Web 2.0 In Practice

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Web 2.0 in practice Arck group - Internal Communication Conference Feb 2008

Transcript of Web 2.0 In Practice

  • effectively employing social media as a communication tool Kate Carruthers Ark Group Conference - Demonstrating the Strategic Importance of Internal Communication Melbourne, Feb 2008 Feb 2008 Copyright Kate Carruthers 2008
  • TODAY
    • What is Web 2.0?
    • Web 2.0 in practice as a communication tool
    • Understanding impact on group communication
    • Persuading management about new media
    • Managing the risks
    • Practical examples
    Feb 2008 Copyright Kate Carruthers 2008
  • INTRODUCTION
    • Today I am going to look at several areas related to using web 2.0 technologies to assist with internal communication. I will also discuss some of the challenges and risks associated with this. The areas are:
      • What is web 2.0?
      • Web 2.0 in practice: effectively employing social media as a communication tool
      • Understanding the impact of Web 2.0 on group communication
      • Persuading management to have confidence about the use of new media
      • Managing the risks associated with Web 2.0 and user-generated Content
      • Outlining practical examples of how a company can enhance internal communication through user-generated content
    Feb 2008 Copyright Kate Carruthers 2008
  • INTRODUCTION
    • These will also be placed within the broader context of demonstrating the strategic importance of internal communication in general. By this I mean recognizing the need to demonstrate tangible results arising from the enhanced internal communication. It is important to be able to demonstrate the value adding ability of internal communication and associated capabilities.
    • The impact of effective communication strategies to support change management is key to success of new initiatives, and web 2.0 concepts and technologies can assist.
    • Most organizations are trying to improve the communication abilities of their people, especially leaders, and seeking to improve employee engagement throughout the organisation. Better internal communications are an important foundation to that strategy.
    Feb 2008 Copyright Kate Carruthers 2008
  • WHAT IS WEB 2.0? Feb 2008 Copyright Kate Carruthers 2008
  • GENERATIONS Feb 2008 Copyright Kate Carruthers 2008
  • GENERATIONS
    • The speed of change is best illustrated by reference to a technology with which we are all familiar the telephone. For about 100 years the technology remained essentially the same.
    • My great-grandmother, who was born in the 1880s and who passed on in the 1950s, would have easily have recognised and used modern phones until recent mobile models. It was only with the advent of the mobile phone in the 1970s that the technology and how we used it began to change substantially. Now my great-grandmother would likely not know what to do with an iPhone.
    • To help us to put this increased speed of change Ive mapped it against the generations that are discussed these days baby boomers, gen X and gen y, etc. This fast speed of change has implications on our use of technology, expectations and ways of communicating.
    Feb 2008 Copyright Kate Carruthers 2008
  • GENERATIONS
    • Change also leads to a need indeed a powerful search for greater personal connectedness and meaning in our work. (Champy et al, Fast Forward: The Best Ideas on Business Change , p. 264 )
    • There are many management theorists studying organisational change and our workplaces have undergone substantial changes over the past decade, with many more to come.
    • The research indicates that we are not very good at doing change. Kotter (2002, p. 1) has argued that to effect change we need to stop making rational appeals to shift peoples thinking, rather we should show them truths that influence their feelings.
    Feb 2008 Copyright Kate Carruthers 2008
  • GENERATIONS
    • This aligns to the power we are seeing in Web 2.0, it has grown up around communities of people who become passionate about the application or community and seek to drive it in new directions.
    • This sense of meaning and connectedness is the power we can leverage in building online collaboration. However, it is difficult to manufacture meaning and connectedness out of nothing.
    • It must arise from being part of something larger than the individual, and this is where clear articulation and sharing of the organisational goals and direction becomes important.
    Feb 2008 Copyright Kate Carruthers 2008
  • WEB 1.0 V WEB 2.0 THE EARLY DAYS Feb 2008 Copyright Kate Carruthers 2008 Source: "What Is Web 2.0 - Design Patterns and Business Models for the Next Generation of Software" by Tim O'Reilly 09/30/2005 http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html Web 1.0` Web 2.0 DoubleClick Google AdSense Ofoto Flickr Akamai BitTorrent mp3.com Napster Britannica Online Wikipedia Personal websites Blogging Evite Upcoming.org and EVDB Domain name speculation Search engine optimization Page views Cost per click Screen scraping Web services Publishing Participation Content management systems Wikis Directories (taxonomy) Tagging ("folksonomy") Stickiness Syndication
  • WEB 1.0 WEB 2.0
    • In the early days of web 2.0 there was a sense that something about the way we were developing technology and the technology that we were developing was changing in some significant ways.
    • Tim OReilly ran a foo camp ( http://en.wikipedia.org/wiki/Foo_Camp ) in 2004 that discussed these changes and this table was one of the ways that the discussion started. It is interesting to note that much of what they predicted has come to pass.
    • Syndication, tagging, participation are all normal parts of digital life now for ordinary people. Businesses are monetizing their digital businesses via AdSense, cost per click, search engine optimization and search engine marketing, were all getting way too many email newsletters.
    Feb 2008 Copyright Kate Carruthers 2008
  • WEB 2.0 HISTORICAL MEME MAP Feb 2008 Copyright Kate Carruthers 2008 Source: "What Is Web 2.0 - Design Patterns and Business Models for the Next Generation of Software" by Tim O'Reilly 09/30/2005 http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
  • WEB 2.0 MEME
    • This original meme map for web 2.0 clearly shows the importance of the cultural changes to the web 2.0 movement. It is essentially a democratization of technology and peoples relationship to that technology. Important ideas in web 2.0 included:
    • an attitude not a technology
    • play, mashing up different ideas and technology
    • rich user experience
    • decentralization
    • user co-creation, participation and user generated content
    • user behaviour not predetermined
    • trust your users
    Feb 2008 Copyright Kate Carruthers 2008
  • WEB 2.0 MEME
    • These were revolutionary ideas! In the past IT was the preserve of initiates who had custody of the secret knowledge of technology, and normal people could not access that knowledge easy.
    • Traditional corporate IT views the user with suspicion as someone who is a risk to the correct operation of the system. But now we have this technology that is built on the view of the user as participant and co-creator.
    • Our people are getting a very different experience of technology between the home and the workplace. And it is their opinion of the workplace technology experience that is suffering.
    Feb 2008 Copyright Kate Carruthers 2008
  • WEB 2.0 MEME
    • Most of us have better access to modern technology at home than at the office. Also the fear and suspicion with which companies are viewing this new technology is palpable for example, the recent hysteria about staff accessing Facebook from their desks.
    • I find this amusing because I am old enough to recall the debate about everyone having access to email, would it destroy the world as we know it? Im sure there was a similar debate about phones on desks for an earlier generation. Technical innovation is always feared at first.
    Feb 2008 Copyright Kate Carruthers 2008
  • WEB 2.0 MODERN MEME MAP Feb 2008 Copyright Kate Carruthers 2008 Source: Luca Cremonini http://www.railsonwave.it/railsonwave/2007/1/2/web-2-0-map The previous meme map showed the original thinking when people were trying to understand what the new web movement was starting out a few years ago.