Information Systems

McGill MBA Japan

What Managers
Need to Know About
Web 2.0 (and a little 3)
Lance Shields, Sylvia Victor, Go Isobe,
Kim Jun hyung, Ian Wakeford
Y
—
A survey: What
did you all say
about Web 2.0?

ë

 

 

 

V


 






 


]



 



V




  

 

   



m




  

 

   



Why did you say that?

³There seems to be a sensitivity to corporate

involvement in aspects of the web that are seen as
communicative exchanges/free expression. I think
corporations have to be careful when they step into
these areas of the web or face a backlash that could be
quite damaging.´

³There is no point in them taking part unless they

understand HOW to communicate in an online forum in
a way that isn't repellent.´
ë

 

— 

! ñ"

! #
! $ 
%
% 
 
! $ & 
' 
"

! (

 

 
 

 


! —    



 %

 
 
! ( 

#

  % #

(  
 %




! )


   
 %


*
! $  % 

 
  





++ 

¬

 

— 

! , 
 
 
$ %

&% 
! -
 

+&

  %

! $ 
 %"
 %








%  .% 
 


  +
& 
% 

  
! —  


  

 

/ 
  $   




  


 %  / 


  



Y
pow organizations
utilize Web 2.0 to
create new
business models
YY
We asked you«0%
%  





 

Y—
(
1 
%


 

 

Yë
2% +( 324 5

! ³If we spent time monetizing

early on, it would have meant
we weren¶t doing other things
that made the product better
for users,´
1 67 
 %
V 
 
% 8

.. 
.— ë.Y .—Y. 

. / .—Y

YV

/ (  


Y]
%#  +  324 5

! 9#   



 





 

  



  


/
 




 
! §echCrunch,, called the company
³Twitter with a business model.´

.. 
.— ë.Y .—Y. 

. / .—Y

YV
-    

(

!3 
7
  What §witter is

!3  3
 
  currently
considering for
2009!
!3
#
 
!Build Brand & Communications
!:;

!)
  %  +

 <




! 

 
"

Ym
 pow social media
can be used within
a corporate
environment

Yë
 - - -#"


! 4%— +  

   
   
' 
! )
 

 
V Y68


%

  

ë =
63

+— ë8
#
 -#"


Y¬
#
93


!
 
! #

! # 
! >
  
! -

!   
! $/
 ?
!   % #
 36— m8

—
 
3

#
93

ros
! 9
%
 

! @  



! , 


   
 

6

  + % 
+ 

 .  8
Cons
! 

 



 


! 0 


    

! 2
  

 




—Y
Aligning your
organization
to web 2.0
——
$<' %—

—ë
2 —

! 3
 

%+

%




 Because the New
Web radically drops collaboration costs
the corporation may be going through
the biggest change in its short history.
32 — 

!ábstract: Don Tapscott - Wikinomics: Winning with the

enterprise 2.0
—V
("2 —
Source: aradigm Shift: The New romise of Information Technology, Y992

w
 
 È  
  

! Structure 0   "


! Scope $. 
 2'.

! Resource Focus 3 0+



! State # +   + 
! ersonnel/focus
9 

 

! Key drivers
7  3

! Direction
! Basis of action 9
 #
/

! Individual motivation 3

 2

 

! Learning #
 
 ) %

! Basis for # 
   -

 
compensation


  )
 +
 %
! Relationships
3
%6
8 3

%6
 8
! Employee attitude
! Dominant  6 &
8 $
 
6 x 
8
requirements #
9 : 
—]
 
;A
! %
 
+
 %
  
  
 
  62'8

! We develop the capability to deliver our strategies and eliminate

organizational barriers. (Networked)

! We have a compelling desire to improve and to win in the

marketplace.(Dynamic)

!  


 
 +

% 
  6 

 
8

! We respect our &G colleagues, customers and consumers, and treat them
as we want to be treated. (Empowerment)

!  


   +
%
   
 


%

 % 6(
8

!  
 +3
    

%3
 
/

   6$
 
8

=ource: P&G: Our Purpose, Values and Principles, 2003 —V

3
 
3 
  <;

—m
$
%
 <;

Èlay® Derma-od
§he fastest-growing Èlay sub-
brand is the Derma-od, a small,
one-use portion of Èlay with a
unique applicator. §his deal
focused on packaging and design,
and was done with Cardinal
pealth.
—ë
Images from: www.pgconnectdevelop.com
)

 


 
  

#
 /#B6../  
.
.8

—¬
/9' —

! 2  

 (0

! 3 


7

#
9 

! )
/9) 
) 

Images from: ë
http://www.walmart.com/
/9 

! $
  6 <;8

! 3 


! 7##
! 2%


Images from: ëY
http://www.walmart.com/
Web 2.0 §oday
and in the
Future
ë—

0


  



³For me the issue of accessibility to the web at any

moment (from your mobile) is most important and will
have great impact in our lifestyle, although this is a
lateral process to the web itself...

Traffic shaping, proprietary networks, draconic political measures to stem "piracy" and as a
bonus a lot of free enterprise and ideological competition. As a result of this: Encryption,
anonymization, digital terrorism.

³An increasing number of items will bear codes, like bar codes, that may be scanned by
ubiquitous portable devices such as smartphones, resulting in information or services
becoming available to the user. An increasing number of everyday appliances, tools,
vehicles, and systems will connect to the internet. =oftware will increasingly shift online.´

³Even the concept of site is going to be eradiated as we move more into maps, location
based services for here, me, now. Every point of integration needs a higher creative and
more meaningful experience. Entry points will indeed be my friends, where I am, and micro
management of my identity.´
ëë
)

 :$


ëV
$


 3
;

)


;

  




   )
 
%

%
 ;

 
 


 3   ;

9 +;


3+;

%

 
ë]
$


 3
"%

Mobile restaurant search

C restaurant search

ëV
2)#>2 4,5


 





 


ëm
-
 2)C1 -


³Bloggers today are expected

to write clever, insightful, witty
prose to compete with
Huffington an("

( . Twitter¶s character
limit puts everyone back on
equal footing. It lets
amateurs quit agonizing over
their writing and cut to the Wired Magazine
writer aul Boutin
chase.´

http://www.wired.com/entertainment/theweb/magazine/Y -YY/st_essay ëë
3
 

1 (#
*

³We have too much great content.

