Transition Strategies
for E2.0 Adoption
Lee Bryant, Headshift, June 2009

international social software consulting &
development group that applies emerging
social tools and ideas to the real-world
needs of modern organisations:
consulting & engagement
prototyping and experimentation
development and integration

A recession is the perfect time
to be adopting Enterprise 2.0

we can no longer afford the
high-friction, high-cost model
of process over people

What next after headcount reductions?

Improving business agility,
innovation and productivity

What will the C21st company look like?

rapid feedback is the key to evolution

(cc) http://www.flickr.com/photos/yuan2003/403643949/
social networks + weak ties =
organisational immune system

network productivity, not just personal

CISCO Experience:
What used to be "me" is now "we"
The goal is to get more products to
market faster ... Fifteen minutes and
one week to get a [business] plan
that used to take six months!"

Doing more with the knowledge
flows and information you produce

We are wasting too much brain power

make hidden data shared and use
it to drive collective intelligence

Ambient presence sharing & updates

Social reading and writing

Social Search & Expertise location

Social networking for collaboration

process improvement and
reducing co-ordination costs

an anti-bureaucratic (r)evolution

Focus on quick wins, but be strategic
Add a social layer to existing tools
Build quickly and iterate rapidly
we have learned how to get started...

but

what about 2nd wave adoption?

We all face adoption challenges

But what does adoption mean
in an Enterprise 2.0 context?

Tool use metrics?

Personal tools: organising your world of work
Group collaboration: getting things done
Blogs and networks: sharing & sense making
Tweets, bookmarks & tags: signals of relevance
Public feeds & flows: data firehose

... or are we talking about
business outcomes?
business transformation?

I think the goal is:
adoption of new ways of working,
not just adoption of new tools

A hotbed of revolutionary thought?

no ... but people are people and
they want to make things better

so how can we get in touch with the
motivations of 2nd wave adopters?

Find simple day-to-day use cases
where users waste time getting
things done and start there...

the importance of specific use cases

‘in the flow’ cases = the ones that work

behavioural transition strategies

don’t mention wikis, blogs,
social networking, etc.

just focus on tasks people know

#1
“Email you don’t need to file or delete”

#1
“Email you don’t need to file or delete”

#2
“The phonebook has been upgraded”

#2
“The phonebook has been upgraded”

#3
“you can now edit the intranet”

#3
“you can now edit the intranet”

#4
“we would like to hear your ideas”

#5
“Your customer wants to talk to you”

#6
“What guidelines should we adopt?”

“show us what you can do”

#8
“organise your own docs and info”

#9
“Let’s take this out of email” (nudge)

Thanks for listening!
I am lee@headshift.com and live at
http://www.headshift.com
Except where otherwise stated, photos courtesy of Flickr using Creative
Commons license. Thanks to the following photographers:
http://www.flickr.com/photos/good_day/377814115/
http://www.flickr.com/photos/thedalogs/3184387156/
http://www.flickr.com/photos/paul_irish/2379958609/
http://www.flickr.com/photos/yuan2003/403643949/
http://www.flickr.com/photos/86624586@N00/10190970/
sizes/l/
http://www.madonnalicious.com/images/extra/2009/
dailyexpress_130609.jpg
http://www.flickr.com/photos/oddsock/282420343/sizes/o/
http://www.flickr.com/photos/edkohler/2863011654/sizes/o/
http://www.flickr.com/photos/timpatterson/476108035/
http://www.flickr.com/photos/
32912172@N00/3432829188/sizes/l/
http://www.flickr.com/photos/violator3/93589371/
http://www.flickr.com/photos/emeryjl/506966918/