Social Networks and User Input

Well everyone, this is my 8th (and final) blog post in the Enterprise 2.0 series. As you all know I have been posting with a team of 3 other members about the Brisbane Airport. This time around, for my final post with the team, I will be discussing social networks and their external value with user input.

Social networks are extremely easy to create thanks to the invention of social media. They provide avenues for businesses that were never even imaginable before, especially at little or no cost. Strong social frameworks are formed through the use of good social networking strategies which have shown to be extremely successful for companies around the world.

 

There are multiple ways that users can provide valuable input to companies which include:

Surveys – This can be done for various topics and issues. These are commonly approached through forms available on the company website. However, where social networking is concerned, The Brisbane Airport Facebook Page could make good use of this with the Question feature. Twitter is another option if a user wanted a specific question answered publicly for others to view.

Competitions – These can be utilized by Facebook simply by sharing a photo from the company like page or encouraging users to upload videos to your company YouTube channel and a winner will be chosen from the collection. This opens up many avenues as the users are providing footage for new TV advertisements and simply sharing your company information for FREE to all their Facebook friends.

Special Offers – ‘Click this link to claim’ offers and similar discounts can be provided to potential customers through Twitter and Facebook. Tweets can be distributed easily and as Matt, a former team member, explained in his post about Microblogging Strategies, an application could be built into Facebook for users who ‘Check-in’ to the Brisbane Airport during their stay to receive benefits.

 

An interesting fact, which my team mate, Mihi, also explained in her blog post; Brisbane Airport was the first Australian airport to join the Pinterest social network.

“The site’s mission is to “connect everyone in the world through the ‘things’ they find interesting’,” Brisbane Airport Corporation’s Head of Corporate Relations, Rachel Crowley, said. (Brisbane Airport Corporation, 2012)

This new web 2.0 tool has already proven to be very successful after looking at their Pinterest Page. It currently showcases information about everything Brisbane and the Airport from history to travel tips, celebrities, clothing, destinations and airlines. It is a perfect way for users to engage in “pinning” their photos of Brisbane Airport or their travels to the page or vice-versa.

 

You can find my team members related blog posts below:

Mihi – Value of Social Media and its followers

Andrew – Happiness and work, social networks and productivity

Matt – Social Networking and the Pursuit of Happiness

 

References:

http://www.2morodocs.com/2010/08/on-using-social-media-thoughts-from-a-webinar/

http://www.eweek.com/c/a/Messaging-and-Collaboration/Businesses-Feed-on-SocialNetworking-Input-to-Grow/

http://www.bne.com.au/news/bne-first-aussie-airport-join-pinning-craze

http://pinterest.com/brisbaneairport/

http://www.facebook.com/BrisAirport

https://en.twitter.com/BrisbaneAirport

Wiki vs Intranet

Sorry about the wait for my 7th blog in the Enterprise 2.0 series. I have been very busy recently with other studies and work commitments.

The blog topic is the same (Brisbane Airport). However, the content will be about wikis and recommendations for implementation and/or strategies involved. Once again I have shared this Wiki concept with my team of 3 and each of us are covering other specific avenues. My blog is titled “Wiki vs Intranet” because I will be comparing the features of the two and which would be a better option for the airport.

 

Okay. So now you’re probably thinking, “A Wiki and Intranet are the same thing right?” Wrong.

Wiki is a piece of server software that allows users to freely create and edit Web page content using any Web browser. Wiki supports hyperlinks and has a simple text syntax for creating new pages and crosslinks between internal pages on the fly. (Wiki, 2002)

 

Intranet is the simple term used for a group of private computer networks within a company. The intranet utilizes networking tools in order to accommodate in-house communication between staff or groups.

 

After some extensive research on the Brisbane Airport, I have found no evidence of an internal Wiki or Intranet method. I strongly recommend that one of these be adopted into the enterprise ASAP.

