Web 2.0 Goes to Work: How Two Media Companies Implemented Business Social Software

Web 2.0 at Work
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Organizations shape society more than any force, and social software has demonstrated the ability to create sweeping change throughout the organizational culture. We have seen a push for today’s organizations to adopt Web 2.0 technologies in the workplace. In this panel discussion we will present several strong case studies where successful social software implementations exist, and show how these examples can work to provide a beacon of understanding for companies attempting to implement Web 2.0 technologies but still struggling to adopt.

The Washington Post, one of the most recognizable and revered publications in existence today, has implemented Socialtext to effectively roll out a company wide intranet built on Web 2.0 technologies. Dave Burke, Manager, Web Solutions, at The Washington Post, will be able to explain how their use of social software worked to increased internal collaboration within the organization.

The current generation, the biggest demographic shift in history, is going to profoundly impact the enterprise. Due to the changes in technologies, demographics and business, the participation in new forms of mass collaboration is changing.

The panel will also incorporate an additional example of a media company that has implemented social software, with a interesting adoption use case involving “reverse mentoring” in order to increase Gen X and baby boomer adoption. Reverse mentoring introduces a pairing of ‘Web 2.0 seasoned’ next generation employees with senior executives to ramp up adoption of intern social software use.

Proper involvement in social enterprise creates transparency, which in turn creates positive feedback loops connecting stakeholders inside and beyond the corporation.

Ross Mayfield will moderate the panel which will include social software adopters Dave Burke, from The Washington Post, and the Director of Social Media from another major media company, in which they will discuss the social workplace and how Web 2.0 technologies, like wikis and micro-blogging, re-shape how organizations do business. This will include discussion on how their employees communicate and collaborate and how these organizations interact with coworkers, partners, suppliers and customers.

Photo of Ross Mayfield

Ross Mayfield

SlideShare, Inc.

Ross Mayfield is Chairman, President & Co-founder of Socialtext, the first wiki company and leading provider of Enterprise 2.0 solutions. A noted blogger and industry expert, he is a serial and social entrepreneur. Mayfield has grown Socialtext to over 4,000 customers with Software-as-a-Service, Appliance and Open Source solutions. Mayfield partnered with Dan Bricklin, the creator of the first spreadsheet visiCalc, to co-develop and distribute SocialCalc. Socialtext is backed by Draper Fisher Jurvetson, SAP Ventures and Omidyar Network.

Previously, Mayfield served as VP of Marketing for a Fujitsu spinout and CEO of an enterprise risk management software company. Mayfield co-founded and served as president of RateXchange (AMEX:RTX), the leading B2B commodity exchange for telecom. Mayfield served as the marketing director of the largest privately held telecommunications group in Eastern Europe and was the internal lead manager of their Initial Public Offering. He also founded an ISP, a web-design company, and has served on a number of Advisory Boards of high tech startups.

Mayfield is a former advisor to the Office of the President of Estonia and began his career in the non-profit sector. He holds a B.A. in Political Science from the University of California at Los Angeles and completed the Management Development for Entrepreneurs (MDE) program of the Anderson School of Business. He resides in his hometown of Palo Alto with his wife and two children.

Photo of Dave Burke

Dave Burke

The Washington Post

With a background in marketing, design, and technology, Dave Burke focuses on bridging disciplinary gaps to create web products that delight both users and business owners.

At Washington Post Media, Dave leads a cross-disciplinary team — designers, information architects, and developers — in the creation, support, and measurement of Washington Post web applications. These products include e-commerce, customer acquisition and self-service, B2B content, publishing, and internal collaboration/productivity.

He has spoken on user research and usability, agile development, and enterprise social networking at The Washington Post, the USDA Graduate School, and George Washington University.

Dave and his MacBook Pro commute by train to DC from his home in Baltimore, where his wife, Kim, recently completed her doctorate at the Johns Hopkins University.

Patrick Durando

McGraw Hill

  • IBM
  • Microsoft
  • Awareness
  • Blue Kiwi Software
  • Ericsson Labs
  • Jive Software
  • Layered Technologies, Inc.
  • Neustar, Inc.
  • OpenText
  • Opera Software
  • Overtone
  • Qtask
  • Rackspace Hosting
  • Sony Ericsson

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