You will learn about . . .

Some of the technologiescharacteristic of web 2.0

We will share. . .Some opportunities and low-cost ways

to start

This is not . . .

A how-to courseAn IT view of web 2.0

Disclaimer . . .

Jargon will be used

Web 2.0 –

the nomenclature seems to infer the next version of the web. It’s already here.

Defining Web 2.0 – A Technology?

Defining Web 2.0 – A Philosophy?

Defining Web 2.0 – A Visual Style?

Web 2.0 Cornerstones:- users add value for others

- Increased use inspires improvement- It’s benefits are derived only through

participation.

Web 2.0 is not about products – it’s about providing solutions that leverage

customer self-service.

Defining Web 2.0

http://www.knowledgeinfusion.com:8080/coe/blogs/infuser/2007/10/15/what-is-web-20

AUDIENCE

& CONTEXT

Tweens and Nex Gen - the most connected generations ever

Video games

Social Networks Internet

Mobile Devices

Can older audiences be far behind?- It’s easier to use, and- Convenience driven

Internet

Mobile DevicesVideo games

Social Networks

Google Maps – A Web 2.0 Poster Child• Accessible Information through web browser

applications (via computer, PDA or other).

• Users manage their own information by adding waypoint, mapping directions, etc.

• Users participate and add value for others by adding elements such as 3D visual effects or other

• It’s easy to use – even for the least tech savvy user.

“for seizing the reins of the global media, for founding & framing the new digital

democracy, for working for nothing and

beating the pros at their own game, Time’s Person of the Year for 2006 is YOU”

– TIME Magazine

Web 2.0‘YOU’ser Model

Digital Identity Mapping

Expression

What I say

[Blogging]

Profession

Where I work

[LinkedIn]

Publication

What I share

[YouTube, delicious]

Opinion

What I like

[Digg, Crowdstorm]

Reputation

What is being said on me

[eBay, Technorati]

Details

How and where to join me

[email, IM]

Hobby

What I am passionate about

[Bakespace]

Purchase

What I buy

[PayPal, Amazon]

Certificates

Who can certify my identify

[Cardspace]

Knowledge

What I know

[Wikipedia]

Audience

Who I know

[Myspace]

Avatars

What represents me

[Second Life]

• Online user roles are now more diverse and complex

• Users have been provided new tools to extend their online identify

Web 2.0…

is driving a REVOL-YOU-sion!

User Driven and Sustaining• Pervasiveness of Blogs and Wikis are based on

grass roots publishing of content• Mirrors the early days of the internet –

newsgroups, and ego sites, incorrect information

• Connectedness of content and users - not search engines - determines the potential audience

Blog vs WebsiteStyle Interactivity Connect post-Browser

DiaryEditorial

Style

TrackbackOr Comment

Syndication“Deeplinking”

RSS Readers(email, iTunes)

Corporate WritingStyle

DiscussionForums

Linking/SEO Mobile web

Web

site

Blo

g

Blogs

Syndication (RSS)

Benefits of Syndication?

Outbound• Communicate & keep other up-to-date

– Syndicate your communications– Aggregate content sources into your site

Inbound• Watch-lists• Competitor/customer intelligence• Audience opinions and interests• Trend tracking

Podcasting demystified

Do you belong?

Collaborate and Belong

Google Docs (collaboration)

Del.icio.us (content tagging)

LOOK BELOW THE SURFACE

Find common points of pain (among staff or customers) that can be addressed by Web 2.0

WIKI BLOG PODCAST SYNDICATE

TAGGING CROWDCASTING WORKSPACESSOCIAL

NETWORKS

BUSINESS PROCESS

AUTOMATIONSIMULATION OPTIMIZATION

SUPPLY CHAIN MANAGEMENT

COMMUNICATE

COLLABORATE

PERFORM

“If you don't like change,

you're going to like irrelevance

even less”

General Eric Shinseki, Retired Chief of Staff, US Army

Consumers have opinions and frequently express them.

Users have become part of the communications process.

PR as advertising is rising, separating the two formerly distinct areas.

A Provocative Moment:Where will these folks be in 5 years?

How will business address their needs?

http://www.youtube.com/watch?v=dGCJ46vyR9o

Next Steps

• Review other sites• Find others to muse with • Create a Google doc with your colleagues

as an experiment• Create a sandbox to play in• Become a part of a group• Sign up for a news reader account• Create a blog • Learning 2.0 - the ‘23 Things’ program

Coordinates

Tracy AnnicchiaricoCommunications Manager &

Online Research Specialist

tracy@redengine.com

780.413-8288 ext. 126

1.877.837.5087