IBM Implementing Enterprise 2.0 and Web 2.0

Since the emergence of Enterprise 2.0 the organisational paradigms of online marketing and customer service have shifted to increase the quality of the business value chain. The concept of Enterprise 2.0 is the utilisation of social media platforms. As well as implementing Web 2.0 techniques, tools and services such as, RSS feeds, tagging and sharing within the enterprise. These may be made in the form of wikis and blogs that can accessed through the company intranet. Externally, customers are invited to view the corporate blogs and wikis if they wish to review further information about products and services (Andrew P, 2007).

IBM have taken advantage of features provided by social media platforms and software facilitating the implementation of web 2.0 and enterprise 2.0 practices. IBM have encouraged the collaboration and contribution through company wikis. See Figure 1 for example, IBM have created wikis and blogs containing developer tutorials with the option for discussion and syndication via the RSS feeds. Through the RSS feeds customers can receive notifications instantly about the launch of new products. IBM currently have over 17,000 blogs, there are guidelines but IBM allows self regulation by staff members, they are asked to flag what is deemed to be inappropriate. Employees have stated that they enjoy the freedom provided by IBM's blogging platform. 

IBM employees utilise Twitter and LinkedIn for enhanced customer service. Their objective to use crowdsourcing to bring employees, partners, clients to facilitate powerful idea sharing (Casey Hibbard, 2010). Then projects are promoted, employees advance conversations using tags and hashtag searching to answer client questions etc. Which has grown to over 50,000 alum networks on Facebook and LinkedIn.

Benefits received post Enterprise 2.0 implementation.

Accessing corporate data faster. 

IBM employees and stakeholders are able to access organisational data that is stored via their Enterprise 2.0 systems. The increase of Wifi and 3G networks has also connected the data to users mobile devices. Data received is relevant, fast and up to date from any location however this is only made possible through a connection of the internet. 

Receiving notifications instantly.

Users are no longer required to constantly return to your website to check for updates. RSS feeds provided through the blogs and wikis instantly notify users on their computers and cell phones of any updates. 

Improved efficiency and expenses reduced. 

The employment of the enterprise 2.0 practices the process to share information has become less expensive. Enterprises 2.0 services are simpler to install and integrate compared to previous predecessors and some web 2.0 services are free-of-charge.

A senior executive of IBM states that he believes in the importance of their employees being smarter, which is done by providing them with all the tools and services required (Casey Hibbard, 2010). What are your favourite mediums for accessing information and company data? Do you believe more companies should adopt this approach of employing Enterprise 2.0 tools and services? Leave a comment below.


References:
How IBM uses social media to spur employee innovation (February 2, 2010). Casey Hibbard. Retrieved 26th August 2014 from:
http://www.socialmediaexaminer.com/how-ibm-uses-social-media-to-spur-employee-innovation/ 

Enterprise 2.0 the dawn of Emergent collaboration. (April 1, 2007). Andrew P Retrieved 26th August 2014 from: 
http://sloanreview.mit.edu/article/enterprise-the-dawn-of-emergent-collaboration/

"Social Computing: Maximizing the power of Web 2.0": Learn how to maintain influence and build acceptance for your ideas in this developerWorks article, August 2007. Retrieved 26th August 2014 from: http://www.ibm.com/developerworks/library/ar-soccomp/