Web 2.0

Hosting the Conversation

The World in Which we Live

The Consumer is in Control

Consumers have unlimited options

Consumers are avoiding advertising

Pop-up Blocker

Some are revolting against it

Consumers are Online

Consumers are going to the web

What are they finding?

Web 1.0

Company to Consumer: Shut up & listenConsumer to company: Is anyone there?

Web 1.0

• One-way communication• Pretty postcards• “brochure-ware”• Internet is just another channel• “Corporate-speak”

Web 1.0• People want human

interaction• The Internet is NOT just

another channel for broadcasting

• The conversation went elsewhere

If Web 1.0 is dead…

…what is Web 2.0?

Web 2.0 – three facets

• Design• Open source• Communications

Web 2.0 Design

Customers want a rich user experience

MINIUSA.com

comeclean.com

nike.com/nikeplus

Web 2.0 Open Source

If you want to get, you gotta give

aws.amazon.com

code.google.com

RSS

Web 2.0 Communication

Who will host the conversation?

Markets are Conversations

Companies must:• Pay attention• Participate

Who do consumers trust?

• CEO or Secretary?• Marketing or peer?

“a person like me”i.e. other consumers

Social Media put Consumers in Control of the conversation

Every consumer is…

… a publisher

…a DJ

…an expert

…a broadcaster

…an editor

…a network

…a critic

…syndicated

If institutions want to participate in this

conversation, they must acknowledge and facilitate

consumer control.

Changing MSM

The mainstream media are opening their sites to citizen

journalism

ushare.keloland.com/ushare

Changing Companies

Companies are creating what are essentially online

databases that capture user generated content

amazon.com

ebay.com

musicdownloads.walmart.com

Thank You

Nathan SchockDirector of Public

RelationsBreukelman Kubista

Groupfreshglue.com

myspace.com/nschocklinkedin.com/in/nschock

AIM: natjoschockSkype: nathanschock

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

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