0
Enterprise 2.0
       social
     computing
                          business
                           value




Chance...
Introduction
Dion Hinchcliffe
 • ZDNet’s Enterprise Web 2.0
   • http://blogs.zdnet.com/Hinchcliffe
 • Social Computing Jo...
The E2.0
                              Backstory
•   New economic, cultural, and business models have
    emerged on the w...
The Big Questions
•   How can we adopt Enterprise 2.0 most
    effectively?
•   What have we learned so far about the bene...
The Map of Opportunity
  Innovation                                                     Creating new rapid
               ...
Types of
                Enterprise 2.0

Business                  Social Media Marketing
                     “Official” C...
The major shifts
 • In who creates value (the network does)
 • How much control we have over our
   businesses
 • How inte...
Avoiding “cargo cults”

 • Cargo Cult n. A
   group conducting
   rituals imitating
   behavior that they
   have observed...
An evolution in collaboration
• The motivation:
 •   Cheaper: Less waste, more
     efficient, and lighter weight.

 •   Be...
The challenges
•   Cultural “chasms”

•   Disruption

•   Cost

•   Risk

•   Difficulty

•   Repeatability

•   Adding a s...
However, it’s usually a
    people problem:




The biggest challenge is in
  changing our thinking
Where business and IT
 change is happening now...                                            (social media
               ...
Most
1st Wave:        Of Us
                Are Here
 Information Explosion
2nd Wave:
 Information Filters
3rd Wave:
 Info...
Is Enterprise 2.0 Still In The
     Adoption Chasm?

          consumer blogs/wikis   social networks




        Enterpri...
• Lessons learned accumulating into
  early best practices
 •   A growing increasing body of knowledge on how to
     crea...
• A rapidly maturing vendor space
 •   All of the big software vendors are now talking
     about or actively offering Ent...
The Unstated Challenges


          The
Other Common Enterprise 2.0 Challenges
  •   Selecting tools first
  •   Achieving critical mass (self-sustaining particip...
Emerging Developments

•   The economic downturn

•   The rise of social messaging (ala Twitter)

•   “SharePoint Ate My E...
Investment On The Rise
     2009 Project Budget for
      Enterprise 2.0 Efforts




     Source: 2.0 Adoption Council
Determining the ROI of
                       Enterprise 2.0
•   Project costs tend to be lower
    than classical IT effo...
Distributed Value
What are the benefits
 of Enterprise 2.0?
Potential E2.0
        Benefits
    Productivity        Competitive Advantage

Knowledge Retention      Modern Workplace

I...
E2.0


         ROI   Value




How Can We Adopt
Enterprise 2.0 Most
    Effectively?
Key E2.0 Aspects
•   Does your E2.0 approach?
    •   Embody waterfall or agile (iterative)? (Latter is better)
    •   En...
Deloitte’s ECM
   Process
Ross Dawson’s Enterprise 2.0
Implementation Framework
Adoption Success
   Factor #1
   Engage Your
   Community and Enlist
   Support From It


   The 90/10 rule
Adoption Success
   Factor #2
     Seed/Migrate Content
     And Use The Community
     To Build Critical Mass


Create a ...
Adoption Success
   Factor #3
      Get Active
      Participation From
      Senior Management

Proactive Change Leadersh...
Adoption Success
   Factor #4
      Clear Usage Policy
      and Lowest Possible
      Barriers to Use

Guidance and low c...
Adoption Success
   Factor #5

    Support And Manage
    The Community

  Change Management &
 Community Management
Online Community
                                Management
                                                              ...
Other important
     success factors
•   Proactively educate and communicate

•   Demonstrate a clear plan to mitigate ris...
What it all looks like
                          Anatomy of an Enterprise
   Enterprise Vision
                           ...
What’s Next?
•   The trough of disillusionment

•   More mature frameworks and approaches

•   New modes of operation (Goo...
Questions
         Slides:
dion@hinchcliffeandco.com
tm
Pragmatic Enterprise 2.0
Effective Low Risk Social Computing
                                                       See...
Enterprise 2.0 Summit 2009 Closing Keynote by Dion Hinchcliffe
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Enterprise 2.0 Summit 2009 Closing Keynote by Dion Hinchcliffe

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The deck I used today for the closing keynote for the Enterprise 2.0 SUMMIT in Frankfurt on November 12th, 2009.

