Web 2.0 tools and techniques: potentialimpact on governmental organisations

Dr Aleksej Heinze

Information Management Liaison GroupThursday 12 November 2009at The Hilton Hotel, Deansgate, Manchester

Overview

• Why Web 2.0?• How could governments use Web 2.0…– tools?– techniques? • Examples of Web 2.0 use:– Barack Obama

Personal background• Research interest:

– Enterprise 2.0 – Search engine optimisation– Blended learning– Management education

• Information Systems, Organisation and Society (ISOS)– www.isos.salford.ac.uk

• Salford Business School– www.business.salford.ac.uk

Web 2.0 – what is it? • Is it a software? Is it a website? …

• It is a way of using technology on the web…

• Tim O'Reilly on What is Web 2.0?– http://www.youtube.com/watch?v=CQibri7gpLM

Web 1.0 Web 2.0 • DoubleClick Google AdSense • Ofoto Flickr • mp3.com Napster • Britannica Online Wikipedia • personal websites blogging • domain name speculation search engine optimization • page views cost per click • publishing participation • content management systems wikis • directories (taxonomy) tagging ("folksonomy") • stickiness syndication

O'Reilly (2005)

Why Web 2.0?

• What do you think?

• http://www.youtube.com/watch?v=6ILQrUrEWe8&NR=1

Social networking websites, market share (unique visitors)

Twitter – micro blog

Organisations use Web 2.0• Internally:

– Knowledge management– Developing products and services– Training – Increasing collaboration across organisation

• With customers:– Product/services development participation– Increase interaction with organisation– New customer acquisition

McKinsey Global Survey Results (2008)

www.barackobama.com• Social media success for presidential

elections• $55b raised in February 2009

(Green,2008) – YouTube – 180k subscribers– Facebook – 8 million supporters– MySpace - 1.8 million friends– Twitter …. 2.5 million followers

• Empowering people and organisations

Think…

• What impacts can you see Web 2.0 will make on your role?

Summary

• Web 2.0 is not to be ignored– Internal and external communications use potential

in governmental organisations

Questions

Aleksej Heinze

Salford Business Schoola.heinze@salford.ac.uk

www.business.salford.ac.uk/staff/aleksejheinze

References• Green, J. (2008). How Silicon Valley made Barack Obama this

year’s hottest start-up [Electronic Version]. Atlantic. Retrieved 1 November 2009, from http://www.theatlantic.com/doc/200806/obama-finance

• McKinsey Global Survey Results. (2008). Building the Web 2.0 Enterprise: McKinsey.

• Mintel. (2008). Keeping Consumers Connected - UK - September. London Mintel International Group Limited.

• O'Reilly, T. (2005). What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software [Electronic Version]. Retrieved 28/11/2008, from http://www.elisanet.fi/aariset/Multimedia/Web2.0/What%20Is%20Web%202.doc