It‘s the others, stupid. An introduction to the new, social web
Hi! We are Neue Digitale / Razorfish
Razorfish No 1 digital network worldwide. 2,300 employees in 24 offices in NYC, Shanghai, L.A., Tokyo, Berlin, Frankfurt, ...
The definition of definition: “ A definition is a statement of the meaning of a word or phrase.”
Excuse me…what is Web 2.0?

Web 2.0 is not User Gen
Web 2.0 is not Myspace
Web 2.0 is not Secondlife
is not a hype
is not a new, updated version of the internet
Web 2.0 is a concept.  A concept which is nothing but a social revolution.
Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those t...
Tim O‘Reilly, 2005: “ Web 2.0 is the  network as platform , spanning all connected devices; Web 2.0 applications are those...
Websites are irrelevant. Data is not. Web 2.0 makes data portable…and brings it to iPhones, MP3 players, websites, widgets...
Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those t...
Web 2.0 harnesses collective intelligence. It uses the power of many to improve itself, to share and optimize information,...
Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those t...
Data is free. It´s not bound to a certain form, it can be exchanged, restructured and recombined.
Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those t...
Everyone can take part in this new democratic understanding of media. Do whatever you want – open up a private TV channel,...
Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those t...
Web 2.0 is about solutions, fun, easy use, cool new services…not about prolonging established media into the web.
 
 
So, why a revolution?
Gutenberg invented the one big message.
Web 2.0 replaces the one big message with millions of little conversations. Now Everywhere In China In Europe In Blogs On ...
Cluetrain Manifesto, 1999: “ Markets are conversations.”
 
 
And where do we find those conversations?
 
But this world is changing in hyperspeed.
Brands?  My buddies tell me what to buy and where.
Common wisdom?  Free Wikipedia is as good as the famous Encyclopedia Britannica.
Age? Nothing but a number.
Email?  We have Twitter.
iPhone?  You can also call up people with it, can‘t you?
The Web isn‘t  `I turn on the computer to get online‘  anymore. It‘s virtually everywhere and it‘s changing constantly. Un...
+ = Fail guarantee: Underestimate your opponents Punshing a pseudo web 2.0 campaign with the Chevy Tahoe „ We deforested t...
= Korea, 2003 Germany, 2007 Fail guarantee: Be the last to move How Cyworld burned 3.5 million euros by copying a succesfu...
+ + = Fail guarantee: Bribe bloggers No, I understand, Microsoft. They needed the Laptops to try out Vista….
Fail guarantee: Make your users hate you By pretending you‘re a mobile virus
Classic advertising cannot be ‚made‘ social just by uploading it to Youtube. Branding in a social sphere is much more dema...
Concept 1: Merging Marketing and Art Nine Inch Nails Year Zero campaign
Concept 2: Get grassrooty The social Barack Obama campaign
Concept 3: Social dressing Shirt design and sales through crowdsourcing mechanisms
Concept 4: Get local Brightkite + = Location based communication
This whole process is a revolution in our society. But it‘s a completely new universe in brand communication.
„ Propaganda ends  where dialogue begins“
These 1 <ul><li>Worum geht es eigentlich? </li></ul>And this dialogue is not made of consumers anymore…but users…
… users who are active, intelligent and aren‘t at all loyal to brands.
Once brands defined who they are and how they wanted to be perceived…
… that‘s long ago.
No, social media is not just one more channel…
… it‘s a new way how we interact -  worldwide.
As advertisers we believed in the perfect show…
… while everybody else had a chat and got a beer from the fridge.
The age of classic branding ends now.
Welcome the era of democratic brand management.
In this new era of brand management the key challenge for marketers will be to keep the balance between guiding a brand an...
 
More here… <ul><li>Gerald Hensel, Neue Digitale </li></ul><ul><li>Mail: gerald.hensel@neue-digitale.de </li></ul><ul><li>T...
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Introduction to Social Media

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  • Introduction to Social Media

