Web2.0 View

Janet Hu    Blog address: http://blog.sina.com.cn/netpr

互联网的应用可以说给人类的生活、尤其是商业社会带来了·­天覆地的变化和益处。当Web1.0在社会中驰骋了很久的时间后，Ó­来了崭新的Web2.0时代，成为了互联网发展史上的一个巨大转折点。事实上网络泡Ä­之后的沉寂带来的是互联网又一代的革新，这时的革新通常标志着蒸蒸日上的技术已¾­开始占领中央舞台。Web2.0时代的概念代表了针对不同人群的不同意义，作为一种创新的媒介形式、一种集中的社群环境、一套全新的营销理念，创造了一个全新的互动平台，使得网络世界不再是一个大看场，而是成为了一个随时可以介入的集体活动中心，同时集体的智慧也在这里大放光彩。¾­典的互动营销案例“‘书’赢天下”在此成功演绎了一场集体智慧大比拼，全国范围内的参与者都给予了大力支持，并使该活动不断推向高潮。Web2.0技术的独特魅力必将在将来越来越大地发挥它的作用和价值。我们在期待！

“Entrepreneurs never had such kind of good opportunities to spend so little capital to set up a new company.” said by a successful entrepreneur, Choc Rolls, the founder of www.excite.com, in 2005. Here is a typical case: excite.com spent 3 million dollars to found it, however, Jot Spot’s new company just spent 1 million dollars. He made a conclusion of 2 reasons: the cheap hardware on the basis of original free software, internationalized labor and search engine system for reaching a global market. All of this shows the impact of internet that is upgrading on end. 

The extent for people using internet is far ahead of that five years ago because the importance of the network is increasing all the time for the attention of lots of customers. There are many styles for Web2.0 marketing application with users as core, including Blog, Common picture file like Flicker, Open editing like Wikipedia, and Common bookmark like Delicious, etc. Experts think that all of these technologies of Web2.0 are overthrowing traditional ideas which include how to structure software, how to collect, share, transmit information and so on. Web2.0 has changed every aspect of internet environment and also every ache of internet marketing.

From the point of view of marketing, Web2.0 means at least 3 aspects: one creative media style, one integrated social environment, and one brand new marketing thought. The increasingly popular Blog is considered as the typical marketing way of Web2.0.

The next, let’s look at some examples:

1. The Web as a Platform

If Netscape was the standard bearer for Web 1.0, Google is most certainly the standard bearer for Web 2.0. At bottom, Google requires a competency that Netscape never needed: database management. Google isn't just a collection of software tools, it's a specialized database. Without the data, the tools are useless; without the software, the data is unmanageable. Not surprisingly, other web 2.0 success stories demonstrate this same behavior, e.g. eBay.

2. Motivated Collective Intelligence

The central principle behind the success of the giants born in the Web 1.0 era who have survived to lead the Web 2.0 era appears to be this, that they have embraced the power of the web to motivate collective intelligence.

Another classic case here,

the interactive marketing by Web2.0,

Book Win the World.

Human beings are always expecting a classic case of Web2.0 to guide its marketing direction. On 31st, August, 2007, the activity Book Win the World, hosted by Beijing Copy Right Administration, Founder Group, Beijing Copy Right Protection Association and Beijing Counter-Pirate Group, and undertaken by Beijing Copy Right Agency Co., Ltd. and Founder Apabi Technology Co., Ltd., formally started-up. This activity, to solicit web articles for contest (http://sy.idoican.com.cn), has drawn broad attention from all over the society, which set up a successful case of interaction on the Web2.0 platform and provided great reference for the future users.

Just in the beginning days of the contest, more than 500 articles came from all over the country. The intensiveness of the contest and the enthusiasm of readers do break the complexion of such kind of contests before. This is not only because of the influence of Apabi or Beijing Copy Right Agency, but also of the use of their network platform to a larger extent, having creating a classic case of interactive marketing on web in Web2.0 era.

In this Web2.0 era, web user experience becomes the most important, since users want to become hosts of websites more. Web marketing does not draw users’ attention just by banners, pop-up advertisements or other styles like those, but by the way of creative developing pattern. On the basis of paying much attention to user experience, it is a must to send the marketing information to customers through a proper form which is just the way that the above activity uses totally.  The contest lays more channels for readers to comment, poll and remark in BBS, etc, encouraging more and more readers to join in. For instance, readers can comment on any one of the articles and authors can also answer readers’ questions and share creating experience with patience. Meanwhile, other readers can make the same or similar remark to follow up so as to pose an interactive exchange on some hot topic which shows the open and comprehensive characteristic of web2.0 users. In addition, the Forum of the contest offers a playground for web users to exchange reading views, ideas and make friends. All of these enable reader s and writers to interact and exchange ideas through the network platform www.idoican.com.cn, which let people deeply touch the special experience.

At the same time, all the articles for the contest will be recommended to be published home and abroad with 100 opportunities. And excellent works will have the chance of being made into TV shows or movies. In order to encourage Chinese books to go abroad, The State Department and News Press Bureau are implementing the program of Chinese book going abroad, so excellent works may attain the financing support to be transmitted. Lots of presses can find good writers here for creation.

With so little cost, so fast search, so big capacity, so convenient editing and so protective environment, more and more publishing companies are looking for their own break-through. This time for so many presses searching for web writers is a best proof. On the platform of win-win and the support from Founder, a harmonious digital press industry is being formed.

The contest is still in the process. We believe that more writers and more readers are expecting, and more excellent works will pop up. Therefore, this era of Web2.0 will bring limitless amazing experience to web users.

To sum up, we can understand Web2.0 in these three aspects: a) web user experience as the center; like customers commenting on products or service, etc. b) marketing as the center, like B2B by which enterprises attracting their customers; c) interaction with diverse media, like the TV show Super Girls. So the impact of using Web2.0 cannot be neglected. But what is most important for business is the upgrade of Web2.0 for corporations. The success of Web2.0 application requires network companies to strive all the way, even the participation of high rank leaders of them. We will expect more beautiful tomorrow, and never give up exploring & practicing corporation internet.