For Technology Marketing Professionals

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	April 28, 2010 Business Web 2.0 Buyer Profile: 2010 Web 2.0 Technologies Find Internal And External Roles In Firms by TJ Keitt with Peter Burris, Madiha Ashour

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Executive Summary

Business leader interest in Web 2.0 technologies has led software vendors of all stripes to add social layers to their applications. Sixty-five percent of firms have adopted at least one Web 2.0 technology, but businesses are focusing on a subset of tools — wikis, discussion forums, and blogs. How are they using these tools? While there are many internal and external uses, businesses have zeroed in on information capture and dissemination. In light of this, marketers should position these technologies to address specific business processes in order to gain business leader and information worker buy-in.

TABLE OF CONTENTS

• Businesses Seek To Leverage Web 2.0 For Internal And External Use

RECOMMENDATIONS

• Position Web 2.0 Tools As An Integral Part Of Established Business Processes
• Supplemental Material
• Related Research Documents

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