Web 2.0 primer created in 2006

1. Web 2.0 and other 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 to use 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 from amateur 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 those with 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 ‘citizen journalism’

11. Corporate-Customer Blogs
Dell example
• Increasingly
common
corporate comms
tool
• Humanising effect
• Both negative and
positive
comments must
be expected

12. Some brands are using ‘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 feeds work?
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 video or
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 this about 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 – ‘A place 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
Over 200 networking sites:
• Bebo
• Faceparty
• Vox
• Piczo
• Yahoo! 360

21. Adidas Myspace example

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 Flickr Group
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
• Ask questions
– Get answers
• Answer questions
• Share information

27. Wiki - Wikipedia
• ‘Collaborative
authoring’
• Users edit
content and
share
information
‘Edit’
link

28. Personalised Homepages (Customisation)

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 TV and 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 of television?
‘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-sharing technology
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 competition example
• 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 Second Life?
• Massively
• Multi-player
• Online
• Role
• Playing
• Game
Click to play demo video

38. Create ‘avatars’ and dress them

39. Buy or build property, explore and chat
• $9.95/month
• $300/month to lease island

40. Do and create stuff
• 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 Life developments …
• SLLA ‘bombing’ American
Apparel store
• Copybots that replicate
content and paid-for
‘possessions’

45. Second Life is not the only virtual
community
Habbo Hotel for teenagers (50m users)

46. To recap …
Web 2.0 =
Community and social-networking
User-generated content

47. Thanks!
Any questions?