The document discusses the evolution of Web 2.0 and how it has changed politics and campaigns. It provides examples of how politicians like Obama used social media and the internet to engage supporters and raise money online. Specifically, it discusses how Obama created an effective long term internet strategy from his initial campaign website to his transition and presidential sites. The document also discusses how consumers have changed with the rise of digital technologies and how companies can leverage tools like social media to gain insights into customers.

1. Achieving Social and Business Potentials in the Web 2.0 World Seminar for Cathay Pacific Airways Ltd Charles Mok Internet Society Hong Kong Mar 25 2009

4. Long Tail Theory (Anderson, 2004) Book (2006)

5. http://www.jeffro2pt0.com/images/web20logos.jpg

6. http://flickr.com/photos/charlesmok/

8. http://charlesmok.blogspot.com

9. http://twitter.com/charlesmok

11. http://zh.wikipedia.org/

13. Taiwan: from SMS (2004) to video (2008) http://hk.youtube.com/watch?v=OT8sxeulXLQ http://hk.youtube.com/watch?v=r12iGnmHa74 http://hk.youtube.com/watch?v=UgHz5mrrT8Y http://hk.youtube.com/watch?v=fsT21CncH9o

14. Political videos in Hong Kong http://hk.youtube.com/watch?v=bui6TUdvuiU http://hk.youtube.com/watch?v=YoFIhjW3Ei8 http://hk.youtube.com/watch?v=2j3vh55SSVw http://hk.youtube.com/watch?v=RMMWde0O1eg

15. http://barackobama.com/

18. The Obama Lesson barackobama.com change.gov whitehouse.gov

20. Pursuant to federal law, government-produced materials appearing on this site are not copyright protected.

22. Creative Commons http://www.youtube.com/watch?v=qzC99sf2u7g

23. Who are our Consumer 2.0?

25. New Model: New Opportunities Image under CC from Tobias Eigen

27. Online Donation: Everyday Hero http://www.everydayhero.com.au/

28. Free Knowledge: OOPS http://www.myoops.org/twocw/