3. Web 1.0 vs. Web 2.0
World Book Online Wikipedia
Favorites/bookmarks Delicious/social bookmarks
personal website blogs
list servs/retrieval RSS Feeds
content management system wikis
directories (taxonomy) tagging (folksonomy)
Walgreens photos online Flickr
publishing participating
4.
5.
6. Societal, Individual
Changes
• Horizon Reports - societal trends
• Kaiser report - 8-18 year olds use
media
• New Media Literacies (Jenkins et
al., 2006)
• Forrester Reports - trends in
business and industry
8. How is communication
shaped today?
• continues to be shaped by individuals and
society (valued and required)
• the Internet plays a larger role in
communication than ever before - and the
practices online continue to change
• no longer shaped solely by print/text
• continues to be social; availability of media
enhances opportunities to participate in
social environments
9. The Facts
• Facebook has 5+ million users - 28% are
over the age of 34 - fastest growing
segment
• 48 billion unique images on Facebook
• Twitter’s use is over 90% last year alone
• LinkedIn has a 10-15% following in the US
• YouTube - 2 billion views a day; average
person spends 15 minutes a day
• Over 60% of adults game; mostly male - 40
11. What’s in it for
business?
• Continual connection with your market/target/
audience on may levels
• Global reach
• Accessibility - available to anyone
• Usability - no specialized training required
• Recency - little lag time...posts are immediate
• Lack of permanence - acceptance of ever-
changing nature of society/product refinement
12. Realizing the potential
• Healthcare - Tweets to pregnant women
• Marketing - mobile phone App that shows
tax information and nearby listings
• Journalism - blogging, opinions and feedback
dialogue is “author” controlled
• Military - games as simulations of real
events
• Civic engagement - kids are increasing
political involvement at a younger age,
supporting global causes
15. “Old” model of Internet Use (Web 2.0) Internet Use Outside
in Industry of Workplace
Content retrieval & consumption Content creation & production
Access mediated by employer Access unmediated
Production directed by employer Production as larger, societal contribution
Enculturation into pre-ordained “culture” Enculturation into affinity group cultures
Text privileged Multimodal systems privileged
The “Expertise of the Organization” Distributed and collective expertise
Individual/Collaborative Success Valued Collaborative Success Valued
User standardization User customization
Linear, logical, static progression Non-linear, logical, dynamic progression
16. Digital Natives?
• Not so much.......need to teach
judgement, authenticity and
credibility
17. HR Concerns
• privacy policies
• confidentiality
• determining what constitutes social media
• protection of branding
• disclaimers on blogs
• ownership of content
19. Brain Research
• screen time
• statistics on visual
learning....auditory....
• multi-modal environments
• distributed cognition at work
20. What is our district doing?
• Grade 4: Podcasting Unit - all students
• 5-8: Web 2.0 tools infused in curriculum -
podcasts, blogs, wikis, Google Earth, social
bookmarks
• 9-12: Blackboard, flip-camera “mini-
documentaries”, video-podcasts, Game Design
Curricula (2011)
• New web page has Web 2.0 features
• Staff Training: graduate courses, workshops,
one:one training model, all using a research/
discussion basis
31. Where do I start?
• Assess your need/audience/
reach
• Investigate your tools/choices
• Sign-up and “play”
• Consider a consultant
• Think “Mobile” and “Global”
