What Does Corporate America Think of 2.0?

What Does Corporate America Think of 2.0? (#CorpAmericaThink)
Andrew McAfee
Principal Research Scientist, MIT
@amcafee, amcafee@mit.edu
andrewmcafee.org

Definition of “2.0”
Good news: a tipping point?
Bad news: personal experience
Oversimplification: the corporate mindset
Advice-giving: how to talk to your bosses about technology
Discussion

2.0: freeform, visible, emergent, non-credentialist approaches to getting group work done (collaboration, innovation, search, coordination, etc.), as well as the technologies that support them.

a tipping point?

personal experience: why aren’t they getting facebook?

the corporate mindset
Risk-averse

Risk-averse; enamored of status quo;

Risk-averse; enamored of status quo; burned by technology hype;

Risk-averse; enamored of status quo; burned by technology hype; skeptical;

Risk-averse; enamored of status quo; burned by technology hype; skeptical; unimpressed by features & novelty;

Risk-averse; enamored of status quo; burned by technology hype; skeptical; unimpressed by features & novelty; busy;

Risk-averse; enamored of status quo; burned by technology hype; skeptical; unimpressed by features & novelty; busy; budget constrained;

Risk-averse; enamored of status quo; burned by technology hype; skeptical; unimpressed by features & novelty; busy; budget constrained; uninterested in social revolution;

Risk-averse; enamored of status quo; burned by technology hype; skeptical; unimpressed by features & novelty; busy; budget constrained; uninterested in social revolution; hostile to auto-obsolescence,

Risk-averse; enamored of status quo; burned by technology hype; skeptical; unimpressed by features & novelty; busy; budget constrained; uninterested in social revolution; hostile to auto-obsolescence; ROI-seeking;

Risk-averse; enamored of status quo; burned by technology hype; skeptical; unimpressed by features & novelty; busy; budget constrained; uninterested in social revolution; hostile to auto-obsolescence, ROI-seeking; convinced of their own uniqueness.

Risk-averse; enamored of status quo; burned by technology hype; skeptical; unimpressed by features & novelty; busy; budget constrained; uninterested in social revolution; hostile to auto-obsolescence, ROI-seeking; convinced of their own uniqueness
Aware of new tools and approaches

Aware of new tools and approaches; aware of organizational dysfunctions

Aware of new tools and approaches; aware of organizational dysfunctions; pragmatic

Aware of new tools and approaches; aware of organizational dysfunctions; pragmatic; swayed by theory

Aware of new tools and approaches; aware of organizational dysfunctions; pragmatic; swayed by theory, evidence

Aware of new tools and approaches; aware of organizational dysfunctions; pragmatic; swayed by theory, evidence, narratives

Aware of new tools and approaches; aware of organizational dysfunctions; pragmatic; swayed by theory, evidence, narratives, peers

Aware of new tools and approaches; aware of organizational dysfunctions; pragmatic; swayed by theory, evidence, narratives, peers; afraid of being left behind.

how to talk to your bosses about technology
Comparisons instead of demos

Present theories and frameworks, not jargon
- Grounded in bullet-proof previous work

None
A Knowledge Worker’s View of the Enterprise
Potential
Weak
Strong
Ties

Present data, case studies, narratives
- Not about Google, Amazon, etc.

Source: “How companies are benefiting from Web 2.0: McKinsey Global Survey Results”

Present data, narratives, case studies
Activate peer effects

“If only HP knew what HP knows, we would be three times more productive.”
- Lew Platt, former CEO of HP

Anticipate and allay concerns

Show that you understand their problems

Show that you understand their problems
Don’t treat them like geeks, or dopes

learn morehttp://www.20adoptioncouncil.com/
case studies coming

http://hkotadia.com	315
http://www.slideshare.net	66
http://www.customerthink.com	46
http://feeds.feedburner.com	45
http://promediaexpert.com	11
http://michaelbatistich.com	10
http://educo.vln.school.nz	7
http://blog.websourcing.fr	5
http://blog.contentmanagementconnection.com	5
http://lj-toys.com	3
http://facebook.slideshare.com	1
http://www.twylah.com	1
http://paper.li	1
http://twittertim.es	1
http://translate.googleusercontent.com	1
http://www.iweb34.com	1
http://www.socialbusinessone.com	1
http://posterous.com	1
http://staging.facebook.slideshare.com	1
https://www2.socialtext.net	1

What Does Corporate America Think of 2.0?

by Andrew McAfee on May 10, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

20 Embeds 523

Statistics

What Does Corporate America Think of 2.0? — Presentation Transcript