Advantages Disadvantages
Wiki –          Easy to use

–          No Data loss

–          Simple access

–          FREE

–          Full participation

–          Unstructured
Intranet –          Strong server

–          Convenient

–          Structured

–          Restricted

–          Staff training

–          Data loss

–          Access is harder

–          Cost involved

–          Publishing ONLY

As you can see from this simple table I provided, I think it is obvious which way I would go here. The intranet is a thing of the past now…and it’s never been as successful as the Wiki is now.

 

The intranet method was actually used in my school (2010) and it didn’t seem to be utilized as much as it could have been judging by the response of teachers. Overhearing conversations about this, some staff couldn’t even log into the system which caused frustration.  Also, the content creation and sharing among other staff members was quite minimal from what I saw, leading to stale collaboration and poor work ethics online.

To recap on my suggestion, Wikis are the way to go! They’re FREE to use and no staff training is required (especially for staff under the age of 30). Data loss is almost impossible because the information is all stored online and staff input will be at maximum potential, saving plenty of time in the long run.

There were some other internal benefits that Wiki tools can provide which have been covered in my other team member, Andrew M’s blog post.

 

You can find all my team members related blog posts below:

Mihi – Wiki for customer satisfaction

Andrew – Solving communication problems with Brisbane Airport

Matt – Internal Wiki’s in Brisbane Airport Corporation

 

References:

http://wiki.org/wiki.cgi?WhatIsWiki

http://technology.inc.com/2007/12/01/dont-fear-the-wiki-business-can-benefit/

http://wikimasho.com/wiki-ideas/wiki-vs-intranet/

http://youtu.be/-dnL00TdmLY

Internal Micro-Blogging to Increase Productivity

Welcome back to my 6th blog in the Enterprise 2.0 series! This blog will be slightly different to the rest as I will be sharing the information from Brisbane Airport with 3 other team members and will each be discussing different blogging/micro-blogging strategies already involved or suggestions on strategies that have not yet been implemented in their company.

 

I’m sure you’re all now asking ‘What is Micro-Blogging and what is Brisbane Airport?’ The answers to those questions are simply provided below.

Micro-Blogging is a form of blogging that allows users to create short messages/updates and publish them. These updates can be posted from a variety of tools and devices such as mobile SMS, instant messaging, email, iPads, smartphones etc. There is generally a limit of 140 characters for each micro-blog, (inspired by the SMS texting limit) but that has not always been the case.

Brisbane Airport Corporation (BAC) is the operator of Brisbane Airport, the premier gateway to Queensland and the third largest airport in Australia by passenger numbers. (Brisbane Airport Corporation, 2012)

 

The strategy I will be explaining encompasses internal micro-blogging and how it can improve the overall productivity of this organisation.

As one of my team members, Andrew, explained in his blog post, Twitter is already being used as a successful tool for external engagement of the community. This definitely shows with over 1,700 followers and counting. However, if you were to utilize this tool internally, would it have the same effect? Not through Twitter!

 

Through my extensive research on this company, it is not evident that any internal micro-blogging tools have been implemented. Therefore, to increase productivity within the business itself, I suggest they look no further than Socialtext.

Socialtext is similar to the ways of Twitter but has more advanced features to fit in with business activities and procedures. You can tag people, groups, and categories into your ‘micro-blog’ while also attaching files, hyperlinks and embedded videos. These posts can then be published and be set to appear on everyone’s activity feed, your marketing group only or just John Smith from accounting. These excellent tools will greatly alter the productivity, which will in turn, increase Brisbane Airport’s efficiency.

Enterprise 2.0 is here to stay so I don’t see why businesses shouldn’t be taking these micro-blogging opportunities by the reigns and going with it!

 

You can find my team members’ blog posts below:

Mihi – Blogging to fill the emotional distance

Andrew – Creating relationships through microblogging!

