Web 2.0 in the Enterprise

Web 2.0 In the Enterprise Abbie Lundberg Editor in Chief, CIO lundberg@cio.com 1 Web 2.0 at Work Percent of sample answering 50% 30% 23% 18% 10% 31% Which of the following technologies are being offered to employees as corporate applications? Instant messaging Wikis Blogs RSS Social networking None of the above 2 Source: CIO Web 2.0 Survey, 2008 Growing Adoption Of Web 2.0 Tools 3 Source: Forrester Research Current Applications • Blogs » Internal Communication » Marketing/PR • Wikis » Collaboration » Knowledge Capture & Management • Community Sites » Marketing - Customer Engagement • Social Networks » Company Directory on Steroids All of the above: Attracting and retaining smart younger workers 4 Shift to Customer 2.0 • Large businesses spend more on employee collaboration tools than customer-facing Web 2.0 • That trend will reverse by next year • By 2013, companies will spend nearly a billion dollars more on customer-facing Web 2.0 than on internal collaboration 5 Source: Forrester Research Global Enterprise Web 2.0 Spending 6 Source: Forrester Research Executive Blogs 7 8 9 10 Consumer Communities 11 12 13 14 15 16 Company Directory: IBM’s Blue Pages 17 Company Directory on Steroids 18 New Meaning of Corporate Network 19 Key Benefits: Collaboration and KM Q: If your organization has offered any of these technologies to its employees, what was the primary reason? 20 Source: CIO Web 2.0 Survey, 2008 Other Benefits • Innovation • Productivity » Development » Call Centers » Design • Employee engagement; attracting/keeping younger workers From “Tips for Social Computing in the Enterprise,” by Chris Howard, the Burton Group, on CIO.com 21 “Group action just got easier” - Clay Shirky 22 It’s unstoppable but not unmanageable a different kind of management 23 Enable, & Control Commandfacilitate Observe, don’t disturb Lead, don’t interfere From “Tips for Social Computing in the Enterprise,” by Chris Howard, the Burton Group, on CIO.com 24 The Hard Part can’t prevent undesirable things prevention reaction (or not) let go 25 Managing Rogue Technology Q: Which of the following best describes your organization’s approach to managing employees using unsupported technology? 26 Source: CIO Web 2.0 Survey, 2008 We Are Digital Immigrants 27 Increasingly, Employees and Customers Are Digital Natives They want to … • Create » Blogs, videos, wikis, machinima (remixes) • Communicate, Share & Engage » IM, text messaging, social networking, photo sharing • Participate & Influence » Rate & be rated, comment, vote • Be recognized » The American Idol generation, Nike video contests And they… • Trust peers as much as experts 28 They Want to Create Do you keep a personal BLOG, display photos on the web, or maintain your own website? 2003 2005 2006 40% 30% Percent of Users 21.1% 20% 13.6% 12.5% 7.9% 3.6% 2.2% 3.7% 3.2% 2.1% 2.5% 1.9% 10% 6.2% 0% <18 18-34 35-54 55+ “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2006 29 Q711 (M-3) 30 31 32 33 34 Major Media Usurped by Twitter in China Earthquake Reporting The world had real–time news about China's massive earthquake as victims dashed out Twitter text messages while it took place, in what was being touted as micro– blogging outshining mainstream news... 35 36 37 CIO and LinkedIn: Social Networking for Senior IT Professionals 38 CIO and LinkedIn: Events and Groups 39 40 12-24 year olds 25-54 year olds • Will never read a newspaper; • Read off-line newspapers and attracted to some magazines magazines • Will never own a land-line phone; • Like mobile for voice (and a few everything will move to mobile for data) but don’t see their world on mobile • Create content to be heard, recognized, validated • Create content to share reviews & experiences, not diaries or intimacies • Use IM. E-mail is for parents • Heavy into e-mail • Community at the center of • Community important for tasks, Internet experience much less so for social Center for the Digital Future, USC Annenberg School, http://digitalcenter.org 41 12-24 year olds Life of a 25-54 • Trust unknown peers more than experts • Want to move content freely between platforms • Little interest in the source of information; most information aggregated • Less interested in TV than any generation before; won’t watch TV on someone else’s schedule much longer 25-54 year olds • Trust experts on factual information; rely heavily on of peers for reviews of hotels, electronics, etc. • Rely heavy on personalized portals for news and financials • Care GREATLY about sources of news and information online • Aggregate information online and use RSS Center for the Digital Future, USC Annenberg School, http://digitalcenter.org 42 CIO Articles & Resources • • • • • • • • ABC: An Introduction to Blogs and Wikis in the Business World http://www.cio.com/article/122701 Seven Reasons for Your Company to Start an Internal Blog http://www.cio.com/article/120301 Enterprise Wikis Seen As a Way to End 'Reply-All' E-Mail Threads http://www.cio.com/article/197101 How to Build Your Own Wikipedia http://www.cio.com/article/189150 How CIOs Can Learn to Love IM, Social Networking, Blogs, Wikis and Other Tools of User Empowerment http://www.cio.com/article/120159 Tips for Social Computing in the Enterprise http://www.cio.com/article/330863 Discovering the Power of Social Networking http://www.cio.com/article/136450 Social Networking Websites from A to Z http://www.cio.com/article/175250 43