The slides from a presentation given to the PR Network Event in Leeds on 26 February 2010, organised by the Association of Business Schools. Images used are used under the Creative Commons license; attributions at the end of the presentation.

1. Business Schools 2.0 PR 2.0 Web 2.0 ABS: PR Networking Event Leeds - 26 February 2010 Ronan Gruenbaum

2. PR – what is it? “The management of good relationships with an organisation’s audiences” Toby Roe Corporate Communications Director Ashridge

3. Web 2.0 – what is it? What is Web 1.0 (or Web 0.0)? Large organisations talking to us, the users. This includes corporate websites acting as electronic brochures, catalogues and journals. Web 2.0? Us, talking to each other.

4. Web 2.0 Summit 2004

5. O’Reilly Media

6. Web 2.0 – what is it? The term ‘Web 2.0’ was coined by Tim O’Reilly in 2003, which he now defines as: Services, not packaged software, with cost-effective scalability Control over unique, hard-to-recreate data sources that get richer as more people use them Trusting users as co-developers Harnessing collective intelligence Leveraging the long tail through customer self-service Software above the level of a single device Lightweight user interfaces, development models, AND business models

7. Chris Anderson / Wired Magazine

8. The Long Tail The Long Tail

9. Web 2.0 – what is it? Wikipedia defines Web 2.0 as: “a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis and folksonomies — which aim to facilitate collaboration and sharing between users”

10. Web 2.0 vocabulary

11. Web 2.0 Logos

12. Web 2.0 – so what is it? Blogging Wikis Online collaboration and sharing among users. Social networking sites Folksonomies (categorising and tagging by users) – social bookmarking RIA RSS Twitter Mash-ups Podcasting Widgets Virtual Worlds

13. New Ashridge website

14. www.ashridge.org.uk

15. Statistics – going up?

16. Imagine the HomePage is the Ashridge building

17. Ashridge in 5000 Acres of forest

25. Empty road to Ashridge

26. Empty road to Ashridge 2

27. Google Maps

28. Mash-up

29. Mash-Ups “In technology, a mashup is a web application that combines data from more than one source into a single integrated tool; an example is the use of cartographic data from Google Maps to add location information to real-estate data from Craigslist, thereby creating a new and distinct web service that was not originally provided by either source.” Wikipedia

30. N2 – Houses – Bishops Avenue

31. Google Earth

32. This is about Optimising your website for Search Engines Google, Yahoo!, MSN etc. use complicated algorithms to decide which website is the most valid for that particular search. They consider site infrastructure, content, popularity etc. Search Engine Optimisation

33. The aim is to rank No.1 when people search for your core topic. Search Engine Optimisation

34. Online Publications The great advantage of online publications and newsletters is that they don’t have to show everything at once. They can be brief introductions or contents lists: If the reader is interested, they can click through to more information. If they’re not interested, they can move on to the next item.

35. Alumni E-Newsletter

36. Corporate News

38. Statistics

39. Google’s Adwords are the text adverts that appear at the top or on the right of search results: Google Adwords

40. Cost Offline Marketing: ½ page ad in The Economist: £8000 for one week only Circulation figures: 1.3M worldwide but no knowledge of who is reading or how to follow up. Online Marketing: Google Adwords: Over 7000 click-throughs for £8000 Over 8 million impressions Highly targeted – you are only seen by those who are searching for you Email Marketing: Send over 1,000,000 direct emails Industry standard open rates: 12%-20% Have data that can be followed up on over 120,000 prospects!

41. …so what is Web 2.0?

42. Web 2.0 – so what is it? Blogging Wikis Online collaboration and sharing among users. Social networking sites Folksonomies (categorising and tagging by users) – Social Bookmarking RSS Mash-ups Podcasting Widgets Virtual Worlds Twitter

43. Blogs

44. Definition: Blogs ‘Web Logs’ – originally online journals that are easy to create and update with no programming knowledge. Regularly updated forums, diaries and news sites can now count as blogs. They are not just text entries. They can include photos, videos and audio recordings, and can employ RSS Feeds to allow readers to be notified of all updates. Blogosphere - the collection of all Blogs on the Internet. Technorati, the Blog search engine, now claims to be tracking 112.8 million blogs and over 250 million pieces of tagged social media.

