Web 2.0 History & Theory

Jake Aull, GSU Social Media Marketing Course

Fall 2011

•  Reference last class slides

•  Apple’s iPad sues Samsung over iPad –  Stanley Kubrick’s 2001: A Space Odyssey –  http://abcnews.go.com/Technology/apple-ipad-samsung-galaxy-stanley-kubrick-showed-tablet/story?

id=14387499

•  Star Trek: http://www.filmjunk.com/2009/01/21/treknobabble-50-top-10-star-trek-inventions-in-use-today/

•  T.O.C.: –  History of Web 2.0 –  Social Media Theory –  Social Sites & Positioning –  Summaries & Web Futures…

Today’s Content September 2011

History of Web 2.0

•  Birth of the “prosumer” http://socmedgsucourse.wordpress.com/2010/11/02/what-is-the-prosumer/

•  Did science fiction invent today’s digital space?

•  “What is Web 2.0?” http://socmedgsucourse.wordpress.com/2010/11/12/what-is-web-2-0/

•  “The Boom of Social Sites” http://www.focus.com/images/view/3504/

The Birth of Web 2.0 September 2011

Web 1.0 vs. Web 2.0 September 2011

•  History of SoMe: – Why was film The Social Network so popular?

–  The valid history is neither that, nor

Twitterville (book on history of Twitter), nor Amazon.com

–  History of functionality/usability/collaboration

–  Time Magazine’s Person of the Year is “You”

Web 2.0 History September 2011

•  History of causes and non-profit fund-raising: –  www.Sixdegrees.org –  FirstGiving.com –  www.YourCause.com –  Yahoo for Good –  NetworkForGood.org –  www.Change.org –  ammado.com –  zazengo.com –  Razoo.com –  BringLight.com –  www.socialvibe.com –  Article Source: http://EzineArticles.com/1571059

Web 2.0 History September 2011

Technology Adoption Periods

Social Media Theory

•  What functionality represents SoMe and Web 2.0? (functionality vs. benefits)

•  Does “SoMe” disappear; becoming just the Web?

•  Do wikis disappear, becoming CMSes and group content sharing cloud apps?

•  Pandora: SoMe, a Web service, or just a website? Where’s the line?

•  Social Media: Everyone is a Rock Star…

Blurred Lines Online September 2011

•  Gartner’s Hype Cycle - The dot-com bubble burst - Second Life - http://rww.to/djxTAB

•  The Walled Garden

•  Moore’s Law; IT capacity doubles every 2 years

•  Metcalfe’s Law: –  “The power of web networks has increased extraordinarily the speed, reach

andinteractivity of social communication. The phenomenon, originally idealised by BobMetcalfe in the early 1980s, came to be known later as Metcalfe’s Law. It suggests that as the number of people in the network grows, connectivity also increases, if these people link to each other’s content, then the value grows exponentially (Primark case study; Hendler andGolbeck 2007).”

–  – also can reference: http://bit.ly/hcelQt

•  Idris Moote’s “The New 4 Ps” –  http://www.futurelab.net/blogs/marketing-strategy-innovation/2007/07/

web_20_and_the_marketing_new_4.html

Theory September 2011

Gartner’s Hype Cycle

http://rww.to/djxTAB

•  Long Tail theory - Sears Catalog? (Google Speaks by Janet Lowe)

•  Facebook, LinkedIn are network effects, but their advertisers and communicators are long tail?

•  Remember the long tail for SEO…

•  Post-Gutenberg media economics (Clay Shirky’s Cognitive Surplus)

•  Amazon.com –  Recommendation Engines

•  Anderson’s “Free! Why $0.00 is the Future of Business.”

•  Why do Google, Facebook and Wikipedia do so much for little or no

revenue?

Theory September 2011

Social Sites Approach & Positioning

•  Facebook becomes infrastructure –  Once in Facebook, why leave Facebook? –  HTML in Facebook –  MS Windows started as a user-installed software option,

for logging in after .DOS –  Early internet had various “desktop” application choices

(BBS) – and then Netscape. –  Facebook becomes the internet/the internet becomes

Facebook? (CNBC 2011 special)

•  Groundswell: (POST) People Objectives Strategy Technology &: Listening; Talking; Energizing; Supporting; Embracing

Approach September 2011

•  mySpace: death or rebirth – what do you think? –  Will Facebook or LinkedIn suffer same fate? –  Other “dead” SoMe sites?: Friendster, Spoke, Reddit/

Digg/Technoratti? –  If mySpace is differentiated for musicians, can Tumblr

differentiate for creatives? –  classmates.com? –  ancestry.com? –  myYearbook.com

•  Google+ vs Facebook

•  Freemium models (see my blog post:

http://jakeaull.wordpress.com/2011/07/08/free-digital-marketing-tools-you-should-know-about/)

–  Think Chris Anderson’s “Why business is Free”

SoMe Channels Biz Positioning September 2011

•  Mass-couponing models (Groupon, Scoutmob) – retention or one-time acquisition at loss?

•  Self-organization models (air flights and ride-share sites); new eConomics?

•  At a seminar it was stated that successful new company models are built with social media business integration in mind.

•  Zuccerberg’s “Baked-In” concept?

•  LinkedIn strategies - Integrate blog - And box.net files

SoMe Channels Biz Positioning September 2011

Social Channels Map

Summaries & Web Future…

How Business Approach Has Changed in Web 2.0

•  The Semantic Web (vs. contextual)

•  Geo-Local/GPS

•  The Web is the interface –  The world is the interface

•  http://www.netlingo.com/dictionary/w.php

Web 3.0

•  What are differences between Web 1.0 & 2.0?

•  What were the nature of early Web 2.0/social media sites?

•  What is Gartner’s Hype Cycle and why is it important?

•  Biz models: Freemium, Long-tail

Recap Questions

•  People say social media is dated the minute you publish or teach it; this is tactical thinking.

•  The earlier strategies, laws and theories behind successful digital marketing continue to drive digital channel growth and success.

•  Focus on those macros for marketing planning; Facebook will change its interface again next month anyway.

•  Next slides: http://www.slideshare.net/JakeAull/thechgchallengethe-social-trade

Summary