managing Web 2.0 <ul><li>March 2007 </li></ul>a story in four acts
act One <ul><li>the changing world </li></ul>
the times they are a changin’ <ul><li>… markets are conversations. Their members communicate in language that is natural, ...
the changing Internet <ul><li>a NASA weather map </li></ul><ul><li>lunch with a VC </li></ul><ul><li>a poem </li></ul>
the changing ‘audience’ <ul><li>active </li></ul><ul><li>networked </li></ul><ul><li>passionate </li></ul><ul><li>articula...
the changing ‘media’ <ul><li>diffuse </li></ul><ul><li>real-time </li></ul><ul><li>personal </li></ul><ul><li>mobile </li>...
the changing art of ‘marketing’ <ul><li>crm </li></ul><ul><li>permission </li></ul><ul><li>cause </li></ul><ul><li>niche <...
intermission The Tahoe wwjd
intermission imagine
act Two <ul><li>the Live Web </li></ul>
the Live Web <ul><li>from websites… to streams </li></ul><ul><li>from content… to stories </li></ul><ul><li>from audiences...
the key media & technologies <ul><li>blogs </li></ul><ul><li>podcasts </li></ul><ul><li>social networking spaces </li></ul...
the key themes <ul><li>content relationships </li></ul><ul><li>content architecture </li></ul><ul><li>open source content ...
the key drivers <ul><li>the new 3 P’s </li></ul><ul><ul><li>passion </li></ul></ul><ul><ul><li>personality </li></ul></ul>...
intermission
intermission imagine
act Three <ul><li>the bottom line </li></ul>
sticks… <ul><li>You’ll always find me in the kitchen at parties </li></ul><ul><ul><li>the conversation continues </li></ul...
… and carrots <ul><li>relationships </li></ul><ul><li>‘brand advocates’  </li></ul><ul><li>insight and intelligence </li><...
in the commercial world <ul><li>campaigns </li></ul><ul><ul><li>Howard Dean and a vision </li></ul></ul><ul><li>Fundraisin...
in the real world <ul><li>campaigns </li></ul><ul><ul><li>Greenpeace  and blogs plural </li></ul></ul><ul><li>fundraising ...
intermission
intermission imagine
act Four <ul><li>but what about..? </li></ul>
but what about… <ul><li>stakeholders </li></ul><ul><ul><li>conversations  </li></ul></ul><ul><ul><li>criticism </li></ul><...
turn it around <ul><li>stakeholders </li></ul><ul><ul><li>partners </li></ul></ul><ul><ul><li>issue advocates </li></ul></...
turn it around <ul><li>staff </li></ul><ul><ul><li>everyone’s job </li></ul></ul><ul><ul><li>team-building </li></ul></ul>...
the new crm <ul><li>Conversations  </li></ul><ul><ul><li>embedding the Live Web in marcomms and strategy </li></ul></ul><u...
a live organisation <ul><li>devolved communications </li></ul><ul><li>devolved ‘ownership’ </li></ul><ul><li>open source <...
the roadmap <ul><li>voice audit </li></ul><ul><li>partnerships audit </li></ul><ul><li>open source vision </li></ul><ul><l...
coda <ul><li>the fud problem </li></ul>
the real problem <ul><li>Fear </li></ul><ul><li>Uncertainty </li></ul><ul><li>Doubt </li></ul>
The End far from
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Media Trust for managers

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Presentation for Charity CEOs and managers for the Media Trust and ICT Hub

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  • Media Trust for managers

