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The Business of Web 2.0 - Opportunities and Lessons
1.
The
Business Of Web 2.0 Opportunities and Lessons The new B2C – Brand-to-Community – strategy, tactics and learnings from the Age of Conversation Gavin Heaton // www.servantofchaos.com // servant@servantofchaos.com © Gavin Heaton 1 www.servantofchaos.com
2.
People of earth
… © Gavin Heaton 2 www.servantofchaos.com
3.
A powerful global
conversation has begun. © Gavin Heaton 3 www.servantofchaos.com
4.
Through the Internet,
people are © Gavin Heaton 4 www.servantofchaos.com
5.
and inventing new
ways to share relevant knowledge © Gavin Heaton 5 www.servantofchaos.com
6.
… with blinding
speed. © Gavin Heaton 6 www.servantofchaos.com
7.
As a direct
result, markets are getting smarter … © Gavin Heaton www.servantofchaos.com 7
8.
and getting smarter
faster than most companies. © Gavin Heaton 8 www.servantofchaos.com
9.
1. Markets are
conversations. © Gavin Heaton 9 www.servantofchaos.com
10.
2. Markets consist
of human beings, not demographic sectors. © Gavin Heaton 10 www.servantofchaos.com
11.
12. There are
no secrets. © Gavin Heaton 11 www.servantofchaos.com
12.
20. Companies need
to realize their markets are often laughing. At them. © Gavin Heaton 12 www.servantofchaos.com
13.
26. Public Relations
does not relate to the public. © Gavin Heaton 13 www.servantofchaos.com
14.
29. Elvis said
it best: "We can't go on together with suspicious minds." © Gavin Heaton 14 www.servantofchaos.com
15.
36. Companies must
ask themselves where their corporate cultures end. © Gavin Heaton www.servantofchaos.com 15
16.
52. Paranoia kills
conversation. © Gavin Heaton 16 www.servantofchaos.com
17.
60. Markets want
to talk to companies © Gavin Heaton 17 www.servantofchaos.com
18.
67. As markets,
as workers, we wonder why you're not listening … © Gavin Heaton 18 www.servantofchaos.com
19.
You seem to
be speaking a different language. © Gavin Heaton 19 www.servantofchaos.com
20.
68. The inflated
self-important jargon you sling around … what's that got to do with us? © Gavin Heaton 20 www.servantofchaos.com
21.
69. Maybe you're
impressing your investors. Maybe you're impressing Wall Street … © Gavin Heaton www.servantofchaos.com 21
22.
You're not impressing
us. © Gavin Heaton 22 www.servantofchaos.com
23.
71. Your tired
notions of "the market" make our eyes glaze over. © Gavin Heaton www.servantofchaos.com 23
24.
72. We like
this new marketplace much better. In fact, we are creating it. © Gavin Heaton 24 www.servantofchaos.com
25.
73. You're invited,
but it's our world. Take your shoes off at © Gavin Heaton the door. www.servantofchaos.com 25
26.
75. If you
want us to talk to you, tell us something. Make it something interesting for a change. © Gavin Heaton www.servantofchaos.com 26
27.
78. You want
us to pay? © Gavin Heaton 27 www.servantofchaos.com
28.
… We want
you to pay attention. © Gavin Heaton 28 www.servantofchaos.com
29.
82. Your product
broke. Why? © Gavin Heaton 29 www.servantofchaos.com
30.
84. We know
some people from your company. They're pretty cool online … © Gavin Heaton 30 www.servantofchaos.com
31.
Do you have
any more like that you're hiding? Can they come out and play? © Gavin Heaton 31 www.servantofchaos.com
32.
87. We'd like
it if you got what's going on here. That'd be real nice. © Gavin Heaton 32 www.servantofchaos.com
33.
89. We have
real power and we know it. © Gavin Heaton 33 www.servantofchaos.com
34.
95. We are
waking up and linking to each other. We are watching. But we are not waiting. © Gavin Heaton www.servantofchaos.com 34
35.
Ten years on,
the Cluetrain still sounds radical … © Gavin Heaton 35 www.servantofchaos.com
36.
About Gavin Heaton ©
Gavin Heaton 36 www.servantofchaos.com
37.
Hands up if
you have heard of … © Gavin Heaton 37 www.servantofchaos.com
38.
The Long Tail
… © Gavin Heaton 38 www.servantofchaos.com
39.
Open Source … ©
Gavin Heaton 39 www.servantofchaos.com
40.
