This document provides an overview and history of Web 2.0 and social media theory. It discusses how science fiction envisioned modern digital technologies, defines key aspects of Web 2.0 like user-generated content and collaboration. The document also covers social media adoption cycles, different social platforms' approaches and positioning, and evolving business models in this space. Theories discussed include Gartner's Hype Cycle, Metcalfe's Law, and the long tail. The document emphasizes that foundational strategies and theories continue to drive digital marketing success despite constant interface changes.

1. Web 2.0 History & Theory
Jake Aull, GSU Social Media Marketing Course
Fall 2011

2. Today’s Content
September 2011
• Reference last class slides
• Apple’s iPad sues Samsung over iPad
– Stanley Kubrick’s 2001: A Space Odyssey
– http://abcnews.go.com/Technology/apple-ipad-samsung-galaxy-stanley-kubrick-showed-tablet/story?
id=14387499
• Star Trek:
http://www.filmjunk.com/2009/01/21/treknobabble-50-top-10-star-trek-
inventions-in-use-today/
• T.O.C.:
– History of Web 2.0
– Social Media Theory
– Social Sites & Positioning
– Summaries & Web Futures…

3. History of Web 2.0

4. The Birth of Web 2.0
September 2011
• Birth of the “prosumer”
http://socmedgsucourse.wordpress.com/2010/11/02/what-is-the-prosumer/
• Did science fiction invent today’s digital space?
• “What is Web 2.0?”
http://socmedgsucourse.wordpress.com/2010/11/12/what-is-web-2-0/
• The Boom of Social Sites
http://www.focus.com/images/view/3504/

5. Web 1.0 vs. Web 2.0
September 2011

6. Web 2.0 History
September 2011
• History of SoMe:
– Why was film The Social Network so popular?
– The valid history is neither that, nor
Twitterville (book on history of Twitter), nor
Amazon.com
– History of functionality/usability/collaboration
– Time Magazine s Person of the Year is You

7. Web 2.0 History
September 2011
• History of causes and non-profit fund-raising:
– www.Sixdegrees.org
– FirstGiving.com
– www.YourCause.com
– Yahoo for Good
– NetworkForGood.org
– www.Change.org
– ammado.com
– zazengo.com
– Razoo.com
– BringLight.com
– www.socialvibe.com
– Article Source: http://EzineArticles.com/1571059

8. Technology Adoption Periods

10. Social Media Theory

11. Blurred Lines Online
September 2011
• What functionality represents SoMe and Web 2.0?
(functionality vs. benefits)
• Does SoMe disappear; becoming just the Web?
• Do wikis disappear, becoming CMSes and group
content sharing cloud apps?
• Pandora: SoMe, a Web service, or just a website?
Where s the line?
• Social Media: Everyone is a Rock Star…

12. Theory
September 2011
• Gartner s Hype Cycle
- The dot-com bubble burst
- Second Life
- http://rww.to/djxTAB
• The Walled Garden
• Moore s Law; IT capacity doubles every 2 years
• Metcalfe s Law:
– The power of web networks has increased extraordinarily the speed, reach
andinteractivity of social communication. The phenomenon, originally idealised
by BobMetcalfe in the early 1980s, came to be known later as Metcalfe s Law. It
suggests that as the number of people in the network grows, connectivity also
increases, if these people link to each other s content, then the value grows
exponentially (Primark case study; Hendler andGolbeck 2007).
– – also can reference: http://bit.ly/hcelQt
• Idris Moote s The New 4 Ps
– http://www.futurelab.net/blogs/marketing-strategy-innovation/2007/07/
web_20_and_the_marketing_new_4.html

13. Gartner’s Hype Cycle
http://rww.to/djxTAB

14. Theory
September 2011
• Long Tail theory
- Sears Catalog? (Google Speaks by Janet Lowe)
• Facebook, LinkedIn are network effects, but their advertisers and
communicators are long tail?
• Remember the long tail for SEO…
• Post-Gutenberg media economics (Clay Shirky s Cognitive Surplus)
• Amazon.com
– Recommendation Engines
• Anderson s Free! Why $0.00 is the Future of Business.
• Why do Google, Facebook and Wikipedia do so much for little or no
revenue?

15. Social Sites Approach & Positioning

16. Approach
September 2011
• Facebook becomes infrastructure
– Once in Facebook, why leave Facebook?
– HTML in Facebook
– MS Windows started as a user-installed software option,
for logging in after .DOS
– Early internet had various desktop application choices
(BBS) – and then Netscape.
– Facebook becomes the internet/the internet becomes
Facebook? (CNBC 2011 special)
• Groundswell: (POST)
People
Objectives
Strategy
Technology
&: Listening; Talking; Energizing; Supporting; Embracing

17. SoMe Channels Biz Positioning
September 2011
• mySpace: death or rebirth – what do you think?
– Will Facebook or LinkedIn suffer same fate?
– Other dead SoMe sites?: Friendster, Spoke, Reddit/
Digg/Technoratti?
– If mySpace is differentiated for musicians, can Tumblr
differentiate for creatives?
– classmates.com?
– ancestry.com?
– myYearbook.com
• Google+ vs Facebook
• Freemium models (see my blog post:
http://jakeaull.wordpress.com/2011/07/08/free-digital-marketing-tools-you-should-know-about/)
– Think Chris Anderson’s “Why business is Free”

18. SoMe Channels Biz Positioning
September 2011
• Mass-couponing models (Groupon, Scoutmob) –
retention or one-time acquisition at loss?
• Self-organization models (air flights and ride-share
sites); new eConomics?
• At a seminar it was stated that successful new
company models are built with social media business
integration in mind.
• Zuccerberg s Baked-In concept?
• LinkedIn strategies
- Integrate blog
- And box.net files

19. Social Channels Map

20. Summaries & Web Future…

21. How Business Approach Has Changed in Web 2.0

22. Web 3.0
• The Semantic Web (vs. contextual)
• Geo-Local/GPS
• The Web is the interface
– The world is the interface
• http://www.netlingo.com/dictionary/w.php

23. Recap Questions
• What are differences between Web 1.0 & 2.0?
• What were the nature of early Web 2.0/social
media sites?
• What is Gartner’s Hype Cycle and why is it
important?
• Biz models: Freemium, Long-tail

24. Summary
• People say social media is dated the minute you publish or teach
it; this is tactical thinking.
• The earlier strategies, laws and theories behind successful digital
marketing continue to drive digital channel growth and success.
• Focus on those macros for marketing planning; Facebook will
change its interface again next month anyway.
• Next slides:
http://www.slideshare.net/JakeAull/thechgchallengethe-social-trade