The New Group SM Opportunities

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Everyone is talking Social Media, but what about companies with a more traditional profile? What are the true ramifications of web 2.0 technologies and modes of thinking to “traditional” clients? What are the avenues for innovation? What opportunities exist using the social web, and web 2.0 technologies this year?

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The New Group SM Opportunities

  1. 1. Evolving your business with the Social Web A Social Media Workshop The New Group | June, 2009 4540 SW Kelly Avenue, Portland, Oregon 97239 p. 503.248.4505 thenewgroup.com
  2. 2. Agenda Introduction A Brief History of Social Interaction The Web… as a Platform – Case Study: Amazon vs. Netflix The Web… as a Rich User Experience – Case Study: iPhone The Web… as a Real-Time Interaction Between Producers and Users – Case Study: YouTube vs. Hulu The Web… as a Consumer-Driven Marketplace – Case Study: Google Ad-Words vs. iTunes and the AppStore Interactive Exercise – Other Web 2.0 Principles, Applying Web 2.0 to DST Output Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  3. 3. Introduction Tom Bennett, Digital Strategist – 20 years of Strategic and Marketing program development – Panel speaker at industry events – Adweek Interactive Advertising of the Year winner – Driver of Social Media innovation and technology Toby Paul, Technologist – 15+ years of Technology Development and Consulting – Published author of several white papers and articles – Mantra is: “Would I use it?” – Dreams of the day when people once again experience the internet with wide-eyed wonder. Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  4. 4. Section 1: Modes of Social Interaction Village Messenger Producer Aggregator Integrated Marketplace Producer Consumer Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  5. 5. Some Important Vocabulary Producers Those engaged in the production of content, information, material or value Consumers Those engaged in the consumption of content, information, material or value Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  6. 6. Time and Influence Influence Time Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  7. 7. Early Commerce Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  8. 8. The Village Market The Village Geographically constrained Distributed ownership of infrastructure Defined by customs/internal traditions High visibility/presence/awareness High degree of personal accountability High contact among producer/consumer Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  9. 9. The Age of Exploration and Commerce Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  10. 10. The Messenger The Messenger Less geographically constrained Distributed ownership of infrastructure Defined by trust Low visibility/presence/awareness High degree of personal accountability Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  11. 11. Industrial Production & Ownership Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  12. 12. The Producer The Producer Not geographically constrained Concentrated infrastructure Low visibility/presence/awareness Minimal degree of personal accountability High requirement for brand and value creation Brand becomes abstracted from value Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  13. 13. Aggregation Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  14. 14. The Aggregator The Aggregator Not geographically constrained Concentrated infrastructure { Low visibility/presence/awareness Low degree of personal accountability High requirement for brand and value creation Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  15. 15. Anytime, Anyplace Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  16. 16. The Web as an Integrated Marketplace The Integrated Marketplace Not geographically constrained { Distributed infrastructure Defined by arbitrary or internal traditions High visibility/presence/awareness High degree of personal accountability Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  17. 17. Look Familiar? Village Messenger Producer Aggregator Integrated Marketplace Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  18. 18. Mass Media was an Aberration “Web 2.0 is a course correction for the Internet that is weaving the social fabric back together again. It re-establishes the relationships that we have in the offline world… and enables that group consumption to happen again.” ? - Patrick Crane, LinkedIn Was this an aberration? Was does the future hold? Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  19. 19. Section 2: Opportunities in Web 2.0 Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  20. 20. Groundswell Social Technographics Profile: All Adults 0 20 40 60 80 100 Creators 18 Critics 25 Collectors 12 Joiners 25 Spectators 48 Inactives 44 U.S. Adults (Relative % of adult respondents) Source: Forrester’s North American Social Technographics Online Survey, Q2 2007 Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  21. 21. Groundswell Social Technographics Profile: SMB 0 20 40 60 80 100 18 Creators 25 25 Critics 31 12 Collectors 17 25 Joiners 24 48 Spectators 53 Inactives 44 Small Business Owners 38 (Relative % of adult respondents compared to % of SMBs) Source: Forrester’s North American Social Technographics Online Survey, Q2 2007 Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  22. 22. The Web… as a Platform It all works… together. “Salesforce.com sells subscriptions to a customer relationship management application, but when you talk to the company's CEO, Marc Benioff, you quickly understand that he is betting that its development platform, called Force.com, will fuel growth in the future.” - Martin LaMonica, Cnet News, 3/19/2008 Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  23. 23. The Web: an Application Development Platform Using the web as a platform enables the development of robust web-based applications that can be used regardless of device and operating system. Applications developed in this way have a high degree of reusability The development costs are generally lower And the ongoing development lifecycle is more flexible Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  24. 24. Interoperability The capability to communicate, execute programs, or transfer data among various functional units in a manner that requires the user to have little or no knowledge of the unique characteristics of those units. » ISO/IEC 2382-01, Information Technology Vocabulary, Fundamental Terms AJAX, XML, Web services Metadata, Semantic web Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  25. 25. Portability Redeploying an application, component, or framework directly from one platform to another (e.g. PHP to .NET to Java). Widgets Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  26. 26. Security/Privacy Users’ confidence in the security of their personal information and trust in how it will used. PCI Compliance Encryption Tech for CC and Transactions Account Information Embedded transactional data The power of anonymity Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  27. 27. Monetization A Web platform can be monetized when its architecture enables generation of recurring revenue from the underlying platform, in addition to the overlaying products and services. Licenses (patents) (Amazon; Netflix) Ad-revenue (Google, YouTube) Commerce-based transactions (Amazon, iTunes) Subscriptions (Salesforce, Napster) Micropayments Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  28. 