EICIM

1. What is the goal of (an) Enterprise 2.0?
Felix Escribano
Collaboration & Knowledge Management at adidas Group

2. What is the goal of (an) Enterprise 2.0?
AGENDA
Our Enterprise 2.0 Vision
Look into a crystal ball
The Goal
The Challenge
Who we are

3. What is the goal of (an) Enterprise 2.0?
MAIN BRANDS

4. What is the goal of (an) Enterprise 2.0?
Group Revenue*
*at 31.12.2010
THE ADIDAS GROUP AT A GLANCE
Net income
Employees worldwide
Subsidiaries
Important locations
Partner of major sports events 2010 FIFA Football World Cup TM,
2012 Olympic Games
Herzogenaurach, Amsterdam, Moscow, Portland,
Canton,Montreal, Carlsbad, Hong Kong,
Shanghai, Tokyo, Panama City
€ 12 bn
€ 567 m
46.353
169

5. What is the goal of (an) Enterprise 2.0?
LEADING EMPLOYER
The Team
Growing number of employees: more than 46,300 worldwide
Chosen as one of the most appealing employers in Europe
Employees from more than 50 nations working at World of Sports

6. What is the goal of (an) Enterprise 2.0?
• Fortune Magazine “Most Admired Companies 2010”
• Universum “European MBA Survey 2010”
• Business Week “Hottest Employer List 2010”
• Asia‘s Best Employer Award (adidas Singapore)
• WirtschaftsWoche “Young Talents’ Top Employers Germany“
• Top Employeurs France 2011
As an employer of choice, the adidas Group has been included into top
positions within several rankings around the world:
LEADING EMPLOYER
Within the adidas Group, it's all about the people – that‘s why working
within the adidas Group is much more than a job. It’s where employees
have the opportunity to shape the future of sport.

7. What is the goal of (an) Enterprise 2.0?
AGENDA
Our Enterprise 2.0 Vision
Look into a crystal ball
The Goal
The Challenge
Who we are

8. What is the goal of (an) Enterprise 2.0?
CORPORATE MISSION
The adidas Group
strives to be the global leader
in the sporting goods industry
with sports brands built on a passion
for sports
and a sporting lifestyle.

9. Whatis the goal of (an)Enterprise 2.0?

10. What is the goal of (an) Enterprise 2.0?
A vision to become
a true Learning Organisation,
an organisation that facilitates the
learning of its members and
continuously transforms itself and
where collaboration and the
sharing of knowledge is
recognized and rewarded.
Enterprise 2.0 Vision

11. The first steps
What is the goal of (an) Enterprise 2.0?
• Open blogs 60; Closed blogs 24
• 64 closed wikis
• 1.908 adidas Group wiki pages
• Comments> Wikis: 446, Blogs: 4349
• Blog page views: 7.847.273
• Wiki page views: 3.103.590
• 32.401 users worldwide (Users who have accessed adiweb at least once)
Ask The Management, a forum to ask business-related questions to top management,
1.200 questions answered.

12. What is the goal of (an) Enterprise 2.0?
"The future Intranet takes the results of the Employee Engagement Survey
into account, where employees strongly suggested more cross-Group
collaboration. It will also support the goals of the Group’s strategic
business plan Route 2015 by being people centred and providing more
speed and efficiency. Therefore, the new Intranet will be a true Business
Network in the direction of a "social" Intranet - a collaborative environment
supporting a learning company.“
Christian Kuhna, Collaboration & Knowledge Management

13. What is the goal of (an) Enterprise 2.0?
"Never stand still, and always be willing to learn."

14. What is the goal of (an) Enterprise 2.0?
AGENDA
Our Enterprise 2.0 Vision
Look into a crystal ball
The Goal
The Challenge
Who we are

15. What is the goal?
What is the goal of (an) Enterprise 2.0?
„The goal is to
make money
today…
… AND
tomorrow.“
Source: http://www.flickr.com/photos/86819618@N00/13217704

