The document discusses the evolution of Web 2.0 and how it has enabled greater collaboration, information sharing, and user-generated content online. It emphasizes the importance of listening to online conversations and engaging with consumers on social media and blogs. It provides examples like Dell's "Dell Hell" blog that sparked widespread discussion. It also stresses that brands must be transparent online and build real relationships through social media to have positive online conversations and reputation management.

1. WebPR for PR Professionals Melissa Attree ׀ Social Media Strategist ׀ Blogger ׀ WebPR specialist

2. i. Web 2.0 ii. The conversation & WebPR

3. i. Web 2.0

5. “ User-generated content”

6. “ Freedom of expression”

7. “ Someone like me”

8. “ Markets are conversations”

9. “ Shared Intelligence”

10. EPIC 2015

12. “ Web 2.0”

13. “ The web is us/ing us”

14. “ Weblog”

15. “ The wisdom of crowds” CC wiki

16. “ The wisdom of crowds”

17. “ Social bookmarking”

18. “ Social bookmarking”

19. “ RSS” CC rss

20. “ RSS”

22. “ RSS”

23. “ RSS”

24. “ Content is king” Offline & Online integration Wider applications - live-blog / micro-blog etc.

28. Mobile

29. ii. The conversation & WebPR

30. Somewhere, someone has something to say about your brand…shouldn’t you be listening?

31. Listen / strategise / engage

32. In 2005, an American blogger by the name of Jeff Jarvis bought a machine from Dell, the giant American computer manufacturer. Jarvis paid a considerable amount of money for the four year in home service and support plan. A while later he had to have the machine seen to, but was told to return it, leaving him without a computer for 10 days. It took only a six line blog post about the poor service to generate 253 comments within a few days. Ten follow-up posts and 2800 comments later the blog sparked so much opinion that it gave birth to a colloquial term for a shocking service situation. The expression, Dell Hell, has since become a household term. “ Dell Hell”

33. In 1992 a bicycle enthusiast magazine published an article on the ease of lock picking, and a review of the better locks, and lock systems for bicycle security. The article pointed out the obvious design flaw of the tubular pin tumbler locking system. In 2004 videos began circulating on the Internet which showed how to open these types of locks with a ball point pen. Most of the lock manufacturers had long since opted to drop the lock mechanism for something with more integrity. However, Kryptonite, a lock manufacturer that was predominantly featured in the videos, was not on the ball and ended up facing class action lawsuits in the US and Canada for negligence. In the end not only was Kryptonite forced to sacrifice shelf space, but it's relationship with retailers and consumers nationwide was significantly compromised. “ Kryptonite locks”

34. Google does not forget. You are who Google says you are

35. I found a place, where we can boogie.

43. Online media room