Mash ups … ©
Gavin Heaton 40 www.servantofchaos.com
41.
This is Web
2.0 © Gavin Heaton 41 www.servantofchaos.com
42.
Sites and Spaces ©
Gavin Heaton 42 www.servantofchaos.com
43.
Tools // Platforms ©
Gavin Heaton 43 www.servantofchaos.com
44.
And Many More
… © Gavin Heaton 44 www.servantofchaos.com
45.
http://theconversationprism.com/1650 © Gavin Heaton
45 www.servantofchaos.com
46.
People Online?
http://www.businessweek.com/magazine/content/07_24/b4038405.htm © Gavin Heaton 46 www.servantofchaos.com
47.
Why is this
important? © Gavin Heaton 47 www.servantofchaos.com
48.
Five Impacts of
Social Media Experts coming under pressure from new voices who are early adopters of new technology © Gavin Heaton 48 www.servantofchaos.com
49.
Five Impacts of
Social Media New organisations emerging to deal with the social, cultural and political changes © Gavin Heaton 49 www.servantofchaos.com
50.
Five Impacts of
Social Media There is a struggle to revise the social and legal norms -- especially in relation to intellectual property © Gavin Heaton 50 www.servantofchaos.com
51.
Five Impacts of
Social Media The concepts of identity and community are transformed http://darmano.typepad.com © Gavin Heaton 51 www.servantofchaos.com
52.
Five Impacts of
Social Media New forms of language come into being © Gavin Heaton 52 www.servantofchaos.com
53.
Five Impacts of
Social Media Educators are pressured to prepare their students for the newly emerging world © Gavin Heaton 53 www.servantofchaos.com
54.
© Gavin Heaton
54 www.servantofchaos.com
55.
Elizabeth Eisenstein on
the invention of the printing press © Gavin Heaton 55 www.servantofchaos.com
56.
This goes beyond
the question of whether your company or brand "should have a website" or a "blog", but whether it is important for you to be part of the web of signification that creates the worlds that we live in. http://tinyurl.com/soc5impacts © Gavin Heaton 56 www.servantofchaos.com
57.
Social networking sites
now more popular than porn sites. Time, October 31, 2007 © Gavin Heaton 57 www.servantofchaos.com
58.
Increasingly networked
but also individualised. © Gavin Heaton 58 www.servantofchaos.com
59.
Individualism
Community Independence Relationships Commercialism Authenticity Disconnect between how we “express ourselves” and what we “value” © Gavin Heaton 59 www.servantofchaos.com
60.
ABC, the third
commercial network in the USA began broadcasting in 1948 © Gavin Heaton 60 www.servantofchaos.com
61.
3 Networks x
60 years x 365 days x 24 hours = 1.5 million hours programming © Gavin Heaton 61 www.servantofchaos.com
62.
More than 1.5
million hours were uploaded to YouTube in the last 6 months © Gavin Heaton 62 www.servantofchaos.com
63.
Over 9000 hours
per day 200,000 3 minute videos For an audience <100 88% new/original © Gavin Heaton 63 www.servantofchaos.com
64.
“Dunbar Number”
http://en.wikipedia.org/wiki/Dunbar's_number © Gavin Heaton 64 www.servantofchaos.com
65.
Only 18% of
TV ad campaigns generate positive ROI -- Ad Age/Accenture © Gavin Heaton 65 www.servantofchaos.com
66.
The Auchterlonie Effect
http://tinyurl.com/soceffect © Gavin Heaton www.servantofchaos.com
67.
Social Capital
http://tinyurl.com/soceffect © Gavin Heaton www.servantofchaos.com
68.
Social Judgement
http://tinyurl.com/soceffect © Gavin Heaton www.servantofchaos.com
69.
“75 percent of
Fortune 1000 companies with websites will have undertaken some kind of online social networking initiative for marketing or customer relationship purposes in the next year.” – Gartner, October 2008 http://gartner.com © Gavin Heaton 69 www.servantofchaos.com
70.
But 50% of
those campaigns will be classified as failures. -- Gartner, October 2008 http://icanhascheezburger.com © Gavin Heaton 70 www.servantofchaos.com
71.
http://www.oovoo.com © Gavin Heaton
71 www.servantofchaos.com
72.
User Generated
User Generated User Generated Content Filtering Distribution User Generated Context http://tinyurl.com/socsimplesocialmedia © Gavin Heaton 72 www.servantofchaos.com
73.
Forget the hype,
this is business … © Gavin Heaton 73 www.servantofchaos.com
74.
