The Risks and Rewards of a Web 2.0 Strategy

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The Risks and Rewards of a Web 2.0 Strategy

  1. 1. The Risks and Rewards of Implementing a Web 2.0 Strategy Justine B. Lam Web Strategist
  2. 2. What is a Web 2.0 Strategy?
  3. 3. The Evolution of the Participatory Web 35% of adults Internet users create content The age of static websites
  4. 4. Different Organizations, Different Goals, Different Strategies
  5. 5. Engage Your Audience
  6. 6. Listen Up!
  7. 7. Make Them Feel Heard and Respected
  8. 8. Benefits <ul><li>Web Content </li></ul><ul><li>Improved Search Rankings </li></ul><ul><li>Site appears more active </li></ul><ul><li>Adds breadth and depth to content </li></ul><ul><li>Other Goals </li></ul><ul><li>Feedback from users, contributing ideas </li></ul><ul><li>Increase visitor’s engagement with your site  brand loyalty </li></ul><ul><li>Breakdown communication barriers </li></ul><ul><li>Increase donation and sign-up rates </li></ul>
  9. 9. Mitigating Risks <ul><li>Moderation </li></ul><ul><li>Relegation </li></ul><ul><li>Participation </li></ul><ul><li>Registration </li></ul><ul><li>Design </li></ul>
  10. 10. Motrin Moms <ul><li>Motrin Video Spread Quickly to Mommy Blogs </li></ul><ul><li>Meme rose on Twitter </li></ul><ul><li>Coverage by NYT </li></ul>
  11. 11. Crisis Management <ul><li>Track conversations about your brand </li></ul><ul><li>Have plans in place </li></ul><ul><li>Respond quickly on website </li></ul><ul><li>Communicate openly </li></ul><ul><li>Add human touch* </li></ul>*Engaging with Web 2.0 beforehand helps
  12. 12. Reading List <ul><li>Li, Charlene and Josh Bernoff. Groundswell: Winning in a world transformed by social technologies . 2008. </li></ul><ul><li>Beal, Andy. Radically Transparent: Managing and monitoring your online reputation. 2008. </li></ul><ul><li>Godin, Seth. Meatball Sundae . </li></ul>
  13. 13. Got Questions? <ul><li>Justine Lam </li></ul><ul><li>[email_address] </li></ul>

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