Ben McCallum's Blog

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Enterprise 2.0 in action

After my last post I have decided to take another angle at businesses using enterprise 2.0. In this post I’m going to discuss only one company who has used enterprise 2.0 in their business internally. Why only one? Because there’s a lot to talk about and you don’ t want to be reading this all day.

A company I found that has dived head first into adopting enterprise 2.0 is that of Accenture, a global consulting firm, (Buckler, 2007). The CTO of Accenture, Donald Rippert, sees the future of technology in the enterprise merging with technology in the realm of web 2.0. In 2007, Accenture went live with “a new global employee network that looks much like Facebook,” (Buckler, 2007). After discovering how easy it was to find content on Youtube, no matter how novice or unheard of the content creator, Rippert wondered why finding information on their corporate database and archives was next to impossible. The key to solving the mystery lay in the way social media and web 2.0 applications use and promote tagging of content. So in a similar manner that delicious enables tagging, the idea of users adding value and assisting searches via tags was conceived.

After introducing the online global network within Accenture, the company then introduced several other web 2.0 tools that they transformed/reinvented into their own enterprise 2.0 tools. These include a wiki called Accenturepedia and a video-based knowledge sharing system called AccentureTube (borrowing its name from web 2.0 site YouTube). Accenturepedia runs much like any other wikis allowing employees access to centralised data to which they can contribute themselves. AccentureTube acts as one large internal video database which users can upload work-related content, tag it and share amongst colleagues. The idea was to keep the system familiar (by borrowing ideas from YouTube), to enhance and promote its use, (Neal, 2008).

In terms of the Wikinomics business models (Peering, Being Open, Sharing and Acting Globally), Accenture has been able to achieve all of these goals internally. The company was already global so by offering the enterprise 2.0 tools without pressure they fostered and promoted global interactions amongst their employees. This in turn lead to peering, in that the different facets of the company could collaborate, find each other and communicate ideas easily. Although I have not discussed how Accenture reaches out to its community, they are miles ahead in terms of sharing their innovations, reasearch and experiences across a broad range of fields including their adoption of enterprise 2.0 via their website. They are actively being open and sharing their information to the wider community via blogs, podcasts and downloadable documents.

Accenture’s enterprise 2.0 ventures can also be compared to the SLATES paradigm as proposed by Andrew McAfee. Firstly, searching was made easier by the ability for employees to tag media with keywords. Secondly, linking was acceleratd by giving the masses the ability to edit wikis, tag media and so forth hence creating a dense link structure in their intranet. Thirdly, employees were given the ability to author. They can edit, create and contribute to the Accenturepedia wikis. This also steams from the inherent nature of web 2.0 being about collaboration, the network effect and users adding value (some patterns identified by Tim O’Reilly as being at the heart of web 2.0). Tagging was delivered by Accenture as discussed earlier to categorise and give relevance to content so that user could find and gain information more quickly. Extensions come of course with tagging, the AccentureTube if similar to YouTube, would use tags to offer relevant and similar types of video content to the user in a side pane, extending extra content to them. Signalling would be intergrated into their enterprise 2.0 tools to enable users to quickly view what has changed and what content has been added. This could come in the form of RSS feeds or email updates to changes in a wiki they are monitoring.

Finally, how does Accenture’s E2.0 infrastucture address Dion Hinchcliffe’s extension to the SLATES paradigm? Hinchcliffe sights social, emergent, freeform and network-oriented elements as an important part of enterprise 2.0. In my opinion the Accenture infrastucture covers the social, emergent and freeform nature of E2.0 and its fully web-based nature allows information to be addressable and reusable.

For anyone interested, I’ve found a video interview with the director of Fast Innovation and director of innovation, technology and learning at Accenture that might be of interest here. In particular, she briefly mentions how she tried to convince management to get an “avatar”.

Thank you for reading my post. I’ll keep up updated if I find any more interesting news articles on Accenture.