16. Competitive Advantage
What is the goal of (an) Enterprise 2.0?
McKinsey: The rise of the networked enterprise: Web 2.0 finds its payday, 2010

17. Competitive Advantage
What is the goal of (an) Enterprise 2.0?
McKinsey: The rise of the networked enterprise: Web 2.0 finds its payday, 2010
“Our data show that fully networked enterprises are not only more likely to be
market leaders or to be gaining market share but also use management
practices that lead to margins higher than those of companies using the Web
in more limited ways.”
The result of a networked enterprise, the survey suggests, is higher
profits

18. What is the goal of (an) Enterprise 2.0?
State of the Media: The Social Media Report Q3, 2011 by
Nielsen

19. Whatis the goal of (an)Enterprise 2.0?

20. What is the goal of (an) Enterprise 2.0?
Not less complexity…
… but more creativity!

21. Talking numbers
What is the goal of (an) Enterprise 2.0?
Gartner Research By 2014, social networking services will replace e-mail as the primary vehicle
for interpersonal communications for 20 percent of business users.
Burson Marsteller More than three-quarters (79 percent) of the Fortune Global 100 companies are
using at least one of the most popular social media platforms
McKinsey in 2010, nearly two-thirds of respondents at companies say they will increase
future investments in E 2.0 technologies, compared with just over half in 2009
Gartner Research By 2012, over 50 percent of enterprises will use activity streams
that include microblogging
Tower Watson
Communication Report
Highly effective communicators are using social media tools 2-3 times more than
the low-effectiveness group of companies to reach employees
“Enterprise 2.0” study
for the EC DG INFSO
Pfizer states that 76% of decision makers were saving more than 30 minutes a
week thanks to the tools implemented
Newsgator A simple 2 percent reduction in email volume could save a Fortune 100
manufacturing company $2.6 million per year

22. What is the goal of (an) Enterprise 2.0?
AGENDA
Our Enterprise 2.0 Vision
Look into a crystal ball
The Goal
The Challenge
Who we are

23. Whatis the goal of (an)Enterprise 2.0?

24. Whatis the goal of (an)Enterprise 2.0?

25. Meet the dark side
What is the goal of (an) Enterprise 2.0?

26. What is the goal of (an) Enterprise 2.0?
McAfee (2009) states that according to lead companies
he interviewed, users resistance is the single greatest
barrier to enterprise adoption. He suggests that the main
“competitor” to E20 tools is e-mail, which is the single
most used Internet application, therefore being
particularly hard to substitute.
A recent survey by Forrester (2010) argues that while
fully 50% of business make use of Enterprise 2.0
software, “employees access remains low”.
The E20 adoption council (2009) reports that 72% of
organizations reported resistance from users, and only
32% overcame it.

27. Whatis the goal of (an)Enterprise 2.0?

28. What is the goal of (an) Enterprise 2.0?
"If you want a job done well, you must first create
the right conditions for it."

29. Whatis the goal of (an)Enterprise 2.0?

30. What is the goal of (an) Enterprise 2.0?
My Site
My personal homepage

31. What is the goal of (an) Enterprise 2.0?
My Profile
Everything about me, my work
& my network

32. What is the goal of (an) Enterprise 2.0?
AGENDA
Our Enterprise 2.0 Vision
Look into a crystal ball
The Goal
The Challenge
Who we are

33. What is the goal of (an) Enterprise 2.0?
"If you are not in favour of new things or trying new
things, at least don't be against them."

34. More integration, less silos: The end of external vs.
internal
What is the goal of (an) Enterprise 2.0?

35. More integration, less silos: The end of external vs.
internal
What is the goal of (an) Enterprise 2.0?

36. Whatis the goal of (an)Enterprise 2.0?

37. What is the goal of (an) Enterprise 2.0?
Thank you!
"We should ask what organizational hierarchies are based upon:
The knowledge you keep or the knowledge you share.“
Felix Escribano
www.felmundo.de
twitter.com/felmundo
www.gplus.to/felmundo