Business-to-Business
In B2B the value of what you have to offer has few customers BUT they are willing to pay a Value and Effectiveness premium. Custom Solutions Complexity Volume Enterprise SME Consumer © Gavin Heaton 74 www.servantofchaos.com
75.
Business-to-Consumer
The value of what you have to offer has many customers BUT the margins are incremental . Value and Effectiveness Mass prod / volume Complexity Volume Enterprise SME Consumer © Gavin Heaton 75 www.servantofchaos.com
76.
Enterprise 1.0 Sales
Enterprise 1.0 firms are designed to service these two markets but they leave a gap in between. Value and Effectiveness Custom Mass prod / Solutions volume Complexity Volume Enterprise SME Consumer © Gavin Heaton 76 www.servantofchaos.com
77.
Enter Web 2.0 ©
Gavin Heaton 77 www.servantofchaos.com
78.
Convergence is Not
About Technology © Gavin Heaton 78 www.servantofchaos.com
79.
The Convergence of
Markets Knowledge Workers are no longer happy to leave their rich web experiences at home. Value and Effectiveness B2B B2C Complexity Volume Enterprise SME Consumer © Gavin Heaton 79 www.servantofchaos.com
80.
The Convergence of
Markets The NEW B2C … Brand-to-Community extends from the consumer space through the enterprise Value and Effectiveness B2B Br2Comm B2C Complexity Volume Enterprise SME Consumer © Gavin Heaton 80 www.servantofchaos.com
81.
Web 2.0 opens
markets and changes the way that we interact. © Gavin Heaton 81 www.servantofchaos.com
82.
It represents a
fundamental shift in the nature of value © Gavin Heaton 82 www.servantofchaos.com
83.
It’s no longer
about what you make © Gavin Heaton 83 www.servantofchaos.com
84.
… but what
you know and who you connect to © Gavin Heaton 84 www.servantofchaos.com
85.
Peter Steiner’s famous
cartoon captured a realization and a spirit of the time. © Gavin Heaton 85 www.servantofchaos.com
86.
The “level playing
field” had finally arrived. © Gavin Heaton 86 www.servantofchaos.com
87.
Samples
http://www.servantofchaos.com/20 08/07/where-the-hell.html More than 6.8 million student reviews of 1 million professors http://ratemyprofessors.com © Gavin Heaton 87 www.servantofchaos.com
88.
Over 11 million
views @ 4:29 per view, 23 million Google references http://tinyurl.com/socwhereismatt © Gavin Heaton 88 www.servantofchaos.com
89.
Continuous Digital Strategy
Objectives Measurement Audience Commitment Footprint Converse Content http://tinyurl.com/socdigitalstrategy © Gavin Heaton 89 www.servantofchaos.com
90.
Tim O’Reilly’s Web
2.0 Blogs Sharing UGC Web2.0 Openness Wikis Social Networks http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html © Gavin Heaton 90 www.servantofchaos.com
91.
The Machine is
Us/ing Us Understand Web 2.0 in four minutes thanks to Prof Wesch http://www.youtube.com/watch?v=6gmP4nk0EOE © Gavin Heaton 91 www.servantofchaos.com
92.
Web as a
Platform Let me tell you a story … © Gavin Heaton 92 www.servantofchaos.com
93.
It Enables
It started with a question … http://www.drewsmarketingminute.com © Gavin Heaton 93 www.servantofchaos.com
94.
Harnessing Collective Intelligence
What did we know? http://www.ageofconversation.com © Gavin Heaton 94 www.servantofchaos.com
95.
And the Person
of the Year Crowdsourcing … © Gavin Heaton 95 www.servantofchaos.com
96.
Continuous Beta © Gavin
Heaton 96 www.servantofchaos.com
97.
Data is the
Next Intel Inside © Gavin Heaton 97 www.servantofchaos.com
98.
Lightweight Programming
Usable technology does the hard work http://pipes.yahoo.com © Gavin Heaton 98 www.servantofchaos.com
99.
Open Collaboration
103 authors across the globe Http://technomarketer.typepad.com © Gavin Heaton 99 www.servantofchaos.com
100.
Software Everywhere
From idea to print in 3 months http://lulu.com/ageofconversation © Gavin Heaton 100 www.servantofchaos.com
101.
Software Everywhere
Hard, soft and eBooks http://collaborativeideation.com © Gavin Heaton 101 www.servantofchaos.com
102.
