Forget the hype, there are real business opportunities in Web 2.0.

1. The
Business
of Web 2.0
The new B2C – Brand-to-Community –
strategy, tactics and learnings from the Age
of Conversation
Gavin Heaton // www.servantofchaos.com // servant@servantofchaos.com
Gavin Heaton
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2. Gavin Heaton
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3. About Me
Web: www.servantofchaos.com
Twitter: servantofchaos
Gavin Heaton
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4. Web 2.0 // Social Media
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5. Hands up if you have
heard of …
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6. The Long Tail …
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7. Open Source …
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8. Conversation …
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9. This is Web 2.0
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10. Flickr
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11. MySpace
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12. YouTube
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13. Facebook
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14. Twitter
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15. Digg
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16. I’m guessing that
makes you one of
Australia’s 11 million
Internet subscribers
Facts courtesy of Katie Chatfield – http://www.getshouty.com
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17. 67% of whom have
broadband
http://www.internetworldstats.com/stats.htm
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18. Joost
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19. RSS
This is as technical as I
want to get
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20. RSS Explained
So, click this to see Lee
explain RSS, simply
http://www.commoncraft.com/rss_plain_english
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21. Weblog
I use Typepad, but
there are plenty of
blogging platforms
available. Some are
even FREE!
http://www.typepad.com
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22. Advertising effectiveness is
increasingly under question
http://www.jaffejuice.com
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23. Brands and corporations are
under scrutiny
http://www.buzzmachine.com/?tag=dell
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24. Since “Dell Hell” negative
publicity less than halved.
How?
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25. Cluetrain
The Cluetrain
explained the shifting
power between
people and brands
http://www.cluetrain.com
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26. Podcasts
Now anyone can podcast to the world.
Gavin Heaton
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27. Wikipedia
Or contribute to global knowledge
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28. As Ed Tarwinski says, this is
the “wonderful world of
mobile internet”
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29. Ning
We can all build a community
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30. Amazon
And be rewarded with
reputation, ratings and even
affiliate sales
Gavin Heaton
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31. eBay
The self-organising community
aggregates its wealth while
building value of your network
Gavin Heaton
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32. This is Web 2.0, too
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33. Forget the hype, this is business …
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34. Business-to-Business
In B2B the value of what you
have to offer has few customers
BUT they are willing to pay a
Value and Effectiveness
premium.
Custom
Solutions
Complexity Volume
Enterprise SME Consumer
Gavin Heaton
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35. Business-to-Consumer
The value of what you have to
offer has many customers BUT
the margins are incremental .
Value and Effectiveness
Mass prod /
volume
Complexity Volume
Enterprise SME Consumer
Gavin Heaton
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36. Enterprise 1.0 Sales
Enterprise 1.0 firms are designed
to service these two markets
but they leave a gap in
between.
Value and Effectiveness
Mass prod /
Custom
volume
Solutions
Complexity Volume
Enterprise SME Consumer
Gavin Heaton
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37. Enter Web 2.0
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38. Convergence is Not About Technology
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39. The Convergence of Markets
Knowledge Workers are no
longer happy to leave their rich
web experiences at home.
Value and Effectiveness
B2C
B2B
Complexity Volume
Enterprise SME Consumer
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40. The Convergence of Markets
The NEW B2C …
Brand-to-Community extends
from the consumer space
through the enterprise
Value and Effectiveness
B2C
B2B Br2Comm
Complexity Volume
Enterprise SME Consumer
Gavin Heaton
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41. It’s a convergence of thinking …
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42. … and doing
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43. It represents a fundamental shift
in the nature of value
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44. It’s no longer about what you make
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45. … but what you know
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46. Tim O’Reilly’s Web 2.0
Blogs
UGC
Sharing
Web2.0
Wikis Social Networks
Openness
http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
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47. The Machine is Us/ing Us
Understand Web 2.0 in four
minutes thanks to Prof Wesch
http://www.youtube.com/watch?v=6gmP4nk0EOE
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48. Web as a Platform
Let me tell you a story …
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49. It Enables
It started with a question …
http://www.drewsmarketingminute.com
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50. Harnessing Collective Intelligence
What did we know?
http://www.ageofconversation.com
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51. And the Person of the Year
Crowdsourcing …
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52. Data is the Next Intel Inside
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53. Continuous Beta
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54. Open Collaboration
103 authors across the globe
http://technomarketer.typepad.com
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55. Lightweight Programming
Usable technology does the
hard work
http://pipes.yahoo.com
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56. Software Everywhere
From idea to print in 3 months
http://lulu.com/ageofconversation
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57. Software Everywhere
Hard, soft and eBooks
http://collaborativeideation.com/
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58. Rich Experiences
Technology enabled the
project and the project
spawned the connections
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59. http://mindblob.typepad.com
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60. And We Raised Money
Raised $10,000 for
Variety in the first
60 days
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61. Influencers and Connectors
It’s about reputation,
authority and
participation
http://servantofchaos.typepad.com/soc/2007/10/the-strength-of.html
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62. Influencers and Connectors
Which gives your
opinion context, weight
and credibility
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63. Influence Ripples
And ripples across
the internet
http://darmano.typepad.com
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64. Measurement
But can you measure it?
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65. Measurement
Analytics + Page Rank +
Feeds + Time with Brand
+ Volume of Comments
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66. Getting Started
It’s a conversation that
you start by LISTENING
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67. Let’s Try …
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68. Licensing/Attributions
Flickr Images: Ideas:
http://www.flickr.com/photos/chicadecasa/ Tim O’Reilly: http://www.oreilly.com
http://www.flickr.com/photos/enviale/ David Armano: http://darmano.typepad.com
http://www.flickr.com/photos/ryanmft/ Drew McLellan: http://www.drewsmarketingminute.com
http://www.flickr.com/photos/redvers/ Sean Howard: http://www.craphammer.ca
http://www.flickr.com/photos/articnomad/ Geoffrey Moore: http://geoffmoore.blogs.com
http://www.flickr.com/photos/modadimagno/ Joseph Jaffe: http://www.jaffejuice.com
http://www.flickr.com/photos/st3f4n/ Katie Chatfield: http://www.getshouty.com
http://www.flickr.com/photos/jluna/
http://www.flickr.com/photos/calanan/ See my blogroll @ servantofchaos.com
http://www.flickr.com/photos/austinellison/
http://www.flickr.com/photos/spittal/ Get this presentation:
http://www.flickr.com/photos/jepoirrier/ www.slideshare.net/servantofchaos
http://www.flickr.com/photos/edtarwinski/
http://www.flickr.com/photos/thomashawk/
http://www.flickr.com/photos/jonnybaker/
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