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Resistance to change: The real Enterprise 2.0 barrier
"Large organizations continue to embrace Enterprise 2.0 as a viable addition to the corporate business process toolbox. As evidence, look no farther than the rapid growth of The 2.0 Adoption Council, which was founded this past June and currently boasts more than 100 member organizations, each of which has more than 10,000 employees.
Despite clear interest from the enterprise, discussion persists around obstacles to large-scale adoption of Enterprise 2.0 approaches, tools, and methods."
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The fundamental challenge to rapid diffusion of Enterprise 2.0 in large companies and the government is fear of change. As with all business activities, the human element remains a basic driver of success and failure. Enterprise 2.0 practitioners, consultants, early adopters, and observers should recognize the reality of these obstacles and plan accordingly.
Why Process Barfs on Social
"In fact, Ill go further: The ‘Its the early days’ argument just doesn’t stand up. No different from the plethora of consumer services that we all use (Twitter et al), first impressions are lasting impressions in the enterprise setting as well. As participants, we make up our minds very early about the usefulness of a program, technology or service. And so if intent, incentive, context and usability are not hard coded into the effort from the get go, its never going to have the required street credibility, no matter how much time and money you throw at adoption. "
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The problem is that, in the context of E2.0, there’s little discussion around performance objectives where social computing constructs and technologies can move the needle on discrete but large scale business solutions
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Following that we ran sessions that addressed delivering tangible value in the context of known functions and processes in the enterprise: purpose driven collaboration, reducing customer support costs via social concepts and improving product innovation via social concepts. No tools, no features and frankly no adoption. Just performance acceleration via strategic process and performance alignment – topics that are central to the consulting work that Oliver and I are involved in and frankly those that need to dominate the discussion around Enterprise 2.0 (detailed below).
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How to build vibrant communities
"Communities don' t just work. The creation and sustaining of communities needs active facilitation.
As part of the SunSpace deployment we created a Community cookbook which covers following topics 200901192239.jpg
* Community overview (CoP,project teams, social networks ...)
* Community build (roles,responsibilities,measures, getting started)
* Active Community management (facilitation tips & tricks, health check )
* Scalability (community driver model, self supporting communities)
* etc."
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- > 25'000 users
- 10 time growth within six month
- > 500 communities
- > 130'000 content objects (wiki pages, attachments etc.)
- > 5.5 million social activities
- consolidation of 3 existing knowledge management tools (aka shutdown these sites )
The implementation of SunSpace has been proven to be successful . Since we launched SunSpace in July 2008 we have
Community management: The 'essential' capability of successful Enterprise 2.0 efforts
It’s not a skill that’s been widely understood until quite recently, however community management has begun to move to the forefront of discussions about enterprise social computing as the use of social tools begins to climb the maturity curve. Now community management is increasingly proving not just useful but a critical component of Enterprise 2.0 efforts despite an often vague understanding of what it is and where it should be situated in the org chart."
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The vast majority of the respondents, 95% of them, rated community management as “essential” to their Enterprise 2.0 effort. The remainder listed it as “important”
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Enterprise 2.0 Demystified
In my experience the word “social” has always presented problems in the enterprise. Management exposed to the philosophies of 2.0 thinking, aren’t keen to encourage socializing in the enterprise, but are very willing to improve working. I saw a similar post by Chris Yeh on this theme. Also, we had a good chat internally in the Council about the meme wars, and members expressed their frustration in a wholesale change to the labeling of the sector. It will cause practical disruption and well as introduce confusion at a time when many in the organization were just starting to “get it.”
Going beyond the hype: Identifying Enterprise 2.0 best practices
Those trying to read the tea leaves about Enterprise 2.0 these days can see that the software at least has arrived in a bare majority of companies, even if it’s just Facebook or Twitter across the firewall. Genuine adoption and meaningful integration into business processes has certainly happened in a number of organizations, but is still the edge case today rather than the rule. That’s not to say the current case studies aren’t reporting gains, they generally are. But the message here is that many enterprises are now actively in full contact with the social computing world, whether they want to or not, and now it’s time to understand how to deal with the benefits and issues.
Adoption of social tools in Clifford Chance
During our Insight Event last week, Sam Dimond (Director of Knowledge Systems) outlined his thoughts on how to get started with social tools, drawing from his experience of the adoption of blogs and wikis in Clifford Chance.
Forget Gen Y: Gen X is Making Real Change
Sometimes even the best researchers forget that the answer you get depends entirely on who you ask. A new Forrester survey of 2,000 information workers has revealed that despite the hype, it's not Gen Y that's getting business to adopt collaborative technology. Gen X, those who are 30-43, are the ones leading the charge for social computing.
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Forrester's analysis is that despite their different view of technology, Gen Y, Millennials, or whatever you want to call those 29 and under, don't yet have the clout within organizations to make real change.
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Even if Gen Y was significantly better at using social software, it wouldn't matter at this point. Obviously younger employees will increase their stature within organizations as the years pass. But the idea of Millennials at the vanguard of innovation in the enterprise is a myth
What is the Real Value of Pilots to Technology Adoption?
The majority of respondents were positive about the value of pilots because they are culturally and functionally useful. One of the most important benefits of running a pilot is that it gives you an opportunity to discover and fix any technical issues before a tool is made available to thousands or tens of thousands of people. Fixing those problems while they’re small and you’re working with a pilot group that’s empathetic makes it much easier to refine the system for a smooth rollout and adoption.
