BA_EM Electronic Marketing. Project Class

Transcription

1 BA_EM Electronic Marketing 9. Web 2.0. Responsive design as a marketing tool. Using CRM platforms for promotion Project Class Pavel VŠFS

2 Don t argue with idiots

3 Agenda 1 History 2 Characteristics 3 Technologies 4 Concepts 5 Usage 6 Web-based apps and desktops 7 Distribution of media 10.1 XML and RSS 8 Web APIs 9 Criticism 10 Trademark 11 Web 3.0

4 Warm up question What is the biggest difference between Web 1.0 and Web 2.0?

5 History The term Web 2.0 first used in by Darcy DiNucci in article Fragmented Future The Web we know now, which loads into a browser window in essentially static screenfuls, is only an embryo of the Web to come. The first glimmerings of Web 2.0 are beginning to appear, and we are just starting to see how that embryo might develop. The Web will be understood not as screenfuls of text and graphics but as a transport mechanism, the ether through which interactivity happens. It will [...] appear on your computer screen, [...] on your TV set [...] your car dashboard [...] your cell phone [...] handheld game machines [...] maybe even your microwave oven First Web2.0 Conference Web as Platform

6 History 2006 TIME Person of The Year It's a story about community and collaboration on a scale never seen before. It's about the cosmic compendium of knowledge Wikipedia and the million-channel people's network YouTube and the online metropolis MySpace. It's about the many wresting power from the few and helping one another for nothing and how that will not only change the world but also change the way the world changes.

7 History

8 2 Characteristics Web 2.0 is more than just receiving information Evolution of the Web 1.0 by providing user interface, software, online storage, cloud computing, social networks and interactivity All through web browser in your device

9 2 Characteristics The key features of Web 2.0: Folksonomy - free classification of information A rich user experience - pages are dynamic and respond to user input by design. A user as a contributor - information flows two ways between site owner and site user Long tail - profit is realized through monthly service subscriptions more than one-time purchases of goods over the network. User participation - site users add content for others to see. Basic trust - contributions are available for the world to use, reuse, or re-purpose. Dispersion - digital resources and services are sought more than physical goods. Mass participation

10 3 Technologies Client-side (web browser) includes Ajax and Java Script frameworks can download data without refreshing website XML is used when communicating Flash, Ruby on Rails, HTML 5, Perl, Python, ASP

11 4 Concepts I. RIA Rich Internet Application experience brought from desktop to browser Ajax, Flash WOA Web-oriented architecture Social Web involvement with end user

12 4 Concepts II. - SLATES Search - Finding information through keyword search. Links - Connects information together into a meaningful information ecosystem using the model of the Web, and provides low-barrier social tools. Authoring - The ability to create and update content leads to the collaborative work of many rather than just a few web authors. In wikis, users may extend, undo and redo each other's work. In blogs, posts and the comments of individuals build up over time.

13 4 Concepts III. - SLATES Tags - Categorization of content by users adding "tags" short, usually oneword descriptions to facilitate searching, without dependence on pre-made categories. Collections of tags created by many users within a single system may be referred to as "folksonomies" (i.e., folk taxonomies). Extensions - Software that makes the Web an application platform as well as a document server. These include software like Adobe Reader, Adobe Flash player, Microsoft Silverlight, ActiveX, Oracle Java, QuickTime, Windows Media, etc. Signals - The use of syndication technology such as RSS to notify users of content changes.

14 5 Usage Social Web Podcasting Blogging Tagging Curating with RSS Social bookmarking Social networking Web content voting

15 5 Usage Social Web Library 2.0 Social Work 2.0 Enterprise 2.0 PR 2.0 Classroom 2.0 Publishing 2.0 Medicine 2.0 Telco 2.0 Travel 2.0 Government 2.0 and even Porn 2.0. What is the future of: Shopping Travelling Porn??? J

16 6 Web-based applications and desktops What examples of Web 2.0 do you know?

17 7 Distribution of media 10.1 XML and RSS and Web APIs XML and RSS Web APIs

18 There is no Web 2.0! 8 Criticism

19 9 Trademark In November 2004, CMP Media applied to the USPTO for a service mark on the use of the term "WEB 2.0" for live events. On the basis of this application, CMP Media sent a cease-anddesist demand to the Irish non-profit organization IT@Cork on May 24, 2006, but retracted it two days later. The "WEB 2.0" service mark registration passed final PTO Examining Attorney review on May 10, 2006, and was registered on June 27, The European Union application (which would confer unambiguous status in Ireland) was declined on May 23, 2007.

20 Examples of websites (incl. responsive) Google Docs Prezi Wordpress Dropbox Twitter Responsive Sausage dog Activate water -

21 10 Future - Web 3.0 Features: Semantic Personalization Web 3.0 is web 2.0 with profitable business model! Jessi Hempel, CNN Money

22 Project Time Home-Work

23 Project Create web 2.0 marketing strategy Assign roles / positions (CEO, CMO, PM,...) Select oneoffollowingtopic: New wellnes product Health Pills Ski School for kids chainof Ski schools

24 Project Create (on the paper, ppt, prezi, skydrive,...) Name of the product SWOT of entering the market STP (Segmentation, Targetting, Positioning) 4P of selected product Media plan (What, where, when, to who) Pricingstrategy (skimming,...) Present it to the class next time