web 2.0 - the social web
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The Social Web
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Who I am?• Father of two boys• Evangelist of business models based on collaboration
and social networking.• Chief Officer of nContacto• Expert on Enterprise Communities of Practice• WW Compliance Manager in the business of Printing
Systems Management at HP• Former CFO and Controller for Hewlett Packard
Venezuela.• Chemical Engineer (ITESO Guadalajara)• MBA in Finance (ITESM campus Guadalajara) • Experienced educator• President of the Houston Chapter of the Mexican
Talent Network• Co-founder and active member of the Alumni
Association ITESM in Houston (Ex-A-Tecs)
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PP_Lopez
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Topics
• What is Web 2.0 ?• Principles of Web 2.0• Understanding effects of Web 2.0• Communities• How to start• Enterprise 2.0
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If time permits…
• The Long Tail• Your Digital Identity• Usability
5WHAT IS WEB 2.0?
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“Web 1.0 was Commerce
Web 2.0 is People”
- Ross Mayfield
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Web 2.0• The term Web 2.0 refers to a second generation of services available on
the World Wide Web that lets people collaborate and share information online.
– closer experience to desktop applications than the traditional static Web pages (Web 1.0).
– allow for mass participation (web-based social software - blogs and wikis).• the phrase refers to one or more of the following:
– The transition of websites from isolated information silos to sources of content and functionality
• -> computing platforms serving web applications to end users – Approach to creating and distributing Web content itself (open
communication, decentralization of authority, freedom to share and re-use, and "the market as a conversation“)
– A more organized and categorized content– A shift in economic value of the web, possibly surpassing that of the dot com
boom of the late 1990s – A marketing term to differentiate new web businesses from those of the dot
com boom– The resurgence of excitement around the possibilities of innovative web
applications and services
http://en.wikipedia.org/wiki/Web_2.0
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History
1990
1991
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2007
2008
2009
2010
2011
WWW was born!
Mosaic (Netscape)
Web 2.0 Conference
Yahoo!
.com Bubble
Friendster
MySpace
sixdegrees
Source: Wikipedia
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Vastly increased scale of users and content….
Source: Wikipedia
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Technology and social factors converge to create social computing
Technology• Cheap hardware and software reach the
masses• Computing power migrates to the edge of
the network
Social change
Technology increases the speed and force of social change
SocialComputing
• Aging consumers look to technology to support families and communities
• Younger generations pioneer the use of personal networks and viral communication
Social forces shape technology development and custom applications
Source: Forrester
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What is Web 2.0? Biz view…
• Web 2.0 represents a fundamental shift toward a more open, flexible and participatory model for creating content, systems and business models. Its application can reduce cost, enhance adaptability and create new business opportunities."
The Gartner Group
• Web 2.0 is a set of economic, social and technology trends that collectively form the basis for the next generation of the Internet – a more mature, distinctive medium characterized by user participation,
openness, and network effects.
Tim O’Reilly
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Consumer mind-shifts...
Source: Forrester
Consumers are less brand loyal
52% of consumers say brand trumps price, down from 59% in 2000
Only 42% of consumers say they even “somewhat” trust newspapers
Consumer trust is falling
Consumer-to-consumer activities growing
C2C eCommerce, messaging, blogs, camera phones, video phones
Consumers are customizing products and services
10% - 40% of customers develop or modify products
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What’s ChangedWeb 2.0 attributes differ from those of traditional web apps in numerous ways
Characteristics Web 1.0 Web 2.0Mode Read Write and contribute
Content created by Web coders Everyone
Primary unit of content Page Post and record
State Static Dynamic, application-like
Viewed through Web browser RSS readers, web browsers, Apps
Architecture Client-server Web services
Domain of Geeks Amateurs
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Need Human 1.0 Web 1.0 Web 2.0Many to many communication
Live Conversation Bulletin Boards Discussion Forums
One to many communication
Journals, Personal Diary
Personal websites Blogs
Collaboration Message Board Hyperlinks Wikies
Taxonomy Post-it Bookmarks Tags
Broad Communication
Live Conferences Video conferences Webinars
News, Notifications
Newsletter, Memorandums
Email distribution Web Syndication
Documentation Books, Manuals, Procedures
Website, Shared files, email
Collaborative portal
Web Evolution
Social Social again!
