Presented by Rob Rose at Web Content Chicago, June 17-18, 2008. As stewards of our online messaging—whether through a website, email campaigns, advertising, blogs, et cetera—we are faced with a seemingly endless barrage of new technologies. If you’re responsible for delivering the web site for your organization - you’re being bombarded with requests for all kinds of new Web 2.0 Features. But, really, what the heck are Web 2.0 Features? And, just as important is our ability to deliver on the promise of Web 2.0. Don’t forget the overarching lessons of Web 1.0 circa 1997 to 2000: Don’t build technology just because you can (in fact, you shouldn’t really “build” technology ever again, but that’s a different presentation). In this presentation we’ll unwrap the hype of Web 2.0 and discuss the realities of what these capabilities will mean for your organization. We’ll look specifically at a few Web 2.0 capabilities and some helpful safety tips as you decide when and how to deploy them.

1. CrownPeak
5880 West Jefferson
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(310) 841-5920
sales@crownpeak.com
www.crownpeak.com
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Quick Introduction
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 Robert Rose
VP, Marketing & Strategy
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CrownPeak
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Don’t Let Web 2.0 Ruin Your Online Marketing
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 How did we get here….
 How can Web 2.0 help or hurt?
 Some ideas…..
 What the heck is Web 3.0?
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Hagerstown, MD
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 $60,000,000
 10 Years
 $37,500 Per Foot
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Remember 1996?
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 Push Technology
 “The radical future of media”
- Wired Magazine, 1996
 “The new television”
 1/3 of all electronic revenue
will go to push technology
products over the next three
to four years”
- Jupiter Research, 1996
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PointCast
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 “you won’t see 400 web sites
selling advertising”
- David Dorman, CEO Pointcast
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The Others…..
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 AOL, Prodigy, Compuserve
 VideoText
 $5 Billion?
 $27.5 Billion?
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PointCast
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 “you won’t see 400 web sites
selling advertising”
- David Dorman, CEO Pointcast
 VOIP
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WEB 2.0
REVOLUTION
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1. Consumerization Of IT
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 Technology actually works!
 But that makes it less important
 It has to be invisible….
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1. Consumerization Of IT
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 Technology is easy…
 The revolution will not be built
 Experimenting drives success
in your online efforts.
 1 Rant
= Web 2.0
1 Article
1 Audio File
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1. Consumerization Of IT
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 SEO Best practice: produce
tons of good content.
 Web Community: Seed content
facilitate conversations
 Podcasting, Blogging, Wiki:
Accurate, constant, new
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2. Web 2.0 Is Just A Conversation
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Pull (“Listening”) Push (“Talking To”)
Analytics Email
Surveys/Polls Web Content Push
WEB 2.0
Blogs
Folksonomies
Wikis
RSS Feeds
Site Subscription…
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2. The 2.0 Conversation
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 Publish – And Ask For Feedback
 Publish – And let user’s rate it
 Roundtrip the user’s content
through your content
management system
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2. The 2.0 Conversation
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Combine Search and
RSS Feeds
Add RSS Feeds as a
component of your
search results.
– Personalized Feed
– Discover top keywords
– Optimize Content
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What does it mean?
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 $3, $6…. 50 Cents?
 1,000,000 Addresses!!
 Monetized a community of
1 million people.
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What does it mean?
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Pull (“Listening”) Push (“Talking To”)
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3. Looking Ahead: Web 3.0?
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 “….the applications are relatively
small, the data is in the cloud, the
applications can run on any device..
very fast and very customizable.
Furthermore, they are distributed
virally: literally by social networks,
by email. You won't go to the store
and purchase them...”
- Eric Schmidt
Google
 Where is your content?
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3. Looking Ahead: Web 3.0?
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 How can your content be consumed
by any device?
 How can you start integrating
content into social networks and
social networks into your content
 How can you start guiding, leading
developing a relationship with a
core community….
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Thank You!!
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 Robert Rose
Vice President
Marketing & Product Strategy
CrownPeak
Robert.Rose@crownpeak.com
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