The consumer digital experience is shifting from pages to application experiences. Digital marketing speaker, Dave Wieneke, www.usefularts.us, shares data on this change's market impact and what brands should do now.

1. Web 3.0: The Wave That Follows Social: The App Experience Revolution February 8, 2011 Dave Wieneke Director of Digital Marketing, Sokolove Law @usefularts/ www.usefularts.us

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:<B2C 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 Facts & Forecasts Change Drivers Examples from NY Times,Disney, Vale, Hundui… Contrary Indications &Easy First Steps http://www.foreflight.com Dave Wieneke – www.usefularts.us

6. The Idea of Web Eras 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

7. Interaction Changes in Each Era 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. “ Content Is Neutral. Helping Your Audience is King. ” Dave Wieneke – www.usefularts.us

11. Learn English With the NY Times

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

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

14. 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

15. 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 Apple iPhone & iTouch & iPad Ramp – The Likes of Which We Haven’t Seen Before Dave Wieneke – www.usefularts.us

16. App Sales: $150 Billion by 2014 Gartner projects mobile app sales: 2010: sales topped $5.2bn 2011: explosion to $15.1bn. It expects total 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 Dave Wieneke – www.usefularts.us

17. Behavior Change: Sharing Base = iPhone = 385, iPad = 23, E-readers = 37 Source: Mobile Devices & Content Survey, August 2010 (Q2a-1) – Outsell, Inc.

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

19. Communication, Convenience, Consumption Trumps Creation Base = 389 Source: Mobile Devices & Content Survey, August 2010 (Q2b) – Outsell, Inc.

20. Marketing Change: 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

22. Serviceorders.

23. Brand to Consumer

24. Manual Use / Trouble Spotting.

25. Sell position.

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

27. Marketing Change: Mobile 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

28. The Changing Physics of Networks Dave Wieneke – www.usefularts.us

29. Opportunity: Publishers Leverage App / Advertiser Gap Dave Wieneke – www.usefularts.us

30. Publishers Can Reach Further Features:Geo-location: find listings near you. Organize search, photos, notes,and property details. Access to globe data (schools,local statistics, average listings.)

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

32. 2007: Web 3.0 is a Mess Display, Data, and Distribution Factors… Dave Wieneke – www.usefularts.us

33. 2008: Branded Desktop Apps are Relationship Pipes. Dave Wieneke – www.usefularts.us

34. 2009: What is Twitter? Is Twitter a website? Dave Wieneke – www.usefularts.us

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

36. 2010: Search by Social “Likes” Dave Wieneke – www.usefularts.us

37. Marketing Change: Content Enrichment is Ongoing Old: content to delivery model 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

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

39. 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

40. 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

41. 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

42. 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

43. 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

44. 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

45. Web Phases Dave Wieneke – www.usefularts.us

46. The Web is Changing Dave Wieneke – www.usefularts.us

47. Audience Land Grab Closing. 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

48. 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

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

50. First Steps for Marketers “Derivative Use” - iSites “Adaptive Use” - Zmags “Product Development” – Several effective agencies.

51. Brand Enhancement Dave Wieneke – www.usefularts.us

52. Providing Event Tools 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

53. We Are Not the Target Market http://tpdsaa.tumblr.com

54. 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

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

56. Browsers Are Improving Firms Have More Tools to Deliver Them. http://radar.oreilly.com/2009/05/google-bets-big-on-html-5.html

57. HTML5 Can Help HTML5 can provide more non-page experiences which are app-like. Dave Wieneke – www.usefularts.us

58. This Raises the Digital Game Users Will Have Greater UX Expectations

59. Marketing Leadership Must Respond at a “People” Level We Need a new savant skill set in Brand Experience, Product Development, and IT. http://www.chiefmartec.com/

60. Some Things We’re Good at Will Decline Corporate home page as relationship hub. 50 cent “content” words that obscure the brand experience. Platforms & time are decaying eMail generationally. Dave Wieneke – www.usefularts.us

61. Touchpoints “Helping” has always been king. 2011 starts the end of PC dominance. Apps Can Be: Huge Business for Developers. Apartments for Advertisers. Relationship Pipes for Brands. Mobile is No Longer a Jr. Website Firms Need Visionary Marketing / Tech / UXSavants to Make These Experiences Dave Wieneke – www.usefularts.us

62. Use a Bold New Canvas

63. Scale is Rewarded

64. Learning Goes to First Movers

65. Resources 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 Dave Wieneke – www.usefularts.us

66. 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

67. Thanks – Connecting & Feedback Web 3.0: The wave that follows social: Marketing App Adoption Dave Wieneke Digital Strategist, UsefulArts strategy2.0@gmail.com @usefularts www.linkedin.com/in/wieneke Dave Wieneke – www.usefularts.us

69. Many Apps Are Little Used Average Number of Apps Used Total = 30.9 Apps 5.2 Daily 8.5 Never (no longer sure) 8.7 Weekly 8.5 Seldom Dave Wieneke – www.usefularts.us

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

71. 2008: Modernista! Lets the Net Replace Its Brand Homepage… Dave Wieneke – www.usefularts.us

72. 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

73. Site Structure Web 1.0 Web 2.0 Web 3.0 Apps & Cloud Site in HTML CMS & Widgets Web 1.0 Web 2.0 Web 3.0 Dave Wieneke – www.usefularts.us

74. Retention Web 1.0 Web 2.0 Web 3.0 Bookmark List / Feed Download / Sub. Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

75. Top of Funnel Metrics Web 1.0 Web 2.0 Web 3.0 Visits, PV, Leads List,Impact Downloads, Web 2.0 Web 1.0 Web 3.0 Dave Wieneke – www.usefularts.us

76. Primary Metric 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

77. The New Role of Our Systems Info / Transaction Connect w/ Others Do Things With Data Used with permission from Miko Coffey Dave Wieneke – www.usefularts.us

78. This Changes The Marketer’s Universe Web Sites We Control. Web Presences We Don’t Control (Social Networks) Applications we might not see clearly at all. Dave Wieneke – www.usefularts.us

79. 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

80. 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