Web 2.0 Hosting the Conversation The World in Which we Live The Consumer is in Control Consumers have unlimited options Consumers are avoiding advertising Pop-up Blocker Some are revolting against it Consumers are Online Consumers are going to the web What are they finding? Web 1.0 Company to Consumer: Shut up & listen Consumer to company: Is anyone there? Web 1.0 • • • • • One-way communication Pretty postcards “brochure-ware” Internet is just another channel “Corporate-speak” Web 1.0 • People want human interaction • The Internet is NOT just another channel for broadcasting • The conversation went elsewhere If Web 1.0 is dead… …what is Web 2.0? Web 2.0 – three facets • Design • Open source • Communications Web 2.0 Design Customers want a rich user experience MINIUSA.com comeclean.com nike.com/nikeplus Web 2.0 Open Source If you want to get, you gotta give aws.amazon.com code.google.com RSS Web 2.0 Communication Who will host the conversation? Markets are Conversations Companies must: • Pay attention • Participate Who do consumers trust? • CEO or Secretary? • Marketing or peer? “a person like me” i.e. other consumers Social Media put Consumers in Control of the conversation Every consumer is… … a publisher …a DJ …an expert …a broadcaster …an editor …a network …a critic …syndicated If institutions want to participate in this conversation, they must acknowledge and facilitate consumer control. Changing MSM The mainstream media are opening their sites to citizen journalism ushare.keloland.com/ushare Changing Companies Companies are creating what are essentially online databases that capture user generated content amazon.com ebay.com musicdownloads.walmart.com Thank You Nathan Schock Director of Public Relations Breukelman Kubista Group freshglue.com myspace.com/nschock linkedin.com/in/nschock AIM: natjoschock Skype: nathanschock References • • • • • • • • • • • • Slide #4: tivo.com, toolbar.google.com, xmradio.com, donotcall.gov Slide #5: adbusters.org, nologo.org. Hat tip to Piers Fawkes, PSFK (www.psfk.com/branded_utility_psfk_13nov06.pdf) Slide #6: Pew Internet & the American Life Project (www.pewinternet.org/trends/Internet_Adoption_4.26.06.pdf) Slide # 7, 8: Morgan Stanley, Mary Meeker & David Joseph (www.morganstanley.com/institutional/techresearch/pdfs/Webtwopto2006.pdf) Slide #16: MINIUSA.com. Hat tip to David Armano, Logic + Emotion, and Kevin Mullet, Macromedia Experience Design Team, The Essence of Effective Rich Internet Applications (http://darmano.typepad.com/for_blog/essence_of_ria.pdf). Slide #17: comeclean.com Slide #18: nike.com/nikeplus Slide #20: aws.amazon.com Slide #21: code.google.com Slide #22: feedicons.com Slide #23: bloglines.com Slide #24: my.yahoo.com References • • • • • • • • • • • • • • Slide #26: Cluetrain Manifesto (cluetrain.com) Slide #27: Edelman 2006 Annual Trust Barometer (edelman.com/image/insights/content/FullSupplement_final.pdf). Slide #29: blogger.com, typepad.com, wordpress.org, spaces.live.com Slide #30: podcast.net, apple.com/itunes, music.podshow.com, apple.com/ipod Slide #31: wikipedia.org Slide #32: youtube.com Slide #33: digg.com Slide #34: myspace.com/nschock Slide #35, 42: amazon.com Slide #39: ushare/keloland.com/ushare Slide #40: argusleader.com/apps/pbcs.dll/section?Category=COMMUNITYPUB Slide #43: ebay.com Slide #44: musicdownloads.walmart.com Slide #45: music.yahoo.com