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 ...
It’s all these things
AUDIENCE                                           Mobile
                                                    Devices

 Vi...
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...
Digital Identity Mapping

                              Expression              Publication            Profession


The We...
The rules of engagement has
changed and truly embraces
         the ‘public’
     of public relations!
Organizational Structure

                                         Structure
     Goal    Internal to Organization
       ...
Markets are People!
Consumers Are:
  Broadcasters, DJ’s & Videographers
     You Tube
     Embedded videocasts
     iTunes
     Podcasts


  J...
Publishers & Experts
      Blogs
      Type Pad
      Word Press
      Social Groups/Communities
      Google Docs
      W...
Tools are Del.icio.us
COMMUNICATE      WIKI         BLOG         PODCAST        SYNDICATE




                                                  ...
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
                   ...
Why Should Companies Participate?

•   Know your Audience (market research)
     – As people not markets segments

•   Col...
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 ...
A Provocative Moment:
     Where will these folks be in 5 years?
    How will business address their needs?



http://www....
Get familiar (play personally or professionally)

      Review big brand sites

      Find others to muse with

      Lear...
Communicating with Web 2.0
Communicating with Web 2.0
Communicating with Web 2.0
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.

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Communicating with Web 2.0

  1. 1. Communicating with Web 2.0 November 6, 2008
  2. 2. Technology?
  3. 3. Design?
  4. 4. A Philosophy?
  5. 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. 6. It’s all these things
  7. 7. AUDIENCE Mobile Devices Video games Tweens and Nex Gen - the most connected generations ever Social Networks Internet
  8. 8. Mobile Video games Devices Internet Social Networks
  9. 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. 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. 11. The rules of engagement has changed and truly embraces the ‘public’ of public relations!
  12. 12. Organizational Structure Structure Goal Internal to Organization & States (adaptable to stimuli) Process External • Environmental Variations Inputs & • Research & Analysis Outputs • Public Desire & Needs
  13. 13. Markets are People!
  14. 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. 15. Publishers & Experts Blogs Type Pad Word Press Social Groups/Communities Google Docs Wikipedia Crowdcasting LinkedIn
  16. 16. Tools are Del.icio.us
  17. 17. COMMUNICATE WIKI BLOG PODCAST SYNDICATE SOCIAL COLLABORATE TAGGING CROWDCASTING WORKSPACES NETWORKS BUSINESS SUPPLY CHAIN PERFORM PROCESS SIMULATION OPTIMIZATION MANAGEMENT AUTOMATION
  18. 18. A look at Syndication To enrich web content Mash up RSS as the new portal?
  19. 19. Podcasting demystified
  20. 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. 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. 22. Collaborate and Belong
  23. 23. Grilling up a Wiki?
  24. 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. 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. 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!

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