McKinsey – How Web 2.0 Usage Is Changing Over Time
by Jon Husband
McKinsey, a leading organizational consulting firm, has just released its most recent study regarding the usage of Web 2.0.
From a read of the announcement, it appears that collectively we are still on the path towards social computing becoming a fixture in the knowledge-based workplace … hardly a surprise.
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Across all categories, the use of Web 2.0 technologies by employees for internal purposes has increased from 53% in 2007 to 65% of respondents in 2009.
The largest components of growth have come from using Web 2.0 to develop new products / services internally, to manage internal knowledge and to reinforce the company culture via tools such as internal social networking applications.
The companies who have embedded these tools in their day-to-day activities and processes have seen the largest impact by improving communication across silos to reduce duplicate work and leverage experts in other areas.
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The report goes on to say that enterprise use of Web 2.0 technologies to connect and interact with business partners and suppliers has slowed down or stagnated … again, not much of a surprise given the often transactional nature of those relationships and the fact that electronic connections between those parties have existed in one form or another for quite some time now.
Finally, the McKinsey report outlines what for many has become an item of faith about social computing in / by the enterprise.
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The momentum we see in the growth of Web 2.0 technologies implies we will see higher penetration in 2010 for using these technologies for employees to collaborate and to facilitate interactions with customers.
To drive increased usage for managing interactions with suppliers and partners, companies will need to find ways use these technologies to augment the formal relationships between business entities and not substitute formal interactions with more ad hoc ones.
Nonetheless, it is clear that expertise in the use of Web 2.0 technologies is becoming a required skill for all enterprises.
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