McKinsey's 'Business and Web 2.0' Report and the new Consulting Landscape

McKinsey's 'Business and Web 2.0' Report and the new Consulting Landscape

Summary: McKinsey, the venerable management consulting company, has produced their second piece of 'Web 2.0 in business' research this year.

SHARE:
TOPICS: Enterprise 2.0
4

McKinsey, the venerable management consulting company, has produced their second piece of 'Web 2.0 in business' research this year. This is arguably a sign of the rapid maturation of the 2.0 technology and associated (and I'd argue more important) change management sector: the pricey consulting company presumably smells money given their focus for their prospects and customers with this free (with login) information.

It's a solid and useful report, albeit a little definitively written given that it is essentially the results of an online survey they ran in June of this year which sixteen hundred and ninety five people responded to - not really a big effort given McKinsey's ubiquity worldwide...

More on the report in a moment, but first my thoughts on the 'Business and Web 2.0' consulting landscape. In the last couple of weeks two of the smartest Forrester analysts (Jeremiah Owyang and Ray Wang) left that company to join former Forrester analyst Charlene Li at the Altimeter Group, and the still-in-stealth-mode Dachis Group purchased UK and Australia based Headshift.

McKinsey have a long history in the management consulting world ('the industry and practice of helping organizations improve their performance, primarily through the analysis of existing business problems and development of plans for improvement' - wikipedia). Most of Enron's top management were McKinsey alumni and some blame the industry for aspects of the current economic crisis. This is one of the challenges of being a major player - you leave a trail through history.

Given the heft of large players like McKinsey, and to be fair also their historical global competitors, it is relatively easy for them to consume the innovation in the Enterprise 2.0/'Web 2.0 in Business' space and roll it up into their offerings.

There's a sea change in the way capitalism is emerging from the financial conflagration which is asking serious questions about the way things we got into the mess in the first place.

A new generation of informed and agile consulting is coalescing around the new technologies; these new companies aspire to break the old order and lead the way on how to extract value from rapid cultural and technological change for their clients.

Like Microsoft Sharepoint ('the Chrysler Sebring of software' as someone tweeted today), there's nothing disastrously (usually) wrong with the old order: plenty of people will pay handsomely for guidance from trusted software vendors and consultants going forward.

The bigger question - and the challenge for the new generation consultant community of which I am a part - is differentiating from these more conservative players to demonstrate greater business value. The DNA of older firms like McKinsey have 'old school' written large throughout, but the new game of identifying and delivering business value in specific 'Web 2.0 in business' context is rapidly changing what businesses seeking competitive advantage are looking for.

Having said this, the McKinsey 'Web 2.0 in business' report, which to be fair is their third yearly offering (In 2008, the survey received 1,988 responses; in 2007 it received 2,847 responses) is a solid, middle of the road effort, not unlike the Chrysler Sebring. In employee appraisal terms it 'meets expectations'...

Hitting the McKinsey report highlights, their findings

...demonstrate that success follows a “power curve distribution”—in other words, a small group of users accounts for the largest portion of the gains. According to our research, the 20 percent of users reporting the greatest satisfaction received 80 percent of the benefits. Drilling a bit deeper, we found that this 20 percent included 68 percent of the companies reporting the highest adoption rates for a range of Web 2.0 tools, 58 percent of the companies where use by employees was most widespread, and 82 percent of the respondents who claimed the highest levels of satisfaction from Web 2.0 use at their companies.

...While the evidence suggests that focused management improves Web 2.0 performance, there’s still a way to go before users become as satisfied with these technologies as they are with others. The top 20 percent of companies reached a performance score of only 35 percent (the score increased to 44 percent in the 2009 survey). When the same score methodology is applied to technologies that corporations had previously adopted, Web 2.0’s score is below the 57 percent for traditional corporate IT services, such as e-mail, and the 80 percent for mobile-communications services.

'Increasing speed of access to knowledge' for internal purposes, and also when working with external partners/suppliers tops the 'measurable gains' charts, while for customer related purposes (the social CRM space) increasing effectiveness of marketing leads in the third category.

