1. Enterprise 2.0:
toward corporate social networks
Guillaume ERETEO

2. Organization have problems for
connecting people, documents,
information and knowledge

3. knowledge management, sharing and
accessibility
example: vista print
"we need to train our new people quickly so the
don't break our software"

4. World wide locations
In 2008: 1400 employees in six
locations in north America and Europe

5. Good idea and knowledge
developed in each location
the whole company would benefit from
sharing this knowledge

6. "how the company would do a better
job of sharing its cumulated
knowledge"

7. A public success story of worldwide
knowledge management

8. problem of information
connection
example: 9/11/2001

9. Performance of U.S. Intelligence
Community
"even though the system was blinking red before
9/11, no one could connect the dots"
[Mc Afee 2009]

10. U.S. Intelligence Community
16 agencies in 2001
Each agency had its own database
Stovepiped information / hub-and-spoke

11. January 2000
CIA investigations revealed that the suspected terrorists
Khalid al-Mihdhar and Nawaf al-Hazmi respectively held
a U.S. visa and had traveled to the U.S.
not shared with FBI

12. July 2001
FBI phoenix office wrote a memo
to the counterterrorism
"effort by Osama Bin Laden to send students to the US
to attend civil aviation universities and colleges"

13. July 5, 2001
Meeting with counterterrorism, FBI, Secret
Service, Coast Guard, Federal Aviation
Autorithy:
"Something really spectacular is going to happen
here, and it's going to happen soon"

14. July 2001
Mihdar arrived to the US

15. August 6, 2001
CIA analysts' daily brief to the President:
"Bin Laden determined to strike in U.S."

16. August 16, 2001
FBI Minneapolis office arrests Zacharias Moussaoui
having 747 training without basic plane knowledge.
Agents, citing the crime of
"Destruction of aircraft or aircraft facilities",
were refused a search warrant on its personal effects.

17. August 24, 2001
Midhar and Hamzi were added to the TIPOFF
watch list, which was intended terrorists from
entering the U.S.

18. 9/11 commission report
"we propose that information be shared
horizontally, across new networks that
transcend individual agencies"

19. public successes of information
connection

20. business intelligence and the
wisdom of crowd
Example 3: prediction market

21. Iowa Electronic Market
applying the principles of stock market to
political elections

22. replacing securities by candidate
the price of the candidate is replaced by
predict percentage of vote

23. final result are close to the reality
the final error was of 1.49%!

24. Google prediction market
Application to technologies

25. can we use the diversity and the mass
of users to tackle the diversity and the
mass of information?

26. public success story of
use of the wisdom of
crowd

27. "The Intranet tends to follow trends
from the web, and social networking is
no exception"
[Nielsen Norman Group 2009]

28. "It's better to structure information
according to how people use it, rather
than what department owns it"
[Jakob Nielsen 2009]

29. In 2015, the generation Y, used to social
medias in their daily personal activities, will
represent 15% of the European population
and 40% of workers in France
a whole generation that will ease corporate
uses of social medias and that will probably
argue for it

30. enterprise 2.0
"the use of emergent social software platforms
within companies, or between companies and
their partners or customers" [Mc Afee 2006]

31. "emergent social software platforms"
"digital environments in which contributions and
interactions" are:
• "globally visible and persistent over time"
• performed with social softwares that "enable people
to rendezvous, connect or collaborate through
computer-mediated communication and to form
online communities"
• emergent, freeform, with "patterns and structure
inherent in people’s interactions".
[Mc Afee 2009]

32. intranet of people
via @amcafee
Search
Links follow me @ereteog
Authoring "read write web"
Tags
Extension see also
Signals

33. Social softwares for connecting
people, documents and information

34. • explicit and declared relations
• interactions between actors
• affiliation between actors
Social links
colleague
communicate
skill
skill
web

35. the bull's eye of @amcafee
• Strong links: close
collaborators
• Weak links professional
acquaintances
• Potential links:
professional proximity
• Absent relationships:
remainder of the
network

36. Social capital
"resources embedded in one's social networks,
resources that can be accessed or mobilized
through ties in the networks" [Lin 2008]

37. Keep email for its initial goal:
asynchronous discussions
Once consumed, information and
knowledge in email are lost forever.
release and connect it!

38. Enterprise 2.0 and corporate social
capital
Wiki, online office suites:
• collaboration
• productivity
• agility
social networking service:
• link maintenance
• non-redundant information
• network bridging
blog, social bookmarking:
• efficient search
• link formation
• collective intelligence

39. Wiki are efficient for collaboratively
editing document and creating a shared
documentation
Versioning
Accessing
Visibility
Persistent

40. Social networking services assist links
management
Managing contacts
Pushing / receiving
information
Interacting
Emergent social structure

41. Blogs offer to easily publish information
and knowledge
Sharing
Linking
News
Persistent

42. Social bookmarking enables employees
to collaboratively classify content
through a daily personal activity
Collecting
Classifying
Sharing
Emergent signals

43. Corporate acceptance problems
from
vertical information silos
to
horizontal information network

44. organizational chart vs emerging structure
companies have spent decades at limiting the
amount of information and collaborators each
employee has to handle, in order to optimize
individual performances.

45. confidentiality restriction
some companies face strong information
security and confidentiality restrictions and
cannot even if accept unexpected practices
and interactions in their processes

46. overwhelming flow of social data

47. users need help for preserving the
benefits of enterprise 2.0 software
in order to efficiently handle there social capital

48. Social network analysis
helps understanding and exploiting the key
features of social networks in order to manage
their assets, their life cycle and predict their
evolution.

49. revealing
community
structure
Influences the way
information is shared
[Coleman 1988]
influences the way actors
behave [Burt 2000]
distribution of actors and activities

50. highlighting strategic resources
Degree centrality:
Local attention
beetweenness centrality:
reveal broker
"A place for good ideas"
[Burt 1992] [Burt 2004]
Closeness centrality:
Capacity to
communicate
[Freeman 1979]

51. transitivity of relationships
evaluating social opportunities
Peter Jack
Paul

52. Analyzing intranet of people
sound great! but… what for?

53. have your organizational chart benefits
from emerging social structure

54. maintain strong links
• Does your organizational chart take into
account emerging communities?
• highlight influent actors and popular
resources not yet revealed by your
organizational chart

55. strengthen weak links
reinforce valuable weak links that connect
relevant assets and opportunities

56. Identify structural gaps and
connect communities and people
that should collaborate
bridge
social
gaps

57. Open problem: using analysis metrics
to leverage social intranet usability

58. references
• A. McAfee: "Enterprise 2.0: New Collaborative
Tools For Your Organization's Toughest
Challenges". Harvard Business Press. (2009)
• R. S. Burt: "Structural holes. The Social Structure
of Competition". Harvard University Press. (1992)
• Lin, N.. "A network theory of social capital", In D.
Castiglione, J.W. van Deth, and G. Wolleb.
Handbook on Social Capital. Oxford University
Press. (2008)

59. name
Guillaume Erétéo
account
guillaume@ereteo.net
mail
mentorOf
mentorOf
organization
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twitter.com/ereteog