Accenture. (2009). Accenture GLobal Research and Insights. Retrieved, August 19, 2009, from,
Buckler, G. (2007). Accenture CTO gets his Web 2.0 on. Retrieved, August 19, 2009, from,
Dawsom, R. (2009). Implementing Enterprise 2.0 – Sample Chapter. Retrieved, August 19, 2009, from,
Koser, M. (2009). Accenture gets into Intranet 2.0. Retrieved, August 19, 2009, from,
Neal, D. (2008). Innovation comes as a standard. Retrieved, August 19, from,
Ross, J. (2009). FASTforward’09 Interview: Kirsti Kierulf, Director, The Fast Innovation Center and Director, Innovation, Technology, and Learning, Accenture. Retrieved August 19, 2009, from,


Enterprise 2.0 to become a multi-billion dollar industry

I’ve just come across this link which says that by 2013, Enterprise 2.0 will be $4.6 Billion by 2013 according to Forrester Research. Of course I can’t access the .pdf document because it is US $1500 to purchase but you can read the blog written about the article here.

Interestingly, the article depicts that web 2.0 tools such as: Blogger, Facebook, NetVibes and Twitter were not Enterprise 2.0 because they had ads and were not design for an enterprise environment. I would argue that this is incorrect; 1. because Twitter doesn’t have any “overly noticeable” ads but also because these tools can still be used by companies if only as a start up tool before they have to purchase an expensive E2.0 tool to better manage the interactions.

The article also discusses that the biggest challenge facing E2.0 in the future is getting past the “IT gatekeepers” of the businesses. That is, trying to convince the older generation to shift their investments into new technology. This is very well said in the article and a very important point. The quicker businesses change their view on social media the faster they can learn and begin to gain the benefits from using it.

Futhermore, some interesting patterns are identified. External marketing is predicted to outweigh the expediture of enterprise 2.0 tools for the business internally this year. Currently the predominant age of social media users is 12-17, but by 2011, the users of web will match the users of web 2.0 tools (overall).

Feel free to read more about the article at the following link:

Businesses and Web 2.0 tools

Recently I was asked to elaborate on my post “Increasing productivity with Web 2.0” by giving examples of some enterprises using web 2.0 tools in their business. So I’ve done some research and here’s what I’ve found:

In McKinsey Quarterly Magazine (2007), there was an article about how businesses are using web 2.0 technologies. There survey results determined the following,

“More than half of the executives surveyed say they are pleased with the results of their investments in Internet technologies over the past five years, and nearly three-quarters say that their companies plan to maintain or increase investments in Web 2.0 technologies in coming years. (A mere 13 percent say they are disappointed with previous investments.) Companies that acted quickly in the previous wave of investment are more satisfied than late movers. Less than a fifth of all those surveyed say they are very satisfied with their returns. Of those who rate themselves as very satisfied, 46 percent are “early adopters” and 44 percent “fast followers””


“Asked what might have been done differently to make the previous investments in Internet technologies more effective, only 18 percent say they would not have acted differently. Forty-two percent say they would have strengthened their companies’ internal capabilities to make the most of the market opportunity at hand. Among the 24 percent who say they would have moved faster, many describe their companies as fast followers or early adopters—a strategy consistent with the view that speed is of the essence in technology investments.”

Although these findings are now a bit outdated, it is clear that companies that are acting quickly, investing in new web 2.0 technologies are gaining significant financial benefits within their businesses. So what are the technologies that businesses are investing in?

Some of the most common web 2.0 technologies being used by businesses include: wikis, blogs, podcasts, RSS feeds and P2P networking tools (McKinsey, 2007). It appears that collaboration and communication tools are the most used tools by business for use within the organisation or to communicate with customers. These technologies were cited as achieving the most visible, immediate and least costly benefit to the business (McKinsey, 2007).

Blogging within businesses
Some of the most known business using blogs for internal, external and in management purposes include: Google, Sun Microsystems, Microsoft, Yahoo!, Time Warner, Nike, Pepsi, Mitsubishi and McGraw-Hill says Jeremy Wright on his blog “How Many Fortune’s 500’s Blogging“. I’ve included a wide range of companies (not just technologically-based ones) in this list on purpose to show how widespread blogging is.

