Web 3.0: X Marks the Spot (that keeps moving) Matt Corker (UBC) - Ryan Rodrigues (UWO)
Back in 2006… Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
Session Moderators <ul><li>Ryan Rodrigues </li></ul><ul><ul><li>Associate Director, Alumni Outreach </li></ul></ul><ul><ul...
Rules of the Road <ul><li>Keep your thoughts and opinions to yourself </li></ul><ul><li>Don’t ask any questions until we s...
What’s on Tap? <ul><li>Audience Preference </li></ul><ul><ul><ul><li>Web 2.0 Demystified </li></ul></ul></ul><ul><ul><ul><...
WEB 2.0 - DEMYSTIFIED
Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
Web 2.0 allows for…  <ul><li>Storytelling </li></ul><ul><ul><li>Sharing stories, memories, traditions, multimedia </li></u...
Landscape Analysis Intro Web 2.0 Mentality Strategy Web 3.0 Conclude Channel Knowledge Of Personal Use Professional Use Fr...
Terminology <ul><li>Facebook </li></ul><ul><ul><li>Friend </li></ul></ul><ul><ul><li>Group </li></ul></ul><ul><ul><li>Memb...
SOCIAL MEDIA PHILOSOPHIES
Everything I need to know, I learned from kindergarten <ul><li>Be curious </li></ul><ul><li>Listen to the person talking <...
Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
U.S. Airforce: How to respond <ul><li>Transparency – disclose connection to Airforce </li></ul><ul><li>Sourcing – include ...
SOCIAL MEDIA STRATEGY
Strategy Overview <ul><li>Ideal if it links to objective rather than channel </li></ul><ul><ul><li>Do you have a “brochure...
Strategy Process <ul><li>Do an environmental analysis  </li></ul><ul><ul><li>(thanks Google) </li></ul></ul><ul><li>Determ...
Map out channel strength Intro Web 2.0 Mentality Strategy Web 3.0 Conclude Website E-news Social Network Micro-blog Media ...
Metrics worth measuring <ul><li>Voluntary membership / readership </li></ul><ul><ul><li># followers, fans, friends, member...
WEB 3.0 PREDICTIONS
Various Approaches <ul><li>Eric Schmidt, CEO of Google, 2007: </li></ul><ul><ul><li>Era of  small ,  customizable  applica...
Web 2.0  vs.  Web 3.0  <ul><li>“ The document web” </li></ul><ul><li>Abundance of information </li></ul><ul><li>Controvers...
Keeping Up <ul><li>Complexity & Social Networks  –  http://www.iq.harvard.edu/blog/netgov   This multi-author blog offers ...
KEY MESSAGES
<ul><li>Learn the language of social media </li></ul><ul><ul><li>Terminology AND methodology </li></ul></ul><ul><li>Uphold...
Thanks for coming! <ul><li>Ryan: </li></ul><ul><ul><ul><li>Twitter: Ryan_Rodrigues </li></ul></ul></ul><ul><ul><ul><li>Fac...
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  • [ Play video] Times are changing at a rapid speed so we need to be able to not only keep up, but plan for what’s ahead. Want to cater our talk to our audience, so want to know where you sit on the technologically literate scale.
  • [Explain why we are presenting]
  • Have the option of two sets of rules, which do you prefer Interesting that when talking about being online, we set up the first set of rules for our participants – it doesn’t work offline, so why would it work online?
