Earlier this year, I examined the overexcitement about Web 2.0 technologies and the lack of time companies were putting into a Web 2.0 strategy that would help drive their business in the column, "Social Media and Web 2.0."
Recently, a colleague forwarded me the McKinsey Quarterly report, "Building the Web 2.0 Enterprise." Overall, the report was insightful, pointing out some common problems that companies encounter regarding Web 2.0.
In my opinion, companies focus too much on the individual technologies and not enough on the overall Web strategy of connecting a business, customers, and prospects. To build a successful enterprise Web 2.0, spend time to define what success means to you and how you want Web 2.0 technologies to change the ways you communicate with your customers, prospects, and partners.
The McKinsey report was based on its second annual survey of business uses of Web 2.0 technologies, including wikis, blogs, social networks, and mash-ups. The survey asked, "Which of these social and interactive tools their companies have adopted and for which purposes, what they are doing to encourage their adoption, and how satisfied they are with the use of these tools."
You may have the same feeling that I do -- these questions are too focused around the tools and not truly the strategy or use. You can come up easily with five great examples of companies using those technologies well to connect with their audience and five horrific ways companies are wasting their money using these technologies.
A few interesting things from the McKinsey report included:
In closing, make sure you aren't just reviewing the coolest, newest technologies that everyone thinks every company must have. Instead, take the time to determine the strategy and forecast out the way these new offerings will impact your audiences' behaviors, attitudes, perceptions, brand loyalty, etc. Think more strategic. Think about the impact, and not finding a use for a new technology.
On a side note, I have been seeing more references to Web 3.0, which Wikipedia describes as an "emphasize machine-facilitated understanding of information in order to provide a more productive and intuitive user experience." I would like to be the first to define "Web 3.528" as Fortune 500 companies (and all others) that define the goals for their site, talk to their customers, understand the impact of changes to their site, and constantly test on their sites without blindly investing in the newest technologies without considering its use for their specific business. Long live Web 3.528.
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As the Chief Performance Marketing Officer for POSSIBLE, Jason supports the agency's global Marketing Sciences and Media Services programs.
His primary role is to help POSSIBLE teams and clients use data to craft digital strategies that attract, convert, and retain customers - maximizing ongoing ROI across paid, earned, and owned channels. He believes that brands can better serve their customers by understanding audience behavior, and that messaging should be targeted to individual customers through the use of testing, behavioral targeting, and CRM initiatives.
Jason has written extensively about digital analytics, optimization and digital strategy, including an ongoing column at ClickZ.com. He is the co-author of "Actionable Web Analytics: Using Data to Make Smart Business Decisions," which is one of the leading texts in the field of digital analytics. His client roster includes Microsoft, Nike, Nokia, Dell, Ford, Sony, PayPal/eBay, P&G, Alcoa, Expedia, Mazda, Intel, and Motorola, and more. Jason is a frequent speaker at conferences and seminars around the world ranging from the Cannes Lions, Adobe Omniture Summits, eMetrics, SES, ad:tech, BazaarVoice, and many other WPP events.
Follow him on Twitter @JasonBurby.