A talk by Wayne MacPhail to the RTNA conference in Banff September 28-30, 2008

1. Social Media Unboxed
making sense the conversation,
the cloud and the Common Good
Wayne MacPhail
w8nc inc.

2. Overview
• What is Web 2.0?
• Key Concepts
• Outcomes
• Case Studies
• Conclusion
• Questions

3. What is Web 2.0?
marketing term

4. What is Web 2.0?
• encourages community and collaboration
• encourages shared content creation
• focusses on a single task
• clean, clear interface
• moves data and apps from desktop to Web

5. Key Concepts

6. Key Concepts
• The Tag
• Social Bookmarking
• RSS Feeds
• Embed Code
• Common Good
• Crystalization

7. The Tag

8. cellphone secondlife
Tags telephony sl

9. Bottom up
Taxonomy tags
top-down
keywords Folksonomy

10. heirarchical
organic!
tag
keyword

11. animal
domestic
farm pet
wild
hen dog cow

12. animal
domestic
farm pet dog
wild
hen dog cow dog wild dog
animal farm
domestic
dog

15. Social
Bookmarking

16. Social Bookmarking
• moves personal bookmarks
to public space
• makes use of tagging
• creates a collective intelligence and
collective editing
• makes use of RSS feeds

25. RSS
Feeds

26. RSS Feeds
Really Simple Syndication
It’s like an In Box
for the Web

27. RSS Feeds
Polls websites. Collects headlines. Delivers them to you.

39. Embed
Code

41. <embed />
<script src=quot;http://www.mogulus.com/scripts/player.js?
channel=therealnews&amp;bgcolor=0xE98010&amp;colo
r=0x999999&amp;showviewers=true&amp;width=440&
amp;height=375&amp;on=truequot; type=quot;text/javascriptquot;>
</script>

42. A couple more concepts, but first
What’s
social media?

43. Media
that encourages
conversation
community
collaborative content creation

44. Media
that depends on
The Common Good
and
Crystalization

45. The
Common
Good?

47. Common Good: Atoms

48. Common Good: Atoms

49. Common Good: Atoms

50. Common Good: Atoms

51. Common Good: Atoms

52. Common Good: Bits

53. Common Good: Bits

54. Common Good: Bits

55. Common Good: Bits

56. Common Good: Bits

57. So shouldn’t
selfishness rule?

58. It should.
But it doesn’t.

59. The Common Good you
want to create will only be
as rich as the common
good you see
in your community.

60. Crystalization

63. Key Concepts
• The Tag
• Social Bookmarking
• RSS Feeds
• Embed Code
• Common Good
• Crystalization

64. Outcomes
• Collaborative Content
• Community
• Conversation
• Author/Audience Union

65. Case Studies

66. ning.com

67. Online Journalism
University of Western Ontario

71. projectforum.com

72. ensemble
Alzheimer Society of Ontario

85. AwayF ro mH
er ...
Using RSS feeds
How Bra
ASOONT
in Prot
ein ...
d ...
es Ad
Gam
Video
s...
raw
gD
arin
He

86. Putting it Together
RSS Feed based on ASOONT tag
Hearing Draws...
Video Games Add...
How Brain Protein ...
Away From Her ...

88. Take Aways
• Focus on concepts not applications
• Have faith in the common good
• Build community and conversation
• Practise crystalization
• Live in the future
• Be bold, take chances

89. Thank you
for your
kind attention.
Questions?