The document summarizes the evolution of managing websites and marketing in four acts: Act One discusses how the internet has become more conversational as people expect open and honest communication rather than corporate marketing. Act Two explains how websites and marketing need to shift from one-way content to two-way conversations and relationships by using tools like blogs, social media, and user-generated content. Act Three explores how building relationships and conversations can benefit companies through brand advocates, insights, and lower marketing costs. Act Four argues that for companies to truly adapt they need to view customers as partners rather than audiences and empower employees to communicate openly across the organization.

1. managing Web 2.0 March 2007 a story in four acts

2. act One the changing world

3. the times they are a changin’ … markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do. www.cluetrain.org non-profits non-profits

4. the changing Internet a NASA weather map lunch with a VC a poem

5. the changing ‘audience’ active networked passionate articulate expectations ideas

6. the changing ‘media’ diffuse real-time personal mobile citizens

7. the changing art of ‘marketing’ crm permission cause niche social one-to-one

8. intermission The Tahoe wwjd

9. intermission imagine

10. act Two the Live Web

11. the Live Web from websites… to streams from content… to stories from audiences… to partners from niches… to people from pr… to content relationships from marketing… to conversations and... from reaching… to joining your market

12. the key media & technologies blogs podcasts social networking spaces video/photos/music tags feeds

13. the key themes content relationships content architecture open source content voice

14. the key drivers the new 3 P’s passion personality purpose conversation

15. intermission

16. intermission imagine

17. act Three the bottom line

18. sticks… You’ll always find me in the kitchen at parties the conversation continues new relationships start new memes fly talked about and talked with

19. … and carrots relationships ‘brand advocates’ insight and intelligence just in time cost

20. in the commercial world campaigns Howard Dean and a vision Fundraising the Savoy Tailor communications Google and Microsoft

21. in the real world campaigns Greenpeace and blogs plural fundraising chez pim and the power of crowds communications Nick and duck and cover

22. intermission

23. intermission imagine

24. act Four but what about..?

25. but what about… stakeholders conversations criticism staff messages management

26. turn it around stakeholders partners issue advocates networkers

27. turn it around staff everyone’s job team-building creative thinking voice

28. the new crm Conversations embedding the Live Web in marcomms and strategy Relationships criticisms and commentary Management resources, time and space

29. a live organisation devolved communications devolved ‘ownership’ open source network effect flexible

30. the roadmap voice audit partnerships audit open source vision training resourcing embedding and developing

31. coda the fud problem

32. the real problem Fear Uncertainty Doubt

33. The End far from