web 2.0 from conversation to communication

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Web 2.0: From Communication to Conversation

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A seminar presentation by Daemon Group outlining how an organisation could approach digital media and begin to take their stakeholder engagement from communication to conversation.

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Page 1: Web 2.0 From Conversation To Communication

Web 2.0: From Communication to Conversation

Page 2: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Internet usage

15.3 million web userspenetration >50%

Global web population exceeds 1.3 billionMobile phone subscribers by 2010 – 4 billion

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www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

Internet usage and penetration

0

50

100

150

200

250

300

350

400

450

Asia

Europ

e

N Am

erica

S Am

erica

Africa

Mid

Eas

t

Austra

lasia

0%

10%

20%

30%

40%

50%

60%

70%

80%

N Am

erica

Austra

lasia

Europ

e

S Am

erica Asia

Mid

Eas

t

Africa

Source: www.internetworldstats.com

INTERNET USAGEMillions of users

INTERNET PENETRATIONPercentage of population

Page 5: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Time taken to penetrate to 50 million users

13 years

38 years

4 years

Radio

TV

Web

Page 6: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

The corporate website

is where good content goes to die.

Page 7: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Web 2.0 and social media

Page 8: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

What are the main Web 2.0 applications

• Blogs

• Mashups

• Podcasting

• RSS

• Social networking

• Widgets

• Wikis

Page 9: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Four categories of online social networks*

PEOPLE BASEDLinkedin

SPECIAL INTERESTWikipedia

VIRTUAL WORLDSSecond Life

CONTENT BASEDYouTube

*Source: Datamonitor analysis, 2008

Page 10: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

There are 37 million registered users of Facebook

Page 11: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

There are 106 million registered users of MySpace

Page 12: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

If MySpace were a countryit would be the 11th largest in the world

(between Japan and Mexico)

Page 13: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

The average MySpace page

is visited

30 times each day

Page 14: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Globally one new blog is created every second of every day

Page 15: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

STEP ONE STEP TWO

12 September ‘04

First posting on blog

23 September ‘04

Product recall and settlement of lawsuit

Page 16: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Australia’s generational profile

Source: McCrindle Research and the ABS, 2008

Page 17: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Digital natives and digital immigrants

Page 18: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Welcome to Generation C

The web population as a whole

Consumers 55%

Prosumers 30%

Producers 15%

Generation C

Producers 1%

Prosumers 1%

Consumers 90%

Page 19: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

77% of 16-29 years olds would rather live without TV than live without the internetNew Paradigm, 2008

Image: Terry’s Chop Shop

Page 20: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Share of population which uses social networking

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

65+

55 - 64

45 - 54

35 - 44

25 - 34

18 - 24

Page 21: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Australian membership of online social networks

0 2 4 6 8 10 12 14

2007

2012

4.8 million

11.5 million

Page 22: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Digital engagement strategy

© Daemon Group 2008

Page 23: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Page 24: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Digital engagement strategy

© Daemon Group 2008

Page 25: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Page 26: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Digital engagement strategy

© Daemon Group 2008

Page 27: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

People use social media to improve their lives*

• Convenience

– 66% research product purchases

• Health

– 61% research health related issues

• Connectivity

– 40% use social networking to make new friends

– 100% communicate with friends every time they go online

– 53% get to know people better online

– 51% are more open on Instant Messenger

*Source: Circuits of Cool/Digital Playground, July 2007

Page 28: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

How do your audience want to review content?

Read? Listen?

Watch?

Page 29: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

So how can your organisation

go from Communication to

Conversation using the

participative web?

Page 30: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

Page 33: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

Good Morning Amy,

Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.

Once again thank you for your interest, and have a nice day.

Page 34: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

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www.daemondigital.com© Daemon Group 2008

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93% of Chinese kids aged under 14 have at least one friend

online that they have never actually met

Page 45: Web 2.0 From Conversation To Communication

www.daemondigital.com© Daemon Group 2008

What’s your favourite thing?

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www.daemondigital.com© Daemon Group 2008

www.daemondigital.com