Introduction to web 2

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Introduction to web 2

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  • 465 million from http://www.microsoft.com/Presspass/press/2007/aug07/08-22NokiaMSLiveServicesPR.mspx?rss_fdn=Press%20Releases
  • (source: T. Friedman, The World is Flat)
  • Source: presentation by Jennifer Wilson, Head of Innovation, NineMSN from http://www.nickhodge.com/blog/archives/2030
  • Reference:
  • Source: presentation by Jennifer Wilson, Head of Innovation, NineMSN from http://www.nickhodge.com/blog/archives/2030
  • Introduction to web 2

    1. 1. INTRODUCTION TO WEB 2.0 Nick Hodge Professional Geek, Digital Diplomat Microsoft Australia nhodge@microsoft.com http://nickhodge.com/ Slides version 1.1 23-august-2007
    2. 2. Agenda  Backgrounder  Web 2.0 phenomenon (or mighty IT hoax?)  Next steps for your organisation  This presentation: text on slides, conversation, demonstration  Links: in presentation, you can download l8r
    3. 3. Who is Microsoft?  Founded 1975  Worldwide organisation  $51b Revenue; 78,000 employees.  5-8% are blogging  More than software on your PC/Servers: online: http://live.com/ and many, many other things.  Live.com: 465 million unique users per month
    4. 4.  Source: http://icanhascheezburger.com/
    5. 5. Who is Nick Hodge?  MBA ,TechMgmt (2003 LaTrobe Univ)  Apple+Adobe=11 years  Including 3 years of sales management  6 months self-funded sabbatical  2007: Microsoft:  Professional Geek (doing)  Digital Diplomat (explaining my doing)  http://nickhodge.com/ (sometimes top 100 AU,Technorati.com <50K)
    6. 6. Background  Web 2.0 is not a new product  Web 2.0 is not “must beWeb 2.0 compliant” a check mark  Web 2.0 is a period of time  characterised by unique movements, technologies, philosophies and events, where promise of the internet democratising communications takes effect
    7. 7. The Internet  This is a fundamental re-organising of the power of to the end user  Hierarchical vs. Network connection model  (for end user, read: consumer, customer, citizen)
    8. 8. History of the Internet  DARPA: fail-safe communications network  TCP/IP  1969 to 1993: research, “RFCs”  Compare with OSI standardisation process  1993 to now: commercial  Online: BBS, CompuServe,AOL predate  Humans want to communicate
    9. 9. Web 1.0 (1994 to 2001)  Web browser/server  Netscape, Internet Explorer  Windows 95  Generation-YTheory  Gold rush to pyrites (fools’ gold)  Dot-com crash
    10. 10. Legacies of Web 1.0  Sales and Marketing adoption ofWeb  Operational efficiencies driven by cost cutting = ICT  Flattening of the world, supply chains  Bandwidth (wired, wireless) investment  Ref:Thomas L. Friedman, TheWorld is Flat
    11. 11. Environmental Drivers  Cost of Hosting  CPU performance  Maturity of web platforms: eg, ASP.NET  Customer/client ICT maturity  Bandwidth increase  Constant cost reduction cycle
    12. 12. eCommerce is so Web 1.0  eCommerce is an outdated term  Based on drivers, all businesses have an “eCommerce”  Email, eTax, web site…  Organisations must now deeply integrate ICT to further their productivity  There is a new way of engaging a largely online community
    13. 13. Keystones of Web 2.0  The Cluetrain Manifesto  http://www.cluetrain.com/  The LongTail  http://www.thelongtail.com/  Read/WriteWeb  http://www.oreilly.com/catalog/wemedia/book/ch 02.pdf  Folksonomy  http://en.wikipedia.org/wiki/Folksonomy
    14. 14. Web 2.0 Foundations  Write and read  Rewrite, write and read (mashup)  Authentic voice, augmented conversation  Weblogging aka Blogging aka Blogs  Podcasts/Vidcasts
    15. 15. Write/ReWrite/Read Web  Value of Write is greater than Read  Comments on Blogs  http://digg.com/ style voting  Mashup: ReWrite  Copyright, IP: (cc) Creative Commons  http://creativecommons.org/  Wiki-world  http://wikipedia.org/  Or install your ownWiki
    16. 16. Blogging  ‘log of your life, thoughts’: personal  Write a blog entry, get comments, get trackbacks  Creating read/write community  Everyone has a voice
    17. 17. Micro-blogging / Chat  Twitter  Lifeblogging / Lifestreams  Chat / Skype  Phone calls, emails instrusive  Voice calls over the internet
    18. 18. Demystifying some Technologies  AJAX  SOAP, REST  S+S  RSS  <joke>TLAs out of my ASS</joke>
    19. 19. {Micro}commerce  eBay: anyone can buy and sell  Reputation based on community (write)  What is your IP?What is your USP?  Is it your brand? Is it bounded exclusivity?
    20. 20. Brand, Trust and Risk  Value of your Brand  What are people saying about you now?  Who represents your Brand online?  What is your “online face?”  Should you engage online at all?  How do you engage?
    21. 21. Social Networking  Tools for connecting groups of people  Myspace  Linkedin  Facebook  AU: Facebook grew 93% Mid Apr to Jun 07  Instant Messaging (IM)  Twitter  WoW (small note on SecondLife)
    22. 22. Genertional Shift  Media consumption  US Newspaper sales, AUTV consumption  Eyeballs, eyeballs, eyeballs  Communications methods: online  Generation-Y / Generation-C
    23. 23. Mobile  What device are you carrying right now?  Mobile devices are personal.  >100% Mobile penetration in Australia  Mobile devices are a platform  Social networking on mobiles will drive the next generation (apps) Source: presentation by JenniferWilson, Head of Innovation, NineMSN from http://www.nickhodge.com/blog/archives/2030
    24. 24. Business: Next Steps  Finding and sustaining your authentic voice in online conversations  Honestly engaging in existing conversations  What is the risk of not investing in your brand to maintain the trust relationship?
    25. 25. Case Studies  Wikis  Blogging  YouTube  http://willitblend.com/  CSIRO: http://www.youtube.com/watch?v=uwvKGJXvHZA  Social Networking Backlash  “deconstructing” the $5b waste: http://www.acidlabs.org/2007/07/31/on-banning- social-computing-in-the-enterprise
    26. 26. Final (semi-Random) Thoughts  You cannot outsource community engagement  But you can have your community with you  Simplify your communications policies  Give your employees a voice  Go to the existing community, on their terms  Online Measurement is more accurate  Learn from mistakes, correct, continue
    27. 27. Resources I know of…  Australian Expertise  DesWalsh: http://www.thinkinghomebusiness.com/  Technical: http://www.thebitbucket.net/  Community: http://silkcharm.blogspot.com/  Usability:  Web2.0: http://acidlabs.org/  HR: http://www.specht.com.au/michael/
    28. 28. Thanks  Nick Hodge  nhodge@microsoft.com  http://nickhodge.com/  http://twitter.com/nickhodge

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