6 Ways To Make Web 2.0 Work

BUSINESS TECHNOLOGY
FEBRUARY 2009

Six ways to make Web 2.0 work

Web 2.0 tools present a vast array of opportunities—for companies that
know how to use them.

Michael Chui, Andy Miller, and Roger P. Roberts

Technologies known collectively as Web 2.0 have spread widely among consumers
over the past five years. Social-networking Web sites, such as Facebook and MySpace, now
attract more than 100 million visitors a month. As the popularity of Web 2.0 has grown,
companies have noted the intense consumer engagement and creativity surrounding these
technologies. Many organizations, keen to harness Web 2.0 internally, are experimenting
with the tools or deploying them on a trial basis.

Over the past two years, McKinsey has studied more than 50 early adopters to garner
insights into successful efforts to use Web 2.0 as a way of unlocking participation. We have
surveyed, independently, a range of executives on Web 2.0 adoption. Our work suggests the
challenges that lie ahead. To date, as many survey respondents are dissatisfied with their use
of Web 2.0 technologies as are satisfied. Many of the dissenters cite impediments such as
organizational structure, the inability of managers to understand the new levers of change,
and a lack of understanding about how value is created using Web 2.0 tools. We have found
that, unless a number of success factors are present, Web 2.0 efforts often fail to launch or
to reach expected heights of usage. Executives who are suspicious or uncomfortable with
perceived changes or risks often call off these efforts. Others fail because managers simply
don’t know how to encourage the type of participation that will produce meaningful results.

Some historical perspective is useful. Web 2.0, the latest wave in corporate technology
adoptions, could have a more far-reaching organizational impact than technologies
adopted in the 1990s—such as enterprise resource planning (ERP), customer relationship
management (CRM), and supply chain management (Exhibit 1). The latest Web tools have a
Web 2009
strong bottom-up element and engage a broad base of workers. They also demand a mind-set
Unlocking participation
different from that of earlier IT programs, which were instituted primarily by edicts from
Exhibit 1 of 3
senior managers.
Glance: Web 2.0 is the next wave of corporate-technology adoption.
Exhibit title: The new tools

Exhibit 1 Adoption of corporate technologies

The new tools
Automating transactions Enabling collaboration and participation

Adoption of ERP, CRM, SCM1
Productivity • Users assigned by management
• Users must comply with rules
• Often complex technology
investment
Adoption of Web 2.0 tools
• User groups can form unexpectedly
• Users engage in high degree of participation
• Technology investment often a lightweight
overlay to existing infrastructure

1990s 2009
Time

ERP = enterprise resource planning, CRM = customer relationship management, SCM = supply chain management.

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Web 2009
Exhibit 2 of 3
Glance: Participatory technologies can be categorized into ﬁve groups.
Exhibit title: A range of technologies

Exhibit 2 Web 2.0 technologies Description Category of technology

A range of Wikis, commenting, shared workspaces Facilitates cocreation of content/applications Broad collaboration
across large, distributed set of participants.
technologies
Blogs, podcasts, videocasts, peer to peer Offers individuals a way to communicate/share Broad communication
information with broad set of other individuals.

Prediction markets, information Harnesses the collective power of the community Collective estimation
markets, polling and generates a collectively derived answer.

Tagging, social bookmarking/ﬁltering, Adds additional information to primary content to Metadata creation
user tracking, ratings, RSS1 prioritize information or make it more valuable.

Social networking, network mapping Leverages connections between people Social graphing
to offer new applications.

Really simple syndication.

Web 2.0 covers a range of technologies. The most widely used are blogs, wikis, podcasts,
information tagging, prediction markets, and social networks (Exhibit 2). New technologies
constantly appear as the Internet continues to evolve. Of the companies we interviewed
for our research, all were using at least one of these tools. What distinguishes them from
previous technologies is the high degree of participation they require to be effective. Unlike
ERP and CRM, where most users either simply process information in the form of reports or
use the technology to execute transactions (such as issuing payments or entering customer
orders), Web 2.0 technologies are interactive and require users to generate new information
and content or to edit the work of other participants.

