Web 2.0 From Conversation To Communication

Web 2.0: From Communication to Conversation

www.daemondigital.com© Daemon Group 2008

Internet usage

15.3 million web userspenetration >50%

Global web population exceeds 1.3 billionMobile phone subscribers by 2010 – 4 billion

Internet usage and penetration

Africa

Austra

erica Asia

Africa

Source: www.internetworldstats.com

INTERNET USAGEMillions of users

INTERNET PENETRATIONPercentage of population

Time taken to penetrate to 50 million users

13 years

38 years

4 years

The corporate website

is where good content goes to die.

Web 2.0 and social media

What are the main Web 2.0 applications

• Blogs

• Mashups

• Podcasting

• RSS

• Social networking

• Widgets

• Wikis

Four categories of online social networks*

PEOPLE BASEDLinkedin

SPECIAL INTERESTWikipedia

VIRTUAL WORLDSSecond Life

CONTENT BASEDYouTube

*Source: Datamonitor analysis, 2008

There are 37 million registered users of Facebook

There are 106 million registered users of MySpace

If MySpace were a countryit would be the 11th largest in the world

(between Japan and Mexico)

The average MySpace page

is visited

30 times each day

Globally one new blog is created every second of every day

STEP ONE STEP TWO

12 September ‘04

First posting on blog

23 September ‘04

Product recall and settlement of lawsuit

Australia’s generational profile

Source: McCrindle Research and the ABS, 2008

Digital natives and digital immigrants

Welcome to Generation C

The web population as a whole

Consumers 55%

Prosumers 30%

Producers 15%

Generation C

Producers 1%

Prosumers 1%

Consumers 90%

77% of 16-29 years olds would rather live without TV than live without the internetNew Paradigm, 2008

Image: Terry’s Chop Shop

Share of population which uses social networking

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

55 - 64

45 - 54

35 - 44

25 - 34

18 - 24

Australian membership of online social networks

0 2 4 6 8 10 12 14

4.8 million

11.5 million

Digital engagement strategy

People use social media to improve their lives*

• Convenience

– 66% research product purchases

• Health

– 61% research health related issues

• Connectivity

– 40% use social networking to make new friends

– 100% communicate with friends every time they go online

– 53% get to know people better online

– 51% are more open on Instant Messenger

*Source: Circuits of Cool/Digital Playground, July 2007

How do your audience want to review content?

Read? Listen?

Watch?

So how can your organisation

go from Communication to

Conversation using the

participative web?

Good Morning Amy,

Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.

Once again thank you for your interest, and have a nice day.

93% of Chinese kids aged under 14 have at least one friend

online that they have never actually met

What’s your favourite thing?

www.daemondigital.com

Web 2.0 From Conversation To Communication

Technology

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How Implicit Communication Emerges during Conversation Game