Web 2.0: Aktiv, nicht passiv

Neue Formen der User-to-User-Kommunikation über das Internet wie Blogs und Online-Bibliotheken, bekannt als Web 2.0, bieten sowohl neue Herausforderungen als auch Möglichkeiten für Unternehmen und Finanzinstitute. Dies stellt ein Papier von Deutsche Bank Research fest.

Additional sources of information provided directly by customers via blogs or platforms challenge sales and marketing policies, but may also help to create an emotional bond between customer and product, the authors observe.

With Web 2.0, the consumers have the opportunity to contribute and discuss the news. As a result, firms may use Web 2.0 to collect information, to pick up trends and fashions and to interact with customers and the public. Web 2.0 falls into three different communication levels:

• The Web 2.0 sphere offers a new communication arena and can influence public opinion on the corporate arena;
• customers, experts and aficionados of certain products can seek publicity in the Web 2.0, and;
• firms can use Web 2.0 applications as a communications tool, for example with a corporate blog. 

Firms need to adapt to these new possibilities but Web 2.0 applications face special challenges in the financial sector, according to the paper. For financial institutions, Web 2.0 not only has an impact on internal and external communications, but also the core business such as payment systems. 

The issues set to confront firms with the increasing spread of Web 2.0 include the image of the firm in the Web 2.0 sphere, and the need for a Web 2.0 policy for employees and internal communication issues. 

Authenticity, credibility of content and style and a straightforward approach to handling negative reactions – for example comments in blogs – are a prerequisite for using Web 2.0 to its full potential. 

The study concludes by making recommendations to help firms, and in particular financial institutions, adjust their internal and external communication policy using Web 2.0.