Wow, hat's off to McKinsey and authors, Michael Chui a consultant in McKinsey’s San Francisco office; Andy Miller an associate principal in the Silicon Valley office, and Roger Roberts a principal, on their great new report: Six ways to make Web 2.0 work.
Sincerely, these guys get it. They are preaching the Compendium Blogware gospel. Below I've pulled some key quotes from the report, but the main message is that Corporate Blogging must be a bottom up effort not top down. Top level executives can set a good example, but the key to real business blogging success lies in widespread participation.
In discussing the difference between Web 2.0 success vs. CRM/ERP (web 1.0) they say:
"What distinguishes them from previous technologies is the high degree of participation they require to be effective." "Unlike ERP and CRM, where most users either simply process information in the form of reports or use the technology to execute transactions (such as issuing payments or entering customer orders), Web 2.0 technologies are interactive and require users to generate new information and content or to edit the work of other participants."
As you know, I'm constantly preaching that your employess, at all levels, make your best bloggers:
"Clay Shirky, an adjunct professor at New York University, calls the underused human potential at companies an immense “cognitive surplus” and one that could be tapped by participatory tools."
Many companies ask us how to get more participation and more content from their employees. This quote talks to recognition. Bloggers work for applause. You hire smart people, they want to participate and feel valued...let them blog and recognize them for it. This quote compares the stick of mandates "you will give me two blog posts a week" vs the carrot of fame:
"A more effective approach plays to the Web’s ethos and the participants’ desire for recognition: bolstering the reputation of participants in relevant communities, rewarding enthusiasm, or acknowledging the quality and usefulness of contributions. ArcelorMittal, for instance, found that when prizes for contributions were handed out at prominent company meetings, employees submitted many more ideas for business improvements than they did when the awards were given in less-public forums."
And finally, the conclusion....let everyone blog. Good bloggers are not appointed, they are freed!
"With participatory technologies, it’s far from obvious which individuals will be the best participants."
Sincere thanks to Brandon Powell for passing this report my way.
Sincerely, these guys get it. They are preaching the Compendium Blogware gospel. Below I've pulled some key quotes from the report, but the main message is that Corporate Blogging must be a bottom up effort not top down. Top level executives can set a good example, but the key to real business blogging success lies in widespread participation.
In discussing the difference between Web 2.0 success vs. CRM/ERP (web 1.0) they say:
"What distinguishes them from previous technologies is the high degree of participation they require to be effective." "Unlike ERP and CRM, where most users either simply process information in the form of reports or use the technology to execute transactions (such as issuing payments or entering customer orders), Web 2.0 technologies are interactive and require users to generate new information and content or to edit the work of other participants."
As you know, I'm constantly preaching that your employess, at all levels, make your best bloggers:
"Clay Shirky, an adjunct professor at New York University, calls the underused human potential at companies an immense “cognitive surplus” and one that could be tapped by participatory tools."
Many companies ask us how to get more participation and more content from their employees. This quote talks to recognition. Bloggers work for applause. You hire smart people, they want to participate and feel valued...let them blog and recognize them for it. This quote compares the stick of mandates "you will give me two blog posts a week" vs the carrot of fame:
"A more effective approach plays to the Web’s ethos and the participants’ desire for recognition: bolstering the reputation of participants in relevant communities, rewarding enthusiasm, or acknowledging the quality and usefulness of contributions. ArcelorMittal, for instance, found that when prizes for contributions were handed out at prominent company meetings, employees submitted many more ideas for business improvements than they did when the awards were given in less-public forums."
And finally, the conclusion....let everyone blog. Good bloggers are not appointed, they are freed!
"With participatory technologies, it’s far from obvious which individuals will be the best participants."
Sincere thanks to Brandon Powell for passing this report my way.
Brandon Powell
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