Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations |  | Author: Amy Shuen
Publisher: O'Reilly Media
Category: Book
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Rating:  30 reviews
Sales Rank: 35069
Media: Hardcover
Edition: 1
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 8.6 x 5.9 x 0.9
ISBN: 0596529961
Dewey Decimal Number: 004
EAN: 9780596529963
ASIN: 0596529961
Publication Date: April 17, 2008
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Product Description
Web 2.0 makes headlines, but how does it make money? This concise guide explains what's different about Web 2.0 and how those differences can improve your company's bottom line. Whether you're an executive plotting the next move, a small business owner looking to expand, or an entrepreneur planning a startup, Web 2.0: A Strategy Guide illustrates through real-life examples how various businesses, large and small, are creating new opportunities on today's Web.
This book is about strategy. Rather than focus on the technology, the examples concentrate on its effect. You learn that creating a Web 2.0 business, or integrating Web 2.0 strategies with your existing business, means creating places online where people like to come together to share what they think, see, and do. When people come together over the Web, the result can be much more than the sum of the parts. The customers themselves help build the site, as old-fashioned "word of mouth" becomes hypergrowth.
Web 2.0: A Strategy Guide demonstrates the power of this new paradigm by examining how: - Flickr, a classic user-driven business, created value for itself by helping users create their own value
- Google made money with a model based on free search, and changed the rules for doing business on the Web-opening opportunities you can take advantage of
- Social network effects can support a business-ever wonder how FaceBook grew so quickly?
- Businesses like Amazon tap into the Web as a source of indirect revenue, using creative new approaches to monetize the investments they've made in the Web
Written by Amy Shuen, an authority on Silicon Valley business models and innovation economics, Web 2.0: A Strategy Guide explains how to transform your business by looking at specific practices for integrating Web 2.0 with what you do. If you're executing business strategy and want to know how the Web is changing business, this book is for you.
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Showing reviews 1-5 of 30
 Web 2.0 in Business Terms April 27, 2008
Robert L. Stinnett (Boonville, MO)
15 out of 18 found this review helpful
I was lucky enough to receive an advanced copy of this wonderful book. I normally don't set aside current books to dive into a new one, but this is a book that I've been waiting on for a long time and I was eager to jump right in -- and what a treat it turned out to be!
If you aren't a techie, Web 2.0 probably doesn't mean much to you. You might think it is just the "next version" of the Internet or just a new way of doing things online -- such as blogging, video, etc. In this the book the author shows you that Web 2.0 is so much more than the "what" -- it's actually mostly about the "how".
How can a business -- be it IBM or your one-man home-based operation -- benefit from new advances and developments online? How can you change your way of thinking about business to take advantage of the power of communities that are popping up all over the Internet? How can you learn from others, such as Amazon and Flickr, who made major changes to their business models and discovered new ways of doing business?
If you want another book on geek tech, then this book isn't for you. If you own your own business, or are just merely an employee looking for innovative ways of getting things done, this book is for you. I have no doubt that there will be people who read this book who will have an "Aha!" moment and transform the Internet even more. I learned so much from this book that it is difficult to just pick one or two main points to focus on.
When you are done with this book you'll understand how revolutions and evolutions on the Internet have changed the way we do business -- from online to offline. You'll also better understand how social networks play such a crucial role in everyday life and how they are turning traditional business models on their head.
You owe it to yourself to read this book -- your take on business will never be the same afterwards.
Paradigm Shift About Social Networking May 5, 2008
F. Liao (Los Angeles, CA)
6 out of 6 found this review helpful
Web 2.0 (the book) does a great job to bridge the gap about how valuable social networking and collective intelligence is. This book is a great explanation of how Web 2.0 can be an economic success instead of the common question "How can a social networking site make money". The author explains very well how the business model works in comparison to traditional web commerce. If you need to connect the dots why Web 2.0 works, then this is a great book.
On a side note, I noticed that the author gets away from explaining why sites like YouTube work (maybe because the author cannot provide strong reasons of an economic model other than Google keeping it's relevance by owning traffic).
A must read for both, entrepreneur and business students July 10, 2008
Manny Hernandez (Bay Area, CA)
4 out of 4 found this review helpful
Relying on case studies ranging from Flickr and Facebook to Netflix and LinkedIn, "Web 2.0: A Strategy Guide" provides entrepreneurs, corporations and business administration students equally with a resource to make sense of the business side of all things Web 2.0.
The book doesn't go into technicalities or spend time on design matters as they typically appear in Web 2.0 applications today: as a matter of fact, it abstracts itself from look and feel of the sites analyzed, focusing on how the different sites make money.
The result is a five step action plan that starts with building on collective user value (users no longer are mere consumers of content, but rather active contributors and creators); activating network effects (seeking the ways in which a business can leverage the multiple connections between the layers, places and groups and how they can grow your offering); working through social networks (the fundamental building block of the Web 2.0 economy); dynamically syndicating competence (picking your battles and doing what you do best faster, making it accessible to more people); and recombining innovations (looking for ways to connect the online with the offline, the new with the old).
