Web 2.0 for Business
Presented by
Rhonda KleimanEconomic Development Manager
Stephanie ZimmermanTraining Coordinator
and
Today’s presentationToday’s presentation
• What is Web 2.0?
• What are some of the most relevant implementations of Web 2.0 technology for business?
• Examples of each technology
Web 2.0 is an attitude, not a technology.-Ian Davis
Rich user interface (not!)Rich user interface (not!)
Rich user interfaceRich user interface
Rich user interfaceRich user interface
The software tries to figure out what I want
Show me the Web2.0!Show me the Web2.0!
WOW!
Web 2.0Web 2.0
• Includes but is not limited to:– Blogs– Wikis– RSS / Newsreaders– Social Bookmarking & Tags– Podcasts– Video Blogs / Video Sharing– Social Networking Sites (Facebook / MySpace)– Twitter
BlogsBlogs
• Short for “web log”
• An easy to use online publishing tool
• Lists content in reverse date order
• A great way to engage company staff (internal blog) & customers (external blog) in conversation– Interactive when comments enabled
Blog SoftwareBlog Software
• Can be locally or remotely hosted
Blogs - InternalBlogs - Internal
• Alerts
• Projects
• Departmental
• News
• Brainstorming
• Customers
• Personal
• CEO
The Corporate Blogging Book by Debbie Weil, Portfolio, c. 2006
IBM Internal BlogsIBM Internal Blogs
http://www.ibm.com/developerworks/blogs/page/jasnell?entry=blogging_ibm
Monday May 16, 2005
IBM today is publishing an announcement on its Intranet site
encouraging all 320,000+ employees world wide to consider engaging
actively in the practice of "blogging"
IBM’s Main Blog PageIBM’s Main Blog Page
http://www.ibm.com/blogs/zz/en/
Blogs - ExternalBlogs - External
• Communicate with customers• Develop ongoing relationships with your
customers• Generate traffic to your website• Public relations/marketing vehicle• Thought leadership• E-commerce• Customer evangelists• Viral marketing
Directory of small business blogsDirectory of small business blogs
http://www.blogged.com/directory/business/small-business
Small business blogs on BloglinesSmall business blogs on Bloglines
http://www.bloglines.com
Fortune 500 company blogsFortune 500 company blogs
http://www.socialtext.net/bizblogs/index.cgi
Sun blog guidelines pageSun blog guidelines page
http://www.sun.com/aboutsun/media/blogs/policy.html
Starbuck’s Idea Blog-Internal and External
Starbuck’s Idea Blog-Internal and External
http://mystarbucksidea.force.com/home/home.jsp
Local artist blogLocal artist blog
http://andysmithartist.blogspot.com/
Kodak blogKodak blog
http://1000words.kodak.com/
Dell blogDell blog
http://direct2dell.com
Domaine547 blog & social networkDomaine547 blog & social network
http://domaine547.com/
WikisWikis
• A Hawaiian word meaning “quick”• A collaborative web space that anyone* can edit• A useful tool for sharing knowledge or engaging
users• Brainstorming for new products and services• Centralize corporate data• Searchable – becomes a Knowledgebase• Stop all that email!• Stop the attachments!
