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managing web 2.0 :: ict hub seminars 2006/7managing web 2.0 :: ict hub seminars 2006/7

managing Web 2.0

March 2007

a story in four acts


act One

the changing world


the times they are a changin’

…markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.www.cluetrain.org

non-profits

non-profitsnon-profits


the changing Internet

a NASA weather map lunch with a VC a poem


the changing ‘audience’

active networked passionate articulate expectations ideas


the changing ‘media’

diffuse real-time personal mobile citizens


the changing art of ‘marketing’

crm permission cause niche social one-to-one


intermission

The Tahoe wwjd


intermission

imagine


act Two

the Live Web


the Live Web

from websites… to streams from content… to stories from audiences… to partners from niches… to people from pr… to content relationships from marketing… to conversations and... from reaching… to joining your market


the key media & technologies

blogs podcasts social networking spaces video/photos/music tags feeds


the key themes

content relationships content architecture open source content voice


the key drivers

the new 3 P’s passion personality purpose

conversation


intermission


intermission

imagine


act Three

the bottom line


sticks…

You’ll always find me in the kitchen at parties the conversation continues new relationships start new memes fly talked about and talked with


… and carrots

relationships ‘brand advocates’ insight and intelligence just in time cost


in the commercial world

campaigns Howard Dean and a vision

Fundraising the Savoy Tailor

communications Google and Microsoft


in the real world

campaigns Greenpeace and blogs plural

fundraising chez pim and the power of crowds

communications Nick and duck and cover


intermission


intermission

imagine


act Four

but what about..?


but what about…

stakeholders conversations criticism

staff messages management


turn it around

stakeholders partners issue advocates networkers


turn it around

staff everyone’s job team-building creative thinking voice


the new crm

Conversations embedding the Live Web in marcomms

and strategy Relationships

criticisms and commentary Management

resources, time and space


a live organisation

devolved communications devolved ‘ownership’ open source network effect flexible


the roadmap

voice audit partnerships audit open source vision training resourcing embedding and developing


coda

the fud problem


the real problem

Fear Uncertainty Doubt


The Endfar from

Economy & Finance

Media Trust for managers