Enterprise 2.0 in Action

I have chosen to answer Question 2:

Following lecture 3 where you gained some insight into how the potential value of Social Technologies to organisations, please blog about further examples of Enterprise 2.0 in action.

Case Study One: Sticky Beak Media

Working for a Web Development Studio I interviewed my boss about what elements of Enterprise 2.0 are being used in his business. I chose to use the Andrew McAfee’s SLATES principals as a guide to my questions. I think Sticky Beak is a perfect example of a relatively new business that is constantly implementing Enterprise 2.0 elements for their clients.

Case Study: Sticky Beak Media
Interviewee: John (owner)
Web Address: http://www.stickybeakmedia.com.au
Question Model: Andrew McAfee’s SLATES

Question Search: How are search actions optimized for your clients?
Answer: We use taxonomies to filter information whether it be categories or tags. And on occasion we use the CMS’s default engine for Boolean searches.
Question Links: How are links optimized for your clients?
Answer: We do keyword research for our clients and then include keywords in the anchor text. We need to be mindful of ratios of anchor text usage.
Question Authoring: How many of your clients frequently share updated content such as Blogs?
Answer: Eighty percent of our clients keep their content up to date or utilize Blogging technology. Updated content is an asset to create a brand identity and make the author appear to be an authority on the given subject. This also provides our customers clients with useful, up to date, information.
Question Tags: Have you ever implemented a folksonomy style navigation system for a client?
Answer: We haven’t yet implemented a folksonomy style navigation system for a client?
Question Extensions: Do any of the websites you have worked on implement a “smart” categorization system that works out what content the user is most likely to be interested in based upon previous searches?
Answer: Not at this stage.
Question Signals: Do any of your websites implement signalling technologies such as RSS feeds or notifications when their website is mentioned in social media etc?
Answer: Google Alerts is sometimes implemented as is HooteSuite.
Question Summing Up: Sum up your views on the role of Social Media in Web Development.
Answer: Web 2.0 is a paradigm shift in which listening to the consumer creates opportunities to engage with people that you never would have before.

My personal thoughts on Sticky Beak:
Though I have only worked for John for a few months, in that time, I have seen Social Media playing a part in everything that we do. If we make a website then we add links to share posts on Facebook or Twitter. Essentially it has taught me that a modern web design company must place social media as one of the corner stones on which a websites success is hinged.

Case Study Two: Stepping Stone Clubhouse

Having a friend who works for a mental health clubhouse and, from conversations with her, seeing the plethora of Enterprise 2.0 elements integrated into the running of this organisation I chose to interview here about her workplace. In this instance the Wikinomics Business Model seemed the most appropriate framework around which to structure her answers to my questions:

Case Study: Stepping Stone Clubhouse
Interviewee: Shannon (manager)
Web Address: http://www.steppingstoneclubhouse.org.au/
Question Model: Wikinomics Business Model

Stepping Stone Clubhouse is a part of a global movement known as Clubhouse International it is an American model for psycho-social rehabilitation . As a part of a broader community Stepping Stone Clubhouse runs training programs where it teaches other clubhouses how to be better clubhouses. This sharing of knowledge in an open way has strengthened the clubhouse model and Stepping Stone Clubhouse itself by increasing and broadening its knowledge base.

Being Open
As members are involved in every level of the running of their clubhouse and, as there are no member only or staff only areas, it could be said that Stepping Stone has been following the principal of “being open” for a long time. The business model of the clubhouse itself is open to all members, there are also three members of the clubhouse on its board of directors. The entire membership is also consulted when program decisions are made.

The clubhouse shares its achievements and information via a monthly newsletter that is available, not only to members and staff, but to the broader clubhouse community and also external stakeholders, and interested parties. Stepping Stone has a Facebook page, Twitter account and a website via which stakeholders are kept constantly abreast of what has been going on in the clubhouse.

Acting Global
As part of an international community of clubhouses, Stepping Stone is also one of ten accredited training bases who are authorized to train fellow clubhouses in the running of a clubhouse. They frequently attended national and international conferences where information is shared and all clubhouse are able to have input into the further development of the model by which clubhouse guide their practices. Stepping Stone also undertakes research which is used to provide evidence to support the benefits of the model.

My personal Thoughts on Stepping Stone:
The success of Stepping Stone Clubhouse seems to be largely dependant upon its implementation of Social Media Principles. Though they have only been using Facebook and Twitter to promote their organisation for the last few years, they have been implementing some of the founding principals for the ten years that they have been operating.

Closing Thoughts

It is a testament to the proliferation of social media that I was able to find two perfect examples of local organisations implementing, or being guided by, social media principles. The phenomenon of Stepping Stone Clubhouse leads me to believe that principles of Social Media have been around for a very long time but that only in this new Digital Age have the principals been able to flourish and become a worldwide phenomenon.

Questions and Answers

Please feel free to respond with your own opinions on the flourishing of Social Media and the places from which it has drawn its historical roots.

Other week three Blog entries I have had a chance to look at so far:


6 thoughts on “Enterprise 2.0 in Action

  1. Adam Farne Sang

    Thanks very much for the Pingback, I’ll update my own and do the same.
    Very insightful work and I love how you’ve got the upfront interview answers to back up your argument of criteria fulfillment.
    I always considered the Wikinomics Business Model inherent of actual business success. Do you think it’s possible for businesses to succeed without adapting to Web 2.0?

  2. juwujuliewu

    Great skills you picked up from working at Sticky Beak Media. Does your interview with Sticky Beak Media indicate that key words and tagging are the most effective way to optimize search?

    1. adenjones Post author

      I am no expert on the subject but my boss seemed to be pretty certain on key words and tagging as being the most effective ways to optimize searches. Do you know of any other search optimisation techniques?

      1. juwujuliewu

        It makes sense, and that’s from his industry experience. The only other search optimisation technique I know of is the one mentioned in class using links to create content structure and search algorithms. The well-known technique used by Google

  3. Pingback: Stepping Stone Clubhouse – Is it social enough? | Aden Jones

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s