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Web 2.0 and Beyond: Understanding the New Online Business Models, Trends, and Technologies [Hardcover]

by Tom Funk
4.4 out of 5 stars  See all reviews (7 customer reviews)

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Book Description

November 30, 2008 0313351872 978-0313351877

Web 2.0 has taken on buzzword status. It's now shorthand for everything that is new, cutting-edge, and gaining momentum online. Web 2.0 can describe particular Web sites; cultural trends like social networking, blogging, or podcasting; or the underlying technology that makes today's coolest Web applications possible. Many Web 2.0 innovations were pioneered by behemoths like Google, Amazon, Apple, YouTube, and MySpace. But even the smallest, leanest companies can take advantage of the new trends, new and open-source programming tools, and new networks. This book presents a wealth of ideas that will enable any business to quickly and affordably deploy Web 2.0 best practices to gain customers and maximize profits.

Web 2.0 is more a series of trends than a basket of things: —More and more, power is in the hands of individual users and their networks. —Web content is distributed, sorted, combined, and displayed across the Web in formats and places not anticipated by the content creators. —New technology now makes rich online experiences and complex software applications possible, and at a low cost. —Integration is breaking down walls between PCs and mobile devices. Web 2.0 is a landscape in which users control their online experience and influence the experiences of others. Business success on the Web, therefore, now comes from harnessing the power of social networks, computing networks, media and opinion networks, and advertising networks. Web 2.0 takes advantage of higher bandwidth and lighter-weight programming tools to create rich, engaging online experiences that compete with television and other offline activities. With examples and case studies from real businesses, this book demonstrates what makes a successful Web 2.0 company, regardless of its size or resources. A non-technical guide, it is aimed squarely at the marketer or business manager who wants to understand recent developments in the online world, and to turn them into practical, competitive advantages.


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Editorial Reviews

From Booklist

The widespread adoption of broadband has created a Web experience that could only be dreamed of just a few years ago. The term Web 2.0 was coined in reference to the proliferation of highly interactive Web applications, including social networks such as FaceBook and MySpace, streaming video, interactive gaming, wikis, user-submitted reviews, and blogs. Mobile Web, or wireless access to the Internet through a cell phone, PDA, or other portable gadget, allows users to move off the desktop; and with the introduction of the Apple iPhone, users have a new, improved portable Web-browsing experience. Funk outlines the latest emerging technologies on the Web, and offers readers the Ten Things You Should Do to Make Your Business More Web 2.0. This highly accessible guide provides the latest information on the most popular activities on the Web; new ways to market, attract customers, and keep your Web site vibrant; and ways to protect yourself from the growing menace of cybercrime. Funk has been involved with Web publishing since 1995 and is currently vice president of client services for Timberline Interactive, a Web-development consultancy. --David Siegfried

Review

"Funk outlines the latest emerging technologies on the Web, and offers readers the Ten Things You Should Do to Make Your Business More Web 2.0. This highly accessible guide provides the latest information on the most popular activities on the Web; new ways to market, attract customers, and keep your Website vibrant; and ways to protect yourself form the growing menace of cybercrime."

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Booklist



"This valuable compendium organizes, evaluates, and places into context online business models, trends, and technologies. It considers where the Web has been and where it is going, with implications of these developments for business. The new generation, Web 2.0, is characterized by a shift to individual users who are now able to customize their Web experience and engage in social communication networks, leading to an integrative experience unimagined in the first, more static iteration of Web-based technologies. Funk, a Web publishing practitioner, traces these complex developments with great clarity, utilizing simple, concise language to frame the discussion. Useful case studies illustrate the potential as the Web evolves in serving customers and creating new business opportunities. The author also traces developments to the Web 3.0 environment. This well-organized and well-written work is essential for anyone interested in the Web and its development, particularly as it relates to the business world. Essential. General readers, all levels of students, faculty, and practitioners."

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Choice



"Librarians will find insight in Funk's analyses of the possibilities of 2.0 (and even 3.0). . . . his book should inspire ideas for better representing our resources to our patrons. Lively discussions of what else we can do to market our libraries will be sparked by his many examples of successful business models. . . . heartily recommended to academic librarians."

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Catholic Library World


Product Details

  • Hardcover: 192 pages
  • Publisher: Praeger (November 30, 2008)
  • Language: English
  • ISBN-10: 0313351872
  • ISBN-13: 978-0313351877
  • Product Dimensions: 9.3 x 6.2 x 0.6 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #295,395 in Books (See Top 100 in Books)

More About the Author

I've been working in ecommerce and website development almost since the dawn of the commecial internet, back in 1995 when I built my first website (using a 28K modem!) for the car collectibles magazine Mobilia.

I wrote my first book, on Web 2.0, in 2008, and followed it up with a book on social media in 2010. Probably the coolest thing about writing these books has been networking with, learning about and sharing the stories of fellow businesspeople -- and continuing the conversation with readers.

Currently I'm a senior marketing manager at Green Mountain Coffee Roasters. Prior to that, I worked at the digital agency Timberline Interactive with clients like Lake Champlain Chocolates, Wine of the Month Club, Garrett Wade, Terry Precision Cycling, Liberty Orchards, The Scooter Store and April Cornell. Before that, I managed the websites of The Vermont Teddy Bear Company, PajamaGram, and Calyx Flowers.

I frequently speak at industry events in the US and abroad including Internet Retailer, ACCM, DMA and Shop.org, Online Retailer, Conversion Conference and other shows. If you're attending a show, let's connect!

I live in Vermont with my wife, three daughters, our beagle Ginny and eleven Golden Comet chickens.

Customer Reviews

Most Helpful Customer Reviews
5 of 6 people found the following review helpful
5.0 out of 5 stars Wow is this FULL of all that is Web 2.0. February 3, 2009
Format:Hardcover
Now you may not know much about what is now called Web 2.0, if not then which planet have YOU been living on, but after reading this book you will know more then even that nerdy 16 year old next door.

Tom Funk jumps from topic to topic with the speed of a run-away broad-band connection yet seems to pull from each topic all that you would need to know to talk knowledgeably with your marketing director at work. He shows you case studies of how each area can and is utilized in real-world situations which is nice seeing as most of this stuff sounds like science fiction to the uninitiated.

Just looking at the Index will tell you that there is something different about this book. Starbucks is right next to Strategy Analytics and MMORPGs is next to Mobile Advertising. Huh? But that's not as important as knowing that you will learn how all these come together to get you up to speed in this ever changing world of Web 2.0.
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4 of 5 people found the following review helpful
5.0 out of 5 stars Highly recommended Web 2.0 book for businesspeople December 14, 2008
Format:Hardcover
I am a nontechnical reader, and I enjoyed this book for its very accessible and clear writing, for explaining what Web 2.0 is about, and for its many practical suggestions for using Web 2.0 in business.
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1 of 1 people found the following review helpful
Format:Hardcover
great intermediate level instructional guide on how to maximize profits through social media, how to create 'sticky' clients, and how to develop new relationships through social networking. A lot of 'history' of the web and how it's evolved... most of that I skipped over, but you may like to read it.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Very useful for the Trillium Digital staff February 27, 2009
Format:Hardcover
Gotta say, the book is wonderful. Fun, informative and an easy read. As a "seasoned" digital marketer, Tom's book was a fantastic reminder on topics I had forgotten as well as an abundance of information on ideas I had never thought of.

Clear, concise and timely. Anyone who runs a website or has an online marketing role should buy this book.

Great work, Tom!
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