Video sharing, then blogs lead the measurable benefit from using a given web 2.0 technology in the same categories. Rather than regurgitate the report in this truncated format I suggest digesting the six pages of tables and findings. They are broad but you may find them to be of value to your specific context in some cases...

Topic: Enterprise 2.0

About

Oliver Marks leads the Global Digital Enterprise Team at HP, having previously provided seasoned independent consulting guidance to companies on effective planning of business strategy, tactics, technology decisions, roll out and enduring use models that make best use of modern collaborative and social networking tools to achieve their business goals.

These are Oliver's views and not those of his employer HP.

Kick off your day with ZDNet's daily email newsletter. It's the freshest tech news and opinion, served hot. Get it.

Talkback

4 comments
Log in or register to join the discussion
  • New Business

    I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

    Patricia

    http://dataentryjob-s.com
    Patricia55
    • RE: McKinsey's 'Business and Web 2.0' Report and the new Consulting Landscape

      Reebok shoes are characterized by their durable nature and fashionable appearance. Reebok Zig Tich pleases your feet with the high-tech nature while Reebok EasyTone gives you a feeling of free because of its light nature.
      <a href="http://www.perfectreplicawatch.co.uk/replica-patek-philippe-c-130.html">patek philippe replica watches</a>
      biasedfans
  • louis vuitton outlet

    vsa<p><a href="http://www.gelvlouisvuittonoutlet.org" title="louis vuitton outlet"><strong>louis vuitton outlet</strong></a> leads you to bags collection of wide, such as LV bags and LV handbag etc. They are main name in luxury and style. It is excellent quality, fine Italian technology and extraordinary beauty.<a href="http://www.gelvlouisvuittonoutlet.org" title="louis vuitton online"><strong>louis vuitton online</strong></a> as a professional LV Earrings online supplier, we have enjoyed the fullest respect for our in-time delivery, moderated price and superior quality.</p>

    <p>The choices are likely to be basically countless seeing that <a href="http://www.golvlouisvuittonbags.com" title="louis vuitton outlet"><strong>louis vuitton outlet</strong></a> occurs with the help of completely new and also incredible concepts once in a while.Carry these <a href="http://www.golvlouisvuittonbags.com" title="louis vuitton purses"><strong>louis vuitton purses</strong></a> of slouched styles with all your laidback looks this season and beyond.?It's the time to treat yourself now.</p>

    <p>any <a href="http://www.illouisvuittonoutlet.com" title="louis vuitton outlet"><strong>louis vuitton outlet</strong></a> New backpack features usa a function grownup overall look. Varied piece allows that it is captivated me within the approve and also further than your body.LV has been the symbol of fashion and nobility for quite a long time. The <a href="http://www.illouisvuittonoutlet.com" title="louis vuitton online"><strong>louis vuitton online</strong></a> shop has become so famous all around the world recently.<a href="http://www.illouisvuittonoutlet.com" title="louis vuitton outlet online"><strong>louis vuitton outlet online</strong></a> Cupertino M56398 is manufactured out of monogram Canvas,natural cowhide clippings along with elaborate tissage cells lining cause it to be quite specific.</p>

    <p>LV bags in the <a href="http://www.iulouisvuittonoutlet.net" title="louis vuitton outlet"><strong>louis vuitton outlet</strong></a> are a feminine update on an urban classic. With plenty of room for all of your essentials this covetable carryall will take you through the weekend in style.If you feel more and more online shopping department store thinned Market,then do a local version of their own. When the gradual opening of <a href="http://www.iulouisvuittonoutlet.net" title="louis vuitton outlet online"><strong>louis vuitton outlet online</strong></a>. Public will be increasingly in popularity.<a href="http://www.iulouisvuittonoutlet.net" title="louis vuitton online"><strong>louis vuitton online</strong></a> shop sounds like a melody to most people all over the world. It is apparent to us all that Louis Vuitton has enjoyed its global prevalent selling for ages.</p>

    <p>Almost no one can resist the temptation of LV Bags.There established many online <a href="http://www.llouisvuittonoutlet.org" title="louis vuitton outlet"><strong>louis vuitton outlet</strong></a> recently with the aim of making people's shopping more convenient.Is without a doubt <a href="http://www.llouisvuittonoutlet.org" title="louis vuitton online"><strong>louis vuitton online</strong></a> seriously is present? Is it possible to offer an outlet designed for Louis Vuitton merchandise speaks out?</p>

