According to How Businesses are Using Web 2.0, McKinsey Report, in 2007 these were the popular Web technology trends in business:
- Collective intelligence
- Peer to peer
- RSS feeds
- Social networking
By 2008 these trends were on the rise:
But that was 4 years ago, so where are we now?
I suspect that since 2008 social networking and blogging have gained significant ground over RSS feeds and wikis. I also wonder if the use of collective intelligence has increased?
So, I did a little digging and found the McKinsey Business and Web 2.0 Interactive Feature that compares data collected from 2007-2011. The changes were pretty interesting!
In 2011, the top 3 technologies in use by businesses were:
- Social networking: 50%
- Blogging: 41%
- Video sharing: 38%
Wikis are primarily used to manage internal knowledge and for developing products. The top 3 technologies used to enhanced company culture and foster collaboration are blogging, social networking a close second, and video sharing. Social networking is the technology leader for recruitment.
Social networking and blogging lead the way in technologies used for customers. These are most heavily used for marketing, gathering insights, letting customers interact with each other, and acquiring new customers.
Again, social networking is by far the number one technology businesses with partners to achieve better integration with suppliers, lower purchase costs, develop products, and solve problems.
The Next Five Years
Reading the stats from the 2011 report and comparing not only the technology use but how those tools are used, and the increase in the tools available show just how rapidly technology has expanded in the past four years.
So what are the next big trends in technology? Microblogging (Twitter) is on the rise. What about collective intelligence? Starbucks recently implemented their “Ideas in Action” campaign where customers can submit ideas to company via a community site. The 2012 Horizon Report shows that web tools like mobile apps, gaming, and gesture computing will emerge as game changes in the next one to five years. Will these appear on the next McKinsey report?
After reading the 10 Trends: A Study of Senior Executives’ Views on the Future, I wonder how these emerging leadership trends will effect the growth of technology in business? We already see CEOs using Twitter and blogging. How will leaders be reaching employees and customers in the next five years?
How Businesses are Using Web 2.0, McKinsey Report. https://www.mckinseyquarterly.com/How_businesses_are_using_Web_20_A_McKinsey_Global_Survey_1913
How Businesses are Using Web 2.0, McKinsey Report – one year later (2008). http://www.clappingtrees.com/archives/2008/08/mckinsey-how-businesses-are-using-web-20-one-year-later/
Businesses and Web 2.0: An Interactive Feature. https://www.mckinseyquarterly.com/Business_and_Web_20_An_interactive_feature_2431
Criswell, Corey and Andre Martin. 10 Trends: A Study of Senior Executives’ Views on the Future. 2007 Center for Creative Leadership.
Johnson, L., Adams, S., and Cummins, M. (2012).
The NMC Horizon Report: 2012 Higher Education Edition. Austin, Texas:
The New Media Consortium