Click here to close now.




















Welcome!

API Journal Authors: Elizabeth White, Carmen Gonzalez, Liz McMillan, AppDynamics Blog, Vormetric Blog

Related Topics: Agile Computing, Java IoT, Industrial IoT, Mobile IoT, IBM Cloud, PowerBuilder, Weblogic, Linux Containers, Adobe Flex, Symbian, Open Source Cloud, Eclipse, PODCAST.SYS-CON.COM, API Journal, IoT User Interface, Silverlight, PHP, Wearables

Agile Computing: Article

Web 2.0 - Web 3.0 - The "Social Web"

The Web is very different now, some call it Web 2.0 or even 3.0, perhaps we should just call it the "Social Web"

Jeremiah Owyang, of the popular Web Strategy by Jeremiah blog (and now an analyst at Forrester), wrote a post several months ago entitled The Irrelevant Corporate Website. And in typical Owyang style, it is thought-provoking and has been translated into several languages, including Greek, Swedish, and German. As one of the owners of a digital marketing and communications company, I'd like to extend Owyang’s argument that the corporate Website is irrelevant, and present a framework that just might make it more relevant than ever.

Let's consider the pages of a traditional corporate Website. They include an “about me” page, a contact page, a careers section, and probably a page with news and press releases. The words look good on paper, and, more than likely, a committee gave the final sign-off on the site's content. Visitors frequented these pages because they wanted to learn about the company's products and services, contact the company by phone to request more information, or find a job.

The Web is very different now. Some call it Web 2.0 or even 3.0. Perhaps we should just call it the Social Web, because that is exactly what it is. Communities have formed. People are socializing around products and writing reviews, leaving job tips for one another, and even filming do-it-yourself commercials for the products that they are passionate about.

On a daily basis, I am reminded of the pioneering book on networked marketing, The Clue Train Manifesto, whose premise was that markets were conversations: You and me, over a cup of coffee talking about great (maybe even bad) products, except that we are separated by thousands of miles of fiber-optic cable. I'll be honest – it’s an exciting time to be in marketing.

It is important to remember, though, that your market isn't stupid. They are the ones who really know about your products, and they use natural language to tell their friends about them. So when the coffee is too hot at the drive-through, they’ll use simple and poignant language when describing the experience. When your cable technician falls asleep on their living room sofa, they’re going to talk about that – perhaps with a video to help tell the story. When they try to cancel their Internet access and can't, your market is going to talk about that, too. And these conversations have been taken to the Web.

Social networks, social media, and online communities have received a lot of hype; however, they are not a fad. These tools complement how people naturally interact with one another. People are social. Not only are people social, but they are naturally curious. Imagine a customer performs a Google search on your company and the results include a reported problem with your product. If this person investigates the issue and the trail goes cold in the comments, what does this say to the searcher? Now let’s imagine the same situation, but the comments includes a representative of your firm providing some clarity on the issue or even demonstrating how they have incorporated changes for the next release. Of the two scenarios, which would you rather see as a social and curious person?

At my company, we have designed a social media distribution framework (www.r2integrated.com/social). After several conversations with my team, I realized that we weren't necessarily distributing social media; rather, we were aggregating it from the outer edges of the Web where the conversations were. Because we know that customers are out on the Web socializing, our thought process behind the framework was that we would create content for these communities in order to connect to the market. The following framework illustrates how you can use social media as part of your comprehensive Web strategy. We like this framework because it presents an opportunity for all companies to experiment and work within their comfort levels. For this scenario, we have framed these examples within the context of a product release.

If you are new to social media, in terms of the tools and technology or how to integrate them into your product release strategy, consider the following activities.

Sign up for a del.icio.us account. It’s a free social bookmarking service. As you release your product, find some interesting articles or blog posts on the Web and bookmark them. Because your prospects and customers typically search the Web for reviews and recommendations, you can help them save time by rounding up some of the more interesting ones. Even when the articles that you find aren't necessarily positive, you should bookmark those, too. Your customers will find them anyway (you did), and you'll earn their trust by presenting a different viewpoint. Furthermore, your R&D department will appreciate the fact you did some of their work for them. By using some of the tools that come with a del.icio.us account, you can even integrate those links directly into your Website.

