The document discusses the challenges facing German companies in adapting to Web 2.0. It notes that audiences now expect participation and sharing to be implicit online. Companies must embrace architectures of participation, collaboration, collective intelligence and social aspects of the web or risk losing their audience. German firms need to attend events, open their data, participate more online, and explore outside their core market if they want to stay competitive in the new media landscape shaped by Web 2.0.

1. Harsh Horizons
(Or how German companies need to sit up and
smell the web 2.0 coffee)
Ian Forrester – Senior Producer for BBC Backstage

2. Overview
 The challenge facing the BBC
 The people formally known as our audience
 What changed?
 Current state of the internet
 What's the hot topics in the UK?
http://www.flickr.com/photos/adammcgrath/429230598/

3. “Get web savvy or we die...”

4. On-line, but not part of the net

5. Many alternatives to our content

6. The socially participatory web
 Web 2.0, a phrase coined by O'Reilly Media
in 2004, refers to a perceived or proposed
second generation of Web-based services
such as social networking sites, wikis,
communication tools, and folksonomies that
emphasize online collaboration and sharing
among users.
 http://en.wikipedia.org/wiki/Web_2.0
http://www.flickr.com/photos/oceanflynn/315385916/

7. Where did our audience go?
http://www.flickr.com/photos/adammcgrath/429230598/

8. The people formally known,
as our audience
http://www.flickr.com/photos/libraryman/646403383/

9. Have better tools that us
http://www.flickr.com/photos/ericrice/1695411823/

10. Have more important things to do
http://www.flickr.com/photos/noneck/352489401/

11. Want to tell their own story
http://www.flickr.com/photos/13543974@N08/1447120293/

12. Expect participation
http://www.flickr.com/photos/iconolith/145162224/

13. Prefer a human tone
http://www.flickr.com/photos/jazzylemon/1447957159/

14. Expect to time-shift everything
http://www.flickr.com/photos/manu_le_manu/235186276/

15. Expect sharing to be implicit
http://www.flickr.com/photos/mimax/319342240/

16. Take note of what we do

17. Will tell us, if we are wrong
http://www.flickr.com/photos/problog/70829300/

18. Are not scared to explore beyond
http://www.flickr.com/photos/mamat/204542767/

19. Have great distribution methods
http://www.flickr.com/photos/technopops/11749497
7

20. See content as never finished
http://www.flickr.com/photos/peweck/423497311/

21. What changed?
 Architecture of participation
 Collaboration
 Collective intelligence
 Social
 Web as a platform
 Small Pieces Loosely Joined
 The Long tail
 Everything is miscellaneous
http://www.flickr.com/photos/mumbleyjoe/1565110782/

22. Architecture of participation

23. Architecture of participation
 Digg.com
 Alternative Reality Gaming

24. Collaboration

25. Collaboration
 Wikipedia.org
 Google Docs
 Wiki's
 Creative Commons ShareAlike licence

26. Collective intelligence

27. Collective intelligence
 This is not Groupthink
 Del.ico.us
 Wikipedia.org
 Amazon Mechanical Turk
 Free / Open Source Software

28. Social
http://www.flickr.com/photos/kino-eye/402560705/

29. Social
 Facebook / MySpace
 Linkedin.com / Dopplr.com
 Google OpenSocial
 Twitter / Jaiku
 BarCamp's / Meetup's
 Upcoming.org
 Massively Multiplayer Online Gaming
http://www.flickr.com/photos/kino-eye/402560705/

30. Web as a Platform

31. Web as a Platform
 API's (xml, json, yaml, php arrays, swx)
 RSS / Atom feeds
 Adobe Air / XUL platform (nytimes news
reader)
 Google Gears
 OpenID / Oauth
 Microformats
 Widgets
 Data Portability recommended stack

32. Small Pieces Loosely Joined
http://www.flickr.com/photos/superciliousness/1922398858/

33. Small Pieces Loosely Joined
 Mash-up culture
 APIs / WebServices
 Google OpenSocial
 Amazon WebServices (ec2, s3, etc)
 Peer 2 Peer services
 OpenID / OAuth
http://www.flickr.com/photos/superciliousness/1922398858/

34. The Long Tail

35. The Long Tail
 Amazon.com
 Netflix.com / Lovefilm.co.uk
 The Web
 YouTube
 Blogs
 Podcasts

36. Everything is Miscellaneous
http://www.flickr.com/photos/oberazzi/1306995840
/

37. Everything is Miscellaneous
 Amazon.com
 Last.FM / Musicbrainz
 Folksonomies
 Chaos / Disorder
 Messiness as Virtue
 Web of Data
 Preference
http://www.flickr.com/photos/oberazzi/1306995840
/