Rich Experiences
Technology enabled the project and the project spawned the connections © Gavin Heaton 102 www.servantofchaos.com
103.
http://mindblob.typepad.com © Gavin Heaton
103 www.servantofchaos.com
104.
And We Raised
Money Raised $10,000 for Variety in the first 60 days http://varietychildrenscharity.org © Gavin Heaton 104 www.servantofchaos.com
105.
Prescribed Textbook
A number of US colleges prescribed the book as a text © Gavin Heaton 105 www.servantofchaos.com
106.
AdAge Feature
The book was featured in the AdAge Bookstore © Gavin Heaton 106 www.servantofchaos.com
107.
And Again in
2008 An even stronger band of contributors this year © Gavin Heaton 107 www.servantofchaos.com
108.
Lessons We Learned
and Things to Remember © Gavin Heaton 108 www.servantofchaos.com
109.
Everything is
amplified © Gavin Heaton 109 www.servantofchaos.com
110.
Your business
ecosystem is the consequence of relationships © Gavin Heaton 110 www.servantofchaos.com
111.
It is subject
to unplanned futures … or the ebb and flow of trends and events © Gavin Heaton 111 www.servantofchaos.com
112.
There are no
boundaries © Gavin Heaton 112 www.servantofchaos.com
113.
Everything is linked
to everything (and everyone) else © Gavin Heaton 113 www.servantofchaos.com
114.
Have a large
funnel and focus on a goal. © Gavin Heaton 114 www.servantofchaos.com
115.
How Did It
Work? © Gavin Heaton 115 www.servantofchaos.com
116.
Influencers and Connectors
It’s about reputation, authority and participation http://tinyurl.com/socweakties © Gavin Heaton 116 www.servantofchaos.com
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Influencers and Connectors
Which gives your opinion context, weight and credibility © Gavin Heaton 117 www.servantofchaos.com
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Influence Ripples
And ripples across the internet http://darmano.typepad.com © Gavin Heaton 118 www.servantofchaos.com
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Measurement
But can you measure it? © Gavin Heaton 119 www.servantofchaos.com
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Measurement
Analytics + Page Rank + Feeds + Time with Brand + Volume of Comments © Gavin Heaton 120 www.servantofchaos.com
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Return on Investment?
Determine the R first. Social Media (and all marketing) should be aligned with your business strategy. Listen first. Understand audience behaviour. Get help. © Gavin Heaton 121 www.servantofchaos.com
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Getting Started
It’s a conversation that you start by LISTENING © Gavin Heaton 122 www.servantofchaos.com
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Licensing/Attributions
Flickr Images: Ideas: http://www.flickr.com/photos/chicadecasa/ Tim O’Reilly: http://www.oreilly.com http://www.flickr.com/photos/enviale/ David Armano: http://darmano.typepad.com http://www.flickr.com/photos/ryanmft/ Drew McLellan: http://www.drewsmarketingminute.com http://www.flickr.com/photos/redvers/ Sean Howard: http://www.craphammer.ca http://www.flickr.com/photos/articnomad/ Geoffrey Moore: http://geoffmoore.blogs.com http://www.flickr.com/photos/modadimagno/ Joseph Jaffe: http://www.jaffejuice.com http://www.flickr.com/photos/st3f4n/ Katie Chatfield: http://www.getshouty.com http://www.flickr.com/photos/jluna/ http://www.flickr.com/photos/calanan/ See my blogroll @ servantofchaos.com http://www.flickr.com/photos/austinellison/ http://www.flickr.com/photos/spittal/ Get this presentation: http://www.flickr.com/photos/jepoirrier/ www.slideshare.net/servantofchaos http://www.flickr.com/photos/edtarwinski/ http://www.flickr.com/photos/thomashawk/ http://www.flickr.com/photos/jonnybaker/ © Gavin Heaton 123 www.servantofchaos.com
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Flickr
Gadl: http://www.flickr.com/photos/gadl/274460455/ Obo Bobolina http://www.flickr.com/photos/obo-bobolina/1544393823/ Driph http://www.flickr.com/photos/driph/2534655305/ Eric Rice http://www.flickr.com/photos/ericrice/3862126/ Pingnews.com http://www.flickr.com/photos/pingnews/473141678/ Lincolnian http://www.flickr.com/photos/lincolnian/1829986285/ ProfessorMortis http://www.flickr.com/photos/professormortis/2279725463/ James Good http://www.flickr.com/photos/jamesgood/363013819/ © Gavin Heaton 124 www.servantofchaos.com
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