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Presentation to Cathay Pacific Airways staff -- 2009.03.25
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Achieving Social and Business Potentials in the Web 2.0 World
Seminar for Cathay Pacific Airways Ltd
Charles MokInternet Society Hong Kong
Mar 25 2009
What is Web 2.0?
Definition by O'Reilly (2005) Core concept to summarize all network behavior:
interactive and sharing Web based platform Intelligence from the masses Information becomes the new 'Intel inside' Eternal upgrades – forever beta Rich user experience Rapid response User created content (or user generated content)
Before Web 2.0, there was...
'Web 1.0 → 1.5' Top-down 'Content is king' Email was the only killer application
Web 1.0 → 2.0 From Yahoo! to Google Amazon
Long Tail Theory (Anderson, 2004)
Book (2006)
http://www.jeffro2pt0.com/images/web20logos.jpg
Politics 2.0
From Campaign 2.0 to President 2.0
Democratic pollster Peter Hart: “2008 is the first modern election where technology enabled supporters to play a direct role in the campaign. It's the first election where citizen media dominated the dialogue."
A look at campaigns in Taiwan, US and Hong Kong
Taiwan: from SMS (2004) to video (2008)
http://hk.youtube.com/watch?v=OT8sxeulXLQ http://hk.youtube.com/watch?v=r12iGnmHa74
http://hk.youtube.com/watch?v=UgHz5mrrT8Yhttp://hk.youtube.com/watch?v=fsT21CncH9o
Political videos in Hong Kong
http://hk.youtube.com/watch?v=bui6TUdvuiUhttp://hk.youtube.com/watch?v=YoFIhjW3Ei8
http://hk.youtube.com/watch?v=2j3vh55SSVwhttp://hk.youtube.com/watch?v=RMMWde0O1eg
US Presidential Election 2008
• Obama's web strategy
– He knows he could not win without an effective Internet strategy
– Arianna Huffington: Obama would not have won in 2004
• Long campaign from party to national
• Money, money, money
– The long tail of political donation
US Presidential Election 2008
• Obama Girl
– "I Got a Crush...On Obama" http://www.youtube.com/watch?v=wKsoXHYICqU
– "Obama Girl Returns for Iowa" http://www.youtube.com/watch?v=ENCRu-2d35g
The Obama Lesson
barackobama.com
change.gov
whitehouse.gov
Evolution of Obama's web strategy• Election website: www.barackobama.com -- keep going!
• Transition website: www.change.gov
• Presidential website: www.whitehouse.gov
• Google Government
– Consistence in style
– Participatory – it is people's expectation now (Pew Research)
– Segmentation
• Beyond the web
– Social networking strategy
– YouTube vs TV, radio
– Blackberry
– SMS: Announcement of VP candidate in August using SMS
Pursuant to federal law, government-produced materials appearing on this site are not copyright protected.
Creative Commons
http://www.youtube.com/watch?v=qzC99sf2u7g
Who are our Consumer 2.0?
Digital Natives Digital Natives, Digital Immigrants – Marc
Prensky 2001 'Our students have changed radically. Today's
students are no longer the people our educational system was designed to teach.'
'Our Digital Immigrant instructors, who speak an outdated language (that of the pre-digital age), are struggling to teach a population that speaks an entirely new language.'
School didn't teach me to read—I learned from my games.
From Computer Literacy to Media Literacy
New Model: New Opportunities
Image under CC from Tobias Eigen
Monitoring Consumer Generated Media
CGM Blogs, forum, chat rooms, newsgroups and other
content sites Gathering consumer insights and opinions from
captured CGM data Historical vs. current CGM monitoring vs. opinion polling?
Predictive characteristics? E.g. local firm K-Matrix www.kmatrixonline.com
莫乃光 Charles Mok
http://www.charlesmok.hk
http://charlesmok.blogspot.com
