Web 2.0 + Best Practices = Connecting and creating value

Since 2005 and the rise of the “Web 2.0″ term from O’Reilly, technology has been leading the Internet with new opportunities with companies charging into content streaming and download (Youtube, Joost, FFWD, iTunes, Vuze for example) and social networks (Bebo, FaceBook, MySpace, LinkedIn, Second Life, Habbo Hotel, …). But for about 1 year another groundswell has started. Thanks to or due to, the fact is social media has kicked off a new way of thinking for the Internet, and more globally has set up a new way of working for companies. Stepping back a moment to get the big picture, here are some takeaways from the web 2.0 thing for marketing and communication.

1. Join the conversation: things said and done, companies don’t own the content creation on the Internet. They have then to join the conversation where they occur instead of trying to make people move into brand platform since those people won’t come. Companies should better sponsor the platforms supporting conversation they’re interested in to generate brand image.
2. Share: the Internet is about give and take; you need information, provide some before you ask. Consumers are using the Internet for that purpose, if you want them to find you, share.
3. Add value: sharing without adding value is pointless, you’d turn your efforts into an activity that would generate a negative brand image. Instead, use company interesting content (from research to video interviews or partnership with other great companies) and share with people to get recognized and noticed.
4. Calculate ROI: TV, Radio, Billboards can’t be as efficient in ROI calculation as the Internet can. Using the right metrics would help your company create an online efficiency dashboard to make frequent reality check and relevancy of actions.
5. Create a community: crowdsourcing has made the Open Source business model a proof of success and a successful way to create value, speed up innovation, and stickiness with products. Companies start to think of it and community building is for sure a way to do so and cut through costs.
6. It’s all about CRM: the Internet is about searching and sharing, creating and joining a conversation. Nothing more than CRM then. Don’t focus on acquisition online but on loyalty, that’s what Internet users are looking for.
7. Engage a relationship: once your company has joined the conversation, it’s easy to scan people who are actively collaborating and taking the floor, getting in touch with them and engage with them into a unique relationship according to their own level of advocacy with your brand. They’d then become part of your taskforce.
8. Be agile and go fast: new online communication channels give more chances to target people and share quicly content. Moreover they’re really cheap, when not free; trying new communications plan regarding service users profile is then worth time spending.
9. Create a user experience: users want to get entertained and reach fast what they’re looking for; they’re intelligently lazy. Added to the 1-click away concept of the Internet, if you want to interest people and avoid any leak of your customers to your competitors, you should think about creating a relevant user experience.
10. Word of mouth matters: whatever companies say, word of mouth is what makes people buy one product more than another. The concept of “online Friends” is important, they’re the influential people and salesmen of today.

Any other?

To read more on that topic:

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• Brand Building + Social Media = Zappos Example and Employee Advocacy
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