Enterprise 2.0 in Action

7 08 2010

What is enterprise 2.0
In our highly competitive global economy, businesses are striving to be on top of each other. Today, Enterprise 2.0 is a rapidly growing hype for many businesses. It is an ingenious integration of web 2.0 technologies being utilized in a business environment. It revolutionized a dramatic change to many CIO’s philosophy about IT. Instead of having a single trend taking the lead in corporate computing, Enterprise 2.0 employs all of these new technologies and models (Rangaswami, 2006). In order to fully understand its principles, let’s take a closer look at how a company is implementing it.
Using Web 2.0
Old SpiceOld Spice products were founded in 1934 by a company called Shulton. It has a range of fragrant products ranging from body wash, aftershave, deodorant, perfumes, and more (Khan, 2009). The products were a hit back then and was mainly targeted at older men with “experience” (Experience Is Everything Commercial). However, Old Spice needed a way to boost its market for younger men and women. So they turned to social media and rapidly utilized all of the web 2.0 tools like, YouTube, Facebook, Yahoo and Twitter. Already, the Old Spice YouTube channel has 75 million total upload views.
One of the most popular Old Spice commercials (featuring ex-football player Isaiah Mustafa):

Check out his fan pages:
youtubelogomini facebook-logo Twitter logo
Business Model
As a result of its new and trendy commercials, the Old Spice that made people think of that old guy down the street is once again a “cool” brand to have. Furthermore, they were being open to allow customers to participate via Facebook, Yahoo and Twitter to generate ideas. They even allowed customers to send silly questions such as “How do I get women to stop chasing me after I use Old Spice body wash?” And Mustafa would normally video-reply them on YouTube with humorous answers (Bradley, 2010).
It’s all about getting the customers input.
Overall, the company learned that it’s important to provide some control to their customers. Traditionally, commercials would normally take months or even years to complete. However, by leveraging the collective intelligence of their customers’ input, Old Spice was able to produce a more successful commercial than ever before (Gaudin, 2010).

  • Bradley, T. 2010. Old Spice Man: Campaign Your Marketing Could Look Like
  • Gaudin, S. 2010. Old Spice Smells Like Social Media Success
  • Khan, R. 2009. Old Spice History
  • Rangaswami, M. R. 2006. The Birth of Enterprise 2.0
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