Useful: What you need to do

Web 2.0 is sometimes referred to as 'The Useful Web'. Web 2.o is just a buzzword is used to describe the current wave of web-based services that promote online collaboration, user-generated content and file sharing. In contrast to the static, brochure style Interent of the past, a new style 'conversational web' is being created and led by ordinary people. It is fuelling the success of websites such as Flickr, Digg (citizen journalism) and Del.icio.us(social bookmarking).

In this final challenge, you will gain insight into different useful services online and how brands can start to be useful to people.



What you need to do:

1. Review insights generated from ‘Buzz’ (if you didn’t take part, you can chose one of to look at either Caroline's post on Top Shop, Rebekah's on Gu, Richard's on Marriot or Jessica's on New Covent Garden Soup).

2. Use these to think of a need or gap for a service or function in the market place.

- See if there is anyone else out there doing a similar service that you could use / partner with

For example, what if Masterfoods developed a collar to track your pet and see when it's hungry? (An interesting article on the technology and here's a link to the actual product)

- If you can't find it, maybe your idea is something completely new

3. Create a blog post detailing your observations about 'the useful web' and one idea for how your chosen brand could be useful. (Have a think about how you could present this idea - doodles, diagrams, images from Flickr etc)

4. The people with the best ideas will then be asked to share these at the Useful seminar on Monday 9^th July

Challenge tip:
Explore and play with different online services. Tag your findings on your del.icio.us account and expand your network to other people working on that brand. If you get stuck with where to start asking a question on Yahhoo Answers could prove an interesting starting point.

Getting your entry in:
When: Midday on Wednesday 4th July
What: Fill out the survey that will be sent w/c Monday 3rd July. (It will be very short - you'll only be asked tick a box to say you've done it and include a link to your blog post).


Judging:
The judges will review :
50%: your insights about 'the useful web'
50%: the usefulness of your idea for your chosen brand
Bonus points will be assigned for how you creatively present back your idea

Challenge inspiration
As usual, keep taking a look at the reading list as this will be updated throughout the challenge.