The second phase in the Holistic Wheel of Creation is Connect. Connect with all stakeholders to discuss, share and learn about your wishes. McKinsey released a survey on the acceptance of Web2.0 solutions within corporations that should stimulate above mentioned activities. Conclusion: There are still barriers within organisations to stimulate networking and information sharing which is such an important step in the creation model.
See details of the report here.
Steve Rubel of Micro Persuasion said the following:
The marketing environment has changed, without a doubt. However, it has not done so enough to force everyone yet to adapt how they communicate. Over time they will. It just is going to take longer than we would all like.
This is a big part of what motivates me and why I love my job at Edelman. We have a long road ahead of us to help big companies get over their fears and see the value in participating in the conversation. I am with the right company to make this happen quickly.
Some highlights for me from the survey:
Collective intelligence, which attempts to tap the wisdom of crowds to make decisions, was the second-largest draw, with 48% of executives reporting investments. Peer-to-peer networking, a technique for efficiently sharing music, video, or text files, also attracted attention, with 47% of executives reporting investments.
Meanwhile, companies have been reluctant to invest in some of the more mainstream Web 2.0 technologies. Just 37% of executives were using or planned to use social networking, best known for commercial applications like MySpace and Facebook. RSS, the shorthand for the Really Simple Syndication services that let people subscribe to online distribution of news and information, and podcasts each had just 35% of executives reporting investments. And wikis, the publishing systems that allow many authors to contribute, captured the investments of just 33% of executives. Just 32% of executives reported sinking dollars into blogs, while mash-ups, the aggregation of online content to create new services, brought up the rear, with just 21% of executives reporting investments.
These results surprised one of the study’s authors, Jacques Bughin, who’s a director in McKinsey’s Brussels office. Following the study, he interviewed a number of the respondents. “The reason why blogs and wikis, in particular, aren’t well used is that companies are still afraid,” he posits. “How do you basically regulate how to contribute?” He also thinks the wisdom of crowds isn’t always sharp and that companies are worried about getting bad information on a collaborative document, such as a wiki.
Another barrier to embracing blogs and wikis: Bughin points out that in a knowledge economy where companies remain hierarchical in structure, knowledge is power. If workers put their most precious information in a wiki, their status within their organization could be threatened. “The problem is that people with heavy knowledge tend to keep that for themselves, because that’s the way they define their job,” says Bughin. “Put it in a wiki and everyone has it.” If he’s right, companies serious about embracing these collaborative technologies will need to find a new incentive system for employees.