The document discusses the implications of Web 2.0 for Microsoft customers, marketers, and consumers, highlighting shifts in consumer behavior and marketing strategies. It emphasizes the move towards participation, collaboration, and the transition from traditional advertising to leveraging user-generated content and online communities. The growing importance of cloud-based services and the role of bloggers and opinion leaders are also noted as significant trends.

1. Ian Thomas Director Microsoft Digital Advertising Solutions

2. 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 ?

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

4. 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!

5. A bubble?

6. 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

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

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

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

11. From consumer to creator

12. From push to pull

13. From a few big advertisers to lots of little ones

15. From the desktop to the cloud

16. 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

17. 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’

23. 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

24. [email_address]