20
Feb

WEB 2.0. ALL CARDS FACE UP!

Escrito el 20 febrero 2010 por Jesus Guerro en General

2.0? why all people is increasingly talking about it? So, what 1.0 was about?
With no question, the term is being adopted by more companies every day as a symbol of its symbiosis with the new era.
However, all of we are not totally clear about what this concept encompasses even although most of us compound an organic part of its nature.
So, what 2.0 really means? What is or was then 1.0? In which the step forward consists of?
The Web 1.0. represented the birth of the Internet, the ability to publish from a repository, information open to an infinite number of users with direct visual access to such information from any network connection. Thus companies found a channel not only economic in its structure but with a sales and communication to users potential unknown until then.
In Web 2.0, the flow is reversed, the user is no longer a taxpayer who consults information, to become an active agent, someone with possibility to create his/her own space “or microenvironment” from which sending, receiving, or in short, interacting, with other agentes of the network in real time.
Thus the Internet moves from being one film screen to be a theater scenario. Its members go from spectators to on live actors.
So that, social networks were born. There, the user decides who wants to be part of their microenvironment, who wants to reach to and which is message and purpose.
Some social networks like facebook, myspace or twenti have a recreational purpose, ie making friends or contacting with old counterparts or classmates. Others, like linked-in, Infolancer or Xing maintain a clear professional purpose. In the first, users share their hobbies, by contrast, in the second, their career achievements and professional concerns.
If we´d imagine the network as a sphere, in web 1.0 environments, information would be in the center itself, in its core. However W2.0 is a centrifugal energy, information is pushed to the surface, to the crust. Everything is in the foreground.
Knowledge Management is precisely this. We move from a competitive environment where information “is hidden” as a treasure to a new paradigm where information “is communicated” like a treasure.
It makes sense. The easy and widespread accessibility to information along with the shortening of the technological cycles of products forces firms to decide to stop paddling upstream. Thus, they must align with the new trend and become exporters of information; this is how they gain attractiveness to their suppliers, customers and most importantly, their employees. No longer any person will be “anavailable”. Through 2.0 environments, employees have continuous visibility to whom might want to hire their services.
Certainly, Retaining Talent is still today, one of the greatest challenges that companies will have to face in this new decade.
Marketing strategies also change in the new paradigma. Corporations no longer take over the network. In deed, an important portion is shared only between people; going beyond their area of influence. This phenomenon by which the bulletin board is broken into multiple atoms, forces companies to innovate on how they want to reach their Target. Well understood, however, this is a job already done in terms of Marketing Research. Users create their own segments through thematic forums and blogs, offering the companies the opportunity to focus with precision the impact of the message.
In this context, adapting to this new philosophy is a crucial organizational work for companies. The younger generations comes with an natural born 2.0 mind-set and moreover, unwilling to adapt theiselves to old structures. Entities should take note, because time never goes backward.
Web 2.0 is somehow the new popular revolution. Somehow it represents  “The Invasion of the Individual”.
A new playing table in which all cards are face up….are you ready to play?

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