T H E N E X T

BIGBIGT H I N G

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A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.

Markets are conversations.

Markets consist of human beings, not demographic sectors.

The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

People in networked markets have figured out that they get far better information and support from one another than from vendors.

There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

the cluetrain the cluetrain manifestomanifesto

In just a few more years, the current homogenized "voice" of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.

Companies need to realize their markets are often laughing. At them.

Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.

Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.

the cluetrain the cluetrain manifestomanifesto

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mySqlxhtml

xml

controlcontrol

connectconnect

Mass collaborationThe Power of Us

Peer powerCyberswarm

The wisdom of crowdsArchitecture of participation

The culture of generosityCommunity

web2.0web2.0

Web 2.0 isn't a 'thing', but a collection of

approaches, which are all converging

on the development world at a rapid pace.

relinquishing controlrelinquishing control

“… content will be more important than its container in this next phase [of the Web]…

Killer apps, such as search, RSS and video-capture software such

as TiVo—to name just a few—have begun to unlock content

from any vessel we try to put it in.”

But, obviously, the technology itself is not new, so what is new? Openness, I think, is what is going to be the big difference between Web 1.0 and Web 2.0. In Web 1.0, each site was a silo of information, information that users could not reach themselves. Every access of information had to be done through the site itself.

Web 2.0 is about open information, in the form of programming interfaces. That is, developers can hook into information formerly siloed and do stuff with it. They can include Flickr images on their site, suck down their del.icio.us bookmarks for all to see. These are simple ways of doing it, and are just the beginning.

The Long TailThe Long Tail

The Long TailThe Long Tail

tools of 2.0tools of 2.0

RSS

tools of 2.0tools of 2.0

RSS

Folksonomies

tools of 2.0tools of 2.0

RSS

Folksonomies

APIs

“Web 2.0… is about making the Internet useful for computers.”- Jeff Bezos

me

“The Web is a selfish place. People don’t have time. They scan pages looking for something specific. They only care about what you can do for them.”- Gerry McGovern

ponderingsponderings

branding your content

how to better connect with your users

bringing along some of the older gen

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