Rise of the networked enterprise

“McKinsey’s new survey research finds that companies using the Web intensively gain greater market share and higher margins…

“A new class of company is emerging — one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers. We call this new kind of company the networked enterprise.

“Results from our analysis of proprietary survey data show that the Web 2.0 use of these companies is significantly improving their reported performance. In fact, our data show that fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways.”

Content management equals continuous improvement

“Managing content can yield enormous rewards, but it requires a continuous improvement model….

“I know of a hugely successful website where changes are made several times a day. I know of another website that has achieved four times the industry average in lead generation because of a continuous improvement model. In fact, I can’t think of a successful website I’ve dealt with over the years that hasn’t had a continuous improvement management model….

“Properly managed, content has fabulous potential to deliver value. But too many organizations treat their website like a coalmine when they should be managing it like a goldmine. As web professionals we must continue to build the business case for the investment in a continuous improvement model. The value is unquestionably there.”

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