Enterprise 2.0 on the move: Cultivating Innovation

The Brisbane airport is a hive of web 2.0 potential. You have untold numbers of commuters armed to the teeth with the latest technology sitting there through all hours of the day and night with little to do, except wait, wait, and wait some more. A paradigm shift… What if there was a way that these commuters could be rewarded for having fun and being productive at the same time?

Enter enterprise 2.0

Evan Futterman explains that “Trends and development in airport design is big business” 

Consider this:

Who guides these trends that lead to developments?

How do we discover what people want to see introduced in airports?

Can you get direct and honest input from users of a service without spending a fortune?

How about providing commuters with a sense of ownership?

What about creating a space where the airport community can contribute as one entity, even if only for a very brief period of time?

What if there was an airport space that could only be accessed via the airport wi-fi, for people at the airport, in the airport, and those people only.











Enter “Our Airport”


“Our Airport” could be a blogging style environment where users are able to login, create profiles, comment on the posts of others, and write posts themselves. On return visits to the airport commuters could login to the same profile and build on their airport identities. Frequent travellers would love this, especially people who have to travel interestate weekly for work.

What about motivation to participate?

Status Points: Users would have a chance to earn status points by contributing to the airport environment in a constructive way, This would encourage users to blog quality only as a set number of status points are awarded per post (between 1 and 100) depending on level of insight and quality identified by airport moderators.

User Comfort: Free lunches, drinks, lollies and admission to massage chairs are given away every half hour, on the half hour to a logged in “Our Aiport” user. This is totally random, so even if users feel that they don’t have anything of quality to contribute; reading the posts of others and just immersing themselves in the environment is enough.

Quality Control: Users are given their “Our Airport” login and ID from their work place at the airport or the check in counter in their own names. While this would assist in deterring unsavoury behaviour “Our Aiport’ moderators have the final say as they approve or decline comments before they are made public. Not to do so is just too much of a risk in an airport environment (bomb scare anyone?)

You cannot expect people to participate with quality unless they are acknowledged for their time and effort. Status points should equate into real prizes, prizes that people want and not knock off rubbish that airlines want to get rid of. 100 status points should earn something decent, like a free domestic flight, and for a brilliant blog post 100  points are available in one hit, that is motivation.

Keeping it real – People are time poor.  

I think it’s time that big business realises that people sitting around bored in their own airport are the same people that market research companies recruit on their behalf, and charge them big bucks for. In 2012 people do not have time to treck across town to answer questions for 3 hours for $60 dollars and a drink voucher. Through utilising enterprise 2.0, organisations are able to gather quality feedback from people in a perfect and convenient position to offer it in an almost undirected raw fashion, pure honesty, with minimal bother. Yes, in the above instance the airport would have to pay moderators, but that expense compared with traditional market research? It’s minimal at most.

Enterprise 2.0 is about right place, right time, right audience and right motivation.


Do you think a scenario like the one above could cultivate quality ideas and innovation? Leave me a comment and let me know what you think of the “Our Airport” concept.


15 thoughts on “Enterprise 2.0 on the move: Cultivating Innovation

  1. Hi Adam,

    It’s a good idea for motivation for them to be on the site and I like the concept two separate rewarding schemes. Reward points for contribution and comfort rewards as a random incentive for people just browsing the intranet is nice. This lures them into browsing which in turn increases their chance of contributing for the reward points.

    I think the opportunity to win free domestic flights with great blog posts is quite a large reward though! But with a reward that large, who wouldn’t take a swig at it. Also how would you judge the best blog posts?

    To answer your question I think the above scenario would cultivate innovation to an extent, you may have a lot of people not bothering to put together a lot of in-depth blog posts. Maybe add some kind of survey rewarding mechanism to it as well for crowd sourcing answers?

    • Hi Adam,

      Thanks for your reply mate.

      I think a lot of what you say is true, yeah a domestic flight is a big reward, but think about it. Think about the kind of buzz it would create around your social media, I think a lot of the time whether or not social media takes off in an organisation is due to the way it was introduced, and not necessarily because it was bad social media.

      I really think people would try hard to win real attainable prizes, and as a result, produce excellent feedback in the main, the type of feedback you can really use as a guide to success.

