missing link

What is Web 3.0? Characteristics of Web 3.0

2009 06 16 What Is Web 3.0

2009 06 16 What Is Web 3.0 – Presentation Transcript

  1. What is Web 3.0? Dr. Augustine Fou June 16, 2009. June 16, 2009.
  2. Evolution of the Internet microprocessor 40 yrs 10 yrs 20 yrs 5 yrs present web internet 2.5 yrs social networks e-commerce 1.5 yrs Web 1.0 Web 2.0 Web 3.0? June 16, 2009.
  3. Evolution of the “Web” content commerce search social networks social content social search social commerce As each stage reaches critical mass, the next stage is tipped into present June 16, 2009.
  4. Key Characteristics present web 1.0 web 2.0 web 3.0
    • Speedy
    • more timely information and more efficient tools to find information
    • Collaborative
    • actions of users amass, police, and prioritize content
    • Trust-worthy
    • users establish trust networks and hone trust radars
    • Content
    • content destination sites and personal portals
    • Search
    • critical mass of content drives need for search engines
    • Commerce
    • commerce goes mainstream; digital goods rise
    • Ubiquitous
    • available at any time, anywhere, through any channel or device
    • Individualized
    • filtered and shared by friends or trust networks
    • Efficient
    • relevant and contextual information findable instantly

June 16, 2009.

  1. Illustrative Examples – retail/shopping present web 1.0 web 2.0 web 3.0
    • what friends bought or want to buy
    • drag-to-share items which friends know friends are looking for
    • item collections
    • value in the aggregation

overstock.com amazon.com FB app: MyFaveThings

    • contextual reviews
    • reviews of reviews
    • what others bought
    • individualized recommendations

June 16, 2009.

  1. Illustrative Examples – social networks present web 1.0 web 2.0 web 3.0
    • aggregates all your online identities
    • syndicates all your updates to all social networks
    • social actions visible to friends
    • trust networks across geography, time, and interests
    • collection of personal homepages

geocities.com facebook.com peoplebrowsr.com June 16, 2009.

  1. Illustrative Examples – restaurant reviews present web 1.0 web 2.0 web 3.0
    • Yelp content vetted through a user’s trust network and individual recommendations made based on situation and need, in real-time
    • user submitted reviews
    • related items based on similarity of user preferences
    • infrequent publication
    • centralized editorial control

zagat‘s yelp need reco for great Italian + GPS + Yelp 5-star Babbo, been there, love it June 16, 2009.

  1. Illustrative Examples – photos present web 1.0 web 2.0 web 3.0
    • real-time, contextual “do you like this knit shirt?”
    • friends give immediate feedback
    • share photos with friends and strangers
    • enable visitors to tag and comment
    • individual albums

kodakgallery.com flickr.com ? June 16, 2009.

  1. Illustrative Examples – real estate present web 1.0 web 2.0 web 3.0
    • information vetted by fellow users, recommended directly an in context
    • listings plus relevant information like school zones, comparable sales, alerts
    • listings based on parameters

corcoran.com streeteasy.com trulia iphone app June 16, 2009.

  1. Illustrative Examples – encyclopedia present web 1.0 web 2.0 web 3.0
    • content is ubiquitous and available through any channel or device
    • trust network proactively forwards relevant info to user who needs it
    • created, updated, and edited (policed) by user actions
    • digitized version of printed encyclopedia

britannica.com wikipedia.com chacha.com June 16, 2009.

  1. Illustrative Examples – online coupons present web 1.0 web 2.0 web 3.0
    • coupons delivered contextually and proactively when user needs it (without the user even asking for it)
    • instant feedback
    • community action makes it more accurate and useful for others
    • collection of online coupons – value in the aggregation

dealcatcher.com retailmenot.com June 16, 2009.

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the “always availableness” of information has reshaped the habits and expectations of modern consumers

ambient findability – modern consumers expect to be able to find the information they want from whatever device they have, whenever they want to. 


Excerpt from “missing link marketing” article

The “ambient information” available today also empowers customers to do as much (or as little) research as they want before they decide to make any purchase. The abundance of such information drowns out the interruptive ads that advertisers push out and modern users have come to expect more information than could be delivered in TV spots, print ads or radio spots. The objectivity of this information (i.e. not crafted by advertisers) makes it seem more trustworthy in the eyes of customers. The “always-availableness” of this information makes it more useful to consumers because they can find it when they want it rather than be hit with it when they don’t — e.g. when checking email, watching TV, etc.


Tuesday, January 20th, 2009 digital, marketing, missing link No Comments

Marketing in the Age of Digital – Missing Link Marketing

Traditional forms of advertising start with the advertiser, their product, and the message they want to PUSH out to target customers. Marketing in the new Age of Digital requires something different. The most successful forms of “new” marketing starts with the consumer and their information needs. Modern consumers are in the habit of searching for information and doing research in order to make an informed purchase decision and will no longer simply take the advertisers’ word for it or simply trust the ad message pushed at them. They have different missing links – bits of information they need — during their research process.  The following article explores this topic in more depth …

By:  Dr. Augustine Fou


The right info, at the right time, to the right person, through the right device.
So, couldn’t every person have a different missing link? Yes. Doesn’t that mean that it would be very hard if not impossible to identify every customer’s missing link, let alone solve it? Yes. And even if we could identify each user’s missing link, wouldn’t it be cost-prohibitive to get a message out to each individual addressing his missing link? Yes.

All of the above would be unfathomable in the age of one-way media. But in the new digital landscape there are new tools, services, and methods which can help solve these missing links; these were simply not available in the “one-way media” world. For example, while conversations were always happening around water-coolers, no one but the parties to the conversation could hear it. Now, more and more such conversations are happening online and are “archived” in forums, social networks, and blogs for everyone to see. Marketers simply have to look at what questions people are asking of each other to pick out some missing links — e.g. the “is PCI-Express 2.0 backward compatible” question. Marketers may even get clues to how to solve some of the missing links. For example, dozens of reviews of a digital camera by real people who have actually used it may yield the answer to the “what battery does it use” question and even suggest a real-life usage scenario benefit like “because the camera uses standard AAA batteries, you can find AAA batteries at any convenience store or gas station along the way, a major convenience in case you forgot your charger!”
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Thursday, January 15th, 2009 digital, marketing, missing link 1 Comment

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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