A bold look at how audiences are embracing richer online experiences, and what this means to media and marketing firms.

1. Web. 3.0:The wave that follows social:Marketing App Adoption Dave Wienekewww.usefularts.us@usefularts Director of Digital Marketing Sokolove Law

2. “ The magnitude of tech revolutions is measured in behavior change. ” Dave Wieneke – www.usefularts.us

3. Where I’m Coming From Dave Wienekehttp://www.usefularts.us@usefularts Sokolove Law – 21st Century Law Firm:<Marketing Dept of 50 = 20,000 open cases at a time.> Thomson Reuters: B2B Revenue & Relationships. Christian Science Monitor: Digital World News. Managed two start-ups, ran .govs in two states. Dave Wieneke – www.usefularts.us

4. What’s really in a name? Dave Wieneke – www.usefularts.us

5. Today’s Flight Plan Web 3.0 in a Nutshell Market Insights Forces for Change Examples from NY Times,Disney, Vale, Hundui… Getting Started &Contrary Indications http://www.foreflight.com Dave Wieneke – www.usefularts.us

6. Web 1.0 Web 2.0 Web 3.0 Apps & Data Sharing Site in HTML CMS & Widgets Web 1.0 Web 2.0 Web 3.0 Dave Wieneke – www.usefularts.us Three Web Eras

7. Interaction Changes in Each Phase Info / Transaction Connect w/ Others Do Things With Data Used with permission from Miko Coffey Dave Wieneke – www.usefularts.us

8. Dave’s 3D’s of Change Delivery Design Data SeparateDigital UX Apps notPages Web 1.0 Web 2.0 Web 3.0 XML, HTML5, RDF (Interoperability) Dave Wieneke – www.usefularts.us

9. What Do *You* Need More Of? Access to More Information? Invitations to be a ‘friend’? Technology that can help you do specialized tasks? -> Changes in Delivery, Design and Data allow “easy” technology to fit in to your life. Dave Wieneke – www.usefularts.us

10. Media Doesn’t Die – It Reconfigures. Printing Radio Usenet Recorded Music Billboards Handbills Webpages FTP Walled Gardens Dave Wieneke – www.usefularts.us

11. 11 http://www.realwire.com/release_detail.asp?ReleaseID=8847

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13. Delivery Planning Comes First Delivery of experience is now the starting point of design. Customer experience requires multi-target thinking. Dave Wieneke – www.usefularts.us

14. Apple iPhone & iTouch & iPad Ramp – The Likes of Which We Haven’t Seen Before 120 ~120MM+ Mobile Internet iPhone + iTouch + iPad Launched 6/07 100 Desktop Internet Netscape* Launched 12/94 80 Subscribers (MM) 60 Mobile Internet NTT docomoi-mode Launched 6/99 ~32MM 40 Desktop Internet AOL* v. 2.0 Launched 9/94 ~27MM 20 ~9MM Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch iPhone + iTouch NTT docomoi-mode AOL Netscape Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimates ~65MM+ netbooks have shipped in first 11 quarters since launch (10/07). Source: Company Reports, Morgan Stanley Research Data as of CQ3:10 Morgan Stanley Dave Wieneke – www.usefularts.us

15. Communications, Convenience, Consumption 15

16. End of PC Dominance 3 Million iPads sold in first 80 days. Forrester: 80 million units by 2015. Multiple analysts predict tablets will pass PC’s in 3-5 years. IDC & Gartner show PC sales eroding (4.8-6.6%) Goldman Sachs predicts tablets will cannibalize one in three US PC sales this year. http://online.wsj.com/article/PR-CO-20110112-907810.html http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=229000646 Dave Wieneke – www.usefularts.us

17. App Sales: $150 Billion by 2014 Gartner projects mobile app sales: 2010: sales topped $5.2bn 2011: explosion to $15.1bn. 2014: Exponential growth to $150bn Stephanie BaghdassarianResearch Director at Gartner = $65Bn annual sales. = $62Bn annual sales. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686 http://www.microsoft.com/presspass/inside_ms.mspx Dave Wieneke – www.usefularts.us

18. Half of Smart Phone Net Use is Already Apps 53% 50% 47% Browsers Apps Browsers Apps Source: Outsell Dave Wieneke – www.usefularts.us

