Web 2.0 In Context
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The document discusses the key aspects of Web 2.0 and how it has changed marketing. It notes that with Web 2.0 there is increased interconnectivity between people, massive connections through social media and mobile devices, and an on-demand culture where people access content whenever they want. It also discusses how the human brain is wired for small groups and information chunks and how this influences interactions on the web. The document contrasts traditional top-down marketing approaches with new engagement marketing techniques that focus on conversations rather than broadcasts.
Web 2.0 In Context
- 1. Web 2.0 in Context Kate Carruthers Sydney Nov 2008
- 2. Who Me? Marketer, technologist, educator and renaissance woman www.katecarruthers.com www.digbiz.com.au Nov 2008 © 2008 Kate Carruthers
- 3. Nov 2008 © 2008 Kate Carruthers
- 4. Hyperconnectivity Not 6 degrees of separation Perhaps only 1 degree Nov 2008 © 2008 Kate Carruthers Source: http://www.popsci.com.au/files/imagecache/article_image_large/files/articles/734px-Six_degrees_of_separation.jpg
- 5. Massive Interconnections SMS Facebook MySpace Twitter Mobile Nov 2008 © 2008 Kate Carruthers
- 6. Consumption On-Demand No more waiting What I want When I want it Nov 2008 © 2008 Kate Carruthers http://www.techcrunch.com/2007/12/17/bittorrent-is-now-streaming-movies-with-ads-but-wheres-the-good-stuff/
- 7. Tribal Brains Wired to deal with smaller groups Wired for small chunks of information Magical number 7 Nov 2008 © 2008 Kate Carruthers
- 8. Tribal Creatures Tribe size Dunbar’s number = 150 We mesh into subgroups based on common interests Increasingly loose ties Nov 2008 © 2008 Kate Carruthers
- 9. Chunking Growth of knowledge Too much knowledge to keep in our heads No more epic poetry Nov 2008 © 2008 Kate Carruthers Source: http://www.familycourtchronicles.com/philosophy/spartan/spartan-brad-pitt.jpg
- 10. Nov 2008 © 2008 Kate Carruthers Generational conflict
- 11. Traditional Marketing Nov 2008 © 2008 Kate Carruthers
- 12. New Model Nov 2008 © 2008 Kate Carruthers Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support?
- 13. Boundaries Time Place Content Authority Nov 2008 © 2008 Kate Carruthers Source: http://commons.wikimedia.org/wiki/Image:Hadrians_wall_Greenhead.jpg
- 14. Nov 2008 © 2008 Kate Carruthers
- 15. Nov 2008 © 2008 Kate Carruthers The rules are changing We’re not in control any more This brings opportunities!
- 16. Marketing Ecosystem 3 Mar 2008 Kate Carruthers © Copyright 2008
- 17. Talking at? Talking with? Nov 2008 © 2008 Kate Carruthers vs.
- 18. Old v. New Marketing Nov 2008 © 2008 Kate Carruthers Above the line Below the line Online Offline
- 19. Engagement Marketing “ Advertising is when you say you are good date. Public relations is when your mom says you are a good date. Engagement marketing is when your date says you are a good date.” Source: http://www.YourStorys.com founder and president Larry Lawfer Nov 2008 © 2008 Kate Carruthers
- 20. Nov 2008 © 2008 Kate Carruthers