Web 2.0: enhancing the value and visibility of premium content

I've been thinking a lot about how Web 2.0 can enhance the value and visibility of premium content. In the pay-per-click world, users need some kind of assurance that the info they are about to purchase is relevant and good quality. And they are much more likely to accept the opinion of their peers than the marketing blurb of the publisher (see post below!).

The first and simplest step is to implement a basic ratings and review system. But an even more sophisticated approach is to actually see how many have accessed it, what they thought of it, how they used it and whether it was the right information for their needs.

I think Ravelry's pattern page does exactly that. Have a look:



(Click here for a higher resolution version if you want to read all the writing!)

Knitting 1.0: you purchase a pattern and hope it will look as good as you as it does on the model in the photo. You can't really be sure until you buy the wool, knit the garment, and try it on.

Knitting 2.0 (Ravelry): just look at what you can find out before you buy:

• How it looks on bodies of all shapes and sizes
• How it looks when knit with a yarn other than the recommended one - and what yarns are suitable substitutes
• How hard it is to knit - and how interesting or boring it is to do so!
• How to avoid or correct problems as you knit it
• How people have modified the pattern to create a different product that suits their needs (eg using a sock pattern to create fingerless gloves - it has been done!)

All of this comes from ratings, photos, blog posts, and forum posts from other people who have knit it. All provided for free, adding up to a wealth of knowledge that goes way beyond the original pattern.

You will still need to purchase the pattern to knit it. All of that extra information does not replace the key element required to complete this project. It will however, help you to come to a decision about buying it, and assist you in knitting your own version. Plus all those reviews, comments, photos and blogs will help to increase the visibility of that particular piece of content to future users.

It's also worth noting how incredibly relevant and targeted advertising is on this page. In fact it doesn't even look like advertising, just more really useful information. If you want to knit it, click here and buy the wool. If you like it, check out the designer's other patterns.

Ravelry - a web 2.0 dream

I'm dusting off this blog and getting back into sharing my Web 2.0 experiences, at home and at work.

I have to say the most complete web 2.0 experience I have had is on Ravelry, a community for knitters and crocheters (yes, you heard me right, I do knit). On Ravelry I can add descriptions and photos of all my projects. Even better, I can search for patterns (both free online patterns and those that are only available in books) and then see how other people went knitting them. If it's a bad review, maybe I don't want to try it. Alternatively if I really like it I can favourite it for later. I can also add a yarn to my stash, and then see what projects people have made with it.

Then there are forums based around topics and locations. So I can find local knitting groups and go along to their meetings. Or I can search for a particular knitting technique or ask for help. There are yarn swaps, gift swaps, virtual Knit-alongs and even a Knitting Olympics to co-incide with the real ones.. There's also a very passionate thread on the Australian Knitters forum where people have found out about draft changes to airplane security and are making submissions en masse that knitting needles should be allowed on planes.

You can also find friends, message them, view their projects, stash and pattern library, and see what they've been talking about in the forums.

From a business point of view, there are a number of pattern designers and yarn retailers on Ravelry, so they are getting direct feedback on what people think of their products as well as being on hand to offer assistance. Ravelry-only specials from yarn stores receive a fantastic response. That doesn't mean that everyone is completely sold on what Ravelry represents. An explosion of free online patterns and access to a much larger range of yarn shops makes the market quite competitive. The yarn shop down the road may find that online or overseas stores can beat their prices even with shipping. On the other hand, smaller retailers with quality offerings may suddenly be pitched into the spotlight if word of a good pattern or wool gets around. So it cuts both ways.

In terms of making money from the platform itself, here's what the Ravelry designers have to say:

The site will always be free for designers, independent dyers, spinners, crocheters and knitters! We want it to be an inclusive community- not just for those who can pay for it. Instead, we have tasteful and targeted ads for fibery products and companies that we as a community are actually be interested in and want to support!

They also sell some pretty funky merchandise - financial support and advertising all in one go.

If you feel like hopping on Ravelry, drop me a line - my ID is EclecticRose.