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Web 1.0 Web 2.0
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Web 2.0 Examples
www.slideshare.net/tippydawn/web-20-tools-to-inspire
17PRINCIPLES OF WEB 2.0
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Principles of Web 2.0
• No Products, but Services• Customization• Focus on the “Long Tail”• Harnessing Collective Intelligence• Specialized Database• Who owns the data• End of Software Release Cycle• Software above the level of a single device
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No Products but Services
“There are no products, only solutions”
• Not what customer wants but why they want
• A problem solving approach
• Simple Solutions
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No Product but Services
www.mint.com
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Customization
• Every individual is unique
• Some people want to be different
• Allow him to choose instead of forcing him to use what you have made
• Make him feel home
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Customization
Screen clipping taken: 2/3/2011, 5:50 PM
www.ning.com
Screen clipping taken: 2/3/2011, 5:53 PM
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Focus on the “Long Tail”
• Reach out to the entire web
• To the edges and not just to the centre, to the long tail and not the just the head
• Put everything there• Leverage customer-self service
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Focus on the “Long Tail”
www.netflix.com
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Harnessing Collective Intelligence
• Network effects from user contribution are the key to market dominance in Web 2.0 era– The Wisdom of crowds – Users add value
• Systems designed to encourage participation – Pay for people to do it – ‘gimme five’– Get volunteers to perform the same task
• Inspired by the open source community• Mutual benefits e.g. P2P sharing
• It requires radical experiment in trust
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Harnessing Collective Intelligence
www.kickstarter.com
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Specialized Database
• Every significant application to date has been backed by a specialized database
• Database management is the core competency of Web 2.0 companies
• “Infoware” rather than merely “software”
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Specialized Database
www.foursquare.com
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Who owns the data
• Control over data has led to market control and oversized financial returns
• It will provide a sustainable competitive advantage to the company
• Especially is data sources are expensive to create or amenable to increasing returns via network effects
• Race is to own certain classes of core data e.g. naukri.com, 99acre, yahoo
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Who owns the data
www.flickr.com
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End of the Software Release Cycle
• “Release Early and Release Often”
• “Perpetual BETA”
• Daily operations must become a core competency
• Software will cease to perform unless it is maintained on a daily basis
• Real time monitoring of user behavior
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End of the Software Release Cycle
www.docs.google.com
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Software above the level of a Single Device
• The PC is no longer the only access device for internet applications
• Applications that are limited to a single device are
less valuable than those that are connected.
• Design your application from the get-go to integrate services across handheld devices, PCs, and internet servers.
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Software above the level of a Single Device
www.evernote.com
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UNDERSTANDING EFFECTS OF WEB 2.0
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So to understand how to do business in a 2.0 world…
You do not need to understand the Web 2.0 technologies
You are better off understanding Human 1.0 – not as individuals, but as
hyper-social creatures
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It’s more about the people than the technology
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Connect & Communicate
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What’s happen?
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What are the important Human 1.0 Hyper-Social Traits
• Reciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sisters
• Social framework - Evaluating things vs. market framework
• Fairness - The role of fairness and punishment in assessing situations
• Mimicking Others - The importance of looking cool and imitating others
• Herding and self-herding – We like to gather
• Meritocracy – Status and reputation matters
Source: The Hyper-Social Organization – F. Gossieaux & E. Moran
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Hyper-Social companies think differently: a recap
• Think tribe – not market segment– We need to find groups of people who have something in common
based on their behavior, not their market characteristics
• Think knowledge network – not information channel– The most important conversations in communities happen in
networks of people, not between the company and the community.
• Think human-centricity – not company-centricity– The human has to be at the center of everything you do, not the
company
• Think emergent messiness – not hierarchical fixed processes– People will want to see responses to their suggestions, even if it
does not fit your community goals – FAST
Source: The Hyper-Social Organization – F. Gossieaux & E. Moran
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Turning a business process into a social process
Running traditional programs using social media platforms
Source: The Hyper-Social Organization – F. Gossieaux & E. Moran