45. Sliced Bread – the sequel?

46. Eve Poole’s blog

47. Andrew McAfee blog

48. HBR Blogs

49. Women in Leadership blog: IE

50. Insead blog

52. Inside the London MBA

53. Judge MBA Blogs

54. MBA Blogs – Takashi Tsutsumi

55. Johnson & Johnson blog

56. Cabinet Office blog

57. Marriot blog

58. Blogging – is it a corporate blog? If it’s a corporate blog, make it clear.

59. Woolamaloo Gazette blog

60. Jeff Jarvis and Dell Hell

61. Dell Hell in 2005

62. Ashridge on Sustainability

63. Ashridge Research

64. Blogging summary Blogging is good. We like blogging. But: Make it real – don’t use PR-speak! Update it regularly Get your faculty on side... Change your performance reward system? Be aware of your students’ blogs Decide how to deal with employees who step over the line in their blogs If you want to encourage your employees or customers to blog, are you prepared to take the good with the bad?

65. Twitter

66. Twitter – what is it? Social networking and microblogging service utilising instant messaging, SMS or a web interface. (Twitter) Answer the question “What are you doing now?” in 140 characters or less. Follow people (and see what they Tweet). Tag subjects (with a #). Mention people (with a @). ReTweet (forward) other messages (with a RT) Join the MULTILOGUE (the many talking to the many).

67. Sarah Lacy and Mark Zuckerberg at SXSW http://tinyurl.com/25z72l

68. Sarah Lacy on Business Week

69. The only thing worse than being talked about is not being talked about. Oscar Wilde

70. Sarah Lacy - author

71. Stephen Fry Tweet from Lift

72. Stephen Fry in Lift photo

73. Aung San Suu Kyi – Twitter used to help get information out during Burmese crackdown

74. Business use of Twitter

75. Ashridge MBA

76. Dell Outlet - Twitter

77. Dell Outlet: over $2M

78. Yammer – for organisations

79. WIKI

80. Wiktionary.org

81. Wiki bus

82. Swahili Wiki

83. Old fashioned Wiki

84. Ashridge MBA Ops wiki

85. Pink Pansies Wiki

86. Online collaboration and sharing among users

87. Wikiversity

88. Wikiversity Business School

89. Web 2.0 at Wikiversity

90. Thinker

91. Classroom / Lecture Hall

92. Google Webinar

93. Google Webinar 2

94. Wikinomics

95. Goldcorp Inc. Goldcorp mining offered $575,000 in prize money to anyone in the world who could successfully identify where undiscovered gold might lie. Retired geologists, graduate students and military officers around the world chipped in. They recommended 110 targets, half of which Goldcorp hadn't previously identified. Four-fifths of them turned out to contain gold. Since then, the company's value has rocketed from $100m to $9bn.

96. IBM Power of Many

97. Eli Lilly Eli Lilly, faced with the decline in revenues from Prozac, launched “Research without walls” in the mid-90s to create a network of external researchers in biotech, academia and so on. Eli Lilly then launched ‘InnoCentive’ to bring problems (from companies) and solutions (from independent scientists) together. It now boasts 110,000 solvers in more than 175 countries. Eli Lilly has generated almost $2billion in revenues from projects resulting from its “Research without walls”.

98. Innocentive

99. Airbus A380

100. Airbus A380 Wings - cut overall lead time on wing production by 41 weeks (36%).

101. Open Source Initiative

102. Linux

103. Mozilla

104. Outsource all tasks, research – to individuals around the planet?

105. Social Networking

106. Social Networking Lists of all your contacts, friends and/or family in an online community, where you can gain ‘introductions’ to your contacts’ contacts, your contacts’ contacts’ contacts and so on.

107. LinkedIn.com

108. FT Executive Membership Forum

109. Etheryl.com / Netapply

110. Arup Intranet/Directory

111. Arup Intranet/Directory

112. Arup Intranet/Directory

113. E-Sharing EMBA

114. MySpace.com

115. Facebook.com

116. Ashridge MBA on Facebook

117. Ernst & Young Careers - Facebook

118. Accenture India - Facebook

119. LinkedIn Alumni Group

120. Bebo.com

121. Isn’t Bebo for Babies?

122. Anything that is in the world when you're born is normal and ordinary and is just a natural part of the way the world works. Anything that's invented between when you're fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it. Anything invented after you're thirty-five is against the natural order of things. Douglas Adams

123. Who uses Social Networking?

124. Slideshare.com – to share slides!

125. Flickr.com - photos

126. YouTube.com – for videos

127. Folksonomies Tagging Social Bookmarks

128. Folksonomies / Tagging [As opposed to standard classification systems, or ‘taxonomy’] Folksonomies are the categorisation by users of all kinds of content, using ‘tags’ Taxonomy can benefit from folksonomy by getting users (employees, customers, students…) to tag articles, books, reports, presentations, products and services, thus making them easier to find for other users...

