Talk at the Enterprise 2.0 Summit 2010 "Exploring the Adoption Archetypes"

1. Exploring the Adoption Archetypes Exploration & Promotion: Implementation strategies of Corporate Social Software

3. Enterprise 2.0: From the Web into the Intranet Adoption and use of Social Software on the Web Intranet WWW ? Adoption and use of Corporate Social Software in the intranet Adoption and use of Groupware Collaboration § § §

4. Bottom up vs. Top Down

5. Bottom up vs. Top Down … tells us about ‚the who‘… … but not about ‚the how‘ Source: www.dreamstime.com

6. Wiki, Blog, Newsletter (Sharepoint) Social Networking Service (internal development) Wiki (confluence) Microblogging (Yammer) Microblogging (internal development) Wiki (TWiki) Wiki (MediaWiki) Social Networking Service (internal development) Wiki (MediaWiki) Wiki (Perspective) Wiki (TWiki) Blogs (Sharepoint) Blogs (Lotus Notes) Wiki (JSP Wiki) Social Networking Services (internal development) Microblogging (internal development) Weblogs (Wordpress) Wiki-Blog (MediaWiki, inhouse development) Wiki (MediaWiki) Social Intranet (Conflluence) Enterprise 2.0 Investigated Cases Social Networking Service (internal development)

8. Archetype 1: Exploration Continuously identifying feasible usage scenarios for IT-services, which are suitable for any use The Potential of a new IT-service was not fully transparent to the users in the beginning and should be unlocked by using the service Usage scenarios have not been initially specified Drivers of the IT-service were assured by its benefit, but a clear business-case was missing Source: www.dreamstime.com

9. Archetype 2: Promotion Coordinated communication and targeted training of IT-services with focus on certain modes of use The Potential of a new IT-service was transparent before its implementation Usage scenarios have been communicated and coordinated during the implementation phase Drivers of the IT-service had a clear expectation concerning the service, a defined goal and foresaw a certain kind of benefit Source: www.dreamstime.com

12. Both strategies used together (one after the other) Source: www.dreamstime.com Appearance

13. Assumptions based on investigated data Wikis and Weblogs have gained maturity, making Promotion the dominant strategy in corporate settings Microblogging is a rather new service, making Exploration the dominant strategy in corporate settings Source: www.dreamstime.com

14. Thank you for your attention! Archetype 1: Exploration Continuously identifying feasible usage scenarios for IT-services, which are suitable for any use Archetype 2: Promotion Coordinated communication and targeted training of IT-services with focus on certain modes of use Source: www.dreamstime.com