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Turning a business process into a social process
Running programs based on human reciprocity and social contracts to get others
Source: The Hyper-Social Organization – F. Gossieaux & E. Moran
44COMMUNITIES
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A community
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A domain of interestGosport Allotment Holders &
Gardeners Association
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A place to meet
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Someone to facilitate
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3 Types of Communities
• Communities of Passion - have the richest and most formal set of activities, governance, and structure
• Communities of Practice - are less formal and are based on common work specialties
• Communities of Interest - are for topics that don’t require formal communities but need threaded discussions for collaboration and knowledge sharing
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Communities of Passion− Members have a
particular role (e.g., project management)
− Develops members to fit into this role, be proficient in this role, and actively help others to develop in this role
− Motivation: master the discipline
sourceforge.net
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Communities of Practice
www.realtown.com
− Members have a particular specialty (e.g., security)
− Various roles can participate
− Focused on developing expertise and skills in this specialty
− Motivation: learn about the specialty and solve problems
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Communities of Interest− Loosely
connected groups of people who want to learn about a particular topic
− No commitment in terms of delivering something together
− Motivation: stay current on the topic and ask questions
facebook.com Group EXATEC HOUSTON - ITEMS
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Richard McDermott on Communitieswww.mcdermottconsulting.com
• Healthy communities have a driving purpose, clear activities, and a sense of accomplishment
• Communities are becoming integrated into organizations• Community facilitation and participation are real work and require time• Core community members are well-connected through meetings and
ongoing contact• Healthy communities have high management expectations and support• The heart of a community of practice:
– peer-to-peer relationships– responsibility for stewarding a body of knowledge– membership crosses boundaries– room for dealing with whatever comes up
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Patterns of contribution
Source: Jacob Nielsonwww.useit.com/alertbox/participation_inequality.html
Number of participants
Nu
mb
er
of
con
trib
uti
on
s
1% active contributors
9% occasional contributors
90% readers (aka ‘lurkers’)
The 1-9-90 rule
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The “1% Rule”• For every 100 people online only 1 person will create content
and 10 will “interact” with it. The other 89 will just view it.• Each day at YouTube there are 100 million downloads and
65,000 uploads• 50% of all Wikipedia article edits are done by 0.7% of users,
and more than 70% of all articles have been written by just 1.8% of all users
• In Yahoo Groups, 1% of the user population might start a group; 10% of the user population might participate actively. 100% of the user population benefits from the activities of the above groups
Source: The Guardian
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Members of an active community
Facilitators
Facilitator
Activist
en.wikipedia.org/wiki/1%25_rule_(Internet_culture)
Lurkers
Contributors
Outsiders
1%
9%
90%
57HOW TO START
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Levels of EngagementLe
vel o
f eng
agem
ent
Type of engagement
Browse, search, learn(Anonymously)
Comment(with attribution)
Ask a question(with attribution)
Write a blog
Become a mentor
Become an expert
RegisterComment
(Anonymously)
Waxing and Waning Interest
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Start Contributing
1. Identify Yourself
2. Search & Explore Content
3. Know more About
4. Save & Share Links / Bookmarks
5. Subscribe
6. Store & Distribute Documents
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Start Contributing
7. Express & Discuss Ideas
8. Communicate & Get Feedback
9. Learn & Share Knowledge
10. Produce & publish content
11. Invite to Events
12. Work together
61ENTERPRISE 2.0
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The “Long Tail” of Work• Multi-tasking• Enriched jobs, several roles• Broad span of control, flat organizations• Tons of emails daily• Calendar overloaded of meetings and calls• 3-digits number of direct contacts• People located around the world• Multi-language, multi-cultures• Phone, email, instant messaging, virtual meetings, twitter, facebook,
etc. • Did I mention face-2-face (occasionally)?• Only 24 hours at day…..
Fundamental Shifts on Organizations
• More virtual, few human interaction– Communities requires face-to-face
meetings
• Micro formats of knowledge– PowerPoint slides, no longer reports– People is not reading, they are scanning
• Tragedy of knowledge common sense
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Balancing the Growing Costs
Growing Cost Web 2.0
Virtualization
Web 2.0
Community
Collaboration
Globalization
Storage of Knowledge
Connectivity
Complexity
Formal Structure (Org Chart) Informal Structure (revealed in ONA)
Formal vs. Informal Structures
Exploration & Production
Zaheer
Schultz
Mitchell
Klimchuck
Angelo
Keller
Smith
GeologyDhillon
Myers
PetrophysicalCrossley
ExplorationAvery
Cordoza
Sutherland
Ramirez
DrillingMcWatters
Waring
ProductionHassan
ReservoirHopper
ProductionMilavec
Senior VPMares
Mitchell
Hussan
MilavecHopper
Waring
Mares
Avery
McWatters
Ramirez
Myers
Cordoza
Klimchuck
Smith
Dhillon
Zaheer
Angelo
SchultzKeller
Crossley
Sutherland
What Do You Notice When You Compare the Formal and Informal Structures?
