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1、U2,,,,,,Activation,,Activation _main,,,,,,,,,,,2,3,,,,,,,,,,1,3,,,,,,,,,,3,Do You Know These Sites?,Word Meaning Guess,Theme of the Unit,Activation,,Activation _1.1,Ma Yun is thinking about these. What about you?,Internet,e-business,consumerism,Activation,,Activation _1.2,Boom,Traffic,Portfolio,Whim

2、,Do you know these words? Guess their meanings through the corresponding pictures.,Activation,,Activation _1.3,Do you know these web sites? How can you make use of them?,Activation,,Activation _1.4,Buzzlogic,is an online advertiser. "Buzz" means what people are excitedly talking about. Obviously,Buz

3、zlogic,aims to find logic in people's online conversations,,,track popular topics, help its clients make advertisements and influence potential consumers' buying behavior.,Activation,,Activation _1.5,The internet can be regarded as the thickest and an ever-growing book that you can ever lay your han

4、d on. Find it really a hassle to organize and memorize what you read online?,delicious,is one of your handiest tools. It is an social bookmarking service which makes your online reading experience tasty and "delicious".,Activation,,Activation _1.6,Sure,,Salesforce,is to boost your sales, but what is

5、 the cloud in the logo for?,Salesforce,offers CRM (Customer Relationship Management) solutions. However, it does not provide you with an expensive and mysterious software and keep pestering you to update and maintain it. All is done online. This is the so-called cloud service.,Detailed Reading,,Text

6、 I_ warm up1,Warm-up,,Background,,The Internet is rapidly evolving from a channel for content distribution to a platform for activity — collaboration, publishing, sharing and innovation. It has currently undergone a comprehensive software upgrade, representing several initiatives collectively known

7、as "Web 2.0." … Simplicity and convenience are driving the rapid adoption of Web 2.0. In 2005 I started reading the blog of the CEO of Sun Microsystems, Jonathan Schwartz. At that time he said, "Simplicity changes the world. Convenience is a force multiplier.",,,Kathleen Gilroy,TEXT I,Text I_ warm u

8、p2,Detailed Reading,,Warm-up,,Background,,Questions for Discussion:,,,1. What do you think the Internet brings to humankind: convenience or trouble? Why?,,,,,,2. Have you ever heard of Web 2.0? What are the main features of it?,I think the Internet brings more trouble. I used to fill only a paper f

9、orm to finish registration. Now, I have to fill two forms, one online, one in paper.,Web 2.0 is described as the second generation of the Internet. It features information sharing, user-centered design and collaboration online.,TEXT I,Text I_ warm up3,Detailed Reading,,Warm-up,,Background,,3. Do you

10、 know any other expressions to represent different versions of a website, a software or a service?,The most commonly seen representation of versions is number, for example: Web 2.0, KMPlayer 2.9.4.1435, etc. However, there are other expressions, like "G" for "generation" in "3G" and "Beta" for trial

11、 version in "Google Chrome (BETA)". There are tons of such jargons to represent the different versions of software and websites. You may explore them yourself online.,TEXT I,Text I_,BG_ main,,,Detailed Reading,,Warm-up,,Background,,,,,,,,,,,2,3,,,,,,,,,,1,What Is Google AdWords?,About the Author,TEX

12、T I,Text I_,BG_1,Detailed Reading,,Warm-up,,Background,,About the Author — Denise J. Deveau,Denise J. Deveau is an established freelance writer in the North American business and technology sectors. She has more than two decades of communications experience, so she could capably handle a wide variet

13、y of writing, research and publication work in such fields as high technology, finance, retail, education, industrial, and consumerism. Her articles could be frequently seen in newspapers, magazines, corporate brochures, press releases and newsletters.,TEXT I,Text I_,BG_2.1,Detailed Reading,,Warm-up

14、,,Background,,What is Google AdWords?,With Google AdWords, you can create and run ads for your business, quickly and simply. Run your ads on Google and its advertising network — no matter what your budget, you'll only pay when people click your ads.,,AdWords ads are displayed along with search resu

