More Related Content
More from Gavin Heaton (17)
The Business Of Web 2.0 V6
- 1. The
Business Of Web 2.0
Opportunities and Lessons
The new B2C – Brand-to-Community –
strategy, tactics and learnings from the
Age of Conversation
Gavin Heaton // www.servantofchaos.com // servant@servantofchaos.com
© Gavin Heaton 1
www.servantofchaos.com
- 5. and inventing new ways to
share relevant knowledge
© Gavin Heaton 5
www.servantofchaos.com
- 7. As a direct result, markets
are getting smarter …
© Gavin Heaton
www.servantofchaos.com
7
- 9. 1. Markets are conversations.
© Gavin Heaton 9
www.servantofchaos.com
- 10. 2. Markets consist of human
beings, not demographic
sectors.
© Gavin Heaton 10
www.servantofchaos.com
- 11. 12. There are no secrets.
© Gavin Heaton 11
www.servantofchaos.com
- 12. 20. Companies need to
realize their markets are often
laughing. At them.
© Gavin Heaton 12
www.servantofchaos.com
- 14. 29. Elvis said it best: quot;We
can't go on together with
suspicious minds.quot;
© Gavin Heaton 14
www.servantofchaos.com
- 15. 36. Companies must ask
themselves where their
corporate cultures end.
© Gavin Heaton
www.servantofchaos.com
15
- 17. 60. Markets want to talk to
companies
© Gavin Heaton 17
www.servantofchaos.com
- 18. 67. As markets, as workers,
we wonder why you're not
listening …
© Gavin Heaton 18
www.servantofchaos.com
- 19. You seem to be speaking a
different language.
© Gavin Heaton 19
www.servantofchaos.com
- 20. 68. The inflated self-important
jargon you sling around …
what's that got to do with us?
© Gavin Heaton 20
www.servantofchaos.com
- 21. 69. Maybe you're impressing
your investors. Maybe you're
impressing Wall Street …
© Gavin Heaton
www.servantofchaos.com
21
- 23. 71. Your tired notions of quot;the
marketquot; make our eyes glaze
over.
© Gavin Heaton
www.servantofchaos.com
23
- 24. 72. We like this new
marketplace much better.
In fact, we are creating it.
© Gavin Heaton 24
www.servantofchaos.com
- 25. 73. You're invited, but it's our
world. Take your shoes off at
© Gavin Heaton
the door.
www.servantofchaos.com
25
- 26. 75. If you want us to talk to
you, tell us something. Make
it something interesting for a
change.
© Gavin Heaton
www.servantofchaos.com
26
- 27. 78. You want us to pay?
© Gavin Heaton 27
www.servantofchaos.com
- 28. … We want you to pay
attention.
© Gavin Heaton 28
www.servantofchaos.com
- 30. 84. We know some people
from your company. They're
pretty cool online …
© Gavin Heaton 30
www.servantofchaos.com
- 31. Do you have any more like
that you're hiding? Can they
come out and play?
© Gavin Heaton 31
www.servantofchaos.com
- 32. 87. We'd like it if you got
what's going on here. That'd
be real nice.
© Gavin Heaton 32
www.servantofchaos.com
- 33. 89. We have real power and
we know it.
© Gavin Heaton 33
www.servantofchaos.com
- 34. 95. We are waking up and
linking to each other. We are
watching. But we are not
waiting.
© Gavin Heaton
www.servantofchaos.com
34
- 35. Ten years on, the
Cluetrain still sounds
radical …
© Gavin Heaton 35
www.servantofchaos.com
- 37. Hands up if you have
heard of …
© Gavin Heaton 37
www.servantofchaos.com
- 41. This is Web 2.0
© Gavin Heaton 41
www.servantofchaos.com
- 46. People Online?
http://www.businessweek.com/magazine/content/07_24/b4038405.htm
© Gavin Heaton 46
www.servantofchaos.com
- 47. Why is this important?
