The World Of Web 2

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A summary of the web 2.0 technologies. Designed as a top level view for the Oregon Events & Festivals Association meeting. Sourced from other presentations and content around the web, for a complete works cited, please email me.

Published in: Technology, Business

The World Of Web 2

  1. 1. Michael Laport Director of Marketing PEAK Internet Peakinternet.com Marketing in web 2.0
  2. 2. Quick summary Marketing
  3. 3. New Technologies New methods in… Communication, Contact, and Segmentation
  4. 4. Web 2.0 Marketing is conversational
  5. 5. The web 2.0 is not just a new medium, it is an active one.
  6. 6. What does it mean? <ul><li>Next evolution of the web </li></ul><ul><ul><li>Web as a platform </li></ul></ul><ul><ul><ul><li>Online Applications </li></ul></ul></ul><ul><ul><ul><li>New computer languages </li></ul></ul></ul><ul><ul><ul><ul><li>Ajax, Ruby on Rails, XML, JavaScript </li></ul></ul></ul></ul><ul><ul><ul><li>Interactive communities </li></ul></ul></ul><ul><ul><ul><li>Participatory web </li></ul></ul></ul><ul><ul><li>Network effects from user contributions </li></ul></ul><ul><ul><ul><li>Embracing the power of the web </li></ul></ul></ul><ul><ul><ul><li>to harness collective intelligence </li></ul></ul></ul><ul><ul><li>Two-way dialogue on the net </li></ul></ul><ul><ul><ul><li>Reviewing </li></ul></ul></ul><ul><ul><ul><li>Controlling </li></ul></ul></ul><ul><ul><ul><li>Collaborating </li></ul></ul></ul><ul><ul><ul><li>Communicating </li></ul></ul></ul>
  7. 8. How different than the old web? <ul><li>Web 2.0 </li></ul><ul><ul><li>the Web was actually the platform that allowed people to get things done. </li></ul></ul><ul><ul><li>Internet based services such as social networking, communication tools. Sites that generally encourage collaboration and information sharing among users. </li></ul></ul><ul><li>Web 1.0 </li></ul><ul><ul><li>HTML Web pages you read like a book. Static web pages, use of search engines, and surfing. </li></ul></ul><ul><ul><li>Web applications, information served to users, user interaction with online information </li></ul></ul>
  8. 13. <ul><ul><li>Netscape vs. Google </li></ul></ul><ul><ul><li>Hotmail vs. Gmail </li></ul></ul><ul><ul><li>Ofoto vs. Flickr </li></ul></ul><ul><ul><li>Personal web sites vs. Blogs </li></ul></ul><ul><ul><li>Mapqwest vs. Google Maps </li></ul></ul>Web 1.0 vs. Web 2.0
  9. 14. <ul><li>Web 1.0 was Commerce </li></ul><ul><li>Web 2.0 is People </li></ul><ul><li> - Ross Mayfield </li></ul>
  10. 15. Why web 2.0 <ul><li>1996 - 250,000 websites </li></ul><ul><li>45 million users </li></ul><ul><ul><li>2006 – 80 million sites </li></ul></ul><ul><ul><li>1 billion users </li></ul></ul>
  11. 16. Interactivity & Contribution <ul><li>Encourages interconnectedness among users, forms a community. </li></ul>
  12. 17. Anyone can use it, little or no programming experience needed. Ease of use
  13. 18. Enterprise-grade tools at Small Business prices.
  14. 19. Signs that web 2.0 is here
  15. 20. Some benefits of implementing web 2.0 technologies <ul><li>Recruitment: </li></ul><ul><li>Organizations adopting Web 2.0 tend to attract sophisticated, high-caliber candidates. </li></ul><ul><li>Reduced cost: </li></ul><ul><li>Not only are Web 2.0 offerings low-cost, but the same techniques can also be applied to existing (non-Web 2.0) products and services, lowering costs. </li></ul>
  16. 21. <ul><li>Loyalty </li></ul><ul><li>The open, participatory Web 2.0 environment encourages user contribution, enhancing customer loyalty and lifespan. </li></ul><ul><li>Marketing/PR. </li></ul><ul><li>New technologies allow Marketers to implement low-cost, wide-coverage, strategies </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Web 2.0 delivery mechanisms - such as Blogs and RSS - significantly enhance search engine exposure through their distributed nature </li></ul>
  17. 22. How to use web 2.0 <ul><ul><li>Many of the tactics in this new web world are different, but in many ways they are “ new wine in old bottles .” </li></ul></ul><ul><li>Marketing & Branding </li></ul><ul><li>Supporting Clients </li></ul><ul><li>Connect & Communicate </li></ul><ul><li>Inform & Educate </li></ul><ul><li>Positioning and segmentation </li></ul><ul><li>PR </li></ul>
  18. 23. The ingredients web 2.0 Blogs Wikis RSS Social networking Social bookmarking Targeted Advertising Shared calendaring New Survey Technologies
  19. 24. <ul><li>Executed correctly, blogs give marketers a chance to build an informal dialogue with customers. You can test new event ideas or garner feedback, for instance, to see how customers react. </li></ul><ul><ul><li>Blogs are generally inexpensive, or even free to setup. Consider this platform for some of your PR delivery. </li></ul></ul>To be successful, you must spend time regularly update your blog, which makes them a high-maintenance option. As well, blogs must be honest.
  20. 25. Blog Sample <ul><li>Hosted </li></ul><ul><li>Blogger </li></ul><ul><li>Blogspot </li></ul><ul><li>Blogsome </li></ul>Non hosted Wordpress Moveable type Textpattern
