The document discusses the concept of Web 2.0 and how it represents a social revolution brought on by new forms of online interaction and data sharing. It notes that Web 2.0 allows data to be freely exchanged and remixed across various platforms and devices. Additionally, it asserts that Web 2.0 has shifted power away from large media organizations and brands towards individual users, who now have more active and influential roles in online conversations and content creation through various social media platforms and tools. The document argues this represents a significant change in how brands must approach marketing and engagement with consumers.
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. The definition of definition: “ A definition is a statement of the meaning of a word or phrase.”
12. Web 2.0 is a concept. A concept which is nothing but a social revolution.
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 "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
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 "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
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. 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," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
17. Web 2.0 harnesses collective intelligence. It uses the power of many to improve itself, to share and optimize information, to collaborate.
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 "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
19. Data is free. It´s not bound to a certain form, it can be exchanged, restructured and recombined.
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," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”
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. 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," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences .”
23. Web 2.0 is about solutions, fun, easy use, cool new services…not about prolonging established media into the web.
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?
39. iPhone? You can also call up people with it, can‘t you?
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.
41. + = Fail guarantee: Underestimate your opponents Punshing a pseudo web 2.0 campaign with the Chevy Tahoe „ We deforested the hills…“ „ You‘re god“
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
43. + + = Fail guarantee: Bribe bloggers No, I understand, Microsoft. They needed the Laptops to try out Vista….
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.