28. Case Study: Amazon vs. Netflix Amazon vs Netflix – Bridging the Digital Divide How have two distinct companies have addressed the challenge of creating an infrastructure to support both physical and digital distribution, and approached it from two different directions? VS. Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  29. 29. Case Study: Amazon vs. Netflix – Background Amazon – Started as e-tailer, first in books and then full-service Created comprehensive logistics/distribution network Developed white-label storefronts Netflix – Started as online storefront for physical rental service Created automated infrastructure for distribution Partnered to create digital movie delivery network Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  30. 30. Case Study: Amazon vs. Netflix – Key Learnings Began in one category of business and then evolved into new ones as the marketplace evolved. Patented business processes coupled with physical infrastructure to increase the barrier-to-entry for potential competitors. Principles leveraged: – Agility – Interoperability – Monetization Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  31. 31. The Web… as a Rich User Experience. It’s the difference between usable, useful, and essential. “Web 2.0 is really about the user experience and not the underlying technologies.” - Garrett Camp (Founder, StumbleUpon) Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  32. 32. Deeply Engaging Users Indispensable. Ubiquitous. Intuitive. Seamless. Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  33. 33. Rich Internet Applications New development tools enable the creation of non-web applications that are capable of leveraging internet connectivity to provide valuable services. AJAX Javascript AIR Silverlight Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  34. 34. Contextual Relevance Connecting disparate sources of information together to provide additional levels of value. Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  35. 35. Customization The persistence of content and experiences based upon user- defined preferences. Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  36. 36. Interactivity Moving beyond the static presentation of information by enabling users to have options for how the data is presented. Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  37. 37. Geo-location • Built-in location services are layered with commercial or user-generated content. • The OS contains built-in functionality for seamless commerce Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  38. 38. Augmentation Optional layers of additional information that a user can choose to use, without the publishers harvesting any data. Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  39. 39. Mobile Applications designed to be useful in public situations with small form factor devices. Hierarchy of delivery – push (alerts) vs. pull (subscription) Web-apps vs. device-apps vs. carrier apps Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  40. 40. Case Study: The iPhone The iPhone: Ubiquitous to Indispensable focused on a rich experience bridges device-specific to carrier-specific (Visual Voice Mail) to open access (Web browsing). Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  41. 41. Case Study: The iPhone – Background Conceived as an entire ecosystem Rich development API - pre- released to involve the developer community Monetized delivery – App Store Integrated with 2 platforms – AT&T, Apple OS Advanced Features Internal accelerometer Seamless Geo-Location Visual Voicemail Microsoft Exchange Support Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  42. 42. Case Study: The iPhone – Key Learnings Compliance Accessibility New content/Up-content Immediacy Responsiveness Presence Participatory Asynchronous Graphical Multimedia Micropayments Shopping carts Mobile/distributed Consumer/client intelligence Portable Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  43. 43. The Web… as a real-time interaction among producers and consumers Making it personal. “For Technorati, a lot of Web 2.0 is about authenticity, accountability, interacting and this idea of the people- powered, or the social web.” - Dorion Carroll (VP of Engineering, Technorati) Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  44. 44. Interacting Producers and Consumers Its not about the browser anymore. Vibrant, two-way communication among all contributors and users, in all locations Acomplete interactive marketplace for ideas, experiences, and commerce Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  45. 45. Personalization Real-time adaptive presentation of information and content based upon user behavior. Categories of personalization: – Profile / Group based – Behavior based – Collaboration based Methods of personalization: – Implicit – Explicit – Hybrid Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  46. 46. Syndication Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  47. 47. Collaboration Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  48. 48. Sharing Self-publishing Indexed Tagged Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  49. 49. Blogs Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  50. 50. Forums/Discussion boards Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  51. 51. Walled-Gardens/Branded Communities Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  52. 52. Case Study: YouTube vs Hulu – We’re still using it wrong. How YouTube changes the way you think. We’re still using it as a broadcast model Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  53. 53. Background: YouTube Low-end production values/ user-generated content Collaboration/Mashups Community Re-monetized network content Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  54. 54. Background: Hulu Focus on monetizing Network content NBC on the Web Focused Advertising – user preferences Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  55. 55. YouTube: Key Elements User-Generated Content Flexibility: Anytime/Anywhere Community Syndication Collaboration Sharing Forums/Discussion Boards Monetized Content User Preferences Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  56. 56. Case Study: Google AdWords, iTunes and the AppStore Google Ad-words: Applying Continuous Feedback to the Sales Cycle; iTunes and the App Store: (Recommended reading: The Secrets of Googlenomics; Wired Magazine; June 2009: pp 107-115) Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  57. 57. Google AdWords Allows multi-platform content producers to monetize their content Ads display based on natural relevance to on-page content Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  58. 58. iTunes The new driving-force within the online entertainment industry Successfully monetized online sharing of music, video The basis for the iPhone and the AppStore Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  59. 59. Case Study: AdWords, iTunes, & AppStore – Background Google AdWords – Started as search engine. Created a economy in which the line between buyer and seller blurs iTunes – Started as music management application for the iPod Transformed into online distribution network Incorporated user feedback to drive product offerings AppStore – Started as an extension of iTunes for online delivery of apps to the iPhone. Transformed into revolutionary on-demand delivery platform that enabled anyone to develop and distribute software. Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com
  60. 60. Thank you! Tom Bennett tbennett@thenewgroup.com @tom_bennett Toby Paul toby.paul@thenewgroup.com Presented by Tom Bennett (@tom_bennett) and Toby Paul of The New Group www.thenewgroup.com

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