Web2.0 and large corporations

I had a few interns in the office for a few months working with me. I worked on a small experiment and attempted to do a weekly “Out of Box Thinking” – OBT session for a couple of weeks. This was one of the first topics we chose to go over. It was an attempt to understand how large corporations (which are not necessarily in the web2.0 space) resist, adopt, react to and most importantly, leverage them effectively for marketing communications. So, what is it all about?

Getting over the “My Way” of…

…doing things. For many companies the implicit trust of users and going from creating and owning the products to collaborating and crowdsourcing projects is not an easy transition. For most, it is the dilemma of – is it real? is it here to stay? Some companies that have accepted this well is Asus with their WePC concept.

Acknowledging the power of…

…news spread through the viral power of word of mouth and long lasting effects of long tail. In the past, Intel experienced the power of it and more recently, major toy companies and China toy manufacturers had to bear the wrath as the “lead paint” slipped out through the blogs and reached the ear of the masses faster than people could start damage control through traditional media channels and I’m not even beginning to discuss the power of viral marketing and twitter on media, yet.

Harnessing the power of…

…focussed market research & keeping track of social network activities has dawned on companies. Though, not all have been able to make the transition from being passive listeners to active contributors or collaborators yet. When crisis strikes and you need to reach out to people who care through a new media channel (something they trust), it can’t be done in a moment like you would do for a TV commercial, it has to be built over a period of time.

What are the steps your organization is taking to adopt, accept and leverage the power of web2.0?

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