Managing Beyond Web 2.0 – MkKinsey Article

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A recent McKinsey & Co article advocates that organisations should start preparing now for when Web 2.0 morphs into Web 3.0.  The article doesn’t really expand on what it means by ‘Web 3.0’, but there are a few useful nuggets, such as:

  1. Using social networks to listen to what customers are saying (read ‘citizens’ for public sector organisations)
  2. Rather than pushing messages at consumers (citizens), isten to them and think constantly about ways to activley engage with them.
  3. Experiment with social media  – e.g. create an organisation profile on social-networking sites or sponsor an event.
  4. Optimize your Web site so that it connects fluidly with online communities and social-media sites.
  5. Make friends with bloggers and tweet your customers on Twitter.
  6. Make it simple for consumers to link to you and tag your content.
  7. Eliminate the mass-media broadcast mentality: for example, rather than simply buying ads on MySpace, make interactive Web 2.0 and integral part of the communications strategy.
  8. Use the Web tools and quantitative analysis to track the results of your experiments.

The Bottom line is that by focusing on the fundamental aspects of the consumer’s (or citizen’s) online behaviour— not just current best practices—organisations will be better prepared when Web 2.0+ morphs into Web 3.0 and beyond.McKinsey – managing beyond web 2.0 (PDF)

About Post Author

Stephen Dale

I’m a life-long learner with an insatiable curiosity about life. I love travel, good food, and good company. I’m happy to share what I know with others….even the interesting stuff! My outlook on life is pretty well captured in this quote from a book about the legend of King Arthur: “The best thing for being sad,” replied Merlin, beginning to puff and blow, “is to learn something. That’s the only thing that never fails. You may grow old and trembling in your anatomies, you may lie awake at night listening to the disorder of your veins, you may miss your only love, you may see the world about you devastated by evil lunatics, or know your honour trampled in the sewers of baser minds. There is only one thing for it then — to learn. Learn why the world wags and what wags it. That is the only thing which the mind can never exhaust, never alienate, never be tortured by, never fear or distrust, and never dream of regretting. Learning is the only thing for you. Look what a lot of things there are to learn.” ― T.H. White, The Once and Future King So much to learn, so little time!
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