Wikis within organisations
Wikis are also a common tool used internally for employees to communicate. Last night I was talking to my girlfriend’s family about their social interactions for another assignment I’m doing and discovered that they both use wikis at work to communicate amongst teachers at their respective schools. Both are Principals at state schools in Queensland and are using wikis every day to communicate with their co-workers. Many organisations and businesses use wikis as a tool for collaborating or communicating with one another.

Podcasts and RSS feeds within businesses
Podcasting can be used by management to update employees on issues and the latest news, but perhaps more interesting is the way podcasts are used to update the public and their customers on the latest news and information. This is very common in the Interactive Entertainment industry where game developers use syndicating and podcasts (as well as blogs) to update their devoted fans with interviews and such. Examples can be found at Blizzcast:
Well I hope this gives you more insight into how businesses are using web 2.0 tools in their business. I could talk about this forever but I think this post is already long enough. Feel free to add any comments about businesses you know are using other web 2.0 tools. For example: Basecamp is used by companies to organise team projects.


McKinsey&Company. (2007). How Businesses are Using Web 2.0: A Global Survey. Retrieved, August 15, 2009, from

Wright, J. (2005). How Many Fortune 500’s Blogging? Retrieved, August 15, 2009, from

Blizzard. (2009). Blizzcast – The Blizzard Entertainment Podcast. Retrieved, August 15, 2009, from

To twitter or not to twitter…

Today I am going to discuss the merits of using Twitter for personal and business uses. Twitter has taken the world by storm, so much that it has become an important marketing tool for celebrities, politicians and businesses. But why is it such a powerful tool?

Twitter was released late 2006/early 2007 and since then has gained immense popularity. The service allows you to post messages of up to 140 characters (the character limit for an SMS message) for your followers to view. Although this may seem like a limitation it allows people to SMS twitter updates to their followers anywhere and anytime.

Twitter for Business
The ability to broadcast a message simultaneously to hundreds/thousands/millions of users has its advantages especially when it comes to advertising. Politicians are one such group of users who have used the service to broadcast their campaigns to their followers. Barack Obama, is an example of a politician who used Twitter quite successfully in his campaign to win over many voters, (Condon, 2008). For politicians, Twitter is a way of sharing their personal thoughts and becoming closer to their supporters. It is a method of showing their “human-ness”. You can follow Barack Obama at:

Businesses also use Twitter to broadcast promotions, specials, new product lines and so on to their customers such as Google. The tweets are short and to the point giving customers instant information. The tweet isn’t “overselling” the company’s brand but simply providing the best offers to their customers. On the other hand, Twitter is used by some companies to alert their customers of failures in service. An example that some of us are quite familiar with is TransLinkSEQ. It is handy for customers to receive these updates via their internet-capable mobile device and stay up to date on the latest news/offers.

Twitter for the Individual
On a more personal note, Twitter is used by many to update friends on their status. Personally, I don’t feel the need to let people know what I’m doing every moment of the day, but for some this has become part of their life not only with Twitter but other applications such as Facebook and MySpace. I still need persuading as to whether or not Twitter will benefit me personally as a tool for updating my friends, however, if I ever need to promote myself to the wider community; it is hard to go past Twitter. Let me know if you have an opinion on this. Are you using Twitter between friends? Maybe you can give me some good reasons to finally give in and jump on the band wagon.

I found a great blog about “selectively ignoring” twitter content or users that don’t appeal to you and focusing on the relevant content here. Mike Lewis discusses how he finds his information on Twitter (Lewis, 2009).

After doing some more research, I’ve also found that Twitter will soon be released on the Xbox 360 (Microsoft, 2009). As well as Facebook, Last.FM and Zune video. Twitter is taking over the world. Maybe I will use it now on my Xbox 360. I don’t have Twitter on my phone so via the Xbox 360 it will be easier and more convenient than visiting

Feel free to follow me on Twitter at: maybe one day I’ll tweet something useful :).

