McKinsey Quarterly on the Business Benefits of Enterprise Web 2.0

by Fredrik Savin on 22/11/2009 · 1 comment

For the past three years, McKinsey Quarterly has surveyed executives across the globe on how organisations are using Web 2.0 technologies. In their latest report, which was published in September ’09, some 1,700 individuals from a variety of industries and functional areas were surveyed on the value they have gained from their Web 2.0 deployments across three main areas:

  • Within their organisations
  • Externally, in their relations with customers
  • In their dealings with suppliers, partners, and outside experts

The survey showed that 69 per cent of the respondents’ companies had achieved measureable business benefits from using Web 2.0 technologies. The benefits include more innovative products and services, more effective marketing and improved access to knowledge. The results from the survey entitled ‘How companies are benefiting from Web 2.0: McKinsey Global Survey Results’ can be found here*.

McKinsey also created an interactive tool to support the study. The tool combines data from previous surveys and examines the business use of 12 different technologies and tools such as blogs, social networking, tagging and wikis.

Highlights from the surveys relevant to the use of Web 2.0 tools and technologies within organisations:

  • In 2007, 53 per cent of the respondents stated that their companies use Web 2.0 tools and technologies for internal purposes. This year, the figure has increased to 65 per cent.
  • Wikis are most popular among companies for managing knowledge followed blogs and video sharing (’09 – no data available for ’07 and ’08)
  • Blogs are most popular for fostering collaboration followed by social networking and wikis (’09 – no data available for ’07 and ’08)
  • McKinsey also found that blogs are most popular for enhancing company culture followed by video sharing and social networking (’09 – no data available for ’07 and ’08)
  • Wikis are most popular for developing products and services followed by blogs and social networking (’09 – no data available for ’07 and ’08)

* You now need premium membership of McKinsey Quarterly to read the article.

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