1. A new world The social challenge to communicate in nowaday‘s digital reality

2. The definition of definition: “ A definition is a statement of the meaning of a word or phrase.”

3. Excuse me…what is Web 2.0?

4. 

5. Web 2.0 is not Secondlife

6. is not a hype

7. is not a new, updated version of the internet

8. It‘s nothing less than a social revolution.

9. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

10. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform , spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

12. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it , consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

14. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources , including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

18. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an “architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

22. Tim O‘Reilly, 2005: “ Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences .”

25. Web 2.0 is about solutions, fun, easy use, cool new services…not about prolonging established media into the web.

28. So, why a revolution?

29. Gutenberg invented the one big message.

30. Web 2.0 replaces the one big message with millions of little conversations. Now Everywhere In China In Europe In Blogs On Myspace Sex Apple Birth Tools Youtube Now Here There There Smart Pod-casts Mobile About shopping Dumb On Face-book Cool. Isn‘t it?

31. But we‘re here to talk about Marketing. Aren‘t we?

32. The long tail: Selling less of more.

36. Cluetrain Manifesto, 1999: “ Markets are conversations.”

41. Branding in this environment is still in a trial and error phase. Let‘s start with the errors.

42. = Fail 1: Underestimate your opponents +

43. Fail 2: Insult your clients

44. + + = Fail 3: Bribe bloggers No, I understand, Microsoft. They needed the Laptops to try out Vista….

45. Fail 4: Make your users hate you By pretending you‘re a mobile virus

46. This new environment requires new tools, a new mindset and honesty. True P2P-Personalization is the reward.

53. "Some people only go to MySpace. It's where they're on all day. Some only go to LinkedIn. Our goal is to make sure that each supporter online, regardless of where they are, has a connection with Obama.” Scott Godstein, Copywriter

57. + =

58. All these cases describe a process...

59. Of an industry which shifts away from the perfect show...

60. … to long lasting conversations.

61. The age of classic branding ends now.

62. And gets replaced by democratic brand leadership.

63. „ Propaganda ends where dialogue begins“