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Infoservi - Web 20 La Nostra Internet

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Overview version of the material I use in my courses about Web 2.0

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Infoservi - Web 20 La Nostra Internet

  1. 1. Web 2.0 – La nostra Internet Le persone, la Rete, i media, la conversazione Alberto D’Ottavi Infoservi.it 2007/2008
  2. 2. Agenda Ci sono domande? (Il bello del Web 2.0 è l’approccio un po’ diverso dal solito… :) Alberto D’Ottavi - http://Infoservi.it
  3. 3. I principi “ufficiali” del Web 2.0 O’Reilly, “What is Web 2.0” Incrocio di tre macro-trend “Design patterns and business 1. Modelli di sviluppo e tecnologia models for the next generation of software” (2005) 2. Sviluppo applicazioni a basso budget, focus sulla User experience “Web 2.0 is a set of trends — economic, social, and technology 3. Società post-moderna: neo-tribù trends — that collectively form the basis for the next generation of the Risultato Internet: a more mature, distinctive • Piattaforme, applicazioni, servizi medium characterized by user più semplici ed efficaci participation, openness, and network effects” • User-generated content = Interesse degli utenti per gli utenti Alberto D’Ottavi - http://Infoservi.it
  4. 4. Tecnologia Hardware: Abbassamento prezzi, i portatili diventano standard Dispositivi: Foto-video-camere digitali, foto-video-cellulari, MP3, condivisione immediata (e.g. MMS, mobile blogging) Connettività: Diffusione della banda larga, fissa e mobile Always on: Abitudine all’idea di essere sempre connessi Si sono diffusi i dispositivi per creare contenuti, la Rete li ha resi in grado di partecipare, e noi li abbiamo usati! Alberto D’Ottavi - http://Infoservi.it
  5. 5. Software Software come servizio: Applicazioni via Web = Internet diventa il sistema operativo Centralità dei dati: Studio del comportamento degli utenti come elemento centrale, e non aggiuntivo Sistemi collegati in modo “leggero”: script, XML, RSS… “apertura” dei siti (tramite API) = interazione Mash-up: Creazione applicazioni “self-service”, composizione di dati / servizi remoti (es. Google Maps) Beta perpetua: Rilascio continuo di nuove funzioni, budget ridotti e ripetuti, analisi continua del feedback Alberto D’Ottavi - http://Infoservi.it
  6. 6. Social Neo-tribù: Insofferenza per brand / marketing tradizionale, desiderio di ritrovarsi, “ri-radicamento” Bruce Chatwin: Siamo viaggiatori dalla nascita. La nostra mania ossessiva del progresso tecnologico è una reazione alle barriere frapposte al nostro progresso geografico Espressione di sé: Dai “prosumer” ai “professional amateur” Partecipazione: Amici e famiglia lontani, società competitiva, necessità di identificazione Le tradizionali categorie demografiche non bastano più Alberto D’Ottavi - http://Infoservi.it
  7. 7. Marketing tribale: Il caso Ducati (Bernard Cova) Old Model New Tribal Model Employee Member of the tribe Customer Member of the tribe Customer-Company Customer-Customer relationship relationship Communicating Sharing emotions with customer Marketing activities Rituals Factory / museum Cult places / shrine Keeping people out Bringing members in Winning a race Fighting together to win A CEO A shaman Discipline Passion Alberto D’Ottavi - http://Infoservi.it
  8. 8. Esempio pratico: SlideShare Alberto D’Ottavi - http://Infoservi.it
  9. 9. The Long Tail of information • Il target è definito dagli argomenti - tag • La lettura non procede dall’home page (modello broadcast), ma in orizzontale • Quello che un tempo veniva chiamato “pubblico” non si aggrega su un singolo sito, ma è diffuso e proviene da un numero elevato di micro-audience Siamo nell’era della Long Tail! Alberto D’Ottavi - http://Infoservi.it