  2. Hi Adam,

    What a great post! I really love all your ideas and if I was to be a passenger in this airport I would definitely engage in this community. Waiting for your flight is kind of boring and providing passengers with something to do to kill time is great! Especially since you can expect some kind of rewards from doing so.
    However, like Adam, I think that winning a free domestic flight is a bit unrealistic. It would even maybe reduce my willingness to contribute, as I would feel that I have no chance to win such a huge price. Maybe it applies only to me and my lack of self-confidence.
    However I think that rewarding engaged passengers with free meals, books or voucher to spend in one of the airport shop are way enough to motivate participation. This is also a way to get passengers to freely try restaurants and stores in the airport, and give them the chance to spread positive word-of-mouth about it.

    San Francisco Airport is implementing a challenge using Foursquare to entertain their waiting passenger. Have a look at my blog post and you’ll see that their strategy is successful even without having to spend a lot of money on customers’ rewards.


    • Hi Aurelie,

      I am really glad you like the idea – it is definitely one that I can see working. The fact that boredom is totally eliminated and replaced with an activity through which people can feel like they have purpose and feel involved is the key to success here.

      I am doing psychology also as part of my degree so your comment re your lack of self-confidence and the chance to win a domestic flight was one that really interested me. Do you feel that you don’t deserve to win this prize? Why are you any less likely to win than the other patrons there? Wouldn’t you just try hard to contribute? Even if you do not get the 100 points in one hit, it’s just a matter of time until status points add up and you have the points you need for a domestic flight 🙂

      I am off to read your blog post, cheers for the comment.

      • I don’t know, I think that because the prize is so big. People would put a lot of effort in their contribution and will come up with something better than what I could manage to do. So I just think that my chance of winning would be small. Therefore I wouldn’t bother trying. Does that make any sense to you? 😀

  3. What a fantastic idea you have… people blogging, random prizes and rewards, and more importantly, getting more people into the airport for an increase of revenue for the airport. I love it. The idea of a free domestic flight is also a good idea, and as far as i know, wouldn’t cost the airport that much. The hype and buzz around it alone should simply pay for the flight itself.

    • I agree with you David, I think giving away the domestic flights will really make people sit up and notice what is on offer, and give them no choice but to take interest in the new web 2.0 tools used by the airport. I have said time and time again that I believe the way enterprise 2.0 is implemented is crucial to it’s success. I truly believe that a better enterprise 2.0 tool could lose out to a lesser one due to a lackluster implementation.

  4. Hi Adam,

    A pretty cool idea, but it does seem to be geared towards those who fly very regularly. What could you do to entice the infrequent traveler like myself. Someone who maybe goes to the airport once or twice a year.

    With regard to rewards. I agree with AdamC that a domestic flight as a reward seems a bit optimistic but I like Aurelie’s idea of offering up discounts to vendors within the terminal. That to me would be hugely enticing given the super high prices of the stores in there.


    • Hey Evan,

      There always the random chance of rewards by viewing the social media too! 🙂 and also the reward points would be based off quality as much as quantity, so if you write a winner you could get a free plane trip in one visit.

    • Hi Even,

      Like Adam C has responded, all you really have to do to win it is “be in it”. A random prize is given away to any user at the airport that is logged into their portal. They do not have to actually be submitting anything. They could simply be reading blogs posted by others, or seeking information on the airport itself. They hey presto, out of no where they could win one of the half hourly prizes 🙂

  5. Hello Adam!

    Great post! I enjoyed reading your ideas and strategies. What a great idea adding a community feature to the airport? I mean the idea is genius, but it needs to be executed correctly as it can go wrong on many stages like testing, development and more. Obviously not only will this keep the users busy and occupied but they could also integrate a system where users can post their experiences and good shops for food/ shopping.

    Keep up the good work!

    Feel free to check out my blog http://vatsalqutinb346.wordpress.com/

    • Hi there,

      Thanks for your comments and I agree with you completely. I believe that successful adoption of enterprise 2.0 is 9/10 times about the way it was introduced. You mess that up and regardless of how brilliant the idea is it is just never going to flourish.

      I think in the above scenario it would be about planning and having the systems fail safe before actually trying to push it out. Having good moderators and Prizes sorted prior is also essential.

  6. Airports have virtually endless ways to utilize enterprise 2.0 in their environment to the advantage of both their customers and themselves, especially when paired with offerings such as free wifi.

    Used properly it would be a valuable source for customer feedback.

  7. Pingback: Wiki wiki – The power of “super fast” information | adamhijazi

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