  • In true social media form, we will let the community decide what you want to talk about Web 2.0 – figuring out what the heck is currently going on Philosophies – what are some guiding principles to using social media and how are they being applied Strategy – how do you create a plan (with metrics) for this landscape Web 3.0 – what’s in the works
  • &amp;quot;Web 2.0&amp;quot; refers to a perceived second generation of web development and design, that facilitates communication, secure information sharing, interoperability, and collaboration on the World Wide Web. Ilustrates the shift we are seeing towards consumer control and well as the ability to contribute new or pulled information -“In the era of social media, people use technologies to get what they need from each other, not traditional institutions.” Charlene Li &amp; Josh Bernoff Groundswell: Winning in a World Transformed by Social Technologies (2008, Harvard UP)
  • -Social media and new technology is doing these 4 things (c: Social Signal) - Need to look at each technology as a channel to do all or some of these things
  • [Ask audience what type of school they are from] [Ask audience if they know about, use personally, or implement professionally any of the above] - Don’t worry if you don’t know these terms, we will go through them
  • -Need some guiding principles to help you understand how to use these
  • Asking questions is a better way to go than to make assumptions Listen and act on what people have suggested Remove the barriers to participate online – short, quick, easy to read, easy to forward, remarkable or funny Behind every page/profile is a person – we can’t connect with the brand, we connect with the people in the brand Best practices are not relevant Be reliable, honest, accurate Share the positive more than the negative, on your end and on the user end
  • -Many times we look at corporate entities for best practices because they have the money and don’t have to uphold certain ideals like institutions do -Secretary of State has interactive map to show where she was, is, and will be going -The US Airforce has 6000 bloggers as it is a great way to tell the stories and help keep the pilots and soldiers connected to home
  • -How do you mitigate negative feedback on these sites
  • -Need some guiding principles to help you understand how to use these
  • Shiny objects can attract attention, but strategy will grow results. Decide to choose technology that represents the right vehicle (old media or new) for the right message to the right audience. “Navigate new media with a map and a plan.”
  • -Fundraising = $, but other channels harder to measure -Page views and click throughs are good to see what people saw and were interested in, but need to show social capital features
  • -Need some guiding principles to help you understand how to use these
  • People take a look at different aspects of the next generation of the web Applications Contributors Data provided
  • BMJ Publishing Group Ltd 2008 http://archive.student.bmj.com/issues/08/03/editorials/095.php
  • -Need some guiding principles to help you understand how to use these
  • Web 3.0 - X Marks the Spot

    1. 1. Web 3.0: X Marks the Spot (that keeps moving) Matt Corker (UBC) - Ryan Rodrigues (UWO)
    2. 2. Back in 2006… Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    3. 3. Session Moderators <ul><li>Ryan Rodrigues </li></ul><ul><ul><li>Associate Director, Alumni Outreach </li></ul></ul><ul><ul><li>Gen X with an interest in social media </li></ul></ul><ul><li>Matt Corker </li></ul><ul><ul><li>Alumni Relations Manager, Students & Young Alumni </li></ul></ul><ul><ul><li>Raging millennial who loves being online </li></ul></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    4. 4. Rules of the Road <ul><li>Keep your thoughts and opinions to yourself </li></ul><ul><li>Don’t ask any questions until we say it’s ok </li></ul><ul><li>What is said in this room, stays in this room </li></ul><ul><li>OR </li></ul><ul><li>Share your ideas and thoughts with the whole group </li></ul><ul><li>Ask for clarification so we can keep you with us </li></ul><ul><li>Spread the word – online and offline! </li></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    5. 5. What’s on Tap? <ul><li>Audience Preference </li></ul><ul><ul><ul><li>Web 2.0 Demystified </li></ul></ul></ul><ul><ul><ul><li>Social Media Philosophies </li></ul></ul></ul><ul><ul><ul><li>Social Media Strategy </li></ul></ul></ul><ul><ul><ul><li>Web 3.0 Projection </li></ul></ul></ul><ul><li>Spark dialogue, debate, and new ideas </li></ul><ul><ul><ul><li>(No such thing as an expert in this field) </li></ul></ul></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    6. 6. WEB 2.0 - DEMYSTIFIED