    1. 1. managing Web 2.0 <ul><li>March 2007 </li></ul>a story in four acts
    2. 2. act One <ul><li>the changing world </li></ul>
    3. 3. the times they are a changin’ <ul><li>… markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do. www.cluetrain.org </li></ul>non-profits non-profits
    4. 4. the changing Internet <ul><li>a NASA weather map </li></ul><ul><li>lunch with a VC </li></ul><ul><li>a poem </li></ul>
    5. 5. the changing ‘audience’ <ul><li>active </li></ul><ul><li>networked </li></ul><ul><li>passionate </li></ul><ul><li>articulate </li></ul><ul><li>expectations </li></ul><ul><li>ideas </li></ul>
    6. 6. the changing ‘media’ <ul><li>diffuse </li></ul><ul><li>real-time </li></ul><ul><li>personal </li></ul><ul><li>mobile </li></ul><ul><li>citizens </li></ul>
    7. 7. the changing art of ‘marketing’ <ul><li>crm </li></ul><ul><li>permission </li></ul><ul><li>cause </li></ul><ul><li>niche </li></ul><ul><li>social </li></ul><ul><li>one-to-one </li></ul>
    8. 8. intermission The Tahoe wwjd
    9. 9. intermission imagine
    10. 10. act Two <ul><li>the Live Web </li></ul>
    11. 11. the Live Web <ul><li>from websites… to streams </li></ul><ul><li>from content… to stories </li></ul><ul><li>from audiences… to partners </li></ul><ul><li>from niches… to people </li></ul><ul><li>from pr… to content relationships </li></ul><ul><li>from marketing… to conversations </li></ul><ul><li>and... from reaching… to joining your market </li></ul>
    12. 12. the key media & technologies <ul><li>blogs </li></ul><ul><li>podcasts </li></ul><ul><li>social networking spaces </li></ul><ul><li>video/photos/music </li></ul><ul><li>tags </li></ul><ul><li>feeds </li></ul>
    13. 13. the key themes <ul><li>content relationships </li></ul><ul><li>content architecture </li></ul><ul><li>open source content </li></ul><ul><li>voice </li></ul>
    14. 14. the key drivers <ul><li>the new 3 P’s </li></ul><ul><ul><li>passion </li></ul></ul><ul><ul><li>personality </li></ul></ul><ul><ul><li>purpose </li></ul></ul><ul><li>conversation </li></ul>
    15. 15. intermission
    16. 16. intermission imagine
    17. 17. act Three <ul><li>the bottom line </li></ul>
    18. 18. sticks… <ul><li>You’ll always find me in the kitchen at parties </li></ul><ul><ul><li>the conversation continues </li></ul></ul><ul><ul><li>new relationships start </li></ul></ul><ul><ul><li>new memes fly </li></ul></ul><ul><ul><li>talked about and talked with </li></ul></ul>
    19. 19. … and carrots <ul><li>relationships </li></ul><ul><li>‘brand advocates’ </li></ul><ul><li>insight and intelligence </li></ul><ul><li>just in time </li></ul><ul><li>cost </li></ul>
    20. 20. in the commercial world <ul><li>campaigns </li></ul><ul><ul><li>Howard Dean and a vision </li></ul></ul><ul><li>Fundraising </li></ul><ul><ul><li>the Savoy Tailor </li></ul></ul><ul><li>communications </li></ul><ul><ul><li>Google and Microsoft </li></ul></ul>
    21. 21. in the real world <ul><li>campaigns </li></ul><ul><ul><li>Greenpeace and blogs plural </li></ul></ul><ul><li>fundraising </li></ul><ul><ul><li>chez pim and the power of crowds </li></ul></ul><ul><li>communications </li></ul><ul><ul><li>Nick and duck and cover </li></ul></ul>
    22. 22. intermission
    23. 23. intermission imagine
    24. 24. act Four <ul><li>but what about..? </li></ul>
    25. 25. but what about… <ul><li>stakeholders </li></ul><ul><ul><li>conversations </li></ul></ul><ul><ul><li>criticism </li></ul></ul><ul><li>staff </li></ul><ul><ul><li>messages </li></ul></ul><ul><ul><li>management </li></ul></ul>
    26. 26. turn it around <ul><li>stakeholders </li></ul><ul><ul><li>partners </li></ul></ul><ul><ul><li>issue advocates </li></ul></ul><ul><ul><li>networkers </li></ul></ul>
    27. 27. turn it around <ul><li>staff </li></ul><ul><ul><li>everyone’s job </li></ul></ul><ul><ul><li>team-building </li></ul></ul><ul><ul><li>creative thinking </li></ul></ul><ul><ul><li>voice </li></ul></ul>
    28. 28. the new crm <ul><li>Conversations </li></ul><ul><ul><li>embedding the Live Web in marcomms and strategy </li></ul></ul><ul><li>Relationships </li></ul><ul><ul><li>criticisms and commentary </li></ul></ul><ul><li>Management </li></ul><ul><ul><li>resources, time and space </li></ul></ul>
    29. 29. a live organisation <ul><li>devolved communications </li></ul><ul><li>devolved ‘ownership’ </li></ul><ul><li>open source </li></ul><ul><li>network effect </li></ul><ul><li>flexible </li></ul>
    30. 30. the roadmap <ul><li>voice audit </li></ul><ul><li>partnerships audit </li></ul><ul><li>open source vision </li></ul><ul><li>training </li></ul><ul><li>resourcing </li></ul><ul><li>embedding and developing </li></ul>
    31. 31. coda <ul><li>the fud problem </li></ul>
    32. 32. the real problem <ul><li>Fear </li></ul><ul><li>Uncertainty </li></ul><ul><li>Doubt </li></ul>
    33. 33. The End far from

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