Applying Web 2.0 Concepts to Your Business


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This presentation was originally delivered by Neal Sharma of Digital Evolution Group for the Triple-I Executive Forum (April 2009) and for the Wichita Chamber of Commerce (May 2009).

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Applying Web 2.0 Concepts to Your Business

  1. 1. Applying Web 2.0 Concepts to Your Organization 19 May 2009
  2. 2. // Goals 1. Introduce you to emerging concepts 2. Stimulate thought and discussion 3. Provide actionable items for immediate application
  3. 3. // Today’s Agenda 1. What is Web 2.0? 2. Emerging concepts that are changing the landscape. 3. Some tactics to apply to your organization. 4. Final Questions and Discussion
  4. 4. Introduction
  5. 5. // Company Highlights: Triple-I • A 38 year old management consulting and technology services company headquartered in the Midwest. • Provide highly tailored business and technical solutions to clients in the commercial and government sectors. Our nationwide success stems from the heart of our organization – our people. • Exceptional people providing exceptional services in the areas of: business process management (BPM); managed services; knowledge management; project management; custom software and portal development; and staff augmentation. People you believe. Results you trust.
  6. 6. // Company Highlights: Digital Evolution Group • 9 year old e-business consultancy • One of the largest independent e-business consultancies in the Midwest (KC Business Journal) • Voted by readership as one of the best web development firms in the region two years running (Ingram’s) • National and regional awards/recognition for thought leadership and results • Exceptional team with in-house strategy, information architecture, programming, testing, e-marketing and animation skills
  7. 7. // Trusted by Local, National and Global Organizations
  8. 8. // A Full Service E-Consultancy Technology Prowess Design Talent Deep understanding of technology History of creating compelling and attractive solutions Vast experience with many disciplines Expert ability to execute Known for designing balanced, intuitive and easy to use interfaces Exceptionally disciplined Exceptionally disciplined team and Dedicated to communicating our partner’s brands process Strategic Thinking Solid business acumen and principles Bottom-line and value focused
  9. 9. // What is Web 2.0? • Coined by Tim O'Reilly and others (2004) • New conventional wisdom AND marketing buzzword • Loosely associated innovations
  10. 10. // 4 Key Patterns • The Long Tail • Blurring of Lines • Perpetual Beta • Harnessing Collective Intelligence
  11. 11. // The Long Tail • Chris Anderson: selling less of more • Narrow niches provide the bulk of possible applications • Combinations and personalization
  12. 12. // The Long Tail • eBay, Amazon • Television • Hallmark • Starbucks • Shoe companies
  13. 13. // The Long Tail Immediately applicable lessons/tactics: • Embrace the niche • Incorporate personalization • Segment, segment, segment • Targeted Email and Personalized Print • Campaign-specific landing pages • Sell experiences
  14. 14. // The Long Tail Immediately applicable lessons/tactics: • Why does it work? • Auto industry example • AKO vs. Company Commander
  15. 15. Perpetual Beta
  16. 16. // Perpetual Beta “[Developing] in the open, with new features slipstreamed in on a monthly, weekly, or even daily basis.” • Google, iPhone Apps, Flickr • Users are co-developers • Users expect adaptability and improvement • Expectations are greater for “baked” products
  17. 17. // Perpetual Beta Immediately applicable lessons: • You have the freedom to be wrong • Be excellent at what you have right • Structure feedback and monitor vigilantly • Make your analytics actionable
  18. 18. // Perpetual Beta Triple-I Example: • Intranet Resource Finder • Grows from the original vision into a useful and used tool • Morphs as the business changes
  19. 19. Blurring the Lines
  20. 20. // Blurring of Lines • Websites as a quot;hubquot;, not a destination • Google/Yahoo start pages, WebTops, RSS Readers • Users never have to visit the website
  21. 21. // Blurring of Lines quot;Transparency and trustworthiness as important as value for money and strong financial future.quot; ranks above environmentalism, innovation, job-creation, and charity. - 2009 Edelman TrustBarometer
  22. 22. // Goals the Lines Blurring “For years, the District of Columbia has provided access to city operational data through the Internet. Now, the District provides citizens with access to 24/7 datasets from multiple agencies, a catalyst ensuring agencies operate as more responsive, better performing agencies.”
  23. 23. // Blurring of Lines • SaaS • APIs / Web Services • Mashups • Widgets • Other Embedded Assets • Standards-based presentation
  24. 24. // Blurring of Lines Immediately applicable lessons/tactics: • Be transparent • Make information/function accessible • Push your information out through multiple channels (including email, social networks, APIs, feeds, widgets) • Leverage existing infrastructure • Adopt selection criteria for SaaS applications
  25. 25. // Blurring of Lines Triple-I Example: •Knowledge trumps presentation •Keep it simple •Stay on focus (remember the “Long Tail”)
  26. 26. Harnessing Collective Intelligence
  27. 27. // Harnessing Collective Intelligence • A set of ties based on common interest / activity • Provides methods of classification and interaction • Starts with a list of friends (or quot;connectionsquot;) • Facebook, MySpace, Orkut, LinkedIn
  28. 28. // Harnessing Collective Intelligence quot;93 percent of Americans believe that a company should have a presence on social media sites and 85% believe that these companies should use these services to interact with consumers.quot; - Cone Business in Social Media
  29. 29. // Harnessing Collective Intelligence
  30. 30. // Harnessing Collective Intelligence
  31. 31. // Harnessing Collective Intelligence
  32. 32. // Harnessing Collective Intelligence “Nourished on instant messaging, blogs, wikis, chat groups, playlists, peer-to-peer file sharing, and online multiplayer video games, the Net Generation will increasingly bring a heightened comfort with technology, inclination toward social connectivity, more emphasis on creativity and fun, and greater diversity to the companies they work for and to the companies they found themselves.” - Don Tapscott, Wikinomics
  33. 33. // Harnessing Collective Intelligence Immediately applicable lessons/tactics: • Engage everywhere • Commit resources to engagement and use of acquired knowledge • Encourage aggressive use of LinkedIn • Establish Facebook presence, as appropriate • Implement enterprise social networking and collaboration
  34. 34. // Harnessing Collective Intelligence Triple-I Example: • One learns, many know • How to make it “sticky” • How to avoid the “Wikipedia flaw”
  35. 35. // Conclusion Thank You! Questions and Discussion