How business can thrive in a Web 2.0 world.
Informal conversation is probably the oldest mechanism by which opinions on products and brands are developed, expressed, and spread.
Professor Johan Arndt
When Johan Arndt, a famed marketing professor, penned these words over 25 years ago, I’m sure he was not referring to the Internet. But in this world of Web 2.0 and instant feedback, his words have never been so relevant. Social networking sites, review boards, blogs and wikis make it easy for companies to connect with potential clients. And clients are finding ways to influence the products and services they want.
So how can your company use the web 2.0 environment to its advantage? And how do you overcome the pitfalls of instant access?
According to Tim O’Reilly, who is credited with coining the term, Web 2.0 is “the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform.”
Basically, customers have gone digital and companies are scrambling to embrace these new (and ever-changing) technologies to attract more business. But why would companies have difficulty embracing the Internet and it communicative capabilities?
Think about it – you’re a major corporation and you’ve just kicked off a multi-million dollar advertising/public relations campaign. In the early days of the Internet, consumption was still a spectator sport. Consumers would see your ads in print, on TV or even on your website. They’d hear about your public relations on television, in the newspaper or on the radio. Customers didn’t really have the chance to challenge you and life was grand.
Today, things are very different. If consumers want to challenge your appeals they have infinite outlets to do so. They are taking to their blogs and podcasts. They are creating You Tube videos that mock your advertising concepts. Your wikipedia page is updated in a matter of seconds.
But maybe you’re not a multi-million dollar company – how does this affect you? Web 2.0 affects all businesses – big and small – in good ways and bad. Your customers are able to go online and post reviews of your products/services. They can recommend or blast you on their blog or link to your website from theirs.
There is nothing we can do to change this rapid dissemination of information. So why not embrace it? Ask customers if they can write a review about you on a certain site. Befriend bloggers and ask them to rate your product/services. Join online groups and communities of people who can use what you have.
Tim O’Reilly calls it a revolution. I think it’s simply an evolution and an opportunity for small businesses to get their voice heard over the yells of the competition.
If you’d like more information on how to build your company’s online presence contact Pick My Brain at 310.771.0665.
