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Three pillars ofCorporate Web 2.0

Anwar Us Saeed (TU Graz)

Alexander Stocker (Know-Center)

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Overview

Objectives

Motivation

Web 2.0 Origin

Idea (Concept)

Corporate Web 2.0

Three Pillars

Case Studies

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Objectives

Give an overview of Web 2.0 Phenomenon

Justify the necessity of Corporate Web 2.0for Companies

Introduce a Model for Corporate Web 2.0along with three pillars

Show examples from Web to explain the

model

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Motivation

Josh Bernoff, Forrester Research: "The corporateworld has slowly gone from unaware to fearfulto, now, curious about how to engage with socialnetworks, what to do about user generated

media, how to participate in the blogosphere,and so on.

Surveys

[McKinsey Global survey, 06]

[ArthurD.Little, 06], [BoozAllenHamilton, 06]

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Web 2.0

Origin of the Term (Oreilly, 2004)

Ambiguity for the business domainWeb 2.0 as an evolution of Web

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Evolution of Web to Web2.0 (ongoing process)

Simplification ofuser interfaceand operation

Ongoingtechnicaldevelopment

More bandwith,more reach

More user, moreinteraction, moredata (content)

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Changes around the Web

Bandwith

Interfaces and DevicesSocial Processes

Business

A major shift of Media industry along the lines ofnew evolving technologies of Web 2.0

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Corporate Web2.0

Web 2.0 means that social entities supporttheir social processes with the help oftechnological entities thus generating a lotof new content / data in the web.

Corporate Web 2.0 can be defined astransformation of the social andtechnological aspects of the newinternet/web into business, leading to a

redesign of existing business processes oreven to an evolution of new businessmodels.

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Corporate Web2.0 Model

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Three Pillars

SocialEntities

TechnicalEntities

Wikis

Blogs

RSS-FeedsSocial Networking

Tools

Social Bookmarking

Tools

Community Based

innovation and marketplatforms

(Neurovation)

Business Value

Process-optimizaton

Quality

EfficiencyInnovation

Mass Customization

Product-optimization

Communication

Service and SupportCreativity

ROI

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Opportunities:

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Examples from Web

Fender Musical Instruments Corporation(FMIC) (www.fender.com)

Revver (www.revver.com) The most popular videowas viewed over 4 million times generating $25.000for the amateur producers

Neurovation (http://imarket.bravestone.at)

Ideawicket (www.ideawicket.com)

Crowd Spirit(http://www.crowdspirit.com)

http://www.fender.com/http://www.revver.com/http://imarket.bravestone.at/http://www.ideawicket.com/http://www.crowdspirit.com/http://www.crowdspirit.com/http://www.ideawicket.com/http://imarket.bravestone.at/http://www.revver.com/http://www.fender.com/

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Concluding Remarks

Business Life: optimal engagement ofStake-holders (stake-holder approach)

Corporate Web 2.0 provides new mediumfor realtime stake-holder engagement

Adoption approaches

Active

Reacive

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Future Research:

Future research will include

standard concepts for goal oriented engagementof stake-holders according to the Corporate Web

2.0 model addressing the question to which extent social

and technological aspects are valuable in thisrespect

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Questions