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Paul Lomax www.twopointoh.co.uk
Web 2.0 Strategy
10 Tactics for Web 2.0 Success
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#1. Create a community• Membership:
profiles, friending, groups
• Influence: audience feels in charge
• Fulfil needs: Social, Ego & Self-actualisation
• Greet every new member
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#2. Simple proposition• Can you explain your
website on the phone?
• “A benefit to the person that makes a real difference in their lives”
• Passive as well as active participation – voting with feet
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#3. Viral growth• Encourage word-of-
mouth: altruistic and incentivised
• Build-in ways to share• On-ramps: Lower
barriers to invite friends • Natural network effects
– more value with more ‘friends’
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#4. Beta / continuous R&D• Don’t be afraid of
experimentation• Open dialogue with
users, involve in decisions
• Easy feedback mechanism = free testers
• Development is a process not an event.
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#5. Platform for advertisers• Genuinely introduce
advertisers with the right consumers
• Create opportunities to interact
• Keep it relevant and useful
• Remember: advertising is the icing on the revenue cake
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#6. Outside in, inside out• Let the outside in• Import widgets, RSS,
APIs – use even competitors’ content!
• Let the inside out• Syndicate through RSS,
widgets, open APIs• Set your content free,
let users do your marketing
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#7. Overwelm the microcosm• You still need to
target an audience!• Location
– xianei.com = china
• Interest– myspace.com = music
• Identity – ivillage.com = female
• Condition– theknot.com = marriage
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#8. Be profitable• Traffic acquisition
costs – don’t make a loss driving traffic
• Consider paid-search as a cost of sales
• Check content creation costs
• Measure total revenue per visit
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#9. Content mix• Expertise is relative
– like-minded, pro or otherwise
• Specific drives off the general
• Be comprehensive• Mix broad and
narrow, long-tail and mass-market, pro editorial and UGC
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
#10. Sell something• 100% advertising
revenue = eggs in one basket
• Virtual: Facebook gifts; Second Life land; ad-free membership
• Real: DeviantArt prints; merchandise; a service
• Does your anonymous data have a value to any businesses?
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Paul Lomax: A Web 2.0 Strategy www.twopointoh.co.uk
Credits & Inspiration• Tara Hunt
– http://twopointoh.co.uk/2007/02/20/building-online-communities-tara-hunt-citizen-agency/
• Jeffery Rasport– http://twopointoh.co.uk/2007/03/10/staying-competitive-in-the-digital-era-jeffery-rasport-marketspace-llc/
• Peter Horan– http://twopointoh.wordpress.com/2007/03/11/5-corner-stones-of-successful-content-and-monetisation-success/
• John Musser & Tim O’Reilly– http://twopointoh.co.uk/2007/01/20/oreillys-web-20-principles-best-practises-report/
• Photos credits:– richard_am, phitar, darkmatter, (nz)dave, Scott Foy, eye2eye, ,
Valerie Reneé, vaXzine, alexmuse and Paul Lomax!