129. Tagging and bookmarks on the Consulting website

130. Tagging on Flickr

131. Bookmarks on BBC website

132. Del.icio.us

133. VLRC Global Perspectives

134. Amazon feedback

135. Rating on VLRC

136. Mediafed – 29 bookmarks

137. RSS feeds

138. RSS Feeds RSS = Really Simple Syndication A system that allows a user to be automatically notified (through the RSS Reader they install on their computer) whenever particular websites (including blogs or podcasts) are updated. It avoids the need to visit different websites every day to check the content.

139. RSS Feeds Set up a feed for your class online portal so that all students can be automatically notified when new content is available. Reduce the email clutter!

140. RSS feeds on Ashridge website

141. RSS feeds on Ashridge aggregator

142. iGoogle RSS reader

143. Podcasts

144. Podcasting Downloads of audio or video content that can be listened to later on a computer or transferred to an mp3 player (etc.). Not to be confused with ‘streaming’ where you listen to the audio/watch the video as it comes directly from the provider’s website and cannot be stored on your own machine. However, they are far more complicated than Blogs to set up and don’t generally allow interactivity. They can be one-off recordings or a series of episodes, which users can automatically download.

145. Jonas Riderstrale podcast

146. MSc Sust. podcast

147. WWF Podcast

148. Vlrc - podcasts

149. Harvards 50 Lessons

150. Audio books on VLRC

151. Widgets

152. Widgets Small programs (or interactive virtual tools) that are ‘bolted on’ to existing applications. They can be used on your Operating System, on programs such as Google Desktop, or on personalisable websites such as iGoogle and Facebook. Widgets tend to be spread through viral networks. Create a widget that promotes your school and you can reach hundreds of thousands of prospective students with minimal cost.

153. Ashridge Aggregator

154. iGoogle

155. iGoogle Widgets

156. Virtual Worlds

157. Virtual Worlds Virtual worlds, such as SecondLife.com, There.com and EntropiaUniverse.com, allow real-time interaction with other users. You create a virtual person (an ‘avatar’) and can buy and sell property and other products and services. SecondLife has 1.6 million regular users, and $1.2 million is spent in the virtual world every day.

158. Entropia Universe enters China

159. Green book AVW – virtual worlds

160. Virtual Worlds Registered Accounts

161. There.com Copyright 2007, Makena Technologies All rights reserved.

162. Entropia Universe Copyright 2007, Mind Ark AB. All Rights Reserved.

163. Second Life Copyright 2007, Linden Research, Inc. All Rights Reserved.

164. Second Life has terrorism

165. Second Life has protests

166. IBM on SecondLife

167. KZERO – Consulting for Virtual worlds

168. Julie Shannan – first virtual graduate Texas State Technical College's virtual college (vTSTC) in Second Life announces the first known student to graduate from a certificate program taken entirely in a virtual environment. Julie Shannan graduated with a certificate in digital media on Wednesday, May 6, 2009.