What does it mean for bloggers
themselves? ¢etting noticed is
tougher. Which is why I am seeing
more growth lately in Twitter.
People want to be heard and what¶s
the most likely way that you¶ll get
heard? Join Twitter, where thousands
of people are hanging out all day
long? Or write a blog where you aren¶t
sure anyone even sees it? I see the
answer, even though Twitter is
causing its own commodification to
happen.´ Web 2.0 guru the
Robert Scoble

..
*
.— m.Y . ë.
/

 . ë¬

A managerial
perspective
on Web 2.0
V
(
Y ,# 

§op Y0 US Site
-


% 
 

—  Y. Google
!  % 2. Yahoo!
   
 3. Myspace
4. You§ube
!
 D 
 5. Facebook
% 
  
  . WindowsLive
!    7. MSN

  
  8. Wikipedia
9. EBay

Y0. AÈL

VY
=ource: Alexa.com
 ,# 2
 3
Creators
§

 Y8% Y0% 3 %
 
 

Critics
25% Y9% 44%

Collectors Y2% 9% Y8%

Joiners 25% Y3% 32%

Base: US online consumers

Spectators 48% 40% 7Y%
Source: NAC§AS Q2 2007 North
American Social §echnographics
online survey and NAC§AS Q4 200
Youth online survey Inactives 44% 53% 25%
V—
! 

 
.
 
#
( 
 B
§he argument is clearly been made that depending on the demographics of your
customers (example: female, 25-34, American), that target user has different
behavior in web 2.0.

Vë
! 

 
.
 
] —  

Goal Contribution Example
   
  !$ 3

Listening "
  !# 


-  ' 
 

3


!9  
 
Speaking 6 %8
)%  

!)% 


2' 
 
!) 
 +
Energizing
 
!9





!3 
/ 
Supporting /
/ 



9 

Embracing !$ 
+# 
 


 VV
=ource: Charlene Li and Josh Bernoff, Groundswell
#
  

  
Y 
  
%%
 
 

 
 
— ) 

 %

3. Is the campaign self-fueling?
4. Does the marketing effort encourage member-to-
member participation?
] 
 


/
/ 
 

. Does the company participate in the campaign on an
ongoing basis?
m 
 


 
 
 



 
ë $ 
 
 

V]
=ource: Web-=trategy by Jeremiah (http://www.web-strategist.com/blog/)
(


D
 

=ource: July 2008, ³Best And Worst Of =ocial Network Marketing, 2008´ VV
(


D  

=ource: July 2008, ³Best And Worst Of =ocial Network Marketing, 2008´
Vm
,(,72B4-
#
9# $:
! (
  

* 

   
 


! ( '   
1 9% 
*

1 : 

    
 
1 9   

1 :   2(
A +
+
1 %
 
& % 

    

1 3 
 +  
 +


% 


 


Vë
=ource: Web-=trategy by Jeremiah (http://www.web-strategist.com/blog/)
,(,72B4-
3
993

! (





  

! ) %




+

1 -   






& % 
1 $   
%
 :
9  +
1 $ %  +
1 9 

 3


1 0%    
 


 
! #
1
  


 
  +

 
% 
+
%

 +
 
 V¬
#
 /#B
6../  
.
.8
 
'WEB 3.0!
ubiquitous connectivity



+
$
  
% 
network computing


/ // %   

 + %  
+
 
 


E
open technologies

) $ 


 +



 +
/
 




 
63%
3

 +
open identity
4$+

+



E
distributed databases

 6
]
#  

 8 Source: http://rosejn.net/plasma/plasma.html
7
 
-#"
7%"
%V+— ë

.. 


3+2+
/
++:+;6— m89 


4

 #
#%— m
 


  ·9#
"
 
, 9 


4

 #
#%— m
7%"
%

V+— ë

 ..  .&. .
 
.

 . 
.— m. '

3

+#6— ë8(3

7%

:A
 -
-  Harvard Business Review+ëV+
V /V¬
9+7++B+>+-6— V8
#


 7%"
%ë+— ë


 ..
 
. 

FYY—Vmm—YY—Vm¬—
4
+ 6— m8%



  
  
#
-

#%   7%
"
%V+— ë

../
 &..'

=—=3ë=2V=-V=V=3ë=)=3¬=-=-Y=Y=-ë=23
47+(6— ]8$ —    -  9
 

"';


#


7%"
%ë+— ë

..

...
.. .— ]. ¬.ë ./ //— 
3:B
-

+;
 
0%-    +— ë
(9 

+(#<#  4
#

9
)(4
9
3
 
 +
 
: # )33B
¬.——.— ë
 -
+(+ + 

9-
 :

#
— V+Y .— .— ë
..
...*.YV/YY. G 
7
#
+3
3

 +Y .— m
..
*
.— m.Y . ë.
/

 .

 7  +#
( 
  

+— ë
..

 
.;
 .

G



]Y
;

! 4$    % + 
 $  





  
  +  /
+



 
 


  
! 3

 $  


 $(/  
%  % +

  
   

/ %  

$6H 
H8




+' +



% 


   
 6
 
8
!  
 

   




 
 
+
 
  +

 +





$ 

  
 

 

 
 
%
6
 8

]—