By: Hans Mannak Online Marketing Lecturer at NHTV
Bubble 2.0
or
Relevant Trends
Trends:Internet 2008 Netherlands
� Internet penetration 83% (13 year+, +3% growth)� Highest in Europe
� Internet use: 1 hrs / day (13 year+, +13% growth)� Internet use: 1.2 hrs / day (all surfers, + 13 % growth)
Male Female
20%
40%
60%
80%
100%
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
0%
Sources: Trendbox 2005 & STIR
Trends:Internet Usage The Netherlands: Male - Female
81
19
78
22
75
25
74
76
66
34
59
41
59
41
53
47
54
46
50
50
49
51
49
51
49
51
Hardly any difference anymore in Internet usage men and women
20%
40%
60%
80%
100%
0%
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
- 24 25 � 34 35 � 49 50 � 65 65 +
18
21
36
19
7
17
25
33
18
6
17
29
35
16
4
20
28
34
13
4
22
25
35
16
3
24
30
33
12
2
23
30
32
12
2
25
29
34
10
2
29
32
28
9
1
25
33
31
10
1
32
34
23
9
1
Source: Trendbox 2005
Trends:Age Internet Users in the Netherlands
Internet users are now a reflection of society
Total 12-15 15-25 25-35 35-45 45-55 55-65 65-75
2005
2006
2007
Trends:Access to Internet (%) Per Age Category
Source: Centraal Bureau voor de Statistiek (2007), & Mind your X�s and Y�s, Linda Johnsonhttp://statline.cbs.nl/StatWeb/Table.asp?STB=T&LA=nl&DM=SLNL&PA=71098ned&D1=33,45-47,65-68,92-98,101-104,114,124-133&D2=0,7-13&HDR=G1
98 98 98 93 95 98 86 90 93 91 939283 85 88 88 90 92 73 73 79 41 50 53
Different
Very Different
The Connected Generation
Generation Y(1980 � 1997)
Generation X(1965 � 1979)
50+
The Connected Generation
�Generation X and Generation Y� 24 hrs x 365 days� The �Anytime, Anyplace & Anywhere Generation�� The Connected Generation is using Internet and mobile
phones for all their social activities
Trends:Media Changes the Netherlands
� TV: from 2 TV channels to > 100� Internet: form 0 to 162,000,000 websites (>11.5 billion pages)� Fragmentation of media�Over 200,000,000 channels.
� Results: � fast growth of non-personal communication media
Trends:Dailey Internet Activities (Age: 15 � 24 years)
1 MSN 81.2%
2 Mail 70.2%3 Search sites 59.6%4 Surfing 55.1%
5 Download music 34.6%6 News 33.3%7 Watch profile 28.5%
8 Search info for school 24.4%9 Create own page/site 23.4%10 Watch movies 22.5%
Source: Newrulez, http://www.wereldjournalisten.nl/factsheet/2008/06/12/digitale_media_in_de_multiculturele_samenleving/
Trends:Conclusion
� Internet users are now a representative sample of society� Internet (1.0) was a relatively cold media� The connected generation has the need, but does not
have sufficient possibilities for social activities
What is Web 2.0 and Web 3.0?
What is Web 2.0?
Source: www.wikipedia.com
� This definition shows the confusion and hype on the market, about Web 2.0:� Platform (technology)
� Applications� Results
�Web 2.0 is like pornography, difficult to describe, but you know it when you see it�Wikipedia:� Web 2.0 is the business revolution in the
computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform
Web 2.0Qetgrhjtyjhhrhrthtthb cryioogasfwsqacscQetgrhjtyjhhrhrthtthb cryioogasfwsqacscQetgrhjtyjhhrhrthtthb cryioogasfwsqacscQetgrhjtyjhhrhrthtthb cryioogasfwsqacsc
What Is Web 2.0?