    7. 7. Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    8. 8. Web 2.0 allows for… <ul><li>Storytelling </li></ul><ul><ul><li>Sharing stories, memories, traditions, multimedia </li></ul></ul><ul><li>Information Sharing </li></ul><ul><ul><li>Procedures, updates, news, opinions </li></ul></ul><ul><li>Connecting </li></ul><ul><ul><li>People, events, involvement opportunities </li></ul></ul><ul><li>Fundraising </li></ul><ul><ul><li>Converting affinity to $$ </li></ul></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    9. 9. Landscape Analysis Intro Web 2.0 Mentality Strategy Web 3.0 Conclude Channel Knowledge Of Personal Use Professional Use Free e-mail host (E.g. Gmail) Online Services (banking, 411, eBay) Document sharing (GoogleDocs, wikis) Social Network (Facebook, LinkedIn, NING) Multimedia sharing (YouTube, Flickr) Podcasts (iTunesU) Blogs / Micro-blogging (Blogspot, Twitter, Yammer) Social Bookmarking (Delicious) Online games
    10. 10. Terminology <ul><li>Facebook </li></ul><ul><ul><li>Friend </li></ul></ul><ul><ul><li>Group </li></ul></ul><ul><ul><li>Member </li></ul></ul><ul><ul><li>Page </li></ul></ul><ul><ul><li>Fan </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Follower </li></ul></ul><ul><ul><li>Tweet (reTweet) </li></ul></ul><ul><ul><li>Hashtag </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Tag </li></ul></ul><ul><ul><li>Embed </li></ul></ul><ul><ul><li>Post </li></ul></ul><ul><ul><li>Micro- </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Connection </li></ul></ul><ul><li>Other </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Podcast </li></ul></ul><ul><ul><li>Wiki </li></ul></ul><ul><ul><li>Widget </li></ul></ul><ul><ul><li>Lurker </li></ul></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    11. 11. SOCIAL MEDIA PHILOSOPHIES
    12. 12. Everything I need to know, I learned from kindergarten <ul><li>Be curious </li></ul><ul><li>Listen to the person talking </li></ul><ul><li>Make it easy to share with others </li></ul><ul><li>Be authentic </li></ul><ul><li>Trust others & allow them to trust you </li></ul><ul><li>Celebrate together </li></ul><ul><li>“It’s not all about you.” </li></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    13. 13. Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    14. 14. U.S. Airforce: How to respond <ul><li>Transparency – disclose connection to Airforce </li></ul><ul><li>Sourcing – include links to info </li></ul><ul><li>Timeliness – respond within hour/day </li></ul><ul><li>Tone – uphold the standard we set </li></ul><ul><li>Influence – focus on those with impact </li></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    15. 15. SOCIAL MEDIA STRATEGY
    16. 16. Strategy Overview <ul><li>Ideal if it links to objective rather than channel </li></ul><ul><ul><li>Do you have a “brochure strategy?” </li></ul></ul><ul><li>Each objective should allow you to be the “speaker” and your users to be the “speaker” too </li></ul><ul><li>Should highlight strengths, not weakness </li></ul><ul><li>Integration with existing communication channels and touch points will enhance the overall user experience </li></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    17. 17. Strategy Process <ul><li>Do an environmental analysis </li></ul><ul><ul><li>(thanks Google) </li></ul></ul><ul><li>Determine objectives/purpose of the strategy </li></ul><ul><li>Link engagement channels to objectives </li></ul><ul><li>Research, ideate and test – jump in! </li></ul><ul><li>Evaluate using defined metrics </li></ul><ul><li>Refine and repeat </li></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    18. 18. Map out channel strength Intro Web 2.0 Mentality Strategy Web 3.0 Conclude Website E-news Social Network Micro-blog Media Blog Wiki Story-telling X X X X Information Sharing X X X X X X X Connecting X X Fundraising X X X X
