Web. 3.0:The wave that follows social:Marketing App Adoption<br />Dave Wienekewww.usefularts.us@usefularts<br />Director o...
“<br />The magnitude of tech revolutions is measured in behavior change. <br />”<br />Dave Wieneke – www.usefularts.us<br />
Where I’m Coming From<br />Dave Wienekehttp://www.usefularts.us@usefularts<br />Sokolove Law – 21st Century Law Firm:<Mark...
What’s really in a name?<br />Dave Wieneke – www.usefularts.us<br />
Today’s Flight Plan<br />Web 3.0 in a Nutshell<br />Market Insights<br />Forces for Change<br />Examples from NY Times,Dis...
Web 1.0<br />Web 2.0<br />Web 3.0<br />Apps & Data Sharing<br />Site in HTML<br />CMS & Widgets<br />Web 1.0<br />Web 2.0<...
Interaction Changes in Each Phase<br />Info / Transaction<br />Connect w/ Others<br />Do Things With Data<br />Used with p...
Dave’s 3D’s of Change<br />Delivery<br />Design<br />Data<br />SeparateDigital UX<br />Apps notPages<br />Web 1.0<br />Web...
What Do *You* Need More Of?<br />Access to More Information?<br />Invitations to be a ‘friend’?<br />Technology that can h...
Media Doesn’t Die – It Reconfigures.<br />Printing<br />Radio<br />Usenet<br />Recorded Music<br />Billboards<br />Handbil...
11<br />http://www.realwire.com/release_detail.asp?ReleaseID=8847<br />
12<br />
Delivery Planning Comes First<br />Delivery of experience is now the starting point of design.  Customer experience requir...
Apple iPhone & iTouch & iPad Ramp – The Likes of Which We Haven’t Seen Before<br />120<br />~120MM+<br />Mobile Internet<b...
Communications, Convenience, Consumption<br />15<br />
End of PC Dominance<br />3 Million iPads sold in first 80 days.<br />Forrester: 80 million units by 2015.<br />Multiple an...
App Sales: $150 Billion by 2014<br />Gartner projects mobile app sales: <br />	2010: sales topped $5.2bn <br />	2011: expl...
Half of Smart Phone Net Use is Already Apps <br />53%<br />50%<br />47%<br />Browsers<br />Apps<br />Browsers<br />Apps<br...
Behavior Difference: Sharing<br />19<br />
Behavior Difference: Pay for UX/Content<br />Greater Willingness to Pay!<br />17.5<br />14.2<br />20% Decline<br />Source:...
Accelerates Media Conversion<br />USC Center for the Digital Future<br />TV / Video Consumption to Skyrocketto 50hrs per w...
Behavior & Business Change: TV<br />Dave Wieneke – www.usefularts.us<br />
Publishers Leverage Audience<br />Dave Wieneke – www.usefularts.us<br />
“<br />Change happens in unexpected transformative bursts.<br />”<br />- Thomas KuhnThe Structure of Scientific Revolution...
Interaction Changes in Each Phase<br />Info / Transaction<br />Connect w/ Others<br />Do Things With Data<br />Used with p...
2007: Web 3.0 is a Mess Display, Data, and Distribution Factors…<br />Dave Wieneke – www.usefularts.us<br />
2008: Modernista! Net Replaces Brand Homepage<br />Dave Wieneke – www.usefularts.us<br />
2008: Branded Desktop Apps are Relationship Pipes.<br />Dave Wieneke – www.usefularts.us<br />
Hyundai Equus<br />“Relationship pipe” to owners.<br /><ul><li>Improve ownership experience.
Streamline service orders.
More active two way communication.
See how manuals are really used.
Sell position to related services.
Potential future interactions with auto telemetry.</li></ul>Dave Wieneke – www.usefularts.us<br />
Interaction Changes in Each Phase<br />Info / Transaction<br />Connect w/ Others<br />Do Things With Data<br />Used with p...
2009: What is Twitter?<br />Is Twitter a website?<br />Dave Wieneke – www.usefularts.us<br />
Is Twitter a Website?<br />Yep, but just a little.<br />Non-web interfaces<br />Influence Map<br />Datasource<br />Dave Wi...
