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Introduction to web 2
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INTRODUCTION TO WEB 2.0
Nick HodgeProfessional Geek, Digital DiplomatMicrosoft [email protected]://nickhodge.com/
Slides version 1.1 23-august-2007
Agenda
Backgrounder Web 2.0 phenomenon (or mighty IT
hoax?) Next steps for your organisation
This presentation: text on slides, conversation, demonstration
Links: in presentation, you can download l8r
Who is Microsoft?
Founded 1975 Worldwide organisation $51b Revenue; 78,000 employees.
5-8% are blogging More than software on your
PC/Servers: online: http://live.com/ and many, many other things.
Live.com: 465 million unique users per month
Who is Nick Hodge?
MBA , TechMgmt (2003 LaTrobe Univ) Apple+Adobe=11 years Including 3 years of sales management 6 months self-funded sabbatical 2007: Microsoft:
Professional Geek (doing) Digital Diplomat (explaining my doing)
http://nickhodge.com/ (sometimes top 100 AU, Technorati.com <50K)
Background
Web 2.0 is not a new product Web 2.0 is not “must be Web 2.0
compliant” a check mark Web 2.0 is a period of time
characterised by unique movements, technologies, philosophies and events, where promise of the internet democratising communications takes effect
The Internet
This is a fundamental re-organising of the power of to the end user
Hierarchical vs. Network connection model
(for end user, read: consumer, customer, citizen)
History of the Internet
DARPA: fail-safe communications network
TCP/IP 1969 to 1993: research, “RFCs”
Compare with OSI standardisation process
1993 to now: commercial Online: BBS, CompuServe, AOL
predate Humans want to communicate
Web 1.0 (1994 to 2001)
Web browser/server Netscape, Internet Explorer Windows 95
Generation-Y Theory Gold rush to pyrites (fools’ gold) Dot-com crash
Legacies of Web 1.0
Sales and Marketing adoption of Web Operational efficiencies driven by
cost cutting = ICT Flattening of the world, supply chains Bandwidth (wired, wireless)
investment
Ref: Thomas L. Friedman, The World is Flat
Environmental Drivers
Cost of Hosting CPU performance
Maturity of web platforms: eg, ASP.NET
Customer/client ICT maturity Bandwidth increase Constant cost reduction cycle
eCommerce is so Web 1.0
eCommerce is an outdated term Based on drivers, all businesses have
an “eCommerce” Email, eTax, web site…
Organisations must now deeply integrate ICT to further their productivity
There is a new way of engaging a largely online community
Keystones of Web 2.0
The Cluetrain Manifesto http://www.cluetrain.com/
The Long Tail http://www.thelongtail.com/
Read/Write Web http://www.oreilly.com/catalog/wemedia/
book/ch02.pdf
Folksonomy http://en.wikipedia.org/wiki/Folksonomy
Web 2.0 Foundations
Write and read Rewrite, write and read (mashup) Authentic voice, augmented
conversation Weblogging aka Blogging aka Blogs Podcasts/Vidcasts
Write/ReWrite/Read Web
Value of Write is greater than Read Comments on Blogs http://digg.com/ style voting
Mashup: ReWrite Copyright, IP: (cc) Creative Commons
http://creativecommons.org/ Wiki-world
http://wikipedia.org/ Or install your own Wiki
Blogging
‘log of your life, thoughts’: personal Write a blog entry, get comments,
get trackbacks Creating read/write community Everyone has a voice
Micro-blogging / Chat
Twitter Lifeblogging / Lifestreams
Chat / Skype Phone calls, emails instrusive Voice calls over the internet
Demystifying some Technologies
AJAX SOAP, REST S+S RSS
<joke>TLAs out of my ASS</joke>
{Micro}commerce
eBay: anyone can buy and sell Reputation based on community
(write)
What is your IP? What is your USP? Is it your brand? Is it bounded
exclusivity?
Brand, Trust and Risk
Value of your Brand What are people saying about you
now? Who represents your Brand online? What is your “online face?” Should you engage online at all? How do you engage?
Social Networking
Tools for connecting groups of people Myspace Linkedin Facebook
AU: Facebook grew 93% Mid Apr to Jun 07
Instant Messaging (IM) Twitter WoW (small note on SecondLife)
Genertional Shift
Media consumption US Newspaper sales, AU TV consumption
Eyeballs, eyeballs, eyeballs Communications methods: online Generation-Y / Generation-C
Mobile
What device are you carrying right now?
Mobile devices are personal. >100% Mobile penetration in
Australia Mobile devices are a platform
Social networking on mobiles will drive the next generation (apps)Source: presentation by Jennifer Wilson, Head of Innovation, NineMSN
from http://www.nickhodge.com/blog/archives/2030
Business: Next Steps
Finding and sustaining your authentic voice in online conversations
Honestly engaging in existing conversations
What is the risk of not investing in your brand to maintain the trust relationship?
Case Studies
Wikis Blogging YouTube
http://willitblend.com/ CSIRO:
http://www.youtube.com/watch?v=uwvKGJXvHZA
Social Networking Backlash “deconstructing” the $5b waste:
http://www.acidlabs.org/2007/07/31/on-banning-social-computing-in-the-enterprise
Final (semi-Random) Thoughts You cannot outsource community
engagement But you can have your community with
you Simplify your communications
policies Give your employees a voice Go to the existing community, on
their terms Online Measurement is more
accurate Learn from mistakes, correct,
continue
Resources I know of…
Australian Expertise Des Walsh:
http://www.thinkinghomebusiness.com/ Technical: http://www.thebitbucket.net/ Community: http://silkcharm.blogspot.com/ Usability: Web2.0: http://acidlabs.org/ HR: http://www.specht.com.au/michael/
