Avenue A | Razorfish has put together a very compelling and informative slideshow of their venture into Enterprise 2.0. According to Advertising Age Avenue A | Razorfish is the largest interactive advertising agency in the US. They have 19 offices and 1,900 employees around the world.
Here’s what I most appreciated from their story.
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A very systematic approach to the problem, objective, solution and implementation
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Groups used the tools in unpredictablely effective ways
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Security mainly enforced with typical enterprise security mechanisms (Active Directory, VPN – firewall)
“Once security is enforced, radical freedom”
- Put together what looks like a fantastically integrated suite of tools with a very small group of developers (1 part time senior tech, 2 interns – no PM or CMS)
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Their bottom line:“We can work faster and more effectively”
Andrew McAfee, Associate Professor at Harvard Business School, dedicated one of his Enteprise 2.0 case studies to Avenue A | Razorfish’s implementation. He comments:
“…their E2.0 Intranet is a really nice piece of work. I’m relieved that we finally have a clear case study of deep penetration of Enterprise 2.0 technologies across a sizable company. And I’m optimistic that this example is a harbinger of things to come. “
Usage: Wikis, blogs, tagging, interactive project pages, profiles, RSS, bookmarking, imbedded google maps, user ratings
Their Advice:
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Keep it light: Let people want to use the wiki
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Encourage humour
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Appoint wikivangelists
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Bring in a creative designer early
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Consider using WYSIWYG for editing rather WikiText
Who Says:
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Andrew McAfee, Associate Professor at Harvard Business School
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Gartner Case Study: “Avenue A | Razorfish Wiki Shows Business Value of IT Consumerization“
Thanks to Jeremy Thomas for his post on the new slideshare from Avenue A | Razorfish.
