Web 2.0 in the Enterprise – Paybacks & Pitfalls

Here are my notes/thoughts about the Web 2.0 in the Enterprise - Paybacks & Pitfalls teleconference at 11 a.m. PT on 7/15. NewsGator sponsored the presentation to position it's solution as a key tool in the Web 2.0 space.


See the notes below for the details...here is my summary:

Sites like Facebook and MySpace have set the standard for how users expect to use social networking applications (status update, add friend, news feed, subscription, photos, groups)

NewsGator is capitalizing on this, by delivering a service that looks like "Facebook for the enterprise".

Even though people interact with work colleagues on Facebook and MySpace, they will hesitate to interact the same way with work colleagues in the enterprise--especially older employees (Forrester's words about older employees. Don't shoot me, I'm just the messenger.)

Corporations need to think about how to roll out the tools so they can create a critical mass to make it worthwhile for employees to participate. They also need to measure value to nudge reluctant employees, and show that their investments are paying off to key decision makers, to secure additional funding, and make improvements. Key proof points are cultivating passionate employees to convince other employees and the use of testimonials and case studies.

Notes from presentation:


Speakers:


Greg Reinacker, CTO, Founder NewsGator

G. Oliver Young, Analyst, Forrester Research


There are 3 WEb 2.0 lenses:

• Enabling Technologies (Flash, AJAX, XML. etc.)
• Core Applications (Social Networks, Wikis, etc.)
• Behavioral Shifts (Social Computing, Collective Intelligence, etc.)
  

Business efficiency is cited as the #1 reason for adoption of Web 2.0 technologies by CIOs.

One in 3 firms will invest in Web 2.0 tools in 2008. The bigger the company the more aggressive they are in investing in Web 2.0 technologies.

Firms tend to be deploying point solutions to solve a specific need, but do not have a holistic strategy.

However, the value of deployment goes up by adding multiple tools. (The value of the whole is greater than the parts.)

2 types of tools, content creation tools and content access tools. Content creation tools make content creation more efficient, and content access tools make existing content more valuable.

Forrester wrote case study on Northwestern Mutual, and found that interest in Blogs wained, but was restored with content access tools. (Here's the summary, but the full study will set you back $279.00.)

There are 2 main types of social networks: consumer and corporate

Consumer social networks (Facebook, MySpace)

Corporate social networks (Typically nice looking, rich extranets; example: Intel vPro Expert Center)

G. Olver Young suggests that there is room in the enterprise for sites LIKE Facebook and MySpace, like the solution NewsGator provides.

What Web 2.0 needs are there in the enterprise?

1. Locating expertise is a key enterprise need, especially amongst large organizations.
2. Managing teams and sharing content is another.
3. Setting cultural norms and fostering a sense of community.
4. Creating company affinity and support groups.
5. Attracting and retaining new, younger workers. Example: Ernst & Young using Facebook to attract young workers.

Pitfalls and shortcomings of Enterprise 2.0 deployments:

Age is a major driver of adoption

(don't REQUIRE older employees to participate)

Older employees tend to have the most knowledge that others can benefit from learning

Show older employees the value from participating, and also take into account ROI for the larger organization.

Recommendations:

1. Identify solvable problems that Web 2.0 tools can tackle


2. Design & deploy tools for limited users in pilot programs


3. If value is shown deploy more widely as fit


4. Let users spread virally, and support with optional training


5. Measure the results!