This document discusses the implementation of social media and Enterprise 2.0 features within organizations. It provides an overview of how social media evolved from Web 1.0 to Enterprise 1.0. Common approaches to implementing Enterprise 2.0 are described, including user-centric, team-centric, and enterprise-centric approaches. The benefits and potential challenges of implementing Enterprise 2.0 are also outlined. Key stakeholders to involve in the rollout, such as management, teams and users, IT departments, and work councils are discussed. The summary concludes that rolling out these features requires clear vision, planning, and involvement of important stakeholders, and that it will change collaboration and communication within the organization, but can provide benefits if implemented wisely.

1. BV200 - What You Need to Know
about 'Enterprise 2.0' Before
Implementing Social Features
Oliver Wirkus (MVP, MCT)
Sr. Consultant with 2toLead
oliver@2tolead.com

2. HOW IT ALL STARTED
The good old times of Web 1.0
Web 1.0
 Design: Newsgroups and Forums
 Content:
 Published incoherent content
 Example: Homepage of private web sites
 Published as edited content
 Example: AOL, CompuServe, Yahoo
 Hardly any interactive options for users
 Users were ‘consumers’ only

3. HOW IT ALL STARTED
Web 1.0 turned into Enterprise 1.0
Enterprise 1.0
 Design: Static content
 Content:
 Information lookup
 Example: Menu of the canteen
 Predefined content
 Example: Corporate news or policies
 Hardly any interactive options for employees
 Employees were ‘consumers’ only

4. EVOLUTION OF ENTERPRISE 2.0
Established and successful web services impelled the evolution of Enterprise 2.0
Broadcast only Dialog (Feedback) Conversation (Networking) Utilization of reviewed
user behaviour

5. SOCIAL MEDIA USAGE IN DIGITAL MARKETING
The US Digital Marketing
The US market is trend-setting with regard to
the use of new media. The chart opposite
illustrates the growth forecasts for 2014 to
2019.
An exponential increase is forecasted for the
social media sector ($7.5 billion to $17.3
billion)..
The total share of new media in the overall
advertising market will thus rise to 35% in
2019.
Social marketing spending of the US Digital
Marketing companies has been rising steadily
for over a decade.

6. SOCIAL MEDIA ELEMENTS IN SHAREPOINT
What are the Social Media elements in SharePoint and how are they supposed to be used?
Tool Type of Communication Supported Processes Benefits
Chat 1:n
Knowledge Transfer, Communication Informal and quick communication, thread-based – usually not
fragmented (like email)
Feedback n:1
Publication, Quality Assurance Increased transparency through semantic processing of
content and
Tagging 1:n
Search, Content Management Improvements regarding retrieving of content, management of
content and reusability
Rating 1:n
Publication, Quality Assurance Increased transparency through semantic processing of
content
MySite
Delve
User-Profile
1:1
Self-organization, Self-Marketing Increased efficiency through better self-organization, Better
participation in corporate processes
Blog 1:n
Publication of Content Nachvollziehbare Diskussionen, Direkte Feedbackmöglichkeit,
Emailreduktion
Wiki n:n
Collabortive Publication of Content,
Knowledge Repository
Corporate Knowledge Respoistory with intrinsic qualitiv
assurance
Discussion n:n
Communication, Knowledge Repository Contextual Communication, Diminution of email

7. SUCCESS STORY
How can we use this ongoing success-story to make a corporate intranet more attractive?

8. APPROACHES
What are common approaches to implement Enterprise 2.0
User-centric
• Benefits for individual employees
Team-centric
• Benefits for corporate teams
Enterprise-centric
• Benefits for enterprises

9. USER-CENTRIC
• Skill / Staffing
• Employees are managing their on profile
• Social Networking
• Build not-work-related communities and foster
networking
• Employee News Channels
• Offer a subscription model to news and engage
users in news creation
• Self-Marketing
• Encourage and enable employees to promote
themselves

10. TEAM-CENTRIC
• Team-Areas and Project Environments
• Provide flexible and feature-rich (modern)
collaboration areas tailored to their needs
• Focused Communication
• Enable easy-to-use chats within the collaboration
environments and between the environments to
foster collaborative networking
• Self-Service
• Enable teams to quickly and easily create
collaboration areas, provide options to customize
those areas during the application process
• Globalization
• Collaboration and teamwork isn’t limited to a local
office. Think globally and enable your employees to
build global teams

11. • Conservation of knowledge
• Know-how remains within the organization
• Information Self-Service
• Employees have access to all the information they
need, without the need to apply for access
• Improved or direct cooperation
• Feedback can be gathered much easier and quicker,
direct feedback is used to improve processes and
collaboration
• Globalization
• Inclusion of branches, development of a sense of
togetherness
ENTERPRISE-CENTRIC

12. WHERE THERE IS LIGHT, THERE IS ALSO SHADOW
What are the pros and cons of Enterprise 2.0
Provision of knowledge: internal company knowledge is
collected and made available in a new form.
Workforce networking: Enterprise 2.0 enables employees
to build a closer social network that unfolds its benefits
through direct contact with colleagues.
Collaborative working: is significantly improved by
Enterprise 2.0 tools.
The ravages of time: Social media is the digital
transformation of a human need: social interaction. Social
Media is not a trend but the beginning of a enduring
change.
Transparency: Knowledge is gathered in one place and can
easily be "sucked away".
Reactance: Parts of the workforce could reject Enterprise
2.0 (Digital Immigrants target group).
Rarely a quick win: most Enterprise 2.0 tools need time to
provide their full benefits.
Change of corporate culture:
Everything becomes more transparent; this also changes
the way we communicate with each other.
No experience: Management needs to know that decisions
have to be made that have never had to be weighed up
before.

13. Management
• Determine measurable success factors
• Return on invest
• Identify potential benefits
• Increased effectiveness and employee satisfaction
• Show advantages for the company
• Investment in the future
• Develop a vision
• Improved context-sensitive communication
• Transition to Leadership 2.0

14. TEAMS & USERS
• Demonstrate personal benefit
• Personalized dashboard
• Self-Marketing
• Addressing critical topics
• Reduce fears & prejudices
• Observing Generations
• Power-User vs. Common User
• Professional training
• Include company motivation systems

15. IT DEPARTMENT
• Reduced workload
• Employee Self-Service
• Replacement of old systems/software
• Maintenance / backup reduction
• Changing the company role
• In-house solution provider

16. WORK COUNCIL
• Demonstrate benefits to the workforce
• More employee initiative
• Eliminate data protection concerns
• Include in critical topics
• Training
• Include as training partner

17. SUMMARY
• Rolling-out Social Media features in an organization
requires a clear vision and a lot of planning
• Build an organizational ‘task force’ and involve
important stakeholders
• Expect the change! Rolling-out Social Media features
will change the way your staff is collaborating and
communicating!
• Wisely implemented Social Media features will bring
an ROI for the organization and provide benefits for the
staff

18. Questions
Oliver Wirkus (MVP, MCT)
Sr. Consultant with 2toLead
oliver@2tolead.com