Social Web

“Web 2.0”, “Social Web” or “participatory Web” can all be regarded as synonyms, referring to a new spirit of self-confidence among Internet users. The Web is mutating into a medium in which users control the content, form networks and generate information which is then made available to all other users, as opposed to Web 1.0, in which information was generally merely delivered to the Internet user.

The experts surveyed see enormous future potential in the phenomenon of the Social Web. Over 80 percent picked the user-driven aggregation and distribution of knowledge as the key feature. Other important aspects identified were the higher level of networking between Internet users in various areas and the significant importance of the Social Web for businesses (Fig. 40).

Fig. 40:		Importance of Web 2.0 (Digital lifestyle experts)

There is no question that businesses will need to meet the challenges created by the Social Web. The increasingly distributed nature of information flows will require companies to find new channels and adapt their communication processes to the new ways in which Internet users are now handling information. Many of the consumers surveyed assigned a high level of importance to in-house corporate Social Web applications, although the perceived credibility of corporate communication via the Social Web was lower than that for information from other users. Over 70 percent of the consumers rated user-maintained online encyclopedias as their most important source of information on the Internet.

This has very serious implications for businesses. As the Social Web user population grows, companies will have to learn to work with these applications. No one can afford to ignore the Web 2.0 or “participatory Web” phenomenon.

The experts forecast rapid growth in the number of Social Web users over the next few years. The figures predicted for 2015 are impressive indeed – over 60 percent of Internet users are expected to be active in communities, forums, etc., and around 50 percent will be using communication and network services (Fig. 41/multiple service use possible).

Fig. 41:		Growth in the use of Social Web services (Digital lifestyle experts)10

There is no denying the growing popularity of Social Web applications. And the fact that these innovative broadband Internet applications can be differentiated and focused on specific users is also a source of enormous potential. The ability to focus on a particular region (location-based services) is a feature which is particularly attractive to providers of Social Web applications. Over half of the experts were convinced that this kind of specialization would generate real added value for users, and also that the integration of online and offline environments would be enhanced as a result (Fig. 42).

Fig. 42:		User benefits of local Social Web services (Digital lifestyle experts)

The consumers surveyed shared this view, with around 40 percent rating local services as being very important for sourcing and disseminating information. Regional online auctions and classified ads were seen as a very good option, partly for financial reasons, because of the high savings on transport and postage costs.

Virtual shopping – comprising everything from classified ads to music downloads – has become an established part of today’s Internet culture. Internet-based transactions are often cheaper and more convenient for the consumer. As a result, the numbers of people shopping online continue to rise. However the Web 2.0 consumer is more than just another customer: to find out about a product, almost half of the consumers surveyed said they often turned to forums and communities for product descriptions and information on the experience of other users. Interactive corporate Websites were also popular. The clear conclusion is that the correct application of Social Web technologies is of high relevance to businesses (Fig. 43).

Fig. 43:		Shopping on the Social Web (Consumers)

The experts agreed, with around 70 percent assigning a “high” or “very high” level of importance to communities and forums as instruments for businesses looking to boost customer loyalty. The experts also saw significant potential in social networking for personal marketing, and for the in-house and external use of blogs for a wide range of corporate functions (Fig. 44).

Fig. 44:		Importance of Social Web applications for businesses (Digital lifestyle experts)

The Social Web also has a major influence on a company’s business models. Over 70 percent of the experts surveyed were confident that the Social Web would lead to fundamental changes to current business models. They also highlighted its special importance as an innovation driver in this context (Fig. 45).

Fig. 45:		Impacts of Web 2.0 on business models in convergent broadband markets (Digital lifestyle experts)

There are clearly commonalities between the challenges Web 2.0 brings for traditional and “new” businesses. The change processes unleashed by the new technology impact across all parameters of a company’s operations. But is it possible to single out some areas that are particularly exposed?

The experts surveyed identified marketing and advertising as being areas that were particularly affected (Fig. 46). Around 87 percent saw the increasing interactivity of Internet-based offerings as providing a viable tool for increasing user participation, and therefore making advertising more effective. And around 66 percent expected continuing growth in advertising volumes in Web 2.0.

Fig. 46:		Impact of Web 2.0 on marketing and advertisement (Digital lifestyle experts)

The digital future has only just started. Almost every part of our lives is going to be caught up in the digital maelstrom. As well as changing each of us individually, the digital lifestyle will also trigger collective changes at a societal level. The next chapter will consider the nature of this impact.