15、lts when someone searches Google using one of your keywords. Ads appear under "Sponsored links" in the side column of a search page. That way, you'll be advertising to an audience that's already interested in your business.,Do you know anything about Google AdWords? What is it and how can you benefi

16、t from it?,TEXT I,Text I_,BG_2.2,Detailed Reading,,Warm-up,,Background,,,This is where your ads appear.,TEXT I,Make your ads → Add keywords → Your Ads appear beside the keyword search results → Potential consumers click your ads,Text I_,BG_3.1,Detailed Reading,,Warm-up,,Background,,TEXT I,To launch

17、Google AdWords service, you have to pay an activation fee of only,￥,50.00. Furthermore, every click on your ad costs you,￥,0.08 (as of 2010). The price sounds acceptable, right?,Text I_ DR_1,,,Detailed Reading,,Warm-up,,Background,,TEXT I,Where There,'s a Web, There's a Way:,,A Business Guide to Get

18、ting Social,Denise J. Deveau,,Kathleen Gilroy, cofounder of Swift Media Networks in Boston, eats, lives and breathes Web 2.0.,Not only is her latest business,venture,focused on Web 2.0 services for conferences, but she,',s also used just about every Web-based tool there is to run her own various,sta

19、rtups,. With five full-time staff members, she has become a,well-seasoned,user of blogs, wikis,,collaboration,tools and just about any other free or low-cost service she can make use of.,,,,,,Text I_ DR_2,Detailed Reading,,Warm-up,,Background,,TEXT I,"What's interesting about Web 2.0 is that it giv

20、es you,access,to markets a small-business owner couldn't normally reach," Gilroy told the,E-Commerce Times,.,,,Right now, her application "portfolio" includes:,,,? A wiki to,coordinate,efforts between programmers in Boston, Idaho and the Ukraine;,,,? Basecamp, a Web-based project management tools (a

21、bout US$40 a month);,,,? Highrise to track contacts and activities (much like a small business version of S); and,,,? A collection of Google (Nasdaq: GOOG) tools (e.g. Google Docs spreadsheets, Google Notebook for blogging,,Google AdWords,for keyword searches, etc.).,,,,Text I_ DR_3,Detailed Reading

22、,,Warm-up,,Background,,TEXT I,On occasion she even touches base with people through Facebook and LinkedIn; and she's a fan of,the likes of,Twitter microblogging and del.icio.us social bookmarking service.,,Blogs for Dogs,,,,Gilroy has also applied her Web 2.0 thinking to help out a friend whose dog

23、breeding business,went downhill,when some more tech savvy competitors made their names known.,All it took was setting up a blog and registering the right keywords with Google AdWords, and business was soon booming again.,,,Text I_ DR_4,Detailed Reading,,Warm-up,,Background,,TEXT I,,The tactic, accor

24、ding to Gilroy, was not about simply setting up a blog on a,whim,.,"Any small-business owner can use a blog as an online marketing tool, but it's more effective to combine it with Google AdWords to drive traffic. A lot of professionals are also combining Google AdWords with online scheduling service

25、s and seeing an enormous increase in profits.",,,It pays to,be specific. "It's easy to start a blog, but it's another to create an environment that's engaging enough to be an impactful part of your business," confirmed Bill Rielly, SMB Marketing Director for Microsoft (Nasdaq: MSFT). "Your efforts m

26、ust be driven by core business needs and tightly,aligning,them with specific tactics.",,,,Text I_ DR_5,Detailed Reading,,Warm-up,,Background,,,TEXT I,Little Fish in a Big Pond,,Web 2.0, according to Rielly, has actually put small businesses at a decided advantage when it comes to reaching out and to

27、uching potential customers. ",They've taken the driver's seat,by becoming the early adopters,," he told the,E-Commerce Times,. "That's because Web 2.0 enables them to achieve a scale at an affordable price, which was never possible before.",,Microsoft Office Live Small Business tools launched th

28、is past February, for example, enable companies to get on the Web; generate branded e-mails; execute e-mail campaigns; create blogs, wikis and discussion forums; and market over the Internet through banner ads. Basic services are free of charge.,Text I_ DR_6,Detailed Reading,,Warm-up,,Background,,TE

