Enterprise 2.0 is on Fire.

When someone talks about Web 2.0 and its possible implementation, what will you think about its uses for today’s businesses? Yes, it is much critical in nowadays as most of us are just using the Internet, but few of us are acting as a regular blogger or wiki-inputer. Thus, within Enterprise 2.0: The Dawn of Emergent Collaboration, there are six components are introduced to readers, which are Search, Links, Authoring, Tags, Extensions, and Signals (SLATES). Further, it should be noticed that, Wikinomics business models suggests there are four basic principles acts as central concepts of wikinomics of Enterprise. They are Peering, Openness, Sharing, and Acting Globally.

As I have already experimented with some social technology tools. I am here would like to talk about other two companies (based on weekly requirement) which are either using Web 2.0 to achieve their objectives, or applying Enterprise 2.0 principles as an important method.


ASOS first launched in 2000, after 12 years expansion, it is now the third largest online-only retailers in UK. ASOS has over 2000 employees, more than 7 different languages associated websites and two international offices. And its revenue in 2012 was more than £515.72 million! Obviously, ASOS gains a huge success, when we look deeper into its history and try to analysis their features, we could better gain more understanding and learning.

1. Fashion Blog and ASOS Magazine

ASOS runs a fashion blog with articles of celebrities and entertainment. And it should be noticed that ASOS links relevant items within these posts to their retail website. This is similar with Asos Magazine. People could read the magazine online and it is also linked all items to its webpage. Hence, when visitors found anything interesting in the blog, they could directly click these items and found ASOS website to buy it and keep it. Linking seems direct the whole activities and ASOS is particularly doing well in use this technology to gain more potential profits.


2. ASOS mobile, iphone and ipad app

It is important that an internet based website could follow up all new welcomed technologies to enhance its consumer experience. Up-to-dated Information Technology boosts user experience in a dramatic way, a good adaption is the key for an organization to control the target market under Enterprise 2.0 environment.

3. ASOS Life community

The site contains posts from members of employees, and a help forum that let customers to answer each other’s questions. In addition, it also permits them to submit suggestions for site improvements in a submission cart and they can rate each other’s suggestions as well. This is such more than an openness principle for ASOS to hearing others, and adoption of authoring also encourage people to be involved.


I would like to say Pinterest is a SNS of “photo bookmark”. Maybe not everyone are using Pinterest, so a little introduce of this first. Well, every user has their own pinboards, which can share with others and manage. While they found something freshly through a website and want to record on their pinboard, they could “pin it”, or they could “repin it” from others’ pinboard to theirs. During these activities, the original website of the image is stored along with it, so viewers could easily to access original website simply by a click.

Pinterest was found on 2010, and according to Reuters, till Feb 2013, there are more than 48.7 million users globally. And at the 2012 Webby Awards, Pinterest won best social media app and best functioning visual design.

So, what are the specials that push them to make such well attention? Well, as observed, it is important that easy functions attract large groups of people. Users can choose to share others’ images or make their own pin, it is much welcomed today that an image could be “re-traced” and original information (original website ) stored. Thus, it is quite pleased to find that people act globally and really enjoy this simple “pin” function. Further, all those “pin” and “re-pin” activities are supported by linking, tagging, and also do recommendations supported by extensions, which makes simple function generates larger attractions.


At last, these two examples of organization let me think that Enterprise 2.0 is not just technology or principle, it should be also recognized as engagement. When both organizer and users are engaging into Enterprise 2.0 through sorts of technology of social media, they could be well played in helping business doing much smoother under today’s Internet environment.  They are not compulsories, but they are essentials or shortcuts to hit better performance. So, maybe we can say that, Enterprise 2.0 is significant and should be noticed as fire which is ligten worldwide.

on fire

Ps, I would like to introduce one of ANDREW MCAFEE’s blog posts, which I found is quite helpful to think deeper. The post is related to SLATES’s last component, called The Signal Core.

Thanks for reading,



9 thoughts on “Enterprise 2.0 is on Fire.

  1. Hi Chuan,
    The relevant items’ links that you have mentioned in the first section of the ASOS case study reminds me of the Amazon’s product recommend feature. The following feature is acted like if you interest in this product, you might also interest in other related groups of products as well. By reading the ASOS case through your post, I think that ASOS really makes it smart move in expanding ranges of its market, especially the use of its own blog and its online magazine in promoting its products. By providing forums and mobile applications, customers can easily reach and get in touch with their favourite companies. For Pinterest case, I agreed with the point that you have made about the simplicity of its functions. The ease of use is indeed another serious issue for why people give up and switch to alternatives for either products or services. Thank you for providing an extra reading. I believe that ‘signal’ is another important component for Enterprise 2.0 technology.

    Nice post, Chuan 🙂

    • Yes, and similar with Amazon, ASOS also got such “recommendation” through the retailer website. I thought these are a kind of widely used linking and extension principle.

      Glad you enjoy the additional reading 😉

      As Jason said, have a great EKKA week :p

  2. Very nice post, spot on your points about ASOS. And although I’m not very familiar to Pinterest, I actually use instagram haha
    very nice points and concise. i have no negative critiques 🙂

    • Thank you Marc, I used Instagram as well. Recently, felt in love with Pinterest, lol. Maybe because its more than 80% of users are female, thus, there must has a reason driving me crazy..hahaha

  3. Pingback: Enterprise 2.0 ground rules | tom scott

  4. In terms of Pinterest I would class it as a Web 2.0 technology rather than an enterprise using Web 2.0. It is a social network that can be utilised by companies for many purposes.

    These include:
    Promoting products to establish brands and back links to your website.
    Engaging customers through the pinning of your images to boards as well as pinning images that customers upload.
    For students blogging about subjects 😉 – a new way or reaching a greater audience.
    Employees of companies collaborating about topics within boards.

    It is a great tool for visually displaying information and should be used part of an online presence of any business. Check out my blog to see possibly too many social network links at the top of my site. Click my name or visit swi.ac

    • Thank you Tom,

      I totally understand your point of view that Pinterest as a platform could provide huge benefits for other business/people to expand their activities/objectives. In the post, I am trying to figure it out how Pinterest itself uses Web 2.0 to maximum their success and how they apply the Enterprise 2.0 techniques in their operation. I think these do not have any contrast but we stand on different sides of fact.

      Thanks again for your whole comments, and I will visit your blog soon. Ta!


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