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Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
Web 2.0 Investment Strategy
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Web 2.0 Investment Strategy

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Presents a Web 2.0 investment strategy for business and government that aims to help you outperform the market by investing at a lower cost. 3 sections: a) Web 2.0 and the enterprise overview, why …

Presents a Web 2.0 investment strategy for business and government that aims to help you outperform the market by investing at a lower cost. 3 sections: a) Web 2.0 and the enterprise overview, why it's much harder than most people think, b) the Web 2.0 Adoption Curve model, how the Web 2.0/social networking will have a correction in 2010, and how this can be an opportunity for you, c) how you can adopt Web 2.0 at a lower cost than your competitors and create competitive advantage

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  • 1. Web 2.0 Investment Strategy Outperform Rivals by Using Adoption Curve University of Chicago Booth, 19 October 2009 Entire contents © 2008-09 by Christopher S. Rollyson
  • 2. Agenda Copyrighted material • One: Web 2.0 and the Enterprise – The opportunity and the challenge • Two: The Web 2.0 Adoption Curve – How most of the market will adopt, at a high cost • Three: A Web 2.0 Investment Strategy – How you can adopt, at a lower cost by using the Web 2.0 Adoption Curve 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 2
  • 3. My Perspective Copyrighted material • 20 years experience as management consultant and line executive • Expertise: disruptive innovation, strategy and transformation 1 • Strategy and execution for game-changers: Web 2.0 Java, e-business, SOA, Web 2.0, social networks and the Enterprise • Thought leader: 3 blogs in global top 10 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 3
  • 4. What I’ve Learned about Technology Disruptions Copyrighted material 1 1. In the beginning: small and fringe-y – “Oh, - - - , my kids do that” – “That’s for overcaffeinated people with too much time on their hands” 1 Web 2.0 2. Isolated upsets and denials – “- - -, no real company is going to (do business on the Internet)” 2 3 and the Enterprise 3. Tentative consideration – “We may need a website--but only for some departments” 4. Full acceptance – “We need websites for most of our businesses” – “Why don’t we build private websites for customers and partners?” 4 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 4
  • 5. Social Networks & Web 2.0: Why the Disruption? Copyrighted material • Many-to-many • Rich asynchronous 1 • Social ecosystem • Expertise economy Web 2.0 Blog Web 2.0 and the Enterprise • Real-time, global • Inexpensive Wiki • Specific • Digital, Fast 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 5
  • 6. The Relationship Life Cycle: Plummeting Copyrighted Transaction Costs across the Board material 1. Discovery – Finding people with highly specific interests & needs – Digital breadcrumbs everywhere when you know where to look 2. Invitation 1 – Initiating a relationship asynchronously – Practice authenticity and transparency Web 2.0 and the 3. Building Enterprise – Developing relationships with interactions – Focus on building trust 4. Management – Keeping up my relationship via meaningful interactions – Online to prequalify – Offline to build highest value 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 6
  • 7. Social Networking Meets the Enterprise Copyrighted material Enterprise Social Networking • Process-oriented • People-oriented 1 • • • Organization Involuntary Channels, slow ! • • • Collaborative Voluntary Transparent, fast Web 2.0 and the • The multiplicities of push • Infinite pull, with strings Enterprise • Structured, siloed • Cross-boundary, emergent ? 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 7
  • 8. BIG Idea Copyrighted material Web 2.0 will transform 1 business because it Web 2.0 and the Enterprise changes the economics of relationships... but it’s work to adapt to the enterprise 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 8
  • 9. The Web 2.0 Adoption Curve, 2009-2015 Copyrighted material You are here 2 Web 2.0 Adoption Curve How most of the market will evolve through 2015 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 9
  • 10. Discover, Hype & Experimentation, 2006-2009 Copyrighted material “Irrational exuberance” • Shiny new toy: “cool” • Provider-driven marketing 2 • Superficial stories Web 2.0 Adoption • Not much responsibility Curve • No down side • Meaningless “metrics” • Widespread talk of investment 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 10
  • 11. Failure and Disappointment, 2010 Copyrighted material “Ignorant criticism” • Demotion from silver bullet status • Mainstream media backlash 2 • Disillusionment with “ROI” Web 2.0 Adoption • No solid up side Curve • “Harder than we thought” • Widespread de-investment 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 11
  • 12. Triumph and Pervasive Adoption, 2011-15 Copyrighted material “Maturing investment” • Relationship-oriented • Money follows trust 2 • Specific programs Web 2.0 Adoption • Digital social networks enable Curve more communication • Widespread ROI models • Increased competition for attention 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 12
  • 13. BIG Idea Copyrighted material The adoption pattern is very 2 Web 2.0 predictable… just reflect on Adoption Curve other disruptions you have seen 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 13
