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The Business Of Web 2.0 V3
1. The Business
Of Web
Opportunities and Lessons 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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www.servantofchaos.com
2. nda
Age
What …?
Why …?
Where …?
Gavin Heaton
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www.servantofchaos.com
3. About Me
Write @ Servant of Chaos blog
Write (sometimes) @ MarketingProfs
Daily Fix
Committee for Interesting South
Co-Publisher of Age of Conversation
Top 25 Marketing + Social Media Blog
Ad Age Power150: <100
Junta 42 – Content Marketing Blogs
Technorati: <15000
“My blogging life is more exciting than
my real life”
Web: www.servantofchaos.com //
www.ageofconversation.com
Twitter: servantofchaos
Gavin Heaton
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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
Gavin Heaton
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17. 67% of whom have
broadband
http://www.internetworldstats.com/stats.htm
Gavin Heaton
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19. RSS
This is as technical as I
want to get
Gavin Heaton
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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
Gavin Heaton
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23. People Online?
http://www.businessweek.com
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24. Advertising effectiveness is
increasingly under question,
with new focus on
“engagement” over “reach”
http://www.jaffejuice.com
Gavin Heaton
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25. Brands and corporations are
under scrutiny
http://www.buzzmachine.com/?tag=dell
Gavin Heaton
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26. Since “Dell Hell” negative
publicity less than halved.
Why?
Gavin Heaton
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27. The old distinctions are
becoming extinct
Gavin Heaton
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37. Forget the hype, this is business …
Gavin Heaton
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38. 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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39. 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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40. 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
Custom Mass prod /
Solutions volume
Complexity Volume
Enterprise SME Consumer
Gavin Heaton
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42. Convergence is Not About Technology
Gavin Heaton
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43. The Convergence of Markets
Knowledge Workers are no
longer happy to leave their rich
web experiences at home.
Value and Effectiveness
B2B B2C
Complexity Volume
Enterprise SME Consumer
Gavin Heaton
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44. The Convergence of Markets
The NEW B2C …
Brand-to-Community extends
from the consumer space
through the enterprise
Value and Effectiveness
B2B Br2Comm B2C
Complexity Volume
Enterprise SME Consumer
Gavin Heaton
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45. Play
Micro
Performance
Content
You
http://www.servantofchaos.com/the-future-of-your-brand.html
Gavin Heaton
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46. Web 2.0 opens markets and
changes the way that we interact.
Gavin Heaton
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48. It represents a fundamental shift
in the nature of value
Gavin Heaton
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49. It’s no longer about what you make
Gavin Heaton
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50. … but what you know
and who you connect to
Gavin Heaton
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51. Peter Steiner’s famous
cartoon captured a
realization and a spirit
of the time.
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52. The “level playing field”
had finally arrived.
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53. Tim O’Reilly’s Web 2.0
Blogs
Sharing UGC
Web2.0
Openness Wikis Social Networks
http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
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54. The Machine is Us/ing Us
Understand Web 2.0 in four
minutes thanks to Prof Wesch
http://www.youtube.com/watch?v=6gmP4nk0EOE
Gavin Heaton
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55. Web as a Platform
Let me tell you a story …
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56. It Enables
It started with a question …
http://www.drewsmarketingminute.com
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67. And We Raised Money
Raised $10,000 for
Variety in the first
60 days
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68. Prescribed Textbook
A number of US
colleges prescribed
the book as a text
Gavin Heaton
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69. AdAge Feature
The book was
featured in the
AdAge Bookstore
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70. Shaping up for 2008
An even stronger
band of
contributors this
year
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71. Lessons We Learned and
Things to Remember
Gavin Heaton
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72. Everything is
amplified
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73. Your business
ecosystem is the
consequence of
relationships
Gavin Heaton
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74. It is subject to
unplanned futures
… or the ebb and
flow of trends and
events
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75. There are no
boundaries
Gavin Heaton
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76. Everything is linked
to everything (and
everyone) else
Gavin Heaton
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77. Have a large funnel
and focus on a goal.
Gavin Heaton
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78. How Did It Work?
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79. 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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