169. SL entrance to Ashridge

170. Ashridge entrance

171. SL entrance to Ashridge 2

172. Ashridge entrance 2

173. SL Ashridge from air

174. Ashridge from Air

175. SL great hall at Ashridge

176. Great hall at Ashridge

177. SL South side at Ashridge

178. South side at Ashridge

179. SL Chapel steeple

180. Ashridge steeple

181. Squirrel

182. Italian Garden

183. Seosamh Houston

184. The black avatar

185. Maslow’s Hierarchy of Needs 8

186. Maslow’s Hierarchy of Needs 2

187. Maslow’s Hierarchy of Needs 4

188. NHS London 1

189. NHS London 2

190. NHS London – 2 passers-by

191. NHS London 4 – the Tube

192. NHS London 5 - STRESS

193. Hallucinations Building -UCDavis

194. Hallucinations Building –UCDavis 2

195. 16 Ways to use SL Data Visualisation (Eg: DNA strands) Interactive Library (Eg: more interactive versions of Learning Objects) Connection/Conferencing Role Playing (Eg: language classes; legal negotiation/courtrooms) Simulation (Eg: to see effects of vision impairment; schizophrenia) Games for learning Soft-Skill Development (Eg: Leadership/Teamwork) Research (Eg: business scenarios, identity issues) Virtual Tourism/Field Trips (Eg: Sistine Chapel, Louvre, etc.) Social Device (Eg: virtual parties) Anonymity (to allow students to discuss issues with more honesty and freedom) Machinima Creation (filming videos ‘in-world’) Recruitment (both for student numbers; and for jobs) Marketing/Promotion (of courses, events or any other issue) Building for building’s sake (creativity/technical skills) Virtual Action Learning (Open Learning Environment) Michele Ryan, Department of Management Learning & Leadership, Lancaster University

196. So what?

197. Barack Obama

198. Obama Social Network

199. Business week – Election won through Social media

200. Worst Recession since depression?

201. Bright sunny future?

202. Don’t get caught with your pants down

203. 2x2 Matrix: 60Second Online University Frequent Updates Casual Professional Infrequent Updates Adapted from: 60 Second Online University (Jamie Turner)

204. Exercise / Find the balance

205. Creative commons logo

206. Creative Commons - Photos Tim O’Reilly: mil8 http://www.flickr.com/photos/mil8/292848286/ The Long Tail: Keng http://flickr.com/photos/kengz/561116161/ Chris Anderson: Pieter Baert http://www.pieterbaert.be Westin N Michigan Hotel: misocrazy http://www.flickr.com/photos/misocrazy/19710826/ Turkish Street Café: Joguldi http://www.flickr.com/photos/landschaft/69402085 Web 2.0 Map: Luca Cremonini http://www.railsonwave.com/assets/2006/12/25/Web_2.0_Map.svg Branding Irons: robstephaustralia http://www.flickr.com/photos/robandstephanielevy/2247243166/ Wikibus: cogdogblog http://www.flickr.com/photos/cogdog/19490596/ Barack Obama: JTImages http://flickr.com/photos/jmtimages/3004717988/ Low-Tech Wiki: Tom (hmm a rosa tint) http://www.flickr.com/photos/thedeplorableword/197025522/ Uni Westminster: sara~ http://www.flickr.com/photos/sararichards/141239248/ WikiMart: cogdogblog http://www.flickr.com/photos/cogdog/1627257/ The Thinker: Octal Khan http://www.flickr.com/photos/octalkhan/313675241/ Lecture Hall: ahyang http://www.flickr.com/photos/ahyang/276308213/ Airbus A380 Flight: nic0 http://flickr.com/photos/nic/148854135/ Airbus A380 Wing: NguyenDai http://www.flickr.com/photos/nguyendai/694158734/ Working from home: Stompy http://www.flickr.com/photos/stompy/4857911/ Creative Commons Logo: Claudio Schwarz http://www.flickr.com/photos/purzlbaum/239202519/ Child in Field: Hartp http://flickr.com/photos/hartp/460180449/ Exercise – Balance: DrJimiGlide http://flickr.com/photos/drjimiglide/2492566130/ Exercise - Gay Parade: Franco Folini http://flickr.com/photos/livenature/177452444/ Blue Clouds: Papalars http://flickr.com/photos/papalars/547287880/ Normal Distribution: Jakobpunkt http://flickr.com/photos/jakobpunkt/2928645744/ Suitcases: Masochismtango http://flickr.com/photos/masochismtango/2186726069/ Thank You: Rustman http://flickr.com/photos/russmorris/2486506322/ American Depression: Margaret Bourke-White http://www.masters-of-photography.com

207. You live and learn. At any rate, you live. Douglas Adams

208. Thank You

209. Ronan Gruenbaum Email: ronan.gruenbaum@ashridge.org.uk Tel: +44 (0)1442 841012 You can also find me on: LinkedIn Facebook TechnoWaffle.blogspot.com Twitter (SealTree) Skype (PapaPulpo) ronan.gruenbaum@gmail.com