Web 2.0 Strategy 10 Tactics for Web 2.0 Success

#1. Create a community Membership: profiles, friending, groups Influence: audience feels in charge Fulfil needs: Social, Ego & Self-actualisation Greet every new member

Membership: profiles, friending, groups

Influence: audience feels in charge

Fulfil needs: Social, Ego & Self-actualisation

Greet every new member

#2. Simple proposition Can you explain your website on the phone ? “ A benefit to the person that makes a real difference in their lives” Passive as well as active participation – voting with feet

Can you explain your website on the phone ?

“ A benefit to the person that makes a real difference in their lives”

Passive as well as active participation – voting with feet

#3. Viral growth Encourage word-of-mouth : altruistic and incentivised Build-in ways to share On-ramps : Lower barriers to invite friends Natural network effects – more value with more ‘friends’

Encourage word-of-mouth : altruistic and incentivised

Build-in ways to share

On-ramps : Lower barriers to invite friends

Natural network effects – more value with more ‘friends’

#4. Beta / continuous R&D Don’t be afraid of experimentation Open dialogue with users, involve in decisions Easy feedback mechanism = free testers Development is a process not an event.

Don’t be afraid of experimentation

Open dialogue with users, involve in decisions

Easy feedback mechanism = free testers

Development is a process not an event.

#5. Platform for advertisers Genuinely introduce advertisers with the right consumers Create opportunities to interact Keep it relevant and useful Remember: advertising is the icing on the revenue cake

Genuinely introduce advertisers with the right consumers

Create opportunities to interact

Keep it relevant and useful

Remember: advertising is the icing on the revenue cake

#6. Outside in, inside out Let the outside in Import widgets, RSS, APIs – use even competitors’ content! Let the inside out Syndicate through RSS, widgets, open APIs Set your content free , let users do your marketing

Let the outside in

Import widgets, RSS, APIs – use even competitors’ content!

Let the inside out

Syndicate through RSS, widgets, open APIs

Set your content free , let users do your marketing

#7. Overwelm the microcosm You still need to target an audience ! Location xianei.com = china Interest myspace.com = music Identity ivillage.com = female Condition theknot.com = marriage

You still need to target an audience !

Location

xianei.com = china

Interest

myspace.com = music

Identity

ivillage.com = female

Condition

theknot.com = marriage

#8. Be profitable Traffic acquisition costs – don’t make a loss driving traffic Consider paid-search as a cost of sales Check content creation costs Measure total revenue per visit

Traffic acquisition costs – don’t make a loss driving traffic

Consider paid-search as a cost of sales

Check content creation costs

Measure total revenue per visit

#9. Content mix Expertise is relative – like-minded, pro or otherwise Specific drives off the general Be comprehensive Mix broad and narrow , long-tail and mass-market , pro editorial and UGC

Expertise is relative – like-minded, pro or otherwise

Specific drives off the general

Be comprehensive

Mix broad and narrow , long-tail and mass-market , pro editorial and UGC

#10. Sell something 100% advertising revenue = eggs in one basket Virtual : Facebook gifts; Second Life land; ad-free membership Real : DeviantArt prints; merchandise; a service Does your anonymous data have a value to any businesses?

100% advertising revenue = eggs in one basket

Virtual : Facebook gifts; Second Life land; ad-free membership

Real : DeviantArt prints; merchandise; a service

Does your anonymous data have a value to any businesses?

Credits & Inspiration Tara Hunt http://twopointoh.co.uk/2007/02/20/building-online-communities-tara-hunt-citizen-agency/ Jeffery Rasport http://twopointoh.co.uk/2007/03/10/staying-competitive-in-the-digital-era-jeffery-rasport-marketspace-llc/ Peter Horan http://twopointoh.wordpress.com/2007/03/11/5-corner-stones-of-successful-content-and-monetisation-success/ John Musser & Tim O’Reilly http://twopointoh.co.uk/2007/01/20/oreillys-web-20-principles-best-practises-report/ Photos credits: richard_am , phitar , darkmatter , ( nz)dave , Scott Foy , eye2eye , , Valerie Reneé , vaXzine , alexmuse and Paul Lomax !

Tara Hunt

http://twopointoh.co.uk/2007/02/20/building-online-communities-tara-hunt-citizen-agency/

Jeffery Rasport

http://twopointoh.co.uk/2007/03/10/staying-competitive-in-the-digital-era-jeffery-rasport-marketspace-llc/

Peter Horan

http://twopointoh.wordpress.com/2007/03/11/5-corner-stones-of-successful-content-and-monetisation-success/

John Musser & Tim O’Reilly

http://twopointoh.co.uk/2007/01/20/oreillys-web-20-principles-best-practises-report/

Photos credits:

richard_am , phitar , darkmatter , ( nz)dave , Scott Foy , eye2eye , , Valerie Reneé , vaXzine , alexmuse and Paul Lomax !