Ian Thomas Director Microsoft Digital Advertising Solutions

What is Web 2.0, anyway? What does it mean for Microsoft customers? What does it mean for marketers? What does it mean for you ?

What is Web 2.0, anyway?

What does it mean for Microsoft customers?

What does it mean for marketers?

What does it mean for you ?

AJAX Mash-ups SOAP Tags Blogosphere The Long Tail Buzz WOM Adsense Cloud Meme Folksonomy

I’ve just put this great mash-up on my vlog. It uses SOAP and AJAX to overlay pet food shops on a Google Map. Now I just need to get some good WOM and generate a buzz in the blogosphere and I can tap into that long tail – not to mention the AdSense revenues!

A bubble?

A change in the shape of the web A confluence of a number of trends: Participation Personalization & collaboration Democratization of market access Richer online apps

A change in the shape of the web

A confluence of a number of trends:

Participation

Personalization & collaboration

Democratization of market access

Richer online apps

Publisher/retailer (powerful, magnanimous) Consumers (humble, grateful)

Publisher/retailer (becoming slightly nervous) Consumers (sharing information, more demanding)

Intermediaries (brokers, networks, search engines) Users (empowered, interacting, creating) Publishers (confused, humbled) Retailers (eager, a bit desperate)

From consumer to creator

From consumer to creator

From push to pull

From push to pull

From a few big advertisers to lots of little ones

From a few big advertisers to lots of little ones

From the desktop to the cloud

From the desktop to the cloud

Enterprises Want to move LOB & productivity apps from the desktop to the ‘cloud’ Don’t want to lose the functionality they enjoy in Office SMEs Need a radically different way to buy desktop productivity (Office Live) Google AFYD, 37signals etc real competitors here Consumers Are looking for a ‘place to live’ online Xbox Live is MS’s standout example

Enterprises

Want to move LOB & productivity apps from the desktop to the ‘cloud’

Don’t want to lose the functionality they enjoy in Office

SMEs

Need a radically different way to buy desktop productivity (Office Live)

Google AFYD, 37signals etc real competitors here

Consumers

Are looking for a ‘place to live’ online

Xbox Live is MS’s standout example

Users are part of the communications process, not just at the end of it Many consumers are becoming vendors themselves: Of stuff (eBay, Amazon) Of media (bloggers, MySpace) Hooking into the zeitgeist is key Opinion-formers are popping up in more unexpected places Bloggers in particular Border between advertising & PR is blurring New field of ‘PR about advertising’

Users are part of the communications process, not just at the end of it

Many consumers are becoming vendors themselves:

Of stuff (eBay, Amazon)

Of media (bloggers, MySpace)

Hooking into the zeitgeist is key

Opinion-formers are popping up in more unexpected places

Bloggers in particular

Border between advertising & PR is blurring

New field of ‘PR about advertising’

Web 2.0/online marketing: www.micropersuasion.com www.liesdamnedlies.com (my blog) www.thelongtail.com www.gladwell.com/tippingpoint sethgodin.typepad.com Microsoft-related blogs: microsoft.blognewschannel.com bink.nu

Web 2.0/online marketing:

www.micropersuasion.com

www.liesdamnedlies.com (my blog)

www.thelongtail.com

www.gladwell.com/tippingpoint

sethgodin.typepad.com

Microsoft-related blogs:

microsoft.blognewschannel.com

bink.nu

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