This document provides an introduction to Web 2.0 including:
- A brief history of the internet from its origins to the emergence of Web 2.0 characterized by user participation through blogs, social media, and user-generated content.
- Key aspects of Web 2.0 like its focus on users being able to both read and write/edit content through technologies like wikis and the social aspect of connecting users.
- Implications for businesses to authentically engage with online communities and maintain trust through their online brand.
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Introduction to web 2
1. INTRODUCTION TO WEB 2.0
Nick Hodge
Professional Geek, Digital Diplomat
Microsoft Australia
nhodge@microsoft.com
http://nickhodge.com/
Slides version 1.1 23-august-2007
2. Agenda
Backgrounder
Web 2.0 phenomenon (or mighty IT hoax?)
Next steps for your organisation
This presentation: text on slides,
conversation, demonstration
Links: in presentation, you can download l8r
3. Who is Microsoft?
Founded 1975
Worldwide organisation
$51b Revenue; 78,000 employees.
5-8% are blogging
More than software on your PC/Servers:
online: http://live.com/ and many, many other
things.
Live.com: 465 million unique users per month
5. Who is Nick Hodge?
MBA ,TechMgmt (2003 LaTrobe Univ)
Apple+Adobe=11 years
Including 3 years of sales management
6 months self-funded sabbatical
2007: Microsoft:
Professional Geek (doing)
Digital Diplomat (explaining my doing)
http://nickhodge.com/
(sometimes top 100 AU,Technorati.com <50K)
6. Background
Web 2.0 is not a new product
Web 2.0 is not “must beWeb 2.0 compliant” a
check mark
Web 2.0 is a period of time
characterised by unique movements,
technologies, philosophies and events, where
promise of the internet democratising
communications takes effect
7. The Internet
This is a fundamental re-organising of the
power of to the end user
Hierarchical vs. Network connection model
(for end user, read: consumer, customer,
citizen)
8. History of the Internet
DARPA: fail-safe communications network
TCP/IP
1969 to 1993: research, “RFCs”
Compare with OSI standardisation process
1993 to now: commercial
Online: BBS, CompuServe,AOL predate
Humans want to communicate
9. Web 1.0 (1994 to 2001)
Web browser/server
Netscape, Internet Explorer
Windows 95
Generation-YTheory
Gold rush to pyrites (fools’ gold)
Dot-com crash
10. Legacies of Web 1.0
Sales and Marketing adoption ofWeb
Operational efficiencies driven by cost
cutting = ICT
Flattening of the world, supply chains
Bandwidth (wired, wireless) investment
Ref:Thomas L. Friedman, TheWorld is Flat
11. Environmental Drivers
Cost of Hosting
CPU performance
Maturity of web platforms: eg, ASP.NET
Customer/client ICT maturity
Bandwidth increase
Constant cost reduction cycle
12. eCommerce is so Web 1.0
eCommerce is an outdated term
Based on drivers, all businesses have an
“eCommerce”
Email, eTax, web site…
Organisations must now deeply integrate ICT
to further their productivity
There is a new way of engaging a largely
online community
13. Keystones of Web 2.0
The Cluetrain Manifesto
http://www.cluetrain.com/
The LongTail
http://www.thelongtail.com/
Read/WriteWeb
http://www.oreilly.com/catalog/wemedia/book/ch
02.pdf
Folksonomy
http://en.wikipedia.org/wiki/Folksonomy
14. Web 2.0 Foundations
Write and read
Rewrite, write and read (mashup)
Authentic voice, augmented conversation
Weblogging aka Blogging aka Blogs
Podcasts/Vidcasts
15. Write/ReWrite/Read Web
Value of Write is greater than Read
Comments on Blogs
http://digg.com/ style voting
Mashup: ReWrite
Copyright, IP: (cc) Creative Commons
http://creativecommons.org/
Wiki-world
http://wikipedia.org/
Or install your ownWiki
16. Blogging
‘log of your life, thoughts’: personal
Write a blog entry, get comments, get
trackbacks
Creating read/write community
Everyone has a voice
17. Micro-blogging / Chat
Twitter
Lifeblogging / Lifestreams
Chat / Skype
Phone calls, emails instrusive
Voice calls over the internet
19. {Micro}commerce
eBay: anyone can buy and sell
Reputation based on community (write)
What is your IP?What is your USP?
Is it your brand? Is it bounded exclusivity?
20. Brand, Trust and Risk
Value of your Brand
What are people saying about you now?
Who represents your Brand online?
What is your “online face?”
Should you engage online at all?
How do you engage?
21. Social Networking
Tools for connecting groups of people
Myspace
Linkedin
Facebook
AU: Facebook grew 93% Mid Apr to Jun 07
Instant Messaging (IM)
Twitter
WoW (small note on SecondLife)
23. Mobile
What device are you carrying right now?
Mobile devices are personal.
>100% Mobile penetration in Australia
Mobile devices are a platform
Social networking on mobiles will drive the
next generation (apps)
Source: presentation by JenniferWilson, Head of Innovation, NineMSN
from http://www.nickhodge.com/blog/archives/2030
24. Business: Next Steps
Finding and sustaining your authentic voice in
online conversations
Honestly engaging in existing conversations
What is the risk of not investing in your brand
to maintain the trust relationship?
25. Case Studies
Wikis
Blogging
YouTube
http://willitblend.com/
CSIRO:
http://www.youtube.com/watch?v=uwvKGJXvHZA
Social Networking Backlash
“deconstructing” the $5b waste:
http://www.acidlabs.org/2007/07/31/on-banning-
social-computing-in-the-enterprise
26. Final (semi-Random) Thoughts
You cannot outsource community
engagement
But you can have your community with you
Simplify your communications policies
Give your employees a voice
Go to the existing community, on their terms
Online Measurement is more accurate
Learn from mistakes, correct, continue