080227 Beyond Web 2.0

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Basic introduction to Web 2.0 revolution--how technology evolution empowers social revolution, and the various ways this is expressed. From Winter 2008.

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  • Mash-up: the “mashing” together of two or more Web applications to create a unique, new application. Google Maps, for example, has been “mashed up” with club listings by a music fan, in order to create interactive maps of where bands are playing.
  • Recent statistics from Microsoft digital advertising solutions show: 73% of UK social networkers have visited the personal space of a brand
  • These are all examples of B2B blogging---experts acting as guides in an area of interest, rather than oracles who pontificate, as can easily happen in other types of thought leadership
  • Self-service: Salesforce.com has more than 600,000 subscribers within SMB segment using it as a customer relationship management and dashboard tool Includes on-demand functionality, real-time communications, and personalization delivered securely through any browser Customization tools are easy-to-use, point and click formats
  • Second Life is drawing corporations there to: Enhance customer interaction, foster innovation and increase sales in virtual business centers (IBM) Host events and meetings (Cisco, IBM, Sun) and erase geographical and financial boundaries that may limit attendance at real-world conferences Enable new ways to test receptivity to products/services (Sun, Intel, Toyota) Test new ways to create a connection with customers
  • Tipping Point where a Website becomes the de-facto monopoly in it’s vertical. Examples: eBay, Amazon, craigslist
  • Tipping Point where a Website becomes the de-facto monopoly in it’s vertical. Examples: eBay, Amazon, craigslist
  • 080227 Beyond Web 2.0