�Web 0.0 is about technology�Web 1.0 is about commerce�Web 2.0 is about people�Web 2.0 refer to a supposed second generation of
Internet-based services that emphasize online collaboration and sharing among users� A restart of the web?� Build on top of web1.0?
What is Web 3.0?
� Social web (web 2.0): conversations between people� Semantic web (web 3.0): interaction between machines
What Is Web 2.0/3.0?Buzzword Bingo
� Ajax
� Apollo� Web standards� User Centered Design
� RSS� API�s� Blogs
� Wiki�s� Mashups� Social Networking
� Tagging� Folksonomies
� Web 2.0 services:� Social Networks (Flickr, YouTube,
SlideShare)� Web-based Applications (Google Docs,
Time Tracker)
� Wikis (Wikipedia)� Blogs, photologs & Podcasts (blogger)� News promotion systems (digg, meneame,
fresqui)� Content managers (netvibes, del.icio.us,
cannotea, refworks)
� Communication tools (basecamp, zohoproject, meebo)
� Subscription services (bloglines)� Searchers based on tags (flickr, technocrati)
Web 2.0(People�s Perspective)
Collaboration Conversation
Community Connection
Content creationCumulative learning
Collective intelligenceChange of scale
Core values Cheap and fast
Web 1.0 (Technological Perspective)
Internet
Simple websitesSimple applications
Web 1.0 (Technological Perspective)
Internet
Simple websitesSimple applications
Web 1.0 (Technological Perspective)
Internet
Simple websitesSimple applications
Web 2.0 application platform
Web 3.0(Technological Perspective)
Smart websites
Smart applications
Internet
Address?
Bank account
Chamber of commerce
number
Suppliers?
Components & Applications Web 2.0
� Interactive Web 2.0 Components� BLOGS� Wikis
� RSS
� Folksonomy
� Mashups
�Web 2.0 Applications� Social networks
� User generated content
Web 2.0 Interactive Applications
Web 2.0 Components:BLOGS
�Wikipedia�s definition:� A blog (a contraction of the term "Web Log") is a website, usually
maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics orvideo. Entries are commonly displayed in reverse-chronologicalorder.
Web 2.0 Components:BLOGS: Types
� Closed Blog� Small but extremely passionate and engaged audience� Audience unlikely to grow
� Conduit Blog� Potentially larger audience than closed blog model
� Audience highly engaged with personality and/or topic
� Audience unlikely to grow rapidly because it serves sameAudience without reaching out
� Participant Blog (participant in information)� High level of involvement
� Positive impact on trust
Source: http://www.cybersoc.com/2007/02/3_types_of_blog_11.html
Web 2.0 Components:BLOGS: Types
Closed Blog
News
Map
MP3
Image
Wikipedia
Conduit Blog
Participant Blog
Source: http://www.cybersoc.com/2007/02/3_types_of_blog_11.html
�Up-to-date website� �Portal� �Interactive Blog�
Web 2.0 Components:BLOGS: Types
� Vlog� Linklog� Sketchblog� Photoblog� Tumbleblog
� Phlog� Moblog� Splog� Slog� Corporate blogs
� Miscellaneous types of blogs
Blogs that contain videosBlogs that contain url to several linksBlogs that contain portfolio of sketchesBlogs that contain photosBlogs that contain shorter posts and mixed media
typesBlogs that uses gopher protocol known as PhlogBlogs that are written using mobile devicesBlogs used for spamming purposesBlogs that are used for business purposesBlogs that are used to enhance the
communication and culture in a corporationThere are various blogs such as political blogs,
travel blogs, fashion blogs, project blogs or legal blogs
Web 2.0 Components:BLOGS: Current Situation
Global� 6.5 billion people� 1 billion internet users (> 15%)� 162 million websites� 70+ million weblogs� 2 billion messages/ reactions on weblogs
� Netherlands� 16 million people� 10,9 million internet users (13 year+; > 81%)� 1 million weblogs
Web 2.0 ComponentsWiki�s
� A wiki is a collection of web pages designed to enable anyone whoaccesses it to contribute or modify content, using a simplified markuplanguage. � No HTML coding required:
meta http-equiv="Content-Type" content="text/html; charset=utf-8" /><meta name="generator" content="MediaWiki 1.14alpha" /><meta name="keywords" content="Encyclopædia Britannica,Featuredarticles,2002,2004,2005,2006,2007,2008,Alexa (Internet),American Library Association,April 10" /><link rel="alternate" type="application/x-wiki" title="Edit this page" href="http://en.wikipedia.org/w/index.php?title=Encyclop%C3%A6dia_Britannica&action=edit" /><link rel="shortcut icon" href="/favicon.ico" />� Technology used is derived from Content Management System
technology
Web 2.0 ComponentsWiki�s: Different Types
� Educational� Open platform (e.g. wikipedia)
� Social wiki�s� Discussion of subjects
� Corporate wiki�s� Publication (e.g. meeting minutes)
Web 2.0 Components:RSS
� RSS is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts in a standardized format.� An RSS document (which is called a "feed," "web feed,"
or "channel") contains either a summary of content from an associated web site or the full text. � RSS makes it possible for people to keep up with web
sites in an automated manner that can be piped into special programs or filtered displays.
Source: www.wikipedia.com
Web 2.0 Components:RSS: Requires an RSS Reader
� Windows� Offline readers
� RSSReader� FeedReader� FeedDemon� NetNewsWire
� Online readers� BlogLines� News Gator (Outlook)
� Mac� Offline readers
� NetNewsWire
� Linux� Straw
� Mobile� MobileRSS
Web 2.0 Components:Folksonomy
� Folksonomy (also known as collaborative tagging, socialclassification, social indexing, and social tagging) is the practice and method of collaboratively creating and managing tags (a non-hierarchical keyword or term assigned to a piece of information, such as an Internet bookmark, digital image, or computer file) to annotate and categorize content. In contrast to traditional subject indexing, metadata is generated not only by experts butalso by creators and consumers of the content. Usually, freely chosen keywords are used instead of a controlledvocabulary. Folksonomy is a portmanteau of the wordsfolk and taxonomy (classification), hence a folksonomy is a user generated taxonomy.
Source: www.wikipedia.com
Web 2.0 Components:Folksonomy: Tag Clouds
� A tag cloud or word cloud (or weighted list in visualdesign) is a visual depiction of user-generated tags, orsimply the word content of a site, used typically to describe the content of web sites.
What Is Web 2.0? Mashups
� The musical genre encompassing songs which consist entirely of parts of other songs
� A web application that combines data and/or functionality from more than one source
Why Use Social Media?
� 59% To keep in touch with friends and family� 57% I like looking at other people�s spaces� 47% I want to meet people with similar interests � 46% To express my opinions and views on topics� 20% It is a good way to date� 17% Using it for a specific reason, e.g. wedding, job
networking
Web 2.0 Applications
� User generated content (BLOGS, Wiki�s and Mashups)� Content syndication (RSS)� Collaborative filtering� Collaborative rating
Web 2.0 ApplicationsUser Generated Content: Impact
� Co-creation
� Involvement
� Perceived risk
� Threshold to purchase
Examples Web 2.0
Web 2.0 Landscape
Examples Web 2.0
� www.youTube.com� www.flickr.com� www.slideshare.net� www.hyves.nl� nl.facebook.com� www.linkedin.nl� www.netvibes.com� www.orkut.com� www.myspace.com� www.last.fm� www.digg.com
Example: YouTube
� User Generated Content: Video�s (65,000 uploads / day)� 100 million videos watched / day� 20 million unique visitors / Month
� 6th largest audience for a website
� 45 terra bytes of video
� Total time spend for watching: 9,305 years
� 70% of visitors is American� 50% is under 20 years of age
� Acquired by Google Nov. 2006
� Link YouTube to your site
Source: http://www.youtube.com/press_room_entry?entry=AwPf9c9qJDc
Example: Flickr
� User Generated Content: Photo�s� 228 million photo�s� 500,000 uploads per day
http://mtj.wordpress.com/2007/04/28/mysql-conference-scaling-fotolog/
Example: Slideshare
� The worlds largest community for sharing presentations� 300,000 presentations from 165 countries in 55 languages
CEO Rashmi Sinha
Example: Hyves
� Social Network (communities)� 7 million subscribers� 4 billion page views / Month
� Exchange messages, photo's, video's, tips and advertisements
Over the top due to a lack of privacy?
