只采用你所了解的Web 2.0战略

译者注：2008年5月5日-6日，旅游观察（Eyefortravel）大会在旧金山480酒店举行。本文是作者Guillaume Thevenot记录的会议片段：关于Web2.0的探讨。

原题：用Web 2.0挣钱——Web 2.0现已掌控了消费者的在线购买行为

（Monetizing Web 2.0 - Who now controls your customer's online buying behavior）

全体大会第一组是由Google、Facebook、Lastminute.com、GapYear.com和Jebel Ali连锁酒店的高级专家组成的。

争论的第一个问题（译者注：指哪种Web2.0措施最适合自己的企业）在征询听众意见后得出结果：

90人认为搜索引擎；

37人认为用户创建内容的网站；

17人……在线旅行社；

5人……传统印刷广告；

34人……自己和自己的公司。

Facebook英国总监Blake Chandlee强调了线上分享现实生活或者关系的社会网络站点的目的。Facebook在英国拥有10.5亿的活跃用户（即每月至少访问Facebook两次）。 Facebook有大约6亿张图片（我仍无法相信这个数字！）

Google观察到，酒店的相关查询有60 ％的增长。其中10 ％的搜索都与旅行有某种关系。社交网站对购买者旅游消费的影响越来越大。搜索竞价比以前更贵了。在线消费者在购买旅行之前会浏览22个网站，并在Google上至少搜索12次。搜索引擎高度认可社交媒体网站及用户贡献内容网站所提供的独特的内容。YouTube是全球流量第九大网站。

第二项调查：

2008年底之前，搜索引擎营销与社交媒体网站的相对重要性？

100 ％ / 0 ％ 2人

90 / 10 39人

80 / 20 69人

70 / 30 55人

更多25人

第三项调查：

现在的社交媒体网站中是否有能够成为Google市场占有竞争对手的呢？

有 68人

没有 150人

lastminute.com行政总裁Ian McCaig建议，在针对这些社交媒体网站做banner广告之前，公司要了解其用户的行为，了解用户怎样相互影响。他认为，Facebook的用户不想在与他们的朋友交流的时候购买任何东西。Facebook以及其他社交媒体网站并不一定是您公司有效投放广告的地方。

GapYear.com的创始人Tom Griffiths给了我们其公司背后的故事，强调他的，以及和他共同创业的同事的激情非常重要。他还表示，GapYear的用户是非常吸引人的。他再次警告那些公司，应当“只采用你所了解的Web 2.0战略！”正是因为充满激情，WAYN或者RealTravel这样的垂直社会网络网站才如此成功。

Monetizing Web 2.0 - Who now controls your customer's online buying behavior

The first panel in the plenary sessions was formed by senior executives from Google, Facebook, Lastminute.com, GapYear.com and Jebel Ali Group Hotels.

The question of the debate was first asked to the audience and results came at:

90 persons think Search Engines

37 persons think User Generated Content websites

17 ... Online Travel Agents

5 ... Traditional Press Advertising

34 ... Me and my company

Facebook UK Director, Blake Chandlee, has highlighted the purpose of the social networking site which is about sharing your real life and / or relationships online. Facebook has reached 10.5 UK million active users (meaning visiting Facebook at least twice a month). Facebook contains about 6 billion pictures (i still can't believe this figure!)

Google has seen 60% growth in hotel related queries. 10% of all searches are in some way related to travel. Social sites are being more important to influence buyers spending in travel. Search CPC is more expensive than before. Behavior of an online consumer looks at 22 websites before purchasing travel with at least 12 queries on Google. Search engine recognize highly the unique content provided by social media sites and UGC sites. YouTube is the 9th largest site worldwide in terms of traffic.

2nd Poll:

What will be the relative importance of SE marketing vs. social media sites by the end of 2008?

100% / 0% 2 persons

90 / 10 39

80 / 20  69

70 / 30 55

More 25

3rd poll:

Will any of the current social media sites ever rival the marketing reach of Google?

YES 68

NO 150

Lastminute.com CEO Ian McCaig has advised companies to understand the behavior of social media users before targeting these sites with advertising banners. Understand what users are interacting about. He recognized that Facebook users don’t want to purchase anything at this moment in time whilst connecting with their friends. Facebook and other social media sites are not necessary the right places to advertize your company effectively.

GapYear.com founder, Tom Griffiths, has given us the history behind his company stressing out the importance of the passion behind him and his start-up colleagues. He also said that users of GapYear are very engaging. Again he warns companies that they should “only adopt a web 2.0 strategy of you understand it!”. Vertical social networking sites like WAYN or RealTravel only work because they have been created where the passion is.