Web 2.0

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Attribution-Non-Commercial-Share Alike 2.0 UK

www.fossbox.org.uk | slide 1
Web 2.0 And Why?
Paula Graham
paula@fossbox.org.uk
Wait! What Was Web 1.0?
Originally, the web was made up of

pages grouped into websites
Search helped you find the sites
Websites were 'static' (or 'flat') hand-

coded and hard to change
Anyone could put up a site but you

needed technical skills
So What's Web 2.0?
The 'read write web'
Not just static pages but shareable

content
Forging links between 'nodes' to build

networks
Participation and user-generated

content
Collaborative and open

What's Social Networking?
Nodes individuals and groups
Profile or other form of online identity
Networks links between individuals

and/or groups
Services:
Collaboration tools (eg Google Docs, Huddle,

BaseCamp)
Social media (eg Facebook, YouTube,

LinkedIn, Flickr)
Social Media
People mostly think of social

networking platforms such as
Facebook or Flickr
Can also be bulletin boards,

podcasts, blogs, wikis etc
Anything where users can

participate, create and share
content
What social media can do
A simple web-presence
Consolidating and expanding 'unofficial' social

networks among your users
Promoting specific actions (petitions, direct

actions, events)
Promote and respond to user feedback
Extend outreach
Researching potential contacts

What it can't do?
Reach people who don't use social

media
Save time or guarantee success
Magically 'do it's thing' unattended
Solve all your communications

problems
Give you total control over your

'message'
What's really involved?
Be prepared to give up some control
Be prepared to invest a lot of energy and staff

time
Be prepared for a substantial learning curve
Build on your vision, aims and business planning
Your users need the skills to participate
How will you measure success?

Some common mistakes
Putting up profiles everywhere and then not using

them or even completing them
Friending all and sundry (the numbers game)
Leaping in and selling, selling, selling - without giving

anything yourself
Treating all the networks the same way (their culture

and 'demographics' vary)
Not measuring outcomes is it worth your investment?

Some pointers on good practice
Don't use social media 'for the sake of it'
Look at all your activities and see where social media could achieve
real outcomes
Don't try to use every platform
Pick the right platforms for your objectives and your target users
Understand your chosen platforms well
Cultivate friends quality, not quantity build trust
Make your contributions relevant, easy to find, share and act on
Channel enthusiasm into targeted activities which further your aims
Listen' to your users' feedback and respond constructively
A note about demographics
84% of users are aged 14-26
BMER age profile is younger than majority population
There's not much gender difference: 55% female and

45% male
BMER take-up of mobile services higher than majority

population (88-95% compared to 85%)
BMER communities less confident in using online

services but more interested in learning
Average user income and education levels vary

between platforms
Source: Marketin !ub htt":##$$$.marketinhub.in%o#social-net$orkin-demora"hics#
Source: &%com 'e"ort (Media Literac) Audit: Media literac) o% UK adults %rom ethnic minorit)
rou"s(*: htt":##$$$.o%com.or.uk#media#ne$s#200+#0,#nr-200+0,./
Most used social media:
Source: 0echCrunchies: htt":##techcrunchies.com#most-used-social-media-channels-in-200,# 1
"ercentae o% res"ondents
Social Networks : 80%
Twitter : 52%
Blogs : 45%
Online video : 36%
Bulletin Boards : 28%
Wikis : 25%
Podcasts : 12%
UK: most popular platforms
1. Facebook : 47.5%
2. Youtube : 16.63%
3. Bebo : 4.26%
4. Twitter : 2.21%
5. MySpace : 2.21%
Source: 0echCrunchies: htt":##techcrunchies.com#most-"o"ular-social-media-$ebsites-in-uk#
Most popular online activities:
1. Email
2. Social networking
3. Online Chat/IM
4. Web browsing
5. Online forums
6. Texting
7. Online discussion lists
8. Online news feeds
9. Microblogs
Source: 0echCrunchies: htt":##techcrunchies.com#most-"o"ular-social-activities-online#
UK Stats: Age
Source: iCrossin:
htt":##connect.icrossin.co.uk#social-media-demora"hics-%acebooks-irls-./22
UK Stats: Gender
Source iCrossin:
UK Stats: Income
Source iCrossin:
USA: Educational level
Source ClickMarkets:
htt":##$$$.clickmarkets.net#inde3."h"#learn#anal)sis#/2-demora"hics-oct-200,.html
Final Sanity Check:
Have you got clear objectives?
Have you got the time and skills?
Is there a champion?
Are your users net-literate?
Can you handle negative feedback?

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Web 2.0

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Licenced under Creative Commons

Attribution-Non-Commercial-Share Alike 2.0 UK

Originally, the web was made up of

Search helped you find the sites

Websites were 'static' (or 'flat') hand-

Anyone could put up a site but you

The 'read write web'

Not just static pages but shareable

Forging links between 'nodes' to build

Participation and user-generated

Collaborative and open

Nodes individuals and groups

Profile or other form of online identity

Networks links between individuals

Collaboration tools (eg Google Docs, Huddle,

Social media (eg Facebook, YouTube,

People mostly think of social

Can also be bulletin boards,

Anything where users can

Consolidating and expanding 'unofficial' social

Promoting specific actions (petitions, direct

Promote and respond to user feedback

Researching potential contacts

Reach people who don't use social

Save time or guarantee success

Magically 'do it's thing' unattended

Solve all your communications

Give you total control over your

Be prepared to give up some control

Be prepared to invest a lot of energy and staff

Be prepared for a substantial learning curve

Build on your vision, aims and business planning

Your users need the skills to participate

How will you measure success?

Putting up profiles everywhere and then not using

Friending all and sundry (the numbers game)

Leaping in and selling, selling, selling - without giving

Treating all the networks the same way (their culture

Not measuring outcomes is it worth your investment?

84% of users are aged 14-26

BMER age profile is younger than majority population

There's not much gender difference: 55% female and

BMER take-up of mobile services higher than majority

BMER communities less confident in using online

Average user income and education levels vary

Social Networks : 80%

Online video : 36%

Bulletin Boards : 28%

Have you got clear objectives?

Have you got the time and skills?

Are your users net-literate?

Can you handle negative feedback?

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