The digital Aim Web 2.0 audit
There is no more heavily a mis-used term in web design and digital marketing circles than web design for Web 2.0 or for the web 2.0 era. The term was originally used by Tim Oreilly of Oreilly Media who had a team of analysts discuss the changes in metrics between the way the major internet players were consumed during the early dotcom years to the 2nd wave of internet culture and consumption of the media. In short the core elements are empowered consumers using the web as a platform that grows with usage. This could be software or a variety of web applications that develop as they are used or simply website content grown by a loyal fan base. The key players of Web 1.0 were the likes of Hotmail, Yahoo, Altavista, Lycos, DoubleClick (Ad Serving), BBC, AOL (who followed a 'trapping' directory model) and Amazon - now the major properties have changed - Wikipedia (ultimate consumer trust), Ebay (auctioneer to retail giant underpinned by user reputation and feedback, ivillage, Popbitch, Myspace, Bebo and the "flag-bearer" of Web 2.0, Google (building a brand by pioneering simple, fast search and PPC that factors quality and by offering reams of additional free software). Web 3.0 may see all software being replaced by evolving web applications. I could go on...
The digital Aim web 2.0 brand audit is about exploring how the customer experience you offer your customers through your website responds to the new empowerment that User Generated Content (UGC) properties have given experienced web users in the last few years. This is not just about adding a forum or a blog it is about creative ideas that show your customer that your brand is adapting to the changes in the media that are taking place all around. The audit covers the following:
- How web 2.0 literate in your customer base? This define the objective for phase 1 website development.
- How is your brand's tone of voice defined in the marketing strategy? Does this need reviewed for web 2.0
- Has User Generated Content been invited on your site? Is it working?
- Customer experience reviews - Are we demonstrating awareness of the importance of excellence in usability for website visitors?
- Define new opportunities for growing customer generated interaction with your brand online.
- Explore additional media options for increased interaction - mobile, Interactive TV (timing of adoption is key to success)
- How much do you know about how your website is being used currently. Is a web analytics model being used for measurement?
- OUTPUT - Defining the new brief to your web development agency
Web 2.0 Audit Process
Digital Project Management services
Mediation and Dispute Resolution
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