How 69% of companies are benefiting from Web 2.0

Sometimes, the guidance of an influential organisation can be critical in promoting the adoption of news tools, technologies and techniques. I wonder if this will happen following the publication in the latest McKinsey Quarterly of an article, How companies are benefiting from Web 2.0: McKinsey Global Survey Results (registration (free) required to view full article), saying:

… 69 percent of respondents report that their companies have gained measurable business benefits, including more innovative products and services, more effective marketing, better access to knowledge, lower cost of doing business, and higher revenues. Companies that made greater use of the technologies, the results show, report even greater benefits. … We found that successful companies not only tightly integrate Web 2.0 technologies with the work flows of their employees but also create a “networked company,” linking themselves with customers and suppliers through the use of Web 2.0 tools.

The survey, undertaken in June 2009, draws on 1695 respondents across industries, regions and functional specialities, and the resulting article makes very interesting reading. However, what I really liked was McKinsey’s application of technology to provide an interactive microsite which you can use to produce different views of the data. For example, I could drag and drop to rank the technologies by order of popularity (shown above) , or look at how technologies were being applied for different purposes (for example: for acquiring new customers, improving customer service, developing products, etc).

Apparently, this archive will be updated annually so that we will be able to see how businesses evolve in their use of and satisfaction with Web 2.0. And so that you can keep up-to-date with its views on applying Web 2.0 technology to business, McKinsey practices what it preaches here too: you can follow the McKinsey Quarterly on Twitter and read McKinsey’s new blog, Perspectives on Business Technology.

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