There are just as many ways to integrate Web 2.0 interaction - and therefore reap the traffic benefits - into an existing website, as there are to launch a new site with Web 2.0 elements.
Below is a quick table I’ve drafted up (in no particular order) of types of sites or applications (types/apps), brief descriptions of each (what), benefits (why), as well as measurements of success to consider after integration (measurement). Consider the measurement challenges before you integrate however as all Web 2.0 applications are not created equal.
Websites where content is presented in journal style, displayed in reverse chronological order, and often includes a comment feature for visitor interaction. Create or develop relationships with target audience, and Where does the traffic come from? Where does the traffic go? Does the traffic convert? Which reader segment is commenting? Does the traffic return? A web site that allows the visitors to Allows a specialized target audience to contribute to, or Is the topic (and therefore the content) popular? Does it affect sales and conversions? Who visits the wiki? Who contributes to it? Social Network A social network website allows interaction between users Identify and advertise to finely targeted groups of Are the users discussing products and/or services? How much traffic does this create to the product/service Is the content indexed in the search User Review Website that allows visitors to write reviews of Provides peer product reviews to new or existing customer How many reviews per visitor are read/written? Do the reviews increase new traffic to the site or keep Does this content increase sales/conversion? An online discussion site. Create or develop relationships with potential/existing Is the topic/content popular? Does it affect sales and conversions? Who uses the forum? Who contributes to it? Does it bring more traffic? Is the content indexed in the search RSS delivers information as an XML file (aka RSS feed). Publish time sensitive information, news, sales, or How frequently is RSS accessed? By how many subscribers? Are links within RSS clicked through? Does RSS increase website traffic? Increase visitor stay? Does RSS increase sales/conversions? Which content is most popular? A podcast is a multimedia file distributed over the Provide value added, topical content in an easy to digest Reach new audiences via podcast aggregators such as iTunes. How many times was the podcast downloaded? How much website traffic did the Podcast generate? Did the podcast increase sales/conversions? Comparison Shopping A price comparison website that allows individuals to see lists of prices for Reach a wider audience. How much traffic does this send to your product website? Does it affect sales and conversions? Share content with potential/existing customers in video format. How often was content accessed? How long was it viewed? Until the end? Is the content indexed in the search Does it affect sales and conversions? Ajax / Flash Ajax enables small amounts of user generated information to Flash was once most commonly used to create animation, animated advertisements, Serve user friendly applications to potential/existing customers How has Ajax/Flash improved the process? Does it affect sales and conversions? Does it affect corporate brand? Mobile Online content accessed via mobile phones, PDAs, and other handheld Enables users to access your content or interact with your site, Does it affect sales and conversions? Does it affect corporate brand? Portal Provide a personal (yet overseen), one stop shop, for What content or applications are being used? Does it affect sales and conversions? Does it affect corporate brand? Is the content indexed in the search
Types/Apps
What?/Why?
Measurement
Blog
potential/existing customers.
Wiki
easily add, remove, edit and change the website content,
sometimes without the need for registration.
create, content.
- publicly or privately.
existing or potential customers.
pages?
engines?
products, content and/or services.
base. Establishes the website as the resource for researching related
products and services.
the traffic on the site longer?
Forum
customers.
engines?
RSS
Small software programs (feed readers or aggregators) check subscribed feeds
for a user and displays updated content.
incentives to potential/existing customers.
Podcast
Internet for playback on mobile devices and
personal computers.
form.
a pre-defined or search generated product.
Video / Multimedia
Multimedia rich sites use a variety of information sharing via text, audio, graphics,
animation, and video, to inform internet surfers.
engines?
interact with a website server ‘behind’ the page - the web page does not refresh
based on a change via interaction.
and to assist in the integration of video onto a web page. More recently
however, Flash is being used to create an interactive web.
in a high-touch (not high tech) manner.
devices.
from anywhere at any time.
A site that provides personalized responses, content, or other capabilities to
visitors based on input.
potential/existing customers to enjoy, aggregate, or create content.
engines?
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