ENTERPRISE 2.0 How social software
will change the future of work

LOOSENING HIERARCHIES AND GIVING MORE
POWER TO EMPLOYEES CAN LEAD TO FASTER INNOVATION, LOWER COST STRUCTURES, GREATER AGILITY, IMPROVED RESPONSIVENESS TO CUSTOMERS AND MORE AUTHENTICITY AND RESPECT IN THE MARKETPLACE. Don Tapscott, co-author of Wikinomics: How Mass Collaboration Changes Everything

THE UPCOMING GENERATION IS GOING
TO EXPECT TO HAVE ACCESS TO THEIR TOOLS IN THE WORKPLACE. IT WOULD BE LIKE SOMEONE FROM MY GENERATION NOT HAVING ACCESS TO EMAIL. IF THEY DON’T GET THIS STUFF, THEY PROBABLY WON’T BE THERE FOR A LONG TIME. Marthin de Beer, Cisco Systems

WE KNOW SOME PEOPLE FROM
YOUR COMPANY. THEY’RE PRETTY COOL ONLINE. DO YOU HAVE ANY MORE LIKE THAT YOU’RE HIDING? CAN THEY COME OUT AND PLAY? Thesis #84, The Cluetrain Manifesto

ENTERPRISE 2.0 • Social software will
change the future of work • Highly relevant in current economic climate • Communications can be a driver and enabler of this change

ENTERPRISE 2.0 • The Perfect Storm
• Impact on Communication • The 4Cs Approach • Ensuring Success

THE PERFECT STORM

THE PERFECT STORM Web Business
Technology Environment

WEB TECHNOLOGY COMES OF AGE

BUSINESS ENVIRONMENT CHANGES • West to
East • Producer to consumer • Employer to employee • Geographies to communities

AND NEW EMPLOYEE CONTRACTS Then
Now Cradle to grave Portfolio careers Loyalty Transactional relationship Dependence Independence ‘Our human resources’ Creative talent on loan Employees Citizens Big institutions My own company Command and control Well-governed inclusivity CEO = God CEO = Guide I left the company I left my boss Local community Workplace communities

THE IMPACT ON
COMMUNICATION

COMMUNICATION > CONNECTION Connection Communication
Collaboration Cooperation

BUSINESS BENEFITS • Increases employee’s
knowledge • Provides access to solutions to business problems • Harnesses collective knowledge of employees • Stimulates internal collaboration • Improves cross functional interaction • Sparks innovation

BLURRED BOUNDARIES

“CONSUMERIZATION” OF IT 2009 will
see the first wave of ‘digital natives’ that are so immersed in digital culture that they are completely unconcerned about the effects of their technology choices on their organizations.

WHAT IT MEANS • Communication >
Facilitation • Opportunities to enable and support change • External > Internal • Focus on people NOT technology

THE 4CS APPROACH

CULTURE IS KEY

CULTURE IS KEY

COMMUNICATION

COOPERATION

COLLABORATION

CONNECTION

ENSURING SUCCESS

FOUR FACTORS FOR SUCCESS 1.
Speed and flexibility 2. Ease of use 3. Demand driven 4. Put individual value first

SOCIAL STRUCTURE • Creators • Organizers • Filterers
• Contributors • Connectors

EXPERIMENT • Participation must be easy
• Build on existing relationships • Integrate with existing tools/processes • Self-managed with no training • Contain personal value to the individual

BOTTOM UP, TOP DOWN “We
want you to use this, it will help the company” “You should use this, it might help you do your job”

COMMUNICATION IS KEY Awareness Education
Adoption

ENTERPRISE 2.0 • The nature of
work is changing • The impact on communication will be profound • Social software will play a role in the organization of the future • Effective communication is critical to success

WHAT NOW? • Align internal/external strategies
• Map your social software footprint • Identify your ‘digital natives’ • Plan experiments • Listen, learn and engage

CONTACT • Website/blog: http://www.enterprise2dot0.com • Email: ncook@hillandknowlton.com
• MSN/Skype: niallcook • Twitter: http://twitter.com/niallcook