I am not going to go into detail, as he explains a lot of aspects that are to some extent irrelevant to my research about web 2.0 online advertising and marketing.
But he makes a few really interesting points that can be seen online in the marketing world.
The first point, he describes 'the web as a platform' .We are beginning to build applications that take advantage of the webs capabilities, not creating their own networks of data, but instead build applications that works by extracting information data which is already availible, accessible and movable from other providers.
An example would be GoogleMaps, their database is accessible by anyone, and many other companies place the data on their own web presences, generating more interest to themselves.
This also helps Google as the service is provided over a much wider area, not just their own site, creating more recognition for themselves, without too much effort.
The next point that I feel relates to online marketing is Harnessing Collective Intelligence
This means the ability to collect and collaborate user activity, everytime a user makes a contribution to the web or application the service improves for everyone.
An example would be Nike's 'Put it where you want it' campaign
A place where users upload their own content to the web, as one makes a contribution, in this case a video, more content becomes available to interact with, allowing for user generated content which the users want to see.
O'Reilly quotes
'Hyperlinking is the foundation of the web. As users add new content, and new sites, it is bound in to the structure of the web by other users discovering the content and linking to it. Much as synapses form in the brain, with associations becoming stronger through repetition or intensity, the web of connections grows organically as an output of the collective activity of all web users'
Google is another example, everytime someone adds a new website, that URL is then added to the internet's database, Google find this information and allow their users to use it. As more websites get added, their are more possible results for other users find to find, thus become smarter and more improved as users make a contribution
YouTube works in the same way, the more videos added by users, the more content their is for others.
His final point is the Architecture Of Participation, and for me its the main point for marketing and advertising online. Its about somehow, someway of getting the user to interact and participate with the online presence. Its about finding ways of involving the user, getting them to do sometime, getting them to pass sometime on, getting them to say something, add something, getting people to talk, creating an enjoyable for experience for the user.
What seems apparent from O'Reilly's point is that us, the users are becoming the most important thing, web 2.0 seems to be very much about the user, and a lot of its success is down to how we contribute and interact with online presences. Finding new innovate ways of somehow involving the user and getting them to do something fun and rewarding, but most importantly the brand or company must do something with the data and make use of it for the next person.
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