From Web 2.0 to
Office 2.0: How
the Social Web
Will Impact Our
& Ean Jackson
The High Tech
April 29, 2006
(Catherine) - 6:15pm
•Sales and Marketing guy from Oracle, IBM, and Sprint International
•Has mentored and advised 25 startups in sales and marketing
•Professor at University of Phoenix teaching applied technology in the MBA program
•Former Board member of the IIMA
•Currently President of Analytics Marketing where he coaches startups on how to grow their
business by leveraging technology
•Ean hopes to run his hundredth ultra-marathon within the next year.
•Has spent the past twelve years doing business and technology strategy.
•Has built four ventures, the last of which was a computer consulting practice here in
Vancouver for ten years but is now assisting in building four more companies. He is currently
the Director of Strategy for Hinchlcliffe and Company, a US-based company specializing in
Web 2.0 and Enterprise 2.0 consulting, training, advisory work, and media. He is also an
advisor and mentor to several startup and non-profit boards.
•He was formerly the Emerging Technology Strategist for Business Objects, where he was
responsible for looking at emerging market opportunities.
•He is an active outdoor athlete who spends his time doing power-lifting, gymnastics,
running, biking, and anything else that gets him outside with friends.
Who are you? And what do you want
out of this presentation?
Ean - 6:20pm
•who are we and why are we here?
•Ean introduces Troy: We are friends; we work on a
board together; he wanted to understand this web 2.0
stuff so he decided to write a Manifesto; today is a
preview of the Manifesto that answers the questions:
What is web 2.0, why do I care? What do I do about it?
•Troy introduces Ean: Ean has been teaching e-
business for six years; about 18 months ago his
students started asking what web 2.0 was and so Ean
went off searching; Ean invited me to join his socially
conscious web 2.0 related startup venture and we also
began collaborating on the Manifesto.
•who are you and why are you here?
•what type of organization? Business, non-profit,
•what function / role? Geeks? Businessperson? Other?
Management? Apply technology? Entrepreneur?
Internet marketing & PR continues to
move forward in leaps and bounds
•have been involved in one shape or another
since starting Canada’s first ISP in 1993
•the one constant has been change!
•Netscape, Websites, Dot-com bust, Google,
SEO, blogging, Web 2.0
Forward thinking communicators want to
make best use of the new technologies
•the one constant is that as the technology changes,
we are always there at the leading edge trying to
figure out how to make it work for us or our clients
But the technology keeps changing
so fast that it’s hard to keep up!!
•It feels like as soon as you learn
something, they change the rules!
•Something new is here!
•Out with the old, in with the new!
We want to know what the new tools are,
what they mean, and how to use them
(Ean - 6:25pm)
•...and if we know those things, we know
how and when to apply them to our unique
What is Web 2.0?
Making Use of Web 2.0 Tools
Real-world Case study
So in the next hour or so, we’re going to
cover the following items
Web 2.0 is really about the web being a
platform for people to work together
•It’s the year 2000. We have spent five years just getting people and companies online.
•There has been an explosion of websites. These sites are for the most part made up of
static pages and files. They are read-only sites.
•No matter how many people are on the site, you really can’t tell.
•You click a page....and you wait. Both because you have dial-up and because every time
you click on something or submit a form, it has to reload a page. You find yourself wishing
that it didn’t suck so much - that it worked more like your desktop applications - smooth, fast,
•But then again, those desktop apps aren’t so great either. They’re huge and bloated and
buggy and they never fix the old bugs, they just charge you once every 18 months for a new
version that has NEW bugs. But still, the desktop PC and the desktop operating system
•Applications got bigger, learning curves got steeper and the percentage of features that
people knew how to use got smaller.
•Enterprise vendors talked about “lock in”, “switching barriers” and many other user-hostile
•Speaking of your desktop, you probably filed your mail away in folders and your files too, all
carefully sorted so that you could find them again. Because if you couldn’t find it yourself by
knowing where it was, you would never see it again.The paradigm was all about folders and
•Amazon and eBay are two of your favourite applications...but at this point, the only way to
connect to them is as a user directly hitting the site. There is no way for developers to
connect into their back-end systems...yet.
•DoubleClick is one of the largest advertising networks on the planet. 2000 advertisers that
can buy banner ads on websites and track you by cookies across the web.
