The Web 2.0 Level Set
It’s been awhile and since I just sent the URL of this “blog” to someone, I feel obliged to have a new entry.
Plone conference videos are up: http://plone.org/events/conferences/seattle-2006/presentations/session-videos
Absolutely see Eben Moglen’s keynote. You’ll be glad you did.
In other news, right now I’m interested in microformats. Alyisa mentioned them the other day. I hope it’s not going to be one of those things that seems like a good idea and we all talk about but never really manifests. But this is really an aside and what I’d really like to rant a bit upon is the separation of the spirit of Web 2.0 from the buzzword signifiers.
What I’m seeing, and this is not a surprise in any way, that as the IBMs and Suns of the world embrace blogging and podcasting and Second Life and such everyone wants to have a “Web 2.0″ site. And when they say that they really mean exactly and specifically blogging or podcasting or RSS or video. And that’s not quite it, is it?
When I think Web 2.0, my brain does this…
Markets are conversations
Conversations build relationships
Relationships organically provide sales
I find that I’m not necessarily thinking about a specific Web application, scripting language or technology. I’m thinking about connection and about language. I’m thinking that the Taco Bell CEO “our food is safe” TV commercial is more Web 2.0 in spirit than some corporate podcast shows which are Web 2.0 in “format.” (Although TB still missed out on some other Web 2.0 opportunites - namely YouTube.)
As the push becomes widespread to Web-2-ify sites, it’s critical that we go back to the spirit of this as our guide so we don’t just add more noise in an inherently noisy cyber market.
Practical application
As a Web developer, if you have any input at the strategic level for your organization, here are a few questions you may want to ask pre-scoping that will help keep the project aligned with the spirit of Web 2.0 while reducing your risk by level-setting what that really means.
Are we truly open to listening to customers or are we viewing this as another mechanism to speak “at” them? If the quiet expectation is around the second part, recommend that they produce more white papers and Webinars instead. Seriously.
Will we be able to execute on this input? It’s not enough to get the input, you must have a process in place in which you not only respond to the input but also actually improve your product as a result. This part of the relationship takes work and time. In fact, it takes a designated resource - don’t let this essential component slip out of the scoping phase for the project (more on resources below).
Will we be providing a needed service or useful information for the customer or potential customer? Isn’t that an age old question? If the plan is to distribute press releases throught RSS, tell them not to be disappointed if subscription numbers are low. Content is King in Web 2.0 with regards to aggregation. Nothing, absolutely nothing, is more important than madly useful information. Oh and let them know… everyone loves the delicious snack that is the “how to.” I’ll take one “How To Achieve X with Product Y” over 30 press releases any day. Remember that in Web 2.0 land, people have the power to filter information and will choose the feeds that provide the most value to them.
What tone will we be speaking in? Always be on guard for “corporate speak” sneaking in - it’s a hard habit to change and it is no longer an effective method of communication. It’s critical that bloggers and podcasters understand from the beginning that they should speak in an informal tone (informal does not mean unprofessional - there is a balance). And if article content to be served through RSS is just another marketing-toned set of white papers you may have difficulty finding an audience.
What are the expectations at the management level around metrics? This is important to address up front. Relationships are not quantifiable and you may not be able to draw a direct line from your blogging efforts or podcasts to sales. At best perhaps, you may be able to show that you have assisted with pre-qualification but even that will require that your Web people have an exceptional relationship with the company’s sales force.
Do we have the resources to maintain a Web 2.0 project? These projects are labors of love and require a long term committment to be successful. They will require new or expanded roles. Blogs: Who will blog? Who will train the bloggers? Who will moderate comments on our blogs? Who will derive value from the comments? Who will keep up with the ever expanding feature add to this technology? Who will search the blogosphere for comments about our company? Who will respond to those comments? Podcasts: Who will decide the editorial direction? Who will host the podcast? Who will record? Who will mix? Who will we interview? Who writes the interview questions? Who arranges the recording schedule? Online Chat: Who will be available to answer chat? Who will follow up? Articles (with comments or ratings): Who will respond to comments? Who will qualify social tagging as editorial guide?
So those are just a few things to think about. They certainly don’t add up to all the questions I’d ask during scoping but they can provide enough level setting to get everyone on the same start page. If you really want to give people a culture shock, have them read the Cluetrain Manifesto as it seems the more we talk about Web 2.0 “technology”, the less we talk about these underlying concepts. But it’s the concept or spirit of this place in cyber space that make it important.