1. Upgrading to Web 2.0 – For the PR Professional June 14, 1050h Norman Mendoza, Redengine Inc. Sponsored by Also at www.slideshare.net/NormanMendoza

2. You will learn about . . . Some of the technologies characteristic of web 2.0 We will share. . . Implications to PR, Opportunities, and low-risk ways to start This is not . . . A how-to course An IT view of web 2.0 Web 2.0 – the nomenclature seems to infer the next version of the web. It’s already here.

3. Defining Web 2.0 – A Technology?

4. Defining Web 2.0 – A Philosophy?

5. Defining Web 2.0 – A Visual Style?

6. Defining Web 2.0 – A Tag Cloud

11. Relevance for Public Relations Closed Communication Systems Structure & Processes Public Desire, Opinion & Needs Organization Does not probe or hear the messages outside their borders and, consequently, doesn’t adapt to stimuli until the pressure bursts their bubble. The Impervious Bubble Goal States Environmental Variation External Research & Analysis Borders don’t touch or exchange - Reactive Approach

12. Relevance for Public Relations Open Communication Systems Structure & Processes Public Desire, Opinion & Needs Goal States Environmental Variation External Research & Analysis Organization probes and sends messages between the borders and is adaptable to stimuli Homeostasis Borders touch and exchange - Proactive Approach Web 2.0 helps enable PR 2.0?

18. Blog vs Website Website Blog Style Interactivity Connect post-Browser Diary Editorial Style Trackback Or Comment Syndication “ Deeplinking” RSS Readers (email, iTunes) Corporate Writing Style Discussion Forums Linking/SEO Mobile web

19. Blogs – a parting shot

25. Syndication (RSS)

29. Finding Information (Tagging)

35. Web 2.0 – Outside of the Browser