Web 2.0

Web 2.0 is a term that is widely used, yet frequently misunderstood. There is widespread disagreement over exactly what Web 2.0 actually is. However, the broad consensus is that it represents a more social, interactive experience that is more aligned with the way that people interact in the real world.

We can see this in sites such as YouTube, where content is user generated, available to all, and easily shared. Anyone can add content, comment on others content and take that content and use it in another context altogether.

Another great example is Google Maps which utilises another feature of web 2.0 - the RIA or Rich Internet Experience, which allows you to zoom, pan etc without reloading the page content. A good example of a use of web 2.0 would be a Google Map that shows YouTube videos by location - this is known as a Mashup.

Other examples of Web 2.0 content are what is known as Micro content. Typically snippets of information about your business or brand that users can place in their own social space. These might be RSS news feeds, social bookmarks, or MySpace widgets.

So how can I use this to my benefit?
Traditional 'tell a friend' or 'recommend this' links rely on one to one relationships between users, and have been shown to have a click through rate of just 0.2% [Average figure taken from 100 UK sites, Rank Me Report, 2007].

Web 2.0 is about providing tools to allow your customers to recommend your organisation and products to everyone they know on their social networks, such as MySpace, Bebo, LinkedIn, Facebook etc.

Adding social tools to your site, such as Blogs, forums, reviews, as well as providing footers, widgets and RSS feeds are all effective methods to use, as are creating your own spaces on large social networking sites to allow people to interact with your brand within the comfort of their chosen social network.

Web 2.0 extends beyond the social aspect and word of mouth promotion. This increased interaction with customers can extend to e-commerce. Features such as 'You might also like', and 'Customers who bought this also bought' give a personalised interactive feel to shopping sites. Allowing users to rate products also drives interaction and can be used to drive user generated content in the form of 'most popular product' features.

Integrating information derived from these customer experiences and using them to drive content in marketing channels such as newsletters also provides a powerful way to cross sell and up sell, as well as stimulate repeat visits.

If you would like to discuss any of the topics raised here, and how they might benefit you - call us on 028 4483 8833 or contact us online. In the meantime here's an interesting take on the Web 2.0 phenomenon and what it means....

NI vs Northern Ireland search

Does your company use a social network?

Contact Us

*Required Fields