The document discusses strategies for public diplomacy in the age of Web 2.0, including managing conversations online, maintaining an omnipresent online presence, and protecting one's reputation. It also provides lessons learned from the Second House of Sweden virtual embassy in Second Life, such as focusing on social engagement rather than replicating the real website and obeying local customs. Future plans for the Second House of Sweden include hosting discussions, art exhibits, music performances, and mixed reality experiences to showcase Swedish culture online.

1. Public Diplomacy & Web 2.0
Conversation, Presence & Reputation

4. Public Diplomacy & Web 2.0

5. Public Diplomacy & Web 2.0
• A quick history of the world wide web

6. Public Diplomacy & Web 2.0
• A quick history of the world wide web
• Web 2.0: Strategies for coping (with examples)

7. Public Diplomacy & Web 2.0
• A quick history of the world wide web
• Web 2.0: Strategies for coping (with examples)
• Manage the conversation

8. Public Diplomacy & Web 2.0
• A quick history of the world wide web
• Web 2.0: Strategies for coping (with examples)
• Manage the conversation
• Be omnipresent

9. Public Diplomacy & Web 2.0
• A quick history of the world wide web
• Web 2.0: Strategies for coping (with examples)
• Manage the conversation
• Be omnipresent
• Reputation is everything

10. Public Diplomacy & Web 2.0
• A quick history of the world wide web
• Web 2.0: Strategies for coping (with examples)
• Manage the conversation
• Be omnipresent
• Reputation is everything
• Second House of Sweden: Lessons learned (so far)

20. What happened next?

21. What happened next?
• Form and content were separated

22. What happened next?
• Form and content were separated
• Content management systems: Database-driven web

23. What happened next?
• Form and content were separated
• Content management systems: Database-driven web
• Content syndication: RSS feeds

24. What happened next?
• Form and content were separated
• Content management systems: Database-driven web
• Content syndication: RSS feeds
• Atomisation of content: Reuse, mix, “mashup”

25. What happened next?
Cost of Publishing:

26. What happened next?
Cost of Publishing:
0

27. What happened next?
Cost of Publishing:
0
Cost of Commenting:

28. What happened next?
Cost of Publishing:
0
Cost of Commenting:
0

29. What happened next?
Cost of Publishing:
0
Cost of Commenting:
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Leads to...

45. Strategies for coping: Manage the conversation

46. Strategies for coping: Manage the conversation

47. Strategies for coping: Manage the conversation

48. Strategies for coping: Manage the conversation

49. Strategies for coping: Manage the conversation

50. Strategies for coping: Manage the conversation

51. Strategies for coping: Manage the conversation

52. Strategies for coping: Manage the conversation

55. Strategies for coping: Be omnipresent

56. Strategies for coping: Be omnipresent

57. Strategies for coping: Be omnipresent

58. Strategies for coping: Be omnipresent

59. Strategies for coping: Be omnipresent

60. Strategies for coping: Be omnipresent

61. Strategies for coping: Be omnipresent

62. Strategies for coping: Be omnipresent

65. Strategies for coping: Reputation is everything

66. Strategies for coping: Reputation is everything

67. Strategies for coping: Reputation is everything

68. Strategies for coping: Reputation is everything

69. Strategies for coping: Reputation is everything

70. Strategies for coping: Reputation is everything

71. Strategies for coping: Reputation is everything

74. Second House of Sweden: Lessons learned

75. Second House of Sweden: Lessons learned
• Don't try to replicate the web: Focus on social

76. Second House of Sweden: Lessons learned
• Don't try to replicate the web: Focus on social
• Events draw more repeat visitors than exhibitions

77. Second House of Sweden: Lessons learned
• Don't try to replicate the web: Focus on social
• Events draw more repeat visitors than exhibitions
• Obey “local” customs

78. Second House of Sweden: Lessons learned
• Don't try to replicate the web: Focus on social
• Events draw more repeat visitors than exhibitions
• Obey “local” customs
• Share content between web & SL (video, pictures, recipes)

81. Second House of Sweden: Plans

82. Second House of Sweden: Plans
• Nordic Council of Ministers: Open session in October

83. Second House of Sweden: Plans
• Nordic Council of Ministers: Open session in October
• Swedish Short film viewings with discussions

84. Second House of Sweden: Plans
• Nordic Council of Ministers: Open session in October
• Swedish Short film viewings with discussions
• Gallery talks

85. Second House of Sweden: Plans
• Nordic Council of Ministers: Open session in October
• Swedish Short film viewings with discussions
• Gallery talks
• Swedish lessons

86. Second House of Sweden: Plans
• Nordic Council of Ministers: Open session in October
• Swedish Short film viewings with discussions
• Gallery talks
• Swedish lessons
• Live concerts: Swedish music

87. Second House of Sweden: Plans
• Nordic Council of Ministers: Open session in October
• Swedish Short film viewings with discussions
• Gallery talks
• Swedish lessons
• Live concerts: Swedish music
• How Swedes live: 360-degree panoramas

88. Second House of Sweden: Plans
• Nordic Council of Ministers: Open session in October
• Swedish Short film viewings with discussions
• Gallery talks
• Swedish lessons
• Live concerts: Swedish music
• How Swedes live: 360-degree panoramas
• Linnaeus room and garden

89. Second House of Sweden: Plans
• Nordic Council of Ministers: Open session in October
• Swedish Short film viewings with discussions
• Gallery talks
• Swedish lessons
• Live concerts: Swedish music
• How Swedes live: 360-degree panoramas
• Linnaeus room and garden
• Mixed reality room: HoS meets SHoS