Also, feel free to comment this blog with your thoughts about Twitter. Is it useful? How do you use it?

Condon, S. (2008). Barack Obama Dominates Twitter. Retrieved, August 13, 2009, from,

Facebook, Twitter Coming to Xbox Live on the 360. Retrieved, August 13, 2009, from,

Microsoft. (2009). Dashboard Updates: Xbox Live Update. Retrieved, August 13, 2009, from,

Twitter. (2009). Twitter. Retrieved, August 13, 2009, from

Lewis, M. (2009). Selectively Ignore: It’s OK to “Tune Out” on Twitter. Retrieved, August 18, 2009, from,

Increase your productivity with web 2.0

The rise of web 2.0 is perhaps more famous for its social media sites such as Facebook and MySpace, but underneath the hype of social media websites there are a myriad of tools made simply to make our lives easier. This blog post is designed to give you guys some links to great web 2.0 tools to increase your productivity in everyday life.

Collaboration is at the very heart of web 2.0 and as such these tools can bring a new meaning to sharing and collaboration. Almost every tool in this blog post gives users the ability to share their findings with the world. The network effect is a term used to describe the added value a user gives to an application. The greater the number of users of an application the greater value that application will have for its users.

Tools for the workplace or study environment

  • Take Google Docs for instance. Signing up allows you to create and share online documents and invite people to view or edit them AT THE SAME TIME as you are. Check out the video here.
  • Need to create a mind map for an upcoming project? Why not do it online at This site makes mind mapping easy, and editable. Plus you can share it with co-workers to work on collaboratively.
  • Many people find it hard to update and manage their personal and work calendars. Get rid of the old paperback calendar and upgrade to Google Calendar. This tool allows you to manage your calendar online from any computer or internet-capable mobile device so you can take it wherever you go. It also allows you share your schedule with family or co-workers. And if you really don’t have time to check the calendar, why not let it remind you via an email or sms reminder?
  • Need a job? Or looking to increase your network to increase job opportunities? Why not check out, the tool that lets you link with networks of people and collaborate on business ideas or share your expertise.

Tools for more personal use

  • Bookmarking used to be a personal, home computer sort of thing. But with sites like delicious, you can take your bookmarks with you anywhere. Furthermore, delicious organises and allows you to share these bookmarks with the world so everyone can have the best links to the best information.
  • is an extremely popular website for viewing videos. Anything you’ ever need is one there, and if its not, upload a video yourself. YouTube is also a hugely popular advertising tool for viral ads, company ads or personal advertising.
  • lets you find books for personal or study use in their huge range of products. Its your one-stop-shop for books, DVDs and CDs.
  • – Upload your pictures for friends and the world to view. Customise the  privacy settings and invite friends to view your pictures all for free.

I hope you have found many of these links useful for increasing your productivity in the workplace or at home.

More on blogging + interesting blogs

So I think I’m starting to get used to the idea of blogging. At first it seemed unnatural to me to put what are usually my own thoughts out to the wider online community. But now I’m growing used to the idea as people are starting to give me positive feedback.

I’ve gained significant insight in how to blog effectively at the following resource: by Darren Rowse.

There are huge benefits to be gained from reading and posting blogs and after doing a bit of searching I’ve come across some interesting blogs which I have categorised below:

Personal Interests:
Guitar Player Gear Guide – Great blog about the latest guitar gear on the market. Useful for keeping up on latest tech.
Google Blogscoped – A blog that unofficially covers anything Google. Great external resource for following the latest Google developments.
Google Blog – The official Google blog. The one-stop-blog for everything Google. blog – Transmission’s from the Seventh Column.
– Web Design, tutorials, resources blog. Helpful resource for web designers.

Enterprise 2.0:
Bill Sweetman Internet Marketing Professional – A blog from an Internet Marketing guru. Provides links to internet marketing advice and writes interesting blogs about how businesses can use online tools to further their business.
Sacha Chua’s blogroll of enterprise 2.0 blogs – A link recommended by Sacha sharing all of the blogs on Enterprise 2.0 she reads.