•AOL has a huge walled garden of content protected from the web and it’s considered “a
clean, well lighted place” for those who are too scared of the wild west Internet. This theme
of putting data in behind a wall and charging for access is one of the more common place
Troy - 6:35pm
•A little experiment formed called NuPedia...
•Web Services, an academic curiousity became real. Amazon Web Services made $211M last
year. eBay sold almost half of its inventory through web services that were called from other web
sites, not from eBay’s website. Remixing of web content was born.
•Dale Dougherty coined a phrase for all of this new new stuff: Web 2.0.
•Tim O’Reilly picked up on the theme and held a conference to explore the concepts to see if they
were real. Much debate ensued about the definition and meaning of this phrase
•Google decided to launch an ad network like Doubleclick. 200,000 micro advertisers jumped on
•An oddly named company called Del.icio.us started letting people share their bookmarks with
each other and “tag” them.
•A little known company in Vancouver named Ludicorp
•Some of the surviving ASP companies (NetSuite, JamCracker, OpSource, Salesforce.com) licked
their wounds, kept on innovating and kept pushing forward.
•We tipped over the billion users mark, a quarter or third of which are online at any one time.
•Small, fast, light applications started to explode. Blogs, wikis, and RSS took the world and the
popular media by storm.
•Digg was born - imagine having the whole planet as your editorial board. Ten people run a site that
now has more traffic than the NYTimes.
•Collaboration, co-creation, community, collective intelligence. cpmmectopms. content creation,
change of scale, core values, and cheap and fast all went crazy.
•Moved from folders to search
•The death of walled gardens
•A little company called 37 Signals launched and built some light, fast applications that got a lot of
•Social networks exploded.
•Young entrepreneurs are slightly less arrogant
There are only a few ways to make money
or save money in marketing
(Ean - 6:35pm)
•Generate Revenue by...
•Acquiring new customers through marketing activities and
•Retain and grow customer base through product innovation,
account management, cross-sell/up-sell, and retention
•Strengthening the pricing you can get through demand/supply
mgmt and pricing optimization
•Decreasing your operating margins by....
•Improving customer interaction efficiency
•Marketing & Advertising
•Customer Service & Support
•Order Fulfillment & Billing
•improving corporate services efficiency
•decreasing cost of goods sold
Here are some key examples of applications that
might be able to help you drive your business
Your brand isn’t what you say it is,
it’s what Google says it is.
(Ean - 6:40pm)
We have known for a long time that being found on the internet is
important. That is why SEO is such a big thing to marketers.
What you might not know is that next after domain names, the next
best and most powerful way to get found on Google is to blog...
Blogs weigh more than almost
all other SEO tactics combined
•Because of the way blogs work, they ping the search engines and
are more current than normal static sites.
•Therefore they get high Google rank.
•This is the number one reason that every single one of your
customers should have a blog that talks about them and their
If you want to know what is going on,
join the blogosphere
(Troy - 6:55pm)
•The blogosphere has become our community conversation. Read it for competitive and industry
•But also...write it...
•There are many things that it can help your company achieve!
•From Debbie Weil’s excellent book “The Corporate Blogging Book”:
•market your company/product/service
•be a thought leader
•provide customer relations
•offer up status alerts
•host conference/event information
•advocate for change
•provide an additional channel for PR
•drive a global brand
•find and develop customer evangelists
•build a web site without building a web site
Is your PR command and control?