Earlier technologies often required expensive and lengthy technical implementations, as
well as the realignment of formal business processes. With such memories still fresh, some
executives naturally remain wary of Web 2.0. But the new tools are different. While they
are inherently disruptive and often challenge an organization and its culture, they are not
technically complex to implement. Rather, they are a relatively lightweight overlay to the
existing infrastructure and do not necessarily require complex technology integration.

Gains from participation
Clay Shirky, an adjunct professor at New York University, calls the underused human
potential at companies an immense “cognitive surplus” and one that could be tapped
by participatory tools. Corporate leaders are, of course, eager to find new ways to add
value. Over the past 15 years, using a combination of technology investments and process
reengineering, they have substantially raised the productivity of transactional processes.
Web 2.0 promises further gains, although the capabilities differ from those of the past
technologies (Exhibit 3).

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Web 2009
Exhibit 3 of 3
Glance: Six new management capabilities can be unlocked by participatory technologies.
Exhibit title: Management 2.0

Exhibit 3 • Categories of technology employed

Management Mass internal Broadcast solution External collaborative
capabilities unlocked content creation sourcing contribution
Allow employees across Search broadly across Enable external parties to
by participation the organization to diverse internal participate in product
Content collaborate on codifying/ and/or external experts development, provide
generation managing knowledge, to ﬁnd solutions to feedback, and aid in
sharing best practices, problems (often via customer support.
communicating, and contests).
coordinating activities.
• Broad collaboration/ • Broad communication • Broad collaboration/
For what communication, metadata communication, metadata
purpose?
Large-scale community building Participatory marketing
Enable creation of large-scale, close-knit, distributed Develop brand communities and
Community communities where experts are found. spread marketing messages.
building
• Broad collaboration/communication, • Broad communication,
metadata, social graphing social graphing

Harnessing information markets
Decision Aggregate opinions from many individuals to guide strategic decision making and idea generation.
support
• Collective estimation

Internal to the enterprise External to the enterprise (eg,
(eg, employees, contractors) customers, partners, suppliers)

Who is participating?

Research by our colleagues shows how differences in collaboration are correlated with large
differences in corporate performance.1 Our most recent Web 2.0 survey demonstrates that
despite early frustrations, a growing number of companies remain committed to capturing
the collaborative benefits of Web 2.0.2 Since we first polled global executives two years ago,
the adoption of these tools has continued. Spending on them is now a relatively modest
$1 billion, but the level of investment is expected to grow by more than 15 percent annually
over the next five years, despite the current recession.3

Management imperatives for unlocking participation
To help companies navigate the Web 2.0 landscape, we have identified six critical factors that
determine the outcome of efforts to implement these technologies.

1. The transformation to a bottom-up culture needs help from the top. Web 2.0 projects
often are seen as grassroots experiments, and leaders sometimes believe the technologies
will be adopted without management intervention—a “build it and they will come”
philosophy. These business leaders are correct in thinking that participatory technologies
are founded upon bottom-up involvement from frontline staffers and that this pattern is
fundamentally different from the rollout of ERP systems, for example, where compliance

1
Scott C. Beardsley, Bradford C. Johnson, and James M. Manyika, “Competitive advantage from better interactions,”
mckinseyquarterly.com, May 2006.
2
“Building the Web 2.0 Enterprise: McKinsey Global Survey Results,” mckinseyquarterly.com, July 2008.
3
See G. Oliver Young et al., “Can enterprise Web 2.0 survive the recession?” forrester.com, January 6, 2009.

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with rules is mandatory. Successful participation, however, requires not only grassroots
activity but also a different leadership approach: senior executives often become role models
and lead through informal channels.

At Lockheed Martin, for instance, a direct report to the CIO championed the use of blogs
and wikis when they were introduced. The executive evangelized the benefits of Web 2.0
technologies to other senior leaders and acted as a role model by establishing his own blog.
He set goals for adoption across the organization, as well as for the volume of contributions.
The result was widespread acceptance and collaboration across the company’s divisions.

2. The best uses come from users—but they require help to scale. In earlier IT campaigns,
identifying and prioritizing the applications that would generate the greatest business value
was relatively easy. These applications focused primarily on improving the effectiveness
and efficiency of known business processes within functional silos (for example, supply-
chain-management software to improve coordination across the network). By contrast, our
research shows the applications that drive the most value through participatory technologies
often aren’t those that management expects.