    1. 1. BEYOND WEB 2.0 <ul><li>Why Innovation Matters </li></ul>
    2. 2. Beyond Web 2.0 <ul><li>1) Defining Web 2.0 </li></ul><ul><li>Web 2.0 is a platform for participation </li></ul><ul><li>2) Leveraging Web 2.0 </li></ul><ul><li>Web 2.0 is creating real business value </li></ul><ul><li>3) Engaging Web 2.0+ </li></ul><ul><li>Internet innovation in the Enterprise </li></ul>06/22/09 Beyond Web 2.0 - Why Internet innovation matters
    3. 3. 06/22/09 Beyond Web 2.0 - Why Internet innovation matters Web 2.0 Is a platform for participation
    4. 4. What is Web 2.0? <ul><li>Web 2.0 was first defined by Tim O’Reilly in 2004: </li></ul><ul><li>“ Web 2.0 is the business </li></ul><ul><li>revolution…caused by the move </li></ul><ul><li>to the Internet as a platform.” </li></ul>06/22/09 Beyond Web 2.0 - Why Internet innovation matters
    5. 5. Web 1.0 – Internet as messenger between desktops 06/22/09 Beyond Web 2.0 - Why Internet innovation matters In Web 1.0 computing power was on the individual computer desktop – the Internet was used to exchange small amounts of data between server and desktop---and sometimes desktop to desktop, as with e-mail Desktop Desktop Desktop Desktop
    6. 6. Web 2.0 Internet as platform enables participation 06/22/09 Beyond Web 2.0 - Why Internet innovation matters Bandwidth & distribution Open architecture Open standards Read & Write tools In Web 2.0 the Internet has become the platform for software—the browser has become a window through which powerful and media-rich applications are accessed. This has also given rise to read-write tools that allow spontaneous user-generated content creation and communication through powerful social networks. Social networks User-generated content
    7. 7. 06/22/09 Beyond Web 2.0 - Why Internet innovation matters Web 2.0+ Is creating real business value
    8. 8. How people are using Web 2.0 <ul><li>Listen to me… </li></ul><ul><ul><li>Blogs, personal pages, purchase recommendations </li></ul></ul><ul><li>Listen to us… </li></ul><ul><ul><li>Wikis, social networks </li></ul></ul><ul><li>Find people like me… </li></ul><ul><ul><li>Tagging, profiles, social networks, virtual worlds </li></ul></ul><ul><li>Find stuff I need… </li></ul><ul><ul><li>Tagging, RSS, mashups </li></ul></ul>06/22/09 Beyond Web 2.0 - Why Internet innovation matters
    9. 9. How marketers are using Web 2.0 <ul><li>Listening… </li></ul><ul><ul><li>Finding out what customers are really saying </li></ul></ul><ul><li>Speaking… </li></ul><ul><ul><li>Connecting with customers in new ways </li></ul></ul><ul><li>Energizing… </li></ul><ul><ul><li>Getting their best customers to evangelize their products </li></ul></ul><ul><li>Supporting… </li></ul><ul><ul><li>Helping customers solve their own and each other’s problems </li></ul></ul><ul><li>Embracing… </li></ul><ul><ul><li>Working with their communities to make products better </li></ul></ul>06/22/09 Beyond Web 2.0 - Why Internet innovation matters
    10. 10. How organizations are using Web 2.0 <ul><li>More efficient collaboration between employees… </li></ul><ul><ul><li>Improved response times to customer requests </li></ul></ul><ul><li>Increased transparency into decision making processes… </li></ul><ul><ul><li>Better project management </li></ul></ul><ul><li>Better access to structured and unstructured information… </li></ul><ul><ul><li>Enhanced customer service management </li></ul></ul><ul><li>Increased knowledge retention and process documentation… </li></ul><ul><ul><li>Better service quality </li></ul></ul><ul><li>Collective intelligence gathering… </li></ul><ul><ul><li>Faster innovation </li></ul></ul>06/22/09 Beyond Web 2.0 - Why Internet innovation matters
    11. 11. As a platform for individuals to form social networks 06/22/09 Beyond Web 2.0 - Why Internet innovation matters <ul><li>Yesterday it was one-to-many , today it’s many-to-many : </li></ul><ul><li>Social networks + communities </li></ul><ul><li>Blogs gather audiences, and also inter-link similar Web content </li></ul><ul><li>Individuals read, write, network, link, “mash-up” -- everyone is a publisher </li></ul><ul><li>What are the implications? </li></ul><ul><li>Low / No cost to organize and grow communities </li></ul><ul><li>Empowerment of niche interests and communities </li></ul><ul><li>Rise of citizen influencers is changing media landscape </li></ul><ul><li>Consumer views about products, services and brands take center stage </li></ul>
    12. 12. Social networks create user-generated content 06/22/09 Beyond Web 2.0 - Why Internet innovation matters <ul><li>Social networks are communities that share interests and activities: </li></ul><ul><li>They interact via chat, instant messaging, email, voice, file-sharing, blogs, discussion groups and forums </li></ul><ul><li>Brands have entered into dialogue with communities and customers: </li></ul><ul><li>Growing distrust of traditional marketing messages </li></ul><ul><li>Brands now understand customer needs and issues on a deeper level increasing customer satisfaction </li></ul><ul><li>Brands can participate in a community dialogue about products & services </li></ul><ul><li>Brands need to be ready to give up control of the discussion </li></ul>
    13. 13. Brands join customers through social media 06/22/09 Beyond Web 2.0 - Why Internet innovation matters <ul><li>Fans brought brands to social sites first </li></ul><ul><li>Youth brands and now others follow, using open architectures to build applications that can build loyalty through engagement </li></ul>
    14. 14. Blogs anchor communities of interest 06/22/09 Beyond Web 2.0 - Why Internet innovation matters <ul><li>IBM developerWorks </li></ul><ul><li>Technologists participate with support team </li></ul><ul><li>Helps introduce new business concepts, paradigms, products </li></ul><ul><li>[email_address] </li></ul><ul><li>Intel experts and executives interact with computing community, including debates on open source , sustainability </li></ul><ul><li>LBi Stream </li></ul><ul><li>Blog maintained by LBi employees </li></ul><ul><li>Builds credibility of LBi as thought leaders in interactive </li></ul><ul><li>Jonathan Schwartz Blog </li></ul><ul><li>CEO of Sun Microsystems started his blog in 2004 </li></ul><ul><li>Writes himself, with daily updates </li></ul>
    15. 15. Web 2.0 creates low-cost service and self-service <ul><li>Low-cost service: </li></ul><ul><li>Palm Treo discussion forums are form of low-cost service </li></ul><ul><li>Network effect increase value of the forum </li></ul><ul><li>Self-service: </li></ul><ul><li>Salesforce.com has more than 600K subscribers, whole new market of small businesses using low-cost online service </li></ul><ul><li>They continue to build and grow sales management offerings – pushing bar higher for those not using Salesforce or similar service </li></ul>06/22/09 Beyond Web 2.0 - Why Internet innovation matters
    16. 16. 06/22/09 Beyond Web 2.0 - Why Internet innovation matters <ul><li>Second Life is attracting corporations for communications and collaboration </li></ul><ul><li>Virtual events and meetings – trade shows, press conferences, product introduction </li></ul><ul><li>Business centers staffed with multi-lingual sales avatars </li></ul><ul><li>Co-branded initiatives </li></ul><ul><li>Advertising and promotion </li></ul><ul><li>In the future, “SimCity” like enterprise applications create detailed models of cities, infrastructure, services, networks, markets, and products </li></ul>New models of collaboration are being invented
    17. 17. Web 2.0 business models are well-established 06/22/09 Beyond Web 2.0 - Why Internet innovation matters <ul><ul><li>eBay, Amazon, iTunes, Craigslist and Google are the established first wave </li></ul></ul><ul><ul><li>User generated content builds competitive advantage </li></ul></ul><ul><ul><li>Critical mass of users can push a site to the tipping point as monopoly </li></ul></ul><ul><ul><li>Open programming interfaces allow outside extensions like storefronts, </li></ul></ul><ul><ul><li>affiliates, search, mash-ups of merged applications </li></ul></ul>
    18. 18. Web 2.0 business strategies emerge 06/22/09 Beyond Web 2.0 - Why Internet innovation matters <ul><ul><li>Platform enables software as a service (SaaS) </li></ul></ul><ul><ul><li>Open programming interfaces allow outsiders to build extensions such </li></ul></ul><ul><ul><li>as storefronts, affiliates, search engines that enhance the core business </li></ul></ul><ul><ul><li>Customers participate in social communities, creating content, </li></ul></ul><ul><ul><li>inviting, linking – therefore creating barriers to entry </li></ul></ul><ul><ul><li>Customers collaborate to help create new products and services </li></ul></ul>
    19. 19. Social evolution online paces computer evolution 06/22/09 Beyond Web 2.0 - Why Internet innovation matters Increasing social connections Increasing data connections
    20. 20. 06/22/09 Beyond Web 2.0 - Why Internet innovation matters Thank you

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