After two failed registrations using firefox, I actually succeeded (with Ms-Internet Explorer) in registering with the Reddot site and was able to download their “Reddot in the Web 2.0 paradigm“  whitepaper

Again, I am disappointed about the contents of this Web 2.0 whitepaper from a WCM vendor. It’s really unclear to me how this ‘whitepaper’  is going to help Reddot customers embrace the potential that the Web 2.0 might offer them. They center their story around social computing (which is actually a good start), but they loose me when I arrive at section 2.1: Business Objectives. Strengthening of relationships and creation of transparancy? Collect and publish information in the company? Sounds very Web 1.0, and, where is the link with the bottom line? It’s a very open ending to call these business objectives …..

No word of the key message brought by the Web 2.0: “It’s the conversation, fool!“.

Word of advice for any organization that wants to get started with Web 2.0: start by reading some good books on this topic. The thing is they won’t have Web 2.0 in their title. Some suggestions? The Cluetrain Manifesto, Naked Coversations, the Groundswell and Purple Cow. These 4 will give you a lot of ideas and insight. Want to get really started? Get a good consultant that lives and breathes this ‘web 2.0 domain’ ……….