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Web 2.0 In Context

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AIMIA talk about how our expectations as users are being changed by our participation in web 2.0

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Web 2.0 In Context

  1. 1. Web 2.0 in Context Kate Carruthers Sydney Nov 2008
  2. 2. Who Me? <ul><li>Marketer, technologist, educator and renaissance woman </li></ul><ul><ul><li>www.katecarruthers.com </li></ul></ul><ul><ul><li>www.digbiz.com.au </li></ul></ul>Nov 2008 © 2008 Kate Carruthers
  3. 3. Nov 2008 © 2008 Kate Carruthers
  4. 4. Hyperconnectivity <ul><li>Not 6 degrees of separation </li></ul><ul><li>Perhaps only 1 degree </li></ul>Nov 2008 © 2008 Kate Carruthers Source: http://www.popsci.com.au/files/imagecache/article_image_large/files/articles/734px-Six_degrees_of_separation.jpg
  5. 5. Massive Interconnections <ul><li>SMS </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>Twitter </li></ul><ul><li>Mobile </li></ul>Nov 2008 © 2008 Kate Carruthers
  6. 6. Consumption On-Demand <ul><li>No more waiting </li></ul><ul><li>What I want </li></ul><ul><li>When I want it </li></ul>Nov 2008 © 2008 Kate Carruthers http://www.techcrunch.com/2007/12/17/bittorrent-is-now-streaming-movies-with-ads-but-wheres-the-good-stuff/
  7. 7. Tribal Brains <ul><li>Wired to deal with smaller groups </li></ul><ul><li>Wired for small chunks of information </li></ul><ul><li>Magical number 7 </li></ul>Nov 2008 © 2008 Kate Carruthers
  8. 8. Tribal Creatures <ul><li>Tribe size </li></ul><ul><li>Dunbar’s number = 150 </li></ul><ul><li>We mesh into subgroups based on common interests </li></ul><ul><li>Increasingly loose ties </li></ul>Nov 2008 © 2008 Kate Carruthers
  9. 9. Chunking <ul><li>Growth of knowledge </li></ul><ul><li>Too much knowledge to keep in our heads </li></ul><ul><li>No more epic poetry </li></ul>Nov 2008 © 2008 Kate Carruthers Source: http://www.familycourtchronicles.com/philosophy/spartan/spartan-brad-pitt.jpg
  10. 10. Nov 2008 © 2008 Kate Carruthers Generational conflict
  11. 11. Traditional Marketing Nov 2008 © 2008 Kate Carruthers
  12. 12. New Model Nov 2008 © 2008 Kate Carruthers Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support?
  13. 13. Boundaries <ul><li>Time </li></ul><ul><li>Place </li></ul><ul><li>Content </li></ul><ul><li>Authority </li></ul>Nov 2008 © 2008 Kate Carruthers Source: http://commons.wikimedia.org/wiki/Image:Hadrians_wall_Greenhead.jpg
  14. 14. Nov 2008 © 2008 Kate Carruthers
  15. 15. Nov 2008 © 2008 Kate Carruthers The rules are changing We’re not in control any more This brings opportunities!
  16. 16. Marketing Ecosystem 3 Mar 2008 Kate Carruthers © Copyright 2008
  17. 17. <ul><li>Talking at? </li></ul><ul><li>Talking with? </li></ul>Nov 2008 © 2008 Kate Carruthers vs.
  18. 18. Old v. New Marketing Nov 2008 © 2008 Kate Carruthers Above the line Below the line Online Offline
  19. 19. Engagement Marketing <ul><li>“ Advertising is when you say you are good date. Public relations is when your mom says you are a good date. Engagement marketing is when your date says you are a good date.” </li></ul><ul><ul><ul><li>Source: http://www.YourStorys.com founder and president Larry Lawfer </li></ul></ul></ul>Nov 2008 © 2008 Kate Carruthers
  20. 20. Nov 2008 © 2008 Kate Carruthers

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