Web 2.0 strategies

I wrote this as part of another project. I did not use it so I thought I'd at least record it here as it relates to much that we are doing.

The World Wide Web is about connectivity, communications and information access.

In the late 90's, many organizations began asking themselves "What is our web strategy?"

Countless assessments were carried out. Needs were determined. Websites were built and then rebuilt many times. Messages were honed and graphics became an essential part of most businesses. Over time, a wide array of web applications were developed and deployed. Some were actually used. Website production costs dropped or rose, depending on a variety of factors. For some, websites became a cost center and for others, websites provided new found revenue streams and avenues of communication with customers. One of the most challenging issues for larger organizations was integration of departmental resources and information into a single, cohesive portal.

Many companies took the following approach:

• contract outside experts
• experts hold focus groups and staff interviews
• experts collect relevant data and inventory what is in place
• experts present findings and recommendations
• distribute summary report with a call to action

There are a number of issues with this method. More often than not, this resulted in a great education for the consultants who were contracted to carry out the assessment. While the results might be presented in a fancy report or compelling presentation, the bulk of the knowledge gained was only summarized and little was shared with the rest of the organization. Another issue that arises when commissioning needs assessments is that both management and the consultants tend to have expectations around the outcome results and hence tend to bias what is being measured. Often the results of such assessments consist of recommendations for new systems instead of considering ways to improve what is already in place. Sometimes there is difficulty in implementing outside recommendations due to a lack of internal "buy in". This process is inherently slow since it relies on the consultants to carry out their work around members schedules. Additionally, outside experts rarely have the authority, access or permissions to quickly act on group decisions. Assessments for mid to large sized organizations often ran $50-100K and implementations typically run $200,000 and above.

So, at the risk of repetition and under pressure from much marketing and news hype, organizations are prompted to ask "what is our web 2.0 strategy?"

While it might seem that Web 2.0 is about technology or social networking, Web 2.0 is more about conversation, cooperation, coordination, participation, collaboration, sharing, community, service, interactivity, openness and empowerment.

In that spirit, it makes sense to ask what one's "Web 2.0" strategy should be, but this time the answer should come from the experts that make up your organization, community or audience.

How does one do that?

The fundamental tool is face-to-face meet-ups with people that are passionate about the issues that matter to you.

Organize regular, open, publicized social meet-ups. These can be weekly coffee or a monthly dinner. Invite interesting guests. Provide wi-fi and food. Do it somewhere fun. Start conversations with people around topics of mutual interest. One of the long-term goals of the meet-ups is to promote and organize an "un-conference" utilizing the principles of "open-space" around the group's topic.

You are the experts at what you do and so all deliverables will be defined and produced by your own organization, not consultants.

Properly facilitated, this can often be accomplished quickly and on a much smaller budget.

To be continued ...

(images from http://www.flickr.com/photos/inky/306984319/, http://www.flickr.com/photos/thevoyagers/398768220/ and http://www.flickr.com/photos/francoismoblog/430505535/)