Archive for the ‘web 2.0’ Tag

Foundation of Web 2.0 Series

Many business are utilising web 2.0 concepts as a way to maximize their exposure online, while building online communities around their products through services like Facebook, twitter and blogs. The following post in this series looks are how different online sites and services are building from the concepts Tim O’Reilly has developed that are the foundation of a strong business model in the web 2.o. The eight core patterns explored are:

  1. Harnessing Collective Intelligence
  2. Data is the Next ‘Intel Inside’
  3. Innovation in Assembly
  4. Rich User Experience
  5. Software above the Level of a Single Device
  6. Perpetual Beta
  7. Leveraging the Long Tail
  8. Lightweight Models and Cost-Effective Scalability

These patterns highlight the transition of moving an site/service online from web 1.0 to web 2.0, and using the internet as a platform.

First up in the series I will be looking at Digg and how it has been Harnessing Collective Intelligence.

Further reading on Tim O’Reilly’s excellent research into this topic can be read here

Core Patterns of web 2.0

This will be a elaboration from my previous post about how BestBuy is effectively expanding their online identity through Andrew McAfee’s SLATES (Search, Link, Authoring, Tags, Extensions and Signals), and Wkinomics business model (Peering, Being Open, Sharing and Acting Global). It will highlight the core web 2.0 patterns that was highlighted in O’Reilly Radar Report titled Web 2.0 Principles and Best Practices and reference by Dion Hinchcliffe’s introduction.

Here are the 8 Core Patterns for web 2.0

  • Harnessing Collective Intelligence: Sometimes described as the core pattern of Web 2.0, this describes architectures of participation that embraces the effective use of network effects and feedback loops to create systems that get better the more that people use them
  • Data is the Next “Intel Inside”: A phrase that captures the fact that information has become as important, or more important, than software, which has become relentlessly commoditized.
  • Innovation in Assembly: The Web has become a massive source of small pieces of data and services, loosely joined, increasing the recombinant possibilities and unintended uses of systems and information.
  • Rich User Experiences: The Web page has evolved to become far more than HTML markup and now embodies full software experiences that enable interaction and immersion in innovative new ways.
  • Software Above the Level of a Single Device: Software like the horizontally federated blogosphere (hundreds of blog platforms and aggregators) or the vertically integrated iTunes (server farm + online store + iTunes client + iPods) are changing our software landscape.
  • Perpetual Beta: Software releases are disappearing and continuous change is becoming the norm.
  • Leveraging the Long Tail: The mass servicing of micromarkets cost effectively via the Web is one of the primary “killer business models” made possible by the Internet in its present form.
  • Lightweight Software/Business Models and Cost Effective Scalability: Everything from Amazon’s S3, to RSS, to Ruby on Rails are changing the economics of online software development fundamentally, providing new players powerful new weapons against established players and even entire industries.

Here is how I think that BestBuy has followed these core patterns

  • Harnessing Collective Intelligence: This can be seen by the use of corporate wikis, that managers and staff use to spread information about latest products, updates made to the stores, solutions to possible problems and error made through product descriptions. As it is an opened platform for all who work there, it is able to grow into a very reliable source of information. BestBuy is using ideaX project is very similar to the one created by a group of QUT students called DearQUT. IdeaX is a way that people submit suggestions to improve BestBuy and other vote on ideas they like and agree with.
  • Data is the Next “Intel Inside”: Same with the first core pattern, the implementation of a forum for customers to be a part of buildings a keystone to not only offering the physical device but additional support to all those who use the forum. Information is also broadcasted through their various social networking account on twitter and facebook. This can also been see on the homepage where registered users are able to review products that they have purchased. This provides a great service to other looking at purchasing that product and adds value to the overall experience.
  • Innovation in Assembly: BestBuy uses their BestBuy Connect page as their main collaboration of all their social networking services, and through RSS users are able to follow any new updates.
  • Rich User Experiences: The BestBuy homepage provides a rich experience for new and existing customers, with an easy to navigate site, customer reviews and extensive product search. With the online store it has provided a clean interface to those who visit the site.
  • Software Above the Level of a Single Device: Best buy has implemented a mobile version of the website to make it easier for people viewing the site on a mobile device like a smartphone, or internet enabled device.
  • Perpetual Beta: The use of corporate wiki’s, customer forums and social networking services, it can be said that the transition between old strategies for content distribution and information sharing will be  phased out. And new services like this will be constantly revolving and growing.
  • Leveraging the Long Tail: What BestBuy is able to do with the customer reviews is that they are able to offer a complete buying experience. Where if you were not sure on whether you want to purchase this item, you have the option at reading both user reviews and reviews from, offering an end to end solution to purchasing items.
  • Lightweight Software/Business Models and Cost Effective Scalability: Are using technologies like RSS and various Web 2.0 services to leap beyond their competitors. As many of these servers are run run by BestBuy it has little effect on the infrastructure costs for advertising and promotions that would normally be associated with it.


