CI in a Web 2.0 World

Tim Walker – Hoover's, Inc.

24 April 2009

Humbly offered . . .

Itinerary

Which Web are we on?

Web 1.0

Web 2.0

Web 3.0

. . .

Web 2009.04.24

Social Media

~blogs~Flickr~wikis~listservs. . . etc.

What about you?

Mass

Mature

B-to-B B-to-C

Startup

Niche

Collection

The problem of search

The blessing of RSS

First steps

• Planning (+ exploring)

• Specialist blogs + RSS

• Google alerts + RSS

• Twitter search + RSS

• LinkedIn groups + Q&A

Processing

Two modes

Formal /

Analytic

Two modes

Informal /

Emotive

The emotive social Web

• Awareness of brand, product, etc.

• Sentiment

• Narrative

People talking

Contexts

• Vendors, employers, partners

• Hiring & firing

• Speeches & reactions

• “Citizen journalism”

• Etc.

Implications

• Market share / position

• Social brand management

• New tactics

• Etc.

Validation

Partnership

Evidence in context

A new type of game

An evolving ecosystem

Photo credits

• Coal• Newcastle• Flightpath• Traffic• Raised hands• Harvesting• Millwheel• Kirk/Spock

• Talking• Hallway• Validation• Squaredance• Evidence• Risk• Amazonia