what is web 3.0 and how is it different than web 2.0 and eras before? what are the trends that embody consumers' expectations and changes in habits?

1. What is
Web 3.0 Dr. Augustine Fou
http://bit.ly/augustinefou
Marketing Science Consulting Group, Inc.
June 16, 2009. 1

2. Evolution of the Internet
40 yrs 20 yrs 10 yrs 5 yrs 2.5 yrs
1.5 yrs
microprocessor
internet web
e-commerce
social networks
present
Web 1.0
Web 2.0
Web 3.0?
June 16, 2009.
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3. Evolution of the “Web”
As each stage reaches critical social commerce
mass, the next stage is tipped
into … social search
social content
social networks
commerce
present
search UPDATED: April 2012
content
June 16, 2009.
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4. Key Characteristics
web 1.0 web 2.0 web 3.0
• Content • Speedy • Ubiquitous
content destination sites more timely information available at any time,
and personal portals and more efficient tools anywhere, through any
to find information channel or device
• Search • Collaborative • Individualized
critical mass of content actions of users amass, filtered and shared by
drives need for search police, and prioritize friends or trust networks
engines content
• Commerce • Trust-worthy • Efficient
present
commerce goes users establish trust relevant and contextual
mainstream; digital networks and hone trust information findable
goods rise radars instantly
June 16, 2009.
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5. Retail
web 1.0 web 2.0 web 3.0
overstock.com amazon.com FB app: MyFaveThings
• item collections • contextual reviews • what friends bought or
• value in the aggregation • reviews of reviews want to buy
• what others bought • drag-to-share items which
present
• individualized friends know friends are
recommendations looking for
June 16, 2009.
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6. Social Networks
web 1.0 web 2.0 web 3.0
geocities.com facebook.com peoplebrowsr.com
• collection of personal • social actions visible to • aggregates all your online
present
homepages friends identities
• trust networks across • syndicates all your updates
geography, time, and to all social networks
interests
June 16, 2009.
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7. Restaurants
web 1.0 web 2.0 web 3.0
zagat‘s yelp need reco for
great Italian
+ GPS
+ Yelp 5-star
Babbo, been
there, love it
• infrequent publication • user submitted reviews • Yelp content vetted through
present
• centralized editorial • related items based on a user’s trust network and
control similarity of user individual
preferences recommendations made
based on situation and
need, in real-time
June 16, 2009.
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8. Photos
web 1.0 web 2.0 web 3.0
kodakgallery.com flickr.com ?
• individual albums • share photos with friends • real-time, contextual “do you
present
and strangers like this knit shirt?”
• enable visitors to tag and • friends give immediate
comment feedback
June 16, 2009.
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9. Real Estate
web 1.0 web 2.0 web 3.0
corcoran.com streeteasy.com trulia iphone app
• listings based on • listings plus relevant • information vetted by fellow
present
parameters information like school users, recommended directly
zones, comparable sales, an in context
alerts
June 16, 2009.
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10. Encyclopedia
web 1.0 web 2.0 web 3.0
britannica.com wikipedia.com chacha.com
• digitized version of • created, updated, and • content is ubiquitous and
present
printed encyclopedia edited (policed) by user available through any
actions channel or device
• trust network proactively
forwards relevant info to
user who needs it
June 16, 2009.
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11. Online Coupons
web 1.0 web 2.0 web 3.0
dealcatcher.com retailmenot.com
• collection of online • instant feedback • coupons delivered
present
coupons – value in the • community action makes contextually and
aggregation it more accurate and proactively when user
useful for others needs it (without the user
even asking for it)
June 16, 2009.
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12. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is Chief Digital Strategist of
Marketing Science Consulting Group, Inc., a company
he founded over 11 years ago. He is an industry-
recognized thought leader in digital strategy,
search and social media marketing and former
Group Chief Digital Officer of Omnicom's Healthcare
Consultancy Group.
Dr. Fou is also an Adjunct Professor at NYU in the
School for Continuing and Professional Studies and at
Rutgers University at the Center for Management
Development, where he teaches courses on digital
strategy, social media marketing to executives. He is a
frequent panelist, moderator, and keynote speaker.
Dr. Fou completed his PhD at MIT at the age of 23. He
started his career with McKinsey & Company. He
writes a monthly column on Integrated Marketing for
ClickZ.com, and can be found on Twitter.com @acfou.
June 16, 2009. acfou@mktsci.com 12