dma frankfurt

December 17th, 2008, DDA Frankfurt, Page 1

A new worldThe social challenge to communicate in nowaday‘s digital reality

The definition of definition:

“A definition is a statement of the meaning of a word or phrase.”

Excuse me…what is Web 2.0?

Web 2.0 is not Secondlife

is not a hype

is not a new, updated version of the internet

It‘s nothing less than a social revolution.

Tim O‘Reilly, 2005:

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

“Web 2.0 is the network as platform,

spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated

service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it,

consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an

“architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of

Web 1.0 to deliver rich user experiences.”

Web 2.0 is about solutions, fun, easy use, cool new services…not about prolonging established media into the web.

So, why a revolution?

Gutenberg invented the one big message.

Web 2.0 replaces the one big message with millions of little

conversations.

Everywhere

In China

In EuropeIn Blogs

On Myspace

Apple Birth

ToolsYoutube

There SmartPod-casts

Mobile

About shopping Dumb

On Face-book

Cool. Isn‘t it?

But we‘re here to talk about Marketing. Aren‘t we?

The long tail:

Selling less of more.

Cluetrain Manifesto, 1999:

“Markets are conversations.”

Branding in this environment is still in a trial and error phase.

Let‘s start with the errors.

Fail 1: Underestimate your opponents

Fail 2: Insult your clients

Fail 3: Bribe bloggersNo, I understand, Microsoft. They needed the Laptops to try out Vista….

Fail 4: Make your users hate youBy pretending you‘re a mobile virus

This new environment requires new tools, a new mindset and honesty.

True P2P-Personalization is the reward.

"Some people only go to MySpace. It's where they're on all day. Some only go to LinkedIn. Our goal is to make sure that each supporter online, regardless of where they are, has a connection with Obama.”

Scott Godstein, Copywriter

All these cases describe a process...

Of an industry which shifts away from the perfect show...

…to long lasting conversations.

The age of classic branding ends now.

And gets replaced by democratic brand leadership.

„Propaganda ends where dialogue begins“

dma frankfurt

connected devices web

page metaphor of web

network effects

individual users

consuming andremixing

multiple sources

intrinsic advantages

tim oreilly

Business

dma theory

psych. dma

dma and dma controller 8237

dma student membership your dma journey

dma+300 / dma+1000 / dma+2000 dma and fatigue testing...

dma 2006 dma 2006

dma annual ethics compliance...

80483977 dma is implemented using a dma controller

renault dma zrenault dma zrenault · pdf filerenault dma...

01-br8.0 dma&dma admission control

dma presentation

campus.collegeforcreativestudies.edu · 2020-06-10 · dma...

dma holstebro

dma recital

presentasi dma

voice - dma

dma north: the dma legal update

messe frankfurt venue gmbh, frankfurt a. m. messe frankfurt,...

dma 与 dma 控制器

frankfurt deutschland reisezeil frankfurt. frankfurt - stadt...