The document provides an overview of Web 2.0 and social media. It discusses the evolution from Web 1.0 to Web 2.0, how users have shifted from passive consumers to active participants and creators of content. It also analyzes different types of social media users and their level of participation, from creators and critics to collectors, joiners and spectators. Additionally, it questions whether Microsoft can be considered Web 2.0 based on some of their strategies and services.

1. Web 2.0 – An introduction Vincenzo Cosenza [email_address] Blog: www.vincos.it Skype: vincos73

2. Agenda What is the Web 2.0 Profiles of the new consumer Is Microsoft web 2.0 ?

3. Web 1.0 Contents produced by big media companies User is a lurker, a mere visitor It’s difficult to create websites and web apps Browsing from a PC is the only way to surf the web

4. Web 2.0 Web as a platform Harnessing collective intelligence Data is the next “intel inside” End of the software release cycles Lightweight Programming Models Software Above the Level of a Single Device Rich User Experience

5. Summin’ Up Web 2.0 is the combination of: Tools and technologies Business models Social and cultural trends Which drive the individual creation and sharing of contents on the Net Web 1.0 was Commerce, Web 2.0 is People Ross Mayfield

6. 1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media . 9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. 10. As a result, markets are getting smarter, more informed, more organized . Participation in a networked market changes people fundamentally. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. 75. If you want us to talk to you, tell us something . Make it something interesting for a change. 95 Theses of the Cluetrain Manifesto The Cluetrain Manifesto: The End of Business as Usual : Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

7. The Long Tail theory – Chris Anderson Online services carry far more inventory than traditional retailers. Rhapsody offers 19 times as many songs as Wal-Mart’s stock of 39,000 tunes. The appetite for Rhapsody’s more obscure tunes (charted in red) makes up the so-called Long Tail. Meanwhile, even as consumers flock to mainstream books, music, and films (bottom), there is real demand for niche fare found only online

8. We are the Social Media Social Media are online tools and practices aimed to share experiences , opinions , creations .

9. Web 2.0 overview...

10. … hundreds of web services

11. Media by type of interaction Many to Many Many to One One to Many One to One

12. Blogs 120 million weblogs worldwide Japanese is the #1 blogging language at 37% English at 36%, Chinese at 8% Italian at 3%

13. From blogs to social network Content has a social role ,it becomes a pretext to create social networks. People don't connect in a void , they connect by sharing experiences or objects, and content ( news, videos, pictures, music, links, books, games, opinions, etc .) is an extremely powerful social object .

14. Social Network in the world Every country has it’s own Social Network. Culture is the connection between Country and Social Network

15. MySpace Users : +11 million Gender : 63% female, 36% male Age : 20% <18 yrs, 40% 18-25 yrs 27% 26-35 yrs, 7% 36-45 yrs, 6% >45 yrs % of users in other social network: 15% are on Facebook 17% are on Hi5 , 9% are on Friendster 2% are on LinkedIn, 6% are on Plaxo

16. Facebook Users : +2.6 million Gender : 63% female, 36% male Age : 17% <18 yrs, 52% 18-25 yrs , 21% 26-35 yrs, 5% 36-45 yrs, 5% >45 yrs % of users in other social network : 62% of FB users are on Myspace 22% are on Hi5 10% are on Plaxo 9% are on Friendster 5% are on LinkedIn

17. Social Network differences MySpace Presentation of desired identity Meeting of new friends on center of interests “ Monolog” space: additional applications are limited to personal space Facebook Presentation of a real identity Extension of real friendships “ Dialog” space: additional applications are developed to interact with other users

18. The New Power of the Consumer 2.0

19. Profiling the new consumer Participation Ladder Study by Forrester Research

20. Creators They post on blogs Create podcasts Upload on YouTube Create Start Conversations 13% Source: Forrester Research

21. Critics They comment on blogs Partecipate in forums Rate movies or books Don’t Start Conversations, but participate 19% Source: Forrester Research

22. Collectors They “social bookmark” favorite pages on de.licio.us Use heavily RSS feeds Create metadata around objects (e.g. tags) 15% Source: Forrester Research

23. Joiners They participate in Social Networking sites (e.g. Facebook, MySpace) Connect with friends and have formal social activities Could be tomorrow’s Creators or Critics 19% Source: Forrester Research

24. Spectators They consume contents Read blogs Watch videos on YouTube Listen to podcasts Spectators of the forum are called “Lukers” 33% Source: Forrester Research

25. Inactives They do not participate in any kind of Social media activities on the Internet 52% Source: Forrester Research

26. Is Microsoft Web 2.0 ? Some evidences: Microsoft Employees are Blogging Live Strategy: software + services Leveraging the Long Tail: X-Box Live Arcade What do you think ?