Implementation Enterprise 2.0 and risk
To achieving the enterprise 2.0 there are various features must be done. For example, training employees to start use social networking system and adequately use blog to connect with other divisions talking or exchange messages and business information. As a result, therefore, the Importance of social business value which is a crucial for implementation enterprise 2.0. When enterprises often use blog tool or wiki and twitter to communication which “reduced costs of communication, travel and operations”. (Gandhi, 2010).
An easy table content of enterprise 2.0 benefits for employees
Despite the several enthusiasms around enterprise 2.0 but there are some risks of enterprise 2.0 need to be concerned. First of all, information is more difficult to monitor and secure (Cunningham, 2007). This reveals actually on the web environment the biggest issue is security. Therefore, how effectively establish stable systems which ensure employees and outside users their info and data is safe while transferring on the web environment. Secondly, enterprises utilize social media to improve business has become a new trend. Yet, through social media or networking to release stealth marketing which perhaps to cause customers feel repelled. For example, a famous blogger use twitter tool then they have many followers but, the blogger ‘s real identity are companies of business representative, hence in some situation the method of stealth marketing on social network would be conscious. Thirdly, unexpected outcomes associated with adopting new technology may not occur such as new application or social media tools for web users because these tools may lack of high usage and exposure with people. “Not everyone is an expert” (Koponen, 2008). The point is that enterprises must actively concern the issue and clearly to know who are audiences on the social networking.
The successful enterprise 2.0 – Redbull.com
Red Bull is an energy drink sold manufacturer which with headquarters in Austrian and it has created in 1987. Red Bull is different than ordinary energy drink sold manufacturer because in web2.0 stage since 21th century the company has been used different channel and platform to sell products and apply web 2.0 concept the company has established a Facebook account – Success in gaining acceptance in the targeted demographic ( over 1.1million fans).
Since 2008 Red Bull has been exposed and integrated their products at Playstation®Home platform and the manager John Beasley, brand marketing manager for Red Bull UK said Home represents an opportunity for brands to create “memorable and rich content”. The game gave us the first opportunity to recreate in the gaming world what we try to do in the real world, which is to facilitate interaction, to give people stories, memories, experiences and a really good opportunity to interact with the brand,” he said. Actually, not only in virtual environment or web can see the Red Bull brand. In the real world since 2004 the brand has supported Formula 1 team which is Red Bull Racing :: Red Bull. However, Red Bull is successful enterprise 2.0 model the brand succeed to integrated the company history with background on the Wikipedia and provides information and event that can be easily searched on the Google. Red Bull has Facebook official page which provides a channel for consumers to follow the products message and more news and event. In addition, consumer can use twitter tool to make comments for Red Bull.com.
To conclude, Red Bull is successful company which efficiently develops enterprise 2.0 as “the roll-out of Facebook Timeline for brands launched an incredibly compelling scavenger hunt that spans the history of the company and integrates brand milestones in a seamless manner with the hunt.” (Edwards, 2012).
Cunningham, P. (2009). Web 2.0: Issues & Risks Retrieved from http://content.arma.org/IMM/JanFeb09/Walk_In_The_Cloud/web_2.0_issues_risks.aspx
Elizabeth, C.M. (2008). Red Bull becomes first brand on PlayStation Home Retrieved from http://www.brandrepublic.com/news/866365/Red-Bull-becomes-first-brand-PlayStation-Home/
Edwards, T. (2012). Red Bull Facebook Timeline Timewarp Retrieved from http://www.digitallyapproved.com/2012/03/02/red-bull-facebook-timeline-timewarp/
Gandhi, A. (2010). Realizing the Benefits of Enterprise 2.0 – Q&A from the KM World webcast Retrieved from https://blogs.oracle.com/webcenter/entry/realizing_the_benefits_of_ente
Koponen,J (2008). Enterprise 2.0 – Risks Retrieved from https://wiki.aalto.fi/display/Glostra/Enterprise+2.0+-+Risks