If you want to try some more intermediate or even advanced techniques for using social media, you can move from collecting third-party content to producing your own. There are two principal ways that you can do this. First, as part of your product release strategy, you can develop some video content. Because we know that customers and prospects are searching the Web for reviews and testimonials, you have a lot of in-house knowledge that you can tap and distribute on the Web. For example, as part of your product release strategy, you can interview some of the engineers and quality assurance personnel who ensure product quality or safety. Start with an inexpensive video camera and conduct some informal interviews. Ask them about your product and how their role at the company directly shaped the product that we see in the marketplace.

Just as your del.icio.us account provided the tools for embedding its content, popular video sharing platforms, such as YouTube or Blip.TV, also provide this functionality. If you’re not sure where to put these bookmarks and video on your Website, you can always start a blog. WordPress is a popular open source blogging product that is easy to install and configure, and the framework allows multiple content items from various sources. As your product gains or loses traction in the market, consider posting some additional videos. If you really want to be out on the edge, interview your customers and ask them what they think, what they like, and what they dislike.

If you’re ready to move beyond bookmarks and video, you can always release your product in a blog post and experiment with comments. If the thought of not having control over the content comments is worrisome, we recommend having a solid set of guiding principles in place that illustrate what behavior is suitable. Because comments can always be placed in a queue, you can always review them for quality and value.

Social media isn't for everyone. If you are the type of company with enthusiastic customers, it might just be the type of content that you need – not only for R&D, but also to earn trust. If you are committed to innovation and customer loyalty, consider adopting some of the tools that we have discussed here. If you are as honest with your customers as they are with you, your products and services will only get better. So, Jeremiah, we think the corporate Website is as relevant as ever.

More Stories By Matt Goddard

Matt Goddard, head of digital marketing strategy and operations, leads R2i's strategic direction while providing valuable support to client digital marketing projects. Hid business expertise and understanding of social network theory are frequently called upon by R2i clients and partners as they develop their short- and long-term strategic plans. Matt is also responsible for R2 ventures, a division of R2i that makes equity investments in start-up companies launching unique and innovative technologies. Prior to his work with R2i, Matt was co-founder of Impreza, a leading website development and software firm. Impreza was acquired by Sinclair Broadcast Group (SBGI) in 2000.

Comments (2) View Comments

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Most Recent Comments
Paul Chaney 10/31/07 12:35:20 PM EDT

You included a hyperlink to a site that was password protected. Why? You yanked my chain!

Jeremiah Owyang 10/31/07 11:23:15 AM EDT

Thank you so much for extending the conversation, you've provided some practical 'how to' steps for those to start and keep relevant.