Marketing: blogs can be used to establish thought leadership. There are a lot of blogs out there it's true. But we're still at a stage where a blogger can
quickly become one of the leading voices simply by being very focused on their niche. There are probably not a thousand bloggers blogging about how to
build great bird houses or how to knit. Even in the business space, there are still relatively few top bloggers in every business category so if your content is
compelling and you can market yourself to the other bloggers in your space, it is possible to become well-known in your niche relatively quickly
Cost-effective communications: Scoble and Isreal write: quot;Because blogs are also the lowest-cost communications channel, you can reach thousands,
perhaps millions of people for an investment of a few cents and some personal time. Blogs are infinitely more efficient than any other corporate
communications medium.” (Naked Conversations, P 27)
Public Relations: moving from traditional command-and-control PR to PR being people who understand that quot;marketplaces are conversationsquot;. This
paragraph from Naked Conversations so perfectly sums up this issue that I need to quote it in full:
quot;How did this industry [PR] end up with such a tainted image? A long string of scandals helped. By reading the papers, one can get an impression of an
ongoing collusion between PR agencies and large organizations intent on deceiving the public. There’s also a language barrier. PR people are accused of
speaking in an oymoronic mix of risk-avoidant and hyperbolic language that most people don’t trust. In addition, PR folk are considered flak-catchers who
stand in front of the press to take heat and deflect it from clients. The result is that a large number of people see the PR practicioner intentionally blocking the
path to the truth, someone who guides company spokespeople to manipulate the message around the actual facts to the advantage of the company and at
the expense of the public’s right to know. Bloggers enjoy the opposite reputiation. They write in the plainest of launguage, so unrefined that postings
sometimes scream for a good edit. They are prone to tell it like it is, even if “it” is unflattering to the companies they represent. Whereas the PR practitioner’s
loyalty is assumed to be to the client, the blogger’s loyalty is perceived to be to the public at large. We are, of course, talking about perceptions here, and not
realities. The reality is that some bloggers are not saintly, and some embellishments slip past the wary eyes of the blog-watchers. Likewise, not all public
relations practitioners deserve the harsh rap. In fact, we see two schools of PR in practice today. One is the incumbent school of “command and control.”
This school argues that companies should keep communicating in the same manner and with the same rules that they have always practiced and perhaps a
dab of makeup to cover up the warts of their profession. Some of the smartest in the field are rapidlly transitioning from traditional to more conversational
practices, creating a new “listen and participate” school of thought in PR. This latter group plays by rules that are in striking contrast to the command and
controllers. We think this transformation into two schools is important to the field because the profession appears to us and many we spoke with to be in
upheaval and facing a change or perish challenge, denied by many and embraced by a few up until now....By contrast, many of the Listen-and-Particpators
blog, and they’re good at it. They understand blogging has already disrupted the status quo of their professions and have adapted to the change, to the
benefit of both their clients and themselves. Most still embrace a good number of traditional tactics, which in many cases makes sense. But you can see their
hearts and minds transitioning to new forms of communication, including using blogging to change the rules of the game from a one-way monologue to a
two-way conversation.quot; (Naked Conversations, P 100)
PR is an absolutely critical function in any company. But good PR people realize that their industry is changing and that new tactics are becoming more
useful and some tactics are becoming less useful. What type of PR are your practicing? Command and control? Or conversational? You might want to go
and find out.
Reputation/Perception: Tom Peters wrote: Robert Scoble, single-handedly at first, has given the EVIL EMPIRE (Microsoft, who els?) a “Human
Face”...thanks to his blog.quot; Scoble did this by being himself, calling it as he saw it, which included praising the iPod, and slamming Microsoft when they
screwed up. That honesty gave him huge points with his readers so that they knew when he said he saw something positive in Microsoft, that he wasn't just
parroting the company PR. Microsoft has over 10,000 internal bloggers and over 3,000 external bloggers so Scoble wasn't alone in shifting the tide of public
opinion but he was a big part of it.
Direct unfiltered communications FROM your customer: Companies are fond of doing customer surveys. You know the ones. They have 20-30 questions
that all sound the same and a bunch of multiple choice answers that don't really capture what you mean. And that number rolls up to the Executive who say
something like, quot;Hmmmm....we have a 7.quot; So what? Do they know what to do to get an 8? Or a 10? Getting plain, open, honest, real communication from
What if you could measure everything for
return on investment? You can.
(Images from ClickTracks)
•There are all sorts of tools out there that let you optimize
your marketing efforts across all of your various online
Figure out what your business needs in terms of
measurement and analytics tools and do an assessment.
There are MANY choices out there.
Build a community of like-minded
•There are tools out there that will let you build a community of
interest around anything.
•Some of the tools include:
•even just group blogs!
Here are some tools that will help you
drive your marketing efforts online:
(Troy - 7:10pm)
•blogging tools (Wordpress, Typepad, Blogger)
•survey tools (surveymonkey, zoomerang)
•email newsletter tools (constant contact, intellicontact)
•registration tools (sporg, active.com, cvents)
•payment tools (paypal, beanstream)
Here are some tools that you can use
to manage your business
Troy - 7:15pm
•Wikis: Jotspot, Socialtext, Confluence
•Project mgmt: Basecamp, BackPack
•Office 2.0 applications: Writely, Zoho Suite
•Google Apps (Gmail, Google Talk, Google Calendar for your company)
Let’s examine a real company that used
Web 2.0 technologies in order to grow
•But I found I really enjoyed running.
