CIO's Web 2 0 In The Enterprise
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CIO's Web 2 0 In The Enterprise



This is from a talk I gave in 2007. Some of the data is therefore outdated, but much of it is still surprisingly relevant.

This is from a talk I gave in 2007. Some of the data is therefore outdated, but much of it is still surprisingly relevant.



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  • How many of you offer some form of Web 2.0 tools to employees? Raise of hands. Keep hands up if you’re specifically providing… Instant messaging Wikis Blogs Capability to tag and search for content within the company network Social networking Anything else?
  • Overall, two-thirds (69 percent) of respondents offer some type of web 2.0 technology as corporate applications to their employees. Instant messaging (50 percent), wikis (30 percent) and blogs (23 percent) are the most commonly reported web 2.0 offerings with internal collaboration and employee communication/ knowledge management most frequently cited as the primary reasons for adoption.
  • Adoption is increasing, especially at large companies
  • Blogs Internal Communication Marketing/PR – mixed results Wikis Collaboration Knowledge Capture & Management (cultural hurdles – large consulting cos.) Community Sites Customer Engagement – depends on the community, how well the company “gets” its customers Social Networks Company Directory on Steroids – talk more about both of these later
  • According to Forrester, while large businesses are spending more on employee collaboration tools than customer-facing Web 2.0 technologies right now, that trend is expected to reverse by next year. By 2013, investment in customer-facing Web 2.0 technology will dwarf spending on internal collaboration software by nearly a billion dollars.
  • Forrester’s forecasts show strong and steady growth over the next five years, with total Web 2.0 expected to reach $4.6 billion by 2013 Social networking, mashups, and RSS.
  • Of course, as with all new things, there are risks. Great excitement about Whole Foods CEO blogging back in 2005
  • But last year, Mackey was caught posting comments at Yahoo Finance using a pseudonym, saying good things about his company and bad things about competitors – in particular, Wild Oats, which Whole Foods has since ended up buying.
  • It’s been almost a year since Mackey left this post for his readers.
  • Companies are building online communities to engage with customers – a shift to two-way marketing Pepperidge Farms: Connecting through cookies – stated objective: help women improve their social lives. Product downplayed. $2 to $2 million campaign. I don’t really get it.
  • Barbie: Play games and shop. Hyper commercial – down to the animated ad that plays on the TV in the room to the left of the screen!
  • Dove: Social cause. Girls: Confront and conquer your biggest beauty hang-ups here. Moms: Interactive tools, workshops and guides to use at home and in your community.
  • Nike: Training tips & videos, competitions, gear
  • Jockey: humor, competition, user content, ratings
  • Pepsi: plenty of “stuff” (music, gear) and entertainment, but also co-development (design our new can)
  • IBM’s Blue Pages a great example of using these tools internally for knowledge sharing and collaboration. This iteration was fairly basic, with e-mail, phone, basic info, nice picture of Roo Reynolds, IBM’s metaverse evangelist, who created the next three slides.
  • next iteration goes much further. People connecting to each other Employees tag themselves – and others can tag them too Roo says he would never have filled in a skills profile the way other people have tagged him. Can’t always anticipate what’s relevant to other people. Keeps connections – e.g., a person may move on from working on a particular project, by tagging, can refer people to others who work on it now RSS feeds
  • IBM’s system lets employees take a defined group and view the profile pages of the individual members. It creates mashups, maps of where people are – you can drill into a particular community or subject area, see who’s working in those areas. Networking diagram - who you know that knows somebody who knows somebody who knows something relevant useful if you’re looking for a subject matter expert or looking to influence someone you don’t have a direct relationship with
  • Indeed, while external applications are growing, today, internal collaboration and employee communication/ knowledge management are by far the greatest uses of enterprise web 2.0
  • Innovation social computing creates a new stage for innovation, where ideas are more easily exposed and patterns spotted. As communities work out the kinks of new ideas in public forums, innovative thinking coalesces and ownership/leadership emerges. Productivity scenarios: Development: Access to shared solutions and knowledgeable people speeds time to delivery. Call centers: the ability to find information and communicate in real time with coworkers shortens call time. Design: collaborative work on shared artifacts accelerates the early stages of a project and simplifies future iterations. Employee engagement; attracting/retaining younger workers Younger workers have expectations of highly interactive, mobile and ubiquitous computing
  • How Clay Shirky sums up the main message of his new book, "Here Comes Everybody: The Power of Organizing Without Organizations.“
  • All these years, we’ve been trying to get people to collaborate, share knowledge. How much invested in KM attempts back in the late 90s? And it never worked. This works – social tools make it easy for people to share, and it makes them want to share. But companies have to both enable and channel that.
  • Shift from command and control to enablement and facilitation. The attraction of social computing is also its challenge for management. It thrives because it is highly participatory, self-defining, self-directing, emergent and viral. Communities form around seeds of ideas that grow over time into larger patterns. Keep a distance to avoid inhibiting engagement, participation. Use of social computing cannot be mandated; it must simply be facilitated. Reasonable arm's length policies regarding content and style will also allow the voice of the group to reach equilibrium on its own. To achieve the best results, enterprise social computing must retain the perceived freedom of the Web.
  • If you aren’t directly controlling things, you can’t prevent things from happening. Have to shift from a mind set of being able to prevent anything that might not be in the ideal corporate framework to being able to react quickly when undesirable things happen. Or not reacting. This requires more attention. It also requires letting go. We’ve got a ways to go.
  • IT Decision Makers Divided on Adoption of employee-introduced technologies in the Workplace One third of respondents (36 percent) monitor usage of unsupported technology for risk while 35 percent shut down unsupported technology as soon as they detect it and 29 percent monitor the business case for mainstreaming the technology.
  • One thing that’s different about this tech wave is that corporate IT is not leading the way. In many ways, employees and customers are leading this wave. 2001, Marc Prensky -- cultural difference relating to whether a person grew up with or without fairly accessible electronic media. Those who did he referred to as digital natives while the rest who function within an ITC world are digital immigrants. Digital natives are often loosely grouped as people who were born after 1980 with ubiquitous access to digital media. First computers, then the Internet, as well as other progressively more advanced technologies.
  • The following slides are examples of ways people are doing all these things… (Create, Communicate, Share & Engage, Participate & Influence, Be recognized) They’re creating videos – these are the result of a search for CIO videos – not your typical millennial fare! – sharing them with the world, rating and commenting on others.
  • Machina is weird and silly – but some companies are even playing around with this
  • There are currently over 24,000 Facebook apps – the vast majority of them created by individuals unaffiliated with Facebook
  • You’re probably familiar with Flickr and other photo sharing sites; slideshare is a platform for sharing slideshows and presentations. You can view – with or without audio – download, comment, embed in your blog, post to various other social sites and more – a very rich environment, and easy to use.
  • CIO partnership with LinkedIn – find out who you’re connected to at the companies we write about or at our upcoming conferences.
  • Company Insider and Job Insider allow visitors to view high-level information about members of a featured company’s LinkedIn network, and connect with members who are in their own network through links in article pages, Advice & Opinion, and Careers listings.
  • The Events feature – see who in your network is attending an upcoming event – or invite your network to join you there.   CIO has created a CIO Group where the CIO community can connect.  Visitors will also be able to share CIO content with their connections on LinkedIn without leaving starting in June.
  • We want access to more information, more media, but we need filters & dashboards to manage it all. iGoogle is an easily configured dashboard. Filters will be the killer app.

