Web 2.0 Seminar - Red Dot - Open Text Web Solutions Group
November 26, 2008
Calgary, Alberta
Main presenter: Craig Hepburn
The presentation, while generally about the Web 2.0 Service offered by Red Dot (a division so to speak of Open Text), was focused on the use of new technologies in sharing of knowledge. They referred to this as Social Networking.
Craig spoke at length about the drawbacks to standard business practices of sharing knowledge and emphasized the benefits to utilizing newer technologies like Facebook, MySpace, Twitter, Google Alerts, Bogs and RSS Feeds to name a few. He described how newer generations are viewing email as the written letter is often viewed now; as an obsolete method of communication. Studies have shown that communication can be improved quite drastically by using new technologies to share information with many people at a time. By providing central areas for the gathering of information and knowledge, people (colleagues, clients etc) can self-control the information they want. Technologies like Blogs, Google Alerts and RSS Feeds can engage the target audience in ways that are simply unavailable using old-school email.
By getting involved in these technologies, companies can take control of their brand in a community format. The majority of companies focus their attention on printed and digital media in regards to their brand. This covers the standard websites, newsletters etc. But the majority of companies are lagging behind technology by not taking advantage of Blogs, Facebook and MySpace.
Facebook and MySpace currently have a bad reputation in most corporations; with many not only banning access to the sites from the work network but also demanding that their staff not participate in those online communities, even on a personal basis. Well this can be understood from a business perspective; Craig outlined reasons why companies should embrace them instead. He outlined solid business cases for why utilizing these communities can help keep a companies brand solid in today's extremely dynamic digital world. As a tool to aid communication between colleagues or as a touch-point for the public to interact with a company, communities like Facebook and MySpace can be a great tool for today's corporations. Providing a familiar and cutting-edge interface to the public results in a more positive image and brand recognition, especially as a method for the public to interact or become engaged with a company.
Blogs excel as a quick dynamic method of communication that reaches those that have an interest without the worry of "spamming" anyone. People read them or don't read them as they choose. Because Blogs are dynamically driven, the information can be as up to date as necessary to suite the goals of the blog. They can also be great team communication tools as well. Instead of emailing or filing formal reports, teams can use blogs to share information back and forth. The information can be updated quicker and more conveniently than some standard methods. Craig highlighted several companies utilizing this concept to share knowledge (CIA was but one). Blogs can be a great way to keep in touch with a team but can also be used to get important news out to the public.
Craig stressed how important engaging users is in today's world. Instead of using regular email to communicate between, often, just 2 individuals, the use of blogs or other such technologies allow a conversation to reach many people with less effort. Blogs allow users to place their communication in one spot and it is the option of the interested parties to read. It engages those interested in the information being provided to keep current. This ensures that the information is available to those that need it without affecting those that are uninvolved. The use of "instant" messaging tools (such as MSN, Office Communicator, and SMS Text Messages etc) can exponentially reduce the amount of time that would be spent on emails. So much time every day is spent in writing, reading and responding to emails that a manager’s time can be severely affected. It is a technology readily available on the majority of mobile phones and PDA's and can drastically limit the bandwidth usage spent through traditional email. The use of these types of technologies drastically improve the level of communication and the sharing of knowledge corporate wide and can often be a used as a way to engage the public in ways that would have been impossible using traditional methods.
An example: Bob works at Company X and has a personal Blog. It is open to the public and since he notes he works for Company X, he is often asked questions etc regarding the use of Company X's product. Company X does a new roll out of the software product and he announces it on his blog with all the accompanying excitement. Immediately, several of his "followers" are posting questions asking about the product and requesting more information and he then forwards their interest to the sales department. The sales department gets several new sales without having to a) do any foot work or b) speak a large number of people.
Another example: Steve works for Company Z and his blog is a much more formal blog in regards to the internal use of a new communication tool the company is using. A colleague posts a question to Steve regarding said tool and Steve replies. Mean while, 3 other colleagues have the exact same problem and Steve's posted answer solves the issues for all 3 at the cost of a single post.
In the current methodologies, Example 1 is not likely to happen while Example 2 would be more likely limited to either emails or a slow-to-update FAQ. Other examples are using Blogs to do status reports or meeting notes - much quicker, can often be done anywhere in the world and can be setup to alert those interested as soon as there is new information. And using blogs and setting up Backups etc ensure that the information will be available whenever needed (good for legal needs of keeping records of communication etc). Emails are often limited to including 1 or 2 individuals at a time and that conversation is limited to those included - often resulting in the same conversation being held repeatedly. And often emails can or have to be deleted due to mailbox restrictions so that information can be lost for good.
His description of RSS feeds as a tool to spread new information to interested parties would address the difficulty of getting the right information to the right people. By setting up RSS feeds on important sites, new information gets out immediately to those that need that information. By requiring the individual to select to find out - they become engaged and a connection is voluntarily forged that is often very difficult in traditional ways.
The basic premise of his discussion was how much a company can enhance it's communication, whether internal or external, with the proper planned use of today's newer technologies.
The seminar then lightly touched how the Web 2.0 offered by Red Dot can help a company utilize these tools. I will be finding out exactly what is offered in Web 2.0 (whether an actual applications or a methodology of using new technologies). Will update as more information is gathered.
LINKS:
RedDot:
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