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

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

14. Markets are People!

15. 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

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

17. Tools are Del.icio.us

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

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

20. Podcasting demystified

21. 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.

23. 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)

24. Collaborate and Belong

25. Grilling up a Wiki?

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

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

30. 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!