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Web 2.0 – An introduction Vincenzo Cosenza  [email_address] Blog:  www.vincos.it   Skype: vincos73
Agenda <ul><li>What is the Web 2.0 </li></ul><ul><li>Profiles of the new consumer </li></ul><ul><li>Is Microsoft web 2.0 ?...
Web 1.0 <ul><li>Contents produced by big media companies </li></ul><ul><li>User is a lurker, a mere visitor </li></ul><ul>...
Web 2.0 <ul><li>Web as a platform </li></ul><ul><li>Harnessing collective intelligence </li></ul><ul><li>Data is the next ...
Summin’ Up <ul><li>Web 2.0 is the combination of: </li></ul><ul><li>Tools and technologies </li></ul><ul><li>Business mode...
1.  Markets are conversations.  2. Markets consist of human beings, not demographic sectors.  6.  The Internet is enabling...
The Long Tail theory – Chris Anderson  Online services carry far more inventory than traditional retailers. Rhapsody  offe...
We are the Social Media Social Media  are  online tools  and  practices  aimed to  share   experiences ,  opinions ,  crea...
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 <ul><li>Japanese is the #1 blogging language at 37% </li></ul><ul><li>English at 36%...
From blogs to social network <ul><li>Content has a social role ,it becomes a pretext to create social networks.  </li></ul...
Social Network in the world Every country has it’s own Social Network.  Culture is  the connection between Country and Soc...
MySpace <ul><li>Users : +11  million </li></ul><ul><li>Gender : 63% female, 36% male </li></ul><ul><li>Age :  </li></ul><u...
Facebook <ul><li>Users : +2.6 million </li></ul><ul><li>Gender : 63% female, 36% male </li></ul><ul><li>Age :  </li></ul><...
Social Network differences <ul><li>MySpace </li></ul><ul><ul><li>Presentation of desired identity </li></ul></ul><ul><ul><...
The New Power of the Consumer 2.0
Profiling the new consumer  <ul><li>Participation Ladder Study by Forrester Research </li></ul>
Creators  <ul><li>They post on blogs  </li></ul><ul><li>Create podcasts </li></ul><ul><li>Upload on YouTube </li></ul><ul>...
Critics <ul><li>They comment on blogs </li></ul><ul><li>Partecipate in forums </li></ul><ul><li>Rate movies or books  </li...
Collectors  <ul><li>They “social bookmark” favorite pages on de.licio.us </li></ul><ul><li>Use heavily RSS feeds </li></ul...
Joiners  <ul><li>They participate in Social Networking sites  (e.g. Facebook, MySpace) </li></ul><ul><li>Connect with frie...
Spectators  <ul><li>They consume contents </li></ul><ul><li>Read blogs </li></ul><ul><li>Watch videos on YouTube  </li></u...
Inactives  <ul><li>They do not participate in any kind of Social media activities on the Internet </li></ul>52% Source: Fo...
Is Microsoft Web 2.0 ? <ul><li>Some evidences: </li></ul><ul><ul><li>Microsoft Employees are Blogging </li></ul></ul><ul><...
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Web 2.0 An Introduction

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  • Transcript of "Web 2.0 An Introduction"

    1. 1. Web 2.0 – An introduction Vincenzo Cosenza [email_address] Blog: www.vincos.it Skype: vincos73
    2. 2. Agenda <ul><li>What is the Web 2.0 </li></ul><ul><li>Profiles of the new consumer </li></ul><ul><li>Is Microsoft web 2.0 ? </li></ul>
    3. 3. Web 1.0 <ul><li>Contents produced by big media companies </li></ul><ul><li>User is a lurker, a mere visitor </li></ul><ul><li>It’s difficult to create websites and web apps </li></ul><ul><li>Browsing from a PC is the only way to surf the web </li></ul>
    4. 4. Web 2.0 <ul><li>Web as a platform </li></ul><ul><li>Harnessing collective intelligence </li></ul><ul><li>Data is the next “intel inside” </li></ul><ul><li>End of the software release cycles </li></ul><ul><li>Lightweight Programming Models </li></ul><ul><li>Software Above the Level of a Single Device </li></ul><ul><li>Rich User Experience </li></ul>
    5. 5. Summin’ Up <ul><li>Web 2.0 is the combination of: </li></ul><ul><li>Tools and technologies </li></ul><ul><li>Business models </li></ul><ul><li>Social and cultural trends </li></ul><ul><li>Which drive the individual creation and sharing of contents on the Net </li></ul><ul><ul><ul><li>Web 1.0 was Commerce, </li></ul></ul></ul><ul><ul><ul><li>Web 2.0 is People </li></ul></ul></ul><ul><ul><ul><li>Ross Mayfield </li></ul></ul></ul>
    6. 6. 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
    7. 7. 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
    8. 8. We are the Social Media Social Media are online tools and practices aimed to share experiences , opinions , creations .
    9. 9. Web 2.0 overview...
