Applying Web 2.0 Concepts to Your Organization19 May 2009

1. Introduce you to emerging concepts

2. Stimulate thought and discussion

3. Provide actionable items for immediate

application

// Goals

1. What is Web 2.0?

2. Emerging concepts that are changing the

landscape.

3. Some tactics to apply to your organization.

4. Final Questions and Discussion

// Today’s Agenda

Introduction

• A 38 year old management consulting and technology services company headquartered in the Midwest. • Provide highly tailored business and technical solutions to clients in the commercial and government sectors. Our nationwide success stems from the heart of our organization – our people. • Exceptional people providing exceptional services in the areas of: business process management (BPM); managed services; knowledge management; project management; custom software and portal development; and staff augmentation. People you believe. Results you trust.

// Company Highlights: Triple-I

• 9 year old e-business consultancy • One of the largest independent e-business consultancies in the Midwest (KC Business Journal)

• Voted by readership as one of the best web development firms in the region two years running (Ingram’s)

• National and regional awards/recognition for thought leadership and results • Exceptional team with in-house strategy, information architecture, programming, testing, e-marketing and animation skills

// Company Highlights: Digital Evolution Group

// Trusted by Local, National and Global Organizations

Technology ProwessDeep understanding of technology

Vast experience with many disciplines

Expert ability to execute

Exceptionally disciplined

Exceptionally disciplined team and process

Design TalentHistory of creating compelling and attractive solutions

Known for designing balanced, intuitive and easy to use interfaces

Dedicated to communicating our partner’s brands

Strategic ThinkingSolid business acumen and principles

Bottom-line and value focused

// A Full Service E-Consultancy

• Coined by Tim O'Reilly and others (2004)

• New conventional wisdom AND marketing

buzzword

• Loosely associated innovations

// What is Web 2.0?

• The Long Tail

• Blurring of Lines

• Perpetual Beta

• Harnessing Collective Intelligence

// 4 Key Patterns

• Chris Anderson: selling less of more

• Narrow niches provide the bulk of possible applications

• Combinations and personalization

// The Long Tail

• eBay, Amazon

• Television

• Hallmark

• Starbucks

• Shoe companies

// The Long Tail

Immediately applicable lessons/tactics:

• Embrace the niche

• Incorporate personalization

• Segment, segment, segment

• Targeted Email and Personalized Print

• Campaign-specific landing pages

• Sell experiences

// The Long Tail

Immediately applicable lessons/tactics:

• Why does it work?

• Auto industry example

• AKO vs. Company Commander

// The Long Tail

Perpetual Beta

“[Developing] in the open, with new features

slipstreamed

in on a monthly, weekly, or even daily basis.”• Google, iPhone Apps, Flickr

• Users are co-developers

• Users expect adaptability and improvement

• Expectations are greater for “baked” products

// Perpetual Beta

Immediately applicable lessons:

• You have the freedom to be wrong

• Be excellent at what you have right

• Structure feedback and monitor vigilantly

• Make your analytics actionable

// Perpetual Beta

Triple-I Example:

• Intranet Resource Finder

• Grows from the original vision into a useful and

used tool

• Morphs as the business changes

// Perpetual Beta

Blurring the Lines

• Websites as a "hub", not a destination

• Google/Yahoo start pages, WebTops, RSS Readers

• Users never have to visit the website

// Blurring of Lines

"Transparency and trustworthiness as important as value for money and strong financial future."

ranks above environmentalism, innovation, job-creation, and charity.

- 2009 Edelman TrustBarometer

// Blurring of Lines

“For years, the District of Columbia has provided

access to city operational data through the Internet.

Now, the District provides citizens with access to

24/7 datasets from multiple agencies, a catalyst

ensuring agencies operate as more responsive,

better performing agencies.”

// Goals // Blurring the Lines

• SaaS

• APIs / Web Services

• Mashups

• Widgets

• Other Embedded Assets

• Standards-based presentation

// Blurring of Lines

Immediately applicable lessons/tactics:

• Be transparent

• Make information/function accessible

• Push your information out through multiple

channels

(including email, social networks, APIs, feeds,

widgets)

• Leverage existing infrastructure

• Adopt selection criteria for SaaS applications

// Blurring of Lines

Triple-I Example:

• Knowledge trumps presentation

• Keep it simple

• Stay on focus (remember the “Long Tail”)

// Blurring of Lines

Harnessing Collective Intelligence

• A set of ties based on common interest / activity

• Provides methods of classification and interaction

• Starts with a list of friends (or "connections")

• Facebook, MySpace, Orkut, LinkedIn

// Harnessing Collective Intelligence

"93 percent of Americans believe that a company

should have a presence on social media sites and

85% believe that these companies should use these

services to interact with consumers."

- Cone Business in Social Media

// Harnessing Collective Intelligence

// Harnessing Collective Intelligence

// Harnessing Collective Intelligence

// Harnessing Collective Intelligence

“Nourished on instant messaging, blogs, wikis, chat

groups, playlists, peer-to-peer file sharing, and

online multiplayer video games, the Net Generation

will increasingly bring a heightened comfort with

technology, inclination toward social connectivity,

more emphasis on creativity and fun, and greater

diversity to the companies they work for and to the

companies they found themselves.”

- Don Tapscott, Wikinomics

// Harnessing Collective Intelligence

Immediately applicable lessons/tactics:

• Engage everywhere

• Commit resources to engagement and use of

acquired

knowledge

• Encourage aggressive use of LinkedIn

• Establish Facebook presence, as appropriate

• Implement enterprise social networking and

collaboration

// Harnessing Collective Intelligence

Triple-I Example:

• One learns, many know

• How to make it “sticky”

• How to avoid the “Wikipedia flaw”

// Harnessing Collective Intelligence

Thank You!

Questions and Discussion

// Conclusion