Table of Contents
Introduction
What is Web 2.0?. . . ?4
Is it REAL or it is all just HYPE?. . . . . . . . . . . . . . . . . ?7
Why is this happening now?. . . 10
Isn’t this just BUBBLE 2.0?. . . . . . . . . . . . . . . . . . . . 12
How do you apply Web 2.0 thinking to YOUR business?. . 14
Warning! Construction Ahead!. . . 19
What do you do on MONDAY morning?. . . . . . . . . . 21
Acknowledgements. . . 22
End Notes. . . . . 23
What is Web 2.0? Why do I care? What do I do about it?
Introduction
As you read this, industries are being disrupted. Yours May Be Next.
You need to understand what is happening so that you can lead your
organization successfully in these times of turbulence.
The classified advertising industry is collapsing; the public relations industry is undergoing a
radical make-over; the newspaper and media landscape is being turned upside down by the
social media movement; the hundred year old telephone business is facing its largest threat
ever…and losing; the global auctions industry has already been up-ended.
This is just for starters.
The purpose of this manifesto is to introduce you to Web 2.0 principles and concepts so that
you may help your organization formulate a Web 2.0 strategy to address this next “sea change”.
What is Web 2.0?
Have you heard of blogs? How about wikis? RSS? VoIP? Podcast?
This alphabet soup is just the tip of the iceberg. They are all part of
something called “Web 2.0.”
Web 2.0 has many definitions and a lot of them are either incomplete or too technical.
Because we wanted to take a high-level view, the one we will use is:
“Web 2.0 is a group of economically, socially, and technologically driven changes in
attitudes, tools, and applicati ...