How has the initial Internet developed from a push only static source of information to the interactive and engaging internet which we call Web2.0 or social media in 2013

1. A 2013 Introduction on how all started
from Web1.0 to Web2.0 and where
Social Media Stands in 2013
LUKAS RITZEL
Check as well the WIKI to support this and more at
http://ggsb-jan13.wikispaces.com/home
More about LOT at www.about.me/lritzel

2. • Professional Details:
• Has been in international management since over 20 years, has done workshops, keynote speeches
and presentations in 40++ countries in 4 languages. Has lectured at more than 20 Universities in
different countries. Has been on National Thai TV on creativity in organizations
• In 2010: Invited to speak at TEDx event in Switzerland, May 10, contributed to a book on CM and
Social media from U21 University Singapore; won a price with IMI website as one of the most relevant
business websites of Switzerland in 2010. Created an award winning crowdsourced iPhone apps in
2010
• Worked during the last 8 years with some of the Swiss Hotel Management Schools in all Web
Strategies, Marketing and ICT
• Specialty Knowledge in Asia related matters – marketing, management, cultural understanding
• Further; Co-founder of Change Management consulting company Prasena , this company got in
2004 the Purple Cow award of companies who "make a difference" from marketing guru Seth Ghodin
of the FAST company.
• Guest lecturer at Grenoble School of Business at MBA level in management, world ranked no3
• coInventor of eMatrix (drivers of new economy of change)
• Lectures in Marketing, Organization Consulting, ICT, Management of Change & Learning
Organizations
• Has been speaker (in real as well as virtual) at many international conferences, selected
presentations can be seen at www.slideshare.net (200’000 views on ematrix presentation)
• Recent clients are Wirtschaft Informatik Beratung, SIKA, Bank COOP, CityConnect, Grenoble
Graduate School of Business, Aqua-Terra, SSA, EchoTrails, GS1 and consulting of 10+ KMU’s in
Lukas Ritzel, Swiss, edcuation & inbound marketing , web
2012
strategies

3. OR

5. http://www.wefeelfine.org/

6. http://youtu.be/Y0pPfyYtiBc

7. Web1.O
Search engine NOT by the people but by experts
Search engine NOT by the people but by experts

8. Web 1.0 was for specialists, for huge servers
and its creators pushed what is good for us
Aol 90% of us internet
Google tells us what is top and flop
Corporate websites (one student stated in the
zoomerang survey, that he would not believe in
websites since they are just marketing brochures)
This is Web1 and the basis of web 1 was some
clever people who build websites and fed it with
content for the others to use, this is the same as
business, politics and most of all schools have
functioned for the past 100s of year
WHY, it was always based on the idea that the
crowd is stupid

9. Simple Corporate Websites
PUSH push push

10. Note: Design Awarded
http://web.archive.org/web/20110308030637/http://prosche.com/

11. http://archive.org/web/web.php

12. What a difference of where we
are today
http://www.nh-hotels.com/winter-holidays/

13. Or this
http://ala.ch/

14. Latest done for Xhavit Bajrami
Most recent website done for a friend by the author of these slides
http://bajrami.ch/

15. The „first“ web was one way

16. Traditional HR mindset created
the inital Web (1.0)

17. But then first very slow
Something started to change the
Web as we knew it

18. People like Jawed Karim at the
Zoo started a new understanding
http://www.youtube.com/watch?v=jNQXAC9IVRw

20. Effective
networks are:
• Decentralized
• Distributed
• Dynamic
• Democratic

21. Applying Web2.0 to an
organization was feared at first
• Organization chart
– Transparency
– Trust
– Empowerment
– Loosing control
• Staff handbook update needed (fb)
• Eventually even will influence the vision
and mission statements

22. 360 degree change
http://www.porsche.com/microsite/facebook/international.aspx
http://www.porsche.com/microsite/facebook/international.aspx and click

24. Killer Applications
in its Historic context
• Life Journal/ 99
• Hot or Not/ 00
• Wikipedia/ 01
• Friendster/ 02
• Del.icio.us/ 03 by Yahoo
• Flickr/ 04 by Yahoo
• You Tube/ 05

25. Slow start in 2005
But thanks to secondary technologies: Broadband at homes, Macromedia flash 7,
Digital cameras are mainstream, Internet gets cheaper
In 2004
Vdo clip culture emerges (famous timberlane jackson insidence
http://www.youtube.com/watch?v=ItjFQA-2jCs )
And first important vdo clip only on digicam from mobile phone goes all around the
world because cnn and bbc were just not there to film
http://www.youtube.com/watch?v=ufe1WjYnCrs

