web 2.0 from conversation to communication
DESCRIPTION
A seminar presentation by Daemon Group outlining how an organisation could approach digital media and begin to take their stakeholder engagement from communication to conversation.TRANSCRIPT
![Page 1: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/1.jpg)
Web 2.0: From Communication to Conversation
![Page 2: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/2.jpg)
www.daemondigital.com© Daemon Group 2008
Internet usage
15.3 million web userspenetration >50%
Global web population exceeds 1.3 billionMobile phone subscribers by 2010 – 4 billion
![Page 3: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/3.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 4: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/4.jpg)
www.daemondigital.com© Daemon Group 2008
Internet usage and penetration
0
50
100
150
200
250
300
350
400
450
Asia
Europ
e
N Am
erica
S Am
erica
Africa
Mid
Eas
t
Austra
lasia
0%
10%
20%
30%
40%
50%
60%
70%
80%
N Am
erica
Austra
lasia
Europ
e
S Am
erica Asia
Mid
Eas
t
Africa
Source: www.internetworldstats.com
INTERNET USAGEMillions of users
INTERNET PENETRATIONPercentage of population
![Page 5: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/5.jpg)
www.daemondigital.com© Daemon Group 2008
Time taken to penetrate to 50 million users
13 years
38 years
4 years
Radio
TV
Web
![Page 6: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/6.jpg)
www.daemondigital.com© Daemon Group 2008
The corporate website
is where good content goes to die.
![Page 7: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/7.jpg)
www.daemondigital.com© Daemon Group 2008
Web 2.0 and social media
![Page 8: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/8.jpg)
www.daemondigital.com© Daemon Group 2008
What are the main Web 2.0 applications
• Blogs
• Mashups
• Podcasting
• RSS
• Social networking
• Widgets
• Wikis
![Page 9: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/9.jpg)
www.daemondigital.com© Daemon Group 2008
Four categories of online social networks*
PEOPLE BASEDLinkedin
SPECIAL INTERESTWikipedia
VIRTUAL WORLDSSecond Life
CONTENT BASEDYouTube
*Source: Datamonitor analysis, 2008
![Page 10: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/10.jpg)
www.daemondigital.com© Daemon Group 2008
There are 37 million registered users of Facebook
![Page 11: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/11.jpg)
www.daemondigital.com© Daemon Group 2008
There are 106 million registered users of MySpace
![Page 12: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/12.jpg)
www.daemondigital.com© Daemon Group 2008
If MySpace were a countryit would be the 11th largest in the world
(between Japan and Mexico)
![Page 13: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/13.jpg)
www.daemondigital.com© Daemon Group 2008
The average MySpace page
is visited
30 times each day
![Page 14: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/14.jpg)
www.daemondigital.com© Daemon Group 2008
Globally one new blog is created every second of every day
![Page 15: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/15.jpg)
www.daemondigital.com© Daemon Group 2008
STEP ONE STEP TWO
12 September ‘04
First posting on blog
23 September ‘04
Product recall and settlement of lawsuit
![Page 16: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/16.jpg)
www.daemondigital.com© Daemon Group 2008
Australia’s generational profile
Source: McCrindle Research and the ABS, 2008
![Page 17: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/17.jpg)
www.daemondigital.com© Daemon Group 2008
Digital natives and digital immigrants
![Page 18: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/18.jpg)
www.daemondigital.com© Daemon Group 2008
Welcome to Generation C
The web population as a whole
Consumers 55%
Prosumers 30%
Producers 15%
Generation C
Producers 1%
Prosumers 1%
Consumers 90%
![Page 19: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/19.jpg)
www.daemondigital.com© Daemon Group 2008
77% of 16-29 years olds would rather live without TV than live without the internetNew Paradigm, 2008
Image: Terry’s Chop Shop
![Page 20: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/20.jpg)
www.daemondigital.com© Daemon Group 2008
Share of population which uses social networking
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
65+
55 - 64
45 - 54
35 - 44
25 - 34
18 - 24
![Page 21: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/21.jpg)
www.daemondigital.com© Daemon Group 2008
Australian membership of online social networks
0 2 4 6 8 10 12 14
2007
2012
4.8 million
11.5 million
![Page 22: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/22.jpg)
www.daemondigital.com© Daemon Group 2008
Digital engagement strategy
© Daemon Group 2008
![Page 23: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/23.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 24: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/24.jpg)
www.daemondigital.com© Daemon Group 2008
Digital engagement strategy
© Daemon Group 2008
![Page 25: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/25.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 26: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/26.jpg)
www.daemondigital.com© Daemon Group 2008
Digital engagement strategy
© Daemon Group 2008
![Page 27: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/27.jpg)
www.daemondigital.com© Daemon Group 2008
People use social media to improve their lives*
• Convenience
– 66% research product purchases
• Health
– 61% research health related issues
• Connectivity
– 40% use social networking to make new friends
– 100% communicate with friends every time they go online
– 53% get to know people better online
– 51% are more open on Instant Messenger
*Source: Circuits of Cool/Digital Playground, July 2007
![Page 28: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/28.jpg)
www.daemondigital.com© Daemon Group 2008
How do your audience want to review content?
Read? Listen?
Watch?
![Page 29: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/29.jpg)
www.daemondigital.com© Daemon Group 2008
So how can your organisation
go from Communication to
Conversation using the
participative web?
![Page 30: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/30.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 31: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/31.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 32: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/32.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 33: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/33.jpg)
www.daemondigital.com© Daemon Group 2008
Good Morning Amy,
Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.
Once again thank you for your interest, and have a nice day.
![Page 34: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/34.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 35: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/35.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 36: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/36.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 37: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/37.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 38: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/38.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 39: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/39.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 40: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/40.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 41: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/41.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 42: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/42.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 43: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/43.jpg)
www.daemondigital.com© Daemon Group 2008
![Page 44: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/44.jpg)
www.daemondigital.com© Daemon Group 2008
93% of Chinese kids aged under 14 have at least one friend
online that they have never actually met
![Page 45: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/45.jpg)
www.daemondigital.com© Daemon Group 2008
What’s your favourite thing?
![Page 46: Web 2.0 From Conversation To Communication](https://reader038.vdocuments.us/reader038/viewer/2022110114/545528d6b1af9fb66e8b473c/html5/thumbnails/46.jpg)
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com