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6 Ways To Make Web2.0 Work

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Web 2.0, the latest wave in corporate technology …

Web 2.0, the latest wave in corporate technology
adoptions.Many organizations, keen to harness Web 2.0 internally, are experimenting
with the tools or deploying them on a trial basis.Web 2.0 covers a range of technologies. The most widely used are blogs, wikis, podcasts,
information tagging, prediction markets, and social networks (Exhibit 2). New technologies
constantly appear as the Internet continues to evolve.

Published in: Business, Technology

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  • 1. 6 Ways To Make Web2.0 Work + By Sandeep Arora www.Telezent.com Sandeep.Arora@Telezent.com © 2009 www.telezent.com
  • 2. Social Media • Social Media has become very popular. • Many companies are keen to harness Web 2.0 technologies internally. Has come out with a report “Six ways to make Web 2.0 work” advising companies how to use Web 2.0. © 2009 www.telezent.com
  • 3. Web 2.0 Vs Social Media Communicate Collaborate Connect • Web 2.0 technologies are the tools & technologies which enable Social Activities using media. (Text, Audio, Pictures, Videos etc). © 2009 www.telezent.com
  • 4. Fundamentals of Social Media • Web 2.0 is about empowering people. • Free and open participation by all. • Multi format user generated content. • Free publishing and distribution. • Is about large scale connection, community & communication. • Is about large scale collaboration. © 2009 www.telezent.com
  • 5. The transformation to a bottom up Factor 1 culture needs help from the top Continuous participation Leaders become role models & + lead through informal channels. = Success By employees © 2009 www.telezent.com
  • 6. The transformation to a bottom up Factor 1 culture needs help from the top Case Study • A direct report to the CIO championed the use of blogs & wikis. • Evangelized the benefits of Web2.0 technologies to other senior leaders. • Established his own blog. • Set goals + volume of contributions. • The result was widespread acceptance & collaboration across the company. © 2009 www.telezent.com
  • 7. The best uses come from users - but Factor 2 they require help to scale • Management should not dictate the use. © 2009 www.telezent.com
  • 8. The best uses come from users - but Factor 2 they require help to scale Case Study • At AT&T it was the frontline staffers who found the best use of Web 2.0. • In this case using the Web 2.0 for collaborative project management. • Management broadened participation by supporting an awareness campaign to seed futher experimentation. © 2009 www.telezent.com
  • 9. What’s in the workflow is what Factor 3 gets used. • Continuous participation is key to successful enterprise Web 2.0 initiative. • Using Web 2.0 should not be a option. • It should be integrated into a users work activity. © 2009 www.telezent.com
  • 10. What’s in the workflow is what Factor 3 gets used. • Stay Abreast. • Can co-ordinate work. • Derive Intelligence. • Can learn from others. • Any best practices. • New Service ideas. Derive • New product ideas. Intelligence © 2009 www.telezent.com
  • 11. Appeal to the participants ego and Factor 4 needs – not just their wallets. • In one failed attempt, a leading web company set performance evaluation criteria that included the frequency of postings on . the company’s newly launched wiki. • While individuals were posting enough entries to meet the benchmarks, the contributions were generally of low quality. © 2009 www.telezent.com
  • 12. Appeal to the participants ego and Factor 4 needs – not just their wallets. • Similarly a professional services firm tried to use steady management pressure to get individual to post on wikis participation increased when managers doled out frequent feedback but never reached self – sustaining levels. © 2009 www.telezent.com
  • 13. The right solution comes from the Factor 5 right participants. Targeting users who can create a critical mass for participation as well as ad value is another key to success. • Selecting the right users who love collaboration and are passionate about the objective is not straight forward. • Success for Web 2.0 takes time-selecting users who can participate & rally others in a sustained manner is a big challenge. © 2009 www.telezent.com
  • 14. The right solution comes from the Factor 5 right participants. P&G targeted the following users when they launched their Blog & Wikis. © 2009 www.telezent.com
  • 15. Balance the top-down and Factor 6 self-management of risk. • A common reason for failed participation is discomfort with it, or even fear. ……McKinsey • Finding the right balance between freedom & control is difficult. Fear Factor 1 • Lack of Management Control • Fear of discent. Fear Factor 2 • Repercussions of content © 2009 www.telezent.com
  • 16. Balance the top-down and Factor 6 self-management of risk. Inside the company Outside the company © 2009 www.telezent.com
  • 17. Next steps Legal Work Established with HR Reasonable Policies IT Security • Acceptance of Web2.0 technologies is growing • Encouraging participation calls for new approaches that break with the methods to deploy IT in the past. …..McKinsey. • Mckinsey asked for feedback on this report using the "# web2.0work" hashtag. • In this update we bring to you what people are saying Sandeep on Twitter regarding this report. © 2009 www.telezent.com
  • 18. 6 Ways To Make Web2.0 Work By Sandeep Arora www.Telezent.com Sandeep.Arora@Telezent.com © 2009 www.telezent.com

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