Congratulations to Fianna Fail on their new website. Engaging with Joe Rospars (the web2.0 man behind Preisdent Obama’s campaign) was the right call. Fianna Fail, as the party in government, needs to use all tools at their disposal to get their message across – to persuade all of us to sign up for the tough medicine required. The site references their presence in Youtube, Facebook and Twitter.
I guess it's not surprising in the current difficult times that companies are looking to turn their pilots into solutions. After all part of the attraction of web 2.0 is the limited capital investment required – much of it is built on previously deployed infrastructure.
We have deployed several web 2.0 solutions. However the answer is, not surprisingly, shortcuts do not work. The capital outlay (including the initial services bill) may not be significant – but enterprise solutions only succeed where the company makes the commitment in terms of promotion, support, training, determination to put web 2.0 at the centre of some/all business processes.
Pilots are very different to enterprise wide deployments. They are there to provide a proof of concept, assist in marketing change in the organisation, figure out the detail of what will be required. But a pilot does not an enterprise solution make. Enterprise wide solutions, which aim to be critical to a business, need to be planned, configured, integrated, deployed, supported like enterprise solutions.
Sorry – the shortcuts don't work. That is not to say that clever planning, the right applications, etc cannot lead to faster, more effective deployment. But the hard work still has to be done.
Michael Indonopulos makes the point well in his recent blog. McKinsey's recent review of 50 web 2.0 deployments echoes all of this. I would support both sets of analysis.
Web 2.0 has changed the rules. The traditional engagement with the PR agency – formal and slow – does not work in an environment where the corporate and and the customer may already be interacting via blogs, bebo, facebook, whatever. And if the corporate is not part of this well perhaps the consumers are dialoging about the corporate using Twitter.
Yet getting th PR right is no less important. But the process needs to be facilitated and managed in a different way.
Neil O'Gorman's piece in the Sunday Business Post today addresses the issue.