Web 2.0 in the Enterprise
Presented by Sam Huleatt
CEO, Heights Media Group
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Web 2.0 Innovations
“Consumer-Facing” web applications
Collect, Organize, Republish, Extend, Share
Perpetuates new era of Openness & Socialization

What’s Different About Web2?
Traditional Technology Adoption Pattern:
Military > Enterprise > End-Users
Web 2.0: Starts with End-Users!
Example: Instant Messaging

Web 2.0 + Business =
Enterprise 2.0
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What is Enterprise 2.0?
“The use of emergent social software
platforms within companies, or
between companies and their partners
or customers”
- Andrew McAfee

Employee Expectations
Employees bring from home expectations of
how computing should be…
Q: Why use company email when I can use
Facebook messaging?
“I want to write about work on my blog”
“I’ll look it up on Wikipedia”

Challenges
Businesses lag consumers on the tech curve
Companies struggle with the reality of
employees using tools not behind the firewall
Q: How do companies embrace technology that
encourages openness, disrupts conventions and
whose value is difficult to measure?

Specific Fears
• Data Security
• Identity
• Privacy
• Information Authenticity
• Copyright & IP

Employee Buy-in
Reluctance to adopt technology not offering
individual incentive
Technology learning curve
9x Rule (McAfee)
Fear of accountability

E2 Concepts
Folksonomy (tagging)
Crowd Sourcing (collective intelligence)
Productivity
Automation (lowers costs)
Software as a Service
Social Architecture (Social Networking)

Enterprise Offerings
Legacy Systems: Oracle, SAP, Microsoft
Collaboration 1.0: IM, Email, Basecamp (silos)
SaaS Systems: Salesforce.com

Enterprise2 Offerings
Blogs, Wikis, Social Bookmarking
Communications: Skype, Video Conferencing
Hosted Processors: Zoho, Google Docs
Platforms (Mashups): IBM, Blogtronix, SocialText

Enterprise Hybrids
Social Media Tools:
Prediction Markets, Corporate Social
Networking, Digg, LinkedIn Answers
Niche SaaS Apps:
Freshbooks, Blinksale, Dopplr

Enterprise Trends
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Office Infrastructure 2.0
90% of enterprises consider themselves
“virtual,” with team members in separate
geographic locations
• Globalization
• Niche Specialization
• Entrepreneurship
**Gartner

Communications Shift
42% Communicate Mostly via IM
90+ Daily average minutes spent on
social networks
11 Average Number of Text
Messages sent daily (mobile)

Power Shift!
Leadership can emerge at any level
Tech savvy employees can outperform the
highest IQ’s
Generation Y employees demanding
work/life balance = remote work

Conclusion
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No Clear Winner: Up for Grabs!
Microsoft market share is threatened
Google Strategy: Innovation & acquisition
AOL & Yahoo Looking for new strategies

What’s Next?
Facebook for Business?
Virtual Worlds…SecondLife
Streams: Pownce, Tumblr

Thanks!
Sam Huleatt
LeveragingIdeas.com
HeightsMediaGroup.com