For many, the term web 2.0 is not an easy sell, as it has been used and abused for both defining a way to design things as well as types of community services that really engage people to participate. So when I cam across the McKinsey report about how companies can use web 2.0, I was wondering whether the article was going to make me cringe or not. McKinsey are not really well known for the web. But they are good at business strategy, know how to talk and how to use buzz words etc. The article is called “Six ways to make web 2.0 work” which is not really buzz word style, more short and catchy like you find on the web. A little too sales pitchy for my liking, anyway.
What is interesting is that they talk about ERP, then CRM as the previous types of tools that companies would be interested in using and implementing. This before the web 2.0 tools appeared. They are presenting web 2.0 systems as tools which are going to replace ERP and CRM tools as we know them.
And finishing off the article with a “Keep the conversation going on Twitter” (oh yes they are good with the buzz words)…
The article is well worth reading and provides numerous counter examples to the mainstream web 2.0 approach of “build it and they will come”. I have often found that people who really take time to think a product through, test it and make it work for the final user(s), do succeed in producing great web sites…
The important part of the article covers what McKinsey describes as the 6 recommendations:
1. The transformation to a bottom-up culture needs help from the top.
2. The best uses come from usersâ€”but they require help to scale.
3. Whatâ€™s in the workflow is what gets used.
4. Appeal to the participantsâ€™ egos and needsâ€”not just their wallets.
5. The right solution comes from the right participants.
6. Balance the top-down and self-management of risk.