Wiki SoftwareWiki Software
• Can be locally or remotely hosted
PhpWiki – what Wikipedia uses
Produces Deki Wiki
WikipediaWikipedia
http://en.wikipedia.org/wiki/Main_Page
HP Small & Medium Business Printing Wiki
HP Small & Medium Business Printing Wiki
http://expressioncentersmb.wetpaint.com/?t=anon
Library System of Lancaster County Internal Wiki
Library System of Lancaster County Internal Wiki
RSSRSS
• Short for Really Simple Syndication
• Content from Web Sites published as “feeds”– Don’t check multiple Web Sites each day– Subscribe to the “feeds”
• An effective tool for keeping up on news and trends
• Great way to find out what people are saying about your business
RSS IconsRSS Icons
• Think orange…
• But not always…
NewsreadersNewsreaders
• Need to use Newsreader with RSS feeds– Aka RSS Reader, Feed Reader or Aggregator
• Acts like a customizable newspaper– Pull content from a variety of sources into one
place
RSS ExamplesRSS Examples
http://www.bloglines.com
Jerimiah Owyang of Forrester Research
RSS Examples – Entrepreneur.comRSS Examples – Entrepreneur.com
http://www.entrepreneur.com/feeds/index.html
RSS Examples – McKinsey QuarterlyRSS Examples – McKinsey Quarterly
http://www.mckinseyquarterly.com/rss
PodcastsPodcasts
• 2005 word of the year– Combines the word “iPod” with “broadcast”
• An audio file that is available through RSS– Audio on demand (mp3 popular format)– Usually have option to play file without
subscribing
• Play back on computer or portable media players
http://en.wikipedia.org/wiki/Podcast
Business uses for podcastsBusiness uses for podcasts
• Medium for news, entertainment and sports broadcasts
• New venue for advertisers, primarily as a sponsorship vehicle
• B-to-B podcasts connect a company to its customers
Podcatching SoftwarePodcatching Software
Podcast DirectoriesPodcast Directories
Small Business Administration Podcasts
Small Business Administration Podcasts
http://www.sba.gov/tools/audiovideo/Podcasts/index.html
Dixie Products MommyCast Podcast
Dixie Products MommyCast Podcast
http://www.makeitadixieday.com/mommy.asp
Podcasts available through Business & Company Resource
Center database
Podcasts available through Business & Company Resource
Center database
Business & Company Resource Center
Business & Company Resource Center
Video BlogsVideo Blogs
• Sometimes shortened to vlog
• A blog whose medium is video
• Use RSS for syndication
• Subscribe with aggregator
• Fastest growing communication channel on the Web
http://en.wikipedia.org/wiki/Video_blog
Video Hosting ServicesVideo Hosting Services
Video AdvertisingVideo Advertising
• Cheap and easy to produce• Unlike banner ads, can use evocative
music or comic timing to convey message• Ads featuring videos garner much higher
click-through rates than ads with text or graphics, according to Double-Click
• 19 % of Internet users watch videos online every day, according to Pew’s Internet & American Life Project.
- Get Ready for Your Close-Up, Inc. Magazine, Feb. 2008
Toyota Corolla Advertising on YouTube
Toyota Corolla Advertising on YouTube
http://www.youtube.com/results?search_query=toyota+sketchies&search_type=
Toyota Corolla CommercialToyota Corolla Commercial
http://www.youtube.com/watch?v=ITiKSjdK-lg
Furniture Showroom Virtual TourFurniture Showroom Virtual Tour
http://www.furnituretoday.com/info/CA6490793.html
Levi’s 501 Jeans – Stealth VideoLevi’s 501 Jeans – Stealth Video
http://www.youtube.com/watch?v=pShf2VuAu_Q
Johnson & Johnson Baby Products Division
Johnson & Johnson Baby Products Division
http://www.touchingbond.com/
Viral VideoViral Video
http://www.willitblend.com/
Viral VideoViral Video
http://www.rjefurn.com/
WebcastsWebcasts
• Broadcasting over the Internet
• Uses streaming media technology
• Can be live or recorded
• Useful for investor relations
• E-learning – to transmit seminars
http://en.wikipedia.org/wiki/Webcast
Investor RelationsInvestor Relations
http://investor.dardenrestaurants.com/ir_ReleaseDetail.cfm?ReleaseID=292030
Seth Godin Marketing WebinarSeth Godin Marketing Webinar
Seth Godin Marketing WebinarSeth Godin Marketing Webinar
Seth Godin Marketing WebinarSeth Godin Marketing Webinar
Social Networking ServicesSocial Networking Services• Communities of people who share
interests and activities• Allow you to create a profile
– Picture– Description
• Uses:– Making “friends” – keeping in touch– Making business contacts/networking– Generate leads and sales
• Allow you to create groups• Upload videos, pictures, etc.