29、XT I,Keeping Your Eye on the Prize,,,However, with a potential market of millions of consumers, the key to any Web 2.0 outreach is getting a handle on your goals and your real audience. There are some additional types of on-demand Web-based services that can help small businesses,capitalize on,the p

30、ower of word-of-mouth referrals.,,If influential blogs in your particular market are where you want to invest your limited marketing dollars, services like San Francisco-based BuzzLogic can help find the right influencers in the blogosphere for targeted outreach or advertising campaigns. As CEO Rob

31、Crumpler explained, "If you can identify and reach out to influencers on a,one-on-one basis,, it can be very fruitful. With 100 million consumers actively reaching blogs, businesses need to know the right place to get to the right audience with the right message at the right time.",,,,Text I_ DR_7,D

32、etailed Reading,,Warm-up,,Background,,TEXT I,,When targeting the blogosphere, he recommends that business first define their topic areas of interest and identify the key influencers in those areas.,The next step is to understand the audiences. "Once you've done your flight planning, then you can sta

33、rt doing outreach," Crumpler told the,E-Commerce Times,.,,A Brave New World,,,Whatever the market of choice, at the heart of Web 2.0 is the fact that it helps companies build communities, John Kembel, CEO HiveLive in Boulder, Colo., an on-demand platform for building online communities, told the,E-C

34、ommerce Times,. "You can,tap into,customers. You can compete and innovate efficiently and effectively. You can integrate blogs, forums, wikis and RSS feeds to support activities that are unique to your products and ideas.",,Text I_ DR_8,Detailed Reading,,Warm-up,,Background,,TEXT I,Even at this poi

35、nt, small businesses have barely scratched the surface of [what] Web 2.0 has to offer, Microsoft's Rielly said. "Delivery cycles are getting short, and we're seeing a lot more tools and content [for small business]. That's the exciting part.,We're only in the first innings in terms of small business

36、es engaging in this stuff.,",Text I_ DR_9,Detailed Reading,,Warm-up,,Background,,TEXT I,Where There,',s a Web, There,',s a Way,Do you know an aphorism which is quite similar with the sentence? What rhetorical device is used here?,Yes. It,',s,",Where there,',s a will, there,',s a way. (有志者，事竟成。),",,H

37、ere, the title is a parody of the aphorism. This rhetorical device is widely used nowadays, especially in advertising. For example, Mitsubishi, Japan,',s mobile company, has an ad,",Not all cars are created equal.,",which is a parody of a famous line from the,Declaration of Independence,,",All men a

38、re created equal.,",Text I_ DR_10,Detailed Reading,,Warm-up,,Background,,TEXT I,Not only is her latest business venture focused on Web 2.0 services for conferences, but she's also used just about every Web-based tool there is to run her own various startups.,Why is this sentence in inverted order?,B

39、ecause this sentence begins with,",not only,",which conveys negative meaning. Similar cases can be seen in sentences with,",nor,",,,",neither,",,,",hardly,",as their beginnings.,Text I_ DR_ S_ Perhaps …,Detailed Reading,,Warm-up,,Background,,TEXT I,With five full-time staff members, she has become a

40、,well-seasoned user,of blogs, wikis, collaboration tools and just about any other free or low-cost service she can make use of.,Paraphrase the sentence. Pay attention to the italicized part.,With only five full-time employees she could well manage the whole business by integrating online tools and u

41、tilizing free or low cost services.,Text I_ DR_ S_,in Britain,…1,Detailed Reading,,Warm-up,,Background,,TEXT I,Gilroy has also applied her Web 2.0 thinking to help out a friend whose dog breeding business went downhill when some more,tech savvy competitors,made their names known.,Paraphrase the sent

42、ence. Pay attention to the italicized part.,Gilroy also helped one of her friends who knew little about using online utilities to advertise her dog breeding business while her friend,',s competitors obviously knew how to do it.,Text I_ DR_ S_,in Britain,…2,Detailed Reading,,Warm-up,,Background,,TEXT

43、 I,Paraphrase the sentence. Pay attention to the italicized part.,The tactic, according to Gilroy, was not about simply setting up a blog,on a whim,.,Gilroy does not take setting up a blog as the result of a sudden, random choice.,Text I_ DR_ S_,in Britain,…3,Detailed Reading,,Warm-up,,Background,,T

