Web 2.0 and Beyond: Understanding the New Online Business Models, Trends, and Technologies

by Tom Funk

Web 2.0 has taken on buzzword status. It's now shorthand for everything that is new, cutting-edge, and gaining momentum online. Web 2.0 can describe particular Web sites; cultural trends like social networking, blogging, or podcasting; or the underlying technology that makes today's coolest Web applications possible. Many Web 2.0 innovations were pioneered by behemoths like Google, Amazon, Apple, YouTube, and MySpace. But even the smallest, leanest companies can take advantage of the new trends, new and open-source programming tools, and new networks. This book presents a wealth of ideas that will enable any business to quickly and affordably deploy Web 2.0 best practices to gain customers and maximize profits.

Web 2.0 is more a series of trends than a basket of ―More and more, power is in the hands of individual users and their networks. ―Web content is distributed, sorted, combined, and displayed across the Web in formats and places not anticipated by the content creators. ―New technology now makes rich online experiences and complex software applications possible, and at a low cost. ―Integration is breaking down walls between PCs and mobile devices. Web 2.0 is a landscape in which users control their online experience and influence the experiences of others. Business success on the Web, therefore, now comes from harnessing the power of social networks, computing networks, media and opinion networks, and advertising networks. Web 2.0 takes advantage of higher bandwidth and lighter-weight programming tools to create rich, engaging online experiences that compete with television and other offline activities. With examples and case studies from real businesses, this book demonstrates what makes a successful Web 2.0 company, regardless of its size or resources. A non-technical guide, it is aimed squarely at the marketer or business manager who wants to understand recent developments in the online world, and to turn them into practical, competitive advantages.

Genres: Nonfiction

192 pages, Hardcover

First published January 1, 2008

About the author

In his digital marketing and ecommerce career, Tom Funk has played management roles at some of Vermont’s best-loved brands: Gardener's Supply Company, Keurig, Green Mountain Coffee Roasters, Ann Clark Ltd, Vermont Teddy Bear Company, and PajamaGram.

Funk teaches digital marketing at the University of Vermont Grossman School of Business and Champlain College Stiller School of Business, and is the author of three business books: Advanced Social Media Marketing (Apress), Social Media Playbook for Business (ABC-CLIO) and Web 2.0 and Beyond (Praeger).

Funk received his BA from Middlebury College and his MBA from Champlain College.

Reviews

[Tamara · Rating 3 out of 5]

The first part is rather dry and boring, reiterating everything I already knew about 2.0. (Ok, not everything. I learned that products such as LibGuides and Evanced are called SaaS, short for software as a service, and that ROI stands for return on investment. I was also reminded of a service called Ning that I should look at again.)

The "beyond" part of the book was much more interesting, spelling out some of the predictions for the future of the Internet, including the rise of cloud computing and "universal, portable, online identities." In other words, the thing that Tamara wishes for the most; a way to have one portal/ID that will carry you throughout your online profiles.

In other words, I wouldn't have to separately load pictures into Facebook, LinkedIn, Flickr, MySpace, GoodReads, my blog, etc. I could do it once and it would appear for all. Or, I could choose which ones I want it to appear on.

Predictions state that PayPal, Google and OpenID may be the ones to take this concept and run with it. Though the underdog could win out, as has happened during the lifespan of the internet thus far.

Did I just completely geek out? I think I did.

[Tom Walsh]

this is a clear and helpful guide to all the buzzwords and sites that are cutting edge.

[Sarah · Rating 3 out of 5]

I was able to apply these ideas to my research dealing specifically with libraries.

[Crystal · Rating 5 out of 5]

This was an excellent resource. Very good advice about how to use the new internet.