    19. 19. Metrics worth measuring <ul><li>Voluntary membership / readership </li></ul><ul><ul><li># followers, fans, friends, members / time </li></ul></ul><ul><ul><li>Subscribers to blog </li></ul></ul><ul><ul><li># of volunteer contributors </li></ul></ul><ul><li>Advocacy </li></ul><ul><ul><li># of moderators online that aren’t staff </li></ul></ul><ul><ul><li># of posts re: institution not by staff </li></ul></ul><ul><li>Peer connections </li></ul><ul><ul><li># of event attendees that staff didn’t invite </li></ul></ul><ul><ul><li>Applause: linking, reposting, reTweeting </li></ul></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    20. 20. WEB 3.0 PREDICTIONS
    21. 21. Various Approaches <ul><li>Eric Schmidt, CEO of Google, 2007: </li></ul><ul><ul><li>Era of small , customizable applications that are created and distributed solely by users </li></ul></ul><ul><li>Jason Calacanis, CEO of Mahalo, 2008: </li></ul><ul><ul><li>Experts will make web 2.0 platforms more reliable , controlled, and of higher quality </li></ul></ul><ul><li>Toodles, Tourism Keys Internet Marketing, 2009: </li></ul><ul><ul><li>The location-aware and moment- relevant internet </li></ul></ul><ul><ul><li>Much more artificial intelligence, data-mining , recommendations agents </li></ul></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    22. 22. Web 2.0 vs. Web 3.0 <ul><li>“ The document web” </li></ul><ul><li>Abundance of information </li></ul><ul><li>Controversial </li></ul><ul><li>“ The social web” </li></ul><ul><li>The second decade, 2000-9 </li></ul><ul><li>Google as catalyst </li></ul><ul><li>Wisdom of the crowds </li></ul><ul><li>Mashups, fragmentation integration, new tools </li></ul><ul><li>Search, search, search </li></ul><ul><li>Google’s Pagerank algorithm </li></ul><ul><li>Lawless, anarchic </li></ul><ul><li>Print and digital </li></ul><ul><li>“ The data web” </li></ul><ul><li>Control of information </li></ul><ul><li>No less controversial </li></ul><ul><li>“ The intelligent web” </li></ul><ul><li>The third decade, 2010-20 </li></ul><ul><li>Semantic web companies as catalyst </li></ul><ul><li>Wisdom of the expert </li></ul><ul><li>Why search, when you can find? </li></ul><ul><li>Ontologies, semantic systems </li></ul><ul><li>Standards, protocols, rules </li></ul><ul><li>Digital above all else </li></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    23. 23. Keeping Up <ul><li>Complexity & Social Networks – http://www.iq.harvard.edu/blog/netgov This multi-author blog offers “a forum for the discussion of the intertwined subjects of network analysis and complex systems theory” on a moderately technical level. </li></ul><ul><li>Inside Facebook – http://www.insidefacebook.com A blog tracking (and commenting on) regular changes and developments from the Facebook site. </li></ul><ul><li>LinkedIntelligence http://www.linkedintelligence.com A blog tracking (and commenting on) regular changes and developments to the LinkedIn networking web site. </li></ul><ul><li>Network Weaving – http://www.networkweaving.com/blog A blog written by three social network analysts, highlighting examples of the dynamics within and between organizational social networks. </li></ul><ul><li>Alumni Futures – http://www.alumnifutures.com A blog written by Andy Shaindlin, for professionals in higher education advancement & administration. </li></ul><ul><li>Mashable – http://www.mashable.com A blog written by many contributors about the latest trends and uses in online tools and technologies </li></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    24. 24. KEY MESSAGES
    25. 25. <ul><li>Learn the language of social media </li></ul><ul><ul><li>Terminology AND methodology </li></ul></ul><ul><li>Uphold your image online appropriately </li></ul><ul><li>Link a strategy (and metrics) to objectives rather than channels </li></ul><ul><li>Be ready to scrap this all tomorrow </li></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude
    26. 26. Thanks for coming! <ul><li>Ryan: </li></ul><ul><ul><ul><li>Twitter: Ryan_Rodrigues </li></ul></ul></ul><ul><ul><ul><li>Facebook and/or LinkedIn </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><li>Matt: </li></ul><ul><ul><ul><li>Blog: http://thatsacorker.ca </li></ul></ul></ul><ul><ul><ul><li>Twitter: thatsacorker </li></ul></ul></ul><ul><ul><ul><li>Facebook and/or LinkedIn </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul>Intro Web 2.0 Mentality Strategy Web 3.0 Conclude

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