6 ways to make web2.0 work
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By Sandeep Arora
www.Telezent.com
Sandeep.Arora@Telezent.com
© 2009 www.telezent.com
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6 Ways To Make Web2.0 Work
© 2009 www.telezent.com
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
Web 2.0Vs
Social Media
• Web 2.0 technologies are the tools & technologies which enable Social Activities using media. (Text, Audio, Pictures, Videos etc).
Communicate Collaborate Connect
© 2009 www.telezent.com
Fundamentals of Social Media
• Multi format user generated content.• Free publishing and distribution.
• Web 2.0 is about empowering people.• Free and open participation by all.
• Is about large scale connection, community & communication.
• Is about large scale collaboration.
© 2009 www.telezent.com
The transformation to a bottom upculture needs help from the top
Factor 1
Continuous participationBy employees
Leaders become role models & lead through informal channels.
+ = Success
© 2009 www.telezent.com
The transformation to a bottom upculture needs help from the top
Factor 1
• 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.
Case Study
© 2009 www.telezent.com
The best uses come from users - but they require help to scale
Factor 2
• Management should not dictate the use.
© 2009 www.telezent.com
The best uses come from users - but they require help to scale
Factor 2
• 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.
Case Study
© 2009 www.telezent.com
What’s in the workflow is what gets used.
Factor 3
• 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
What’s in the workflow is what gets used.
Factor 3
• Stay Abreast.• Can co-ordinate work.• Derive Intelligence.• Can learn from others.• Any best practices.• New Service ideas.• New product ideas.
DeriveIntelligence
© 2009 www.telezent.com
Appeal to the participants ego and needs – not just their wallets.
Factor 4
• 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
Appeal to the participants ego and needs – not just their wallets.
Factor 4
• 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
The right solution comes from the right participants.
Factor 5
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
The right solution comes from the right participants.
Factor 5
P&G targeted the following users when they launched their Blog & Wikis.
© 2009 www.telezent.com
Balance the top-down and self-management of risk.
Factor 6
• 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
Balance the top-down and self-management of risk.
Factor 6
Inside the company
Outside the company
© 2009 www.telezent.com
Next steps
Workwith
Legal
HR
IT Security
EstablishedReasonable
Policies
• 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 sayingon Twitter regarding this report.Sandeep
© 2009 www.telezent.com
By Sandeep Arora
www.Telezent.com
Sandeep.Arora@Telezent.com
6 Ways To Make Web2.0 Work
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