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Web 2.0 And Other Online Trends (Dec 2006)
This document discusses trends related to Web 2.0 and online communities. It notes that Web 2.0 emphasizes user-generated content and social networking. Some key trends it outlines include the rise of blogs, social networking sites like Myspace, user-tagging on sites like Flickr and Delicious, the growth of online video through YouTube, and virtual communities like Second Life. It provides examples of how various brands are leveraging these new online platforms and trends to engage with customers.
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Web 2.0 And Other Online Trends (Dec 2006)
- 1. Web 2.0 andother online trends Neal Andrews December 2006
- 2. Key themes … Community and social-networking User-generated content
- 3. Some quick facts • 60% UK population regularly use the Internet • Approx 50% go online daily • They spend 164 mins/day on avg. • Internet accounts for 24% of total media consumption • Fast broadband growth has accelerated this trend – 75% of UK Internet access
- 4. Our desire touse the internet to send emails and communicate, be entertained, socialise and consume ‘traditional’ media such as TV, radio and press, will mean increasing usage
- 5. Blogs • Web Logs • Early example of user-generated content • Revolutionised and democratised publishing – Allows non-technical users to publish anything about anything • At least one blog created per second
- 6. Blogs range fromamateur ramblings on random subjects … Free online tools to set-up and manage blogs: – Myspace – Wordpress – Typepad – Blogspot.com – Blogger.com – My Yahoo! – My MSN
- 7. … to thosewith cult status That spawn best-selling books!
- 8. … to professional,commercial operations with high readership • Effectively, magazines but in a blog format • Written by enthusiasts, journalists or industry experts • Now fully commercialised, including display ads and search engine links
- 9. There are also‘Moblogs’ … • Mobile Blog • Use mobile camera phone to post images directly to blogs • Instant publishing!
- 10. Technology facilitates ‘citizenjournalism’
- 11. Corporate-Customer Blogs Dell example • Increasingly common corporate comms tool • Humanising effect • Both negative and positive comments must be expected
- 12. Some brands areusing ‘simulated’ blogs • Presents the brand in a new environment • Normalising & credible • Viral effect – Other bloggers ‘blogging‘ the link or ‘seeding’
- 13. RSS Feeds RSS logos next to content identify the feed • Really Simple Syndication • Allows users to subscribe to latest news and features from websites they visit regularly Different logos exist • User-driven technology – Get straight to the content – Content over style
- 14. How do feedswork? Web page with RSS feed Reader software or via Web browser Same content, just automatically ‘fed’ into reader as it is created or updated Can include content from websites and blogs
- 15. Browser-integrated RSS • RSS readers are now integrated into the latest browsers so no stand-alone software is needed • Google Reader allows users to access their feeds via any PC with an Internet connection
- 16. Podcasting • Downloadable videoor audio files – E.g. news & entertainment • Driven by MP3 player sales • Playable on both PCs and MP3 players • Portals exist with dedicated podcasting channels
- 18. What’s all thisabout web 2.0? Originally, a technical term to describe new technologies and the ongoing transition of the Web Collection of Computing platform Websites Web applications that replace those on desktop PCs Now a catch-all term for Websites that use content generated by users Emphasis on community, online collaboration & sharing
- 19. Myspace – ‘Aplace for friends’ • Most famous social-networking website • 70m+ users (3.5% global traffic) • Allows anyone to create a Web profile with a blog, photos and videos, and link to users with similar interests • Key tool for bands – Helped the debut single by Arctic Monkeys be the fastest selling in British history
- 20. Other community websites Over200 networking sites: • Bebo • Faceparty • Vox • Piczo • Yahoo! 360
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- 22. Social book-marking –Del.icio.us • Based on ‘tagging’ and sharing – Add tags (keywords) to favourite Web pages – Searchable by any user • Tagging is key factor in Web 2.0: – Community websites – Blogs – Search Engines My saved websites My tags
- 23. Flickr • Photo community website • Organise, display and archive Tags Community/ social- Sharing networking
- 24. Innocent Drinks FlickrGroup RSS feed Save to del.icio.us
- 25. ‘Mash-ups’ • Flickr Geo- tagging • Combination of Flickr and Google Maps • Allows users to see location of my photos
- 26. Yahoo! Answers • Askquestions – Get answers • Answer questions • Share information
- 27. Wiki - Wikipedia • ‘Collaborative authoring’ • Users edit content and share information ‘Edit’ link
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- 29. Yellow Arrow –Geo-tagging community site • “Yellow Arrow is creating a new M.A.A.P. of the world” • Massive Authored Artistic Publication
- 30. Last fm –social music • Musical social- networking website • Plays tracks based on your ‘playlists’ and what other users listen to • Add tags to song types
- 31. The online TVand video revolution • Video community sites are incredibly popular • You Tube – 100m views/day – 75,000 uploads/day • Facilitated by broadband • Again, another user- generated direct publishing tool
- 32. The future oftelevision? ‘Star Wars Kid’ • 43% of Britons who watch Internet 900m views or mobile video watch less TV as a result (ICM poll) – ‘Viral’ clips, both amateur and commercial – Broadcast-quality TV shows • ‘The Office’ via iTunes for $1.99/episode • Live BBC programmes via iPlayer from Spring 2007 • YouTube-only production of ‘Charlotte Bronte’ by Ken Russell – Free broadcast news – Web-only drama, film and comedy
- 33. Broadband and video-sharingtechnology also facilitates ‘Video Blogging’ lonelygirl15.com • Famous example of online video diary • American high school girl with boy problems and a web cam • Started on YouTube • 30m views
- 34. • However …bloggers started to question credibility • Eventually exposed as a fake • Aspiring actress and directors • Despite being exposed, story will continue as an “international thriller” • Volume of eyeballs demonstrates popularity of video blogging format, and potential for brands who can successfully tap into it
- 35. Mentos YouTube competitionexample • Many brands post ads on YouTube for viral effect • Mentos tapped into video culture by creating a YouTube-based competition with dedicated website
- 37. Want a SecondLife? • Massively • Multi-player • Online • Role • Playing • Game Click to play demo video
- 38. Create ‘avatars’ anddress them
- 39. Buy or buildproperty, explore and chat • $9.95/month • $300/month to lease island
- 40. Do and createstuff • Socialising, ‘relaxation’ and entertainment
- 41. • 1.7m residents • Real Linden Dollars currency – exchangeable for $US • Residents can make, purchase and trade goods • Many Second Life entrepreneurs exist to make and sell ‘content’ • $625k spent in last 24 hours • $6.6m in September (40% on designer clothes)
- 42. Brand activity • BBC– Big Weekend virtual festival • Ford – Give away pick-up trucks American Apparel store • Sony BMG Building – hotel rooms devoted to their artists • American Apparel – Online stores selling clothes for $1 per item
- 43. • Nissan Island– Race • Adidas – Test trainers on track and Vehicle a bouncy trampoline Dispenser
- 44. Interesting Second Lifedevelopments … • SLLA ‘bombing’ American Apparel store • Copybots that replicate content and paid-for ‘possessions’
- 45. Second Life isnot the only virtual community Habbo Hotel for teenagers (50m users)
- 46. To recap … Web 2.0 = Community and social-networking User-generated content
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