    <p>This collection focus more on color selection compared with other LV handbags. Cute and sunshine design style increases its charm. <a href="http://www.louisvuitton-outletonline.info" title="louis vuitton outlet online"><strong>louis vuitton outlet online</strong></a> provides you the very famous luxury worldwide brand.Here is a world of <a href="http://www.louisvuitton-outletonline.info" title="louis vuitton outlet"><strong>louis vuitton outlet</strong></a> where you can find all kinds of new style and fashion Louis Vuitton bags. We really want to lead the trend and let our customer in the pursuit of luxury and fashion, satisfied the needs of customers.<a href="http://www.louisvuitton-outletonline.info" title="louis vuitton online"><strong>louis vuitton online</strong></a> shop sounds like a melody to most people all over the world. It is apparent to us all that Louis Vuitton has enjoyed its global prevalent selling for ages.</p>
    factoryoutlet
  • coach outlet

    dadwev<p><a href="http://www.coachfactorystoreoutlete.net" title="coach factory outlet"><strong>coach factory outlet</strong></a> offers you the modern and very comfortable coach bags. Since many women often do not know things and are daily buses to challenge their handbags handbag, also comprehensive.products of <a href="http://www.coachfactorystoreoutlete.net" title="coach factory store"><strong>coach factory store</strong></a> as well as can easily hand bags, mens totes, internet business bags, luggage, wallets, and also regularly produce unique set increased coach clutches model effect.You will easily notice the unfold zippers of this <a href="http://www.coachfactorystoreoutlete.net" title="coach factory outlet store"><strong>coach factory outlet store</strong></a>. That is the decoration. There are some inside pockets for you as well. They are easy to match your clothes and to carry.Many fashionable women match with practical Coach Purses which will make the street shopping become relaxed,and make every person can enjoy more diversiform combination in <a href="http://www.coachfactorystoreoutlete.net" title="coach factory outlet online"><strong>coach factory outlet online</strong></a>.</p>

    <p>Attention! <a href="http://www.godocoachoutlet.org" title="coach outlet"><strong>coach outlet</strong></a> is offering new products at favorable prices for August. Brighter colors, finer looks and newer designs, all bring you a whole new summer.The <a href="http://www.godocoachoutlet.org" title="coach factory outlet"><strong>coach factory outlet</strong></a> has been in business for many years. You can log in to find more information about its products and services.There are some practical and beautiful items for sale at <a href="http://www.godocoachoutlet.org" title="coach factory outlet online"><strong>coach factory outlet online</strong></a> for your selection. Do not miss it and have one for a try.</p>

    <p>If you do not know design can be the most fashionable this fall, consider a glance on <a href="http://www.coachfactoryonlines.net" title="coach factory outlet"><strong>coach factory outlet</strong></a>! This summer, you have a wide range of options, because there are numerous designs, you can find from.Attention! <a href="http://www.coachfactoryonlines.net" title="coach outlet"><strong>coach outlet</strong></a> is offering new products at favorable prices for August. Brighter colors, finer looks and newer designs, all bring you a whole new summer.<a href="http://www.coachfactoryonlines.net" title="coach factory"><strong>coach factory</strong></a> Outlet are leading the international market all the time, because men and women choose to buy these Coach Products to use for leisure, work or travel than any other designer brands.Each and every woman wants to possess a coach bag. <a href="http://www.coachfactoryonlines.net" title="coach factory outlet online"><strong>coach factory outlet online</strong></a> This brand of handbags will not price you a great deal of cash.</p>

    <p>On establishing contact with a <a href="http://www.coachhoutlet.com" title="coach outlet"><strong>coach outlet</strong></a> hire agency, a few clarifications would need to be put to rest prior to working out a deal.Modern designs and faddish shapes make Coach products enjoy high reputations around the world. <a href="http://www.coachhoutlet.com" title="coach factory outlet"><strong>coach factory outlet</strong></a> a shopping place just for you.<a href="http://www.coachhoutlet.com" title="coach factory"><strong>coach factory</strong></a> not only supply with the highest quality crystal at reasonable price but also provide good after-sales service. Companies operating purposes: science and technology in order to survive, credibility and development, strict quality control.There are some practical and beautiful items for sale at? <a href="http://www.coachhoutlet.com" title="coach factory outlet online"><strong>coach factory outlet online</strong></a> for your selection. Do not miss it and have one for a try.</p>

