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Communicating with Web 2.0
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Communicating with Web 2.0

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Web 2.0 tools are changing how we use technology to advance communication regarding our organization.

Web 2.0 tools are changing how we use technology to advance communication regarding our organization.

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  • 1. Communicating with Web 2.0 November 6, 2008
  • 2. Technology?
  • 3. Design?
  • 4. A Philosophy?
  • 5. Web 2.0 seems to be like Pink Floyd lyrics: it can mean different things to different people, depending upon your state of mind. - Kevin Maney
  • 6. It’s all these things
  • 7. AUDIENCE Mobile Devices Video games Tweens and Nex Gen - the most connected generations ever Social Networks Internet
  • 8. Mobile Video games Devices Internet Social Networks
  • 9. Google Maps – A Web 2.0 Poster Child • Accessible Information through web browser applications (use on computer, PDA or other). • Users can manage their own information by adding waypoint, mapping directions, etc. • Users participate and add value for others through use such as 3D visual effects or other • It’s easy to use – even for the least tech savvy user.
  • 10. Digital Identity Mapping Expression Publication Profession The Web 2.0 What I say What I share [YouTube, Where I work ‘You’ser Model [Blogging] delicious] [LinkedIn] Reputation Opinion Details • Online user roles are What I like How and where to What is being said now more diverse and join me on me [Digg, [email, IM] complex Crowdstorm] [eBay, Technorati] Hobby • Users have been Purchase Certificates provided new tools to What I am Who can certify my What I buy extend their online passionate about identify [PayPal, Amazon] identify [Bakespace] [Cardspace] Knowledge Avatars Audience What I know What represents me Who I know [Wikipedia] [Second Life] [Myspace]
  • 11. The rules of engagement has changed and truly embraces the ‘public’ of public relations!
  • 12. Organizational Structure Structure Goal Internal to Organization & States (adaptable to stimuli) Process External • Environmental Variations Inputs & • Research & Analysis Outputs • Public Desire & Needs
  • 13. Markets are People!
  • 14. Consumers Are: Broadcasters, DJ’s & Videographers You Tube Embedded videocasts iTunes Podcasts Journalists, Media Experts and Critics Blogs News (content) Syndicators Community Participants/Organizers Digg
  • 15. Publishers & Experts Blogs Type Pad Word Press Social Groups/Communities Google Docs Wikipedia Crowdcasting LinkedIn
  • 16. Tools are Del.icio.us
  • 17. COMMUNICATE WIKI BLOG PODCAST SYNDICATE SOCIAL COLLABORATE TAGGING CROWDCASTING WORKSPACES NETWORKS BUSINESS SUPPLY CHAIN PERFORM PROCESS SIMULATION OPTIMIZATION MANAGEMENT AUTOMATION
  • 18. A look at Syndication To enrich web content Mash up RSS as the new portal?
  • 19. Podcasting demystified
  • 20. Blog vs Website Style Interactivity Connect post-Browser Diary Trackback Syndication RSS Readers Blog Editorial Or Comment “Deeplinking” (email, iTunes) Style Corporate Discussion Website Writing Linking/SEO Mobile web Forums Style Forrester Research reports and increase in Blog Readership from 4% in 2004 to 29% in 2006.
  • 21. Why Should Companies Participate? • Know your Audience (market research) – As people not markets segments • Collaborate (market testing and opinion tracking) • Strategically it makes sense – helps us begin to predict potential outcomes – Early warning radar – Enables development of responsive plans that address arising issues (proactive vs. reactive organizational behaviour)
  • 22. Collaborate and Belong
  • 23. Grilling up a Wiki?
  • 24. “If you don't like change, you're going to like irrelevance even less” General Eric Shinseki, Retired Chief of Staff, US Army
  • 25. A Provocative Moment: Where will these folks be in 5 years? How will business address their needs? http://www.youtube.com/watch?v=dGCJ46vyR9o
  • 26. Get familiar (play personally or professionally) Review big brand sites Find others to muse with Learning 2.0 - the ‘23 Things’ program Create a sandbox to play in as a group!