http://en.wikipedia.org/wiki/Social_network_service
3 Big Players3 Big Players
Jeremiah Owyang Jeremiah Owyang
http://www.web-strategist.com/blog/
My LinkedInMy LinkedIn
http://www.linkedin.com
LinkedIn Feature on OneSourceLinkedIn Feature on OneSource
Hoover’s Connect – Isaac’s DeliHoover’s Connect – Isaac’s Deli
Sales professionals social networkSales professionals social network
http://www.salesconx.com/
Business Use of FacebookBusiness Use of Facebook
• People research• Networking research• Find interest groups• Create a group• Conduct a survey• Online focus groups• Perform strategic listening• Find further resources in your field• Find conferences & events
Duke Street Business Center Facebook Profile
Duke Street Business Center Facebook Profile
http://www.facebook.com/profile.php?id=6088http://www.facebook.com/pages/Lancaster-PA/
Duke-Street-Business-Center-at-Lancaster-Public-Library/1028791399842054
Shopping social networkShopping social network
http://www.slickdeals.net/
Get Buttoned UpGet Buttoned Up
http://www.getbuttonedup.com/
Get Buttoned Up on FacebookGet Buttoned Up on Facebook
http://www.getbuttonedup.com/
Cartier MySpace pageCartier MySpace page
http://www.myspace.com/lovebycartier
Internal Social NetworkInternal Social Network
http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9030719
• Dow Chemical launches social networking project
• Provides online arena to get jobs data to former, current employees
• Connect global sales teams
• Share new product information
IBM’s BeehiveIBM’s Beehive
http://domino.research.ibm.com/cambridge/research.nsf/
99751d8eb5a20c1f852568db004efc90/8b6d4cd68fc12b52852573d1005cc0fc?OpenDocument
twittertwitter
• A form of IM
• The site states:– “Twitter is a service for friends, family, and
co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing? “
• Micro-blogging
http://twitter.com/
twitter Updatestwitter Updates
• Received in the following ways:– On twitter Website– IM– SMS (text messages on cell phone)– RSS– Email
http://twitter.com/
Possible uses of twitter for early business adopters
Possible uses of twitter for early business adopters
•Breaking news
•Instantly keeping up with company press releases and announcements,
•Promotions and marketing
•Quick and dirty market research & instant surveys
•Understand key industry influencers
•Get instant answers through network of professional colleagues
•Takes place of office water cooler
Social Bookmarking/TagsSocial Bookmarking/Tags
• Access your bookmarks from ANY computer with an Internet connection– Not tied to Internet Explorer Favorites, Firefox
Bookmarks, or other browsers
• Get out of “Folder” mentality
• Categorize sites with TAGS– Tags are a way to label data with your own
words or popular words others have used
• Share with others
Social Bookmark NetworksSocial Bookmark Networks
Stephanie’s deliciousStephanie’s delicious
http://delicious.com/Slzimm1/bus2.0pres
Rhonda’s Tags in deliciousRhonda’s Tags in delicious
http://delicious.com/tags/rhkbiz
Subscribe to TagsSubscribe to Tags
Read in AggregatorRead in Aggregator
Business Week – Business Exchange
Business Week – Business Exchange
http://bx.businessweek.com/
Business Week – Business Exchange
Business Week – Business Exchange
http://bx.businessweek.com/web-20/
Find it ALL on deliciousFind it ALL on delicious
• All links in this presentation can be found at:– http://delicious.com/Slzimm1/bus2.0pres
• The presentation can be found at:– http://www.slideshare.net/Slzimm1
Find it ALL on deliciousFind it ALL on delicioushttp://delicious.com/Slzimm1/bus2.0pres
So what?So what?
“Web 1.0 was all about connecting people…” -Sir Tim Berners-Lee, creator of the Web
So what?So what?
EMarketer forecasts that podcasts will be a $400 million advertising market by 2011
- Podcasting, Blogs Cause Major Boost, B to B, 4/23/2007, p.32-34
Gartner forecasts that 50% of US corporations will have implemented wikis by 2009
- Wikis at Work: Benefits and Practices, Chief Learning Officer, Feb. 2008, p. 58
In the last 2 years, the number of blogs has increased nearly 15-fold to 113 million up from 7.8million in March 2005, according to Technorati
- Be Sociable, Marketing News, 1/15/2008, p. 12-16
So what?So what?
Web 2.0 technologies allow us to have a conversation with our customers
• Passionate customers want to know more• Passionate customers want to be involved• Ambivalent customers can tell us why
What does it take?What does it take?
You don’t
have to
break the
bank!
What does it take?What does it take?
A great team!
What does it take?What does it take?
Employees willing to try new things
What does it take?What does it take?
And yes, a curiosity
about technology
What does it take?What does it take?
An organizational culture willing to embrace constant change
Thank you!
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