© Gavin Heaton 47
www.servantofchaos.com
- 48. Five Impacts of Social Media
Experts coming under
pressure from new voices
who are early adopters of
new technology
© Gavin Heaton 48
www.servantofchaos.com
- 49. Five Impacts of Social Media
New organisations emerging
to deal with the social, cultural
and political changes
© Gavin Heaton 49
www.servantofchaos.com
- 50. Five Impacts of Social Media
There is a struggle to revise
the social and legal norms --
especially in relation to
intellectual property
© Gavin Heaton 50
www.servantofchaos.com
- 51. Five Impacts of Social Media
The concepts of identity and
community are transformed
http://darmano.typepad.com
© Gavin Heaton 51
www.servantofchaos.com
- 52. Five Impacts of Social Media
New forms of language come
into being
© Gavin Heaton 52
www.servantofchaos.com
- 53. Five Impacts of Social Media
Educators are pressured to
prepare their students for the
newly emerging world
© Gavin Heaton 53
www.servantofchaos.com
- 56. This goes beyond the question of
whether your company or brand
quot;should have a websitequot; or a
quot;blogquot;, but whether it is important for
you to be part of the web of
signification that creates the worlds
that we live in.
http://tinyurl.com/soc5impacts
© Gavin Heaton 56
www.servantofchaos.com
- 57. Social networking sites
now more popular than
porn sites.
Time, October 31, 2007
© Gavin Heaton 57
www.servantofchaos.com
- 59. Individualism Community
Independence Relationships
Commercialism Authenticity
Disconnect between how we
“express ourselves” and what
we “value”
© Gavin Heaton 59
www.servantofchaos.com
- 60. ABC, the third commercial network
in the USA began broadcasting in
1948
© Gavin Heaton 60
www.servantofchaos.com
- 61. 3 Networks x 60 years x 365 days
x 24 hours
=
1.5 million hours programming
© Gavin Heaton 61
www.servantofchaos.com
- 62. More than 1.5 million hours were
uploaded to YouTube in the last 6
months
© Gavin Heaton 62
www.servantofchaos.com
- 63. Over 9000 hours per day
200,000 3 minute videos
For an audience <100
88% new/original
© Gavin Heaton 63
www.servantofchaos.com
- 64. “Dunbar Number”
http://en.wikipedia.org/wiki/Dunbar's_number
© Gavin Heaton 64
www.servantofchaos.com
- 65. Only 18% of TV ad campaigns
generate positive ROI
-- Ad Age/Accenture
© Gavin Heaton 65
www.servantofchaos.com
- 67. Social Capital
http://tinyurl.com/soceffect
© Gavin Heaton
www.servantofchaos.com
- 68. Social Judgement
http://tinyurl.com/soceffect
© Gavin Heaton
www.servantofchaos.com
- 69. “75 percent of Fortune 1000
companies with websites will have
undertaken some kind of online social
networking initiative for marketing or
customer relationship purposes in the
next year.”
– Gartner, October 2008
http://gartner.com
© Gavin Heaton 69
www.servantofchaos.com
- 70. But 50% of those campaigns will be
classified as failures.
-- Gartner, October 2008
http://icanhascheezburger.com
© Gavin Heaton 70
www.servantofchaos.com
- 72. User Generated User Generated User Generated
Content Filtering Distribution
User Generated Context
http://tinyurl.com/socsimplesocialmedia
© Gavin Heaton 72
www.servantofchaos.com
- 73. Forget the hype, this is business …
© Gavin Heaton 73
www.servantofchaos.com
- 74. Business-to-Business
In B2B the value of what you
have to offer has few customers
BUT they are willing to pay a
Value and Effectiveness
premium.
Custom
Solutions
Complexity Volume
Enterprise SME Consumer
© Gavin Heaton 74
www.servantofchaos.com
- 75. Business-to-Consumer
The value of what you have to
offer has many customers BUT
the margins are incremental .
Value and Effectiveness
Mass prod /
volume
Complexity Volume
Enterprise SME Consumer
© Gavin Heaton 75
www.servantofchaos.com
- 76. Enterprise 1.0 Sales
Enterprise 1.0 firms are
designed to service these two
markets but they leave a gap in
between.
