11

Web 2.0In the Enterprise

Web 2.0In the Enterprise

Abbie Lundberg, Lundberg Media

http://lundbergmedia.com

22

Web 2.0 at Work

Which of the following technologies are being offered to employees as corporate applications?

Percent of sample answering

Instant messaging 50%

Wikis 30%

Blogs 23%

RSS 18%

Social networking 10%

None of the above 31%

Source: CIO Web 2.0 Survey, 2008

33

Growing Adoption Of Web 2.0 Tools

Source: Forrester Research

44

Current Applications

• Blogs» Internal Communication» Marketing/PR

• Wikis» Collaboration» Knowledge Capture & Management

• Community Sites» Marketing - Customer Engagement

• Social Networks» Company Directory on Steroids

All of the above: Attracting and retaining smart younger workers

55

Shift to Customer 2.0

• Large businesses spend more on employee collaboration tools than customer-facing Web 2.0

• That trend will reverse by next year

• By 2013, companies will spend nearly a billion dollars more on customer-facing Web 2.0 than on internal collaboration

Source: Forrester Research

66

Global Enterprise Web 2.0 Spending

Source: Forrester Research

77

Executive Blogs

88

99

1010

1111

Consumer Communities

1212

1313

1414

1515

1616

1717

Company Directory: IBM’s Blue Pages

1818

Company Directory on Steroids

1919

New Meaning of Corporate Network

2020

Key Benefits: Collaboration and KMQ: If your organization has offered any of these technologies to its employees, what was the primary reason?

Source: CIO Web 2.0 Survey, 2008

2121

Other Benefits

• Innovation• Productivity

» Development» Call Centers» Design

• Employee engagement; attracting/keeping younger workers

From “Tips for Social Computing in the Enterprise,” by Chris Howard, the Burton Group, on CIO.com

2222

“Group action just got easier”

- Clay Shirky

2323

It’s unstoppablebut not unmanageable

a different kind of management

2424

Enable, facilitate

Observe, don’t disturb

Lead, don’t interfere

From “Tips for Social Computing in the Enterprise,” by Chris Howard, the Burton Group, on CIO.com

Command & Control

2525

can’t prevent undesirable things

prevention reaction (or not)

let go

The Hard Part

2626

Managing Rogue Technology Q: Which of the following best describes your organization’s approach to managing employees using unsupported technology?

Source: CIO Web 2.0 Survey, 2008

2727

We Are Digital Immigrants

2828

Increasingly, Employees and Customers Are Digital Natives

They want to …• Create

» Blogs, videos, wikis, machinima (remixes)• Communicate, Share & Engage

» IM, text messaging, social networking, photo sharing• Participate & Influence

» Rate & be rated, comment, vote• Be recognized

» The American Idol generation, Nike video contestsAnd they…• Trust peers as much as experts

2929

Do you keep a personal BLOG, display photos on the web, or maintain your own website?

Q711 (M-3)

6.2%

3.6%2.2% 2.1%

13.6%

7.9%

3.7%2.5%

21.1%

12.5%

3.2%1.9%

0%

10%

20%

30%

40%

< 18 18-34 35-54 55+

Per

cen

t o

f U

sers

2003 2005 2006

“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2006

They Want to Create

3030

3131

3232

3333

3434

3535

Major Media Usurped by Twitter inChina Earthquake Reporting

The world had real–time news about China's massive earthquake as victims dashed out Twitter text messages while it took place, in what was being touted as micro–blogging outshining mainstream news...

3636

3737

3838

CIO and LinkedIn: Social Networking for Senior IT Professionals

3939

CIO and LinkedIn: Events and Groups

4040

4141

12-24 year olds 25-54 year olds

• Will never read a newspaper; attracted to some magazines

• Will never own a land-line phone; everything will move to mobile

• Create content to be heard, recognized, validated

• Use IM. E-mail is for parents

• Community at the center of Internet experience

• Read off-line newspapers and magazines

• Like mobile for voice (and a few for data) but don’t see their world on mobile

• Create content to share reviews & experiences, not diaries or intimacies

• Heavy into e-mail• Community important for

tasks, much less so for social

Center for the Digital Future, USC Annenberg School, http://digitalcenter.org

4242

Life of a 25-54 • Trust unknown peers more

than experts• Want to move content

freely between platforms• Little interest in the source

of information; most information aggregated

• Less interested in TV than any generation before; won’t watch TV on someone else’s schedule much longer

• Trust experts on factual information; rely heavily on of peers for reviews of hotels, electronics, etc.

• Rely heavy on personalized portals for news and financials

• Care GREATLY about sources of news and information online

• Aggregate information online and use RSS

12-24 year olds 25-54 year olds

Center for the Digital Future, USC Annenberg School, http://digitalcenter.org

4343

CIO Articles & Resources• ABC: An Introduction to Blogs and Wikis in the Business

World http://www.cio.com/article/122701• Seven Reasons for Your Company to Start an Internal Blog

http://www.cio.com/article/120301• Enterprise Wikis Seen As a Way to End 'Reply-All' E-Mail

Threads http://www.cio.com/article/197101• How to Build Your Own Wikipedia

http://www.cio.com/article/189150• How CIOs Can Learn to Love IM, Social Networking, Blogs,

Wikis and Other Tools of User Empowerment http://www.cio.com/article/120159

• Tips for Social Computing in the Enterprise http://www.cio.com/article/330863

• Discovering the Power of Social Networking http://www.cio.com/article/136450

• Social Networking Websites from A to Z http://www.cio.com/article/175250