Your SlideShare is downloading. ×
0
Web 2.0: Threat or Menace?

                                               Ed Gottsman
                                   ...
Web 2.0 is Fundamentally About Collaboration

• Innovation and the Grapevine
• Social Networking
• Inferring Social Networ...
Innovation Grapevine




Copyright © 2007 Accenture Internal Use Only   3
Innovation Grapevine: Idea Flow


                 The Seed                      The Vine   The Wine




Copyright © 2007 ...
Innovation Grapevine: Take 1

• 140 participants at a major bank
• Email-based
• >50 distinct ideas
• Strategic changes


...
The Innovation Grapevine (Take 1) Won’t Scale

• Imagine 10,000 participants
• Email breaks down
• People are missed
• Ide...
The Innovation Grapevine (Take 2): Value Proposition

•     Allows organizations to leverage their workforce en
      mass...
Innovation Grapevine: Beta




Copyright © 2007 Accenture Internal Use Only   8
Social Networking




Copyright © 2007 Accenture Internal Use Only   9
Some Facebook Measurements

• >50 million active users
• 200,000 new users each day
• 15 billion page views per month
• Mo...
What Facebook Wants

• Name
• eMail
• Birthday
• Hometown
• Country
• Political Views
• Religious Views
• Relationships (M...
Advertising

• Yes, and it‟s targeted
• Even unto network targeting




Copyright © 2007 Accenture Internal Use Only   12
Now an Application Platform

• „000s
• Mostly games, utilities and “Just for Fun”
• Explosion of BASIC programs in the 197...
“Social networking is just a bunch of spectacularly
      shallow connections between people who don‟t really
        know...
Ties

• Strong ties = kin, friends
   –Large knowledge/experience overlap
   –Excellent communication

• Weak ties = dista...
KEVIN: Six Degrees of Kevin Bacon




                       KEVIN Elicits Various Intermediate Names

Copyright © 2007 Ac...
Intermediaries & Targets

• A target is found (somehow)
• Reaching out directly may work
• But a trusted intermediary impr...
Connecting: The Desperate Attempt

  Dear Janice,
  ¿Que pasa?! You don‟t know me but I think you should
  drop everything...
Connecting: The Intermediary

  Dear Janice,
  I hope things are well with you. I‟d like to introduce John
  Smith, who ha...
The Challenge

• What if you had Facebook…and nobody came?




Copyright © 2007 Accenture Internal Use Only   20
Finding Intermediaries

• Telephone traffic
• Email traffic
• HR data
• Intranet data
• Client accounts




Copyright © 20...
Considerations

• Sam  Pat  Kim  Kelly  Adrian
• How connected is the network?
• In particular, are there enough high-...
Google Docs


Copyright © 2007 Accenture Internal Use Only   23
Docs




                    Text, spreadsheets, presentations
                    Extremely shared editing environment
  ...
Wikis


Copyright © 2007 Accenture Internal Use Only           25
Wikis

• Shared composition and editing environments
• Check-out, check-in
• Roll back, roll forward
• Parallel discussion...
Wikipedia (Of Course)

• 1.9 million articles
• vs. 65,000 for the Britannica
• Accuracy: possibly good
• As many as 40 pe...
Accenture Delivery Architectures

• Architecture documentation
• 50 people
• 9 months
• 1,500 pages
• Committer structure
...
A Few Tentative Lessons

• The perils of politeness
• “Wikipedia envy” (0.005%)
• Incentives
• Credit assignment
• Prolife...
Blogs


Copyright © 2007 Accenture Internal Use Only           30
Blogs

• Chronologically-ordered online journals
• Posts + replies
• A continuing, persistent conversation (when it works)...
Blogs and Customer Service

• 25,000 sites are dedicated to customer service
• One new customer service blog is created ea...
A Few Tentative Lessons

• An individual blog is a lot of work
• Multi-author blogs are better
• Group blogs are better st...
Twitter




Copyright © 2007 Accenture Internal Use Only   34
Twitter

• Micro-blogging
• Transient thoughts
• Subscribing to a Twitter Stream
• Available on your phone (send and recei...
Crowd-Sourcing


Copyright © 2007 Accenture Internal Use Only   36
Crowd-Sourcing




                     Extra
                     Tasty




Copyright © 2007 Accenture Internal Use Only ...
Questions


Copyright © 2007 Accenture Internal Use Only     38
Upcoming SlideShare
Loading in...5
×

2008 03 crt-web 2.0

294

Published on

What is Web 2.0 and why is it important?
Chicago Booth Consulting Roundtable
March 2010
Presentation by Accenture's Ed Gottsman.