CIO's Web 2 0 In The Enterprise Presentation Transcript

  • 1. Web 2.0 In the Enterprise Abbie Lundberg, Lundberg Media
  • 2. Web 2.0 at Work Source: CIO Web 2.0 Survey, 2008 31% None of the above 10% Social networking 18% RSS 23% Blogs 30% Wikis 50% Instant messaging Percent of sample answering Which of the following technologies are being offered to employees as corporate applications?
  • 3. Growing Adoption Of Web 2.0 Tools Source: Forrester Research
  • 4. 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
  • 5. 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
  • 6. Global Enterprise Web 2.0 Spending Source: Forrester Research
  • 7. Executive Blogs
  • 8.  
  • 9.  
  • 10.  
  • 11. Consumer Communities
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17. Company Directory: IBM’s Blue Pages
  • 18. Company Directory on Steroids
  • 19. New Meaning of Corporate Network
  • 20. Key Benefits: Collaboration and KM Q: If your organization has offered any of these technologies to its employees, what was the primary reason? Source: CIO Web 2.0 Survey, 2008
  • 21. 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
  • 22. “ Group action just got easier” - Clay Shirky
  • 23. It’s unstoppable but not unmanageable a different kind of management
  • 24. 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 Command & Control
  • 25. The Hard Part can’t prevent undesirable things prevention reaction (or not) let go
  • 26. 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
  • 27. We Are Digital Immigrants
  • 28. 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 contests
    • And they…
    • Trust peers as much as experts
  • 29. Do you keep a personal BLOG, display photos on the web, or maintain your own website? Q711 (M-3) “ Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2006 They Want to Create
  • 30.  
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  • 35. Major Media Usurped by Twitter in China 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...
  • 36.  
  • 37.  
  • 38. CIO and LinkedIn: Social Networking for Senior IT Professionals
  • 39. CIO and LinkedIn: Events and Groups
  • 40.  
  • 41. 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,
  • 42. 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,
  • 43. CIO Articles & Resources
    • ABC: An Introduction to Blogs and Wikis in the Business World
    • Seven Reasons for Your Company to Start an Internal Blog
    • Enterprise Wikis Seen As a Way to End 'Reply-All' E-Mail Threads
    • How to Build Your Own Wikipedia
    • How CIOs Can Learn to Love IM, Social Networking, Blogs, Wikis and Other Tools of User Empowerment
    • Tips for Social Computing in the Enterprise
    • Discovering the Power of Social Networking
    • Social Networking Websites from A to Z http ://