Efforts go awry when organizations try to dictate their preferred uses of the technologies—a
strategy that fits applications designed specifically to improve the performance of known
processes—rather than observing what works and then scaling it up. When management
chooses the wrong uses, organizations often don’t regroup by switching to applications that
might be successful. One global technology player, for example, introduced a collection of
participatory tools that management judged would help the company’s new hires quickly
get up to speed in their jobs. The intended use never caught on, but people in the company’s
recruiting staff began using the tools to share recruiting tips and pass along information
about specific candidates and their qualifications. The company, however, has yet to scale up
this successful, albeit unintended, use.

At AT&T, it was frontline staffers who found the best use for a participatory technology—in
this case, using Web 2.0 for collaborative project management. Rather than dictating the use,
management broadened participation by supporting an awareness campaign to seed further
experimentation. Over a 12-month period, the use of the technology rose to 95 percent of
employees, from 65 percent.

3. What’s in the workflow is what gets used. Perhaps because of the novelty of Web 2.0
initiatives, they’re often considered separate from mainstream work. Earlier generations of
technologies, by contrast, often explicitly replaced the tools employees used to accomplish
tasks. Thus, using Web 2.0 and participating in online work communities often becomes just
another “to do” on an already crowded list of tasks.

Participatory technologies have the highest chance of success when incorporated into a
user’s daily workflow. The importance of this principle is sometimes masked by short-term
success when technologies are unveiled with great fanfare; with the excitement of the launch,
contributions seem to flourish. As normal daily workloads pile up, however, the energy and
attention surrounding the rollout decline, as does participation. One professional-services
firm introduced a wiki-based knowledge-management system, to which employees were
expected to contribute, in addition to their daily tasks. Immediately following the launch, a

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group of enthusiasts used the wikis vigorously, but as time passed they gave the effort less
personal time—outside their daily workflow—and participation levels fell.

Google is an instructive case to the contrary. It has modified the way work is typically done
and has made Web tools relevant to how employees actually do their jobs. The company’s
engineers use blogs and wikis as core tools for reporting on the progress of their work.
Managers stay abreast of their progress and provide direction by using tools that make
it easy to mine data on workflows. Engineers are better able to coordinate work with one
another and can request or provide backup help when needed. The easily accessible project
data allows senior managers to allocate resources to the most important and time-sensitive
projects.

Pixar moved in a similar direction when it upgraded a Web 2.0 tool that didn’t quite mesh
with the way animators did their jobs. The company started with basic text-based wikis
to share information about films in production and to document meeting notes. That was
unsatisfactory, since collaborative problem solving at the studio works best when animators,
software engineers, managers, and directors analyze and discuss real clips and frames from
a movie. 4 Once Pixar built video into the wikis, their quality improved as critiques became
more relevant. The efficiency of the project groups increased as well.

4. Appeal to the participants’ egos and needs—not just their wallets. Traditional
management incentives aren’t particularly useful for encouraging participation.5 Earlier
technology adoptions could be guided readily with techniques such as management
by objectives, as well as standardized bonus pay or individual feedback. The failure of
employees to use a mandated application would affect their performance metrics and
reviews. These methods tend to fall short when applied to unlocking participation. In one
failed attempt, a leading Web company set performance evaluation criteria that included
the frequency of postings on the company’s newly launched wiki. While individuals were
posting enough entries to meet the benchmarks, the contributions were generally of low
quality. Similarly, a professional-services firm tried to use steady management pressure to
get individuals to post on wikis. Participation increased when managers doled out frequent
feedback but never reached self-sustaining levels.

A more effective approach plays to the Web’s ethos and the participants’ desire for
recognition: bolstering the reputation of participants in relevant communities, rewarding
enthusiasm, or acknowledging the quality and usefulness of contributions. ArcelorMittal, for
instance, found that when prizes for contributions were handed out at prominent company
meetings, employees submitted many more ideas for business improvements than they did
when the awards were given in less-public forums.

