There's a lot of talk about Web 2.0, to the extent that companies ring up and say, "Hello, can we have some Web 2.0 please?". We get asked a lot for "X, Y and Z and can it have a social networking element?". All very strange.
For a brand to really understand Web 2.0 (and I apologise for using that term but you all know what I mean) what it takes is someone in the organisation who already understands Web 2.0. Someone who is already blogging, someone who has a Flickr account. Etc etc.
And I reckon that's what's happening at Eurostar.
Eurostar are blogging the big move from Waterloo to St Pancras. The blog is good, updated regularly and the writers respond to all comments. But it's the Flickr stuff that has impressed me.
They've set up a Flickr photostream and they're putting all sorts of (gorgeous) behind the scenes shots up there. But they've also collected a whole bunch of Eurostar pictures that have been taken by other people and saved them as their favourites; creating a instant Web 2.0, user generated, good looking, relevant, gem. So simple my friends, so simple.