Enterprise 2.0: How companies are tapping the benefits of Web 2.0

- "Web 2.0 is currently the subject of much debate in (expert) public circles – with one of the driving factors being the increasing private use of social media. The growing popularity of the phenomenon – not only among young people – confronts decision-makers with the question of whether they want to deploy Web 2.0 tools actively in their own company. Companies can no longer ignore Web 2.0: the fact that the young generation is making a habit of Web 2.0 indicates that its importance will increase in future."
- "Today, 20% of the companies in the US and Europe use blogs, forums or wikis for internal or external purposes. Web 2.0 applications offer the opportunity to develop networked exchanges and consolidate knowledge. Web 2.0 builds on the input of the participants. In this way, Web 2.0 tools offer recognisable advantages over Web 1.0 communication and traditional knowledge management."
- "Web 2.0 use is predicated on a corporate culture that is big on openness and transparency. Companies must ask themselves the basic question of whether they are ready for this. Clear targets and supportive management are key to the success of Web 2.0 projects."
- "Sequencing: first in-house, then externally – first light-touch, then process-oriented. Companies often start to experiment in-house with Web 2.0 tools before they actively involve their customers or suppliers. Communication and marketing are still the primary objectives linked with Web 2.0 today – but there is also potential to be tapped in the areas of innovation and collaboration."
- "External use: experiments with social networks and microblogging. Frequently, companies recycle information produced for traditional corporate communication on these platforms. But this has little impact on corporate processes and their communication culture. This contrasts, for example, with a corporate blog that opens the door to the critics and their issues, demanding an open exchange of views."

DeutscheBank Digital Economy 20100908

No comments:

Post a Comment