only 18% of TV ad campaigns generate positive ROI -- Ad Age/Accenture © Gavin Heaton 65 www.servantofchaos.com
  66. 66. The Auchterlonie Effect http://tinyurl.com/soceffect © Gavin Heaton www.servantofchaos.com
  67. 67. Social Capital http://tinyurl.com/soceffect © Gavin Heaton www.servantofchaos.com
  68. 68. Social Judgement http://tinyurl.com/soceffect © Gavin Heaton www.servantofchaos.com
  69. 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. 70. But 50% of those campaigns will be classified as failures. -- Gartner, October 2008 http://icanhascheezburger.com © Gavin Heaton 70 www.servantofchaos.com
  71. 71. http://www.oovoo.com © Gavin Heaton 71 www.servantofchaos.com
  72. 72. User Generated User Generated User Generated Content Filtering Distribution User Generated Context http://tinyurl.com/socsimplesocialmedia © Gavin Heaton 72 www.servantofchaos.com
  73. 73. Forget the hype, this is business … © Gavin Heaton 73 www.servantofchaos.com
  74. 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. 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. 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. 77. Enter Web 2.0 © Gavin Heaton 77 www.servantofchaos.com
  78. 78. Convergence is Not About Technology © Gavin Heaton 78 www.servantofchaos.com
  79. 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. 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. 81. Web 2.0 opens markets and changes the way that we interact. © Gavin Heaton 81 www.servantofchaos.com
  82. 82. It represents a fundamental shift in the nature of value © Gavin Heaton 82 www.servantofchaos.com
  83. 83. It’s no longer about what you make © Gavin Heaton 83 www.servantofchaos.com
  84. 84. … but what you know and who you connect to © Gavin Heaton 84 www.servantofchaos.com
  85. 85. Peter Steiner’s famous cartoon captured a realization and a spirit of the time. © Gavin Heaton 85 www.servantofchaos.com
  86. 86. The “level playing field” had finally arrived. © Gavin Heaton 86 www.servantofchaos.com
  87. 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. 88. Over 11 million views @ 4:29 per view, 23 million Google references http://tinyurl.com/socwhereismatt © Gavin Heaton 88 www.servantofchaos.com
  89. 89. Continuous Digital Strategy Objectives Measurement Audience Commitment Footprint Converse Content http://tinyurl.com/socdigitalstrategy © Gavin Heaton 89 www.servantofchaos.com
  90. 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. 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. 92. Web as a Platform Let me tell you a story … © Gavin Heaton 92 www.servantofchaos.com
  93. 93. It Enables It started with a question … http://www.drewsmarketingminute.com © Gavin Heaton 93 www.servantofchaos.com
  94. 94. Harnessing Collective Intelligence What did we know? http://www.ageofconversation.com © Gavin Heaton 94 www.servantofchaos.com
  95. 95. And the Person of the Year Crowdsourcing … © Gavin Heaton 95 www.servantofchaos.com
  96. 96. Continuous Beta © Gavin Heaton 96 www.servantofchaos.com
  97. 97. Data is the Next Intel Inside © Gavin Heaton 97 www.servantofchaos.com
  98. 98. Lightweight Programming Usable technology does the hard work http://pipes.yahoo.com © Gavin Heaton 98 www.servantofchaos.com
  99. 99. Open Collaboration 103 authors across the globe Http://technomarketer.typepad.com © Gavin Heaton 99 www.servantofchaos.com
  100. 100. Software Everywhere From idea to print in 3 months http://lulu.com/ageofconversation © Gavin Heaton 100 www.servantofchaos.com
  101. 101. Software Everywhere Hard, soft and eBooks http://collaborativeideation.com © Gavin Heaton 101 www.servantofchaos.com
  102. 102. Rich Experiences Technology enabled the project and the project spawned the connections © Gavin Heaton 102 www.servantofchaos.com
  103. 103. http://mindblob.typepad.com © Gavin Heaton 103 www.servantofchaos.com
  104. 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. 105. Prescribed Textbook A number of US colleges prescribed the book as a text © Gavin Heaton 105 www.servantofchaos.com
  106. 106. AdAge Feature The book was featured in the AdAge Bookstore © Gavin Heaton 106 www.servantofchaos.com
  107. 107. And Again in 2008 An even stronger band of contributors this year © Gavin Heaton 107 www.servantofchaos.com
  108. 108. Lessons We Learned and Things to Remember © Gavin Heaton 108 www.servantofchaos.com
  109. 109. Everything is amplified © Gavin Heaton 109 www.servantofchaos.com
  110. 110. Your business ecosystem is the consequence of relationships © Gavin Heaton 110 www.servantofchaos.com
  111. 111. It is subject to unplanned futures … or the ebb and flow of trends and events © Gavin Heaton 111 www.servantofchaos.com
  112. 112. There are no boundaries © Gavin Heaton 112 www.servantofchaos.com
  113. 113. Everything is linked to everything (and everyone) else © Gavin Heaton 113 www.servantofchaos.com
  114. 114. Have a large funnel and focus on a goal. © Gavin Heaton 114 www.servantofchaos.com
  115. 115. How Did It Work? © Gavin Heaton 115 www.servantofchaos.com
  116. 116. Influencers and Connectors It’s about reputation, authority and participation http://tinyurl.com/socweakties © Gavin Heaton 116 www.servantofchaos.com
  117. 117. Influencers and Connectors Which gives your opinion context, weight and credibility © Gavin Heaton 117 www.servantofchaos.com
  118. 118. Influence Ripples And ripples across the internet http://darmano.typepad.com © Gavin Heaton 118 www.servantofchaos.com
  119. 119. Measurement But can you measure it? © Gavin Heaton 119 www.servantofchaos.com
  120. 120. Measurement Analytics + Page Rank + Feeds + Time with Brand + Volume of Comments © Gavin Heaton 120 www.servantofchaos.com
  121. 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. 122. Getting Started It’s a conversation that you start by LISTENING © Gavin Heaton 122 www.servantofchaos.com
  123. 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. 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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