    10. 10. … hundreds of web services
    11. 11. Media by type of interaction Many to Many Many to One One to Many One to One
    12. 12. Blogs 120 million weblogs worldwide <ul><li>Japanese is the #1 blogging language at 37% </li></ul><ul><li>English at 36%, </li></ul><ul><li>Chinese at 8% </li></ul><ul><li>Italian at 3% </li></ul>
    13. 13. From blogs to social network <ul><li>Content has a social role ,it becomes a pretext to create social networks. </li></ul><ul><li>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 . </li></ul>
    14. 14. Social Network in the world Every country has it’s own Social Network. Culture is the connection between Country and Social Network
    15. 15. MySpace <ul><li>Users : +11 million </li></ul><ul><li>Gender : 63% female, 36% male </li></ul><ul><li>Age : </li></ul><ul><ul><li>20% <18 yrs, </li></ul></ul><ul><ul><li>40% 18-25 yrs </li></ul></ul><ul><ul><li>27% 26-35 yrs, </li></ul></ul><ul><ul><li>7% 36-45 yrs, </li></ul></ul><ul><ul><li>6% >45 yrs </li></ul></ul><ul><li>% of users in other social network: </li></ul><ul><ul><li>15% are on Facebook </li></ul></ul><ul><ul><li>17% are on Hi5 , </li></ul></ul><ul><ul><li>9% are on Friendster </li></ul></ul><ul><ul><li>2% are on LinkedIn, </li></ul></ul><ul><ul><li>6% are on Plaxo </li></ul></ul>
    16. 16. Facebook <ul><li>Users : +2.6 million </li></ul><ul><li>Gender : 63% female, 36% male </li></ul><ul><li>Age : </li></ul><ul><ul><li>17% <18 yrs, </li></ul></ul><ul><ul><li>52% 18-25 yrs , </li></ul></ul><ul><ul><li>21% 26-35 yrs, </li></ul></ul><ul><ul><li>5% 36-45 yrs, </li></ul></ul><ul><ul><li>5% >45 yrs </li></ul></ul><ul><li>% of users in other social network : </li></ul><ul><ul><li>62% of FB users are on Myspace </li></ul></ul><ul><ul><li>22% are on Hi5 </li></ul></ul><ul><ul><li>10% are on Plaxo </li></ul></ul><ul><ul><li>9% are on Friendster </li></ul></ul><ul><ul><li>5% are on LinkedIn </li></ul></ul>
    17. 17. Social Network differences <ul><li>MySpace </li></ul><ul><ul><li>Presentation of desired identity </li></ul></ul><ul><ul><li>Meeting of new friends on center of interests </li></ul></ul><ul><ul><li>“ Monolog” space: additional applications are limited to personal space </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Presentation of a real identity </li></ul></ul><ul><ul><li>Extension of real friendships </li></ul></ul><ul><ul><li>“ Dialog” space: additional applications are developed to interact with other users </li></ul></ul>
    18. 18. The New Power of the Consumer 2.0
    19. 19. Profiling the new consumer <ul><li>Participation Ladder Study by Forrester Research </li></ul>
    20. 20. Creators <ul><li>They post on blogs </li></ul><ul><li>Create podcasts </li></ul><ul><li>Upload on YouTube </li></ul><ul><li>Create </li></ul><ul><li>Start Conversations </li></ul>13% Source: Forrester Research
    21. 21. Critics <ul><li>They comment on blogs </li></ul><ul><li>Partecipate in forums </li></ul><ul><li>Rate movies or books </li></ul><ul><li>Don’t Start Conversations, but participate </li></ul>19% Source: Forrester Research
    22. 22. Collectors <ul><li>They “social bookmark” favorite pages on de.licio.us </li></ul><ul><li>Use heavily RSS feeds </li></ul><ul><li>Create metadata around objects (e.g. tags) </li></ul>15% Source: Forrester Research
    23. 23. Joiners <ul><li>They participate in Social Networking sites (e.g. Facebook, MySpace) </li></ul><ul><li>Connect with friends and have formal social activities </li></ul><ul><li>Could be tomorrow’s Creators or Critics </li></ul>19% Source: Forrester Research
    24. 24. Spectators <ul><li>They consume contents </li></ul><ul><li>Read blogs </li></ul><ul><li>Watch videos on YouTube </li></ul><ul><li>Listen to podcasts </li></ul><ul><li>Spectators of the forum are called “Lukers” </li></ul>33% Source: Forrester Research
    25. 25. Inactives <ul><li>They do not participate in any kind of Social media activities on the Internet </li></ul>52% Source: Forrester Research
    26. 26. Is Microsoft Web 2.0 ? <ul><li>Some evidences: </li></ul><ul><ul><li>Microsoft Employees are Blogging </li></ul></ul><ul><ul><li>Live Strategy: software + services </li></ul></ul><ul><ul><li>Leveraging the Long Tail: X-Box Live Arcade </li></ul></ul><ul><ul><li>What do you think ? </li></ul></ul>
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