  • 14. Risk Mitigation Enables More Aggressive Adoption Copyrighted material Obvious Web 2.0 Risks Overlooked Web 2.0 Risks • Negative word of mouth • Opportunity cost • Embarrassment by not • Loss of competitiveness 3 being “with it” due to inferior collaboration Web 2.0 Investment • Loss of brand value due to • Investment Strategy competitor success mismanagement & under- investment 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 14
  • 15. Using the Adoption Curve to Outperform Rivals Copyrighted material 3 Web 2.0 Investment Strategy The power of risk mitigation 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 15
  • 16. Risk Mitigation Approach Copyrighted material The Stages Techniques • Assess • Rapid cycles – Match goals with organization – Short feedback loops enable and stakeholder realities fast correction, less waste 3 • Pilot • Transparency and inclusion – Try social networking initiatives – Involve legal, PR, revenue Web 2.0 in small chunks to manage risk owners and accounting early Investment Strategy – Learn & iterate in short cycles • Focus on external and internal • Scale stakeholders – Expand elements of effective – External focus on workstreams pilots, expand scope and scale within the ecosystem • Integrate – Explicit focus on change – When you stabilize social • Budgeting networking processes, – Structure pilots to minimize integrate them with legacy need for normal ROI process 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 16
  • 17. Avoiding Common Pitfalls Copyrighted material • Leading with technology – Technology imposes process on people and they don’t adopt • Having fuzzy, non-actionable goals 3 – Results harder to track, and your initiative loses support • Focus on what your firm needs rather than stakeholders Web 2.0 Investment – SHs will not be stimulated and will not engage Strategy • Chunking innovation too large – Spend too long on ROI discussions • Depending too much on experts and vendors – Web 2.0 is core; it needs to become your O/S • Falling into the efficiency tech trap, not using portfolio – Letting a monolithic tech solution be everything to everyone 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 17
  • 18. Investment Process Copyrighted material 1. Begin with due diligence – Be explicit: what stakeholders do you want to engage? – Understand the ecosystem: where do they interact most? – Motivations: what is important to them? 3 2. Assess your capabilities – What meaningful expertise can you contribute consistently? Web 2.0 Investment – Identify organizational risks and barriers Strategy 3. Start with small-but-important pilots, and measure constantly – Small to manage cost risk and minimize ROI discussion – Measure/adjust to catch mistakes quickly – Build to last, and propagate skills White Label Blogging 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 18
  • 19. Example Pilots Copyrighted material • Blog outreach program Blogging • LinkedIn Group • Microblogging 3 Web 2.0 • Facebook Group or Page Investment Strategy • Cause-focused community White Label • YouTube campaign • MySpace Site or Group 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 19
  • 20. Example: Social Network Roadmap Pilot Copyrighted material Phase 1: Web 2.0 Phase 2: Web 2.0 Phase 3: Web 2.0 Ecosystem Audit Readiness Implementation 3 • Assess Web 2.0 • Define stakeholder • Design pilots to environment activity/workstreams mitigate risk Web 2.0 Investment • Identify stakeholder • Understand firm USP • Fast cycles with Strategy characteristics and how transfers to rapid feedback – Internal Web 2.0 venues • Small investments – External • Assess resources to • Portfolio approach • Web 2.0 analysis engage stakeholders • Knowledge transfer focus • Influencer analysis • Measure gaps Requirements for Pilots End End State State Ecosystem vision Stakeholder vision Pilot design 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 20
  • 21. BIG Idea Copyrighted material Web 2.0 is 21st century 2 dialtone: adoption is a Web 2.0 Adoption Curve strategic necessity… getting this right will determine winners 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 21
  • 22. Resources to Help Copyrighted material • The Social Network Roadmap – Helps companies use Web 2.0 for innovation – http://socialnetworkroadmap.com – Currently rated #1 worldwide by Technorati • The Global Human Capital Journal – CEO/CMO/CIO journal for innovation Microblogs 3 – Currently rated #10 worldwide by Technorati http://twitter.com/eglii – http://globalhumancapital.org http://twitter.com/egtw Web 2.0 Investment • The Executive’s Guide to Web 2.0 http://twitter.com/egfb http://twitter.com/csrollyson Strategy – EGLI blog currently rated #4 worldwide by Technorati http://twitter.com/snroadmap – EGTW management advice for Twitter, blogging http://plurk.com/user/csrollyson – EGFB management advice for Facebook http://identi.ca/csrollyson – http://executivesguide-web20.com http://kwippy.com/csrollyson http://csrollyson/tumblr.com/ • Social networks http://friendfeed.com/csrollyson – http://www.linkedin.com/in/csrollyson – http://www.facebook.com/csrollyson Other – http://myspace.com/csrollyson skype/IM - csrollyson – http://tinyurl.com/orkut-csrollyson iphone - chris@rollyson.net – http://tinyurl.com/xing-csrollyson iphone +1.312.925.1549 10/26/09 Web 2.0 Investment Strategy | University of Chicago Booth | 19 October 2009 22

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