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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

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Enterprise 2.0