44、EXT I,They,'ve taken the driver's seat,by becoming the early adopters.,Paraphrase the sentence. Pay attention to the italicized part.,They have taken a prestigious position in the market because they were quick to learn new ideas.,Text I_ DR_ S_,in Britain,…4,Detailed Reading,,Warm-up,,Background,,T

45、EXT I,We're only,in the first innings,in terms of small businesses engaging in this stuff.,Paraphrase the sentence. Pay attention to the italicized part.,We are just beginning in finding out more online utilities to facilitate operation of small business.,Text I_ DR_ S_,in Britain,…5,Detailed Readin

46、g,,Warm-up,,Background,,TEXT I,When,targeting,the blogosphere, he recommends that business first,define their topic areas of interest,and identify the key influencers in those areas.,Paraphrase the sentence. Pay attention to the italicized part.,If the business owner plans to set up a blog, he sugge

47、sts that the owner do some research beforehand. First the owner should have a clear concept of his or her topic area and then he or she is to find out those bloggers who have great influence in that area.,Text I_ DR_ S_ Many armed…,Detailed Reading,,Warm-up,,Background,,TEXT I,venture:,n.,,a busine

48、ss project or activity, especially one that involves taking risks,These foreigners have put forward a proposal for a joint venture.,venture:,v.,,to expose to danger or risk; to brave the dangers of,Venture a small fish to catch a great one.,［諺］欲釣大魚，先舍小魚。,Text I_ DR_ S_ The New York…,Detailed Readin

49、g,,Warm-up,,Background,,TEXT I,startup:,,n,.,,a business or an undertaking that has recently begun operation,During the last two decades, many IT companies grew from tiny startups into multimillion corporations.,n.b.,,,There's an anagram (,變形詞,) for "startup". Do you know what it is and what does it

50、 mean?,The anagram of,",startup,",is,",upstart,",, which means a person of humble origin who gets rich quickly, equivalent to,",暴發(fā)戶,",in Chinese.,Text I_ DR_ S_ It is certainly…1,Detailed Reading,,Warm-up,,Background,,TEXT I,well-seasoned:,a.,,having a lot of experience; skilled or knowledgeable th

51、rough long practice,As a well-seasoned politician, Laird did not believe in fighting losing battles.,,Eric is a well-seasoned lawyer,,through years' practice in courts.,n.b.,,,Do you know any other words or phrases having the similar meaning?,seasoned, experienced, versed, veteran, practiced; old ha

52、nd; knowing the rope …,Text I_ DR_ S_ It is certainly…2,Detailed Reading,,Warm-up,,Background,,TEXT I,He constructed a theory in collaboration with his colleagues.,,The project has involved collaboration with the geography department.,collaboration:,n.,(in ~ with; ~ between / with),,the act of work

53、ing together,v.,,collaborate,,a.,collaborated,,n.b.,,,Can you guess the meaning through the word itself?,col- labor -ation,"together" "effort" noun,＝,the act of putting efforts together,,,,Text I_ DR_ S_ The modern,Detailed Reading,,Warm-up,,Background,,TEXT I,access:,n,.,(~ to),,,1.

54、means of approaching or entering (a place); way in,The village is easy / difficult of access.,2. opportunity or right to use sth or approach sb,Students must have access to a good library.,n.b.,,,Try to translate the following phrases with "access".,擁有,…,的權(quán)利,have access to…,gain / get access to …,se

55、ek access to …,deny / refuse (sb) access to …,allow / grant (sb) access to ...,獲得,…,的權(quán)利,謀求,…,的權(quán)利,拒絕給予（某人）,…,的權(quán)利,賦予（某人）,…,的權(quán)利,Text I_ DR_ W_ entrepreneur,Detailed Reading,,Warm-up,,Background,,TEXT I,coordinate:,,v,.,(~ sth with sth),,to cause to function together efficiently,You have to coordinate y