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Transcript of "Enterprise 2.0 Summit 2009 Closing Keynote by Dion Hinchcliffe"

  1. 1. Enterprise 2.0 social computing business value Chance or Fool's Paradise for Business Transformation in Economic Crisis Dion Hinchcliffe
  2. 2. Introduction Dion Hinchcliffe • ZDNet’s Enterprise Web 2.0 • http://blogs.zdnet.com/Hinchcliffe • Social Computing Journal – Editor-in-Chief • http://socialcomputingjournal.com • ebizQ’s Next-Generation Enterprises • http://www.ebizq.net/blogs/enterprise • Hinchcliffe & Company • http://hinchcliffeandco.com • mailto:dion@hinchcliffeandco.com • Web 2.0 University • http://web20university.com • : @dhinchcliffe
  3. 3. The E2.0 Backstory • New economic, cultural, and business models have emerged on the world stage • Using social Web technologies • Creating new forms of resilient and sustainable business activities and processes • Driven by change on the global network and rising bottom up in many organizations today • But the external world driving how businesses work is often an uncomfortable subject
  4. 4. The Big Questions • How can we adopt Enterprise 2.0 most effectively? • What have we learned so far about the benefits? • How do we get the upsides without potential downsides? • Can we identify best practices or are organizations too different to do this? • Where is E2.0 going?
  5. 5. The Map of Opportunity Innovation Creating new rapid Growth Leveraging Innovation growth online products • Product Incubators powered by: • Open Supply Chains • Peer Production • Product Development 2.0 • Jakob’s Law • Some Rights Reserved • The Long Tail • Blue Ocean • Network Reinventing the Fostering Effects customer relationship Innovation to drive revenue: • Internal Innovation Markets • Customer Communities • Open innovation • Customer Self-Service • Database of Intentions • Marketing 2.0 Current Business State Driving costs down through Change Management • Transformation Communities less expensive, better 2.0 • 2.0 Education solutions: • Capability • Lightweight IT/SOA Acquisition • Enterprise mashups Improving • Expertise Location Business Remodeling productivity and • Knowledge Retention and Restructuring access to value: • BPM 2.0 • Enterprise 2.0 • Employee Communities • Open APIs • Cloudsourcing • Crowdsourcing • Pull Systems • Prediction Markets Transformation Cost Reduction
  6. 6. Types of Enterprise 2.0 Business Social Media Marketing “Official” Customer Communities Social CRM Lesson Learned: Top Enterprise Social Networks Social Portals & Intranets Jakob Nielsen Reported Down That Many of The Reconciliation & Maturity Successful Enterprise 2.0 Bottom Up Departmental Wikis Projects They Surveyed Internal Knowledge ‘-Pedias’ “Guerrilla” Customer Communities Originally Started As a Off-Premises Social Networks Grassroots Effort Workers
  7. 7. The major shifts • In who creates value (the network does) • How much control we have over our businesses • How intellectual property works • Great increases in transparency and openness • Open supply chains, community-based processes and relationships
  8. 8. Avoiding “cargo cults” • Cargo Cult n. A group conducting rituals imitating behavior that they have observed among the holders of desired objects.
  9. 9. An evolution in collaboration • The motivation: • Cheaper: Less waste, more efficient, and lighter weight. • Better: Faster, richer, and other intrinsic improvements. • Innovative: New ways of solving problems, different strategies for reaching business outcomes. A future.
  10. 10. The challenges • Cultural “chasms” • Disruption • Cost • Risk • Difficulty • Repeatability • Adding a social context
  11. 11. However, it’s usually a people problem: The biggest challenge is in changing our thinking
  12. 12. Where business and IT change is happening now... (social media in the enterprise) Enterprise 2.0 & Product Development 2.0 Open Business Models Product Development Marketing Sales crowdsourcing online Customer Service cloud computing community mashups open APIs Line of Business SaaS 2.0 development Operations | IT | Back Office platforms
  13. 13. Most 1st Wave: Of Us Are Here Information Explosion 2nd Wave: Information Filters 3rd Wave: Information Shadows
  14. 14. Is Enterprise 2.0 Still In The Adoption Chasm? consumer blogs/wikis social networks Enterprise 2.0?
  15. 15. • Lessons learned accumulating into early best practices • A growing increasing body of knowledge on how to create network-based communities in the workplace • Top issues this year with Enterprise 2.0: • Community management • Social media guidelines for workers • Change management methods • Driving adoption • Measurement of outcomes • But it’s just a beginning, we have years to go
  16. 16. • A rapidly maturing vendor space • All of the big software vendors are now talking about or actively offering Enterprise 2.0 products • Dozens of startups now have Enterprise 2.0 products that offer most of the key capabilities required to be worthy of the name • Older products are also being adapted, retrofitted, and/or relabelled
  17. 17. The Unstated Challenges The
