the next web
Post on 13-Sep-2014
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The Next Web
Inspiration to new business possibilitiesin Web 2.0 for companies
Andreas Johannsen ¬ 2007-08-05
http://www.flickr.com/photos/hotair2112/161757853/
Hello• Web Communications Consultant• Associate partner at Connecta• www.andreasjohannsen.dk
The Web evolution
Com
pany profile brochures
Product brochures
Com
plete, traditional marketing
machines w
ith newsletters etc
Interactions
Relationships
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What's going on on the Web?
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Corporations are tearing down their corporate firewalls and starting to develop, market and support products WITH partners and customers. Not just TO them.
Interaction between company and partners/customers are moving from impersonal to personal.Employees are getting faces.
Wikis are replacing classic intranets.Wikis are systems of pages that anyone can edit on-the-fly.
Weblogs are replacing corporate websites.Weblogs are websites for conversation.
Companies are establishing parallel presences:Physical (main + global offices), Virutal on Web, Virtual on Second Life etc.
The Web has become a social thing.Information seeking is not enough - relationships are more important.
From Web 1.0 to 2.0• Web 1.0 is doing all the stuff we did before Web— on the
Web.
• Web 2.0 is about participation and relationship.
• Web 1.0 is monologue.
• Web 2.0 is conversation.
• Web 1.0 is thinking "we are the experts".
• Web 2.0 is acknowledging the fact that "users know more than us"
If I were acompany...
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http://www.flickr.com/photos/randomurl/421640496/
In product development...• Find out what users are talking about
• How are they using our products? The way we intend? Or better? What can we learn from it?
• What do they like/dislike about our solutions, products and services?
• Invite customers and partners in to co-develop new solutions, products and services — and test new ideas
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• Find out what market is talking about when it comes to your area of business
• Let customers and partners market the products for you
• Open the company and let partners feel closer to you
• Get visual — images communicate more than words
• Use blogs to establish the company as the authority when it comes to your area of business
In marketing/communications...
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Inside the organisation...• Use wikis and internal blogs to share knowledge and as
drivers for innovation
• Use photo sharing service to reinforce feeling of belonging to the same company
• Use prediction markets to foster new ideas and let them compete agains each other
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In HR...• How do you attract the best employees?
Show what a great and fun place it is to work.
• Show people, places and processes.
• When considering new key personnel, look for the connected ones.
• Use social business networks for recruitment.
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Megatrends
Instant access to everything — everywhere and anytime• Access no longer limited to desktop og laptops but
embedded in most electronic equipment: Phones, cars, watches, fridges...
• Internet gets location awareness (GPS added to all devices).
• Partners and customers expect to interact with your company anytime — and in depth.
• Data (eg. XML) gets more important than presentation (web pages). Don't tie data to browser presentation.
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http://www.flickr.com/photos/jimbarter/426677134/
Good and bad storiesspread faster than fire
• The story about one bad customer experience have a global audience and will potentially be found right next to the company on Google.
• New collective mechanisms for information filtering are more powerful than traditional editorial mechanisms.
• Post-filtering rather than pre-filtering.
• Companies must monitor the conversations on the Web 24/7.
• Companies must be able to react much faster than today.
• Google Blogsearch is more important than press clippings. Faster, broader, free.
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Sharing is caring• Why do people make software for free? Music? Art?
Research? Great articles on Wikipedia?
• Contributing to the network pays off because people are rewarded with better reputation in the network.
• Don't underestimate the value of stuff because it's free.
• One of the most profitable business models today is providing platforms for sharing (YouTube, MySpace, Google...)
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Moving from the age of Mass Media to Masses' Media
• What does it take to establish a global TV station?
• A mobile phone + hosting + free software
• Most people can create their own mass media in a few hours reaching the entire global online population.
• What are they saying about your company?
• Do our company have to speak with one voice?
• Why do companies spend so much money on advertising in old mass media when fewer and fewer are watching?
• Companies should make their own mass media — TV, radio etc.
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