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Respondents in North America and China report the highest customer benefits.

New Leadership in a Web 2.0 World

Those from India and China, meanwhile, are more likely to report benefits flowing from their interactions with customers and partners. These survey results indicate that a different type of company may be emerging—one that makes intensive use of interactive technologies. This networked organization is characterized both by the internal integration of Web tools among employees, as well as use of the technologies to strengthen company ties with external stakeholders—customers and business partners. As such, companies reporting business benefits also report high levels of Web 2.

They most often deploy three or more Web tools, and usage is high throughout these organizations Exhibit 4.

Fil d'Ariane

Half of respondents report that Web 2. This integrated internal use of Web 2. The survey results suggest that networked organizations have created processes and Web platforms that serve to manage significant portions of these external ties. Respondents reporting measurable benefits say their companies, on average, have Web 2. These companies forged similar Web ties to 48 percent of their suppliers, partners, and outside experts.

How companies are benefiting from Web 2.0

Many companies experiment with Web 2. Furthermore, encouraging continuing use requires approaches other than the traditional financial or performance incentives deployed as motivational tools. In the Web community, status is often built on a reputation for making meaningful contributions. Respondents say informal incentives incorporating the Web ethos, such as ratings by peers and online recognition of status, have been most effective in encouraging Web 2.

They also say role modeling—active Web use by executives—has been important for encouraging adoption internally. Among respondents whose companies have gained measurable business benefits from Web 2. Yet satisfaction with Web 2.


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    McKinsey Quarterly Our flagship business publication has been defining and informing the senior-management agenda since Featured McKinsey Academy Our learning programs help organizations accelerate growth by unlocking their people's potential. Subscribe Sign In. How companies are benefiting from Web 2. Larkin, Mrs. Miller, and Mr.

    Entreprise 2,0

    Brannick are not just letting their students venture out into this brave new world of social media alone. They are providing them with the essential skills of what it means to be a digital citizen. They are teaching responsible use of social media and removing the taboo from Facebook and Twitter. These tools can open many doors and provide opportunities for students if used in a responsible manner. Brianna Perry , a junior at Van Meter High School says, "This class is teaching me how to shift through information, how to find the information, experts, etc.

    The students in these three classes are learning in an environment that is familiar to their generation and exciting. These students are learning how to be critical readers and thinkers, while opening up rich, academic conversations via blogs, Twitter, and Skype. Miller says, "My students cannot stop talking about our connected classroom.

    They have made so many new connections and realize that their classroom is not simply limited to a room, but is an expansive canvas. This is the where the excitement in education begins. All of these students are learning beyond the classroom walls. Many of them correspond via their blogs after school or update each other on common interests via Twitter.

    They realize that what they put on the Web will be effectively permanent and that responsible digital citizenship is necessary in all facets of social media. What these students are learning is invaluable and should be integrated into more of our classrooms. The opportunity for teachers to bring in authors and speakers to their classroom is out there. We simply need to make this happen and give our students the best opportunities to learn.

    How companies are benefiting from Web | McKinsey

    I have enjoyed learning with people from different environments and experiencing learning outside of a single classroom. Though we may all seem the same, each and every student has different opinions and ways of learning; therefore, with the sharing of ideas through classrooms via blogs and Skype, we, all, as students are given greater opportunities for success. For Cisco IT, a business-relevant, enterprise communications and collaboration platform requires:.

    Simultaneously, Cisco IT is architecting this platform to sustain and grow existing technology rollouts as well as rapidly deploy new communications and collaboration applications and technologies yet to be realized. Through this active knowledge environment, Cisco IT and Corporate Communications are learning how to adopt, use, implement, and support networked Web 2. The best practices that result will be shared with customers. Implement the platform building blocks. Over the last year, Cisco IT has been implementing phased rollouts of several Web 2.

    These technology rollouts typically undergo four stages: the proof of concept with limited users and prototype evaluations; the pilot with controlled introduction to select users and development of a deployment timeframe; the Beta release, which expands the pilot audience and uses a technical framework that mimics production; and production with full availability to the intended audiences.

    Foster the next-generation workforce experience. Core to the concept of collaboration, communications is a foundational component of the Web 2. In a true collaborative setting, communications have no borders. Users can move from instant messaging to voice to a web meeting to video seamlessly.

    Wiki-Web 2.0 Collaboration Technology

    For IS, we use Cisco unified communications to leverage our core infrastructure of call routing, integrated messaging, and presence, along with the capabilities of the WebEx platform, to create secure, consistent, supportable solutions that can improve employee and partner productivity, enhance our customer experience, and speed up business decisions. Directory 3.

    In addition to new applications such as an employee profile space, employee group space, integrated discussions, and interactive video, Directory 3. The directory will also show whether the expert is reachable, by what mode, and depending on availability, provide an instant one-click connection. Change the user experience. An integrated workforce experience can extend the power of collaboration technologies to employees, customers, and partners. But it does not stop there. It allows employees to combine data from multiple applications into one view, share the data across multiple organizations, and act on that data to make faster, better informed business decisions.

    It pools fundamental collaborative applications such as online meetings, chat, audio and video conferencing, and document and task management into a single, familiar interface. Cisco Directory 3.