Web 2.0 – An introduction Vincenzo Cosenza [email_address] Blog: www.vincos.it Skype: vincos73

Agenda What is the Web 2.0 Profiles of the new consumer Is Microsoft web 2.0 ?

What is the Web 2.0

Profiles of the new consumer

Is Microsoft web 2.0 ?

Web 1.0 Contents produced by big media companies User is a lurker, a mere visitor It’s difficult to create websites and web apps Browsing from a PC is the only way to surf the web

Contents produced by big media companies

User is a lurker, a mere visitor

It’s difficult to create websites and web apps

Browsing from a PC is the only way to surf the web

Web 2.0 Web as a platform Harnessing collective intelligence Data is the next “intel inside” End of the software release cycles Lightweight Programming Models Software Above the Level of a Single Device Rich User Experience

Web as a platform

Harnessing collective intelligence

Data is the next “intel inside”

End of the software release cycles

Lightweight Programming Models

Software Above the Level of a Single Device

Rich User Experience

Summin’ Up Web 2.0 is the combination of: Tools and technologies Business models Social and cultural trends Which drive the individual creation and sharing of contents on the Net Web 1.0 was Commerce, Web 2.0 is People Ross Mayfield

Web 2.0 is the combination of:

Tools and technologies

Business models

Social and cultural trends

Which drive the individual creation and sharing of contents on the Net

Web 1.0 was Commerce,

Web 2.0 is People

Ross Mayfield

1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media . 9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. 10. As a result, markets are getting smarter, more informed, more organized . Participation in a networked market changes people fundamentally. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. 75. If you want us to talk to you, tell us something . Make it something interesting for a change. 95 Theses of the Cluetrain Manifesto The Cluetrain Manifesto: The End of Business as Usual : Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

The Long Tail theory – Chris Anderson Online services carry far more inventory than traditional retailers. Rhapsody offers 19 times as many songs as Wal-Mart’s stock of 39,000 tunes. The appetite for Rhapsody’s more obscure tunes (charted in red) makes up the so-called Long Tail. Meanwhile, even as consumers flock to mainstream books, music, and films (bottom), there is real demand for niche fare found only online

We are the Social Media Social Media are online tools and practices aimed to share experiences , opinions , creations .

Web 2.0 overview...

… hundreds of web services

Media by type of interaction Many to Many Many to One One to Many One to One

Blogs 120 million weblogs worldwide Japanese is the #1 blogging language at 37% English at 36%, Chinese at 8% Italian at 3%

Japanese is the #1 blogging language at 37%

English at 36%,

Chinese at 8%

Italian at 3%

From blogs to social network Content has a social role ,it becomes a pretext to create social networks. People don't connect in a void , they connect by sharing experiences or objects, and content ( news, videos, pictures, music, links, books, games, opinions, etc .) is an extremely powerful social object .

Content has a social role ,it becomes a pretext to create social networks.

People don't connect in a void , they connect by sharing experiences or objects, and content ( news, videos, pictures, music, links, books, games, opinions, etc .) is an extremely powerful social object .

Social Network in the world Every country has it’s own Social Network. Culture is the connection between Country and Social Network

MySpace Users : +11 million Gender : 63% female, 36% male Age : 20% <18 yrs, 40% 18-25 yrs 27% 26-35 yrs, 7% 36-45 yrs, 6% >45 yrs % of users in other social network: 15% are on Facebook 17% are on Hi5 , 9% are on Friendster 2% are on LinkedIn, 6% are on Plaxo

Users : +11 million

Gender : 63% female, 36% male

Age :

20% <18 yrs,

40% 18-25 yrs

27% 26-35 yrs,

7% 36-45 yrs,

6% >45 yrs

% of users in other social network:

15% are on Facebook

17% are on Hi5 ,

9% are on Friendster

2% are on LinkedIn,

6% are on Plaxo

Facebook Users : +2.6 million Gender : 63% female, 36% male Age : 17% <18 yrs, 52% 18-25 yrs , 21% 26-35 yrs, 5% 36-45 yrs, 5% >45 yrs % of users in other social network : 62% of FB users are on Myspace 22% are on Hi5 10% are on Plaxo 9% are on Friendster 5% are on LinkedIn

Users : +2.6 million

Gender : 63% female, 36% male

Age :

17% <18 yrs,

52% 18-25 yrs ,

21% 26-35 yrs,

5% 36-45 yrs,

5% >45 yrs

% of users in other social network :

62% of FB users are on Myspace

22% are on Hi5

10% are on Plaxo

9% are on Friendster

5% are on LinkedIn

Social Network differences MySpace Presentation of desired identity Meeting of new friends on center of interests “ Monolog” space: additional applications are limited to personal space Facebook Presentation of a real identity Extension of real friendships “ Dialog” space: additional applications are developed to interact with other users

MySpace

Presentation of desired identity

Meeting of new friends on center of interests

“ Monolog” space: additional applications are limited to personal space

Facebook

Presentation of a real identity

Extension of real friendships

“ Dialog” space: additional applications are developed to interact with other users

The New Power of the Consumer 2.0

Profiling the new consumer Participation Ladder Study by Forrester Research

Participation Ladder Study by Forrester Research

Creators They post on blogs Create podcasts Upload on YouTube Create Start Conversations 13% Source: Forrester Research

They post on blogs

Create podcasts

Upload on YouTube

Create

Start Conversations

Critics They comment on blogs Partecipate in forums Rate movies or books Don’t Start Conversations, but participate 19% Source: Forrester Research

They comment on blogs

Partecipate in forums

Rate movies or books

Don’t Start Conversations, but participate

Collectors They “social bookmark” favorite pages on de.licio.us Use heavily RSS feeds Create metadata around objects (e.g. tags) 15% Source: Forrester Research

They “social bookmark” favorite pages on de.licio.us

Use heavily RSS feeds

Create metadata around objects (e.g. tags)

Joiners They participate in Social Networking sites (e.g. Facebook, MySpace) Connect with friends and have formal social activities Could be tomorrow’s Creators or Critics 19% Source: Forrester Research

They participate in Social Networking sites (e.g. Facebook, MySpace)

Connect with friends and have formal social activities

Could be tomorrow’s Creators or Critics

Spectators They consume contents Read blogs Watch videos on YouTube Listen to podcasts Spectators of the forum are called “Lukers” 33% Source: Forrester Research

They consume contents

Read blogs

Watch videos on YouTube

Listen to podcasts

Spectators of the forum are called “Lukers”

Inactives They do not participate in any kind of Social media activities on the Internet 52% Source: Forrester Research

They do not participate in any kind of Social media activities on the Internet

Is Microsoft Web 2.0 ? Some evidences: Microsoft Employees are Blogging Live Strategy: software + services Leveraging the Long Tail: X-Box Live Arcade What do you think ?

Some evidences:

Microsoft Employees are Blogging

Live Strategy: software + services

Leveraging the Long Tail: X-Box Live Arcade

What do you think ?