Web 2.0 - Corrado Sbano 2.0

Go to content

Main menu

Web 2.0

Since 2004, the term "Web 2.0" features the changes to the social web, in particular the current business models on the World Wide Web, reflecting in a way the transition from modern to what some call post-modern era of the web.

Today we live in an era in which each individual wants to be a player and likes to compare their ideas with those of others. The way we communicate "one to many", typical of the Web 1.0 and the traditional mass communication, has become "many to many" communication. Television and the radio have already changed the way they monopolize their content, choosing a more interactive way to engage the public. In modern Talk Shows, for example, the audience is more involved by being invited to send emails that are often read and commented in real time, or through the twits that are sent to the Twitter page belong to the program.

Anche Even the way we do business has changed: the market today is heavily influenced by the "perception" of the product, where today we tend to create a more interactivity to lead the customer to purchase or show the preference for a particular Brand. Advertising, corporate blogs of recipes and information on food & beverage products, online promotions, Virtual Stores, are all tools 2.0 for a way to tell the customer that he is no longer the passive purchaser of this or that product, provided it's on discounted price. Today we tell our customers that he is followed in his choice, listened about his needs and often rewarded with a gift for his loyalty to that particular brand or service.

Not only. Today the customer with his choices and his judgment comes to influence the product to the point of forcing companies to require its active collaboration. This is a direct consequence of the great interactivity offered by Web 2.0.

"Just a negative critique expressed by an authoritative voice and followed the web, can influence negatively your customers and ruin your Brand."


Effects of viral on the web.
It 's the case of Dave Carroll, Canadian musician, and the "United Breaks Guitars", a protest song played with his band, Sons of Maxwell. It tells a real life experience of how his guitar was broken during a trip on United Airlines in 2008, and the subsequent reaction of the airline. Upon its release, July 6, 2009, the song quickly became popular on YouTube and iTunes, reaching 500,000 visitors in just three days, and it was a real embarrassment for the American airline.


The static communication typical of Web 1.0 has been gradually replaced with a new form of communication more "interactive".

But where did this evolution of web communication generated from?

Since the early 2000s, made their appearance a number of programs with high content of interaction between the website and the user: blogs, forums, chats, wikis.
To these were added the new platforms of media sharing as Flickr, YouTube, Napster, up to the appearance of the first social networks: My Space, Facebook, Twitter, LinkedIN, Google+, etc..
This marked the birth of a second generation of the World Wide Web that focuses on the ability of people to collaborate and share information online.

Tim O'Reilly, founder of O'Reilly Media, gives the following definition of Web 2.0:

"You can view Web 2.0 as a set of principles and practices that tie together a veritable solar system of sites at a distance that varies from the nucleus."

(cit. O'Reilly Network, September 30th, 2005)

 Graphic representation of Web 2.0, described by Tim O'Reilly.

What distinguishes Web 2.0 is thus the creation of content that are placed on the network and that are shared through the interaction between web users. More the content is interesting, creative, eye-catching, trendy, more they become viral and shared among millions of users in more or less time.

It follows that corporate communication has had to adapt to this new creative trend, adopting marketing strategies that will allow companies to interface directly with their customers in a more interactive and sensational way. In recent times, in fact it is widespread practice of Non-Conventional Marketing (otherwise known as Guerrilla Marketing) to define the new trend of communication by companies.

"a form of low-cost and unconventional promotional advertising, obtained through the creative use of tools and aggressive strategies that leverage the imaginary and on the psychological mechanisms of end users."   

(cit. Jay Conrad Levinson - Guerrilla Marketing - 2007)

Back to content | Back to main menu