  21. 26. <ul><li>The good: </li></ul><ul><ul><li>1. Establishing a company intranet quickly and cheaply without sacrificing functionality, security, or durability. </li></ul></ul><ul><ul><li>2. You want to publish a range of corporate documents in one universally accessible location and let employees manage those documents with a minimum of effort, lag, and risk of redundancy. </li></ul></ul><ul><ul><li>3. You want to manage and organize meeting notes, team agendas, and company calendars. </li></ul></ul><ul><ul><li>4. You need a project management tool that is cheap (if not free), extensible, and accessible through any Web browser. </li></ul></ul><ul><ul><li>5. You need a central location where shared documents can be viewed and revised by a large and/or dispersed team. </li></ul></ul><ul><ul><li>3. Shouldn’t be used as a blog or editorial tool. No content control aside from memberships. </li></ul></ul>
  22. 27. Wiki in the workplace sample <ul><li>Use wiki’s to help plan and create recurring </li></ul><ul><li>discussion at your festival or event. Real-time input allows for rapid changes and ongoing participating. </li></ul>
  23. 28. social networking <ul><li>Build a community around your event and give your attendees and exhibitors the ability to network before, during and after the show. </li></ul><ul><li>Social Networking can… </li></ul><ul><ul><li>Promote year-round communication </li></ul></ul><ul><ul><li>Stimulate and increase attendee and exhibitor interaction </li></ul></ul><ul><ul><li>Provide statistics to attract additional attendees and exhibitors </li></ul></ul><ul><ul><li>Maximize attendee’s networking time </li></ul></ul><ul><ul><li>Define groups for targeted marketing </li></ul></ul>
  24. 29. <ul><li>http://softwareassociationoforegon.ning.com/ </li></ul><ul><li>http://slideshare.net </li></ul><ul><li>http://www.flickr.com/groups/ornamentalgrasses/ </li></ul>Ning Flickr Linkedin
  25. 30. Social bookmarking <ul><li>Web based applications that enable us to store bookmarks online instead of in our favorites or bookmarks on our computers. </li></ul><ul><li>For marketing your event – social bookmarks have a distinct advantage with search engine results and viral readership . </li></ul>
  26. 31. Top 3 <ul><li>Digg </li></ul><ul><li>Del.icio.us </li></ul><ul><li>Technorati </li></ul>
  27. 32. <ul><li>RSS is a content delivery method where subscribers can gets your content delivered to a aggregation source of their choice. </li></ul><ul><li>Subscribing to a </li></ul><ul><li>web site so you </li></ul><ul><li>don't have to check </li></ul><ul><li>it for updates </li></ul><ul><li>Syndicate your blog or </li></ul><ul><li>articles/updates on your site. </li></ul>RSS & Content Delivery
  28. 33. <ul><ul><li>www.addthis.com </li></ul></ul>
  29. 34. Web 2.0 Survey Technologies <ul><li>Market research for the rest of us </li></ul>
  30. 35. Survey monkey sample
  31. 36. Calendaring <ul><li>Keep everyone inline with the latest events you are presenting. </li></ul><ul><ul><li>Automate an online calendar for your users to see and access in advance </li></ul></ul><ul><ul><li>Syndicate your calendar through RSS to give users updates on your status </li></ul></ul><ul><ul><li>Synchronize with outlook and iCal </li></ul></ul>
  32. 37. Calendar Hub Sync up with your iCal RSS this calendar for your
  33. 38. Google Calendar Flexible to fit in many sized of site column. Able to display weeks, months, agenda items.
  34. 39. Your event in the web 2.0 <ul><li>Northwest Festivals Conference 2009 </li></ul>
  35. 40. old way <ul><li>Post event on website </li></ul><ul><ul><li>Website 1.0 </li></ul></ul><ul><li>Mail advertisements (maybe email as well) </li></ul><ul><li>Gather Responses </li></ul><ul><ul><li>Wonder some people don’t come </li></ul></ul><ul><li>Hold event on March 16-18 th </li></ul><ul><li>Clean up & Prepare for next year </li></ul><ul><ul><li>Based on limited feedback from exit surveys and close affiliates </li></ul></ul><ul><li>Do it again next year </li></ul>
  36. 41. With web 2.0 <ul><li>Post idea for event </li></ul><ul><ul><li>Website 2.0 </li></ul></ul><ul><ul><li>Write announcement press release </li></ul></ul><ul><ul><ul><li>Write commentary on your blog </li></ul></ul></ul><ul><li>Get responses from members, clients, community, and other stakeholders </li></ul><ul><li>Readjust event </li></ul><ul><li>Post new event </li></ul><ul><li>Have users register online and simultaneously booth location, view vendors </li></ul><ul><li>Have event speakers blogging about topics they are presenting </li></ul><ul><li>More people show up, costs are lower, and cycle starts over. </li></ul>
  37. 42. Anatomy of enterprise 2.0 <ul><li>Feeds (sharing, discovering, and tapping into reflections) </li></ul><ul><li>Blogs (reflection in and on action) </li></ul><ul><li>Social bookmarking (above) </li></ul><ul><li>Wiki, tagging (connecting and mixing reflections) </li></ul><ul><li>Social networking, real-time communication (optimizing interaction flow) </li></ul><ul><li>Automation (back) </li></ul><ul><li>Command and control becomes collaborations and communication. </li></ul>
  38. 43. Getting Started <ul><li>Utilizing web 2.0 isnt just the addition of a blog or wiki… </li></ul><ul><ul><li>Fundamental Change </li></ul></ul><ul><ul><li>Organizational Investment </li></ul></ul><ul><ul><li>Agility and Commitment </li></ul></ul><ul><li>Either is it a proven science </li></ul><ul><ul><li>There is plenty of wiggle room and many different ways to make the web 2.0 work for you. </li></ul></ul>

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