How companies are benefiting from Web 2.0 – McKinsey

McK web 2.0McKinsey & Company, who are one of the worlds foremost business consulting firms, have just released their latest Web 2.0 Survey.  McKinsey who have been the trusted advisors to leaders of companies, governments, and institutions around the world for more than 80 years, aim to help our clients address their most important challenges and opportunities.

In doing this they regularly conduct surveys and analyse business trends across a variety of areas.

For the past three years they have been focusing on Web 2.0 and its application within business large and small. The first two surveys focused on how business was using Web 2.0 and now the latest survey is titled “How companies are benefiting from Web 2.0”.

As a member of the panel that has been taking part in the surveying for the past few montHs I have been sent a pre release copy of the report.  Whilst my confidentiality agreement prevents me from sharing the full report or any great detail with you I can provide a few snippets that will encourage to get a full copy when it is released shortly.

Overall the survey showed

“The heaviest users of Web 2.0  applications are also enjoying benefits such as increased knpwledge sharing and more effective marketing. These benefits often having a measurable effect on business.”

“Half of the respondents report that Web 2.0 technologies have fostered in-compnay interactions across geographic borders.”

“Over half the companies in the survey plan to increase investments in Web 2.0”

“Satisfaction with Web 2.0 was high among all users”

They want me…. on the Mckinsey Online Executive Panel?

We invite you to join McKinsey’s Online Executive Panel, through which The McKinsey Quarterly asks selected executives their views on top business trends, including the economic crisis, and on topics relevant to their functional area of expertise.

online-communityWhen I received this invite I was indeed surprised and flattered…  But as I read on I worked out what they wanted was just another member for their community.

Maybe I am not special after all.

Seth Godin calls them Tribes but everyone wants a community to help, promote, support their brand.

A community mediated by technology and aiming to produce some productive outcomes.

Then I read an article by Menaka Gopinath who provided a further insight into what McKinsey wanted of me – they wanted to engage me in in their business decisions by participating in polls etc.   They want me to feel important to say the least.

Then Jeremiah Owyang in his Web Strategist blog challenged me to look at all this from another angle Future of PR – Agencies Represent Communities – Not Brands.  I wonder what Eric will think of this when I seek his opinion.

I learned from Menaka about how companies like Mercedes Benz (better tell Eric the Europeans are onto Social Networks for business) seeking to engage the consumer voice via exclusive member only communities.

They want to engage you in the brand even more than Twitter, Facebook, Blogs etc can .  They want you right on the inside.

But as Jeremiah asks are we moving towards a complete reversal where Communities represented by PR Agencies actually drive and develop new products even new brands.

A fascinating evolution.  Love to hear what you think?

Should I join the McKinsey Panel?

I am off now to read the 50 plus opions posted on Jeremiah’s blog to see what his community thinks about all this, before I have a coffee with Eric.

Photo by D’Arcy Norman