Web 2.0 applied in an Enterprise – a huge business opportunity


Web 2.0 is a user centric phenomena . People can express themselves through blogs, videos, podcast etc. The community decides what is hot through rating,voting, references etc. At a recent presentation in Zurich I created the theme Web 2.0 : Exhibitionism and Mashup of the individual to summarize Web2.0.
BTW- the theme for Web 1.0 was : Have lunch or be lunch Thanks to Scott ..)

But what are the opportunities of Web 2.0 for an enterprise ?

How can a company take advantage of the social dynamics of Web 2.0 and turn it into a business value and business advantage ?

Every organization has a formal and informal structure. Usually an enterprise is focusing on the formal structures and processes and is not a able (or interested) to leverage the power of the informal structure. It is common knowledge that formal structure and processes are important to drive a business and business decisions but an important part of the decision making process is based on the informal information .

What if we could build a system were we could capture the formal and informal information and do a simple and dynamic Mashup service based on an enterprise search ?

This would open completely new ways on how an enterprise could implement a Social Capital based knowledge, skills and people resourcing system.

Use Case

Let's look at a generic use case:

Every employee has an easy and secure way to contribute his content (knowledge) within an enterprise. Anybody can easily find information and related information are automatically combined (mashup) with the corresponding data from the respective business processes . As more an employee participates (contribute,vote,reuse) , as more Social Value she/he can earn from the community. This Social Value is integrated in the enterprise compensation and career planning process and the employee is recognized and compensated when they actively participate.

Wouldn't this be great?

  • An Enterprise could answer the WIIFM (What is in it for me) question for each employee
    -> Employees see the benefits and rewards for active participation

  • The system would be a self driven Social Capital System based on community generated Social Values

      • Search results are influenced by the associated social value hence valuable information would bubble up
        -> I find the most valuable information quickly

      • Searching for people with a certain skills can be part of a standard search result
        -> Answer to: I need an IdM expert for a financial customer tomorrow in Boston

      • Self specified skills of a person are automatically validated by the community (similar to LinkedIn recommendation model)
        -> Wow - no skills assessment survey anymore, we have dynamic skills inventory in real time

      • Mashup of business data and community knowledge
        -> Show me all products/services/solutions I can propose to my customer based on a mashup of community knowledge and CRM data

      • Build a community based trust model
        ->Would you buy something from a seller in eBay with a bad feedback score
        (BTW, we might want to include the eBay seller feedback in our social value calculation model (Paul?) )



Web n+1: Participate or loose

How can you implement such a vision?

As part of our Customer Engineering CE2.0 project we are designing such a system with the theme Web n+1.
see here why we choose the Web n+1 theme

Enclosed are some initial lesson learned based on the  CE2.0 project
(Sun folks can go to the CE2.0 project
page)

1) Social Capital Community Design

Define a Social Capital Value system for people/content and communities

-> At Sun we created a mathematical model called IC/Reuse metrics to measured the reuse of Intellectual Capital (Content)
To build a Social Value system we currently extending the IC/Reuse model to include People and Communities
see  (Knowledge Management meets Web 2.0)

2) Learn about Folksonomies to figure out how to add a social value measurement system into it

3) Learn about Semantic Web

Semantic Web allows to create machine readable relationships between the semantic of a word and the context.
Also it helps build a flexible data/relationship model between people/community and content
(check out Henry Story's blog )

4) Technology

Lower the barrier for participation by implementing a secure & ease-of-use technology infrastructure for the users

      • Enterprise-wide Security and IdM (Identity Management) infrastructure (BTW, Sun is the technology leader in IdM)

      • Services based architecture

        • Build (simple) re-usable services

      • Consistent and interactive user experience

        • AJAX based web widgets architecture

      • (Semantic) Tagging

        • Autotagging while content is loaded

        • Strong tag recommendation

        • integration of Enterprise Thesaurus (interface between business process and informal communities)

        • folksonomy support

        • Semantic Web support

      • Integrated Search

        • Search as a service

        • dynamic content and (semantic) meta data mashup

        • search results with dynamic community define taxonomies and folksonomies



Technorati Tags: web2.0 web_n+1 web3.0 CE2.0



















Comments:

Hey Peter, this is a great blog! As a Human Resources professional I believe that much of this stuff needs to be embraced by the HR community in the future! Web 2.0/3.0 can clearly enlarge the portfolio of HR practices! regards Volker

