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Forrester is keeping up its solid coverage of enterprise use of Web2.0, with a recent report from Oliver Young scoping out the market for Enterprise 2.0 technologies.
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I want to echo a post made by another Awareness employee who sang the praises of Groundswell, the recent book from Charlene Li and Josh Bernoff, analysts at the Forrester research firm.  For me it has been the best book I've read on social media/Web 2.0, and I recommend it to anyone considering building a community.

I got one of the first copies of the book at the Forrester Marketing Forum, and read most of it on the plane ride home. I wrote one of the first reviews on Amazon.com, and here's what I said:

*********
Groundswell is the best book I've read on social media (and I should
know a few things about social media -- I'm the VP of marketing and
direct sales for a social media company!). What makes it so good? There
are a few simple reasons:

1. It captures the essence of social media. The term "social media"
is foreign and confusing to many people, and this book cuts through the
hype and explains the "core" of what it's about.

2. It's full of customer examples.
The book illuminates the power
-- and importance -- of social media by describing real-world customer
examples where social media is being used. In doing so, the book
escapes the trap of dwelling on abstract theory and instead gives you a
down-to-earth understanding of the ways social media is being used and
its benefits.

3. It's easy to read. Josh and Charlene are well-known, experienced
analysts, but the book does not read like some academic dissertation.
It has a nice cadence, with an easy conversational tone. I honestly
don't know how two people could write one book together and maintain
such a consistent, smooth style. I buzzed right through it.

4. It's practical. You'll get direct advice about how to "do it
right." And, as someone in the business, I can attest to the fact that
their advice is worth listening to.

*********************************************
I've made the book mandatory reading for everyone on the sales and marketing team.  We've all enjoyed it.  I'll bet you will, too.

Have you read it?  What did you think about it?

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runs 5 / 1 / 2008 until 5 / 15 / 2008
Today we announced that we recently built and are running a Web 2.0 community for Jet Blue University.  It's an internal-facing community designed to bolster their training efforts.  The basic notion is that people learn on the job as much as their learn during training, and if they can share their experiences and best practices they can help each other.  The focus is on crewmembers helping each other train other crew members.

This is an effort often referred to as building a "corporate memory."  I see this happening in our company and in other companies where we've built internal-facing communities.  When a company "gets it" with how social media works, it changes the way they use email.  They begin to use email for communicaitons that are one-to-one, one-to-few, or transient messages that have no little or no value in being retained (e.g., "Can you make the meeting tomorrow?" or "there's free muffins in the kitchen," or "can everyone please remember to submit their expense reports by Thursday.")  But content that has persistent value is best conveyed in a community where it can be cataloged, searched, and retained for future employees.  And that kind of content is best entered and shared via a Web 2.0 social media community.

Jet Blue also shot a video about their social media efforts -- they did it in their own studio, without any guidance from us.  It's cool and it's only 2 minutes long.  If you want to view it you can see it here.




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