Enterprise 2.0Innovative organizational communication

2008-17-11

Stefanie Stang

GIT CC Marketing

2

PERSON OF THE YEAR: YOU!

3

WEB 2.0 INTRODUCTION

It’s all about me

And my networks

It’s open

Emergent

Fast

And always on

An approach, not a technology

Emergent structures

Software as a service

Information reuse

Social networking

The Web 2.0 spirit Web 2.0 characteristics

4

WEB 2.0 GARTNER RESEARCH

Gartner Emerging Technologies Report

Web 2.0 on top in Gartner’s annual release of Emerging Technologies Report

Gartner

80% of Global 1000 companies will have tried Web 2.0 by the end of 2008

But only 20% of those companies will successfully adopt the "non-technology attributes" of Web 2.0, such as metadata and content produced by users

While products allows companies to build Web 2.0 applications, a company will also need to know how to adopt these application and use them to encourage social interaction that is integral to the concept

It's "more than just the technology”

5

Enterprise social software, also known as Enterprise 2.0, is a term describing social software used in "enterprise" (business) contexts

It includes social and networked modifications to company intranets and other classic software platforms used by large companies to organize their communication

In contrast to traditional enterprise software, which imposes structure prior to use, this generation of software tends to encourage use prior to providing structure

Enterprise 2.0 includes:

Wikis and Blogs

Podcasts

RSS

Instant messaging

Social Bookmarking

Online Communities

DEFINITION ENTERPRISE 2.0

6

WHAT ARE WIKIS?

“A wiki is a page or collection of web pages designed to enable anyone who accesses it to contribute or modify content, using a simplified markup language.”

The main principle of a wiki is to create content which is characterized by the following criteria:

Technological simplicity

Open access

Collaboration

Versioning

7

FIELDS OF APPLICATION IN AN ORGANIZATION

Documentation of knowledge

Project management

Accumulation and exchange of information

“When I imagine an organization I have in mind nothing more than an interlocking network of communication processes.” (James R. Taylor, 2003)

8

ISSUES OF THE WIKI USE IN ORGANIZATIONS

No asset management included

Complicated control procedure – Quality management absolutely needed

After some years without administration a corporate wiki may end in chaos

Categories may be included, but no real hierarchies or a navigation

The management of rights and roles in a wiki may become laborious

The acceptance of wikis as a replacement of intranets may not been given

Wikis are a good solution for project documentation, but over the years the overview may get lost. Consequence: Nobody knows in which wiki to search for the needed information

9

WHAT ARE WEBLOGS?

A blog is a website that is typically maintained by a person or organization for the means of sharing information, commenting on events and /or the publication of videos, images, music, and audio

A typical blog combines text, images, and links to other blogs, web pages and other media related to its topic

The ability for readers to leave comments in an interactive format is an important part of many blogs

The Blogoshere

The collective community of all blogs is known as the blogosphere. Since all blogs are on the internet by definition, they may be seen as interconnected and socially networked

10

FIELDS OF APPLICATION IN AN ORGANIZATION

Corporate news

Project updates - “Project Blog”

Organizational updates

Customer communication – “CRM Blog”

Notification new products - „Product Blog“

Interaction of employees

„Campaign Blog“

„Crisis Blog“

11

ISSUES OF THE BLOG USE IN ORGANIZATIONS

Defamation of authors through comments

Interaction invites spam

High personal costs for a high frequently blogging

Blogging guidelines for employees are necessary (Who is allowed to start a new blog? Who are the editors? Is every employee an editor?)

12

FURTHER ENTERPRISE 2.0 FEATURES

RSS feeds

Subscription to updates from blogs and wikis

Notification of system changes

Competitive and market intelligence

Publish organizational updates

Social networking

Expertise management

Contact management

Alternative to email

13

FURTHER ENTERPRISE 2.0 ISSUES

There are enterprise versions of every Enterprise 2.0 application

Hosted internally

Secured access

Appliance-based

Address in policies

Whether Web 2.0 solutions will be allowed

Which tools will be allowed or supported

What type of information can be published

Whether posts, etc. will be reviewed pre- or post-publication

The value of these tools is in making collaboration fast and easy, not slow and bureaucratic.

Consider whether to implement versions inside the firewall

14

USEFUL LINKS

Enterprise 2.0 – The Collaborative Technologies Conference http://www.e2conf.com/

How to – Corporate Blogs http://www.sichelputzer.de/2008/04/15/howto-corporate-blogs/

Corporate Blogs- Einsatzmöglichkeiten und Herausforderungen http://www.zerfass.de/CorporateBlogs-AZ-270105.pdf

Wikis im Unternehmenseinsatz http://bloganbieter.de/2007/11/09/wikis-im-unternehmenseinsatz-corporate-wikis/

IT Frontal: Wikis - eine vielversprechende Form des Wissensmanagements? http://www.itfrontal.de/2008/01/wikis-im-untern.html

Wikis im Unternehmenseinsatz http://www.fzi.de/KCMS/kcms_file.php?action=link&id=644

Andrew McAfee’s Enterprise 2.0 blog http://blog.hbs.edu/faculty/amcafee/

15

LITERATURE

Eck, K. (2007): Unternehmen im Online-Dialog zum Kunden. Orell Füssli.

Koch, M.; Richter, A. (2007): Enterprise 2.0. Planung, Einführung und erfolgreicher Einsatz von Social Software in Unternehmen. Oldenbourg.

McAfee, A. (2006): Enterprise 2.0. The Dawn of Emergent Collaboration. In: MIT Sloan Management Review 3, S. 20-28.

Tapscott, D.; Williams A. (2006): Wikinomics: How Mass Collaboration Changes Everything. Portfolio Hardcover.

Weinberger, D. (2007). Everything is Miscellaneous: The Power of the New Digital Disorder. Times Book.

Zerfass, A.; u.a. (2008): Kommunikation, Partizipation und Wirkungen im Social Web. Strategien und Anwendungen: Perspektiven für Wirtschaft, Politik und Publizistik: Band 2. Halem.

16

THANK YOU!