The cold thinking of enterprise marketing to community and 2.0

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I received in my mailbox a website named "2008 93% will add web2.0 features".

In fact, the news is factual, according to a recent survey showed that "more than half of the companies embarking on network marketing in the next 6 months to add web2.0 features to enhance user experience." More than 93% of the companies plan to add web2.0 functionality to the site within a year. ”

Why do I want to deliberately present this data? Because more and more businesses are starting to create communities and incorporate web2.0 technology, which in their view makes no difference to users. Companies blindly pursue the internet trend of the mentality of the brand to build up no help.

Some of the headlines in this report do exaggerate. For example, web2.0 should include a full range of user comments, personalized information customization, exchange of views and so on. So the article has previously proved that the web2.0 concept is meaningless. That's why one of my friends called it "web2.0."

But some of the other data we've enumerated have dramatically changed the situation, and we can talk about WEB2.O in another way, to sum up as "participatory", This technology and web2.0 are basically not much of a change, but it's a big step forward because it's getting closer to the needs and expectations of users.

So what does the word "participation" mean? And what is the risk of a business in the face of cyber marketing?

In fact, the real challenge for companies is to switch from a one-way Internet model to a participatory, interactive model in which the Internet has become a real business channel. This shift has forced most companies to rethink the strategy, planning and management of network channels. It also requires new technologies (such as online community modules) and resource allocations that apply traditional methods reasonably to other new channels (such as technical support and customer service).

The following points are easy to make in the process of transition and user communication:

Misunderstanding a "tool-centered" approach

For businesses, using a set of advanced tools to build a community around a brand is an attractive thing, these features include product ratings, reviews, comment threads, geeks, discussions, chats, RSS, SMS platforms, instant messaging, blogs, video blogs (vlog), mobile blogs, podcasts, video podcasts, Intelligence polymerization, member recommendation, market forecasts and so on. None of this is a real community. Because the community web site is the interaction between people and people and the various things we share. As marketers should not blindly pursue those emerging technology solutions, but should be more from the product strategy provided by thinking.

Myth II cannot plan ongoing online activities

Few would consider how the user would react when the event was launched.

Myth Three is purely for doing.

Enterprises should ponder over whether their web2.0 concept is meaningful to users. Do users really want to get involved?

Misunderstanding the role of effect monitoring

What are the criteria for successful implementation of an enterprise's need to make an accurate judgment? What is the best way to test success criteria?

In short, the most important thing is that web2.0 website must strengthen the core competitiveness of enterprises. From this perspective, Microsoft's "Office Art of Office" competition was quite sensible because they added a library of available Office documents created by the user. In addition, the web2.0 website should also pay attention to the principle of simple transparency and ease of use. Pay close attention to this when you open up a communication channel with your users.

Enterprises should think carefully before building community and applying web2.0 concepts. First, you should ask yourself if your web2.0 is useful to you and your users, not just the site as a pure technology stack.