Matt – Microblogging strategies for Brisbane Airport Corporation

 

References:

http://www.bne.com.au/corporate/about-us/our-company

https://en.twitter.com/BrisbaneAirport

http://blogs.hbr.org/cs/2010/04/use_microblogging_to_increase.html

http://www.informationweek.com/internet/social-network/microblogs-get-down-to-business/217700610

http://www.socialtext.com/

http://tdgresearch.com/do-we-really-need-micro-blogging-within-the-enterprise/

Enterprise 2.0 Up for Adoption

So after discussing areas in Enterprise 2.0 such as building an online identity, advantages and disadvantages, legal risks involved and the list goes on…I am now moving on to talk about the process of adopting Enterprise 2.0 tools into your business and how companies have benefited.

When Enterprise 2.0 was first introduced, it was surprisingly not rapidly taken on board by companies, leaving even the highly knowledgeable businesses engaging in an inconsistent rate. However, as The Economist magazine states: “We tend to overestimate the impact of new technologies in the short run and underestimate the impact in the long run.”.

Issues can arise while going through this process and these have been revised and modified from Dion Hinchcliffe’s blog post below.

  1.        Lack of social media knowledge amongst staff.
  2.        Negative perception of social tools working in particular industry.
  3.        Social software still seen as too risky for use with core business activities.
  4.        Senior executives are not getting engaged with social tools.
  5.        ROI needs to be identified and proved before support for use of social software is granted.
  6.        Security concerns stalling adoption plans.
  7.        Community management not managed effectively due to assumptions.
  8.        Difficulties sustaining external engagement.
  9.        Struggling to survive due to unexpected success.

If you would like any extra clarification on each of these issues the original blog post provides it.

 

Although these possible issues were evident, Communardo Software GmbH was successful in their adoption of microblogging.

Communardo Softward GumbH is a company in Dresden, Germany that provides software solutions and consultancy in the areas of knowledge management and team collaboration.  Its growth was quite quick and now houses 150 employees. Commundardo itself markets and consults in the area of Web 2.0 and employees are familiar with new web services released. Some tried Twitter and realized the amount of improvements it could provide for their collaboration at work. In Spring 2008 it was Officially recommended to utilize Twitter or a similar tool for the company’s project team.

Beforehand, large email conversations or discussions on wikis were common which was leading to bulky amounts of unmanageable information. The benefits identified with microblogging were to reconnect different parts of the business (separated during growth) and represent a good flow of information within the project teams.

Just a few months after installing their Enterprise 2.0 Tool: Communote, it was recognised as the main channel of information communication throughout the company. Communardo said Communote is an effective alternative to emailing internally. Additionally, through this great tool, increased awareness of staff thoughts, activities and feelings has been established, giving better conversation starters during coffee breaks and enhancing relationships.

 

Sources:

ZDNet, 2012, “Ten top issues in adopting enterprise social computing”. Accessed 11/09/2012. http://www.zdnet.com/blog/hinchcliffe/ten-top-issues-in-adopting-enterprise-social-computing/581

Rfahey, 2009, “Enterprise 2.0 Adoption – A McAfee Interview”. Accessed 11/09/2012. http://www.rfahey.org/2009/03/26/enterprise-20-adoption-a-mcafee-interview/

Pgsimoes, 2012, “Adopting Enterprise 2.0: A Case Study on Microblogging”. Accessed 11/09/2012. http://www.pgsimoes.net/Biblioteca/Adopting%20Enterprise%2020%20A%20Case%20study%20on%20Microblogging.PDF

Social Media and the Legal Risks Involved

As explained in my last blog post, there are many advantages and disadvantages associated with businesses getting involved in social media. This week, I will be going in depth into the disadvantages by explaining the legal risks (internal and external) and why a social media policy is recommended for any business.

I believe that social media is fantastic! However, from a business perspective you really need to watch yourself in terms of what you post, how discussions are moderated etc.

