Hart talked about changes in the content industry, the types of content (audio, video), the accelerated pace of change in technology introduction (for instance, mobile technologies) and the higher expectations of user communities. She talked about “prosumers” who produce and also consume content and what is necessary for success in a Web 2.0 world:
* innovation
* simplicity
* continuous evolution
* accessibility
* immediacy
This is a world where “users are partners and co-developers who enrich sites and content” and where “platforms for user engagement interact with content and sites” (eBay, Amazon, MySpace & Facebook).
Content sellers in today’s Web 2.0 world must have “constant innovation, engage prosumers, focus on simplicity & immediacy, and creatively think about new models which may involve new partnerships or redefined market focus”. Hart challenged the audience to find ways to:
* transform their organizations into Web 2.0 companies
* engage prosumers
* build communities with employees and customers.
More on Hart’s talk from John Blossom.