#csnf - Implementing Enterprise 2.0 Successfully

Adam Tinworth
Adam Tinworth

2nd panel discussion, hosted by Iwona Petruczynik of Frost & Sullivan

What is web 2.0?

Olivier Crieche: the stuff people use at home and are now starting to use at work
Zeinab Lenton: It’s about sharing and community
JP: It’s what the web should have been

How to implement?

JP: get on with it. Look at e-mail. How much never leaves the company – is there a better way to do that?

When it goes bad?

Dominos Pizza: reputation damaged
KFC: had to cancel a promotion because bloggers spread it too fast and it was costing them too much.
One clent of Six Apart complained about the lack of feeds in Movable Type – which are built in. The UT department just didn’t understand the product.
JP: you need both benevolant dictatorship from top and bottom-up adoption. If cost if repair is same as cost of entry, you suceed. If enough people can inspect information, you can make it good. You need a pincer movement on the immune system in the middle.


OC: use it to monitor customer problems with products, so they can reach out to them.
ZL: Teaches people new behaviours with low cost of entry.
JP: Twitter is publish/subscribe. 2. Is brief. 3. Assymetric follow. 4. 31 million reasons you carry on

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.