Malcolm Burrows from Dundas Lawyers explained in his blog post that “It provides organisations with many opportunities such as business development, branding and client communication, but how about the disadvantages?  One of the predominant disadvantages is that Social Media Sites can distort the boundaries between the work and private life of employees, meaning that people now interact in a social setting and also do business as a result of this interaction.”

He then went on to explain the types of legal risks that can affect the business internally and externally. These are outlined below:

Loss and Disclosure of Confidential Information – Internal and External

Wrongful Dismissal – Internal

Statutory Risks – Internal and External

  • Trade mark infringement – Trade Marks Act 1995 (Cth)
  • Copyright – Copyright Act 1968 (Cth)
  • Privacy – Privacy Act 1988 (Cth)
  • Discrimination – Anti-Discrimination Act 1991 (Cth).
  • Misleading and deceptive conductCompetition and Consumer Act 2010 (Cth) and Trade Practices Act 1974 (Cth)
  • Defamation – Defamation Act 1995 (Qld) and Common Law
  • Negligent misstatements – Common Law

Occupation and Organisation Specific Risks – Internal and External

Reputation Risk – Internal and External

As a consumer of the business myself, I decided to talk about Samsung and the legal issues it is a victim to.

Samsung is one of the most respected businesses in the world. They encompass nine independently operated business units such as: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Memory, System LSI and LCD. A more detailed explanation for each of these divisions can be found here (large PDF file, 30MB approx).

However, do they have a social media policy to cover them for legal issues? This question was answered to me after reading a blog post regarding an interview with Matt Moller and Keith Swiderski, Samsung’s Social Media Strategists on The Social Nerdia Show!. Samsung does not have a social media policy regarding specific details on what employees can and can’t do online because “Samsung feels strongly in its employees right to freedom of speech and being able to express themselves” quoted Matt.

This could lead to a major problem. Unless things have changed in the three years since that interview, I am highly concerned.

Who is going to be held responsible for inappropriate Facebook posts? Who is getting the punishment for the leaks of new product information? I’ll leave that for you to decide.

Sources:
Dundas Lawyers, 2012, “Legal risks of social networking for business”. Accessed 28/08/12. http://www.dundaslawyers.com.au/legal-risks-of-social-networking-for-business/

Social Nerdia, 2012, “The Customer-Centric Approach of Samsung’s Social Media Strategists”. Accessed 28/08/12. http://www.socialnerdia.com/blog/2009/11/6/the-customer-centric-approach-of-samsungs-social-media-strat.html

Samsung, 2012, “Home Page”. Accessed 28/08/12. http://www.samsung.com/au/#latest-home

Enterprise 2.0 Explored: Is it good or bad?

The internet is continuing to grow with enhanced features, easier communication and more rapid information sharing. Throughout this blog I will explore Enterprise 2.0 in the business by firstly outlining its advantages and disadvantages. I’ll then provide an interesting case study for a real business that has already implemented the Enterprise 2.0 environment.

The advantages of incorporating an Enterprise 2.0 approach into your business are outlined below.

Increased productivity and efficiency
A healthier team performance, reduced email overload, better project management and swifter innovation and product development.

Staff engagement
Includes enhancing internal communication, extra engagement, improved collaborative behaviours and provides a more effective learning and development environment.

Improved knowledge
Easier access to the experts and organisational skills plus enhanced research support.

Good reputation
Providing attractiveness as an employer, show innovative methods to clients and business partners while growing company visibility in the marketplace.

 

However, there are also risks and concerns (disadvantages) with Enterprise 2.0 implementation including:

Security
Loss of information (both confidential and competitive) and the network may be vulnerable to malware.

Loss of control
Information flow may become uncontrollable and negative internal comments could be posted.

Reputation
A bad reputation from negative external comments being shared and inappropriate staff behaviour.

Reliability
Information could be unreliable or used incorrectly.

Productivity
Staff productivity reduced due to being side-tracked on other social tools not relevant to the business.

