El Negocio es Social, Nuevamente (The Business is Social, Again!) - 1 Web 2.0

I. And the World changed…Web 2.0 and the impact to the World

“There is little doubt that we are in the midst of a revolution of a much more profound and fundamental nature than the social and political 

revolutions of the last half century.” ‐ Arthur Erickson

Topics

1. Old Good Days

2. What is Web 2.0 ?

3. Understanding effects of Web 

2.0

Old Good Days!

Once upon a time…

People

ShareExpress

TrustRecommendations

Meet peopleMatch making

ReputationManagementAnalyticsSocial CRM

VOIPSkype

EmailWall posting

SMSMicro‐blogging

Discussion forumsChats

One‐to‐one commerce

CRMCustomer 

communitiesShopping ranking

Affiliation communities

Location based 

marketing

Customer feedback

Ecommerce shoppingPersonalized 

shopping experienceReccomendations

Multi‐player gamingSocial games

Fan driven communities

Internet RadioMusic streamingMusic sharing

Photo sharingVideo sharing

Facebook pages

Google+ circles

My Space pages

Twitter campaigns

Text chains

WikisAnonymous email

External boards / UseNet

Is n’t it?

“Web 1.0 was Commerce

Web 2.0 is People”

‐ Ross Mayfield

What is Web 2.0?

History

WWW was born!

Mosaic (Netscape)

Web 2.0 Conference

Google

Yahoo!

.com Bubble

Friendster

Linkedin

MySpace

Facebook

Twitter

sixdegrees

Source: Wikipedia

1990

2000

2010

Increased scale of users and content….Source: Wikipedia, Netcraft

Web 2.0“the widely read‐write Web”

367,000,000 sites

2 billion+ global users

2011

Web 1.0“the mostly read‐only Web”

250,000 sites

45 million global users

1996

Publishedcontent

Usergeneratedcontent

collectiveintelligencecollectiveintelligence

Convergence of Technology and People 28

Technology

Social change

SocialComputing

Source: Forrester

What’s changed

Web 1.0 Web 2.0

www.whitehouse.gov (1997) www.whitehouse.gov (Now!)

Read Read, write, contribute

What’s changed

Web 1.0 Web 2.0

www.weebly.com

Web coders Anyone

Frontpage 98

What’s changed

Web 1.0 Web 2.0

Web browsers Multiple Access

Netscape Communicator 4.61 Google Chrome

iOS App

RSS Reader

What’s changed

Web 1.0 Web 2.0

Geeks Everybody

The Impact of Technology

Connected Organizations• Millions

Web 1.0

Connected People• 6 Billion

Web 2.0

Connected Devices• 100 Billion

Web 3.0

Connected Intelligences• 1 Trillion

Web 4.0

Web 1.0 Web 2.0

IV. Understanding Effects of Web 2.0

To understand how to do business in a 2.0 world…

You do not need to understand the Web 2.0 

technologies

“You are better off understanding Human 1.0 –not as individuals, but as hyper‐social creatures"

It’s more about the people than the technology

Connect & Communicate

What’s happen?

Hyper‐Social Traits

Reciprocidad Social Framework Fairness

Mimicking Others We Like Gathering Meritocracy

Source: The Hyper‐Social Organization – F. Gossieaux & E. Moran

Hyper‐Social companies think differently

Tribes – Not Market Segments Knowledge network – not information channel

Human‐centricity – not Company‐centricity

Emergent messiness – not hierarchical fixed processes

But…

I‘m 52.  I don’t understand this social technology stuff…

• Similar than “physical” social stuff

• Withoutconstrains of time or space

Dealing with Social Technologies

Meet people, start conversations

Answer questions, help others

Ask questions, trust others’ advice

Build relationships

Same On‐line

Meet people, start conversations

Answer questions, help others

Ask questions, trust others’ advice

Build relationships

Q&A