I’ve never really looked at many blogs before but after discovering these I’ve found there is a wealth of information to be gained on blogs.

“Inform. Improve. Employ.”

After being directed to RockTheJob , (by my lecturer for Enterprise 2.0) I decided to discuss it in my blog. RockTheJob is a site about building your personal online portfolio to enhance your “googleability” and enhance your “hirability” when that dream job comes along. More importantly it is about understanding that although all of us wish our “social media” lives were separate from our work lives, this in reality is not the case. The line that once distinguished our personal or private lives from our work lives has been blurred by the ability for anyone to potentially browse your name on the internet. As a result, we must all be careful about what we put online and in the eyesight of future employers.

RockTheJob is a web site designed to help students understand that anything that they upload to a social media site whether it be text, images, videos or such can potentially be viewable by your current or future employer. You may say that this is “crossing the line” or “that silly photo is harmless”. You may also say, “Why do my employers care? I’m not at work.” But the reality is if you are working for a company you are representing their brand. How you behave in a social setting reflects or will reflect on them and can also tell a lot about your person. Check out Episode 2: Keg Stand and Your Career to find out more.

So of course, when using social media you must take care in uploading or posting any material that could be harmful to your reputation.

The site also offers ideas on how to improve your personal profile online to enhance your chances of getting hired. A piece of information I found particularly interesting was “how to make yourself dominate a Google Search”. SOme tips for doing this include:

  • Signing up for as many social media sites as possible
  • Sign up for websites that update their content rapidly (for example, Twitter)
  • Use your full name as the username for that website

More tips can be found at: RockTheJob Episode 9: Own the Front Page of Google

I found this website very much eye opening and I hope you all take the time to give it a browse becuase you never know, it could save your job or be the difference between getting the dream job and not!

Source: Dempsey, R., &  Pettit, N. (2009). Rock the Job. Retrieved August 5, 2009, from

Why blog?

This is only my second ever blog post, and after answering for myself the same question, I thought it would be interesting to discuss “why people blog?” There has to be a motivation for people to blog and here are some of my thoughts on why people do it.

People blog for several different reasons:

  • Communicate to their friends
  • Share thoughts and ideas
  • Share academic knowledge
  • Record things for later reference
  • Gain a reputation, followers and be recognised by the blogging community
  • Advertise themselves/company
  • Help others with common problems
  • Complain or critically review something.

My reason for blogging is: one, because it is an assessment item but also to share information to others interested about what I am learning in the field of Enterprise 2.0. This blog will also provide somewhat of a future reference for my findings and research which I can revisit in the future.

Although I am quite new to blogging and have not yet mastered the skills of attracting readers, experienced “bloggers” can gain huge fan bases by using technology to spread the word and make accessing their blogs easier for others. This can include (but is not limited to) things such as RSS feeds, trackbacks and pingbacks, linking to external sources, tagging and categorising yours posts, and so forth. It is also a good idea to include links to the other social networking sites that you operate so that people can follow you further.

So far in my browsing I have found the following interesting Enterprise/Web 2.0 blogs:

Andrew McAfee’s Blog @
Sacha Chua’s Blog @
Tim O’Reilly’s Website/Blog @

Check them out if you are interested in checking out some blogs that discuss Enterprise 2.0 (first coined by Andrew McAfee) and Web 2.0 (first named by Tim O’Reilly).


Hi everyone.

This is my first ever blog post so I probably should tell you why it is I’ve started blogging.

I’ve decided to start a subject at university (QUT) called Enterprise 2.0 because I’m interested in understanding how enterprises can start using web 2.0 technologies to further their business. As a part of this subject we have to communicate our learning and discuss our thoughts and ideas via an online blog.

I’m going to be updating this blog post regularly with discussions on various topics concerned with Enterprise 2.0 so stay tuned!

– Ben

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