Value and Effectiveness
Custom Mass prod /
Solutions volume
Complexity Volume
Enterprise SME Consumer
© Gavin Heaton 76
www.servantofchaos.com
- 79. The Convergence of Markets
Knowledge Workers are no
longer happy to leave their rich
web experiences at home.
Value and Effectiveness
B2B B2C
Complexity Volume
Enterprise SME Consumer
© Gavin Heaton 79
www.servantofchaos.com
- 80. The Convergence of Markets
The NEW B2C …
Brand-to-Community extends
from the consumer space
through the enterprise
Value and Effectiveness
B2B Br2Comm B2C
Complexity Volume
Enterprise SME Consumer
© Gavin Heaton 80
www.servantofchaos.com
- 81. Web 2.0 opens markets and
changes the way that we interact.
© Gavin Heaton 81
www.servantofchaos.com
- 82. It represents a fundamental shift
in the nature of value
© Gavin Heaton 82
www.servantofchaos.com
- 83. It’s no longer about what you make
© Gavin Heaton 83
www.servantofchaos.com
- 84. … but what you know and
who you connect to
© Gavin Heaton 84
www.servantofchaos.com
- 85. Peter Steiner’s famous
cartoon captured a
realization and a spirit
of the time.
© Gavin Heaton 85
www.servantofchaos.com
- 86. The “level playing field”
had finally arrived.
© Gavin Heaton 86
www.servantofchaos.com
- 87. Samples
http://www.servantofchaos.com/20
08/07/where-the-hell.html
More than 6.8 million
student reviews of 1
million professors
http://ratemyprofessors.com
© Gavin Heaton 87
www.servantofchaos.com
- 88. Over 11 million views @
4:29 per view, 23 million
Google references
http://tinyurl.com/socwhereismatt
© Gavin Heaton 88
www.servantofchaos.com
- 89. Continuous Digital Strategy
Objectives
Measurement Audience
Commitment Footprint
Converse Content
http://tinyurl.com/socdigitalstrategy
© Gavin Heaton 89
www.servantofchaos.com
- 90. Tim O’Reilly’s Web 2.0
Blogs
Sharing UGC
Web2.0
Openness Wikis Social
Networks
http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
© Gavin Heaton 90
www.servantofchaos.com
- 91. The Machine is Us/ing Us
Understand Web 2.0 in four
minutes thanks to Prof Wesch
http://www.youtube.com/watch?v=6gmP4nk0EOE
© Gavin Heaton 91
www.servantofchaos.com
- 92. Web as a Platform
Let me tell you a story …
© Gavin Heaton 92
www.servantofchaos.com
- 93. It Enables
It started with a question …
http://www.drewsmarketingminute.com
© Gavin Heaton 93
www.servantofchaos.com
- 95. And the Person of the Year
Crowdsourcing …
© Gavin Heaton 95
www.servantofchaos.com
- 97. Data is the Next Intel Inside
© Gavin Heaton 97
www.servantofchaos.com
- 98. Lightweight Programming
Usable technology does the
hard work
http://pipes.yahoo.com
© Gavin Heaton 98
www.servantofchaos.com
- 99. Open Collaboration
103 authors across the globe
Http://technomarketer.typepad.com
© Gavin Heaton 99
www.servantofchaos.com
- 100. Software Everywhere
From idea to print in 3 months
http://lulu.com/ageofconversation
© Gavin Heaton 100
www.servantofchaos.com
- 101. Software Everywhere
Hard, soft and
eBooks
http://collaborativeideation.com
© Gavin Heaton 101
www.servantofchaos.com
- 102. Rich Experiences
Technology enabled the
project and the project
spawned the connections
© Gavin Heaton 102
www.servantofchaos.com
- 104. And We Raised Money
Raised $10,000 for
Variety in the first
60 days
http://varietychildrenscharity.org
© Gavin Heaton 104
www.servantofchaos.com
- 105. Prescribed Textbook
A number of US
colleges prescribed
the book as a text
© Gavin Heaton 105
www.servantofchaos.com
- 106. AdAge Feature
The book was
featured in the
AdAge Bookstore
© Gavin Heaton 106
www.servantofchaos.com
- 107. And Again in 2008
An even stronger
band of
contributors this
year
© Gavin Heaton 107
www.servantofchaos.com
- 109. Everything is
amplified
© Gavin Heaton 109
www.servantofchaos.com
- 110. Your business
ecosystem is the
consequence of
relationships
© Gavin Heaton 110
www.servantofchaos.com
- 111. It is subject to
unplanned futures
… or the ebb and
flow of trends and
events
© Gavin Heaton 111
www.servantofchaos.com
- 112. There are no
boundaries
© Gavin Heaton 112
www.servantofchaos.com
- 113. Everything is linked
to everything (and
everyone) else
© Gavin Heaton 113
www.servantofchaos.com
- 114. Have a large funnel
and focus on a goal.
