Corporate Web2.0 2009.04.26 Final Version


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More and more organizations are getting on the Corporate Web 2.0 bandwagon and seeking ways to transform their Corporate 1.0 cultures with various social media tools to create collaboration inside their businesses. The web 2.0 tools outlined below -- blogs, wikis, social networks -- have been used successfully by many companies to facilitate communication, secure information sharing, interoperability, and collaboration. Lessons learned are illustrated through three case studies of our own corporations (although names are scrubbed).

Companies are seeking to move away from their web 1.0 command-and-control ways -- where information flow is primarily one-way, concerned with top-down information control, and using websites built of static pages with 'read-only' material. Knowledge 1.0 is a problem because it lets employees create alone. It locks information in private silos. The 1.0 model forces knowledge into limited locations, workers into limited roles, inside a wall, stuck at a desk (and stuck using email and other standard tools) using rigid ways of organizing information. By unleashing the Knowledge 2.0 model with social media tools, companies put users in control of content so that critical knowledge can be quickly captured and archived, expertise shared faster, knowledge scaled quicker, information found more easily, and accuracy maintained through peer interaction.

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Corporate Web2.0 2009.04.26 Final Version

  1. 1. corporate eb2.0 enterprise blogs Liz DiTucci enterprise wikis Katrina Gosek enterprise social networks Alan Belniak
  2. 2. using social media to create collaboration inside your business
  3. 3. 1.0 orporate web
  4. 4. html static websites mail messaging search + instant browse corporate content web ortals forums
  5. 5. knowledge 1.0
  6. 6. nowledge2.0
  7. 7. business2.0 goals capture + ARCHIVE critical info share expertise faster scalable knowledge base > obtain, negotiate + agree quickly > make info easier to find
  8. 8. to be true? oo good
  9. 9. advice
  10. 10. enterprise blogs Liz DiTucci enterprise wikis Katrina Gosek enterprise social networks Alan Belniak
  11. 11. enterprise blogs Liz DiTucci
  12. 12. Internal blogs • Easy to deploy and operate • Two way communication • Proprietary info • Learn, get feet wet • Ease into external blogging
  13. 13. case study enterprise blogs
  14. 14. entrepirse wiikis Katrina Gosek
  15. 15. entrepirse wiikis Katrina Gosek
  16. 16. enterprise wikis Katrina Gosek
  17. 17. enterprise wikis What are they? Collection of web pages, designed to enable anyone with access to modify content using simple html editors. How are they used? Collaboration and documentation.
  18. 18. groupmemory 1. simplified collaboration 2. aggregator of related info 3. accuracy through peer review 4. every page revision is saved 5. roll-back changes with a click
  19. 19. case study enterprise wikis
  20. 20. imprisoned information
  21. 21. archiving knowledge “let’s hope <name> doesn’t get hit by a bus.”
  22. 22. We needed a better information transfer process and knowledge storage tool
  23. 23. 90 day pilot pbwiki
  24. 24. 1. WYSIWYG Editor – no markup language 2. Named users and single Marketing Workspace signon 3. Ability to access outside office network 4. Full-test search, including attachments 5. Email, rss integration 6. Tagging for dynamic organization 7. Free – low stakes
  25. 25. essons 1. Seeing documentation benefits 2. Transforming culture, slowly 3. Tracking work done 4. Contributing regularly 5. Spreading word and motivation to other teams
  26. 26. enterprise social networks Alan Belniak
  27. 27. enterprise social networks What are they? community people shared interests Why are they used? group thought collaboration exposure to new issues crowd-sourcing knowledge sharing locating in-house experts
  28. 28. source: QjCNE_rYR84bXBGb55FPdotIJ-yQNkgw&sig2=BicstPS-_AcGIV1wqC_psw
  29. 29. enterprise social network providers
  30. 30. case study enterprise social network
  31. 31. enterprise social network case study
  32. 32. essons 1. Understand the objectives 2. Determine evaluation criteria for potential solutions (spend lots of time here!) 3. Consider adoption rate carefully 4. Think big, start small, scale fast quotation credit: Mats Lederhausen, managing director of McDonald's Ventures;
  33. 33. what are FORCES 1. Low risk 2. Low cost working 3. General desire to connect among certain subset for you 4. Need to drive down costs, yet workload remains
  34. 34. there are FORCES 1. Lack of understanding how 2.0 tools work working 2. Lack of content for pre-seeding 3. Adoption anxiety and burden and inertia 4. Focus is on risks and you cultural incompatibilities
  35. 35. recipe for success 1. Make open and easy to use 2. Base design on corporate brand 3. Expose connections 4. Link to e-mail 5. Identify the right content 6. Focus on people 7. Provide initial structure 8. Lead by example – practice what you preach
  36. 36. corporate eb2.0 La Fin