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Guide ENTERPRISE 2.0 IMPLEMENTATION: Integrate Web 2.0 Services into Your Enterprise

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Still, for more than 40 per cent of the companies, the push for Web 2. Companies think they have no choice, as they are clearly afraid they might face a competitive disadvantage otherwise. The source of competitive advantage seems to be linked with the way Web 2. Companies adopting Web 2. In general, there is a difference among Web 2.

Also, the form of cooperation can be deep, with close to 25 per cent of companies willing to engage in cocreation or co-design of projects with their users.

What websites do you visit that make use of Web 2.0?

Grassroots adoption of Web 2. Note: Numbers are percentages.


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While the survey highlights the benefits of enterprise 2. If companies are using wikis to gather knowledge among their employees, how do they motivate their most knowledgeable and, presumably, busiest experts to contribute? Based on our work at McKinsey and with clients, we offer an early checklist:.

How companies are benefiting from Web 2.0

Successful implementation of enterprise 2. In our survey, 45 per cent of early adopting corporations of Web 2. Organisations typically have self-prescriptive job descriptions, which usually do not reward active and valuable participation. Recognising and rewarding participation in a social setting is critical, as mentioned in some studies of distributed co-creation.

One way is to ensure that any minimal participation counts through modularity.

Enterprise 2.0: Adding a Social Layer to SharePoint

One of the main benefits of Wikipedia is that even a deletion, rather than a full page of writing, can be a valuable contribution. In our analysis of user-generated video, 14 , 15 we found that the combination of diverse motivations fame, fun, altruism, etc creates a positive network for participation: for instance, people posting a video for their friends typically invite those friends to watch; as a consequence, a bigger audience is created for users interested in fame to contribute too, etc.

Opening the organisation gate is not necessarily the guarantee of harnessing large outside networks of competencies. Web companies like E-bay are recognised by the auction users as a trusted platform, that is, it will ensure the smooth functioning of auctions, delivery, etc. The key for being a trusted platform is to be transparent and to guide the loose connections of collaboration, systematically leveraging the superior insights from collaboration and acknowledging them systematically to show how valuable participation can be to a company. Collaboration does not happen in a vacuum and, as mentioned earlier, people have different motives to contribute.

Incentives are obviously important because contributors usually take special care and time to contribute. In a world of connected individuals, participation may be a signal of competency, a way to feel more engaged in the daily job or an effective way to reinforce social networks. Whether companies will succeed in really capturing the benefits is yet another question.

The competitive advantage will not emerge from Web 2. We offer an early checklist of how to think about this new business paradigm journey. We have been developing a robust methodology that can also help you set the right direction.

The rise of enterprise | SpringerLink

Skip to main content Skip to sections. Advertisement Hide. Download PDF. Keywords Web 2. Introduction Collaborative technologies, dubbed Web 2. Panel of more than 10, people worldwide. Global diffusion in the making Web 2. The lowest awareness concerns mash-ups 35 per cent of respondents. Up to 77 per cent of the executives who are familiar with these technologies report that their company has already invested at least in one of the various Web 2. There is a different level of adoption per technology tool, however.

Web services have become pervasive and peer-to-peer networking is the second most popular technology among the companies 28 per cent.

Organizations leverage collaborative platforms to:

The lowest usage is for mash-ups 4 per cent. Overall, communication tools are on the lower end of usage wikis at 13 per cent, RSS at 14 per cent compared to networking technologies Figure 1. Open image in new window. Figure 1 Enterprise 2. Correlations between adoption and company features. Why invest Anecdotal evidence for large returns. To probe further on the elements of competitive advantage, we also ran a bulletin board contrasting early adopters those already investing in a majority of Web 2.

As Figure 2 shows, early adopters are more likely to engage in cooperation with users. The bulletin board commentaries illustrate this further, with early users adopting at the grassroots level, while their operating model is more open and cooperative. Summarising the bulletin board answers are confidential; heavy users are denoted by H versus the light users L : 1 Grassroots adoption of Web 2.

Recognising and rewarding participation is critical. Adoption is on a par with — if not faster than — other IT-based technologies. This paper reports on a global survey about the pattern of enterprise 2. The results suggest that adoption is relatively at par with — if not faster than — other IT-based technologies; it is a global phenomenon, and is not only spreading inside but also outside the boundaries of the typical enterprise.

One major theme beyond adoption is the expected benefit — clearly assessed by the survey respondents — that Web 2. Premium Digital. Team or Enterprise. Premium FT. Pay based on use. Group Subscription. All the benefits of Premium Digital plus: Convenient access for groups of users Integration with third party platforms and CRM systems Usage based pricing and volume discounts for multiple users Subscription management tools and usage reporting SAML-based single sign on SSO Dedicated account and customer success teams.

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