    <p><a href="http://www.coachhoutlet.net" title="coach outlet"><strong>coach outlet</strong></a> has become a popular shopping experience for consumers around the world, and a desirable distribution channel for manufacturer's and retailers.Coach is a leading American designer and maker of luxury lifestyle handbags and accessories.There is no doubt that here <a href="http://www.coachhoutlet.net" title="coach factory outlet"><strong>coach factory outlet</strong></a> is the exact place you should visit.There are different kinds of crossbody bags within marketplace nowadays. Even so it is not possible to beat the timeless design jointly with traditional elegance of the Bags at the <a href="http://www.coachhoutlet.net" title="coach factory outlet online"><strong>coach factory outlet online</strong></a>.After graduating from university, my cousin came back to my hometown from USA last month. She told me that <a href="http://www.coachhoutlet.net" title="coach outlet store"><strong>coach outlet store</strong></a> is very popular among her classmate.</p>

    <p><a href="http://www.coachoutletonlinee.net" title="coach outlet online"><strong>coach outlet online</strong></a> is your smart choice when you want to get the discount Coach accessory. You can find the exact Coach Bags and other accessory you want at a low price that's right for you. My dear friends, let the <a href="http://www.coachoutletonlinee.net" title="coach outlet online"><strong>coach outlet online</strong></a> pave your way into the world of high fashion with their ultimate fashion factory.<a href="http://www.coachoutletonlinee.net" title="coach outlet"><strong>coach outlet</strong></a> handbags You can not just save your cash but also your time inside a convenient way to obtain the exact same bags product and do not be concerned the shippment of one's products.If you desire to go to <a href="http://www.coachoutletonlinee.net" title="coach factory outlet"><strong>coach factory outlet</strong></a>, but have no idea in which to go, you can research online. It is no doubt that there is drastically information and details about it for the reference.Tens of millions of girls all more than the world feel that Coach Classic C Tote Bag Beige really are a needed accessory. <a href="http://www.coachoutletonlinee.net" title="coach factory"><strong>coach factory</strong></a> outlet provides you the most common designer handbag with many discounts.</p>

    <p><a href="http://www.coachfactorysoutlets.com" title="coach factory outlet"><strong>coach factory outlet</strong></a> has a big heart and a healthy appetite, and a wicked swing with a chainsaw. After a knee injury ended his career as a defensive lineman in college, Coach salvaged his Physical Education degree(barely)and landed a job teaching health at the local high school in his hometown of Savannah.<a href="http://www.coachfactorysoutlets.com" title="coach outlet"><strong>coach outlet</strong></a> handbags's special design and fashion is certainly and so eye-catching, I hope you are able to get much more attention towards the Cheap Coach Crossbody.Are you searching for a cool and stylish coach bag? The <a href="http://www.coachfactorysoutlets.com" title="coach factory outlet online"><strong>coach factory outlet online</strong></a> Online is your first priority.Here's your new way to look sophisticated styles. Carry the hot <a href="http://www.coachfactorysoutlets.com" title="coach factory outlet store"><strong>coach factory outlet store</strong></a> of this summer and be the true trendsetter!</p>

    <p>customers are not only interested in handbags and purses, but also fond of?shoes and jewelry which is sold at the <a href="http://www.coachoutletsstoree.com" title="coach outlet"><strong>coach outlet</strong></a>.Mainly because products are rattling straight forward, locomotion, to see our own elements connected with <a href="http://www.coachoutletsstoree.com" title="coach factory outlet"><strong>coach factory outlet</strong></a> you can actually just make an effort to accomplish without this.There are some practical and beautiful items for sale at? <a href="http://www.coachoutletsstoree.com" title="coach factory outlet online"><strong>coach factory outlet online</strong></a> for your selection. Do not miss it and have one for a try.</p>
    factoryoutlet