Resources
Increased expenses for a bandwidth overload due to videos, large files etc.

 

Telstra has taken the plunge and decided to take Enterprise 2.0 on board. I assume there are no regrets thus far after reading their recent case study. Available here and summarised below.

 

Telstra Enterprise and Government (TEG) were looking for a collaboration platform that provides end-to-end Knowledge Management throughout all of their core business processes. Therefore, TEG joined forces with Unique World to develop Our Knowledge, a true Enterprise Collaboration and Knowledge Management Portal based on the Microsoft® SharePoint® 2010 platform.

This platform has over 30 work streams and provides many benefits to the company including the receival of the 2011 Microsoft Portals and Collaboration Partner of the Year Award!

In my opinion, I believe the use of Enterprise 2.0 within businesses is a fantastic idea! If these tools and resources are available for FREE (or at a low cost), why not give them a try? It could be the next big advantageous step into flourishing your business for the future.

 

Sources:
Unique World, 2010, “Our Knowledge – True Enterprise Collaboration portal at Telstra”. Accessed 21/08/12. http://www.uniqueworld.net/our-clients/case-studies/telstra-our-knowledge/

Unique World, “Case Study 2011”. Accessed 21/08/12. http://www.uniqueworld.net/wp-content/uploads/2011/11/Telstra-Our-Knowledge-case-study-2011.pdf

IDM, 2010, “Telstra portal wins Unique phrase”. Accessed 21/08/12. http://idm.net.au/article/008475-telstra-portal-wins-unique-praise

Enterprise: Embracing the Web 2.0 World

Welcome back to my second blog for Enterprise 2.0, titled “Enterprise: Embracing the Web 2.0 World”. The lecture that was presented to us this week was about Enterprise 2.0 Organisational Strategies. This basically covered the organisational strategies used by companies in order to increase their reputation and business in the Web 2.0 world. What I am trying to achieve with this blog is for you to gain an understanding of how companies use Web 2.0 to achieve enterprise objectives or using Enterprise 2.0 principles in a significant way.

Therefore, I would like to start with my first example: EB Games.

As a customer at EB Games, I feel quite keen to write about the strategies they are using to help expand their marketplace. The 4 categories below relate to Wikinomics Business models from the book “Wikinomics: How Mass Collaboration Changes Everything”.

Peering – EB Games has recently been utilizing Web 2.0 tools such as Facebook, Twitter, YouTube and Instagram with the added benefit of their EB World Card available to obtain FREE in-stores.

Being Open – EB Games has been working (and actually bought out in 2005) GameStop which has helped their product selling immensely.

Sharing – EB Games has to be open with all of its information if they want people to buy their products. Imagine having all of these games advertised but only providing the photo for them with no extra information? That would certainly draw me away from their business.

Acting Global – This well-known business ships to over 200+ countries worldwide from Australia to Italy, France, Canada, New Zealand, Ireland, Germany, Spain and the United Kingdom.

So that’s a brief explanation of how EB Games is embracing Web 2.0 as an enterprise.

Now we will move onto our second example, QANTAS.

I haven’t traveled around on planes very much throughout my life. In fact, my first (and only, so far) plane flight was to Melbourne and then cruised to Tasmania in the beginning of 2011. However, I have heard a lot about QANTAS and their flights so I decided to embark on some research into their Wikinomics Strategies as well.

Peering – QANTAS is very active on their Twitter Page where they will respond to Tweets tagged with @QantasAirways within the next 24 hours. They’re online from 9am-5pm Monday to Friday.

Being Open – Posting questions on public domains for feedback from customers is expressing their openness and ‘nothing to hide’ attitude.

Sharing – Whether they like it or not, plenty of information about this company is shared throughout the media where competitors, potential customers and the general population can see it.

Acting Global – It’s pretty easy to pick that this company is worldwide considering it’s an airline.