  10. 10. Il Web 2.0 in pratica Parole chiave Ovvero • Tag, tag cloud Etichette: il modo in cui GLI UTENTI organizzano il contenuto • Embed, share Inclusione dei contenuti da un sito (blog) a un altro per CONDIVIDERLO • Comment, permalink, trackback COMMENTO, link PERMANENTE, collegamento “a ritroso” tra post (e commenti) che SI CITANO • Feed RSS, subscription RICEZIONE dei contenuti web su client • Related content (by tag) Navigazione per ARGOMENTI • Related content (by user) Navigazione per UTENTI Alberto D’Ottavi - http://Infoservi.it
  11. 11. Agenda 2.0 media attenzione messaggi long tail digital natives / immigrants persone citizen journalism contenuti software as a service comunicazione user experience marketing 2.0 consumatori blog innovazione tempo enterprise 2.0 newsmaking perpetual beta web crowdsourcing brand advertisement tipping point … Alberto D’Ottavi - http://Infoservi.it
  12. 12. La cloud ufficiale del Web 2.0 Alberto D’Ottavi - http://Infoservi.it
  13. 13. Timeline • Il lancio della prima piattaforma commerciale per blog risale al 1999 • I primi siti Web 2.0 sono del 2003 Alberto D’Ottavi - http://Infoservi.it
  14. 14. Valori - Intl • Del.icio.us, Flickr, Upcoming, JumpCut … acquisiti da Yahoo! nel 2005 • MySpace: Acquisito nel 2005 con ca. 70 milioni di utenti per US$580 mln da News Corp. Oggi circa 140 milioni di utenti e valore quintuplicato • YouTube: Acquisito nel 2006 per US$1,65 billion da Google • Last.fm (UK!): Acquisito nel 2007 da CBS per US$280mln, 20 mln utenti • Bebo: Appena acquisito da AOL, circa US$20 per utente… Alberto D’Ottavi - http://Infoservi.it
  15. 15. Valori - Ita • Splinder.com: Acquisito da Dada.net, ca. 6 mln utenti, per €5,5mln (2006) • Blogo.it: 3,3 mln utenti, 30% acquisito da Dada.net per €720K (2007) • Blogosfere.it: 30% acquisito nel giu-07 da Sole24Ore Multimedia (2007) • BlogItalia.it: acquisito nel 2008 (dati non disponibili) Alberto D’Ottavi - http://Infoservi.it
  16. 16. Blog, quantitativo, mondo Alberto D’Ottavi - http://Infoservi.it
  17. 17. Media 2.0: trend in crescita; media tradizionali: in calo… Information Architects (Japan), based on Alexa, published on 27/03/2007 by Oliver Rechenstein Alberto D’Ottavi - http://Infoservi.it
  18. 18. …Anche in Italia! Per quanto ancora prioritari in termini di traffico, i siti dei media tradizionali sono in costante calo d’attenzione… … per cui oggi le domande sono: “Chi è l’influencer?” “Chi è il trend setter?” Infoservi.it (Italy), based on Alexa, published on 01/07/2007 by Alberto D’Ottavi Alberto D’Ottavi - http://Infoservi.it
  19. 19. Blog, qualitativo, Italia: Diario Aperto Cos’è: ricerca sviluppata tramite questionario on-line curato da Swg, Splinder.com, Università di Trieste e Punto Informatico (2007) Definizione di blog: “Il fenomeno per cui un cittadino qualsiasi può facilmente trasmettere i suoi pensieri, pubblicamente e in un luogo digitale, a un’audience informe che va da zero a un potenziale di milioni di persone” Alberto D’Ottavi - http://Infoservi.it
  20. 20. Web 2.0: Alcuni player, Italia compresa Alberto D’Ottavi - http://Infoservi.it
  21. 21. Link Alberto D’Ottavi - http://Infoservi.it
  22. 22. Foto Alberto D’Ottavi - http://Infoservi.it
  23. 23. Musica Alberto D’Ottavi - http://Infoservi.it
  24. 24. Video Alberto D’Ottavi - http://Infoservi.it
  25. 25. Persone Alberto D’Ottavi - http://Infoservi.it
  26. 26. Pubblicità (user-generated) Alberto D’Ottavi - http://Infoservi.it
  27. 27. Consumi Alberto D’Ottavi - http://Infoservi.it
  28. 28. Shopping Alberto D’Ottavi - http://Infoservi.it
  29. 29. Contenuti per cellulari Alberto D’Ottavi - http://Infoservi.it
  30. 30. Commercio elettronico Alberto D’Ottavi - http://Infoservi.it
  31. 31. Emozioni Alberto D’Ottavi - http://Infoservi.it
  32. 32. Grazie Alberto D’Ottavi Journalist, blogger, author, speaker ‣Freelance for http://IlSole24Ore.com ‣Blogger on http://www.infoservi.it ‣Member of http://1generation.net ‣Professor at http://www.naba.it Contacts alberto@infoservi.it “Dottavi” o “hexholden” su praticamente ogni Social Network e/o sito Web 2.0 Free download from Photo credits http://Infoservi.it!!! ‣ 0. JPGmag.com Alberto D’Ottavi - http://Infoservi.it

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