2010: Search by Social “Likes”<br />Dave Wieneke – www.usefularts.us<br />
Site Structure<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Apps & Data Sharing<br />Site in HTML<br />CMS & Widgets<br />W...
Challenge<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Digitization<br />Socialization<br />Integration<br />Web 2.0<br />W...
Technology<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />HTML Apache<br />RSS<br />LAMP Stack<br />XML, HTML5, RDF (Semantic...
Legal Hurdle<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Copyright  & Fair Use<br />CDA 230 Safe Harbor<br />Privacy<br />...
Primary Unit<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Page<br />Site<br />Session<br />Web 2.0<br />Web 1.0<br />Web 3....
Benefit<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Info / Order<br />People Connect<br />Do Things<br />Web 2.0<br />Web ...
Web 1.0<br />Hierarchy<br />Web 2.0<br />Web 3.0<br />Peer<br />Influence<br />Hierarchy<br />Web 1.0<br />Web 2.0<br />We...
Bogus Measure<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Hits<br />Followers<br />Downloads<br />Web 2.0<br />Web 1.0<br ...
Better Measure<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Visits, PV, Leads<br />Impact<br />Hours, <br />Rev.<br />Web 2...
Business Model<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />E-commerce(Pets.com)<br />Search, Ads, Cont(Google + Huffpo.)<b...
User Desire<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Look at Me.<br />Like Me.<br />Do Something.<br />Web 2.0<br />Web...
Customer Relationship<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Author, Store<br />Community<br />Platform<br />Web 2.0<...
Web “Phases” Aren’t Just One Thing.<br />Dave Wieneke – www.usefularts.us<br />
Wired Magazine<br />Dave Wieneke – www.usefularts.us<br />
New Interfaces vis Data (NYT)<br />Dave Wieneke – www.usefularts.us<br />
Old: content to delivery model<br />Content Enrichment is Ongoing<br />Write <br />Post<br />Archive<br />New: content enr...
Audience Distribution is Changing<br />Percentage of Traffic to Top 10 Sites<br />100%<br />75%<br />50%<br />25%<br />0%<...
Platforms are the New Networks (Think Like a Broadcaster)<br />Netflix20% of all prime time fixed line traffic.<br />Faceb...
Platforms Will Provide Uniformity<br />Web 3.0<br />Utilities<identity, payment, analytics, IM, voice?><br />Integration<s...
A Law Firm Called MoFo<br />Dave Wieneke – www.usefularts.us<br />
Accident Partner<br />Helps organize and record data, photographs, and facts about the accident. <br />Provides reminders ...
Takes data feeds from HHS on                                               troubled nursing homes, and                    ...
You Are Not the Target Market<br />http://tpdsaa.tumblr.com<br />
Reasons Not to Jump to Apps<br />Reliance on API’s, or even OS’s (iOS) creates platform dependencies.<br />Got Flash?<br /...
Reasons Not to Jump to Apps<br />HTML5 can provide more non-page experiences which are app-like.<br />Dave Wieneke – www.u...
Reasons Not to Jump to Apps<br />With great integration comes decreasing privacy and control.<br />Dave Wieneke – www.usef...
What This Means to Firms<br />Users Will Have Greater UX Expectations<br />
Browser Sophistication is Accelerating<br />Gap Narrows From Web to Applications<br />http://radar.oreilly.com/2009/05/goo...
New Marketing Skill Mix<br />We Need a new savant skill set in Brand<br />Experience, Product Development, and IT.<br />ht...
Good Marketing Changes Markets<br />Some Things We’re Good at Will Decline.<br />Corporate home page as relationship hub.<...
Taking 1st Steps Toward App UX<br />64<br />“Derivative Use” - iSites<br />“Adaptive Use” -  Zmags<br />“Product Developme...
Use a Bold New Canvas<br />
Scale is Rewarded<br />
Learning Goes to First Movers<br />
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Web3.0: The App Experience Revolution

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A bold look at how audiences are embracing richer online experiences, and what this means to media and marketing firms.

