McKinsey report on Web 2.0

McKinsey released its quarterly report on Business Technology in February 2009. The title: “6 Ways to Make Web 2.0 Work: Web 2.0 tools present a vast array of opportunities — for companies that know how to use them” is the result of research and study over a 2-year period with more than 50 early adopters of Web 2.0 technologies.

The 6 Ways to Make Web 2.0 Work are reported as being:

1. The transformation to a bottom-up culture needs help from the top
2. The best uses come from users—but they require help to scale
3. What’s in the workflow is what gets used
4. Appeal to the participants’ egos and needs—not just their wallets
5. The right solution comes from the right participants
6. Balance the top-down and self-management of risk

Anecdotal examples for these principles are cited from companies like: Lockheed Martin, AT&T, Google, Pixar, Best Buy and P&G.

Headstand Media has experienced these 6 methods first-hand as we have advised, consulted and produced Web 2.0 web solutions for our customers.

Our experience confirms that:

• Web 2.0 initiatives have a much higher chance of success if they are championed and modelled from the top
• A healthy balance between freedom and control produces the best atmosphere for wide user participation that produces positive contributions to the organization
• The challenges of culture change within organizations is often the biggest factor inhibiting positive web 2.0 implementations
• Compared to Web 1.0 approaches, Web 2.0 approaches promise further gains and lower costs to implement but deliver different capabilities

Source: http://www.headstandmedia.com/