We will share . . .

Information regarding some of the technologies characteristic of Web 2.0

& (hopefully) inspire . . .

Some food for thought on how to incorporate Some of them

Disclaimer . . .

Jargon will be used

Web 2.0 can transform how we participate with our audience - that is, if we are willing to listen!

Defining Web 2.0

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

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

applications (use on computer, PDA or other).

• Users can 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.

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

Web 2.0 has changed the rules of engagement for

communicators – truly embracing the ‘public’

of public relations!

The 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

The structure remains intact

GoalStates

Structure&

Process

ExternalInputs & Outputs

Internal to Organization (adaptable to stimuli)

• Environmental Variations

• Research & Analysis

• Public Desire & Needs

The rules have changed!Communicators must shift from an “us vs. them” to a “we” mentality.

Traditional communications is being eclipsed by communications 2.0. As

guardians of organizations, we need to moderate & co-create the overall business

experience.

Web 2.0 is driving arevol-YOU-sion!

The lure of the web is compelling…

beckoning us to Communicate, Collaborate & Commemorate!

Providing a Sense of Belonging…

Connecting us …

What are these new tools?• Social Tagging – or Folksonomy is becoming

an alternative method of search and cross-linking– del.icio.us – browser bookmarks– Flickr.com – photo sharing– Digg.com – news ranking

• User driven and defined – community benefit is only derived with participation

Del.icio.us

Digg (crowdcasting)• You submit news• Others read it and vote on it• Popular news gets to the top of the pile

Google Docs (collaborative writing)

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

Newsroom and Service Bureau

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

Forrester Research indicates that

Blog readership in the United States has dramatically increased from

4% in 2004 to 29% in 2006.

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

Blogs

Do we really want to hear it?

Listening can help us increase our brand by:• Getting to know our audiences & their desires (market

research)• Collaborating ideas with our audiences• Modifying our structure and processes to ensure we

reach our goal states (Morphogenisis)• Applying what we learn to start predicting outcomes &

developing responsive strategic plans to address them (plus we catch problems early enough to respond)

How we engage the conversations will determine the outcome…

CASE STUDY – PR/Marketing 2.0

Collaborate and Belong

What does Grilling have to do with a Wiki?

What else is going on?

http://weber.com/bbq/

http://www.jnj.com/index.jsp

http://www.pg.com/en_US/index.jhtml

Inspiration for you?

Get familiar (play personally or professionally)

• Review big brand 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

I NEED ONE VOLUNTEER TODAY

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

How will business address their needs?

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

“If you don't like change,

you're going to like irrelevance

even less”

General Eric Shinseki, Retired Chief of Staff, US Army

Coordinates

Tracy AnnicchiaricoCommunications Manager &

Senior Online Research Specialist

tracy@redengine.com

780.413-8288 ext. 126

1.877.837.5087