  18. 18. Other Common Enterprise 2.0 Challenges • Selecting tools first • Achieving critical mass (self-sustaining participation) • Turf wars with information owners • IT implementation schedules • Underbudgeting for community management • Engaging business too early/too late • Boiling the ocean and not achieving early wins • Creating a generic toolbox vs. solution to specific problems
  19. 19. Emerging Developments • The economic downturn • The rise of social messaging (ala Twitter) • “SharePoint Ate My Enterprise 2.0 Implementation” • Major vendors have entered the space: IBM, Oracle but especially Google
  20. 20. Investment On The Rise 2009 Project Budget for Enterprise 2.0 Efforts Source: 2.0 Adoption Council
  21. 21. Determining the ROI of Enterprise 2.0 • Project costs tend to be lower than classical IT efforts (Example: Transunion, $50K to reap $2M+) • ROI is richer and more complex, but hard to determine. Often not tied to fixed business processes. • Most organizations are unwilling to do the measurement during the pilot • Simple models are most credible (i.e. reduce overhead of collaboration by 20%)
  22. 22. Distributed Value
  23. 23. What are the benefits of Enterprise 2.0?
  24. 24. Potential E2.0 Benefits Productivity Competitive Advantage Knowledge Retention Modern Workplace Information Discovery More Transparency Business Agility Less Duplication Cross-Pollination Better Communication Fostering Innovation Cost Reduction
  25. 25. E2.0 ROI Value How Can We Adopt Enterprise 2.0 Most Effectively?
  26. 26. Key E2.0 Aspects • Does your E2.0 approach? • Embody waterfall or agile (iterative)? (Latter is better) • Encourage the key aspects and enablers of Enterprise 2.0 (FLATNESSES) • Focus on the lifecycle and community management issues beyond rollout • Manage risk and concerns • Put culture change and adoption issues on (at least) the same level of importance as tools and technologies
  27. 27. Deloitte’s ECM Process
  28. 28. Ross Dawson’s Enterprise 2.0 Implementation Framework
  29. 29. Adoption Success Factor #1 Engage Your Community and Enlist Support From It The 90/10 rule
  30. 30. Adoption Success Factor #2 Seed/Migrate Content And Use The Community To Build Critical Mass Create a strong network effect (Overcome the optional aspect of the E2.0 environment.)
  31. 31. Adoption Success Factor #3 Get Active Participation From Senior Management Proactive Change Leadership
  32. 32. Adoption Success Factor #4 Clear Usage Policy and Lowest Possible Barriers to Use Guidance and low complexity
  33. 33. Adoption Success Factor #5 Support And Manage The Community Change Management & Community Management
  34. 34. Online Community Management Brand Support Brand Management Situation Management Upgrades and Improvements Capture Brand Feedback Software Know-How Advertising & Listen/Join Conversation Feature Selection Platform Management Marketing Marketing Analysis Priority & Schedule Impact Reporting Management Ad Rotation Documentation Project Management Staff Development Recruiting Incorporation of Team Building Experience Product Management Staff Training Product Selection Business Planning Budgeting Outreach Goal Definition Events Customer Management Business Alignment Incentives Community Control/Management Issue Management Management Moderation & Rule Networking Enforcement Professional Development Elicit Participation Identification of Best Content Practices Rewards & Incentives Management Attend Trade Events Content Plan Research & Insight Content “Gardening”
  35. 35. Other important success factors • Proactively educate and communicate • Demonstrate a clear plan to mitigate risks • Keep getting better about user and data security • Don’t be afraid to switch tools, but if you must, do it earlier rather than later • Good search is a pre-requisite for ROI • Have the discipline to measure what you do • Find ways to combine E2.0 “silos”
  36. 36. What it all looks like Anatomy of an Enterprise Enterprise Vision Social Computing Effort Corporate Initiative Reactive Response Business Needs & Requirements Exploiting Ad Hoc Opportunities Cost Cutting Project Management Top Tools & Infrastructure Access, Search, & Discoverability Down Security & Identity Delivery Models Communication Plan Content Management Knowledge Management Business Intelligence Up Bottom Community Management & Support Processes Social Computing Strategy, Architecture, Policy, and Governance Viral Adoption Cultural Change Social Computing Patterns and Risk Management & Change Local Problem Solving Best Practices Management
  37. 37. What’s Next? • The trough of disillusionment • More mature frameworks and approaches • New modes of operation (Google Wave-style) • Less treatment of Enterprise 2.0 in tech and business isolation (ECM, DMS, BPM, UC/UM) • The next frontier: Going beyond the firewall • Deep ROI: Business intelligence from internal social economies
  38. 38. Questions Slides: dion@hinchcliffeandco.com
  39. 39. tm Pragmatic Enterprise 2.0 Effective Low Risk Social Computing See Also The Power of Social Business Minus The Downsides October 20th, 2009 Introducing Pragmatic Enterprise 2.0 Exclusively from Hinchcliffe & Company and Partners
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