    1. 1. It‘s the others, stupid. An introduction to the new, social web
    2. 2. Hi! We are Neue Digitale / Razorfish
    3. 3. Razorfish No 1 digital network worldwide. 2,300 employees in 24 offices in NYC, Shanghai, L.A., Tokyo, Berlin, Frankfurt, London, Paris…and a couple of other cool places. Creative agency for digital Marketing Razorfish Our agency in Germany and abroad
    4. 4. The definition of definition: “ A definition is a statement of the meaning of a word or phrase.”
    5. 5. Excuse me…what is Web 2.0?
    6. 6.
    7. 7. Web 2.0 is not User Gen
    8. 8. Web 2.0 is not Myspace
    9. 9. Web 2.0 is not Secondlife
    10. 10. is not a hype
    11. 11. is not a new, updated version of the internet
    12. 12. Web 2.0 is a concept. A concept which is nothing but a social revolution.
    13. 13. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an &quot;architecture of participation,&quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
    14. 14. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform , spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an &quot;architecture of participation,&quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
    15. 15. Websites are irrelevant. Data is not. Web 2.0 makes data portable…and brings it to iPhones, MP3 players, websites, widgets, fridges, e-books, consoles, the POS or to a digital billboard.
    16. 16. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it , consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an &quot;architecture of participation,&quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
    17. 17. Web 2.0 harnesses collective intelligence. It uses the power of many to improve itself, to share and optimize information, to collaborate.
    18. 18. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources , including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an &quot;architecture of participation,&quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
    19. 19. Data is free. It´s not bound to a certain form, it can be exchanged, restructured and recombined.
    20. 20. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an “architecture of participation,&quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
    21. 21. Everyone can take part in this new democratic understanding of media. Do whatever you want – open up a private TV channel, blog, podcast…you name it.
    22. 22. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an &quot;architecture of participation,&quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences .”
    23. 23. Web 2.0 is about solutions, fun, easy use, cool new services…not about prolonging established media into the web.
    24. 26. So, why a revolution?
    25. 27. Gutenberg invented the one big message.
    26. 28. Web 2.0 replaces the one big message with millions of little conversations. Now Everywhere In China In Europe In Blogs On Myspace Sex Apple Birth Tools Youtube Now Here There There Smart Pod-casts Mobile About shopping Dumb On Face-book Cool. Isn‘t it?
    27. 29. Cluetrain Manifesto, 1999: “ Markets are conversations.”
    28. 32. And where do we find those conversations?
    29. 34. But this world is changing in hyperspeed.
    30. 35. Brands? My buddies tell me what to buy and where.
    31. 36. Common wisdom? Free Wikipedia is as good as the famous Encyclopedia Britannica.
    32. 37. Age? Nothing but a number.
    33. 38. Email? We have Twitter.
    34. 39. iPhone? You can also call up people with it, can‘t you?
    35. 40. The Web isn‘t `I turn on the computer to get online‘ anymore. It‘s virtually everywhere and it‘s changing constantly. Unfortunately many ad people haven‘t changed…by now.
    36. 41. + = Fail guarantee: Underestimate your opponents Punshing a pseudo web 2.0 campaign with the Chevy Tahoe „ We deforested the hills…“ „ You‘re god“
    37. 42. = Korea, 2003 Germany, 2007 Fail guarantee: Be the last to move How Cyworld burned 3.5 million euros by copying a succesful first mover concept
    38. 43. + + = Fail guarantee: Bribe bloggers No, I understand, Microsoft. They needed the Laptops to try out Vista….
    39. 44. Fail guarantee: Make your users hate you By pretending you‘re a mobile virus
    40. 45. Classic advertising cannot be ‚made‘ social just by uploading it to Youtube. Branding in a social sphere is much more demanding…and fun.
    41. 46. Concept 1: Merging Marketing and Art Nine Inch Nails Year Zero campaign
    42. 47. Concept 2: Get grassrooty The social Barack Obama campaign
    43. 48. Concept 3: Social dressing Shirt design and sales through crowdsourcing mechanisms
    44. 49. Concept 4: Get local Brightkite + = Location based communication
    45. 50. This whole process is a revolution in our society. But it‘s a completely new universe in brand communication.
    46. 51. „ Propaganda ends where dialogue begins“
    47. 52. These 1 <ul><li>Worum geht es eigentlich? </li></ul>And this dialogue is not made of consumers anymore…but users…
    48. 53. … users who are active, intelligent and aren‘t at all loyal to brands.
    49. 54. Once brands defined who they are and how they wanted to be perceived…
    50. 55. … that‘s long ago.
    51. 56. No, social media is not just one more channel…
    52. 57. … it‘s a new way how we interact - worldwide.
    53. 58. As advertisers we believed in the perfect show…
    54. 59. … while everybody else had a chat and got a beer from the fridge.
    55. 60. The age of classic branding ends now.
    56. 61. Welcome the era of democratic brand management.
    57. 62. In this new era of brand management the key challenge for marketers will be to keep the balance between guiding a brand and being guided as a brand. Feel priviliged to be part of this exciting era.
    58. 64. More here… <ul><li>Gerald Hensel, Neue Digitale </li></ul><ul><li>Mail: gerald.hensel@neue-digitale.de </li></ul><ul><li>Twitter: ghensel </li></ul><ul><li>Xing: https://www.xing.com/profile/Gerald_Hensel </li></ul>

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