DMA Frankfurt

December 17th, 2008, DDA Frankfurt, Page 1

A new worldThe social challenge to communicate in nowaday‘s digital reality


The definition of definition:

“A definition is a statement of the meaning of a word or phrase.”


Excuse me…what is Web 2.0?



Web 2.0 is not Secondlife


is not a hype


is not a new, updated version of the internet


It‘s nothing less than a social revolution.


Tim O‘Reilly, 2005:

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”



“Web 2.0 is the network as platform,

spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”




“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated

service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”




“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it,

consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”






“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an

“architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”






“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of

Web 1.0 to deliver rich user experiences.”




Web 2.0 is about solutions, fun, easy use, cool new services…not about prolonging established media into the web.




So, why a revolution?


Gutenberg invented the one big message.


Web 2.0 replaces the one big message with millions of little

conversations.

Now

Everywhere

In China

In EuropeIn Blogs

On Myspace

Sex

Apple Birth

ToolsYoutube

Now

Here

There

There SmartPod-casts

Mobile

About shopping Dumb

On Face-book

Cool. Isn‘t it?


But we‘re here to talk about Marketing. Aren‘t we?


The long tail:

Selling less of more.





Cluetrain Manifesto, 1999:

“Markets are conversations.”






Branding in this environment is still in a trial and error phase.

Let‘s start with the errors.


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Fail 1: Underestimate your opponents

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Fail 2: Insult your clients


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Fail 3: Bribe bloggersNo, I understand, Microsoft. They needed the Laptops to try out Vista….


Fail 4: Make your users hate youBy pretending you‘re a mobile virus


This new environment requires new tools, a new mindset and honesty.

True P2P-Personalization is the reward.








"Some people only go to MySpace. It's where they're on all day. Some only go to LinkedIn. Our goal is to make sure that each supporter online, regardless of where they are, has a connection with Obama.”

Scott Godstein, Copywriter





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All these cases describe a process...


Of an industry which shifts away from the perfect show...


…to long lasting conversations.


The age of classic branding ends now.


And gets replaced by democratic brand leadership.


„Propaganda ends where dialogue begins“

Business

DMA Frankfurt