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  • Change vectors
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Web3.0 (the app revolution) is About Specialized Action.Do You Need More Info in Your Life?Do You Need to Discover More Relationships?Do You Want Technology to Help You Get Stuff Done
  • The way we use media changes!!! (bedtime start study, cut the cable, movie anywhere.)
  • In 2006 17% of pages in Japan were served on mobile device, today that’s 84%, and only 16% are desktop. – If you care about mobile, this chart is profound. Apple changed the game with iPod, offering a vertically integrated solution which married hardware, software and content into one seamless ecosystem. Apple&apos;s iPod caused a major disruption in the marketplace. iPhone and iPad are driving a larger trend, but I’ll share specific data on these devices later in the presentation.
  • This is the first time in thirty years that a non-wintel product has eroded PC market size.
  • This would put it on footing with GE’s current sales level. GE is 157M rev today.
  • Note willingness to pay
  • The consumer mobile space has a fragmented reality.Blackberry and iPhone still rule – Pad is explosive.Android: 4% - 12% Kindell 7% - 11% Pad 6% - 24%
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • Okay, here’s what we want to talk about
  • “Think like a publisher” is *so* five years ago
  • Web3.0: The App Experience Revolution

    1. 1. Web. 3.0:The wave that follows social:Marketing App Adoption<br />Dave Wienekewww.usefularts.us@usefularts<br />Director of Digital Marketing<br />Sokolove Law<br />
    2. 2. “<br />The magnitude of tech revolutions is measured in behavior change. <br />”<br />Dave Wieneke – www.usefularts.us<br />
    3. 3. Where I’m Coming From<br />Dave Wienekehttp://www.usefularts.us@usefularts<br />Sokolove Law – 21st Century Law Firm:<Marketing Dept of 50 = 20,000 open cases at a time.><br />Thomson Reuters: B2B Revenue & Relationships.<br />Christian Science Monitor: Digital World News.<br />Managed two start-ups, ran .govs in two states.<br />Dave Wieneke – www.usefularts.us<br />
    4. 4. What’s really in a name?<br />Dave Wieneke – www.usefularts.us<br />
    5. 5. Today’s Flight Plan<br />Web 3.0 in a Nutshell<br />Market Insights<br />Forces for Change<br />Examples from NY Times,Disney, Vale, Hundui…<br />Getting Started &Contrary Indications<br />http://www.foreflight.com<br />Dave Wieneke – www.usefularts.us<br />
    6. 6. Web 1.0<br />Web 2.0<br />Web 3.0<br />Apps & Data Sharing<br />Site in HTML<br />CMS & Widgets<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />Three Web Eras<br />
    7. 7. Interaction Changes in Each Phase<br />Info / Transaction<br />Connect w/ Others<br />Do Things With Data<br />Used with permission from Miko Coffey<br />Dave Wieneke – www.usefularts.us<br />
    8. 8. Dave’s 3D’s of Change<br />Delivery<br />Design<br />Data<br />SeparateDigital UX<br />Apps notPages<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />XML, HTML5, RDF (Interoperability)<br />Dave Wieneke – www.usefularts.us<br />
    9. 9. What Do *You* Need More Of?<br />Access to More Information?<br />Invitations to be a ‘friend’?<br />Technology that can help you do specialized tasks?<br />-> Changes in Delivery, Design and Data allow “easy” technology to fit in to your life.<br />Dave Wieneke – www.usefularts.us<br />
    10. 10. Media Doesn’t Die – It Reconfigures.<br />Printing<br />Radio<br />Usenet<br />Recorded Music<br />Billboards<br />Handbills<br />Webpages<br />FTP<br />Walled Gardens<br />Dave Wieneke – www.usefularts.us<br />
    11. 11. 11<br />http://www.realwire.com/release_detail.asp?ReleaseID=8847<br />
    12. 12. 12<br />
