Attended a pretty good mini-workshop last night, hosted by
the Silicon Valley American Marketing Association. Instructor Karen O'Brien of
Crimson Consulting took us through a whirlwind 2 hour session on everything
from blogs to wikkis to podcasts--the world of Web 2.0. While most of the material was familiar, some
good points were made. Among them were some of the classic mistakes of companies:
* Trying to make blogs or videos too slick (see Scoble example below). Breezy and casual wins out every time.
* Not understanding good interface design (check out the interface design of YouTube for a site that does pull people in).
* Not having clear objectives.
* Not analyzing your audience.
* Not measuring correctly (most fall back on traditional measurement systems like page views).
One tip: start small, making one initiative a success and then expand.