The Self-Directed (Corporate) Life Web 2.0 and the Resocialization of the Enterprise Social Media Club Workshop June 11, 2007 Giovanni Rodriguez Hubbub www.socialmediaworkshop.com

* More than 80% of businesses see potential to increase revenue *More than 85% of C-Suite *Less than 75% of middle management Who Cares About Web 2.0?

* More than 80% of businesses see potential to increase revenue

*More than 85% of C-Suite

*Less than 75% of middle management

*Business drivers *Differentiation *It’s in her nature Why the CEO?

*Business drivers

*Differentiation

*It’s in her nature

*The self-directed corporate life. This has always been the opportunity for business managers. But with the introduction of Web 2.0 tools, it has become an imperative. The Opportunity

*The self-directed corporate life. This has always been the opportunity for business managers. But with the introduction of Web 2.0 tools, it has become an imperative.

*the tools *the rules *the responsibilties The Challenges

*the tools

*the rules

*the responsibilties

*blogs *wikis *RSS *tagging *communities The Tools: DIY

*blogs

*wikis

*RSS

*tagging

*communities

*Because of the user-centric or DIY nature of these tools, businesses are learning that they can enable the workforce to become more autonomous. Rule # 1: Autonomy

*Because of the user-centric or DIY nature of these tools, businesses are learning that they can enable the workforce to become more autonomous.

*Businesses are discovering that Web 2.0 tools are enabling them to perform at higher levels of participation, efficiency, and scale. Rule # 2: Scale

*Businesses are discovering that Web 2.0 tools are enabling them to perform at higher levels of participation, efficiency, and scale.

*Because of the open and collaborative nature of Web 2.0 systems, businesses are learning that they can innovate through “creative friction.” Rule # 3: Diversity

*Because of the open and collaborative nature of Web 2.0 systems, businesses are learning that they can innovate through “creative friction.”

*The only innovation will come from the expert application of the rules -- i.e., a strong emphasis on scale, autonomy, and diversity. But there must also be a keen understanding of the limitations of the digital world. The Only Sustainable Edge?

*The only innovation will come from the expert application of the rules -- i.e., a strong emphasis on scale, autonomy, and diversity. But there must also be a keen understanding of the limitations of the digital world.

*A survey of 50-plus organizations that are using social media and other Web 2.0 tools *Focus was on innovation *Only a small number of studies pertained to marketing and communications Case Studies

*A survey of 50-plus organizations that are using social media and other Web 2.0 tools

*Focus was on innovation

*Only a small number of studies pertained to marketing and communications

*Peer production *Peer adjudication *Peer storage/retrieval *Peer communication *Peer aggregation *Peer design Peer Pressure

*Peer production

*Peer adjudication

*Peer storage/retrieval

*Peer communication

*Peer aggregation

*Peer design

*There is evidence that many businesses have begun using social media for the purpose of scaling operations. There’s an abundance of case studies in project management. Peer production

*There is evidence that many businesses have begun using social media for the purpose of scaling operations. There’s an abundance of case studies in project management.

* Businesses increasingly are tapping the “wisdom of crowds” to vet and assess the quality of information inside the enterprise. There are also a number of compelling case studies in the public sector. Peer adjudication

* Businesses increasingly are tapping the “wisdom of crowds” to vet and assess the quality of information inside the enterprise. There are also a number of compelling case studies in the public sector.

* Many businesses are also using social media tools to better manage the process of tagging, storing, and retrieving critical data. Peer storage and retrieval

* Many businesses are also using social media tools to better manage the process of tagging, storing, and retrieving critical data.

* Perhaps one of the biggest opportunities that businesses have today is to provide staff with the tools and rules to better participate in their own communities of interest. IBM is an early leader. Peer communication

* Perhaps one of the biggest opportunities that businesses have today is to provide staff with the tools and rules to better participate in their own communities of interest. IBM is an early leader.

* Another opportunity is to provide staff, customers and partners with multi-media environments where they can all participate. Industry insiders have been calling this approach the “corporate Web site of the future.” Peer aggregation

* Another opportunity is to provide staff, customers and partners with multi-media environments where they can all participate. Industry insiders have been calling this approach the “corporate Web site of the future.”

* Already businesses are beginning to see that communication is just the tip of the iceberg. Many businesses will begin focusing less on message and more on creation. Peer Design

* Already businesses are beginning to see that communication is just the tip of the iceberg. Many businesses will begin focusing less on message and more on creation.

* It is easy to mistake our own voices for the totality of the market. This is a problem that has long existed in the physical world. It has been magnified in the digital world. The Echo Chamber

* It is easy to mistake our own voices for the totality of the market. This is a problem that has long existed in the physical world. It has been magnified in the digital world.

* For every person that participates in the new world, there are countless others who do not. It is not enough to say that these people don’t get it. A better approach is to understand the phenomenon. The Invisible Crowd

* For every person that participates in the new world, there are countless others who do not. It is not enough to say that these people don’t get it. A better approach is to understand the phenomenon.

*The efficiencies of the digital world can be used for good and evil. And in our excitement to promote the merits of the system, we have turned a deaf ear to the issues. The Neutrality of the Digital World

*The efficiencies of the digital world can be used for good and evil. And in our excitement to promote the merits of the system, we have turned a deaf ear to the issues.

* We will find ways to overcome challenges like the “echo chamber” and the “invisible crowd.” Expect innovation to come from people who study social media and HCI. Future trend: Media Becomes More Inclusive

* We will find ways to overcome challenges like the “echo chamber” and the “invisible crowd.” Expect innovation to come from people who study social media and HCI.

* Because of the DIY and self-directed nature of the digital world, smart businesses will look for ways to lessen the demands on the individual. Ultimately, this may be the promise of Web 3.0. Future trend # 2: Media Becomes Less Demanding

* Because of the DIY and self-directed nature of the digital world, smart businesses will look for ways to lessen the demands on the individual. Ultimately, this may be the promise of Web 3.0.

* There is a reason why atheism is getting a hearing in public life. The attack on “received wisdom” will permeate the enterprise as well. Future trend # 3: The Waning of Corporate Creed

* There is a reason why atheism is getting a hearing in public life. The attack on “received wisdom” will permeate the enterprise as well.

* Think like a CEO. * Understand both attributes and limits of the digital world. * Take the opportunity for deeper reflection on personal and shared values. What Does this Mean for You?

* Think like a CEO.

* Understand both attributes and limits of the digital world.

* Take the opportunity for deeper reflection on personal and shared values.

*It may be easier to use the digital world in less-than-angelic ways. And it may be easier to use the digital world in less-than-authentic ways. But there is ample evidence that in the long run, the digital world favors the light. The Road Less Travelled

*It may be easier to use the digital world in less-than-angelic ways. And it may be easier to use the digital world in less-than-authentic ways. But there is ample evidence that in the long run, the digital world favors the light.