56、our movements when swimming.,,We must coordinate our efforts to help the flood victims.,n.,,coordination,,Text I_ DR_ W_ discriminate,Detailed Reading,,Warm-up,,Background,,TEXT I,the likes of sb/sth:,,(infml) a similar person or thing,He's a bit of a snob and won't speak to the likes of me.,他有點勢利，不

57、會和我這樣的人說話。,Text I_ DR_ W_ apprentice,Detailed Reading,,Warm-up,,Background,,TEXT I,go downhill:,to get worse,This part of the town used to be fashionable, but it's starting to go downhill.,該市這一地區(qū)一度很繁華，如今已江河日下。,go uphill,Text I_ DR_ W_ connotation,Detailed Reading,,Warm-up,,Background,,TEXT I,市況,上揚,,

58、,下挫,,,The market,,,,,,,,轉(zhuǎn)趨,,堅俏,堅挺,復(fù)蘇,反彈,重振,恢復(fù),,hardens,,,rebounds.,rallies.,,,疲軟,崩潰,波動,下滑,停滯,走低,,,,,trends downward.,,is on the down grade.,n.b.,,,Try to translate the following phrases with "access".,advances/gains/rises/ picks up.,,declines/falls/loses/sags.,,stiffens.,,revives.,,relaxes.,,collaps

59、es.,,fluctuates.,,regains.,,becomes,,dull.,,,,Text I_ DR_ W_ recruitment,Detailed Reading,,Warm-up,,Background,,TEXT I,whim:,n.,,(at [sb's] ~; on a ~),,sudden desire or idea, esp. an unusual or unreasonable one; caprice,You're not allowed to change the rules of the game at whim.,,He bought the jacke

60、t on a whim, having seen it by chance in a shop window.,,They seem ready to indulge his every whim.,他們簡直慣著他隨心所欲。,a.,,whimsical,,Text I_ DR_ W_ consultant,Detailed Reading,,Warm-up,,Background,,TEXT I,It pays to ...:,,It is profitable or worthwhile to ...,It pays to tell the truth.,－,Aesop,說實話有好處,/,不

61、吃虧,/,是合算的,/,劃得來。,Text I_ DR_ W_ academia,Detailed Reading,,Warm-up,,Background,,TEXT I,align:,v.,(~ sth with sth),,to bring sth into proper or desirable relationship, correlation or orientation,The players in a relay race team must align themselves with each other.,Syn.,,coordinate,,Text I_ DR_ W_ u

62、ltra-grooming,Detailed Reading,,Warm-up,,Background,,TEXT I,capitalize on:,,to use sth to one's own advantage; profit from,Ecuador has capitalized on its natural beauty to attract tourism.,Text I_ DR_ W_ pro-beard,Detailed Reading,,Warm-up,,Background,,TEXT I,on a ... basis:,,If sth is done on a par

63、ticular basis, it is done according to that method, system, or principle.,We're going to be meeting there on a regular basis.,,They want all groups to be treated on an equal basis.,,The tea is prepared on a rota basis by the lady members.,Text I_ DR_ W_ ultra-grooming,Detailed Reading,,Warm-up,,Back

64、ground,,TEXT I,tap into:,,to take advantage of,Electronic networks enable micro businesses to tap into the global reservoirs of information, expertise and financing that used to be available only to large companies.,Background,,Listening,,Detailed Reading,,Text II_ BG_ main,,,,,,,,,,2,3,,,,,,,,,,1,3

65、,,,,,,,,,,3,What does the Chinese gold farmer do in WOW?,What is Second Life?,What does "Wild West stories of fortune" refer to?,,,,,,,,,,4,3,,,,,,,,,,5,What is a level 20 character?,What does HotorNot offer on its site?,,,,,,,,,,6,3,,,,,,,,,,7,What is opportunity cost,？,Have you visited,RockYou,?,,

66、,,,,,,,,8,Who is Second Life's first real estate millionaire?,TEXT II,Background,,Listening,,Detailed Reading,,Text II_ BG_1,What does "Wild West stories of fortune" refer to?,The Wild West refers to the region west of the Mississippi or the Appalachian Mountains. It also refers to the period after the American Civil War when the US federal government greatly expanded its powers and pushed its frontier westward. This part of the US history is noted for battles, lawlessness, and adve