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Doing Business With Web 2 0

Doing Business With Web 2 0



Doing Business with Web 2.0 presentation by Robert Beerworth at CeBIT Australia 2008. This presentation was made on the topic Transaction 2.0.

Doing Business with Web 2.0 presentation by Robert Beerworth at CeBIT Australia 2008. This presentation was made on the topic Transaction 2.0.



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    Doing Business With Web 2 0 Doing Business With Web 2 0 Presentation Transcript

      • Web Design and Development
      From the perspective of...
      • having a funky logo with opaque shadows
      • brand names that sound like Star Wars characters
      • securing millions of dollars worth of funding
      • A site stays permanently in beta mode
      • having a great concept with no revenue model
      We will not discuss...
      • The issue with Web 2.0 is that it has a hundred definitions:
        • A technology
        • A user
        • A period of time
        • A type of website
      • And every CeBIT conference adds at least 12 – 16 more.
      The business issue with Web 2.0
      • This has led to several scenarios:
        • No investment at all in whatever “Web 2.0” actually is
        • Light, though arguably unbeneficial investment in “Web 2.0” website features: RSS, Facebook application; without ROI or expectation and without any business change (business is cautious, perhaps doing for doing sake)
      From the business perspective…
      • This has led to several scenarios:
        • Reasonable investment in whatever a Web 2.0 website/application is with reasonable ROI though little if any business change
      From the business perspective…
      • While it would seem that there is an explosion of “Web 2.0” development, few small-medium enterprises have been able to properly engage in it.
      • Most of the development has happened for Internet-only businesses or internally within large businesses (Enterprise 2.0).
      The haves and the haves not…
      • The business difference is that in Web 1.0, you had a website, in Web 2.0, you start to become an Internet business.
      Good grief, a definition….
    • Good grief, a definition….
      • The key thing that holds a business back from engaging in Web 2.0 is a lack of understanding of what it means; what the model is.
      • This stems from not understanding the mechanisms: users, traffic, but instead of guessing at them, and picking technology.
      • It’s a science, not an art, evolution, not two distinct things.
      Holding us back…
      • The whole time, the industry eggs on businesses with technologies, and ever-impressive US websites.
      • Web 2.0 remains little closer than it was 3 years ago, and there still isn’t a definition or a roadmap for most businesses.
      The industry doesn’t help…
      • Businesses browse like consumers....
      • But build websites like businesses
      • You need to think differently
      And when it comes to building...
      • It is going to happen and we are already behind, it’s just too slow to see; we wait and lose benefit
      • Flipside, understanding and embracing will offer undeniable benefit; nobody looked back
      • It’s a level playing field
      The upsides and risks are huge
    • Things to do…
      • Being user/customer focused: forming online relationships
      • Completing the full transaction
      • Providing a real-time gratification
      • Reaching a new audience
      • Transacting and benefiting from this transacting online
      Commercially, Web 2.0 is about...
      • A Rich User Experience
      • Giving them what you would want, whatever that is on a business by business basis
      • Removing online roadblocks and perfecting functionality step by step
      Web 2.0 Observations
      • Possibly creating a new brand other than bricks and mortar
      • Play on a level playing ground
      • Compete locally, domestically and internationally
      • Be transparent and have a voice
      Further random observations.
        • Relevant, valuable website content
        • A Blog to start conversation, develop a profile and engage your staff
        • Trying and replicate parts of the sales cycle including “Which One is right for me” (e.g. My Brief)
        • RSS, SEO, SEM/Landing Pages and forms
        • Online recruitment
        • Metrics and reading them!
      You should be at this point…
      • Developing industry-related websites, and pooling competitors.
      • Developing a highly niche application/function for the industry: something simple, really cool and really easily understood.
      • Syndicating your content.
      • Engaging inexpensive online help.
      You should be planning for…
      • Business and management change and embrace: education and training – this is the most exciting thing the business has EVER done.
      And planning for…
      • Bricks and Mortar to Web 2.0 Start-up
      • Corporate Travel company - Leggett Travel Group
      • Created www.conciergetraveller.com
      • Web 2.0 Start-up Travel Portal
      • Leveraged existing Intellectual property
      • Drop and Drag functionality for users
      • White label version for franchising / resellers
      • Significant commercial interest before launch
      Case Study – Concierge Traveller
    • Case Study – Concierge Traveller
      • Partnership between Apple & Nike
      • Requires Nike Shoes & Nike Sports Kit
      • Runners data is published on the Nike Plus Website
      • Nike has created a forum and community
      • The community of users have their running data aggregated
      • http://nikeplus.nike.com
      Case Study – Nike Plus
    • Case Study - Nike Plus
      • Community contributes ideas for Starbucks
      • Community votes on them “Digg style”
      • Product Development team moderate the site
      • Ideas are presented to key decision makers at Starbucks
      • Powered by salesforce.com
      • www.mystarbucksidea.com
      Case Study – My Starbucks Idea
    • Case Study – My Starbucks Idea
      • Browse these Web 2.0 Directory Websites
      • www.go2web20.net
      • www.feedmyapp.com
      • www.listio.com
      Need Inspiration?
    • Questions PowerPoint available at www.robertbeerworth.com [email_address]