A Web 2.0 Strategy: 10 Tactics for Success

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    A Web 2.0 Strategy: 10 Tactics for Success - Presentation Transcript

    1. Web 2.0 Strategy 10 Tactics for Web 2.0 Success
    2. #1. Create a community
      • Membership: profiles, friending, groups
      • Influence: audience feels in charge
      • Fulfil needs: Social, Ego & Self-actualisation
      • Greet every new member
    3. #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
    4. #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’
    5. #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.
    6. #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
    7. #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
    8. #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
    9. #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
    10. #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
    11. #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?
    12. 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 !

    PaulLomaxPaulLomax, 2 years ago

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