D R E W P A R K E R Building Web 2.0 Enterprises: A study of small and medium enterprises in the United States by Kim et al. Case 1

D R E W P A R K E R To understand Web 2.0 Technologies and related management practices adopted by SMEs To understand Web 2.0 Technologies and related management practices adopted by SMEs  Review major web 2.0 technologies  Present conceptual models of web 2.0 applications  Analyze SME web 2.0 usage Purpose of the Study 2

D R E W P A R K E R Revolutionized the process of buying, selling and exchanging products and services Revolutionized the process of buying, selling and exchanging products and services Introduced a host of business models and technological innovations Introduced a host of business models and technological innovations Business Centered  User Centered Business Centered  User Centered Web 2.0 3

D R E W P A R K E R Pre Web 2.0 Pre Web 2.0  Read only websites  Proprietary web applications Web 2.0 Web 2.0  User Generated  Improved collaborative advertising (Ad-sense)  Better leverage of data (Omniture)  P2P File sharing ( BitTorrent)  User Generated communities (Wikis)  So on…. Web 2.0 4

D R E W P A R K E R Helps understand customers Helps understand customers “wisdom of crowds’ is yet another business area which utilizes the aggregation of information in groups” “wisdom of crowds’ is yet another business area which utilizes the aggregation of information in groups” Why is User Generated Content so Important? 5

D R E W P A R K E R Establish networks with business partners, consumers and employees Establish networks with business partners, consumers and employees Solicit innovative ideas and suggestions Solicit innovative ideas and suggestions To promote long-term relationships with consumers To promote long-term relationships with consumers Anything else? Anything else? Why Adopt? 6

D R E W P A R K E R Social Networking Social Networking  Enable the users (businesses and consumers) to form and maintain connection with each other Information Sharing Information Sharing  Creating, storing, refining and sharing information between users (internal and external) Collaboration Collaboration  Supports and enhances the collaborative works on the internet Web 2.0 7

D R E W P A R K E R Business to employee to employee space Business to employee to employee space Business to employee to consumer space Business to employee to consumer space Business to employee to business space Business to employee to business space Web 2.0 User Interaction Spaces 8

D R E W P A R K E R Tech Presentation Yammer.com Yammer.com Billed as an ‘enterprise social network’ Billed as an ‘enterprise social network’  Has been called ‘Facebook for Business’ A free, private communication space A free, private communication space  Users and groups can share status updates on projects  Can archive knowledge in an  Organization  Project 9

D R E W P A R K E R Requires some critical mass 10

D R E W P A R K E R Yammer Features Events: Co-workers within the enterprise are invited to company or group events with responses tracked. Users have the ability to download events information directly into Microsoft Outlook or Google Calendar. Events: Co-workers within the enterprise are invited to company or group events with responses tracked. Users have the ability to download events information directly into Microsoft Outlook or Google Calendar.Microsoft Outlook Google CalendarMicrosoft Outlook Google Calendar Links: Employees have the ability to share URLs with co-workers in a form that displays videos and images within the conversation. Links: Employees have the ability to share URLs with co-workers in a form that displays videos and images within the conversation. Topics: Employees tag content with topics, enabling collection and maintaining of conversations and data. Topics: Employees tag content with topics, enabling collection and maintaining of conversations and data. Presence: Allows employees to see who is online now and how they are connected to Yammer (i.e. website, the desktop client or a mobile client.) Presence: Allows employees to see who is online now and how they are connected to Yammer (i.e. website, the desktop client or a mobile client.) Enhanced Analytics: Provides managers with interactive charts to track engagement in their network. Enhanced Analytics: Provides managers with interactive charts to track engagement in their network. 11

D R E W P A R K E R 2008 Winner of TechCrunch

D R E W P A R K E R Pricing 13 ‘Freemium’ pricing model (good for bottom-up adoption)

D R E W P A R K E R Xero’s Story 14

D R E W P A R K E R Why Deloitte Loves Yammer 15

D R E W P A R K E R  Discoverable  Unaffected by spam  More controllable  More privacy options  Corporate permanence Issues versus

D R E W P A R K E R Issues versus IM  Persistent & searchable  Standardized 17

D R E W P A R K E R Issues that I see Pros: Pros:  Facebook-like familiarity  Good group abilities  Develops an automatic Knowledge Base  Rich media application  Free to try, inexpensive to adopt 18

D R E W P A R K E R Issues that I see Positive Impact Positive Impact  In an organization, it expands the boundaries of the everyday communication that starts with a small firm  In a learning environment, it expands the location, time, and sequential nature of a course  24/7 communication  from anywhere  overlaps past and present participants

D R E W P A R K E R Issues that I see Con’s Con’s  Simon Fraser University experience – need a purpose  Critical mass requirements  Competes with IM and  A relative pain to join multiple Yammer networks (such as sfu.ca and parkers.ca)  You need two different addresses  Simple solution is to use two different browsers  and a quick demo… 20