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Index
Web 2.0: A Strategy Guide
Dedication
Foreword
Preface
What Is Web 2.0?
Who Is This Book For
What You’ll Learn
Implementing Web 2.0
How to Contact Us
Safari™ Books Online
Acknowledgments
1. Users Create Value
Flickr and Collective User Value
Collective User Value and Positive Network Effects
Trusted Context for Interaction and Community
Reaching, Tagging, and Monetizing the Long Tail
Six Ways Flickr Created User Value Through Interaction
Open Up Digital Content to Global User Interaction
Create Better Search Through User-Generated Information
Discover and Explore Through Online Groups
Catalyze and Amplify Group Social Network Effects
DIY Self-Service Syndication
Encourage Others to Become Part of Your Digital Ecosystem
Why Sharing Can Be Profitable
Flickr’s Cost Drivers
Calculating Company Value
Looking Back: Netflix’s Different Challenges
The Costs of Growth
Escaping the Trap
Lessons Learned
Customer Acquisition Costs, Inventory, and Growth Rate
Cash Flow Curves and Time to Profitability
Company Financial Valuation
Entrepreneur/Founders’ Net Worth at Exit
Questions to Ask
Strategic Questions
Tactical Questions
2. Networks Multiply Effects
Web-Enabled Online Network Effects
N-Sided Markets
Google’s Combination of Network Effects
Demand-Side Network Effects and Critical Mass
Getting Advertisers to Pay for Keywords: GoTo
Google’s Entry
PageRanking optimization of organic search
AdWords: A self-service way of reaching the long tail of search query
AdRank to determine advertisement positioning
Compounding network effects
Blogging for dollars
The Ups and Downs of Positive Feedback
The AOL/Google Story
Lessons Learned
Questions to Ask
Strategic Questions
Tactical Questions
3. People Build Connections
Social Roles: Online and Offline
How Online Changes Social Networking
The Shift from Snailmail to Hotmail
Connectors, Mavens, and Salesmen at Broadband Speed
How Many Customers and How Quickly?
Rogers Adoption Curve
The Bass Diffusion Curve
LinkedIn: The Rolodex Moves Online
Rapid Growth
Trust and Degrees of Separation
Monetizing Social Networks
Facebook: Introduce Yourself Online
Facebook’s Initial Growth
Viral Growth at Facebook
Viral Applications
The Limits of Viral: Facebook Beacon
Lessons Learned
Climbing Social Networks
Value Generation in Social Networks
Acceleration
Questions to Ask
Strategic Questions
Tactical Questions
4. Companies Capitalize Competences
External and Internal Forces
Developing Dynamic Capabilities: Before the Web
From Online Syndication to Competence Syndication
Software as a Service (SaaS)
Finding Competence Across the World: IBM
Integrating Linux and Apache
Mentoring
Ecosystems and competence syndication
Giving Away the Store: Amazon
First steps: letting other sellers into the store
Next steps: sharing back-office competences
Helping others share competences
Encouraging Competence Mashups: Google
Lessons Learned
Questions to Ask
Strategic Questions
Tactical Questions
5. New Recombines with Old
Styles of Innovation
Competitive or Collaborative Innovation?
Styles of Collaborative Innovation
Democratized Innovation
Crowdsourcing Innovation
Open Source, Ecosystem, and Platform Innovation
Online Recombinant Innovation
Bridging, Not Disrupting
Integrating Ecosystems: Apple’s iPod
Platform Innovation Ecosystem #1: Production
Platform Innovation Ecosystem #2: Creative and Media
Platform Innovation Ecosystem #3: Accessories
Platform Innovation Ecosystem #4: User-Provided Metadata
Recombinant Innovation
Working with the Carriers: Jajah
The User Experience
Alliances Make It Work
More Recombinant Innovation: The iPhone
Lessons Learned
Questions to Ask
Strategic Questions
Tactical Questions
6. Businesses Incorporate Strategies
Five Steps to Web 2.0
Build on Collective User Value
Activate Network Effects
Work Through Social Networks
Dynamically Syndicate Competence
Recombine Innovations
Building Web 2.0 Business Plans
Market Analysis
Competitive Analysis
Products and Services
Time Line and Milestones
Management and Executive Team
Financials
Look Around While Moving Forward
End Notes
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Bibliography
Index
Copyright
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