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Achieving Social and Business Potentials in the Web 2.0 World


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Presentation to Cathay Pacific Airways staff -- 2009.03.25

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Achieving Social and Business Potentials in the Web 2.0 World

  1. 1. Achieving Social and Business Potentials in the Web 2.0 World Seminar for Cathay Pacific Airways Ltd Charles Mok Internet Society Hong Kong Mar 25 2009
  2. 2. What is Web 2.0? <ul><li>Definition by O'Reilly (2005) </li></ul><ul><ul><li>Core concept to summarize all network behavior: interactive and sharing </li></ul></ul><ul><ul><li>Web based platform </li></ul></ul><ul><ul><li>Intelligence from the masses </li></ul></ul><ul><ul><li>Information becomes the new 'Intel inside' </li></ul></ul><ul><ul><li>Eternal upgrades – forever beta </li></ul></ul><ul><ul><li>Rich user experience </li></ul></ul><ul><ul><li>Rapid response </li></ul></ul><ul><ul><li>User created content (or user generated content) </li></ul></ul>
  3. 3. Before Web 2.0, there was... <ul><li>'Web 1.0 -> 1.5' </li></ul><ul><ul><li>Top-down </li></ul></ul><ul><ul><li>'Content is king' </li></ul></ul><ul><ul><li>Email was the only killer application </li></ul></ul><ul><li>Web 1.0 -> 2.0 </li></ul><ul><ul><li>From Yahoo! to Google </li></ul></ul><ul><ul><li>Amazon </li></ul></ul>
  4. 4. Long Tail Theory (Anderson, 2004) Book (2006)
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  10. 12. Politics 2.0 <ul><li>From Campaign 2.0 to President 2.0 </li></ul><ul><li>Democratic pollster Peter Hart: “2008 is the first modern election where technology enabled supporters to play a direct role in the campaign. It's the first election where citizen media dominated the dialogue.&quot; </li></ul><ul><li>A look at campaigns in Taiwan, US and Hong Kong </li></ul>
  11. 13. Taiwan: from SMS (2004) to video (2008)
  12. 14. Political videos in Hong Kong
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  14. 16. US Presidential Election 2008 <ul><li>Obama's web strategy </li></ul><ul><ul><li>He knows he could not win without an effective Internet strategy </li></ul></ul><ul><ul><li>Arianna Huffington: Obama would not have won in 2004 </li></ul></ul><ul><li>Long campaign from party to national </li></ul><ul><li>Money, money, money </li></ul><ul><ul><li>The long tail of political donation </li></ul></ul>
  15. 17. US Presidential Election 2008 <ul><li>Obama Girl </li></ul><ul><ul><li>&quot;I Got a Crush...On Obama&quot; </li></ul></ul><ul><ul><li>&quot;Obama Girl Returns for Iowa&quot; </li></ul></ul>
  16. 18. The Obama Lesson
  17. 19. Evolution of Obama's web strategy <ul><li>Election website: -- keep going! </li></ul><ul><li>Transition website: </li></ul><ul><li>Presidential website: </li></ul><ul><li>Google Government </li></ul><ul><ul><li>Consistence in style </li></ul></ul><ul><ul><li>Participatory – it is people's expectation now (Pew Research) </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><li>Beyond the web </li></ul><ul><ul><li>Social networking strategy </li></ul></ul><ul><ul><li>YouTube vs TV, radio </li></ul></ul><ul><ul><li>Blackberry </li></ul></ul><ul><ul><li>SMS: Announcement of VP candidate in August using SMS </li></ul></ul>
  18. 20. Pursuant to federal law, government-produced materials appearing on this site are not copyright protected.
  19. 22. Creative Commons
  20. 23. Who are our Consumer 2.0?
  21. 24. Digital Natives <ul><li>Digital Natives, Digital Immigrants – Marc Prensky 2001 </li></ul><ul><ul><li>'Our students have changed radically. Today's students are no longer the people our educational system was designed to teach.' </li></ul></ul><ul><ul><li>'Our Digital Immigrant instructors, who speak an outdated language (that of the pre-digital age), are struggling to teach a population that speaks an entirely new language.' </li></ul></ul><ul><ul><li>School didn't teach me to read—I learned from my games. </li></ul></ul><ul><ul><li>From Computer Literacy to Media Literacy </li></ul></ul>
  22. 25. New Model: New Opportunities Image under CC from Tobias Eigen
  23. 26. Monitoring Consumer Generated Media <ul><li>CGM </li></ul><ul><ul><li>Blogs, forum, chat rooms, newsgroups and other content sites </li></ul></ul><ul><ul><li>Gathering consumer insights and opinions from captured CGM data </li></ul></ul><ul><ul><li>Historical vs. current </li></ul></ul><ul><ul><li>CGM monitoring vs. opinion polling? </li></ul></ul><ul><ul><ul><li>Predictive characteristics? </li></ul></ul></ul><ul><ul><li>E.g. local firm K-Matrix </li></ul></ul>
  24. 27. Online Donation: Everyday Hero
  25. 28. Free Knowledge: OOPS
  26. 29. <ul><li>莫乃光 Charles Mok </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>