Published in: Business, Technology, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
294
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "2008 03 crt-web 2.0"

  1. 1. Web 2.0: Threat or Menace? Ed Gottsman Accenture Technology Labs Copyright © 2007 Accenture Internal Use Only
  2. 2. Web 2.0 is Fundamentally About Collaboration • Innovation and the Grapevine • Social Networking • Inferring Social Networks • Google Docs • Wikis • Blogs • Twitter • Crowd-Sourcing Copyright © 2007 Accenture Internal Use Only 2
  3. 3. Innovation Grapevine Copyright © 2007 Accenture Internal Use Only 3
  4. 4. Innovation Grapevine: Idea Flow The Seed The Vine The Wine Copyright © 2007 Accenture Internal Use Only 4
  5. 5. Innovation Grapevine: Take 1 • 140 participants at a major bank • Email-based • >50 distinct ideas • Strategic changes Copyright © 2007 Accenture Internal Use Only 5
  6. 6. The Innovation Grapevine (Take 1) Won’t Scale • Imagine 10,000 participants • Email breaks down • People are missed • Ideas are lost • And who‟s going to rate them all? Copyright © 2007 Accenture Internal Use Only 6
  7. 7. The Innovation Grapevine (Take 2): Value Proposition • Allows organizations to leverage their workforce en masse to: – Generate a large number of diverse new ideas – Evaluate and prioritize those ideas – Surface a short list of actionable ideas • Increase idea quality • Reduce idea cost • Engage employees • Now in production! Copyright © 2007 Accenture Internal Use Only 7
  8. 8. Innovation Grapevine: Beta Copyright © 2007 Accenture Internal Use Only 8
  9. 9. Social Networking Copyright © 2007 Accenture Internal Use Only 9
  10. 10. Some Facebook Measurements • >50 million active users • 200,000 new users each day • 15 billion page views per month • More photos than flickr • More invitations than evite Copyright © 2007 Accenture Internal Use Only 10
  11. 11. What Facebook Wants • Name • eMail • Birthday • Hometown • Country • Political Views • Religious Views • Relationships (M, F, “Interested in:”) • Education • Etc. Copyright © 2007 Accenture Internal Use Only 11
  12. 12. Advertising • Yes, and it‟s targeted • Even unto network targeting Copyright © 2007 Accenture Internal Use Only 12
  13. 13. Now an Application Platform • „000s • Mostly games, utilities and “Just for Fun” • Explosion of BASIC programs in the 1970s • StumbleUpon, del.icio.us • Google Search, News, Translate, Calendar • Ads • VC money is coming in • What would “serious” apps look like? Copyright © 2007 Accenture Internal Use Only 13
  14. 14. “Social networking is just a bunch of spectacularly shallow connections between people who don‟t really know each other and never will. It won‟t amount to anything.” -- Ed Gottsman, 2005 Copyright © 2007 Accenture Internal Use Only 14
  15. 15. Ties • Strong ties = kin, friends –Large knowledge/experience overlap –Excellent communication • Weak ties = distant acquaintances –Little is shared and communication is awkward but… –Higher likelihood of new knowledge/solutions –Better customer prospects and… –Better job prospects • They‟re young, but their rolodex is bigger than yours • And they‟re maintaining it! Copyright © 2007 Accenture Internal Use Only 15
  16. 16. KEVIN: Six Degrees of Kevin Bacon KEVIN Elicits Various Intermediate Names Copyright © 2007 Accenture Internal Use Only 16
  17. 17. Intermediaries & Targets • A target is found (somehow) • Reaching out directly may work • But a trusted intermediary improves the odds… • …if you can find one Copyright © 2007 Accenture Internal Use Only 17
