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WEB 2.0 MARKETS AS CONVERSATIONS

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Rosario Sica
Rosario Sica
BusinessTechnology
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TIME December 1982
TIME December 2006
A big phenomenon: the barriers of technology fall away The era of “user-generated content” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[Google bought for $1,6 Bil] [News Corp bought for $580 Mil] ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[Yahoo bought in 2006] ,[object Object],[object Object],[object Object]
Web 2.0: overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Web 2.0 facilitates collective intelligence Collaboration, Capitalization, Knowledge Sharing, Convergence Source: www.oreillynet.com
From Gutenberg to Berners-Lee Some specific phenomena ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Gutenberg The era of mass media Berners-Lee The era of social networking and conversation
 
 
 
 
 
The cluetrain Manifesto ,[object Object],[object Object]
Theses 1 – 6: Markets are Conversations ….95 theses… ,[object Object]
The voice of the customer: market becoming conversation ,[object Object],[object Object]
The phenomenon of Blog http://news.netcraft.com/archives/web_server_survey.html Over 50 million of Blogs (as at 09/2006). Doubling every six months 75.000 Blogs created every day
Is it true that markets are conversations? The future of the brands is in the interactions with clients, not in the products” The Blog of the President of Sun Microsistems, Jonathan Schwartz http://blogs.sun.com/jonathan/ The launch of the Fiat Bravo with the conversations of clients www.quellichebravo.it Innovation of new product (Lego Mindstorm) with communities of customers The Blog of the CEO of DUCATI http://blog.ducati.com/ The company answer the case Kriptonite http://www.blogs4biz.info/index.php?title=la_lezione_di_kriptonite_e_kensington&more=1&c=1&tb=1&pb=1 Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Hardcover) ROBERT SCOLBE
Is it true that markets are conversations? The future of the brands is in the interactions with clients, not in the products”
Fiat: a case of innovation in the greatest turnaround of all time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
 
 
 
 
The launch of a new product based on conversations with client
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The “Millennials” Generation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Is Europe ready for the millennials? Forrest Consulting Research, November 2006
 
 
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WEB 2.0 MARKETS AS CONVERSATIONS

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  • 16. The phenomenon of Blog http://news.netcraft.com/archives/web_server_survey.html Over 50 million of Blogs (as at 09/2006). Doubling every six months 75.000 Blogs created every day
  • 17. Is it true that markets are conversations? The future of the brands is in the interactions with clients, not in the products” The Blog of the President of Sun Microsistems, Jonathan Schwartz http://blogs.sun.com/jonathan/ The launch of the Fiat Bravo with the conversations of clients www.quellichebravo.it Innovation of new product (Lego Mindstorm) with communities of customers The Blog of the CEO of DUCATI http://blog.ducati.com/ The company answer the case Kriptonite http://www.blogs4biz.info/index.php?title=la_lezione_di_kriptonite_e_kensington&more=1&c=1&tb=1&pb=1 Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Hardcover) ROBERT SCOLBE
  • 18. Is it true that markets are conversations? The future of the brands is in the interactions with clients, not in the products”
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  • 28. The launch of a new product based on conversations with client
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Editor's Notes

  1. First of all, I would like to thank Prof du Toi, at the department of information and knowledge management, for this opportunity to address you today on a topic I am very passionate about. A word of introduction, my name is Rosario Sica and I collaborate with the University of Insubria in Varese, Italy, in the Department of information and communication technology. As a pass time, I am also a director at a management consulting company, being in charge of the area of New Technologies. Over the past year I have been in charge of projects to develop knowledge management systems and community management systems on clients such as Barclays Financial Group, Eurizon Financial Group and other large corporations.