Communicating
with Web 2.0
November 6, 2008

Technology?

Design?

A Philosophy?

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

It’s all these things

AUDIENCE Mobile
Devices
Video games
Tweens and Nex Gen
- the most connected generations ever
Social Networks Internet

Mobile
Video games Devices
Internet
Social Networks

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.

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]

The rules of engagement has
changed and truly embraces
the ‘public’
of public relations!

Organizational Structure
Structure
Goal Internal to Organization
&
States (adaptable to stimuli)
Process
External • Environmental Variations
Inputs & • Research & Analysis
Outputs
• Public Desire & Needs

Markets are People!

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

Publishers & Experts
Blogs
Type Pad
Word Press
Social Groups/Communities
Google Docs
Wikipedia
Crowdcasting
LinkedIn

Tools are Del.icio.us

COMMUNICATE WIKI BLOG PODCAST SYNDICATE
SOCIAL
COLLABORATE TAGGING CROWDCASTING WORKSPACES
NETWORKS
BUSINESS
SUPPLY CHAIN
PERFORM PROCESS SIMULATION OPTIMIZATION
MANAGEMENT
AUTOMATION

A look at Syndication
To enrich web content
Mash up
RSS as the new portal?

Podcasting demystified

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.

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)

Collaborate and Belong

Grilling up a Wiki?

“If you don't like change,
you're going to like irrelevance
even less”
General Eric Shinseki, Retired Chief of Staff, US Army

A Provocative Moment:
Where will these folks be in 5 years?
How will business address their needs?
http://www.youtube.com/watch?v=dGCJ46vyR9o

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!