19. Behavior Difference: Sharing 19

20. Behavior Difference: Pay for UX/Content Greater Willingness to Pay! 17.5 14.2 20% Decline Source: Outsell Dave Wieneke – www.usefularts.us

21. Accelerates Media Conversion USC Center for the Digital Future TV / Video Consumption to Skyrocketto 50hrs per week. Upends power structure of ad-driven broadcast tv. Dave Wieneke – www.usefularts.us

22. Behavior & Business Change: TV Dave Wieneke – www.usefularts.us

23. Publishers Leverage Audience Dave Wieneke – www.usefularts.us

24. “ Change happens in unexpected transformative bursts. ” - Thomas KuhnThe Structure of Scientific Revolutions 1962 Dave Wieneke – www.usefularts.us

25. Interaction Changes in Each Phase Info / Transaction Connect w/ Others Do Things With Data Used with permission from Miko Coffey Dave Wieneke – www.usefularts.us

26. 2007: Web 3.0 is a Mess Display, Data, and Distribution Factors… Dave Wieneke – www.usefularts.us

27. 2008: Modernista! Net Replaces Brand Homepage Dave Wieneke – www.usefularts.us

28. 2008: Branded Desktop Apps are Relationship Pipes. Dave Wieneke – www.usefularts.us

30. Streamline service orders.

31. More active two way communication.

32. See how manuals are really used.

33. Sell position to related services.

34. Potential future interactions with auto telemetry.Dave Wieneke – www.usefularts.us

35. Interaction Changes in Each Phase Info / Transaction Connect w/ Others Do Things With Data Used with permission from Miko Coffey Dave Wieneke – www.usefularts.us

36. 2009: What is Twitter? Is Twitter a website? Dave Wieneke – www.usefularts.us

37. Is Twitter a Website? Yep, but just a little. Non-web interfaces Influence Map Datasource Dave Wieneke – www.usefularts.us

38. 2010: Search by Social “Likes” Dave Wieneke – www.usefularts.us

39. Site Structure Web 1.0 Web 2.0 Web 3.0 Apps & Data Sharing Site in HTML CMS & Widgets Web 1.0 Web 2.0 Web 3.0 Dave Wieneke – www.usefularts.us

40. Challenge Web 1.0 Web 2.0 Web 3.0 Digitization Socialization Integration Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

41. Technology Web 1.0 Web 2.0 Web 3.0 HTML Apache RSS LAMP Stack XML, HTML5, RDF (Semantic Web) Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

42. Legal Hurdle Web 1.0 Web 2.0 Web 3.0 Copyright & Fair Use CDA 230 Safe Harbor Privacy Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

43. Primary Unit Web 1.0 Web 2.0 Web 3.0 Page Site Session Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

44. Benefit Web 1.0 Web 2.0 Web 3.0 Info / Order People Connect Do Things Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

45. Web 1.0 Hierarchy Web 2.0 Web 3.0 Peer Influence Hierarchy Web 1.0 Web 2.0 Web 3.0 Dave Wieneke – www.usefularts.us

46. Bogus Measure Web 1.0 Web 2.0 Web 3.0 Hits Followers Downloads Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

47. Better Measure Web 1.0 Web 2.0 Web 3.0 Visits, PV, Leads Impact Hours, Rev. Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

48. Business Model Web 1.0 Web 2.0 Web 3.0 E-commerce(Pets.com) Search, Ads, Cont(Google + Huffpo.) SubscriptionFreemium, Data…(netflix, twitter, wired) Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

49. User Desire Web 1.0 Web 2.0 Web 3.0 Look at Me. Like Me. Do Something. Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

50. Customer Relationship Web 1.0 Web 2.0 Web 3.0 Author, Store Community Platform Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

51. Web “Phases” Aren’t Just One Thing. Dave Wieneke – www.usefularts.us

52. Wired Magazine Dave Wieneke – www.usefularts.us

53. New Interfaces vis Data (NYT) Dave Wieneke – www.usefularts.us

54. Old: content to delivery model Content Enrichment is Ongoing Write Post Archive New: content enriched toward app experience Enrichment Analytics Post Programmatic calls,behavioral enrichment Tagging, auto links,production enrichment Write Delivery Dave Wieneke – www.usefularts.us