Companies embracing web 2.0

Here is what i think is one company that is taking full advantage of Enterprise 2.0 practices, while following the model of both wikinomics and Andrew McAfee’s SLATE model.



BestBuy is an consumer big box consumer electronic company and one of the largest specialty retailer of its kind in the United States. Where they have looked to Enterprise 2.0 practices to maximize their leverage over their competitors.

Search: There is a large amount of additional information located on the company’s run forum, as well their presence on many web 2.0 platforms have made them a very searchable company.

Links: Provides relevant information or links covering both internal and external projects, product updates and competitions.

Authoring: This is shown through their contributions and responses to customers on their twitter accounts and as well through facebook and a internal site that gathers all the feeds from all employees on many platforms in one site.

Tags: This can be seen through their use of twitter and incorporating the use of hash tags (#twelpforce), as a way to provide an easy way for employees to search for post by customers who want to directly talk with them.

Extensions: To a degree they are able to look at the traffic created through twitter to see what patterns are developing by the way customers are using this service.

Signals: BestBuy allows users to track update through RSS feeds, for forum activity, site updates even Twitter and Facebook updates from bestbuyconnect

Wikinomics Model

Peering: This is shown in the adoption of a service called loopt, where this allows a avenue for BestBuys employees to post a new idea and share it and corroborate with other employees. Where this is served as a breading ground for new innovations that can be offered by BestBuy.

Being Open: Through the use of Twitter, Facebook, and forums to extend the knowledge of the company as well as provide an additional level of service to customers. This is also carried out internally with the use of staff wikis, and idea sharing services that promote freedom of information within the company.

Sharing: Information is shared very similar to peering, through the use of internal services, between all stores(wiki’s, KeyTrade and WaterCooler).

Acting Global: BestBuy has expanded their physical presence overseas to Puerto Rico, Canada, China, and Turkey. However utilising the advantage social networks they are able to have a global presence to their customer base.


Twitter or not to twitter.

The internet is all about connections, how we connect and interact with all types of media. Be it audio, video, latest news resources, while providing a medium to connect with our friends and families. Twitter does what many other social networking sites fail to achieve, that is its ability to provide a quick an easy avenue for people to broadcast an idea, an opinion, an invitation or a link in a matter of seconds (an of course 140 characters or less). When looking at twitter I see it evolving into what will be known as the Internet Address Book. It will come to the stage where a twitter account is as common as an email address. One of the most important factors for users to try a new service is how many of their friends are using it. Twitter has help combat this initial hurdle with providing a list of popular people/companies on twitter that new users can follow and jump right into the twitter experience.

Overall i fell that twitter has more potential when used with businesses and its ability to alert large amount of new products as well as get feedback straight from the source. Companies like Ford and Dell have shown the true power of listening to people and helping them resolve issue in an open forum and that that they are listening and are wanting to help. Scott Monty is Ford’s head of social media Dell Customer Service Representative

An article from the Wal Street Journal has highlighted the effects of the companies mention here as well as others who are trying to improve their reach to their customers through twitter. As has been proven to be very successful.