WEB 2.0所帶來的改變

Slide 1: Web 2.0 Hosting the Conversation

Slide 2: The World in Which we Live The Consumer is in Control

Slide 3: Consumers have unlimited options

Slide 4: Consumers are avoiding advertising Pop-up Blocker

Slide 5: Some are revolting against it

Slide 6: Consumers are Online

Slide 9: Consumers are going to the web What are they finding?

Slide 10: Web 1.0 Company to Consumer: Shut up & listen Consumer to company: Is anyone there?

Slide 11: Web 1.0 • One-way communication • Pretty postcards • "brochure-ware" • Internet is just another channel • "Corporate-speak"

Slide 12: Web 1.0 • People want human interaction • The Internet is NOT just another channel for broadcasting • The conversation went elsewhere

Slide 13: If Web 1.0 is dead… …what is Web 2.0?

Slide 14: Web 2.0 – three facets • Design • Open source • Communications

Slide 15: Web 2.0 Design Customers want a rich user experience

Slide 16: MINIUSA.com

Slide 17: comeclean.com

Slide 18: nike.com/nikeplus

Slide 19: Web 2.0 Open Source If you want to get, you gotta give

Slide 20: aws.amazon.com

Slide 21: code.google.com

Slide 22: RSS

Slide 25: Web 2.0 Communication Who will host the conversation?

Slide 26: Markets are Conversations Companies must: • Pay attention • Participate

Slide 27: Who do consumers trust? • CEO or Secretary? • Marketing or peer? "a person like me" i.e. other consumers

Slide 28: Social Media put Consumers in Control of the conversation Every consumer is…

Slide 29: … a publisher

Slide 30: …a DJ

Slide 31: …an expert

Slide 32: …a broadcaster

Slide 33: …an editor

Slide 34: …a network

Slide 35: …a critic

Slide 36: …syndicated

Slide 37: If institutions want to participate in this conversation, they must acknowledge and facilitate consumer control.

Slide 38: Changing MSM The mainstream media are opening their sites to citizen journalism

Slide 39: ushare.keloland.com/ushare

Slide 41: Changing Companies Companies are creating what are essentially online databases that capture user generated content

Slide 42: amazon.com

Slide 43: ebay.com

Slide 44: musicdownloads.walmart.com

Slide 46: Thank You Nathan Schock Director of Public Relations Breukelman Kubista Group freshglue.com myspace.com/nschock linkedin.com/in/nschock AIM: natjoschock Skype: nathanschock

Slide 47: References • Slide #4: tivo.com, toolbar.google.com, xmradio.com, donotcall.gov • Slide #5: adbusters.org, nologo.org. Hat tip to Piers Fawkes, PSFK ( www.psfk.com/branded_utility_psfk_13nov06.pdf) • Slide #6: Pew Internet & the American Life Project ( www.pewinternet.org/trends/Internet_Adoption_4.26.06.pdf) • Slide # 7, 8: Morgan Stanley, Mary Meeker & David Joseph ( www.morganstanley.com/institutional/techresearch/pdfs/Webtwopto2006.pdf) • Slide #16: MINIUSA.com. Hat tip to David Armano, Logic + Emotion, and Kevin Mullet, Macromedia Experience Design Team, The Essence of Effective Rich Internet Applications ( http://darmano.typepad.com/for_blog/essence_of_ria.pdf). • Slide #17: comeclean.com • Slide #18: nike.com/nikeplus • Slide #20: aws.amazon.com • Slide #21: code.google.com • Slide #22: feedicons.com • Slide #23: bloglines.com • Slide #24: my.yahoo.com

Slide 48: References • Slide #26: Cluetrain Manifesto (cluetrain.com) • Slide #27: Edelman 2006 Annual Trust Barometer ( edelman.com/image/insights/content/FullSupplement_final.pdf). • Slide #29: blogger.com, typepad.com, wordpress.org, spaces.live.com • Slide #30: podcast.net, apple.com/itunes, music.podshow.com, apple.com/ipod • Slide #31: wikipedia.org • Slide #32: youtube.com • Slide #33: digg.com • Slide #34: myspace.com/nschock • Slide #35, 42: amazon.com • Slide #39: ushare/keloland.com/ushare • Slide #40: argusleader.com/apps/pbcs.dll/section?Category=COMMUNITYPUB • Slide #43: ebay.com • Slide #44: musicdownloads.walmart.com • Slide #45: music.yahoo.com

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