Web 2.0 is a description of how the Web currently operates, and places heavy value on user contribution and content. Web 2.0 is a platform that enables users access to video, text, audio, and even computing all in one place. Software as a service and cloud computing allow for users to utilize software without having to install it on their computer. Web 2.0 makes for a more connected marketplace by connecting people with more resources.
The concept of "Web 2.0" began with a conference brainstorming session between O'Reilly and MediaLive International. Dale Dougherty, web pioneer and O'Reilly VP, noted that far from having "crashed", the web was more important than ever, with exciting new applications and sites popping up with surprising regularity. What's more, the companies that had survived the collapse seemed to have some things in common. Could it be that the dot-com collapse marked some kind of turning point for the web, such that a call to action such as "Web 2.0" might make sense? We agreed that it did, and so the Web 2.0 conference was born [1]. Essentially Web 1.0 features little or no interactivity between producers and consumers. The marketing strategy that had served well in TV and print was not as effective in the new medium that encourages user participation. Web 2.0 tools can be used to do what traditional advertising does: persuade consumers to buy a company's products or services. An executive can write a blog, for instance, that regularly talks up the company's goods. But that kind of approach misses the point of 2.0. Instead, companies should use these tools to get the consumers involved, inviting them to participate in marketing-related activities from product development to feedback to customer service [2]. The websites that were able to adapt to this new environment are the ones that make up Web 2.0.
Crowd sourcing is an important aspect of Web 2.0. Open source material makes large tasks possible as the work is divided. Every small unit of contribution is important to a Web 2.0 service. Millions of such contributions eventually lead the website to state of higher relevance. For instance, any conventional Media company (employing hundreds of reporters) has today been easily beaten by blogging platforms like Blogger and WordPress in producing extremely frequent and relevant content as millions of users are acting as a contributor, building up a large resource within much lesser span of time [3]. Open source software and services are the backbone of what makes up Web 2.0.
In conclusion, Web 2.0 features advances in technology that democratizes information and encourages user content and feedback.
The Web 2.0 Conference put together a list that demonstrates Web 1.0 vs. Web 2.0
[1]
Sources
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Soundcloud
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Soundcloud.com has a large database of people, songs, and groups. They manage all of this data with a search tool that can be narrowed down to specific attributes that will yield a more specific result.
Typing in a keyword in the search bar will yield results for the three main entities (people, Songs, and Groups). At which point, the user can limit the results to any one of the three. Two of the three entities (people and songs) can be broken down to search specific attributes.
The advanced search for People offers more specific options in locating within the database. Searches can be refined by username, country, city, or category (musician/promoter/publisher…).
The advanced search for Songs allows users to search with genre/track type/set type/duration/beats per minute/file type/label/release date/ and license options.
Soundcloud uses a relational database in that all data is linked in it’s context. A result for a song is linked with the artist and group. This approach creates a very user-friendly interface, which furthers the company’s value by offering a competitive advantage.
Answers to Questions:
1. A large database with many shared attributes (many songs have the same name as they are not copyrightable).
2. It is a very user-friendly interface, making it easy for people to find what they are looking for.
3. Adding an advanced search for Groups with categories such as users/purpose/location.
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Hardware/Software
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The services offered by Digby (digby.com) encompass many of the ideas that will increase the value of a business while limiting the need for hardware. A smartphone will enable customers to utilize all the benefits of the service. With the install of a branded app, costumers will get access to several services.
Geofence Boundary: This service links with smartphone GPS and will alert users of deals and promotions if they come within a predetermined distance of the storefront.
Check-In:once the costumers reaches the store they can check in with the branded app, where the business can post a greeting or deals of the day/announcements.
Barcode Scan: While the costumer is browsing the store they can scan UPC codes and access product descriptions, ratings and revues, add to a wish list and registry, or see a 30 second video description of the product. Also if a product is out of stock the costumer can order it directly from the phone to be picked up later or delivered.
QR code scans: offers costumers the chance to scan coupons.
Check-out:using the Geofence, a goodbye message or survey can be offered when a customer leaves the store.
In-Store Analytics: The app will track and graph all activity to offer managers insight into what is working well, which can be linked with all stores in the chain.
“Mobile is a new way for brands to engage with consumers and the branded app is quickly becoming the next generation loyalty card.”
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T1.6
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Social monitoring seems like an effective way to market if you are using one of these monitoring systems. I'm not quite sure how they work with regards to security and I could not find much information. Can they only access public accounts or do they somehow bypass privacy settings to see posts? If that's the case I feel it is unethical to do.
That being said, the approach I feel is effective and ethical has already been implemented by a few companies and that is to advertise the online community associated with your product where you can talk to other costumers and hear from first hand accounts. I have seen TV commercials for Tepur-Pedic and Esurance doing just that. Hearing unbiased revues from non paid sources is the best marketing, especially if that source is someone you know. During a P90X infomercial, they said that the major selling point is the before and after pictures that are submitted by users. They could go on all day about how great the product is, but it is the real world results and accolades from satisfied costumers that are the greatest selling points.
I honestly don't think I have ever clicked on an Internet Ad unless it is something i specifically searched for. But if I am interested in something, an online community is a great resource for finding out more about a product.
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General Systems Concepts.
While I do not have experience with business systems, I can demonstrate the theory of systematic concepts as it applies for military training at both an individual and group level. The basic system involves input, processing, and output, with feedback influencing future input and processing.
The language used to describe the system is different, yet the process is the same. Input equates to observation, processing is referred to as decision-making, and output is reaction. Feedback would be described as experience as it will affect future decisions and reactions. Feedback is crucial as it defines operating procedures in an ever-changing battleground.
For example I will describe room clearing at the team level (2-5 soldiers usually 4). The first man must get into the room and immediately clear the doorway either left or right and clear the near corner. Should he observe someone (input), he must immediately identify if it is a combatant or not (processing), and react accordingly (output). The number 2 man must enter and clear the opposite corner using the same process. 3 and 4 must clear the doorway and cover the middle. Each man must identify possible threats (doorways/windows) and relay it to the team leader. The team leader must decide (Processing) based on his observations (input), and experience (feedback), what the next step should be (output).
The way the Army enhances the training environment is to conduct an After Action Revue, which will further analyze the event. Faulty information on the input and processing side will yield incorrect outputs and that is exactly the point of the AAR, to ensure that everyone correctly goes through the steps of the system. If a threat is not observed, that constitutes missing input, which throws off the processing and output. Incorrect decision-making (processing) could mean failure to react to a threat, again causing an incorrect reaction (false output). The AAR provides quality feedback to ensure that the system is operating correctly, and identifies weaknesses that can then be corrected. While business systems will yield incorrect figures and can lose money if not executed correctly, this system can cost lives if not properly utilized.
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