1.
Web 2.0 Hosting the Conversation

2.
The World in Which we Live The Consumer is in Control

3.
Consumers have unlimited options

4.
Consumers are avoiding advertising Pop-up Blocker

5.
Some are revolting against it

6.
Consumers are Online

9.
Consumers are going to the web What are they finding?

10.
Web 1.0 Company to Consumer: Shut up & listen Consumer to company: Is anyone there?

11.
Web 1.0 <ul><li>One-way communication </li></ul><ul><li>Pretty postcards </li></ul><ul><li>“brochure-ware” </li></ul><ul><li>Internet is just another channel </li></ul><ul><li>“Corporate-speak” </li></ul>

12.
Web 1.0 <ul><li>People want human interaction </li></ul><ul><li>The Internet is NOT just another channel for broadcasting </li></ul><ul><li>The conversation went elsewhere </li></ul>

13.
If Web 1.0 is dead… …what is Web 2.0?

14.
Web 2.0 – three facets <ul><li>Design </li></ul><ul><li>Open source </li></ul><ul><li>Communications </li></ul>

15.
Web 2.0 Design Customers want a rich user experience

16.
MINIUSA.com

17.
comeclean.com

18.
nike.com/nikeplus

19.
Web 2.0 Open Source If you want to get, you gotta give

20.
aws.amazon.com

21.
code.google.com

22.
RSS

25.
Web 2.0 Communication Who will host the conversation?

26.
Markets are Conversations <ul><li>Companies must: </li></ul><ul><li>Pay attention </li></ul><ul><li>Participate </li></ul>

27.
Who do consumers trust? <ul><li>CEO or Secretary? </li></ul><ul><li>Marketing or peer? </li></ul><ul><li>“ a person like me” </li></ul><ul><li>i.e. other consumers </li></ul>

28.
Social Media put Consumers in Control of the conversation Every consumer is…

29.
… a publisher

30.
…a DJ

31.
…an expert

32.
…a broadcaster

33.
…an editor

34.
…a network

35.
…a critic

36.
…syndicated

37.
<ul><li>If institutions want to participate in this conversation, they must acknowledge and facilitate consumer control. </li></ul>

38.
Changing MSM The mainstream media are opening their sites to citizen journalism

39.
ushare.keloland.com/ushare

41.
Changing Companies Companies are creating what are essentially online databases that capture user generated content

42.
amazon.com

43.
ebay.com

44.
musicdownloads.walmart.com

46.
Thank You <ul><li>Nathan Schock </li></ul><ul><li>Director of Public Relations </li></ul><ul><li>Breukelman Kubista Group </li></ul><ul><li>freshglue.com </li></ul><ul><li>myspace.com/nschock </li></ul><ul><li>linkedin.com/in/nschock </li></ul><ul><li>AIM: natjoschock </li></ul><ul><li>Skype: nathanschock </li></ul>

47.
References <ul><li>Slide #4: tivo.com, toolbar.google.com, xmradio.com, donotcall.gov </li></ul><ul><li>Slide #5: adbusters.org, nologo.org. Hat tip to Piers Fawkes, PSFK ( www.psfk.com/branded_utility_psfk_13nov06.pdf ) </li></ul><ul><li>Slide #6: Pew Internet & the American Life Project ( www.pewinternet.org/trends/Internet_Adoption_4.26.06.pdf ) </li></ul><ul><li>Slide # 7, 8: Morgan Stanley, Mary Meeker & David Joseph ( www.morganstanley.com/institutional/techresearch/pdfs/Webtwopto2006.pdf ) </li></ul><ul><li>Slide #16: MINIUSA.com. Hat tip to David Armano, Logic + Emotion, and Kevin Mullet, Macromedia Experience Design Team, The Essence of Effective Rich Internet Applications ( http:// darmano.typepad.com/for_blog/essence_of_ria.pdf ). </li></ul><ul><li>Slide #17: comeclean.com </li></ul><ul><li>Slide #18: nike.com/nikeplus </li></ul><ul><li>Slide #20: aws.amazon.com </li></ul><ul><li>Slide #21: code.google.com </li></ul><ul><li>Slide #22: feedicons.com </li></ul><ul><li>Slide #23: bloglines.com </li></ul><ul><li>Slide #24: my.yahoo.com </li></ul>

48.
References <ul><li>Slide #26: Cluetrain Manifesto (cluetrain.com) </li></ul><ul><li>Slide #27: Edelman 2006 Annual Trust Barometer ( edelman.com/image/insights/content/FullSupplement_final.pdf ). </li></ul><ul><li>Slide #29: blogger.com, typepad.com, wordpress.org, spaces.live.com </li></ul><ul><li>Slide #30: podcast.net, apple.com/itunes, music.podshow.com, apple.com/ipod </li></ul><ul><li>Slide #31: wikipedia.org </li></ul><ul><li>Slide #32: youtube.com </li></ul><ul><li>Slide #33: digg.com </li></ul><ul><li>Slide #34: myspace.com/nschock </li></ul><ul><li>Slide #35, 42: amazon.com </li></ul><ul><li>Slide #39: ushare/keloland.com/ushare </li></ul><ul><li>Slide #40: argusleader.com/apps/pbcs.dll/section?Category =COMMUNITYPUB </li></ul><ul><li>Slide #43: ebay.com </li></ul><ul><li>Slide #44: musicdownloads.walmart.com </li></ul><ul><li>Slide #45: music.yahoo.com </li></ul>