© Gavin Heaton 114
www.servantofchaos.com
- 115. How Did It Work?
© Gavin Heaton 115
www.servantofchaos.com
- 116. Influencers and Connectors
It’s about reputation,
authority and
participation
http://tinyurl.com/socweakties
© Gavin Heaton 116
www.servantofchaos.com
- 117. Influencers and Connectors
Which gives your opinion
context, weight and
credibility
© Gavin Heaton 117
www.servantofchaos.com
- 118. Influence Ripples
And ripples across
the internet
http://darmano.typepad.com
© Gavin Heaton 118
www.servantofchaos.com
- 119. Measurement
But can you measure it?
© Gavin Heaton 119
www.servantofchaos.com
- 120. Measurement
Analytics + Page Rank +
Feeds + Time with Brand
+ Volume of Comments
© Gavin Heaton 120
www.servantofchaos.com
- 121. Return on Investment?
Determine the R first.
Social Media (and all marketing)
should be aligned with your business
strategy.
Listen first.
Understand audience behaviour.
Get help.
© Gavin Heaton 121
www.servantofchaos.com
- 122. Getting Started
It’s a conversation that
you start by LISTENING
© Gavin Heaton 122
www.servantofchaos.com
- 123. Licensing/Attributions
Flickr Images: Ideas:
http://www.flickr.com/photos/chicadecasa/ Tim O’Reilly: http://www.oreilly.com
http://www.flickr.com/photos/enviale/ David Armano: http://darmano.typepad.com
http://www.flickr.com/photos/ryanmft/ Drew McLellan: http://www.drewsmarketingminute.com
http://www.flickr.com/photos/redvers/ Sean Howard: http://www.craphammer.ca
http://www.flickr.com/photos/articnomad/ Geoffrey Moore: http://geoffmoore.blogs.com
http://www.flickr.com/photos/modadimagno/ Joseph Jaffe: http://www.jaffejuice.com
http://www.flickr.com/photos/st3f4n/ Katie Chatfield: http://www.getshouty.com
http://www.flickr.com/photos/jluna/
http://www.flickr.com/photos/calanan/ See my blogroll @ servantofchaos.com
http://www.flickr.com/photos/austinellison/
http://www.flickr.com/photos/spittal/ Get this presentation:
http://www.flickr.com/photos/jepoirrier/ www.slideshare.net/servantofchaos
http://www.flickr.com/photos/edtarwinski/
http://www.flickr.com/photos/thomashawk/
http://www.flickr.com/photos/jonnybaker/
© Gavin Heaton 123
www.servantofchaos.com
- 124. Flickr
Gadl:
http://www.flickr.com/photos/gadl/274460455/
Obo Bobolina
http://www.flickr.com/photos/obo-bobolina/1544393823/
Driph
http://www.flickr.com/photos/driph/2534655305/
Eric Rice
http://www.flickr.com/photos/ericrice/3862126/
Pingnews.com
http://www.flickr.com/photos/pingnews/473141678/
Lincolnian
http://www.flickr.com/photos/lincolnian/1829986285/
ProfessorMortis
http://www.flickr.com/photos/professormortis/2279725463/
James Good
http://www.flickr.com/photos/jamesgood/363013819/
© Gavin Heaton 124
www.servantofchaos.com