Published on June 28, 2009
Understanding the resistance to popular Web 2.0 applications in a workplace environment Glenn Williams
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
Web 2.0 Applications • 200 mil users • 32 mil users • Video sharing • Users join • Micro-blogging • User generated, networks, add • Brevity is key legit and pirated friends (140 char max • Both private & per post) content public accounts • 100s of Execs • No account • #1 social already using required to view networking (exectweets.com) • Business users website such as BBC, Governments (USA, Australia)
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
Thank you! Glenn Williams 08 9340 5232 firstname.lastname@example.org
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