@ThingsExpo Stories
Containers are not new, but renewed commitments to performance, flexibility, and agility have propelled them to the top of the agenda today. By working without the need for virtualization and its overhead, containers are seen as the perfect way to deploy apps and services across multiple clouds. Containers can handle anything from file types to operating systems and services, including microservices. What are microservices? Unlike what the name implies, microservices are not necessarily small, but are focused on specific tasks. The ability for developers to deploy multiple containers – thous...
SYS-CON Events announced today that IceWarp will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. IceWarp, the leader of cloud and on-premise messaging, delivers secured email, chat, documents, conferencing and collaboration to today's mobile workforce, all in one unified interface
All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo, November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be.
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
The 3rd International WebRTC Summit, to be held Nov. 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 15th International Cloud Expo, 6th International Big Data Expo, 3rd International DevOps Summit and 2nd Internet of @ThingsExpo. WebRTC (Web-based Real-Time Communication) is an open source project supported by Google, Mozilla and Opera that aims to enable bro...
As more and more data is generated from a variety of connected devices, the need to get insights from this data and predict future behavior and trends is increasingly essential for businesses. Real-time stream processing is needed in a variety of different industries such as Manufacturing, Oil and Gas, Automobile, Finance, Online Retail, Smart Grids, and Healthcare. Azure Stream Analytics is a fully managed distributed stream computation service that provides low latency, scalable processing of streaming data in the cloud with an enterprise grade SLA. It features built-in integration with Azur...
With the proliferation of connected devices underpinning new Internet of Things systems, Brandon Schulz, Director of Luxoft IoT – Retail, will be looking at the transformation of the retail customer experience in brick and mortar stores in his session at @ThingsExpo. Questions he will address include: Will beacons drop to the wayside like QR codes, or be a proximity-based profit driver? How will the customer experience change in stores of all types when everything can be instrumented and analyzed? As an area of investment, how might a retail company move towards an innovation methodolo...
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
SYS-CON Events announced today the Containers & Microservices Bootcamp, being held November 3-4, 2015, in conjunction with 17th Cloud Expo, @ThingsExpo, and @DevOpsSummit at the Santa Clara Convention Center in Santa Clara, CA. This is your chance to get started with the latest technology in the industry. Combined with real-world scenarios and use cases, the Containers and Microservices Bootcamp, led by Janakiram MSV, a Microsoft Regional Director, will include presentations as well as hands-on demos and comprehensive walkthroughs.
Contrary to mainstream media attention, the multiple possibilities of how consumer IoT will transform our everyday lives aren’t the only angle of this headline-gaining trend. There’s a huge opportunity for “industrial IoT” and “Smart Cities” to impact the world in the same capacity – especially during critical situations. For example, a community water dam that needs to release water can leverage embedded critical communications logic to alert the appropriate individuals, on the right device, as soon as they are needed to take action.
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, will introduce the technologies required for implementing these ideas and some early experiments performed in the Kurento open source software community in areas ...
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies leverage disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevOps to advance innovation and increase agility. Specializing in designing, imple...
Consumer IoT applications provide data about the user that just doesn’t exist in traditional PC or mobile web applications. This rich data, or “context,” enables the highly personalized consumer experiences that characterize many consumer IoT apps. This same data is also providing brands with unprecedented insight into how their connected products are being used, while, at the same time, powering highly targeted engagement and marketing opportunities. In his session at @ThingsExpo, Nathan Treloar, President and COO of Bebaio, will explore examples of brands transforming their businesses by t...
In his session at @ThingsExpo, Lee Williams, a producer of the first smartphones and tablets, will talk about how he is now applying his experience in mobile technology to the design and development of the next generation of Environmental and Sustainability Services at ETwater. He will explain how M2M controllers work through wirelessly connected remote controls; and specifically delve into a retrofit option that reverse-engineers control codes of existing conventional controller systems so they don't have to be replaced and are instantly converted to become smart, connected devices.
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts, GM of Platform at FinancialForce.com, will discuss the value of business applications on wearable ...
SYS-CON Events announced today that Micron Technology, Inc., a global leader in advanced semiconductor systems, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Micron’s broad portfolio of high-performance memory technologies – including DRAM, NAND and NOR Flash – is the basis for solid state drives, modules, multichip packages and other system solutions. Backed by more than 35 years of technology leadership, Micron's memory solutions enable the world's most innovative computing, consumer,...
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
As more intelligent IoT applications shift into gear, they’re merging into the ever-increasing traffic flow of the Internet. It won’t be long before we experience bottlenecks, as IoT traffic peaks during rush hours. Organizations that are unprepared will find themselves by the side of the road unable to cross back into the fast lane. As billions of new devices begin to communicate and exchange data – will your infrastructure be scalable enough to handle this new interconnected world?
While many app developers are comfortable building apps for the smartphone, there is a whole new world out there. In his session at @ThingsExpo, Narayan Sainaney, Co-founder and CTO of Mojio, will discuss how the business case for connected car apps is growing and, with open platform companies having already done the heavy lifting, there really is no barrier to entry.
SYS-CON Events announced today that the "Second Containers & Microservices Expo" will take place November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.