As a buzzword, nothing comes close to Web 2.0. Nobody really seems to know exactly what it means, but we hear and read about it everywhere. Is Web 2.0 something you should pay attention to? What will the Web 2.0 experience mean for your agency?
At the consumer level, Web 2.0 refers to blogs, Wikis, social networks, mashups, and similar Web applications that allow people to publish information and content on the Web and to connect and collaborate with others.
Several insurance companies are beginning to experiment with Web 2.0 technologies by updating Web sites to be friendlier for policyholders who want to “connect” with the company. Nationwide Insurance recently launched the “Have the Talk” campaign, a viral marketing effort centered on the difficult conversation friends and family must have regarding personal finances and insurance issues. HaveTheTalkAmerica.com is a site hosted by the company that offers advice and educational opportunities for consumers looking to discuss serious issues with their loved ones, such as teen driving and life insurance options.
Progressive’s new Web site features easier navigation, more personalization and customization, additional and easier-to-use video content, and more visuals throughout. New information on the site’s AutoTech channel includes exclusive content from Ziff Davis Enterprise, which covers vehicle technology such as portable GPS, in-car DVDs, hybrids, and more. Lonely Planet Publications provides weekly Driving Destinations articles that describe great places in the United States to visit, explore, and experience. In addition, Progressive experts provide weekly content to help readers better understand how car insurance works.
This new type of collaboration and information sharing will have an effect on organizations. The CEO of a large publishing firm in Nashville recently agreed to replace his existing corporate intranet with a wiki open source program that will allow each employee to add and edit information contained on the corporate site. If you have never used a wiki, go to www.wikipedia.org, one of the most popular wikis on the Web.
Another place where Web 2.0 technologies and organizations intersect is when companies tap into the “wisdom of crowds.” A well publicized example is Procter & Gamble, which is using collaborative Web sites such as InnoCentive to solicit new product ideas from consumers, rather than relying completely on internal production development teams.
Web 2.0 technologies are not just for kids. Organizations that start looking for ways to leverage Web 2.0 technologies will help advance business and stay ahead of the game. Start small. Use low-cost, lightweight applications. Give employees the opportunity to pick up the ball and run with it.
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February 20, 2008 at 4:19 pm
I think too many people focus on the front-end media aspect of WEB2.0. While it may be true there is more media out there including articles, videos, etc… I think when you get down to it Web2.0 means “collaboration”. The ability to comment on this blog being one of them. The most important aspect of web2.0, by far, is our websites and webapps communicating with each other (mash-ups). For instance wouldnt it be nice for all Agency Management systems to be able to communicate with our carriers services (billing, inquiry, rating)??? Whats standing in the way ? For the most part our vendors dont understand open collaboration opting instead to profit from these transactions… Profit Greatly! We all want “realtime” not because it is a buzz word but because it would be a practical solution in our every day lives. I hope the vendors see this and either reduce their ridiculous “per transaction” charges or do away with them all together. Then more carriers will get on board and we can all look forward to WEB3.0 =)