Uploaded byMicah Donahue
Web 3.0 Talk from Mechanica
The document outlines the evolution from Web 1.0 to Web 3.0, emphasizing new technologies and user engagement strategies. It presents six principles for Web 3.0, focusing on unique branding, emotional engagement, strong visual identity, programming strategies, real-time support, and the integration of social media. Overall, it suggests a shift towards a more personalized and continuous web experience through transformative technologies.
Web 3.0 Talk from Mechanica
- 1. 6.0 Principles forWeb 3.0 Micah Donahue, Contact Strategy Director
- 2. DISCUSSION GUIDE: Web 3.0shared understanding 6.0 principles for Web 3.0 Q&A
- 3. There’s an awfullot of Web 3.0 hype Image: distractible.org
- 4. But what’s itREALLY all about?
- 5. Web 1.0 The read-only web Links between pages 45MM global users (1996) Focused on companies Home pages Proprietary content Brittanica online HTML, portals Low bandwidth Directories Page views Advertising
- 6. Web 1.0 onMosaic
- 7. Web 1.0 Web 2.0 (now) The read-only web The read-write web Links between pages Links between people 45MM global users (1996) 1B+ global users (2006) Focused on companies Focused on communities Home pages Blogs Proprietary content Sharing content Brittanica online Wikipedia HTML, portals XML, RSS, AJAX Low bandwidth High bandwidth Directories Tagging Page views Cost per click Advertising WOM
- 8. Web 2.0 Media Map Image: Brian Solis & JESS3
- 9. Web 1.0 Web 2.0 (now) Web 3.0 The read-only web The read-write web The portable personal web Links between pages Links between people Semantic links and logic 45MM global users (1996) 1B+ global users (2006) Pervasive and individual Focused on companies Focused on communities Focused on you Home pages Blogs Forrester’s “Splinternet” Proprietary content Sharing content Curating dynamic content Britannica online Wikipedia Expert agents HTML, portals XML, RSS, AJAX HTML5, mashups, apps Low bandwidth High bandwidth Web/life integration Directories Tagging Microdata Page views Cost per click ROI Advertising WOM Influence and engagement
- 10. Web 1.0 Web 2.0 (now) Web 3.0 The read-only web The read-write web The portable personal web Links between pages Links between people Semantic links and logic 45MM global users (1996) 1B+ global users (2006) Pervasive and individual Focused on companies Focused on communities Focused on you Home pages Blogs Forrester’s “Splinternet” Web 3.0 = transformative technologies Owning content Sharing content Curating dynamic content Britannica online Wikipedia Expert agents HTML, portals XML, RSS, AJAX HTML5, mashups, apps Low bandwidth High bandwidth Web/life integration Directories Tagging Microdata Page views Cost per click ROI Advertising WOM Influence and engagement
- 11. Computers will cometo understand meaning (not just language) via intelligent agents -- thanks to SEMANTICS. PERSONALIZATION will deliver what’s most relevant to YOU. The web will exist not “on” a PC, but in our lives, as one continuous experience due to PERVASIVE connectivity.
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- 14. 6.0 PRINCIPLES FOR WEB 3.0
- 15. PRINCIPLE 1.0 “BEST PRACTICES”IS NOT A STRATEGY
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- 19. Positioning and brandarchitecture framework Positioning For ___(target market)___________________ Statement: Brand X is the __(frame of reference) ______ that ______(point of difference) ___________ Ways Support Support Support In: Pillar Pillar Pillar Core Tone, Personality Values:
- 20. Positioning For companies seeking game-changing insights, Communispace is statement the premier global partner for cultivating customer intimacy online – giving life to the customer’s voice throughout the organization. Ways in Expertise Engagement Partnership 350+ communities Vibrancy Aligned to your business – actionable Down to a science Real-time access to throughout customers Ability to recruit any A strong brand strategy of theEasestimplementation Broadest range is target audience interaction tools 1 of step. Dedicated teams Global capabilities (200+ people) Hearing things you’ve Culture of innovation never heard before Full service – true Take learnings from extension of your team “insight to inspiration” Rapid impact Core Client dedication, Excellence, Integrity, Respect, Adventure, Energy, values Ownership
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- 24. Don’t underestimate theemotional approach.
- 25. PRINCIPLE 3.0 CRAFT AVISUAL IDENTITY
- 27. Site running awayfrom the brand
- 29. Site failing touse leverage brand ID
- 31. Make sure yoursite has a strong brand ID.
- 32. PRINCIPLE 4.0 THINK PROGRAMMINGSTRATEGY (NOT INFORMATION)
- 33. You do havean editorial calendar, right?
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- 37. Think about howyour site supports sales.
- 38. PRINCIPLE 6.0 SOCIAL MEDIA:INTEGRATION, NOT SUBLIMATION
- 39. We’re really f’nsocial!
- 41. Social media isa piece, not the puzzle.
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- 43. MECHANICA’S 6.0 PRINCIPLES FOR WEB 3.0 1.0: “BEST PRACTICES” IS NOT A STRATEGY 2.0: ENGAGE EMOTIONALLY 3.0: CRAFT A VISUAL IDENTITY 4.0: THINK PROGRAMMING, NOT INFORMATION 5.0: REAL-TIME SALES/MARKETING SUPPORT 6.0: SOCIAL MEDIA: INTEGRATION, NOT SUBLIMATION
- 44. QUESTIONS? Micah Donahue, Principal/ Contact Strategy Phone: 978-499-7871 mdonahue@mechanicausa.com @micahdonahue