Web 2.0 The Next Net What It Means To Your Business

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Presentation from IDC Innovation Forum, Dec. 2007. Web 2.0 and social network and the benefits to your business.

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Web 2.0 The Next Net What It Means To Your Business

  1. 1. The Next Net <ul><li>What it means to your business </li></ul>Dvir Reznik Lotus Brand, IBM Software Group [email_address] http://dvirreznik.blogspot.com
  2. 2. People 2.0 The Architecture of Participation
  3. 3. http://flickr.com/photos/shawdm/820926627/
  4. 4. Web 1.0: the mostly read-only web 45 million global users 250,000 web sites Content Consumers Content Providers User-Generated Content Published Content Partially based on Dion Hinchcliffe’s Web 2.0 blog
  5. 5. Web 2.0: the wildly read-write web 1 billion global users 80,000,000 web sites Content Consumers Content Providers User-Generated Content Published Content Collaborators Facilitators Collective Intelligence Partially based on Dion Hinchcliffe’s Web 2.0 blog
  6. 6. Web 2.0 and the Net Generation <ul><li>Definition: Generation under 28 years of age , who grew up with computers, and the Internet. </li></ul><ul><li>Larger than the Baby Boom generation : 40% of Israelies </li></ul><ul><li>NetGens’ habits are having profound implications for the marketplace of products, services, ideas, political policies and jobs. </li></ul><ul><li>NetGens value the freedom to share, customize and mix content : music, video, audio, news. They are also collaborators , enjoying interactivity and relationships with people and products. </li></ul>Source: “Net Generation ‘wired’ differently” ,National Post, and cbs.gov.il
  7. 7. <ul><ul><li>Real </li></ul></ul><ul><ul><li>No more of the old marketing hype </li></ul></ul><ul><ul><li>Tell the truth </li></ul></ul><ul><ul><li>Admit your mistakes </li></ul></ul><ul><ul><li>Otherwise: Customers will ignore you </li></ul></ul><ul><li>Relevant </li></ul><ul><li>You can’t interrupt people anymore </li></ul><ul><li>You must have what they want </li></ul><ul><li>Otherwise: Google will ignore you </li></ul><ul><li>Responsive </li></ul><ul><li>Marketing is no longer a monologue </li></ul><ul><li>You must answer your customers </li></ul><ul><li>Otherwise: Customers will flame you </li></ul>The 3 Rs of Marketing 2.0 Main source: Marketing 2.0 - How Web 2.0 is Changing Marketing Forever , by Mike Moran, IBM
  8. 8. Growth 2.0 The Long Tail
  9. 9. The Long Tail Demand Variety
  10. 10. The Long Tail <ul><li>The future of business is selling less of more </li></ul><ul><li>Infinite choice and lower costs to connect supply and demand is changing the nature of the market and will transform entire industries </li></ul><ul><li>Growth is in the long tail </li></ul><ul><li>Chris Anderson, “The Long Tail” </li></ul>amazon.com sales Amazon’s inventory: 2,300,000 books Barnes & Nobles store: 130,000 books
  11. 11. Competitive Advantage 2.0 Data is Gold, People is Power, Fear is Not
  12. 13. Is Data Valuable? <ul><ul><li>Data visualization Make it easily consummable </li></ul></ul><ul><ul><li>Data filtering Make the good float to the top </li></ul></ul><ul><ul><li>Data sharing Allow others to mix and match </li></ul></ul><ul><ul><li>Data integration Make difficult for others to copy you </li></ul></ul>Only if you know how to use it
  13. 14. Other people around the world Other IBMers around the world Other IBMers in your country Co-Workers Friends Social networks as a distinctive advantage You Alex Eyal Your manager Rami’s manager Hila Yaron Yuval Eduardo Ed Muriel Peter Frequent e-mails Infrequent e-mails Web 2.0 Collaboration
  14. 15. Exclusive Social Networks
  15. 16. Innovation is a risky business Not innovating is even riskier <ul><li>Do’s </li></ul><ul><li>Watch the kids, at work </li></ul><ul><li>Try it yourself </li></ul><ul><li>Feed me </li></ul><ul><li>Blog </li></ul><ul><li>Customers’ Input </li></ul>Don’ts Putting up walls Take it personally Consumers only Source: B usinessWeek, CIO Guide to Technology, 2006

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