55. Audience Distribution is Changing Percentage of Traffic to Top 10 Sites 100% 75% 50% 25% 0% 2001 2006 2010 Source: Complete data presented in Wired Aug 2010 Dave Wieneke – www.usefularts.us

56. Platforms are the New Networks (Think Like a Broadcaster) Netflix20% of all prime time fixed line traffic. Facebook 620MM Users+51% YY Apple iVerse 120 MM Users +111% YY Google940 MM Users +11% YY Dave Wieneke – www.usefularts.us

57. Platforms Will Provide Uniformity Web 3.0 Utilities<identity, payment, analytics, IM, voice?> Integration<standards matter> Centralization<audience platforms> Purpose Driven Dave Wieneke – www.usefularts.us

58. A Law Firm Called MoFo Dave Wieneke – www.usefularts.us

59. Accident Partner Helps organize and record data, photographs, and facts about the accident. Provides reminders on dealing with investigators, insurance cos. and lawyers. May even be reimbursable in your claim! Dave Wieneke – www.usefularts.us

60. Takes data feeds from HHS on troubled nursing homes, and related news, provides checklists and info for selection. It helps children record conditions, take notes, remember staff, randomize visits. It shares news and insights from other users (is there a trend in a facility.) It provides the questions to ask if something is “going wrong”. Funded by: vendors, users, advertisers, facilities Concept App (Elder Home Radar) Dave Wieneke – www.usefularts.us

61. You Are Not the Target Market http://tpdsaa.tumblr.com

62. Reasons Not to Jump to Apps Reliance on API’s, or even OS’s (iOS) creates platform dependencies. Got Flash? My Marketing is Dave Wieneke – www.usefularts.us

63. Reasons Not to Jump to Apps HTML5 can provide more non-page experiences which are app-like. Dave Wieneke – www.usefularts.us

64. Reasons Not to Jump to Apps With great integration comes decreasing privacy and control. Dave Wieneke – www.usefularts.us

65. What This Means to Firms Users Will Have Greater UX Expectations

66. Browser Sophistication is Accelerating Gap Narrows From Web to Applications http://radar.oreilly.com/2009/05/google-bets-big-on-html-5.html

67. New Marketing Skill Mix We Need a new savant skill set in Brand Experience, Product Development, and IT. http://www.chiefmartec.com/

68. Good Marketing Changes Markets Some Things We’re Good at Will Decline. Corporate home page as relationship hub. Platforms & time are decaying eMail. 50 cent words obscure brand experience.

69. Taking 1st Steps Toward App UX 64 “Derivative Use” - iSites “Adaptive Use” - Zmags “Product Development” – Several effective agencies.

70. Use a Bold New Canvas

71. Scale is Rewarded

72. Learning Goes to First Movers

73. Take Aways Web3.0 is About Specialized Action. User Experience Starts With Delivery Plan. Platforms are the New Power Brokers. Interoperability is the New Currency. Privacy, and Control Issues Exist. Brand Lift and Learning Go to Those Who Try Dave Wieneke – www.usefularts.us

74. Kate Ray’s Web3.0 Videohttp://usefularts.us/2010/09/21/web3-0-at-podcamp/ Web3.0 Everything Becomes Everything Elsehttp://usefularts.us/2010/09/25/web3-0-podcamp-boston/ Ned May, Outsell Mobile and Tablet Research Nov. 2010 Resources Dave Wieneke – www.usefularts.us

75. Thanks and Credits Mary Meeker :: Web2.0 Preso Scott Brinker :: CEO ION Interactive Miko Coffey :: Web 3.0 Illustration Chris Anderson & Michael Wolff :: Wired Magazine Ned May :: Outsell Data Dave Wieneke – www.usefularts.us

76. Thanks – Please Fill Out Reviews Web. 3.0:The wave that follows social:Marketing App Adoption Tweet: @usefulartsBlog: www.usefularts.usEmail: strategy2.0@gmail.com Special thanks to the digital marketing team at Sokolove Law,and to the fantastic community at Podcamp Western Mass. * Disclaimer: opinions expressed are mine, trademarks belong to their respective owners. I’m not a lawyer but I help market them on tv. This presentation contains no legal advice or opinions.