克 里 斯｜ 框 ．限

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