Catching the Web 2.0 wave. By Lucie Benson

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Lucie Benson explores how modern technology can spice up your marketing initiatives.

There was a time when marketing your practice meant sticking an advert in the Yellow Pages and waiting for the phone calls to come flooding in. But new technology offers myriad ways that you can market your firm, promote your brand and gain new business in an increasingly competitive marketplace.

Berk, a Dutch accountancy firm and an affiliate of Baker Tilly International recently opened a 'virtual' office in Second Life, a 3D world on the internet with over 2.9 million inhabitants. Berk holds sessions within its office in Second Life, where professionals from the firm discuss their working life with f...

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03rd Jul 2007 17:14

Catching the web 2.0 wave
I stand by my earlier point - most of this article, valuable stuff though it contained, wasn't about "the web 2.0 wave". I wasn't the only one to comment on that fact, and I'm hoping that you do more content about catching the "web 2.0 wave" proper, rather than things like Second Life. Don't get me on web 3.0.... most people think the web 2.0 term is pretty unsatisfactory, but it's out there and business people are beginning to understand what it means and what value it brings. That's the important thing, rather than whether people like the title. However, I'm really glad you responded, because the conversation is the most important thing.

David Terrar
Business Two Zero

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03rd Jul 2007 15:40

Catching the wave
I think it's quite illuminating that Lucie hasn't bothered to come back and defend her article, and AccountingWEB hasn't picked up the challenge. As I said earlier, more content here on the practical benefits of web 2.0 and enterprise 2.0 so that practitioners could better advise their clients would be a good thing. This kind of article only adds to the fog. It's a shame.
David Terrar
Business Two Zero

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03rd Jul 2007 16:02

In response...
Hi David

As I chose the title for this article I feel I should reply. While we value your contribution, we feel that this is not a situation where we have to ‘defend’ ourselves. The Web 2.0 reference in the title simply referred to the Berk escapade into Second Life. While we appreciate that you are particularly interested in Web 2.0 we have many members who are interested in other forms of marketing and the article tries to provide a broad span of the marketing initiatives one could take. Obviously we will continue to cover Web 2.0 or indeed Web 3.0 and welcome any contributions you would like make.

Kind Regards

Kate Phelon
Content manager
AccountingWEB

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29th Jun 2007 07:58

Give me a berk… I mean break
This is another example of AccountingWEB coming up with an enticing headline that doesn't deliver what it promised.

I wonder whether any of the contributors to this article actually understand what web 2.0 is (because you can't tell from the words here). Anyone coming to this article wondering how they would "catch the wave" would see a reference to Second Life, and maybe go and take a look at that. The rest covers having a decent web site with a customer portal, doing e-marketing instead of stuff by mail, a mention of SEO and forums - all good practice, but firmly web 1.0 phenomena.

Some of the big players are getting in to Second Life - SAP, IBM, big brands like Nike. Even they regard what they are doing as experimental and the jury is out on how much real value it might add. To suggest that the average AccountingWEB practitioner take a dip in this particular pool is counterproductive. Rather than realise the significant benefits that adding web 2.0 activities to their marketing mix might bring, they're more likely to be frightened off by the complexity and strangeness of it. As well as the enthusiasts, there are plenty of web 2.0 evangelists that I talk to that really aren't sure about SL yet, so this is a very poor place to start. It has some PR currency from its current novelty value, which I'm sure is the main reason Berk have headed in this direction.

Many practices struggle with the basics of marketing, and any sort of web presence. AccountingWEB ought to do an article under this kind of headline that properly explains what the "web 2.0 wave" and the related terms are, and offer some practical advice about the available tools like blogs, wikis, online spreadsheets and social networks, and how they can add value to even the smallest practice by helping engage in better dialogue and collaboration between the accountant and their client.

There's no need to be rude, but this kind of article makes me want to head in that direction.
David Terrar
Business Two Zero
Twinfield
D2C

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28th Jun 2007 16:09

No need to be rude
.

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27th Jun 2007 16:57

I think Mr Howlett has a point

Nothing to see here. Move along.

Now what is the derivation of the word "berk" I wonder?

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26th Jun 2007 14:11

Ummm - 3
I seem to be writing a lot of 'ummm' comments these days. Ho hum.

So apart from the 2nd Life reference, what has any of this got to do with Web 2.0? But then I enjoy watching how traditional marketers somehow think that hijacking a meme brings results. This is a case in point:

"we talk about and push the brand value." duh? So the thinking goes - if we tell you how great we are often enough then brand value will emerge in some magical way? Wait until the first pissed off client tells their mates.

Here's another:
"it is far more cost-effective; and the actual impact of the pieces being sent through electronically is far greater."

Just keep telling yourselves that while handing Google more cash. There is no empirical evidence to support this statement.

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