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BA_EM – Electronic Marketing 9 . Web 2.0. Responsive design as a marketing tool. Using CRM platforms for promotion

BA_EM – Electronic Marketing 9 . Web 2.0. Responsive design as a marketing tool. Using CRM platforms for promotion Project Class. Pavel Kotyza @ VŠFS 19. 11. 2013. Don ’ t argue with idiots. http ://vitaminl.tv/video/885?ref = fbs. Agenda. 1 History 2 Characteristics

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BA_EM – Electronic Marketing 9 . Web 2.0. Responsive design as a marketing tool. Using CRM platforms for promotion

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  1. BA_EM – Electronic Marketing9. Web 2.0. Responsive design as a marketing tool. Using CRM platforms for promotionProject Class Pavel Kotyza @ VŠFS 19. 11. 2013

  2. Don’t argue with idiots • http://vitaminl.tv/video/885?ref=fbs

  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. HomeworkWas AT&T’s banner 1st clickable ad ever?

  5. Web 2.0 history

  6. Warm up question • What is the biggest difference between Web 1.0 and Web 2.0? • Winners wins --- you know what 

  7. 1 History • 1999 - 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 [...] hand-held game machines [...] maybe even your microwave oven.” • 2004 – First Web2.0 Conference – Web as Platform

  8. 1 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.”

  9. 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”

  10. 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

  11. 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

  12. 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

  13. 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.

  14. 4 Concepts III. - SLATES • Tags - Categorization of content by users adding "tags"—short, usually one-word 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., folktaxonomies). • 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.

  15. 5 Usage – Social Web • Podcasting • Blogging • Tagging • Curating with RSS • Social bookmarking • Social networking • Web content voting

  16. 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 ??? 

  17. 6 Web-based applications and desktops • What examples of Web 2.0 do you know?

  18. 7 Distribution of media 10.1 XML and RSS and Web APIs • XML and RSS • Web APIs

  19. 8 Criticism • There is no Web 2.0!

  20. 9Trademark • 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-and-desist 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, 2006. The European Union application (which would confer unambiguous status in Ireland) was declined on May 23, 2007.

  21. Examples of websites (incl. responsive) • Google Docs • Prezi • Wordpress • Dropbox • Twitter • Responsive Sausage dog • http://rsd.joshemerson.co.uk/ • Activate water - http://activatedrinks.com/

  22. 10 Future - Web 3.0 • Features: • Semantic • Personalization • “Web 3.0 is web 2.0 with profitable business model!” • JessiHempel, CNN Money https://www.youtube.com/watch?v=FM17x018uhk

  23. Project Time a.k.a. TIM time

  24. Project • Creategroupsof 3/4 people • Assignroles / positions (CEO, CMO, PM,...) • Selectoneoffollowingtopic: • New tea on the market –selectbrand and type • Ski Park / Ski Schoolforkids–chainof Ski schools • SpecialTravelAgency–toystravellingaroundtheworld • New Mobile Operator–virtual mobile operator

  25. Project • Create(on thepaper, ppt, prezi, skydrive,...) • Nameoftheproduct • SWOT ofenteringthe market • STP (Segmentation, Targetting, Positioning) • 4P ofselectedproduct • Media plan (What, where, when, to who) • Pricingstrategy (skimming,...) • Presentit to theclass in __ minutes

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