26. http://www.youtube.com/watch?v=gOLbERWVR30

27. Going together with another
trend

28. VIDEOS

29. Huge viral success, BIG idea
http://www.adweek.com/adfreak/20-most-viral-ads-2012-so-far-140576?page=2

30. To a small but GOOD idea
http://youtu.be/WxfZkMm3wcg "Web 2.0" in just under 5 minutes.
http://mediatedcultures.net

31. A Swiss Idea
http://youtu.be/dKDIT3XryOY

32. The Video Revolution
http://youtu.be/0LTPTt1wT3Y

33. Killer social media app 2010
TWEET

34. What Twitter THOUGHT to be
http://youtu.be/ddO9idmax0o

35. To what TWITTER is NOW to
the world
http://youtu.be/4AN4_N5N52U

36. What was the turning point
for Twitter?

37. In 2011 #egypt
The top hashtag was "moscow," which
became a city of protest after contentious
election results saw more and more people
call for fair elections and an end to Vladimir
Putin's control of Russia.
Other entries on the list include "freedom,"
which was used in everything from tweets
about the Fourth of July to those about
Bahrain,
and "what i miss most," a hashtag that
encourages its users to get nostalgic and
reflect on what they miss from their younger
years.

38. And what goes on right now?
Use Presentation Mode to view, Click this header to give mouse control back to PowerPoint, change slide, etc .
© SAP 2009 / Page 38

39. And as well in 2010 in Egypt
and before Iran, even China
This is a preliminary result of the network of retweets with the hashtag #jan25 at
February 11 2011, at the time of the announcement of Mubarak's resignation. If
you retweeted someone, or has been retweeted, it is possible that your username
is in this network.
http://youtu.be/2guKJfvq4uI

41. Facebook killer?
http://youtu.be/kiqDr7CFmZQ

42. Facebook vs Google+

43. What is the Killer 2011?
http://pinterest.com/lukasritzel/

46. The Impact of Consumer
Generated Media (CGM)

49. The development of NEWS from web1 to web2
Newsvine is a social news site set up like a
newspaper. In addition to allowing users to submit,
vote for, and comment on articles, Newsvine also
allows users to write their own articles and create
their own news columns.
http://www.newsvine.com/

50. The Power of Social Media

51. The voice of the internet

52. But then again..

53. Lucidending made some deeply moving, motivational
and inspirational statements. He made thousands of
readers look at life in a different perspective. He was
the reason for an enormous outporing of emotion and
love from complete strangers.

54. In the Bad as well as in the Good
http://goo.gl/2AOiW

56. Visual is the new TEXT
Condom brand Durex posted a risque bit of post-election
analysis in China,using its account on Sina Weibo, a Chinese
microblog.
The post features a picture of a smiling Michelle Obama
holding her two hands widely apart, as if measuring the size
of something. In another photo below, a less happy Ann
Romney glumly holds up one small finger.
The Mandarin-language caption says it all: "The difference
between Obama and Romney is...“
The UK-based condom manufacturer is number one in the
industry with 34% market share across 130 countries. Sure,
sex sells, but how does Durex sell such a taboo product in
foreign countries? All jokes aside, Durex is sure to play it safe.
The company developed an internal platform for its marketers
from different countries to connect and discuss the brand's
presence overseas.
Anna Valle, head of global marketing for Durex, said of the
online community, "It will help us to share the global vision, to
engage, and be more consistent." Discussion among
marketers fuels localized campaigns with an overarching
brand personality -- risque. For example, check out this recent
image Durex shared on Sina Weibo after President Obama
had been re-elected. (Fair warning: if you don't like raunchy
and/or political humor, don't click.) 12 hours after being
posted, the image was forwarded 43,000 times with over
12,000 comments.

57. The Power of Social Created Content
not only Text
Watch as of Time 2.48 photosync http://www.ted.com/index.php/talks/view/id/129

60. Social Media in 3 min
(and as well a perfect sample to wake up your management)
http://goo.gl/7qiC

61. Similar story – bad ending

62. Cool Jeans – Killer Jeans

63. The Community vs Versace

64. What does that all mean?
• The days of old fashion push marketing is gone
• The concept of static information, books,
brochures, articles, even images and simple
websites is outdated
• All such is transferred into kind of interactive
knowledge flow. The user chooses himself what
he wants to know about any product – with or
without your (corporate) help
• Corporate communication becomes informative,
comparative, experiencable and edutaining

65. Re- branding web2.0
• Today we rather speak on
a technical term Web2.0
• But as a trend or a new
channel we use the term
SOCIAL MEDIA
• But then again like Apples
„i“ all becomes 2.0 cars,
countries, travel...

66. The customer shift is
happening now – Why?
http://youtu.be/5mid8p4A6Eg

67. The End
LUKAS RITZEL
Check as well the WIKI to support this and more at
http://ggsb-jan13.wikispaces.com/home
More about LOT at www.about.me/lritzel