    13. 13. Delivery Planning Comes First<br />Delivery of experience is now the starting point of design. Customer experience requires multi-target thinking.<br />Dave Wieneke – www.usefularts.us<br />
    14. 14. Apple iPhone & iTouch & iPad Ramp – The Likes of Which We Haven’t Seen Before<br />120<br />~120MM+<br />Mobile Internet<br />iPhone + iTouch + iPad<br />Launched 6/07<br />100<br />Desktop Internet<br />Netscape*<br />Launched 12/94<br />80<br />Subscribers (MM)<br />60<br />Mobile Internet<br />NTT docomoi-mode<br />Launched 6/99<br />~32MM<br />40<br />Desktop Internet<br />AOL*<br />v. 2.0 Launched 9/94<br />~27MM<br />20<br />~9MM<br />Q1<br />Q3<br />Q5<br />Q7<br />Q9<br />Q11<br />Q13<br />Q15<br />Q17<br />Q19<br />Quarters Since Launch<br />iPhone + iTouch<br />NTT docomoi-mode<br />AOL<br />Netscape<br />Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimates ~65MM+ netbooks have shipped in first 11 quarters since launch (10/07). <br />Source: Company Reports, Morgan Stanley Research Data as of CQ3:10<br />Morgan Stanley<br />Dave Wieneke – www.usefularts.us<br />
    15. 15. Communications, Convenience, Consumption<br />15<br />
    16. 16. End of PC Dominance<br />3 Million iPads sold in first 80 days.<br />Forrester: 80 million units by 2015.<br />Multiple analysts predict tablets will pass PC’s in 3-5 years.<br />IDC & Gartner show PC sales eroding (4.8-6.6%) <br />Goldman Sachs predicts tablets will cannibalize one in three US PC sales this year.<br />http://online.wsj.com/article/PR-CO-20110112-907810.html<br />http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=229000646<br />Dave Wieneke – www.usefularts.us<br />
    17. 17. App Sales: $150 Billion by 2014<br />Gartner projects mobile app sales: <br /> 2010: sales topped $5.2bn <br /> 2011: explosion to $15.1bn. <br /> 2014: Exponential growth to $150bn<br />Stephanie BaghdassarianResearch Director at Gartner<br />= $65Bn annual sales.<br />= $62Bn annual sales.<br />http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686<br />http://www.microsoft.com/presspass/inside_ms.mspx<br />Dave Wieneke – www.usefularts.us<br />
    18. 18. Half of Smart Phone Net Use is Already Apps <br />53%<br />50%<br />47%<br />Browsers<br />Apps<br />Browsers<br />Apps<br />Source: Outsell<br />Dave Wieneke – www.usefularts.us<br />
    19. 19. Behavior Difference: Sharing<br />19<br />
    20. 20. Behavior Difference: Pay for UX/Content<br />Greater Willingness to Pay!<br />17.5<br />14.2<br />20% Decline<br />Source: Outsell<br />Dave Wieneke – www.usefularts.us<br />
    21. 21. Accelerates Media Conversion<br />USC Center for the Digital Future<br />TV / Video Consumption to Skyrocketto 50hrs per week.<br />Upends power structure of ad-driven broadcast tv.<br />Dave Wieneke – www.usefularts.us<br />
    22. 22. Behavior & Business Change: TV<br />Dave Wieneke – www.usefularts.us<br />
    23. 23. Publishers Leverage Audience<br />Dave Wieneke – www.usefularts.us<br />
    24. 24. “<br />Change happens in unexpected transformative bursts.<br />”<br />- Thomas KuhnThe Structure of Scientific Revolutions 1962<br />Dave Wieneke – www.usefularts.us<br />
    25. 25. Interaction Changes in Each Phase<br />Info / Transaction<br />Connect w/ Others<br />Do Things With Data<br />Used with permission from Miko Coffey<br />Dave Wieneke – www.usefularts.us<br />
    26. 26. 2007: Web 3.0 is a Mess Display, Data, and Distribution Factors…<br />Dave Wieneke – www.usefularts.us<br />
    27. 27. 2008: Modernista! Net Replaces Brand Homepage<br />Dave Wieneke – www.usefularts.us<br />
    28. 28. 2008: Branded Desktop Apps are Relationship Pipes.<br />Dave Wieneke – www.usefularts.us<br />
    29. 29. Hyundai Equus<br />“Relationship pipe” to owners.<br /><ul><li>Improve ownership experience.
    30. 30. Streamline service orders.
    31. 31. More active two way communication.
