Web 2.0 and The Enterprise: Strategies to maximize new opportunities towards Web 3.0

Table of Contents

• What Web 2.0 means for your business
• The enterprise approach to Web 2.0
• Why Web 2.0 matters
• Collaboration in a Web 2.0 world
• Web 2.0 marketing opportunities
• Vendors to watch
• Where next: Web 3.0

• What is this report about
• Who is this report for?

• Definitions
• Blog
• Enterprise 2.0
• Mash-up
• Podcast
• RSS (Really Simple Syndication)
• Social bookmarking
• Social network
• The long tail
• The ‘wisdom of crowds'
• User generated content
• Web 2.0
• Web 2.0 company
• Widget
• Wiki

• Summary
• The emergence of Web 2.0
• A consumer-driven trend

• Defining Web 2.0
• Web 2.0 applications and services
• Harking back to the past.....
• ..... Looking into the future
  • Drivers behind Web 2.0

• ‘Enterprise 2.0'
• A Web 2.0 workforce
• Improving business processes and advertising practices
• Barriers to Enterprise 2.0
  • Security
  • Confidentiality
  • Effectiveness
  • Culture
• Enterprise 2.0 best practices

• Barriers to Web 2.0
• Bandwidth
• Net neutrality
• Legal challenges to Web 2.0
• Will the Web 2.0 bubble burst?

• Summary
• IT spending

• Enterprise adoption of Web 2.0
• Return on investment

• Who is driving Web 2.0 in enterprises?
• Implementing Web 2.0

• A vertical approach to Web 2.0
• Government
  • e-Democracy in Web 2.0 world
  • Challenges in a Web 2.0 world
• The healthcare and pharmaceutical industry
• Financial services
  • Challenges in a Web 2.0 world
• Barriers to adoption of Enterprise 2.0
• Misperception and confusion
• Culture
• IT security and management
  • IT security
  • Application integration
  • Skills shortage
  • Take-up
• Where next for Enterprise 2.0?

• Enterprise 2.0 recommendations
• Re-think traditional information flows and structures
• Establish policies for Web 2.0 usage
• Consider areas where new applications could be deployed
• Don' t abandon offline communication altogether
• Avoid a disconnect between IT and business

• Summary
• Introduction
• Background
• How much is ‘Web 2.0' worth?
• The Web 2.0 business model
• Are Facebook and co. worth more than $15bn?
  • Network effect
  • Innovation
  • Using the site as a platform
  • Open architecture
  • Lower infrastructure costs
  • Online advertising is growing
• Flaws in the Web 2.0 business model
  • The online advertising market isn' t equal
  • Theoretical valuations vs. actual revenue and profitability
  • Web 2.0 isn' t the only sector chasing VC funding
  • Where' s the disruptive technology?
  • Web 2.0 businesses are going bust
• Is Web 2.0 another dotcom bubble waiting to burst?

• Summary
• Introduction
• The Web 2.0 opportunity
• The benefits of Web 2.0 collaboration
• The wisdom of crowds
• The limitations of current communication methods
• Open, flexible and accessible
• Genuine knowledge sharing

• Barriers to Web 2.0 collaboration
• Losing control
• The ‘unwisdom' of crowds
• Enterprise scalability
• Appropriate content
• Securing the enterprise

• Information sharing
• Wikis in the workplace
  • Pitfalls of using wikis in the enterprise
• Blogging in the workplace
  • Pitfalls of using blogs in the enterprise
• Social networking in the workplace
  • Pitfalls of using social networks in the enterprise
• Other Web 2.0 collaboration tools
  • Mash-ups
  • Twitter
  • Virtual worlds
• Information retrieval
• Tagging in the workplace
  • Tag clouds
• RSS feeds in the workplace
• Best practices in Web 2.0 collaboration

• Summary
• Introduction
• The Web 2.0 marketing opportunity
• The UK outlook
• The US outlook
• The social networking opportunity

• Benefits of advertising in Web 2.0 arena
• Measurability
• Cost
• Reach elusive 18-34 target audience in their environment
• Target niche audiences effectively
• Increased choice of channels

• Challenges of Web 2.0 advertising
• Intrusive or invasive advertising
• The next big thing
• For the sake of new
• Audience
• Control

• Marketing on social networks
• Case study examples
• Best practices

• Marketing on widgets
• Case study examples
• Best practices

• Summary
• Introduction
• Which Web 2.0 companies are important?
• Internet companies
  • Google
  • Yahoo!
  • Others
• The enterprise IT heavyweights
  • IBM
  • Microsoft
  • Oracle
  • Intel
  • Cisco
  • Newcomers
• The enterprise approach to buying Web 2.0 applications and services
• Sales strategies for success

• Summary
• Welcome to Web 3.0
• Mobile
• The semantic web
• Second Life in real life?
• Barriers to Web 3.0
• Computer and bandwidth limitations
• User reticence
• Vendor delay
• Embracing Web 2.0
• Index

• Figure 2.1: Categories accounting for the most time spent by UK Internet population - June 2007
• Figure 3.2: IT spending priorities in large, medium and small enterprises in 2007
• Figure 4.3: Google' s share of the US search market, April 2008
• Figure 6.4: Digital vs. offline media, January - June 2007
• Figure 6.5: Digital media mix in the UK, January - June 2007

• Table 2.1: Categories accounting for the most time spent by UK Internet population - June 2007
• Table 2.2: Web 2.0 mistakes
• Table 2.3: Web 1.0 vs. Web 2.0
• Table 2.4: Enterprise 2.0 in action
• Table 4.5: Amount invested in Web 2.0 companies ($m)
• Table 4.6: Most active Web 2.0 investors, globally 2006
• Table 4.7: Google' s share of the US search market, April 2008
• Table 4.8: The Millennium dotcom bubble vs. Web 2.0 fever
• Table 6.9: Top 10 advertisers by estimated spending (US)
• Table 6.10: UK' s most popular social media websites: Jan 2008
• Table 6.11: UK' s fastest growing social media websites*: Jan 07 - Jan 08
• Table 7.12: Core traits of a Web 2.0 company
• Table 7.13: Would you be more interested in Web 2.0 technologies if offered by a major incumbent vendor?
• Table 7.14: Would you be more interested in Web 2.0 technologies if offered as a suite?
• Table 8.15: A view of the future Internet-driven world in 2020