Jeremiah Owyang, a leading social media thinker at Forrester, took some time with me to share observations about the state of practice and the future of enterprise 2.0.A few highlights:
Jeremiah recently found that 53% of surveyed marketers are going to increase spending on social media, despite the downturn. Companies are starting to think about the extended enterprise: "People will begin to connect more with colleagues outside the comany, and get work done with them."
He quoted John Schwartz who predicted that firewalls would be extinct in the near future. Legal, personal, and true secrets may be locked down, but more and more people will be using open solutions.
Jeremiah maintains that crowdsourcing support, and other functions, will be a fruitful area. If he were still the intranet manager at Fujitsu, a former role for him, he'd be looking at that now.
Looking at Forrester itself, Jeremiah revealed that only 18% of the company is active in one project, the in house use of Yammer as a microstreaming platform. They are seeing good productivity paybacks from remaining connected, asking questions, and getting responses in real-time. Still, it will take a while to get real support from senior management.
Regarding microstreaming (Yammer, et al), Jeremiah thinks they are more natural to business people than blogs. He very naturally transitioned from that into a discussion about mobility and presence, which I have long considered the killer aspect of IM. He seems to think it is a killer side of microstreaming apps, as well.
The speed of social technologies adoption has been enormously fast, and will become ubiquitous in five years, and in ten years, we won't use the term Enterprise 2.0 anymore.
I found Jeremiah's naming names of products to be quite exceptional: generally specific products haven't been mentioned much. Notably, the ones we hear the most are Twitter and Yammer.The entire experience with Jeremiah was informative, and I certainly plan to speak with him again, as we develop some deeper analysis of the sector, to get his feedback.
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