Web 2.0 Emerges Strong in McKinsey Survey


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A McKinsey survey on usage of Web 2.0 tools in organisations has some interesting results.

1.Tools they looked into:Web services, Blogs, RSS, Wikis, Podcasts, Social networking, Peer to Peer and Mashups.

2.Out of the agendas for adoption, focussing on interactions with customers has emerged as an important objective.

3.Adoption of Web 2.0 has changed the way organisations interact with their customers and suppliers.

4.Getting customer participation in product development, improving customer services, customer aquisition and enabling customer interaction were the core utilities of these tools in the ‘ Interfacing with Customers’ category.

5. Adoption of managerial methods to encourage adoption and reduce barriers to these tools made sense in a competitive scenario where adopters of these technologies would end up with a decided competitive edge.

6. While these tools are being used for internal and external communication, usage for co-creation may soon evolve into usage for driving innovation.

The full report-Building the Web 2.0 enterprise

Vandana Ahuja, PhD.
Amity Business School
Dr. Vandana Ahuja has over 21 years of experience across the corporate sector and academia. She is the author of the book on Digital Marketing - published by Oxford University Press. She is a Professor with Amity Business School and has several years of research experience across the domains of Digital Marketing, CRM and Social Media Marketing. She is an expert in the usage of Digital and Social Media platforms across diverse industry verticals.


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