This document provides an introduction to Web 2.0 including: - A brief history of the internet from its origins to the emergence of Web 2.0 characterized by user participation through blogs, social media, and user-generated content. - Key aspects of Web 2.0 like its focus on users being able to both read and write/edit content through technologies like wikis and the social aspect of connecting users. - Implications for businesses to authentically engage with online communities and maintain trust through their online brand.

1. INTRODUCTION TO WEB 2.0
Nick Hodge
Professional Geek, Digital Diplomat
Microsoft Australia
nhodge@microsoft.com
http://nickhodge.com/
Slides version 1.1 23-august-2007

2. Agenda
 Backgrounder
 Web 2.0 phenomenon (or mighty IT hoax?)
 Next steps for your organisation
 This presentation: text on slides,
conversation, demonstration
 Links: in presentation, you can download l8r

3. Who is Microsoft?
 Founded 1975
 Worldwide organisation
 $51b Revenue; 78,000 employees.
 5-8% are blogging
 More than software on your PC/Servers:
online: http://live.com/ and many, many other
things.
 Live.com: 465 million unique users per month

4.  Source: http://icanhascheezburger.com/

5. Who is Nick Hodge?
 MBA ,TechMgmt (2003 LaTrobe Univ)
 Apple+Adobe=11 years
 Including 3 years of sales management
 6 months self-funded sabbatical
 2007: Microsoft:
 Professional Geek (doing)
 Digital Diplomat (explaining my doing)
 http://nickhodge.com/
(sometimes top 100 AU,Technorati.com <50K)

6. Background
 Web 2.0 is not a new product
 Web 2.0 is not “must beWeb 2.0 compliant” a
check mark
 Web 2.0 is a period of time
 characterised by unique movements,
technologies, philosophies and events, where
promise of the internet democratising
communications takes effect

7. The Internet
 This is a fundamental re-organising of the
power of to the end user
 Hierarchical vs. Network connection model
 (for end user, read: consumer, customer,
citizen)

8. History of the Internet
 DARPA: fail-safe communications network
 TCP/IP
 1969 to 1993: research, “RFCs”
 Compare with OSI standardisation process
 1993 to now: commercial
 Online: BBS, CompuServe,AOL predate
 Humans want to communicate

9. Web 1.0 (1994 to 2001)
 Web browser/server
 Netscape, Internet Explorer
 Windows 95
 Generation-YTheory
 Gold rush to pyrites (fools’ gold)
 Dot-com crash

10. Legacies of Web 1.0
 Sales and Marketing adoption ofWeb
 Operational efficiencies driven by cost
cutting = ICT
 Flattening of the world, supply chains
 Bandwidth (wired, wireless) investment
 Ref:Thomas L. Friedman, TheWorld is Flat

11. Environmental Drivers
 Cost of Hosting
 CPU performance
 Maturity of web platforms: eg, ASP.NET
 Customer/client ICT maturity
 Bandwidth increase
 Constant cost reduction cycle

12. eCommerce is so Web 1.0
 eCommerce is an outdated term
 Based on drivers, all businesses have an
“eCommerce”
 Email, eTax, web site…
 Organisations must now deeply integrate ICT
to further their productivity
 There is a new way of engaging a largely
online community

13. Keystones of Web 2.0
 The Cluetrain Manifesto
 http://www.cluetrain.com/
 The LongTail
 http://www.thelongtail.com/
 Read/WriteWeb
 http://www.oreilly.com/catalog/wemedia/book/ch
02.pdf
 Folksonomy
 http://en.wikipedia.org/wiki/Folksonomy

14. Web 2.0 Foundations
 Write and read
 Rewrite, write and read (mashup)
 Authentic voice, augmented conversation
 Weblogging aka Blogging aka Blogs
 Podcasts/Vidcasts

15. Write/ReWrite/Read Web
 Value of Write is greater than Read
 Comments on Blogs
 http://digg.com/ style voting
 Mashup: ReWrite
 Copyright, IP: (cc) Creative Commons
 http://creativecommons.org/
 Wiki-world
 http://wikipedia.org/
 Or install your ownWiki

16. Blogging
 ‘log of your life, thoughts’: personal
 Write a blog entry, get comments, get
trackbacks
 Creating read/write community
 Everyone has a voice

17. Micro-blogging / Chat
 Twitter
 Lifeblogging / Lifestreams
 Chat / Skype
 Phone calls, emails instrusive
 Voice calls over the internet

18. Demystifying some Technologies
 AJAX
 SOAP, REST
 S+S
 RSS
 <joke>TLAs out of my ASS</joke>

19. {Micro}commerce
 eBay: anyone can buy and sell
 Reputation based on community (write)
 What is your IP?What is your USP?
 Is it your brand? Is it bounded exclusivity?

20. Brand, Trust and Risk
 Value of your Brand
 What are people saying about you now?
 Who represents your Brand online?
 What is your “online face?”
 Should you engage online at all?
 How do you engage?

21. Social Networking
 Tools for connecting groups of people
 Myspace
 Linkedin
 Facebook
 AU: Facebook grew 93% Mid Apr to Jun 07
 Instant Messaging (IM)
 Twitter
 WoW (small note on SecondLife)

22. Genertional Shift
 Media consumption
 US Newspaper sales, AUTV consumption
 Eyeballs, eyeballs, eyeballs
 Communications methods: online
 Generation-Y / Generation-C

23. Mobile
 What device are you carrying right now?
 Mobile devices are personal.
 >100% Mobile penetration in Australia
 Mobile devices are a platform
 Social networking on mobiles will drive the
next generation (apps)
Source: presentation by JenniferWilson, Head of Innovation, NineMSN
from http://www.nickhodge.com/blog/archives/2030

24. Business: Next Steps
 Finding and sustaining your authentic voice in
online conversations
 Honestly engaging in existing conversations
 What is the risk of not investing in your brand
to maintain the trust relationship?

25. Case Studies
 Wikis
 Blogging
 YouTube
 http://willitblend.com/
 CSIRO:
http://www.youtube.com/watch?v=uwvKGJXvHZA
 Social Networking Backlash
 “deconstructing” the $5b waste:
http://www.acidlabs.org/2007/07/31/on-banning-
social-computing-in-the-enterprise

26. Final (semi-Random) Thoughts
 You cannot outsource community
engagement
 But you can have your community with you
 Simplify your communications policies
 Give your employees a voice
 Go to the existing community, on their terms
 Online Measurement is more accurate
 Learn from mistakes, correct, continue

27. Resources I know of…
 Australian Expertise
 DesWalsh: http://www.thinkinghomebusiness.com/
 Technical: http://www.thebitbucket.net/
 Community: http://silkcharm.blogspot.com/
 Usability:
 Web2.0: http://acidlabs.org/
 HR: http://www.specht.com.au/michael/

28. Thanks
 Nick Hodge
 nhodge@microsoft.com
 http://nickhodge.com/
 http://twitter.com/nickhodge