•It became my hobby.
•I ran 36 marathons before taking up
• I did Ironmans and double Ironmans.
•Then I took up ultramarathons and have
done almost 100 of them
•Along the way I made it to a couple of
national teams. Then I coached and
•After being in lots and lots of races, one
day I decided to put one on myself.
•I called it the Vancouver Fat Ass 50
because in ultramarathon circles, a fat ass
run means a free one that has no frills.
• I held it on New Years Day. We ran almost
50 miles, then went for a swim in the
ocean…then went for beers.
•It was not as popular as the Sun Run
•Did this a few times.
•Before I knew it, my little FA 50 was
consistently getting national TV coverage.
•100’s of nutbars began to show up. It
became a pain in the fat ass for me to
•So I piddled with FrontPage and made a
•Hoped by getting people to read about the
event and register for it online, I wouldn’t
have to do paperwork
•Then, for the 10th anniversary (sorry,
couldn’t find 10th!) a running buddy who
does web design made me a “real”
•Around about then, I joined to IIMA
•Learned about keywords and reciprocal
links and the need for newsletter
•like Forrest Gump, I continued to run
•Like in the movie Forrest Gump, people
started to follow!
•Others wanted me to help them put on
free running races, so my wife started a
•Like good marketers, we wanted to survey
our members, so we bolted on a survey
•Needed newsletter management so we
bolted one on
•Then I met some guys at the Steamworks
one night and we had a few beers.
•Roland Tanglao and Boris Mann, who
have also spoken to the IIMA
•I talked to them about our pains as we
grew the business. It couldn’t scale up to
where we wanted to with the existing
infrastructure and Front Page.
•If we added lots of events, it was just too
tedious to manage.
•They said “We have a solution to that!”
•They said, “Hey we’ve got a tool that can
be used to build online communities!
•They said they valued feedback for their
new community platform and would host
the club site for free.
•Best of all, they said that it would take an
hour to set up and that it could do all of the
things we’d bolted on and more!
•I said “sign me up!”
•We figured this would be a good time for a
new image for the club.
•The folks at Rain City were new with the
Drupal platform and hot for referral
business, so they too offered to join us by
creating a look and feel for the Club
•We were flying high!
•Reality was SLIGHTLY different than we
•I am a big boy and I have experienced lots
of ports from one platform to another, but
this was the most painful port I had ever
•I conservatively estimate that to migrate
from the FrontPage site to the Drupal site,
it took not one, but well over 1000 hours.
•Without a doubt the biggest problem was
getting technical help. It’s hard to get good
people if you have no money
•But, thanks to our friends at Bryght and
Rain City, this is what we migrated to
•Photos are important to a community site.
We now use Flickr. It works fine and has
done wonders for SEO
•For the volunteers who manage the club,
we use online collaborative tools. We used
writely for a while, but shelved it in favor of
•We did use it however to collaboratively
write the outline of this presentation!
•This is Jot, a tool we pay $10/month for to
keep track of goals and progress toward
•This is BaseCamp, a free tool for project
And it seems that if 55 million bloggers
started, at least ONE stopped!
•It’s got blogs, so members can trash talk
about each other online. It amazes me
how many people read about other
people’s adventures. It’s great for search
•Now that we have gotten here....surprise, surprise....we have
a new business issue to address and more technology
decisions to make
•Online marketing is a never ending cycle. Just when you
think you’ve got it wired, they change the rules or your
business changes, and you have to rethink things again
•Our new business issue is: Do we maintain the status quo
and remain a neat regional club? Or do we raise some money
and take the thing global?
•From the tech infrastructure and Internet marketing
perspectives, the biggest issue is build or buy. Do we keep on
cobbling stuff together and depend on our friend’s handouts?
Do we build our own custom platform or do we find a platform
that does what we need if the club is to grow and use it?
Great communicators want to stay on the
leading edge but things keep changing!
Decide on your business goals and pick
the right tools to help get you there
Now that you know what to do,
it’s time to act!
today, we hope
that you and
your family will
Cell: (604) 904-6554
Ean opens up the