【正文】 s no accident that services such as Gmail, Google Maps, Flickr, , and the like may be expected to bear a Beta logo for years at a time – everyone is inputting. Writing for the Inter ?Setting up a blog in a Web world ?So, if this is the Blogosphere, how are we going to use it tour advantage? HOW ARE WE GOING TO NAVIGATE IN THE BLOGOSPHERE? ?With these TOOLS..... ?Web is Different Our War Room: The Star Ship Enterprise Bridge Our Strategy Developing our Strategy Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG “My audience is people who hate their jobs” Nick Denton, Gawker Strategy Space Users Peers Microchunks Network The most successful plays will generate economies along all three dimensions. Revenue Streams ? Ads – Contextual ads, microads (RSS), etc ? Google, ? Brands – Community as branding channel ? MySpace, SecondLife, Facebook ? Peer Production (Virtual) – Play for free, pay for cool stuff ? Habbo, SecondLife ? Peer Production (Physical) – Leveraging peer producers ? Zazzle, threadless ? Transactions ? eBay, SideStep, Indeed, LinkedIn ? Enterprise subsidizes consumer – Enterprise customers pay, consumers don‘t ? Skype, Technorati, Facebook Edge Competences ? What do players who realize economies have in mon? – Edge petences ? Outward facing petences at the edges of the value chain – Focused on working resources at the edges – With as little mediation as possible – To rapidly unlock value through plementarity gains – Making niches smaller and smaller, and easier and easier to find and access for petitors and plementors – EG PayPal, AdWords, Amazon reviews, (Audioscrobbler) ? Not inward facing core petences – Focused on gaining cheap access to/building barriers around scarce edge resources by monopolizing the core – To control value by controlling shelf/screen/spectrum space, marketing, billing relationships, etc – Making niches bigger and bigger, and harder and harder to access for petitors and plementors – EG Publishers: ?How can I choose the ?best‘ book/game/article/journal?‘ Edge Competences ? What do models that realize economies have in mon? – Edge petences – All of them create plasticity ? They let prosumers unbundle and rebundle info according to their expectations and preferences hyperefficiently – EG AdSense/AdWords keywords, Wikipedia articles, blog ments – Most of them create liquidity ? They enable the aggregation, revelation, amp。 the end of the software adoption cycle (the perpetual beta)。 work effects created by an architecture of participation, innovation in assembly of systems and sites posed by pulling together features from distributed, independent developers (a kind of open source development)。 Brand Integration ? As websites and blogs move closer together, recent Craigslist Job Description: ? Desired skills: JavaScript, DHTML, CSS, XML, DOM manipulation, and AJAX style munication. A strong interest in and understanding of humanputer interaction is a plus. ? We are looking for someone with a passion for building innovative user interfaces and great user experiences. Today anyone can bee an ―amateur journalist,‖ or ―media generating consumer‖ thanks to: ?Widespread broadband Inter access and the proliferation of the desktop and wireless PC ?New advertising paradigms ?Cheap, easytouse online publishing tools () ?Distribution channels, such as RSS ?Mobile devices, such as cameraphones provide visuals to go along with content Writing for the Inter Web ?Marketing ?Syndicating ?Accessibility ?Idea Propagation ?Building Conversations ?Sharing ?Affiliating Web Changing rules and evolving business models, using the Web as platform。 everyone owns it ? The Web as a platform ? Platform for open, standardsbased applications ? Platform for new development and mashups Everyone Owns Web ? Q: If everyone owns it, how do we moize it? ? A: We brand blog. (We tag everything and drive ? traffic back to our blog.) Web 39。m doing a lot bet t er in s c hool. 8. Legal Tend er is not eas ily legiblebec aus e of light c olor against t hew hit e bac k ground. 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