Using Baseball Fans to Explain Web 2.0

July 28th, 2009 by Matthew Rosenhaft Leave a reply »

As a web evangelist, I cheer the widespread adoption of the latest web techniques and technologies. As a business person, I am a little confused by the widespread use of 2.0 label on everything; Sales 2.0, Recruiting 2.0, Pizza 2.0, Beer 2.0, etc. Everything seems to become 2.0.

As a product manager, I cringe when I see a 2.0 label slapped onto something that is vague and unclear. Even worse, many are now moving towards 3.0 to discuss semantic web. For many people, they are still getting their arms around the what web 2.0 is let alone things like mashups, mobile marketing, online communities, social networking, semantic web, etc. For those of you confused, here is my baseball fan analogy to help you understand…

First there was the baseball uniform, then numbers were added, then names. Eventually, the jerseys were mass produced which the fans could take home from the stadiums. This was the equivelent of HTML.

Then the fan favorite jerseys were then sold at local retailers. This was the equivelent of email marketing. This of course led to the development of fake jerseys sold everywhere. This was SPAM.

When a buddy organizes a trip to the park and buys a 10 pack of cheap outfield tickets for his friends to tag along and drink. This is a social network. As an aside, when he bought them online, this was ecommerce.

Now, Major League Baseball does not allow you to build and order your custom named jersey(imagine a couple with Chug-a-lug & Beer Goggles on the back), but if they did, the jersey would be XML and the experience would be Web 2.0.

Imagine if MLB would imbed RFID tags in the jersey tied to an acount that would allow you to just walk into the stadium without tickets. This is RFID. If you don’t know RFID, there is the technology they have been using to track packages, groceries, and warehouse pallets. If the ticket was on a phone that was bar coded, this is mobile commerce. (Yes, they are doing it now)

Take this further and imagine that MLB took your online account of when you came to the stadium and combined it with a weather chart to figure out if you were a true “fair-weather” fan. This is a mashup.

If MLB, then took this information and sent you a 50% off promotion on your phone inviting you to attend on the next rainy day, that is mobile marketing.

If they took that information and the next time that you came to the game, they ejected you from line because the system automatically figured out that the team had lost the last 4 games that you came to the park, that is semantic web.

You could call all of the above Baseball 2.0…

In all seriousness though, web 2.0 and the like terminology is confusing for a lot of people. I know first hand how hard it is for people, who spend their every waking working minute immersed in developing a new technology/product and/or company, to remember that everyone else doesn’t have the vocabulary or the frame of reference to “get it”. For many in the technology business, it is hard to imagine that AOL still has 6 million dial-up customers. For those of us who run marketing & product management organizations, our jobs are first to build a fantastic customer experience and then make sure we make it easily understood. Of course, it should go without saying to get it widely adopted, but that is still more art than science.

Matthew Rosenhaft

Matthew is a Social Marketing Executive and is co-founder of Social Gastronomy, LLC and the Social Executive Council. Prior to founding Social Gastronomy, Matthew has over 18 years’ experience as an executive in marketing, product management, and sales. Matthew has an extensive background in the SaaS Software, Social Media, Mobile, IT Services, and Telecom industries. He has prior entrepreneurial experience as a founder and executive in several early-stage venture-backed technology companies, as well as, holds several US patents for a mobile marketing technology. Matthew is a prominent blogger and regular industry speaker on social marketing and strategy topics. Matthew’s blog can be found at www.socialgastronomy.com/blog. For more information on Matthew, you can check out his LinkedIn profile at www.linkedin.com/in/rosenhaft or contact him directly at mrosenhaft@socialgastronomy.com.

.