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The Enterprise 2.0 term derives from Web 2.0. It was coined only recently – in spring 2006 – by Andrew McAfee of Harvard Business School. As defined by McAfee, Enterprise 2.0 means the introduction and implementation of social software within specific “enterprise” or business organizations, and the social and organizational changes related to its use. 

Enterprise 2.0 can help organizations harness unstructured tacit knowledge as part of their knowledge management strategy. The challenge is in how to effectively distill and channel this knowledge in ways that support the organization’s success.
A group of Satama’s Enterprise 2.0 thought leaders that included Jukka Koskenkanto, Tommi Holmgren, Mika Hult and Perttu Monthan, were recently interviewed by Satama writer and media artist Mark Maher. Here are their insights and perspectives on the rapidly evolving and highly intriguing topic of Enterprise 2.0.
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Satama’s consulting Director, Vesa Ilmarinen, emphasis in this insight the importance of simplicity in design and communications.

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This phrase is probably familiar to many of us. I kept coming back to this principle when I was trying to work out a simple way of explaining to my customers and colleagues what my unit actually does. For example, we have been devising “web strategies”, producing “concept designs” and defining “target states” for years and continue to do so. But how can I explain this in a way that makes sense to you, my valuable customer? Below, I have tried to explain how we want to help you, in plain English.
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In this article Satama’s Director Eeva-Liisa Ylälahti discusses the various approaches to analyse consumer behaviour and means to bring consumer understanding as business-relevant as possible.

Does the marketer need to understand the buying process of a consumer in the market for a vacation package, mobile phone, or a new home? Yes – by understanding the consumer’s buying process, the marketer can learn to both manage and make the most of media convergence.

Does the consumer in the market for a vacation package, mobile phone, or new home need to understand media convergence? No – the consumer simply lives media convergence by using different marketing channels in a variety of ways and by moving back and forth between channels in search of products and/or services.

From information silos to understanding the buying process

Although there have been myriad studies on marketing phenomena, most often the knowledge gained has been cross-sectional. Marketing channels have been studied in silos; each channel and its efficiency separately. Rarely if ever have studies focused on successive media or how multiple channels work together as a single entity.

Last fall, the Helsingin Sanomat newspaper undertook a forward-thinking study of consumer processes related to the purchase of a home or apartment. The central goal was better understanding of how print media and the internet work together; in other words, the study focused on the play between the net and the newspaper, and how people moved back and forth between the two while searching for interesting investments. The process of buying a home was recognized as lengthy in terms of duration and complex in terms of the channels used. The study subjects were Helsinki area residents who were in the market for a new home over the next six months. Read the rest of this entry �

Mark Maher interviewed Tommi Pelkonen on the trial they are running with Martijn van Welie.

1) Does Web 2.0 really exist – or is it a handy catch-all title for what, in fact, has been a largely incremental evolution?

When Tim O’Reilly invented the term “Web 2.0” to market his conference of the Internet’s future, I’m sure that no one ever considered how much hype that term would get in the following two years. It’s a real buzzword. Yet I think that it is good that we have a common name and topic to talk about. There are major changes happening in the online medium, we are really starting to live online, not only use online services. If 1997 was the initial boom year for commercial internet, I think 2006 and 2007 will be remembered as the years when Internet broke through as a normal part of our behavior. Broadband connections allow us to have our PC’s on all the time, web 2.0-kind of apps give new speed for UI and business innovations. To conclude, I think we are in a middle of a major leap, not only doing an incremental evolution.

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Mobile Media Tracking, a survey conducted by Satama and published in January 2007, is a comprehensive review of the role that mobile telephones and other mobile devices have taken as channels for marketing and providing services and of the progress of media convergence in Finland. The survey was commissioned by the Finnish Direct Marketing Association (Finnish DMA).

According to the survey, mobile phone use continued to diversify further in 2006. The use of MMS messaging grew from 29 percent to 41 percent. Twenty-five percent of respondents had accessed websites with their mobile phones and 31 percent had used their mobiles to react to programmes or advertising on TV or radio. Last year, the percentage was 26. Read the rest of this entry �

Steve wrote in December in perspective to web analytics trends for this year. Tune into here for more. And if you not yet following Satama’s web analytics and search engine -oriented blog, Conversion Chronicles, please turn into here, thanks!

We started today an three month experiment/research project where we try out in practice multiple web 2.0 -related services. Moreover we will create a diary about this trial to the site. Our additional target is to create an full-scale insight into here about the experiences. Welcome to follow the progress in here.

Satama supports art in many ways. We just launched the website to promote the exhibitions we organise in our Helsinki office premises. Tune into here for more information.

In this interview Mark Maher continues his series of interviews with Satama professionals and other digital culture leaders. This time, Mark talks with Steve Jackson about his Web analytics article which is available here .

MM: You point clearly to what many business people are currently frustrated with regarding Web analytics. It’s a feeling that we’ve all just been handed the keys to an amazing vehicle – but have only the vaguest notion of how to drive it effectively and confidently. Is it now really a controlled science that can routinely deliver predictable results?

SJ:It is possible to make it a controlled science - yes. The problem lies in knowing how to develop key performance indicators (KPI’s) which measure the site’s success or failure. Most businesses are sold a tool by a salesperson who shows the business some amazing ways to measure success, but when it comes to doing it themselves, most companies have no idea where to start. The best way to develop KPI’s is to determine:

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