Having had a fair bit of previous experience with Web 2.0, I decided that this week I would look into the ways the companies are using Web 2.0 to achieve enterprise objectives and how organisations are using Enterprise 2.0 principles in significant ways.
The use of Web 2.0 is becoming a more and more common way for companies to collaborate and connect people together. Companies are using Web 2.0 tools both internally as a way to organize employees and externally, as a way of communicating with the public for various reasons such as marketing and advertising, to harnessing the collective intelligence. These Web 2.0 technologies, which rely on user collaboration, include Web services, peer-to-peer networking, blogs, podcasts, and the use of online social networks. Websites such as Facebook, YouTube and Twitter are very commonly being used to reach customers.
So what are some of the benefits of using Web 2.0 in a business, rather than following a more traditional business model? Well…
- Internal collaboration
Makes employees more effective in their collaboration and tasks and data are able to be shared and used instantaneously.
- External collaboration
Companies can Market and Advertise in new and innovative ways which make companies stand out to their customers and suppliers, increasing business and profit
- Increased efficiency
Web 2.0 is about working smart, rather than working hard. Not only is it more efficient for communications, but web 2.0 is a lot ‘greener’ and more sustainable then traditional business processes.
- Support the move beyond email
Although useful for a one off personal message, Email is very dysfunctional for collaboration and is inefficient for use with large groups. For example, emails in a large group situation often end up lost or confused as there is not one central message location.
- Distributed work
Communication is fast and inexpensive. Makes communication between different branches/cities/countries fast! Reduces travel time. Makes outsourcing to lower cost economies possible.
- Faster innovation
Collaboration, customer involvement and reaching the global market is possible and very fast
Now let’s look at some examples of companies using web 2.0 in enterprise.
- Absolut Vodka – uses an online video ABSOLUTworld as well as a page on Facebook entitled Top Bartender
- Acura – has a Facebook page, Acura TSX Connect as well as a widget on Yahoo, Acura RDX Traffic
- Adidas – utilizes social networks on MySpace
- American Express – has a blog entitled OPEN Forum
- American Red Cross – has a blog entitled Red Cross Chat
- AT&T – participates in Microblogging on Twitter: ATTNews, ATTblueroom, and OnwardSmallBiz. Also, AT&T has a YouTube video, Share AT&T, allows Photosharing at Flickr photostream, and has a fan page on Facebook
- Bank of America – has two social networking pages: Small Business Community on Clearspace and Medal Me! on Facebook
- Best Buy – participates in Blogging: CMO’s Barry Judge’s blog and Barry Judge on Twitter. Also, Best Buy has a Geek Squad HQ video on YouTube and a social network created to allow retail employees to support each other (Blue Shirt Nation)
- Boeing – participates in Blogging: Randy’s Journal and Tanker Facts
- Burton – utilizes Microblogging with storedotburton on Twitter
- CNN – utilizes Microblogging on Twitter: Political Ticker
- Coca-Cola – has a Facebook social networks (Sprite Sips and CokeTag) as well as blogs: Coca-Cola Conversations. Coca-Cola also utilizes virtual worlds on Second Life: Virtual Thirst and widgets, such as Coke Bubbles
- Dell – participates in a lot of Blogging, such as Direct2Dell, Nine official internal blogs, and Ideastorm. Dell also Microblogs with 22 corporate accounts on Twitter
- Ernst & Young – utilizes Facebook for hiring: Careers page
- General Electric – participates in Blogging: From Edison’s Desk
- Google – has several blogs, including their Official Blog and over 30 other corporate blogs. Google also has a You Tube video Google channel
- H&R Block – Microblogs with a Twitter account and has a social networking Facebook fan page
- Motorola – utilizes Blogging with their Broadband Insights blog
- Oscar Mayer – has a Hotdogger blog to give fans an insider look at the Wienermobile. Oscar Mayer also utilizes Microblogging with their Wienermobile page on Twitter and uses Photosharing at The Wienermobile In The Wild
- Peace Corps – participates in Microblogging with a Peace Corps Twitter account
- Pizza Hut – uses social networking web sites, such as Facebook: pizza hut fan page
- Revlon – utilizes widgets, such as Lash Fantasy
- Saturn – makes use of social networks, for example ImSaturn
- Southwest Airlines – participates in Blogging (Nuts About Southwest) as well as Microblogging (SouthwestAir). Southwest also has an online video at YouTube channel. They also allow photo sharing at Flickr group and they have Widgets (Ding!)
- Starbucks – participates in crowd-sourcing at My Starbucks Idea and Microblogging at Twitter account
- (List sourced from ResourceNation )
And that’s only just the tip of the iceberg! There are many other examples out there. The merge from traditional enterprise to enterprise 2.0 has been more of a slow wade rather than a leap off the cliff, as many companies learnt from the Dot Com crash to be wary of the internet, the companies that have been getting involved are finding it very worthwhile. It is very common place for companies to have a Facebook page.
In my own experience, I work for a large retailer in the youth fashion department, and whilst working we have to wear badges on our lanyards that say “Check us out on Facebook, Twitter and Tumblr”. It is astounding to see how web 2.0 is affecting enterprise, and it will be interesting to see the future development of the trend.