The Risks and Rewards of Implementing a Web 2.0 Strategy

Justine B. Lam

Web Strategist

What is a Web 2.0 Strategy?

The Evolution of the Participatory Web

35% of adults Internet users create content

The age of static websites

Different Organizations, Different Goals, Different Strategies

Engage Your Audience

Listen Up!

Make Them Feel Heard and Respected

Benefits

Web Content• Improved Search

Rankings• Site appears more

active• Adds breadth and depth

to content

Other Goals• Feedback from users,

contributing ideas• Increase visitor’s

engagement with your site brand loyalty

• Breakdown communication barriers

• Increase donation and sign-up rates

Mitigating Risks

• Moderation• Relegation• Participation• Registration• Design

Motrin Moms• Motrin Video

Spread Quickly to Mommy Blogs

• Meme rose on Twitter

• Coverage by NYT

Crisis Management

• Track conversations about your brand

• Have plans in place• Respond quickly on

website• Communicate openly• Add human touch*

*Engaging with Web 2.0 beforehand helps

Reading List

• Li, Charlene and Josh Bernoff. Groundswell: Winning in a world transformed by social technologies. 2008.

• Beal, Andy. Radically Transparent: Managing and monitoring your online reputation. 2008.

• Godin, Seth. Meatball Sundae.

Got Questions?

Justine Lam

justine@justineblam.com