Date post: | 24-Jan-2015 |
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Technology |
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Communicating
with Web 2.0
November 6, 2008
Technology?
Design?
A Philosophy?
Web 2.0 seems to be like Pink Floyd lyrics:
it can mean different things to different people,
depending upon your state of mind.
- Kevin Maney
It’s all these things
AUDIENCE
Tweens and Nex Gen
- the most connected generations ever
Video games
Social Networks Internet
Mobile
Devices
Internet
Mobile
DevicesVideo games
Social Networks
Google Maps – A Web 2.0 Poster Child
• Accessible Information through web browser
applications (use on computer, PDA or other).
• Users can manage their own information by adding
waypoint, mapping directions, etc.
• Users participate and add value for others through
use such as 3D visual effects or other
• It’s easy to use – even for the least tech savvy user.
The Web 2.0
‘You’ser Model
Digital Identity Mapping
Expression
What I say
[Blogging]
Profession
Where I work
[LinkedIn]
Publication
What I share
[YouTube,
delicious]
Opinion
What I like
[Digg,
Crowdstorm]
Reputation
What is being said
on me
[eBay, Technorati]
Details
How and where to
join me
[email, IM]
Hobby
What I am
passionate about
[Bakespace]
Purchase
What I buy
[PayPal, Amazon]
Certificates
Who can certify my
identify
[Cardspace]
Knowledge
What I know
[Wikipedia]
Audience
Who I know
[Myspace]
Avatars
What represents me
[Second Life]
• Online user roles are
now more diverse and
complex
• Users have been
provided new tools to
extend their online
identify
The rules of engagement has
changed and truly embraces
the ‘public’ of public relations!
Organizational Structure
Goal
States
Structure
&
Process
External
Inputs &
Outputs
Internal to Organization
(adaptable to stimuli)
• Environmental Variations
• Research & Analysis
• Public Desire & Needs
Markets are People!
� Broadcasters, DJ’s & Videographers� You Tube
� Embedded videocasts
� iTunes
� Podcasts
� Journalists, Media Experts
and Critics� Blogs
� News (content) Syndicators
� Community Participants/Organizers
� Digg
Consumers Are:
Publishers & Experts� Blogs
� Type Pad
� Word Press
� Social Groups/Communities
� Google Docs
� Wikipedia
� Crowdcasting
Tools are Del.icio.us
WIKI BLOG PODCAST SYNDICATE
TAGGING CROWDCASTING WORKSPACESSOCIAL
NETWORKS
BUSINESS
PROCESS
AUTOMATION
SIMULATION OPTIMIZATIONSUPPLY CHAIN
MANAGEMENT
COMMUNICATE
COLLABORATE
PERFORM
A look at Syndication� To enrich web content
� Mash up
� RSS as the new portal?
Podcasting demystified
Blog vs Website
Style Interactivity Connect post-Browser
Diary
Editorial
Style
Trackback
Or Comment
Syndication
“Deeplinking”
RSS Readers
(email, iTunes)
Corporate
Writing
Style
Discussion
ForumsLinking/SEO Mobile web
Website
Blog
Forrester Research reports and increase in Blog
Readership from 4% in 2004 to 29% in 2006.
Why Should Companies Participate?
• Know your Audience (market research)
– As people not markets segments
• Collaborate (market testing and opinion tracking)
• Strategically it makes sense
– helps us begin to predict potential outcomes
– Early warning radar
– Enables development of responsive plans that address
arising issues (proactive vs. reactive organizational
behaviour)
Collaborate and Belong
Grilling up a Wiki?
“If you don't like change,
you're going to like irrelevanceeven less”
General Eric Shinseki, Retired Chief of Staff, US Army
A Provocative Moment:Where will these folks be in 5 years?
How will business address their needs?
http://www.youtube.com/watch?v=dGCJ46vyR9o
Get familiar (play personally or professionally)
� Review big brand sites
� Find others to muse with
� Learning 2.0 - the ‘23 Things’ program
� Create a sandbox to play in as a group!