Talk by Jonathan Oxer at the Eastern Business Network in June 2007. Follows on from the topics in his book \"How To Build A Website And Stay Sane\" (www.stay-sane.com) to provide a non-technical introduction to the concept of \"web 2.0\" and how businesses can make the most of it to engage with customers in a more personal way. More information at http://jon.oxer.com.au/talks/id/74