Exploring the 2010 Web

Robert Scoble: "In a couple of weeks I’m getting a new 2010 Toyota Prius. If you look at the web site, it seems to be pretty cool, right? But why doesn’t Toyota have a community, or place you can go to talk about the 2010 Prius? Toyota does have a Facebook page, but why didn’t they create a place for me to go to talk about my new Prius with other people? Why didn’t it create a YouTube account that would get hooked in here? Did you know that Toyota’s PR team is on Twitter? Yeah, they are, but you wouldn’t have known by looking at the Toyota Web site. Even over on Twitter and Google it took quite a few tries to find this page.

And that’s what I’m getting at. Toyota is one of the world’s top brands. Has TONS of money to spend on marketing. And they aren’t even taking advantage of the 2010 web. So how are smaller businesses supposed to do it?

For instance, right near Facebook is an awesome yogurt shop named Fraiche. Tons of Facebook employees frequent here. So you’d think they’d be working on a Facebook connect site so that they can let their community know when they have something new to offer, right? No.

Do they use video to tell their story? No. Do they have a friendfeed group where people who love Fraiche can talk about it? No. Is there a blog that shows some of the new things they are adding? No.

This is a business that’s run by the wife of a venture capitalist in Silicon Valley and is right in the heart of Palo Alto (a short walk away is Tapulous and Facebook). If they aren’t on the 2010 web, something is wrong."