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Some highlights of the current discussion around "2.0" and social media, taken from this year's blogger conference re:publica '09
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#rp09 – “Shift happens”Key take aways re:publica 2009 - Presentation @ Pepper - Dirk Otten, June 2009 #rp 09
Key take aways
What was it about?
Blogger
Hooked up all day long
Lots of them
Never without
Macbook!
Berlin, Friedrichstadtpalast
Famous people-> Jimbo Wales – Wikipedia
Interesting people-> Lawrence Lessig – “Cluetrain Manifest”
Mary C. Joyce-> Obama’s New Media Operations Manager
Cory Doctorow-> Novelist + technology activist
Johnny Häusler-> spreeblick.de
Blogsphere
And plenty of groundbreaking discussions + directions
Key topics
Blogsphere
Collaborative Innovation
ManagementEnterprise 2.0
Group intelligence
Blogs
WikisCRM today
Innovation development
changes
Not only own Intellectual
Capital (ICAP), manage it
Corporate BloggingSocial Networks
Open Source Project „Hello
World“
Progressive video-journalism
Twitpics
Open source principle
Open Street Map
Creative commons movement
Digital Rights Management
The Power of the „digital us“
Key quotes
Key take aways
Must sees
Media Markets
Politics
The Power
Of the Digital Us
1992 2004 2005 2007200620032000 200119991998 20021994 1997199619951993
WebservicesFirstWebsite
Social Software
SOAP Web2.0
Wiki
Weblog
RSS
Folksonomy
Podcast
The Long Tail
CollectiveIntelligenceWeb as
Platform
Community
Collaboration
AJAX
Flashmob
Cloud Computing
User generated content
Crowd sourcing
SOA
In the beginning,
Image : striatic (Flickr)
there was the blogger.
But bloggers can only make
Image : striatic (Flickr)
change when their readers (re-)act.
Image : adactio (Flickr)
Image : striatic (Flickr)
People gain power when
they come together.That’s the power of
The Digital Us
Example 1: Media
The new digital world.
<
Attention shift
Old Media New MediaNew MediaOld Media
news story
Example 2: Markets
Trying to hide something?
Web2.0 shifts responsibility back to brands.
Web 2.0-users, formerly known as customers,
are now
business developer,
customer service staff.
marketing experts and
Usability
Persuasive Design
Example 3: Politics
Obama & beyond
Fundraising
supporter
$
supporter
supporter
$$
But it’s not just the
Obama campaign,
the Digital Power of Us
is global.
Image : University of Melbourne
International protests
organized through Twitter, Blogs and Facebook
Images : Indymedia, AFP
Burma
MoroccoIran
Example 4: Collaborative Innvation Management
Enterprise 2.0 @ IBM
Group Intelligence– 385.000 employees– Everybody has it‘s own blog– 60.000 are making use of it
> Participating company
Participating web
Employees are seen as a holistic source of knowledge
x2 = blog???
= tagcloud= search engine
IBM about corporate blogging
• Ed Brill: one post per day in average• Musts for a (corporate) blog
– Trust, credibility– Authentic voice is a major aspect for success– Participate in interaction– Regular updates– Be an authoritative source of information– Don‘t be afraid to admit mistakes in public– Don‘t expect praise– Demonstrate responsiveness to reader‘s impact– Link to others– Provide ways to contact offline
+ Some smaller findings
Tagging
• Tags let you find any information independently from where it is located – #rp09– #elearning
Open Source
• „Hello World“ project– Collection, usage and security of data on
social network platforms is a catastrophe– Hello World deliveres a technical approach to
regulate this data handling
• Open Street Map– “Data donations”
Creative Commons movement
An open digital right handling enables new creativity
CRM today and in the future
Today
soon
KundeVerkäufer
Experte
Freund
Verkäufer
Kollege
Freund Community
Spezielle Experten
Kollegen
Kunde
Conclusion
You don’t need money to use
You need good strategy
the Power of the Digital Us.
and a compelling cause.
Shift happens.
Question:
Does Web2.0
makes us more powerful?
Yes,
Web2.0 brings us together
more cheaply
more quickly
more internationally
than ever before.
Question:
What’s the right business model
for Web 2.0?
That’s a question for
Us
to answer.
Nobody likes change except a wet baby
to answer.
But better embrace it
than fail it.
Must sees
• Cory Doctorow: How to survive the web without embracing it: 48 minutes of intelligent notices around the characteristics of a successful offline medium in the 21st century
• Lawrence Lessig: Society 2.0: Digital Rights Management in today‘s society. 78 worthful minutes showing a perfect choreographed presentation
• Ralf Bendrath, Hendrik Speck, Jan Schallaböck: Netiquette for Social Networks & Markus Hündgen: Come play with me: How „open“ shall the web be?
Key quotes
• „The Internet is the best collaboration machine we ever build… It let‘s everyone be a kind of superhero.“
• „Business models who sue you won‘t proceed as the web develops.“
• “We face another Lutherism, going from central to decentral.”
All: Cory Doctorow @ #rp09
Key take aways1. Collaborative Innovation Management is no longer just an idea.
It has become a useful instrument for more and more companies Collective Intelligence.
2. Employees are seen more and more as a holistic source of knowledge.
3. The trend is moving from the "Participating Web" to the "Participating Company".
4. Communicating with other people, and having fun are the main drivers for participating in social networks.
5. On- and offline "worlds" are becoming more and more connected. Each drives a lot of traffic to the other. They do no longer exist parallel to each other; borders are becoming more and more blurred
6. Meanwhile bloggers have now got the power to influence presidential elections (Obama) or overthrow CEOs (Mehdorn, Deutsche Bahn).
7. The Open Source Principle becomes the “standard” for modern development and cooperation.
…more key take aways
8. “Learning 2.0”, the next stage of e-Learning, is an integral part of present-day student learning already.
9. Existing copyright regulations will vanish.
10. In three years’ time, more people will access the web using a mobile device than a fixed device.
11. We still face a considerable lack of knowledge about the basics of "2.0" - for example, RSS.
12. In nearly all developments, Germany is far behind the US. Germany should look at North America to anticipate upcoming customers' behaviour and use of the web.
13. Major systems like energy, health, transport and water are threatening to become weak. The new technologies might help.
14. The ten most popular jobs today didn’t exist five years ago.
15. Shift happens.
Some links
• re:publica '09 website
• spreeblick.de Blog
• netzpolitik.org Blog
• www.boingboing.com
• marketing-outpost.de Blog
Copyrights
• Pictures: Daniel Seiffert, Berlin
• Folien 24, 34 und 35 (Obama Campaign): Mary C. Joyce
• Folien 31 und 32 (Usability/Persuasive Web Design und mehr dazu): Sebastian Deterding auf der #rp09
The End