  18. 18. Connecting: The Desperate Attempt Dear Janice, ¿Que pasa?! You don‟t know me but I think you should drop everything and help me pursue my opportunity! What you need to do is… Sincerely, John Smith Copyright © 2007 Accenture Internal Use Only 18
  19. 19. Connecting: The Intermediary Dear Janice, I hope things are well with you. I‟d like to introduce John Smith, who has an exciting opportunity that I hope you can help him pursue… Sincerely, Simon Jones Copyright © 2007 Accenture Internal Use Only 19
  20. 20. The Challenge • What if you had Facebook…and nobody came? Copyright © 2007 Accenture Internal Use Only 20
  21. 21. Finding Intermediaries • Telephone traffic • Email traffic • HR data • Intranet data • Client accounts Copyright © 2007 Accenture Internal Use Only 21
  22. 22. Considerations • Sam  Pat  Kim  Kelly  Adrian • How connected is the network? • In particular, are there enough high-precision links? • What about privacy? Copyright © 2007 Accenture Internal Use Only 22
  23. 23. Google Docs Copyright © 2007 Accenture Internal Use Only 23
  24. 24. Docs Text, spreadsheets, presentations Extremely shared editing environment Very easy to set up, use Increasingly used by enterprises…inappropriately Copyright © 2007 Accenture Internal Use Only 24
  25. 25. Wikis Copyright © 2007 Accenture Internal Use Only 25
  26. 26. Wikis • Shared composition and editing environments • Check-out, check-in • Roll back, roll forward • Parallel discussion areas • “How‟s it going?” Copyright © 2007 Accenture Internal Use Only 26
  27. 27. Wikipedia (Of Course) • 1.9 million articles • vs. 65,000 for the Britannica • Accuracy: possibly good • As many as 40 people per article • “Edit wars” • 5% of visitors contribute • However: There are only 17,000 regular contributors • That‟s 0.005% of Internet users Copyright © 2007 Accenture Internal Use Only 27
  28. 28. Accenture Delivery Architectures • Architecture documentation • 50 people • 9 months • 1,500 pages • Committer structure • Day jobs Copyright © 2007 Accenture Internal Use Only 28
  29. 29. A Few Tentative Lessons • The perils of politeness • “Wikipedia envy” (0.005%) • Incentives • Credit assignment • Proliferation • Living process vs. final product Copyright © 2007 Accenture Internal Use Only 29
  30. 30. Blogs Copyright © 2007 Accenture Internal Use Only 30
  31. 31. Blogs • Chronologically-ordered online journals • Posts + replies • A continuing, persistent conversation (when it works) • A channel qualitatively different from email Copyright © 2007 Accenture Internal Use Only 31
  32. 32. Blogs and Customer Service • 25,000 sites are dedicated to customer service • One new customer service blog is created each day • Get out in front: host blog(s) for your company Copyright © 2007 Accenture Internal Use Only 32
  33. 33. A Few Tentative Lessons • An individual blog is a lot of work • Multi-author blogs are better • Group blogs are better still • Generating visitor traffic is hard • Who uses RSS? Anybody? • Knowledge management benefits (unlike e-mail) Copyright © 2007 Accenture Internal Use Only 33
  34. 34. Twitter Copyright © 2007 Accenture Internal Use Only 34
  35. 35. Twitter • Micro-blogging • Transient thoughts • Subscribing to a Twitter Stream • Available on your phone (send and receive) • Marketing • Maintaining relationships on the cheep(!) • The hive mind Copyright © 2007 Accenture Internal Use Only 35
  36. 36. Crowd-Sourcing Copyright © 2007 Accenture Internal Use Only 36
  37. 37. Crowd-Sourcing Extra Tasty Copyright © 2007 Accenture Internal Use Only 37
  38. 38. Questions Copyright © 2007 Accenture Internal Use Only 38
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×