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Enterprise 2.0
• Informal, less structure, knowledge-based work of a company– Balance of formal structures and informal
networking
• IT enabled application of Web 2.0 to corporate environment– SLATES
• Enterprise-wide Social Networks
• Hyper-Collaboration– Wiki-culture
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Components of Enterprise 2.0
Six components (SLATES):
Search
Links
Authoring
Tags
Extensions
Signalshttp://sloanreview.mit.edu/smr/issue/2006/spring/06/
Levels of Collaboration
Lightweight Social Process
Collaborative Information Structures
Hight End Collaboration
Low-barrier social involvement like voting and the recording of personal participation
Core product enhanced by a social component, deeper participation to interact
Groups utilizing systems to make sense and share complex materials and data
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Key decisions needed for success
• A Receptive Culture
• A Common Platform
• An Informal Rollout
• Managerial Support
70USABILITY
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Usability Principles• Don’t make me think
– Simple, Self evident, obious, self-explanatory• Easy to Use
– We don't read pages. We scan them• Clear visual hierarchy • Use conventions• Break up pages into clearly defined areas• Make it obvious what’s clickable• Keep the noise down to a dul roar
– We don’t make optimal choices. • We satisfice• Good enough
– We don't figure out how things work. • We muddle through
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Usability PrinciplesDon’t make me think
Simple, Self evident, obvious, self-explanatory
Easy to Use We don't read pages. We scan them Clear visual hierarchy Use conventions Break up pages into clearly defined areas Make it obvious what’s clickable Keep the noise down to a dul roar
We don’t make optimal choices. We satisficeGood enough
We don't figure out how things work. We muddle through
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Web Navigation 101
• Few clicks to get anywhere– No more than 3 clicks; 2 is a good goal
• Omit needless words– Happy talk must die– Instructions must die
• A well designed page should be able to answer these questions:– What site is this? (site ID)– What page am I on? (page name)– What are the major sections of this site? (sections)– What are my options at this level? (local navigation)– Where am I in the scheme of things? (“you are here” indicators)– How can I search?
74YOUR DIGITAL IDENTITY
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Socialize
• Think, then share• URL it!• Be Transparent• Be Personal• Contribute• Be reciprocal• Set the stage
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Create your Digital Identity
• Show who you are
• Express yourself
• Know your tools
• Keep simple
• Know your audience My profileMy blogMy feedsMy tags
My picturesMy presentationsMy placesMy videos
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Me - First
Market
Mine
Me
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Personal Identity People need to know
about me
People I might want to know
People I know
My Friends
My Family
Me
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Company Identity People need to
know about me
My Customers & Partners
My Company
Me
80THE LONG TAIL
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Understanding the Long TailA powerlaw
0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60 70 80 90 100
Products
Sal
es (
$)
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Where are they all going?
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Savagely truncatedB
ox
off
ice
Films
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An example of the Long Tail
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Six Themes of the Long Tail age
1. There are far more niche goods than hits2. Cost of reaching those niches is now falling dramatically.3. New “filters” can drive demand down the Tail4. Once there’s a massively expanded variety and the filters to
sort throught it, the demand curve flattens5. There are so many niche products that collectively they can
compromise a market rivaling the hits.6. Then, the natural shape of demand is revealed
• A Long Tail is just culture unfiltered by economic scarcity
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Three Forces of the Long Tail
Force Business Example1 Democratiz
e Production
Long Tail Toolmakers, Producers
Digital videocameras, desktop music and video software, blogging tools
2 Democratize Distribution
Long Tail Aggregators
Amazon, eBay, iTunes, Netflix
3 Connect Supply & Demand
Long Tail Filters
Google, Blogs, Rhapsody recommendations and best-seller lists
87REFERENCES
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BibliographyWeb 2.0: A Strategy GuideAmy Shuen
The Long TailChris Anderson
SearchJohn Battelle
WikinomicsDon Tascott
The Clue Train ManifestoLevine, Locke, et al
Enterprise 2.0Andrew McAffe
Here Comes EverybodyClay Shirky
The Wisdom of CrowdsJames Surowiecki
BlinkMalcolm Gladwell
The Hyper-Social Organization Francois Gossieaux & Ed Moran
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BloggraphyMashablemashable.com
Read Write Webwww.readwriteweb.com
Lifehackerlifehacker.com
Social Software Newswww.topix.net/business/social-software
Gizmodogizmodo.com
The FASTForward Blogwww.fastforwardblog.com
Cnet Webwarenews.cnet.com/webware
Chris Broganwww.chrisbrogan.com
Robin Goodwww.masternewmedia.org
Content Management Connectionblog.contentmanagementconnection.com
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Slidegraphy• Web 2.0 – The Social Web (this presentation!)
– http://www.slideshare.net/PPLopez/web-20-the-social-web-6806313
• What is Web 2.0– www.slideshare.net/adunne/what-is-web-20-157107
• Web 2.0 Tools to inspire– www.slideshare.net/tippydawn/web-20-tools-to-inspire
• Web 2.0– www.slideshare.net/kikollan/an-introduction-to-web-20-the-user-role
• An introduction to Web 2.0– www.slideshare.net/kikollan/an-introduction-to-web-20-the-user-role
• Webinar: The Hyper-Social Organization– www.slideshare.net/AwarenessLIVE/webinar-the-hypersocial-organization
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Follow Me!
pplopez.mp
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Thanks!