2 Examples of Enterprise 2.0 Organisations

Advancial Federal Credit Union is an example of a company that has successfully incorporated Web 2.0 technologies to become a thriving Enterprise 2.0 organisation. Its transition began in response to problems its employees were experiencing – problems characteristic of companies in the chasm between Enterprise 1.0 and Enterprise 2.0 that have introduced new computing technologies but haven’t brought in the guidelines to help members/employees to make the most of them. These problems are listed below:

  • Employees didn’t know each other or what everyone’s role was.
  • Not everyone could contribute content to the company information base
  • Information was hard to disseminate and keep consistent and relevant
  • The information base was hard to search, making finding information difficult and time consuming
  • Security was disorganised

In an effort to address these problems, they brought in an ‘intranet in a box’ solution called ‘IntelliEnterprise‘. This platform provided Advancial with a base for Web 2.0 technologies such as blogs, wikis and profile pages and so helped solve many of Advancial’s problems by:

  • Creating a single source of information with controlled access and editing privileges (this keeps out duplicate or outdated versions of data and solves some security issues)
  • Making visible other people and their role in the organisation
  • Opening up content creation to other people
  • Introducing an effective search tool that could swiftly locate relevant information from the central information base.

This approach adheres in multiple ways to the principles of Enterprise 2.0 – it flattens teams hierarchy by opening up content creation to team members, it facilitates the forming and strengthening of social connections through making people’s profiles public and so bringing people together, it supports the collection and sharing of knowledge within the company and (while not exactly going global) still links the geographically diverse branches. That said, Advancial seems to avoid totally embracing the principle of openness since it doesn’t publish the vast stores to information about its members. Considering the confidential nature of that information, this policy is highly appropriate and Advancial does publish details of the products and services it offers.

Another example of an group doing well as an Enterprise 2.0 organisation is BUPA, a healthcare organisation. Part of BUPA’s work is to provide people with information and so knowledge sharing and dissemination amongst its workers is extremely important. To this effect, BUPA has made use of the Cogenz enterprise bookmarking tool.

According to Wikipedia, enterprise bookmarking is “a method of tagging and linking any information using an expanded set of tags to capture knowledge about data” (as different from, social bookmarking, which it defines as “individuals creat[ing] personal collections of bookmarks and shar[ing] their bookmarks with others”). It is expected that the end product of enterprise bookmarking is a rich, relevant folksonomy.

BUPA state their enterprise bookmarking goals to be:

  • Facilitate networking across the organisation
  • Create a knowledge base on the intranet, improving intranet search
  • Analyse tag patterns as a source of information about intellectual capital within the organisation
  • Feed users’ content tags into Autonomy search engine to improve automatic indexing of content

These goals align to some degree with Enterprise 2.0 principles. For starters, networking at all levels of the organisation enables and encourages close collaboration and connection between peers and throughout the ranks. In addition to that, a single user-built information source has been coupled with a powerful search function meaning the vast knowledge base is not just in place but accessible. Linking is not just supported but made the core function of the bookmarking tool.

Although little mention is made of employees actually authoring any of the bookmarked content, tagging has been made an essential part of the bookmarking process.

A key result of the enterprise bookmarking practice is a type of recommendations scheme whereby employees can see what information their peers have listed under the same tag. In this set up, it isn’t the system that identifies similar material – the people using it do that for themselves. Unfortunately, there doesn’t seem to be any signalling function directing people to the appearance or tagging of potentially relevant information.

Though their use of Web 2.0 technologies is considerably different, both Advancial and BUPA are solid examples of Enterprise 2.0 organisations thriving in their respective ways.


One Response to “2 Examples of Enterprise 2.0 Organisations”

  1. Courtney Hunt Says:

    Thanks for these examples. I’ve shared them with the Social Media in Organizations (SMinOrgs) Community.

    Courtney Hunt
    Founder, SMinOrgs Community

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