Are you selling to young people?Find the right community!
Example: Facebook
� Social Network (contact other people)� User base (according to facebook): 67 million� 100,000 new registrations / day
� 5th most valuable USA Internet company
� 4.1 billion photo�s
CEO Mark Zuckerberg
Example: LinkedIn
� LinkedIn is an online network� more than 25 million experienced professionals� from around the world, representing 150 industries
� 9 million active users
� Average user is 39 years old and makes $139,000 a year
� Founded in 2003 by Reid Hoffman
Example: Netvibes
� Personalize your start page� 5 million users� Paris based company
Example: Orkut
� User Generated Content (photo�s & video�s)� Social Network (contact other people)
Example: MySpace
� Social Network (theme based)� MySpace is a popular social networking website offering an
interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music and videos
� 110 million active users, 85% is 18+ years of age
� 300,000 new subscribers / day
Example: Last.fm
� User Generated Content (Radio and music community)
Example: DIGG
� Find content
Example Wiki�s: Wikipedia
� User Generated Content (knowledge)� Over 7 million articles, in >200 languages� Britannica Encyclopedia produced with 100 editors a new release
every 25 years, Wikipedia updating every minute
But:Not only BE had difficulties to survive, Wikipedia is also not a rich company having financial problems
Example RSS: Marktplaats & Bloglines
Example RSS: Marktplaats & Bloglines
Example Folksonomie : del.icio.us
� Social Bookmarking Service
Conclusion
�Main web 2.0 usage:� User Generated Content� Social Networks
� Personal productivity improvements
How To Use Web 2.0 For Best Results?
Best Results?
� Depends on your goals . . .� No 100% correct answer possible� Best practices
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Public
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Corporate Website
Public
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Corporate Website Closed BLOG (up-to-date) or Conduit BLOG (portal)
PublicBetter content for prospects / customers = higher conversionHigher ranking in Search Engines = improved acquisition
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Corporate Website Participant BLOG (interactive)
PublicMore trusted by prospects / customers = higher conversionHigher ranking in Search Engines = improved acquisition
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
PublicBetter understanding of target audience
Corporate Website (with folksonomy)
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Folksonomy (on third party site)
PublicBetter understanding of target audience
Better acquisition
Corporate Website (without folksonomy)
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Corporate Website
Public
Online Advertising
Specific target group
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Corporate Website
Viral Marketing
PublicSpecific target group
Online Advertising
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Corporate Website
PublicSpecific target group
Tagvertising
Much better targeted= higher conversion, lower cost
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Corporate Website
Viral Marketing
PublicSpecific target group
Tagvertising
Much better targeted= higher conversion, lower cost
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Corporate Website
PublicSpecific target group
Company Goals
Best Practices 2.0
Acquisition Conversion Retention
200 million channels
Corporate Website
PublicSpecific target group
RSS
Highly trustedHigh acceptance
Best Practices 2.0
�Overwhelmed?� Let NHTV students find out what the best solution is for
your company
Conclusions
�Marketing is becoming more complex (=more fun)� Users are now part of the communication process, not just
the end of it� Consumers are becoming vendors themselves:� Of stuff (eBay, Amazon)
� Of media (bloggers, myspace)
�Opinion formers are popping-up in unexpected places� Bloggers in particular
� Young people need a young approach