    32. 32. See how manuals are really used.
    33. 33. Sell position to related services.
    34. 34. Potential future interactions with auto telemetry.</li></ul>Dave Wieneke – www.usefularts.us<br />
    35. 35. Interaction Changes in Each Phase<br />Info / Transaction<br />Connect w/ Others<br />Do Things With Data<br />Used with permission from Miko Coffey<br />Dave Wieneke – www.usefularts.us<br />
    36. 36. 2009: What is Twitter?<br />Is Twitter a website?<br />Dave Wieneke – www.usefularts.us<br />
    37. 37. Is Twitter a Website?<br />Yep, but just a little.<br />Non-web interfaces<br />Influence Map<br />Datasource<br />Dave Wieneke – www.usefularts.us<br />
    38. 38. 2010: Search by Social “Likes”<br />Dave Wieneke – www.usefularts.us<br />
    39. 39. Site Structure<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Apps & Data Sharing<br />Site in HTML<br />CMS & Widgets<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    40. 40. Challenge<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Digitization<br />Socialization<br />Integration<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    41. 41. Technology<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />HTML Apache<br />RSS<br />LAMP Stack<br />XML, HTML5, RDF (Semantic Web)<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    42. 42. Legal Hurdle<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Copyright & Fair Use<br />CDA 230 Safe Harbor<br />Privacy<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    43. 43. Primary Unit<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Page<br />Site<br />Session<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    44. 44. Benefit<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Info / Order<br />People Connect<br />Do Things<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    45. 45. Web 1.0<br />Hierarchy<br />Web 2.0<br />Web 3.0<br />Peer<br />Influence<br />Hierarchy<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    46. 46. Bogus Measure<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Hits<br />Followers<br />Downloads<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    47. 47. Better Measure<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Visits, PV, Leads<br />Impact<br />Hours, <br />Rev.<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    48. 48. Business Model<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />E-commerce(Pets.com)<br />Search, Ads, Cont(Google + Huffpo.)<br />SubscriptionFreemium, Data…(netflix, twitter, wired)<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    49. 49. User Desire<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Look at Me.<br />Like Me.<br />Do Something.<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    50. 50. Customer Relationship<br />Web 1.0<br />Web 2.0<br />Web 3.0<br />Author, Store<br />Community<br />Platform<br />Web 2.0<br />Web 1.0<br />Web 3.0<br />Dave Wieneke – www.usefularts.us<br />
    51. 51. Web “Phases” Aren’t Just One Thing.<br />Dave Wieneke – www.usefularts.us<br />
    52. 52. Wired Magazine<br />Dave Wieneke – www.usefularts.us<br />
    53. 53. New Interfaces vis Data (NYT)<br />Dave Wieneke – www.usefularts.us<br />
    54. 54. Old: content to delivery model<br />Content Enrichment is Ongoing<br />Write <br />Post<br />Archive<br />New: content enriched toward app experience<br />Enrichment<br />Analytics<br />Post<br />Programmatic calls,behavioral enrichment<br />Tagging, auto links,production enrichment<br />Write <br />Delivery<br />Dave Wieneke – www.usefularts.us<br />
    55. 55. Audience Distribution is Changing<br />Percentage of Traffic to Top 10 Sites<br />100%<br />75%<br />50%<br />25%<br />0%<br />2001<br />2006<br />2010<br />Source: Complete data presented in Wired Aug 2010<br />Dave Wieneke – www.usefularts.us<br />
    56. 56. Platforms are the New Networks (Think Like a Broadcaster)<br />Netflix20% of all prime time fixed line traffic.<br />Facebook<br />620MM Users+51% YY<br />Apple iVerse<br />120 MM Users<br />+111% YY<br />Google940 MM Users<br />+11% YY<br />Dave Wieneke – www.usefularts.us<br />