Posted by Volker Seubert on February 19, 2007 at 02:23 AM CET #

Hi Peter- Great post and very timely for a presentation i am putting together on Enterprise 2.0 please check my blog to see more on the subject as a referenced this post(www.danielabarbosa.blogspot.com).
i am pretty sure we met last year at a Factiva executive meeting in Menlo Park? (from your flickr files it looks like the Peter Reiser i met?) The topic was search technologies and visualizations (we were displaying word clusters as clouds and talking about others items such as taxonomies and folksonomies). Although i worked really hard to continue the conversation through our contacts at Sun it didn't go anywhere which is really a shame(see this Sun internal resource site i put together after our meeting which hopefully was forwarded to you: http://sharespace.sun.com/gm/folder-1.11.100921
Would love to continue the conversation and share with you some new things we have been working on please drop me a line at: daniela.barbosa@dowjones.com

Posted by daniela barbosa on February 19, 2007 at 10:53 PM CET #

Great stuff Peter! I can smell the makings of a Web n+1 training in here. The challenge that lies ahead for us with the CE 2.0 project, I believe, is to flush out your use case. We must articulate the features and benefits of a Web n+1 system in such a way that the lay person can intuitively understand it. If I can give the 60 second elevator pitch to my mom on this and have her "get it", then we will know we are there! Without this it is fundamentally a hard sell within the enterprise.

Posted by Susan McMynn on February 22, 2007 at 07:36 AM CET #

[Trackback] Here are some meaty articles on the development of the web I have come across recently: Testimony of Sir Timothy Berners-Lee Before the United States House of Representatives Committee on Energy and Commerce . Practical yet visionary. Nova Sp...

Posted by The Sun BabelFish Blog on March 04, 2007 at 08:17 AM CET #

In less than thirty days, a new Internet Blog (http://oprahsschool.com) was started by Robin Smith and has rocketed to the upper reaches of Google. It leverages the interest in Oprah’s Leadership Academy for Girls with a new process called: “Moguling”. Moguling is a term trademarked by Phoenix, Arizona technology company- DotVentures that revolves around using blogging and proprietary Internet marketing techniques to spike the value of an Internet domain name. While Mr. Smith is an Oprah fan, by utilizing Moguling, he is also quickly developing valuable Internet real estate that could one day be worth a fortune. “I started Moguling about a year ago and this is my second site that has taken off like this. I love helping Oprah’s Leadership Academy for Girls and to actually have something that might be worth money one day very exciting to me,” he says. Blogging is often referred to as the “next wave” of the Internet and could very well produce the latest batch of Web Millionaires. According to DotVentures’ SEO Director- Bill Scott; “Blogs tend to get ranked very quickly by Google and to then rise in the Results dramatically. Moguling centers on creating a Web site (such as: http://oprahsschool.com) and running a blog from it. We then promote the blog in various ways, utilizing proprietary technology, while maintaining a consistent input of relevant content. While oprahsschool.com was not set up to make the publisher money, it proves that Moguling works and works very, very well. Because Google seems to prefer blogs, the domain is quickly and favorably ranked. In a relatively short time the domain name spikes in value. This can then be sold to an investor.” Up until now, the process of developing online real estate meant building a Web site around that domain and then working hard to achieve ranking. As most who have tried this know, it involves a whole process of multi-tiered research, site development, programming, search engine optimization and constant maintenance in the hope that Google will notice you. Bill Scott continues; “But what about throwing up a blog first and utilizing that to gain traction? After the domain, hosting the blog, gets favorable positioning then build the site around that; keeping the blog as an aspect of the new site. Or a speculator can just inflate the value of the domain by Moguling and then sell the domain name.” Mr. Smith says; “The Moguling techniques from DotVentures have been a huge aid. I just checked and I’m near the top of the search engines for some very competitive keywords and did it in less than a month. That’s out of over a millions indexed pages, so that’s pretty cool.” Bill Scott adds; “Moguling will work for anything; any product, any service. This is a revolutionary way to develop online real estate and it is my opinion that some big money is going to be made.” DotVentures, LLC is a privately held company headquartered in Phoenix, Arizona. They help individuals successfully to successfully develop online real estate for resale. Interested in learning more about Moguling? Go here: http://moguling.com or call DotVentures at: 888-291-2976.

Posted by Kiloh Smith on March 15, 2007 at 05:47 PM CET #

[Trackback] Reiser 2.0 : Weblog Peter Reiser is talking at enterprise 2.0 summit. Frankfurt. Sun did Research on the 5-10 year trends after Web 2.0 The Web Centric Model will be replaced by a people centric model. ?: would your company de if you switched...

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