This presentation was originally delivered by Neal Sharma of Digital Evolution Group for the Triple-I Executive Forum (April 2009) and for the Wichita Chamber of Commerce (May 2009).
2. // Goals
1. Introduce you to emerging concepts
2. Stimulate thought and discussion
3. Provide actionable items for immediate application
3. // Today’s Agenda
1. What is Web 2.0?
2. Emerging concepts that are changing the landscape.
3. Some tactics to apply to your organization.
4. Final Questions and Discussion
5. // Company Highlights: Triple-I
• A 38 year old management consulting and technology services
company headquartered in the Midwest.
• Provide highly tailored business and technical solutions to
clients in the commercial and government sectors. Our
nationwide success stems from the heart of our organization –
our people.
• Exceptional people providing exceptional services in the areas
of: business process management (BPM); managed services;
knowledge management; project management; custom software
and portal development; and staff augmentation.
People you believe. Results you trust.
6. // Company Highlights: Digital Evolution Group
• 9 year old e-business consultancy
• One of the largest independent e-business consultancies
in the Midwest (KC Business Journal)
• Voted by readership as one of the best web development
firms in the region two years running (Ingram’s)
• National and regional awards/recognition for thought
leadership and results
• Exceptional team with in-house strategy, information
architecture, programming, testing, e-marketing and
animation skills
7. // Trusted by Local, National and Global Organizations
8. // A Full Service E-Consultancy
Technology Prowess Design Talent
Deep understanding of technology History of creating compelling and attractive
solutions
Vast experience with many disciplines
Expert ability to execute Known for designing balanced, intuitive and
easy to use interfaces
Exceptionally disciplined
Exceptionally disciplined team and Dedicated to communicating our partner’s
brands
process
Strategic Thinking
Solid business acumen and principles
Bottom-line and value focused
9. // What is Web 2.0?
• Coined by Tim O'Reilly and others (2004)
• New conventional wisdom AND marketing buzzword
• Loosely associated innovations
10. // 4 Key Patterns
• The Long Tail
• Blurring of Lines
• Perpetual Beta
• Harnessing Collective Intelligence
11. // The Long Tail
• Chris Anderson: selling less of more
• Narrow niches provide the bulk of
possible applications
• Combinations and personalization
12. // The Long Tail
• eBay, Amazon
• Television
• Hallmark
• Starbucks
• Shoe companies
13. // The Long Tail
Immediately applicable lessons/tactics:
• Embrace the niche
• Incorporate personalization
• Segment, segment, segment
• Targeted Email and Personalized Print
• Campaign-specific landing pages
• Sell experiences
14. // The Long Tail
Immediately applicable lessons/tactics:
• Why does it work?
• Auto industry example
• AKO vs. Company Commander
16. // Perpetual Beta
“[Developing] in the open, with new features slipstreamed
in on a monthly, weekly, or even daily basis.”
• Google, iPhone Apps, Flickr
• Users are co-developers
• Users expect adaptability and improvement
• Expectations are greater for “baked” products
17. // Perpetual Beta
Immediately applicable lessons:
• You have the freedom to be wrong
• Be excellent at what you have right
• Structure feedback and monitor vigilantly
• Make your analytics actionable
18. // Perpetual Beta
Triple-I Example:
• Intranet Resource Finder
• Grows from the original vision into a useful and used tool
• Morphs as the business changes
20. // Blurring of Lines
• Websites as a quot;hubquot;, not a destination
• Google/Yahoo start pages, WebTops, RSS Readers
• Users never have to visit the website
21. // Blurring of Lines
quot;Transparency and trustworthiness as important as value
for money and strong financial future.quot;
ranks above environmentalism, innovation, job-creation,
and charity.
- 2009 Edelman TrustBarometer
22. // Goals the Lines
Blurring
“For years, the District of Columbia has provided access to
city operational data through the Internet. Now, the
District provides citizens with access to 24/7 datasets from
multiple agencies, a catalyst ensuring agencies operate as
more responsive, better performing agencies.”
23. // Blurring of Lines
• SaaS
• APIs / Web Services
• Mashups
• Widgets
• Other Embedded Assets
• Standards-based presentation
24. // Blurring of Lines
Immediately applicable lessons/tactics:
• Be transparent
• Make information/function accessible
• Push your information out through multiple channels
(including email, social networks, APIs, feeds, widgets)
• Leverage existing infrastructure
• Adopt selection criteria for SaaS applications
25. // Blurring of Lines
Triple-I Example:
•Knowledge trumps presentation
•Keep it simple
•Stay on focus (remember the “Long Tail”)
27. // Harnessing Collective Intelligence
• A set of ties based on common interest / activity
• Provides methods of classification and interaction
• Starts with a list of friends (or quot;connectionsquot;)
• Facebook, MySpace, Orkut, LinkedIn
28. // Harnessing Collective Intelligence
quot;93 percent of Americans believe that a company should
have a presence on social media sites and 85% believe that
these companies should use these services to interact with
consumers.quot;
- Cone Business in Social Media
32. // Harnessing Collective Intelligence
“Nourished on instant messaging, blogs, wikis, chat groups,
playlists, peer-to-peer file sharing, and online multiplayer
video games, the Net Generation will increasingly bring a
heightened comfort with technology, inclination toward
social connectivity, more emphasis on creativity and fun,
and greater diversity to the companies they work for and to
the companies they found themselves.”
- Don Tapscott, Wikinomics
33. // Harnessing Collective Intelligence
Immediately applicable lessons/tactics:
• Engage everywhere
• Commit resources to engagement and use of acquired
knowledge
• Encourage aggressive use of LinkedIn
• Establish Facebook presence, as appropriate
• Implement enterprise social networking and
collaboration
34. // Harnessing Collective Intelligence
Triple-I Example:
• One learns, many know
• How to make it “sticky”
• How to avoid the “Wikipedia flaw”