5. The right solution comes from the right participants. Targeting users who can create
a critical mass for participation as well as add value is another key to success. With an
ERP rollout, the process is straightforward: a company simply identifies the number of
installations (or “seats”) it needs to buy for functions such as purchasing or finance and

4
See Hayagreeva Rao, Robert Sutton, and Allen P. Webb, “Innovation lessons from Pixar: An interview with Oscar-winning director
Brad Bird,” mckinseyquarterly.com, April 2008.
5
Exceptions exist for harnessing information markets and searching crowd expertise, where formal incentives are an essential part
of the mechanism for participation.

5

accounting. With participatory technologies, it’s far from obvious which individuals will be
the best participants. Without the right base, efforts are often ineffective. A pharmaceutical
company tried to generate new product ideas by tapping suggestions from visitors to its
corporate Web site. It soon discovered that most of them had neither the skills nor the
knowledge to make meaningful contributions, so the quality of the ideas was very low.

To select users who will help drive a self-sustaining effort (often enthusiastic early
technology adopters who have rich personal networks and will thus share knowledge and
exchange ideas), a thoughtful approach is required. When P&G introduced wikis and blogs
to foster collaboration among its workgroups, the company targeted technology-savvy and
respected opinion leaders within the organization. Some of these people ranked high in the
corporate hierarchy, while others were influential scientists or employees to whom other
colleagues would turn for advice or other assistance.

When Best Buy experimented with internal information markets, the goal was to ensure
that participation helped to create value. In these markets, employees place bets on business
outcomes, such as sales forecasts.6 To improve the chances of success, Best Buy cast its net
widely, going beyond in-house forecasting experts; it also sought out participants with a
more diverse base of operational knowledge who could apply independent judgment to the
prediction markets. The resulting forecasts were more accurate than those produced by the
company’s experts.

6. Balance the top-down and self-management of risk. A common reason for failed
participation is discomfort with it, or even fear. In some cases, the lack of management
control over the self-organizing nature and power of dissent is the issue. In others, it’s the
potential repercussions of content—through blogs, social networks, and other venues—that
is detrimental to the company. Numerous executives we interviewed said that participatory
initiatives had been stalled by legal and HR concerns. These risks differ markedly from
those of previous technology adoptions, where the chief downside was high costs and poor
execution.

Companies often have difficulty maintaining the right balance of freedom and control. Some
organizations, trying to accommodate new Web standards, have adopted total laissez-faire
policies, eschewing even basic controls that screen out inappropriate postings. In some cases,
these organizations have been burned.

Prudent managers should work with the legal, HR, and IT security functions to establish
reasonable policies, such as prohibiting anonymous posting. Fears are often overblown,
however, and the social norms enforced by users in the participating communities can
be very effective at policing user exchanges and thus mitigating risks. The sites of some
companies incorporate “flag as inappropriate” buttons, which temporarily remove suspect
postings until they can be reviewed, though officials report that these functions are rarely
used. Participatory technologies should include auditing functions, similar to those for

6
See Renée Dye, “The promise of prediction markets: A roundtable,” mckinseyquarterly.com, April 2008; and the video “Betting on
prediction markets,” mckinseyquarterly.com, November 2007.

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Related articles e-mail, that track all contributions and their authors. Ultimately, however, companies must
recognize that successful participation means engaging in authentic conversations with
“Eight technology participants.
trends to watch”

Next steps
“The next revolution
in interactions” Acceptance of Web 2.0 technologies in business is growing. Encouraging participation calls
for new approaches that break with the methods used to deploy IT in the past. Company
“Building the Web leaders first need to survey their current practices. Once they feel comfortable with some
2.0 enterprise” level of controlled disruption, they can begin testing the new participatory tools. The

“The next step
management imperatives we have outlined should improve the likelihood of success. Q
in open innovation”

The authors would like to acknowledge the contributions of their colleagues James Manyika, Yooki Park,
Bryan Pate, and Kausik Rajgopal.
•

Michael Chui is a consultant in McKinsey’s San Francisco office; Andy Miller is an associate principal in the Silicon Valley
office, where Roger Roberts is a principal.
Copyright © 2009 McKinsey and Company. All rights reserved.

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6 Ways To Make Web 2.0 Work

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