The Dark Side of Web 2.0
There's a right way and a wrong way to do Web 2.0, and, unfortunately, too many companies are finding the wrong way.
Case in point: I took my son to see Ratatouille Saturday. Expecting it to be crowded after the rave reviews in the paper on Friday, I thought it would be prudent to purchase tickets beforehand online on Fandango, since the last time we just showed up we had the opportunity to watch Happy Feet from the front row, which was a unique and unpleasant perspective.
(Funny artifact of living in Silicon Valley: I asked my son earlier in the week if he'd like to look at the online trailer for Ratatouille, he glanced at it and said "I've already seen it." Since I didn't think the site I was looking at was one he ever visited, I asked him where he'd seen the trailer. "At school a while ago." Brad Lewis, the producer of the movie, lives in our city (and even, heaven knows why, is a member of the city council, a vital but thankless task) and it seems like the children who live here get early access to upcoming Pixar content. A year or so ago we attended a community showing of Toy Story and Lewis let us see the music competition video that accompanied Cars; he explained we were only the second audience that had seen it -- the first was the Oscar judges! ).
We saw the movie. It was great. Much fun.
Then the next day I got an email from Fandango asking me, a member of the Fandango community, to review the movie. Member of the community? I bought some tickets. A transaction, not a relationship.
Today, another email reminder that I hadn't, as a member of the Fandango community, taken the opportunity to review the movie.
I work with lots of companies on open source stuff as well as Web 2.0, and community is a common thread in all of them. When I talk to companies about building community, I always stress that first you deliver value, then you ask for engagement.
Fandango didn't do that. We engaged in one kind of relationship -- a transaction -- and then they assumed that it meant they could treat me as a friend. How is unwelcome email addressing you as a community member significantly different than
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Case in point: I took my son to see Ratatouille Saturday. Expecting it to be crowded after the rave reviews in the paper on Friday, I thought it would be prudent to purchase tickets beforehand online on Fandango, since the last time we just showed up we had the opportunity to watch Happy Feet from the front row, which was a unique and unpleasant perspective.
(Funny artifact of living in Silicon Valley: I asked my son earlier in the week if he'd like to look at the online trailer for Ratatouille, he glanced at it and said "I've already seen it." Since I didn't think the site I was looking at was one he ever visited, I asked him where he'd seen the trailer. "At school a while ago." Brad Lewis, the producer of the movie, lives in our city (and even, heaven knows why, is a member of the city council, a vital but thankless task) and it seems like the children who live here get early access to upcoming Pixar content. A year or so ago we attended a community showing of Toy Story and Lewis let us see the music competition video that accompanied Cars; he explained we were only the second audience that had seen it -- the first was the Oscar judges! ).
We saw the movie. It was great. Much fun.
Then the next day I got an email from Fandango asking me, a member of the Fandango community, to review the movie. Member of the community? I bought some tickets. A transaction, not a relationship.
Today, another email reminder that I hadn't, as a member of the Fandango community, taken the opportunity to review the movie.
I work with lots of companies on open source stuff as well as Web 2.0, and community is a common thread in all of them. When I talk to companies about building community, I always stress that first you deliver value, then you ask for engagement.
Fandango didn't do that. We engaged in one kind of relationship -- a transaction -- and then they assumed that it meant they could treat me as a friend. How is unwelcome email addressing you as a community member significantly different than
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