The result is a book that is highly recommended if you are looking to take your business to the next level of the social web: a place where being social is not merely an option but a requirement.
Do you want to create a Web 2.0 business, or integrate Web 2.0 strategies with your existing business? May 20, 2008
Jeff Lippincott (Princeton, NJ USA)
6 out of 7 found this review helpful
I think this is a very good book. It is not a book of buzzwords and hype. Its chapters lead with theory, go to detail, end with lists of lessons learned, and finally provide a list of questions and answers (Q&A). There are the following six chapters included:
1. Users create value
2. Networks multiply effects
3. People build connections
4. Companies capitalize competences
5. New recombines with old
6. Businesses incorporate strategies
In the Q&A sections there are both strategic questions and tactical questions to help the reader get a better handle on how Web 2.0 allows entrepreneurs to make more money by targeting a smaller market that seeks hard-to-find products and services instead of large volumes of popular items. Apparently Web 2.0 is all about "the niche." And it is all about networking with other sellers and the customers.
This book points out that Web 2.0 is about creating multiple streams of revenues as opposed to single streams. Instead of just generating sales of a product or service, Web 2.0 thinking and logic demands that the Web site owner consider generating membership fees, advertising fees, licensing fees, sponsorship fees, and yes, sales of product and services of their own or through affiliate relationships.
The five-step action plan included in this book includes the following steps:
>>Build on collective user value
>>Activate network effects
>>Work though social networks
>>Dynamically syndicate competence
>>Recombine innovations.
If the above list does not make sense to you, then I highly recommend you read this book. It will after reading the chapters. Do you want to create a Web 2.0 business, or integrate Web 2.0 strategies with your existing business? If so, then you'll be creating places online where people like to come together and share what they think, see, and do.
Four large and popular companies are used as examples of leaders in using Web 2.0 in their business models: Google, Flickr, Facebook, and Amazon. I think we all know a lot, or at least something, about each of these companies. So their use in this book was excellent in my humble opinion.
This book is only 172 pages long until it gets to the endnotes and bibliography. Maybe it is kind of short? But I won't hold that against it. There is much good content between its covers. And the bibliography was quite impressive. It spanned from pages 215-235 and was packed with tons of great books and articles for the reader to seek out and read. 5 stars!
Harnessing Social Network Effects May 22, 2008
Jose M. Baeza (Sierra Vista, AZ USA)
3 out of 3 found this review helpful
Since I work in the technical side of web development, I somehow expected this book to be more about the technical attributes of this new phenomenon called Web 2.0. I was ready to read about AJAX and similar recent technical innovations and their effect on using the Internet to more successfully conduct business. Instead, the author, Amy Shuen, clearly states that this book is about strategy, rather than a focus on technology. The word "strategy" is in the book's title!
The book indeed focuses on marketing strategy. Ms Shuen demonstrates through real-life examples how various companies are creating new opportunities for success through Web 2.0 business models. She delves into the workings of Flickr, Google, Facebook, and Amazon to demonstrate how the underlying principles she has identified as Web 2.0 processes have been applied to drive each company to growth and profitability. Using Web 2.0 strategy, a company can start by offering a free service, such as a free search capability (Google) or a place to store, organize, access, and share personal photos (Flickr). The next step is then to reach a critical mass of active uploaders or users of the service to create powerful cross-network and social network effects. These network effects then can be mined for advertising and targeted pay-per-click marketing. Who would have thought a great free search web site could make billions of dollars per year!
There is still some amount of disagreement about just what Web 2.0 means, with some people labeling it as a meaningless marketing buzzword, and others accepting it as the new conventional wisdom. Tim Berners-Lee, the creator and architect of the web, in fact, has some really big doubts that Web 2.0 is different from Web 1.0 at all. On the other side, Tim O'Reilly, whose Web 2.0 conferences gave the name to the phenomenon, gives the following examples of Web 1.0 versus corresponding Web 2.0 entities:
Double Click versus Google AdSense; Ofoto versus Flickr; Akamai versus BitTorrent; [...] versus Napster; Britannica Online versus Wikepedia; personal websites versus blogging; page views versus cost per click; screen scraping versus web services; publishing versus participation; content management systems versus wikis; directories (taxonomy) versus tagging ("folksonomy"); stickiness versus syndication.
The above comparisons did provide me some sense of differentiation between Web 1.0 and Web 2.0 properties; perhaps it might also enlighten some readers of this book.
In Chapter 6, the author presents her list of five steps to successful Web 2.0 implementation. She states that a key ingredient of many Web 2.0 projects is their ability to collect information from users and then share it in a form that people are willing to pay for. Determining how to build this collective user value is the difficult but essential first step. Another huge step is how to use the created network effects to achieve a successful and continuous revenue stream. This chapter, as well as the entire book, consists of guidelines and suggestions, of course, not clearly delineated steps to successful Web 2.0 implementation.
I would recommend this book both to the entrepreneur and business type person and to the "techie" person. I learned many things about Web 2.0 companies, the power of collaboration and social networking, and marketing strategies. The author's "End Notes" section of the book was also a great source of information and explanations about the whole subject of Web 2.0 terms.
Showing reviews 1-5 of 30
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