Web 2.0 applied in an Enterprise – a huge business opportunity
By me on Feb 17, 2007
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.
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?
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
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
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 )
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
Autotagging while content is loaded
Strong tag recommendation
integration of Enterprise Thesaurus (interface between business process and informal communities)
Semantic Web support
Search as a service
dynamic content and (semantic) meta data mashup
search results with dynamic community define taxonomies and folksonomies