understanding the resistance to popular web 2.0 applications in a workplace environment
DESCRIPTION
Presentation by Glenn Williams at Ark Group's 'Web 2.0 for Business' conference. Perth, June 29 - 30, 2009.TRANSCRIPT
Glenn Williams
Understanding the resistance to popular Web 2.0 applications in a workplace environment
Lotterywest Overview
• Founded 1933, currently employs 205 people
• Western Australia State Government agency with strong commercial focus
• A leader in the global lottery industry
• Major provider of financial support to not-for-profit sector in
WA ($206M returned to the community in 07/08)
• Lotto sales per capita is the highest in Australia and 3rd in the World
• High profile brand in WA
About Me
Web 2.0 Applications
• 200 mil users• Users join networks, add friends• Both private & public accounts• #1 social networking website
• 32 mil users • Micro-blogging • Brevity is key (140 char max per post)• 100s of Execs already using (exectweets.com)
• Video sharing • User generated, legit and pirated content • No account required to view• Business users such as BBC, Governments (USA, Australia)
YouTube
Interactive Discussion
Your organisation is exploring the option of creating an online presence using the latest ‘Web 2.0’ social networking technology. In the context of popular Web 2.0 applications (Twitter, Facebook, YouTube, etc) outline the potential pros/cons of using these technologies for business purposes.
Interactive Discussion - PROS
•Another communications channel•Immediacy – ‘finger on the pulse’•Sharing personal insights, humanise corporation•Networking for business purposes•Mitigate bad PR by customer service and/or tech support•Build company culture, transparency•Solicit input for new ideas/products•Cheap, efficient channel for polling, focus groups•Collaboration, messaging medium•Marketing – another way to direct traffic to your website•Cross-integration and promo to other websites, better SEO•Find info on niche items•Indirectly ‘upskilling’ non IT-literate staff
Interactive Discussion - CONS
•Disruptive to productivity•People can’t multitask well•It’s a fad?•IT security issues (firewalls, hackers, viruses)•IP leakage•Superficial, inane•Usage could harm reputation or backfire•Not really 2-way communications•Lack of business model for sites like Twitter•Lack of control, ie. Ads•140 char (Twitter) too limiting•Fragmented, confusion – too many Web 2.0 options•Legal issues, eg. recordkeeping
Key Findings
• Be aware of the pros/cons! There are both opportunities and pitfalls.
• There is no right or wrong answer – it really depends on the culture and personality of your organisation.
• Trying a low risk, internal experiment is your best bet to get a Web 2.0 initiative off the ground.
• IT departments should allow good things to happen. Less blocking!
• The consumer web is the model for the future enterprise web. It’s only a matter of time before elements of these technologies are commonly used within the workplace.
“The future is here. It's just not widely distributed yet.” - William Gibson