Sources:
EB Games, 2012, “Choose your GameStop country”. Accessed 15/08/12.
http://www.ebgames.com/INTL/choose_site_all.html

Wikipedia, 2012, “EB Games”. Accessed 15/08/12.
http://en.wikipedia.org/wiki/EB_Games

QANTAS, 2012, “Search and Book your Flight”. Accessed 15/08/12.
http://www.qantas.com.au/travel/airlines/flight-search/global/en

Building a Successful Blog + Enhancing Digital Identity

Hello again fellow readers! It has been a while since my last blog post but I am now back with a different topic called “Enterprise 2.0”. I finished my Web 2.0 blog activities, passed the subject, had 4 weeks holidays and now undertaking a different aspect of the 2.0 technologies. In my first blog for the unit I will be discussing what makes a successful blog and enhancing your digital identity.

In order to get a decent amount of followers and people land on your page, you need to keep a strategy in mind and through my research I have compiled a list of tips to follow when starting out on your fresh blogging career.

Use your feelings – I’m sure you could make popular blog posts without the need to incorporate your feelings into it. However, with your personal contribution it makes the reader feel like the blog is more ‘real’ and it also helps you enjoy writing and really taking ownership of every post submitted.

Be useful – Pretty self-explanatory really. Usefulness in your blog will attract the readers easily and therefore make them come back for more surprises you provide in future blogs.

Keep the readers problem in mind – You may not necessarily be able to fix their problems, but it will at least show you are trying by posting suggestions and give links to other sources. Even if you don’t know them, maybe put out a request for user comments stating what problems/issues they would like you to address or something along those lines.

Interact with readers – This essentially means that you should not only open the floor for user comments, but also reply to their responses and maybe engage in providing feedback on their blogs if appropriate as well.

Write catchy headlines – This is the same with the newspaper. If a headline of a news article sounds boring, the readers will turn the page and ignore it. However, using catchy headlines and appropriate tagging methods in your blog will boost your blogs discovery chances marginally! It might even get to the front page of Google searches if you’re lucky enough.

Engage in social media – The biggest part of getting noticed now revolves around Facebook, Twitter, YouTube and other sites that involve community input. These tools are essential to utilize if you want to be seen as a company that’s up to date with the latest and greatest while responding to clients/readers regularly.

A good example  of this would have to be WordPress. It has been a great platform to structure my blog posts on and so much quality information has been posted here by other members.

Well I hope you enjoyed reading my first Enterprise 2.0 blog and there will be plenty more to come.

Here are the sources of my information:

writetodone, 2012, “12 Essential Blogwriting Tips for Building a Successful Blog”. Accessed 07/09/12. http://writetodone.com/2008/02/12/12-essential-blogwriting-tips-for-building-a-successful-blog/

Adamkcarson, 2012, “Enterprise 2.0 – The Dawn of Emergent Collaboration”. Accessed 07/09/12. http://adamkcarson.files.wordpress.com/2006/12/enterprise_20_-_the_dawn_of_emergent_collaboration_by_andrew_mcafee.pdf

Lightweight Models and Cost-Effective Scalability

As for our final Web 2.0 Pattern, we have: the use of ‘Lightweight Models and Cost-Effective Scalability’. The model for Web 1.0 was “get big fast”, now dawns a new web age using the method “small is the new big”.

Lightweight models are websites or services run from another company’s public API or a combination of two different web services. This ends up being lightweight because the site is run off a framework that’s already implemented. This then allows for cost-effective scalability when the site gains a large amount of traffic and more users sign up to the server.

In every blog I post, I use an example to back up my statements. This week I am going to explain how Imgur is the perfect demonstration model for utilizing this pattern effectively. Imgur was built from scratch as a personal project for Alan Schaaf while studying Computer Science at Ohio University. Even though it did not piggyback off other APIs available, it was still classified as a lightweight model and has proven to support cost-effective scalability.


