Web 2.0 applications are web-based applications with integral networking, as opposed to traditional desktop software solutions like Microsoft Office, simply put. The definition of Web 2.0 is not totally set, but for our purposes, we'll be discussing Web 2.0 applications that businesses can use to enable enhanced communication and efficiency between employees, clients, customers and the outside world. Web 2.0 technologies can add value to your business, improve efficiency, encourage co-operation and stimulate growth.
The benefits of Web 2.0 applications are many: they're available for free testing, require no software installation, and thus no initial financial or technical burden other than the normal costs of an internet connection; and Web 2.0 apps reach out to the periphery of an organization, increasing the flow of information and ideas from all areas of an organization.
The dynamic nature of Web 2.0 allows for knowledge centers to be joined. This is helpful in a case where two employees are working on separate projects with no departmental links but are using shared data sources. A Web 2.0 app will make the users aware of each other, reducing inefficiencies, preventing project overlap and increasing the richness of that shared data source.
The basic rule of Web 2.0 applications is that they get better as more users are added - by harnessing collective intelligence, the information available grows, and links are made between data sources.
Start Small & Grow
Find a Web 2.0 application that suits your business needs. It could be as simple as a scheduling application that allows employees to post meeting times, minutes and interacts with the Google Maps interface to chart locations.
Over time, you may find that you need something as complicated as Inkling, an application which creates an internal predicative market system that allows employees to buy and sell shares in business ideas, directions, and other areas.
Your initial experience with simple apps will give you an idea of how a Web 2.0 application develops, and where larger and more complex apps might be implemented in your business.
Build Ground Level Acceptance
Early adopters or testers will spread the word in your organization. Every company has enthusiastic employees who influence others, even if they aren't always the project lead. Recruit these employees to test your new services - they'll provide valuable feedback, and soon others will join in by the force of those employees' personalities. This approach is much more effective than a top-level directive to adopt a software package.
Experiment and Extend
Goal: Determine which Web 2.0 tools do the job best, and build upon that success.
Much like CRM, Web 2.0 applications are not a panacea. Continuous improvements and changes in the nature of the application or your organization mean that, as time goes on, the app may not even be necessary. However, unlike bulky previous solutions, you won't have to uninstall software or be left with hardware on-site. Think of Web 2.0 apps in the same way you would a space shuttle's external fuel tank. As your business grows and develops, applications may no longer be useful, and can be left to fall away, like the space shuttle jettisons its fuel tank.
After a period of immersion in the world of Web 2.0, you'll soon be able to navigate the world, know which apps will provide effective business solutions, and soon be able to anticipate how a particular application will affect your business.
Johan De Leon is an experienced internet marketing executive specializing in online marketing, CRM and business development.
Other tips on harnessing the power of Web 2.0 for your small business can be found at http://articles.findtarget.com and additional, useful information on business at http://businessrover.com