    57. 57. Platforms Will Provide Uniformity<br />Web 3.0<br />Utilities<identity, payment, analytics, IM, voice?><br />Integration<standards matter><br />Centralization<audience platforms><br />Purpose Driven<br />Dave Wieneke – www.usefularts.us<br />
    58. 58. A Law Firm Called MoFo<br />Dave Wieneke – www.usefularts.us<br />
    59. 59. Accident Partner<br />Helps organize and record data, photographs, and facts about the accident. <br />Provides reminders on dealing with investigators, insurance cos. and lawyers.<br />May even be reimbursable in your claim!<br />Dave Wieneke – www.usefularts.us<br />
    60. 60. Takes data feeds from HHS on troubled nursing homes, and related news, provides checklists and info for selection.<br />It helps children record conditions, take notes, remember staff, randomize visits.<br />It shares news and insights from other users (is there a trend in a facility.)<br />It provides the questions to ask if something is “going wrong”.<br />Funded by: vendors, users, advertisers, facilities <br />Concept App (Elder Home Radar)<br />Dave Wieneke – www.usefularts.us<br />
    61. 61. You Are Not the Target Market<br />http://tpdsaa.tumblr.com<br />
    62. 62. Reasons Not to Jump to Apps<br />Reliance on API’s, or even OS’s (iOS) creates platform dependencies.<br />Got Flash?<br />My Marketing is<br />Dave Wieneke – www.usefularts.us<br />
    63. 63. Reasons Not to Jump to Apps<br />HTML5 can provide more non-page experiences which are app-like.<br />Dave Wieneke – www.usefularts.us<br />
    64. 64. Reasons Not to Jump to Apps<br />With great integration comes decreasing privacy and control.<br />Dave Wieneke – www.usefularts.us<br />
    65. 65. What This Means to Firms<br />Users Will Have Greater UX Expectations<br />
    66. 66. Browser Sophistication is Accelerating<br />Gap Narrows From Web to Applications<br />http://radar.oreilly.com/2009/05/google-bets-big-on-html-5.html<br />
    67. 67. New Marketing Skill Mix<br />We Need a new savant skill set in Brand<br />Experience, Product Development, and IT.<br />http://www.chiefmartec.com/<br />
    68. 68. Good Marketing Changes Markets<br />Some Things We’re Good at Will Decline.<br />Corporate home page as relationship hub.<br />Platforms & time are decaying eMail.<br />50 cent words obscure brand experience. <br />
    69. 69. Taking 1st Steps Toward App UX<br />64<br />“Derivative Use” - iSites<br />“Adaptive Use” - Zmags<br />“Product Development” – Several effective agencies.<br />
    70. 70. Use a Bold New Canvas<br />
    71. 71. Scale is Rewarded<br />
    72. 72. Learning Goes to First Movers<br />
    73. 73. Take Aways<br />Web3.0 is About Specialized Action.<br />User Experience Starts With Delivery Plan.<br />Platforms are the New Power Brokers.<br />Interoperability is the New Currency.<br />Privacy, and Control Issues Exist.<br />Brand Lift and Learning Go to Those Who Try<br />Dave Wieneke – www.usefularts.us<br />
    74. 74. Kate Ray’s Web3.0 Videohttp://usefularts.us/2010/09/21/web3-0-at-podcamp/<br />Web3.0 Everything Becomes Everything Elsehttp://usefularts.us/2010/09/25/web3-0-podcamp-boston/<br />Ned May, Outsell Mobile and Tablet Research Nov. 2010<br />Resources<br />Dave Wieneke – www.usefularts.us<br />
    75. 75. Thanks and Credits<br />Mary Meeker :: Web2.0 Preso<br />Scott Brinker :: CEO ION Interactive<br />Miko Coffey :: Web 3.0 Illustration<br />Chris Anderson & Michael Wolff :: Wired Magazine<br />Ned May :: Outsell Data<br />Dave Wieneke – www.usefularts.us<br />
    76. 76. Thanks – Please Fill Out Reviews<br />Web. 3.0:The wave that follows social:Marketing App Adoption<br />Tweet: @usefulartsBlog: www.usefularts.usEmail: strategy2.0@gmail.com<br />Special thanks to the digital marketing team at Sokolove Law,and to the fantastic community at Podcamp Western Mass.<br />* Disclaimer: opinions expressed are mine, trademarks belong to their respective owners.<br />I’m not a lawyer but I help market them on tv. This presentation contains no legal advice or opinions.<br />

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