D R E W P A R K E RD R E W P A R K E R

Building Web 2.0 Enterprises:

A study of small and medium enterprises in the United States by Kim et al.

Case

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• To understand Web 2.0 Technologies and related management practices adopted by SMEs Review major web 2.0 technologies Present conceptual models of web 2.0 applications Analyze SME web 2.0 usage

Purpose of the Study

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• Revolutionized the process of buying, selling and exchanging products and services

• Introduced a host of business models and technological innovations

• Business Centered User Centered

Web 2.0

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• Pre Web 2.0 Read only websites Proprietary web applications

• Web 2.0 User Generated Improved collaborative advertising (Ad-sense) Better leverage of data (Omniture) P2P File sharing ( BitTorrent) User Generated communities (Wikis) So on….

Web 2.0

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• Helps understand customers

• “wisdom of crowds’ is yet another business area which utilizes the aggregation of information in groups”

Why is User Generated Content so Important?

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• Establish networks with business partners, consumers and employees

• Solicit innovative ideas and suggestions

• To promote long-term relationships with consumers

• Anything else?

Why Adopt?

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• Social Networking Enable the users (businesses and consumers) to form

and maintain connection with each other

• Information Sharing Creating, storing, refining and sharing information

between users (internal and external)

• Collaboration Supports and enhances the collaborative works on the

internet

Web 2.0

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• Business to employee to employee space

• Business to employee to consumer space

• Business to employee to business space

Web 2.0 User Interaction Spaces

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Tech Presentation

• Yammer.com

• Billed as an ‘enterprise social network’ Has been called ‘Facebook for Business’

• A free, private communication space Users and groups can share status updates on projects Can archive knowledge in an

Organization Project

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Requires some critical mass

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Yammer Features

• Events: Co-workers within the enterprise are invited to company or group events with responses tracked. Users have the ability to download events information directly into Microsoft Outlook or Google Calendar.

• Links: Employees have the ability to share URLs with co-workers in a form that displays videos and images within the conversation.

• Topics: Employees tag content with topics, enabling collection and maintaining of conversations and data.

• Presence: Allows employees to see who is online now and how they are connected to Yammer (i.e. website, the desktop client or a mobile client.)

• Enhanced Analytics: Provides managers with interactive charts to track engagement in their network.

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2008 Winner of TechCrunch50

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https://www.youtube.com/watch?v=b0Snv3MdSBE

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Pricing

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‘Freemium’ pricing model

(good for bottom-up adoption)

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Xero’s Story

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https://www.youtube.com/watch?v=vwwtcl6BDqU

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Why Deloitte Loves Yammer

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https://www.youtube.com/watch?v=MsqSNOSufjs

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Discoverable Unaffected by spam More controllable More privacy options Corporate permanence

Issues versus email

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Issues versus IM

Persistent & searchable Standardized

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Issues that I see

• Pros: Facebook-like familiarity Good group abilities Develops an automatic Knowledge Base Rich media application Free to try, inexpensive to adopt

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Issues that I see

• Positive Impact In an organization, it expands the boundaries of the

everyday communication that starts with a small firm In a learning environment, it expands the location,

time, and sequential nature of a course 24/7 communication from anywhere overlaps past and present participants

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Issues that I see

• Con’s Simon Fraser University experience – need a purpose Critical mass requirements Competes with IM and email A relative pain to join multiple Yammer networks (such

as sfu.ca and parkers.ca) You need two different email addresses Simple solution is to use two different browsers

and a quick demo…

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