The Business Of Web 2.0

Slide 1: The Business of Web 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

Slide 2: Gavin Heaton 2 www.servantofchaos.com

Slide 3: About Me Web: www.servantofchaos.com Twitter: servantofchaos Gavin Heaton 3 www.servantofchaos.com

Slide 4: Web 2.0 // Social Media Gavin Heaton 4 www.servantofchaos.com

Slide 5: Hands up if you have heard of … Gavin Heaton 5 www.servantofchaos.com

Slide 6: The Long Tail … Gavin Heaton 6 www.servantofchaos.com

Slide 7: Open Source … Gavin Heaton 7 www.servantofchaos.com

Slide 8: Conversation … Gavin Heaton 8 www.servantofchaos.com

Slide 9: This is Web 2.0 Gavin Heaton 9 www.servantofchaos.com

Slide 10: Flickr Gavin Heaton 10 www.servantofchaos.com

Slide 11: MySpace Gavin Heaton 11 www.servantofchaos.com

Slide 12: YouTube Gavin Heaton 12 www.servantofchaos.com

Slide 13: Facebook Gavin Heaton 13 www.servantofchaos.com

Slide 14: Twitter Gavin Heaton 14 www.servantofchaos.com

Slide 15: Digg Gavin Heaton 15 www.servantofchaos.com

Slide 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

Slide 17: 67% of whom have broadband http://www.internetworldstats.com/stats.htm Gavin Heaton 17 www.servantofchaos.com

Slide 18: Joost Gavin Heaton 18 www.servantofchaos.com

Slide 19: RSS This is as technical as I want to get Gavin Heaton 19 www.servantofchaos.com

Slide 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

Slide 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

Slide 22: Advertising effectiveness is increasingly under question http://www.jaffejuice.com Gavin Heaton 22 www.servantofchaos.com

Slide 23: Brands and corporations are under scrutiny http://www.buzzmachine.com/?tag=dell Gavin Heaton 23 www.servantofchaos.com

Slide 24: Since “Dell Hell” negative publicity less than halved. How? Gavin Heaton 24 www.servantofchaos.com

Slide 25: Cluetrain The Cluetrain explained the shifting power between people and brands http://www.cluetrain.com Gavin Heaton 25 www.servantofchaos.com

Slide 26: Podcasts Now anyone can podcast to the world. Gavin Heaton 26 www.servantofchaos.com

Slide 27: Wikipedia Or contribute to global knowledge Gavin Heaton 27 www.servantofchaos.com

Slide 28: As Ed Tarwinski says, this is the “wonderful world of mobile internet” Gavin Heaton 28 www.servantofchaos.com

Slide 29: Ning We can all build a community Gavin Heaton 29 www.servantofchaos.com

Slide 30: Amazon And be rewarded with reputation, ratings and even affiliate sales Gavin Heaton 30 www.servantofchaos.com

Slide 31: eBay The self-organising community aggregates its wealth while building value of your network Gavin Heaton 31 www.servantofchaos.com

Slide 32: This is Web 2.0, too Gavin Heaton 32 www.servantofchaos.com

Slide 33: Forget the hype, this is business … Gavin Heaton 33 www.servantofchaos.com

Slide 34: 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 34 www.servantofchaos.com

Slide 35: 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 35 www.servantofchaos.com

Slide 36: 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 Mass prod / Custom volume Solutions Complexity Volume Enterprise SME Consumer Gavin Heaton 36 www.servantofchaos.com

Slide 37: Enter Web 2.0 Gavin Heaton 37 www.servantofchaos.com

Slide 38: Convergence is Not About Technology Gavin Heaton 38 www.servantofchaos.com

Slide 39: The Convergence of Markets Knowledge Workers are no longer happy to leave their rich web experiences at home. Value and Effectiveness B2C B2B Complexity Volume Enterprise SME Consumer Gavin Heaton 39 www.servantofchaos.com

Slide 40: The Convergence of Markets The NEW B2C … Brand-to-Community extends from the consumer space through the enterprise Value and Effectiveness B2C B2B Br2Comm Complexity Volume Enterprise SME Consumer Gavin Heaton 40 www.servantofchaos.com

Slide 41: It’s a convergence of thinking … Gavin Heaton 41 www.servantofchaos.com

Slide 42: … and doing Gavin Heaton 42 www.servantofchaos.com

Slide 43: It represents a fundamental shift in the nature of value Gavin Heaton 43 www.servantofchaos.com

Slide 44: It’s no longer about what you make Gavin Heaton 44 www.servantofchaos.com

Slide 45: … but what you know Gavin Heaton 45 www.servantofchaos.com

Slide 46: Tim O’Reilly’s Web 2.0 Blogs UGC Sharing Web2.0 Wikis Social Networks Openness http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html Gavin Heaton 46 www.servantofchaos.com

Slide 47: 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 47 www.servantofchaos.com

Slide 48: Web as a Platform Let me tell you a story … Gavin Heaton 48 www.servantofchaos.com

Slide 49: It Enables It started with a question … http://www.drewsmarketingminute.com Gavin Heaton 49 www.servantofchaos.com

Slide 50: Harnessing Collective Intelligence What did we know? http://www.ageofconversation.com Gavin Heaton 50 www.servantofchaos.com

Slide 51: And the Person of the Year Crowdsourcing … Gavin Heaton 51 www.servantofchaos.com

Slide 52: Data is the Next Intel Inside Gavin Heaton 52 www.servantofchaos.com

Slide 53: Continuous Beta Gavin Heaton 53 www.servantofchaos.com

Slide 54: Open Collaboration 103 authors across the globe http://technomarketer.typepad.com Gavin Heaton 54 www.servantofchaos.com

Slide 55: Lightweight Programming Usable technology does the hard work http://pipes.yahoo.com Gavin Heaton 55 www.servantofchaos.com

Slide 56: Software Everywhere From idea to print in 3 months http://lulu.com/ageofconversation Gavin Heaton 56 www.servantofchaos.com

Slide 57: Software Everywhere Hard, soft and eBooks http://collaborativeideation.com/ Gavin Heaton 57 www.servantofchaos.com

Slide 58: Rich Experiences Technology enabled the project and the project spawned the connections Gavin Heaton 58 www.servantofchaos.com

Slide 59: http://mindblob.typepad.com Gavin Heaton 59 www.servantofchaos.com

Slide 60: And We Raised Money Raised $10,000 for Variety in the first 60 days Gavin Heaton 60 www.servantofchaos.com

Slide 61: Influencers and Connectors It’s about reputation, authority and participation http://servantofchaos.typepad.com/soc/2007/10/the-strength-of.html Gavin Heaton 61 www.servantofchaos.com

Slide 62: Influencers and Connectors Which gives your opinion context, weight and credibility Gavin Heaton 62 www.servantofchaos.com

Slide 63: Influence Ripples And ripples across the internet http://darmano.typepad.com Gavin Heaton 63 www.servantofchaos.com

Slide 64: Measurement But can you measure it? Gavin Heaton 64 www.servantofchaos.com

Slide 65: Measurement Analytics + Page Rank + Feeds + Time with Brand + Volume of Comments Gavin Heaton 65 www.servantofchaos.com

Slide 66: Getting Started It’s a conversation that you start by LISTENING Gavin Heaton 66 www.servantofchaos.com

Slide 67: Let’s Try … Gavin Heaton 67 www.servantofchaos.com

Slide 68: 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 68 www.servantofchaos.com