How Web 2.0 usage is changing over time
Across all categories, the use of Web 2.0 technologies by employees for internal purposes has increased from 53% in 2007 to 65% of respondents in 2009. The largest components of growth have come from using Web 2.0 to develop new products / services internally, to manage internal knowledge and to reinforce the company culture via tools such as internal social networking applications. The companies who have embedded these tools in their day-to-day activities and processes have seen the largest impact by improving communication across silos to reduce duplicate work and leverage experts in other areas.
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In contrast, over the past 3 years, the adoption of Web 2.0 technologies for connecting with business partners and suppliers has stagnated at 40%.
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The momentum we see in the growth of Web 2.0 technologies implies we will see higher penetration in 2010 for using these technologies for employees to collaborate and to facilitate interactions with customers.
How Procter & Gamble Got Employees to Use Social Networking at Work
The Situation: With more than 138,000 employees in 160-plus countries, there are countless opportunities—and as many hurdles—for P&G to connect ideas and expertise. Through its Global Business Services group, P&G is deploying an intranet that allows users to create value beyond their usual circles.
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. Once their use of wikis, blogs and similar tools solidified, P&G selected Telligent's online community application as an enterprise Web 2.0 platform.
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Nearly 12,000 users opted in before there was any formal marketing of the platform.
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Fact-gathering on 2.0 Adoption
Some of our best contributors in the Council are large consulting firms who are rolling out their own initiatives, and I expect these firms will leverage this intelligence to build their own practices at some point. During the first evolution of the web, a whole host of IT services firms cropped up to take advantage of the promise of enterprise transformation via the web. Most of those firms fell flat in the dotcom meltdown bringing down investors, customers, employees, and the echo chamber. I did a huge research report that profiled who those companies were and what dynamics were driving that sector.
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For instance, budgets for 2.0 are a lot higher than I would have guessed (if at all even established).
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Other interesting findings reveal that IT is not driving many of the decisions to implement a wide-scale enterprise 2.0 initiative. Lines of business comprise the lion’s share of our members.
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Types of Incentives for a Web 2.0 environment
I have been discussing incentives in for a Web 2.0 environment quite abit recently. Incentives comes in many forms, shapes and sizes. I would like to discuss more about the incentives that could be used in such an environment to improve adoption and usage. I will provide some high level case studies as well.
How companies are benefiting from Web 2.0
The heaviest users of Web 2.0 applications are also enjoying benefits such as increased knowledge sharing and more effective marketing. These benefits often have a measurable effect on the business.
GE's Enterprise Collaboration Backbone
The numbers are huge: 400,000 global users in 6,000+ locations around world, all working within a 100% web interface available in 20 languages (your user interface language is defined by your sign in permissions). The system gets over 25 million web hits a day, greater than employee usage of Google and Yahoo combined. Users have created over 50,000 communities with over 100,000 experts signed up to answer questions and manage information; experts are GE workers with full-time jobs who use the system because it helps them do their job better.
Thousands of business processes have already been digitized in an internal world where knowledge and work processes are critical. Everything is behind the firewall except for ‘pinholes’ to external destinations which allow external vendors, suppliers and customers to collaborate on specific projects . There are 30,000 external users who come in through the firewall pinholes to participate in specific communities.
Balancing Technology and Culture During a Social Business Implementation
The topic of corporate culture and social computing has been done to death but still seems to rumble on as an undercurrent for many blog posts. Views range from the suggestion that corporate culture needs to be right for social computing to succeed all the way through to suggestions that social computing can act as a catalyst for cultural change. Of course its never as clear as either of those academic stances and when you listen to people in workshops saying, "it's not about the technology, it's about the people," in the same breath as, "the platform has to be perfect," it becomes very apparent very quickly that there is confusion over where the optimum balance lies.
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Let me start by saying the final aim of any social business program shouldn't be to find balance between technology and culture.
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In a company with a good culture they'd see the benefit of sharing and make the best of the tools they have. In a poor culture, one where there is fear or dislike of sharing, it's easy for people to use the drawbacks of the technology or process as an excuse not to share. "It's too cumbersome to upload a document," "It's too difficult to find a time when everyone is available for a meeting." In this case an answer would be to set-up a blog platform. Make the blog platform easy to use. Make the process of posting to the blog wonderfully simple. Those people who didn't share simple because the ways of sharing in the past weren't good enough will now be able to share. Those who used technology as an excuse will still not share.
Implementing Enterprise Micro-messaging at Océ
I recently spoke with Samuel Driessen, Information Architect at Océ, about their enterprise micro-messaging experiences. Océ is a leading international provider of digital document management technology and services. Samuel is located in the Netherlands and his responsibilities include both the information architecture for structured data in applications such as PLMS and SAP and the unstructured content in places such as email and knowledge management programs.
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The low barrier to entry helped expand the number of users. The intuitive and attractive interface also helped. Samuel said that there were only about 15 to 20 people using Twitter in the company when he introduced Yammer. Now there are over 250 Yammer users
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about what they are doing and ask questions about their work while they work. Samuel has found that everyone who participates is very helpful and polite. There has been no bashing. He is collecting examples of where micro-messaging helped the organization.
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enterprise2.0 (109)- web2.0 (23)
- collaboration (21)
- socialsoftware (19)
- socialnetworks (15)
- communities (15)
- organization (15)
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- business (13)
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- intranet (11)
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- culture (9)
- ROI (7)
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