How? Initially, Imgur relied purely on donations to cover the web hosting costs. But as the site expanded in recognition and popularity (thanks to the help of websites such as Reddit and Digg), further sources of revenue were required to keep up with the demand. This is where the cost-effective scalability came into play. Interestingly, back in the early days of Imgur (2009), it was using three different hosting providers in order to scale and maintain growth. Yes, I know. This doesn’t really support the ‘cost-effective’ part of scalability. However, after some time (and planning) they got comfortable with Voxel, and then decided to make the switch to Amazon Web Services in the later part of 2011. That comes to a total of five complete web hosting moves in three years! Additionally, Imgur has been using the EdgeCast content delivery network since 2011 to help quickly and efficiently deliver countless amounts of images to millions of users around the world.

Today, according to Imgur Site Statistics, there has been a total of:

507,207 images uploaded,
991, 239, 531 image views
and
103.60 TB of bandwidth used.

That’s quite impressive don’t you think?

References:

1. GigaOM, 2012, “Small is The New Big” Accessed 14/05/2012
http://gigaom.com/2007/05/04/small-is-the-new-big/

2. O’Reilly Media, 2012, “What is Web 2.0”, Accessed 14/05/2012
http://oreilly.com/web2/archive/what-is-web-20.html?page=4

3. Imgur, 2012, Accessed 14/05/2012
http://imgur.com/

Leveraging the long tail

As for the seventh pattern discussed by O’Reilly, ‘Leveraging the long tail’, he talks about ‘leverage customer-self service and algorithmic data management to reach out to the entire web, to the edges and not just the center, to the long tail and not just the head.’  – O’Reilly

In English, leveraging the long tail means to broaden your horizons in terms of products and services. For example, not just pushing the popular product at the HEAD, but advertising the less popular, independent products on the LONG TAIL. This is a benefit to businesses who sell large quantities of popular items as it also increases consumer knowledge and purchases of the ‘rare’ product range while a lower cost is bared to the business for stocking and distribution.

A website that utilizes this pattern effectively is Buy.

Image

Buy is similar to websites such as Amazon and eBay. It is an online retailer based in Aliso Viejo, California that sells:

  • Baby Products
  • Bags
  • Books
  • Cell Phones
  • Clothing and Shoes
  • Computers
  • Costumes
  • Digital Cameras
  • Electronics
  • Food, Wine and Gourmet
  • Health and Beauty
  • Home and Outdoor
  • Jewelry and Watches
  • Movies and TV
  • Music
  • Musical Instruments
  • Networking
  • Office Supplies
  • Pet Supplies
  • Software
  • Sports
  • Toys
  • TV and HDTV
  • Video Games

So anyway, back to leveraging the long tail, they have used this strategy quite well by adding content blocks underneath the main product information titled ‘Other Products in this Category’, ‘Make The Most Of Your Gaming Experience With These’ and ‘Customers Who Viewed This Also Viewed’. Another feature that’s included are the strips on the right hand side of each web page, showing ‘What Others Are Viewing ‘ in a photo film layout. This is a great way to reach out to customers and draw them towards the long tail products instead of forcing all the popular and mainstream products all the time.

Another interesting fact is that Buy gathers information from other websites and places the cheapest sticker on the product, but, if required, can show all other comparing websites as well. I also like the customer review option and Facebook, Twitter, Google+ and Pintrest plug-ins on each products page. THAT is how you leverage the long tail!

References:

1. Wikipedia, 2012, “Long Tail” Accessed 07/05/2012
http://en.wikipedia.org/wiki/Long_Tail

2. O’Reilly Media, 2012, “What is Web 2.0”, Accessed 07/05/2012
http://oreilly.com/web2/archive/what-is-web-20.html?page=2

3. Buy, 2012, Accessed 07/05/2012
http://www.buy.com

4. Wikipedia, 2012, “Buy.com” Accessed 07/05/2012
http://en.wikipedia.org/wiki/Buy.com

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