The Use of Enterprise 2.0 in Action !!!

The emergence of new technologies affects the traditional work process and the way workers interact with each other within/across organisations. This also includes building brands’ identities and customers’ relationships. With the rapid growth of social technologies, many of them such Wikipedia and WordPress provide better solution features than those of what companies tried to achieve in the past (e.g. sharing and creating group contents across branches, authorship, collaboration). This gives companies to have more options in which they can bring the potential of their employees to maximize the productivity as driving the organisational performance to reach their targeted goals.

Lots of companies have been succeeded in utilising Enterprise 2.0 methodologies with their own businesses. To bring up case examples, I decide to choose 2 organisations and discuss them in relation to the Wikinomics business models (Peering, Being Open, Sharing and Acting Global).

Red Bull (Energy drink):

Illust. by Sarun Y.

Illust. by Sarun Y.

In 2012, Red Bull launched its new project ‘Red Bull Stratos’ with the use of its published website, Facebook and Twitter. It was a space diving project that considered to help in promoting the brand and benefiting the scientific research in parachute systems’ development.

  • Peering – The project produced value by collaborating and getting scientists involved as parts of the research project.

  • Being Open – All of the following project contents considered to be entirely viewed as public contents where everyone allows to comment or share them.

  • Sharing – Red Bull decided to share its content in the form of high-quality images and video clips to engage their audiences within its theme concept of lifestyle.

  • Acting Global – The company successfully introduced an innovative way of producing the marketing content and globally promoted it across social network. This included the way that Red Bull intended to give comment/post about admiration for the athletes rather than discussing its own products.

McDonald (Fast food):

Illust. by Sarun Y.

Illust. by Sarun Y.

As being a part of the fast food chains, McDonald wanted to change how people think of its nutrition’s perception through the campaign ‘McDonald’s Nutrition Network’ in 2012.  The program was conducted and influenced bloggers, a dietitian and social media to help McDonald spreading the word to change the consumers’ minds as well as promoting nutrition and responsible eating choices to the communities.

  • Peering – The campaign engaged both internal and external audiences (especially parents) and let them collaborating and building their consumers’ communities.

  • Being Open – McDonald blurred the boundaries between producers and consumers. The campaign intended to make nutritional information being more accessible in the community as well as helping customers with their nutrition-minded choices.

  • Sharing – McDonald engaged the community by making its program to be educational for its consumers upon knowledge/story sharing within related nutritions’ context (e.g. health strategies, nutrition’s awareness).

  • Acting Global – The following program considered to be a challenge. By adding its value to community, McDonald was able to reach its goal in which it gained large numbers of the campaign participants and media hits.

According to the given case examples, Enterprise 2.0 has the potential to bring both the practices of knowledge work and its outputs more visible. The way that companies apply the use of these technologies can create opportunities and make them becoming unique among their competitors.


About Sarun Y.

A Thai student who continues his master degree in IT at Queensland University of Technology (Brisbane). Love drawing and think it as another effective way to convey the message to his audiences.


  1. Chiugo

    The best thing about this post is the illustrations…so creative,very nice…McDonald has healthy choices now?interesting..

    • Hi Chiugo,
      In relating to what I have mentioned for the McDonald campaign, we can see on how Enterprise 2.0 makes use of social technologies and creates impact to the public groups of consumers. This causes some changes for not only the marketing strategy of the company but also the way people think about it. About the illustrations, their concepts are came from the part where I try to make them relating to the way I blog and the way I think about chosen topics. Thank you for your visit and compliment, Chiugo 🙂

      • Chiugo

        If you don’t mind, what tool did you use to create the illustrations?really impressed by the simplicity of it.

      • About the illust. tool, I use just a simple tool like ‘Paint’ (the default one from Windows) for drawing the image. It can be any type of drawing tools. The rest of the work depends on your imagination on how you would like it to be :).

  2. First of all, very impressive drawing! I love them! Further, as I know, McDonald did a “open day” on a regular basis, which let selected customers to visit their factories, watch their manufacturing line, and hit the operation behind the screen. They record all these and post online. I thought its relates to openness in some kind as well 🙂

    • Hi Chuan,
      Yes, I think the way that McDonald let its customers visiting the behind screen process ( is another way of being open. Also, this considered to be a risky option for the company in the way that it exposes some of its business processes to the customers. In return of doing this, it is where the company builds the bond with customers as well as gaining their trusts and loyalties. I think what you have mentioned in your comment really adds more depth into my post. Thank you for compliment and extra information that you brought into your comment, Chuan :).

  3. Good examples, I also like your artistic twist to your blog.

  4. I’m guessing you enjoy eating MCDonalds and drinking Red Bull?

    Do you believe that these companies have necessarily grown on a larger scale because of their Web 2.0 presence? I personally think that places such as McDonalds have really been riding the coat tails of their product success, with it coming down to the fact that people like the taste of their food. Do you think they intended to improve their Web 2.0 image through the Nutrition Network or just dissuade the idea that all of their food is unhealthy?

    • Hi Adam,
      I think it depends on the companies for whether they want to push further in building their digital presence or limit themselves in some points that suit them. In my view, it might be difficult for both companies to investigate on how the customers respond to their products/services through their traditional ways (e.g. sending emails from their static websites, doing surveys). With the use of social technologies, this creates an alternative channel where the companies can get in touch with their customers quicker than what they did in the past. The customers can also provide their feedback or share their stories to the following channel. This is where suggestions/comments will be applied to their services/products as improving the consumers’ experience. With the point of using Web2.0 to improve the company’s image or promote self awareness for the customers, I think it is up to how the company would like its marketing content to be. Thank you for your input questions, Adam :). They really made me to think in both views of consumers and producers also.

      Note: I rarely drink Red Bull. For McDonalds, it depends on the promotion.

  5. Hi Sarun
    Nice post! You know I thought I knew my favourite fast food chain – but I have never heard about McDonald’s initiative of engaging in nutrition in the case you presents. I know they sponsor different kinds of children’s sports clubs and children’s hospital but this one was new to me. I guess I think it is a bit funny… McDonald’s promoting itself as the big nutrition guru but as you prove in your post the initiatives seems to be working! Btw I LOVE your illustrations and really think they give your blog a personal touch + you don’t have to worry about copyrights 🙂
    Great job! Cheers, Lise

    • Hi Lise,
      By getting a chance to do the research for this blog post, I have to say that the following McDonald’s campaign really makes me surprised as well. From this, we can see that the use of crowdsourcing with social technologies really has great impact in changing the way people think of the mentioned subject. I think that the level of the impact might depend on how the organisations shape their marketing content to their targeted audiences. By the way, your McDonald’s case ( is interesting too, and it is another successful one among its campaigns out there. About the illustrations on my blog, I agree on what you have mentioned, especially the copyrights. Thank you for your feedback, Lise 🙂

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