38. Examples – Panorama remixed
http://www.youtube.com/watch?v=dwTDvfjcUJU

39. Examples – Planet Earth parody
http://www.youtube.com/watch?v=ClCmO42_tQ0

40. Current state of the net
 Web of Data
 Semantic Web
 Open APIs
 Social Media
 Social Networking
 Life Streaming
 Perma-linked Media
http://www.flickr.com/photos/oberazzi/1306995840/

41. Web of data

42. Semantic Web
http://www.flickr.com/photos/dullhunk/639163558
/

43. Web 2.0: The Machine is Us/ing Us
 http://youtube.com/watch?v=6gmP4nk0EOE

44. Open API's

45. Social Media
http://www.flickr.com/photos/noodlepie/341534139
/

46. Social networking

47. Current state of social networking

48. Life streaming and flow apps

49. Perma-linked Media

50. The hot topics in the UK?
http://www.flickr.com/photos/adammcgrath/429230598/

51. Our competition
The list of the UK's Top 10 sites, based on unique visitors from a total of 32
million UK visitors aged 15+
2. 1. Google Sites 28,345 (88.8%)
3. 2. Microsoft Sites 26,759 (83.8%)
4. 3. eBay 21,599 (67.5%)
5. 4. Yahoo! Sites 21,039 (65.9%)
6. 5. BBC Sites 18,578 (58.2%)
7. 6. Ask Network 14,815 (46.4%)
8. 7. Time Warner 14,322 (44.9%)
9. 8. Amazon Sites 13,261 (41.5%)
 9. Fox Interactive 13,032 (40.8%)
 10. Wikipedia Sites 11,534 (36.1%)
http://www.flickr.com/photos/ross/49490304/

52. Data Portability
Data portability from social networks is going to become a
huge tech industry issue in the new year. Why?
Because well known tech blogger Robert Scoble has
had his Facebook account disabled after he tried to pull
out his 5,000 contacts (known as a social graph) from
the site. This will fire the starting gun on all the debates
about who owns your data on a social network,
debates which - till now - have seemed rather
theoretical, and could even lead to a revolt amongst
some Facebook users.
Mike Butcher, Tech Crunch UK -
http://uk.techcrunch.com/2008/01/03/facebook-blocks-scoble-for-
downloading-his-contacts/

53. Open ID providers
pip.verisign.com
sxipper.com
aol.com
telegraph.co.uk
typekey.com
openid.orange.fr
smugmug.com
openid.yahoo.com
blogger.com

54. The slow surrender to social media
http://www.flickr.com/photos/jimmykl/2240755602/

55. Social media platforms
Guardian Unlimited will hand some of its social media
platforms development to Texas-based Pluck.
Specifically, it will use its SiteLife suite, which gives
comment, rating, video, forum, blogs and social profile
features to readers.
The Guardian’s growing number of blogs is currently
powered by Six Apart’s MovableType and some other
commenting facilities have been tacked on to existing in-
house systems. Now Kevin Anderson and Meg Pickard
get to make one of their biggest platform changes since
their appointments as head of blogging and interaction
and head of communities and engagement in 2006 and
2007 respectively.
Robert Andrews, Paid Content - http://www.paidcontent.co.uk/entry/419-
guardian-to-give-readers-social-platform-taps-pluck-for-the-job/

56. The threat of file sharing networks

57. Playful experiences and media

58. Co-existing with pro-amateur's

59. Emerging devices and experiences
http://www.flickr.com/photos/keithwj/245183748/

60. Mobile opportunities
http://www.flickr.com/photos/mac_fun/2254316721

61. Over the Air

62. Web 2.0 coffee to takeaway
 Up your game, be active and stop waiting
 Attend events like BarCamp alongside conferences
 Stop thinking about your audience as users
 Your competition isn't what you think it is
 Explorer what's outside your core market
 Open any data you can under a non-commercial licence
 Markets are conversations
 Eat your own dog food and participate elsewhere
 Stop making excuses, just do it
http://www.flickr.com/photos/dogseat/436402348/

63. Thank you, any questions?
Ian Forrester - ian.forrester@bbc.co.uk
Senior Producer at BBC Backstage
http://www.flickr.com/photos/dogseat/436402348/ Presentation : CC BY-NC-SA