Web 2.0 represents a fundamental shift in the ways businesses are communicating with their audiences. In a past life, Web sites were little more than a company’s brochure regurgitated online, with little to no interaction with its users. As the Webscape begins to shift, however, forward-thinking companies are changing their online format and creating user-driven Web sites that act as a two-way conversation between audiences and the company. This new type of site benefits the user with great content and a forum to discuss their interests surrounding the company, and in turn benefits the company itself, who can better understand their audiences and even change their business practices to adapt to customer needs.

This is not fresh news to those savvy in social media and marketing online in 2009. What is fresh, however, is seeing how Web 2.0 is actually LEADING primarily off-line industries to change their business model to reflect the same ideas. The concept of two-way conversation, letting users drive company content, is actually spreading beyond the Web.

I noticed this recently as a popular alternative radio station in my hometown, <http://www.1079thealternative.com/>107.9 The Alternative, began an interesting campaign. Interspersed with regular commercials, I began to hear the station manager, ³Dave² or ³The Boss² speaking directly to his audience, imploring listeners to call or email him with tips and suggestions to make the station better.

I was impressed. Radio stations are well known for their canned formats, which is partially why the rise of XM and internet radio has done so well ­ variety and lack of commercials.

The more I thought about it, and the more I heard The Boss request feedback, the more impressed I became with this. A station that CARED about their listeners, rather than simply their advertisers, was willing to make fundamental changes to their format? I couldn’t wait to see what happened next.

I’m happy to report that the station has truly embraced two-way communication. As a direct result of 75% of their listeners complaining about too many ads on the station (the very thing the station makes its money on), The Boss began running spots promoting ³commercial free Mondays,² where every single Monday, no ads would be played.

Even the marketing of the campaign was perfect. True to Web 2.0 form, the ads were simple and to-the-point, direct conversation from the top level company representative, who spoke his mind freely and talked directly to his listeners. And when he announced the results of the feedback, he explained why ³less commercials² overall was impossible for the station in a direct and honest way. His clear and transparent messages, plus the creative solution was an incredible way to make his listeners feel like they were being heard.

As a marketer, I am truly in awe of the whole campaign by the radio station, and really excited to see how Web 2.0 is moving marketing into a user-driven format. We are pushing clients in similar directions, both online and off, to be transparent and customer service oriented, and I will be using this example all the time. Well done, 107.9 The Alternative, you can bet I’ll be tuning in to see what incredible changes you have on the horizon!