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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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. (more…)

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!

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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Studies show that consumers have a positive perception of mobile marketing, the new Act on Data Protection in Electronic Communications has clearly defined the rules of play, and innovative campaigns throughout the world work like a charm. Despite this, mobile marketing in Finland is still very much in its baby shoes. The blame for this can be squarely laid at the feet of advertising and media agencies.

The biggest sin committed by mobile marketing in Finland is that it is not designed as a long-term part of other marketing, nor is any thought even given to how it relates to other marketing. Thus, mobile marketing is a separate unit, nothing more than a singularity floating in space – its maximum potential remains unrealized.

Finnish advertising and media agencies are not able or willing to look beyond text message campaigns. Advertising agencies aren’t pitching new, innovative mobile campaigns to their clients and media agencies aren’t making space for these on their palettes. The philosophy is: Stick to the proven formula.

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In this interview Mark Maher continues his series of interviews with Satama professionals and other digital culture leaders. This time, Mark talks with Martijn van Welie about his Mobile TV Insight paper which is available here.

MM: I like that you openly acknowledge mobile TV is a technology people may simply not want. Yet then you advise that we should gear up for the launch. How confident are you in the success of Mobile TV?

MvW: Good question - and a hard one to answer! There are so many factors that play a role in its success. When I tried Mobile TV on a Nokia N92 I immediately thought “This is something that people will want to use”. It was a true case of ’seeing is believing’ for me - as it has been for many others. Compared to the current offerings of Mobile TV over UMTS, I think products such as the N92 are really a step forward in terms of user experience, so I’m quite hopeful. On the other hand, I see the discussion on pricing models, business models, licenses and even technical standardization being ‘worrying’ to say the least. It could be that we are dealing with a technology that people want but which may be commercially difficult to offer. I don’t know if Mobile TV as it is currently depicted will be successful, but I feel quite confident that TV on your mobile, and other small devices, will be a normal thing in the near feature.

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With this interview Mark Maher begins his series of Satama Voice interviews with Satama professionals and other digital culture leaders. Mark chose to talk with Tommi Pelkonen about his Youth Marketing in the Broadband Era Insight paper which is available here.

MM: A central point you make about the future of youth marketing (and marketing generally) is that – if I can paraphrase – we should try to develop “friendships” not just offer “moments”. Do you see marketing as a force that is gradually taking the place of our personal relationships?

TP: People’s relationships with each other will always differ from the ones they have with corporations. Yet companies’ products and services in the post-modern world more and more form the framework within which people find the things and phenomena they would like to associate with. If brands can trigger consumers to “listen” to their statements and feel an emotional bond for one brand over another, they can gain a real advantage.

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Buying a corporate web site must be pretty difficult and a nerve-wrecking experience. Eventually you end up surrounded by a legion of consultants who are asking tough questions about your publication processes and workflows. And they won’t take a no for an answer, a workflow must be defined, a process must be created. Like death or taxes, workflows and processes are compulsory, those cannot be avoided.

The buyer gets confused.

From this confusion spawns a solution: A Content Management System. A huge system that allows everything to be either configurable or extendable, no content publication related problem is small enough to be overlooked by the CMS. The CMS is everywhere, it is required everywhere, and it solves every problem. It’s like snake oil, silver bullet, the holy grail and – unfortunately – the big brother all wrapped-up together. A golden reminiscent from those glorious days when computers were large enough to fill up entire rooms and they were operated by men in white coats performing miracles.

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