E20 summit 2010: Beyond Adoption
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Transcript of E20 summit 2010: Beyond Adoption
Where next for E2.0?Lee Bryant, E20 Summit, October 2010
[welcome]
Hello from Headshift
E2.0 has come a long way...
Good awareness of social tools
Good spread of use cases in business
Enterprise 2.0 study
Tech4i2 Ltd – IDC – Headshift 2010
14
3 E20 in action: cases studies
3.1 Analyzing Enterprise 2.0 Use Cases A typology is a natural categorization: a systematic classification of types that have certain characteristics in common. We attempted to organize use cases into categories that represented intrinsic properties of the use cases contained with them, building on the work of others including Negelmann (2009) and Morgan (2010). We found, however, that the use cases did not fit neatly into mutually exclusive categories. We then adopted an approach taken by McAfee (2007) and built on by Quintarelli (2008), situating use cases according to the sort of interpersonal tie (Granovetter, 1973) they facilitate.
Enterprise 2.0 tools facilitate person-to-person communication and collaboration within a company, between a company and its ecosystem of partners, clients and stakeholders and between a company and the wider world. Based on this, we found it useful to position the use cases in a space defined by two dimensions that represent these two fundamental qualities of enterprise 2.0. This space is shown in figure 1. Figure 3: Typology of Enterprise 2.0 Use Cases
The first dimension is that of type of interpersonal tie being supported by the use case. McAfee (2007, 2009) extended Granovetter's (1973) account of information-carrying
Good adoption proof points
A trojan horse for organisational change?
(Or maybe ‘trojan mice’)
but...
Reality check from outside the petri dish
Reality check from outside the petri dish
Current state of adoption :
• Early: not yet seeing the network effects of Web 2.0
• Patchy: lack of integration with mainstream IT systems
• Tool-centric: too focused on tool adoption, not biz change
What is our goal?
Adoption of new tools?
Business performance?
Business improvement?
Business improvement?
Bottom line impact:
• Lower operating costs
• Networked productivity
• Business agility
• Effective management
• Customer centricity
Where is current business practice going wrong?
People : outdated views of motivation, behaviour
Process : an expensive way to orchestrate activity
Technology : a critique of the IT function
What have we learned that can help here?
• Human behaviour, spread of influence in networks
• Aggregation, flow, network effects, force multipliers
• Open, collaborative working contexts
• Designing for emergence and evolution
Moving beyondE2.0 adoption
Social Business Programmes
Platform thinking for underlying capabilities
Platform thinking for underlying capabilities
Where this will take us:
• Continued abstraction of specific business apps from underlying social platforms
• More ways for people to organise and make sense of their enterprise social world
• Opportunities for new forms of measurement
• IT running platforms and data, with business units owning the apps
• Social platforms becoming key experience integration points in the enterprise
Pace layering model for E2.0 integration
Traditional Enterprise systems
CMS DMS RDBs Mail Etc...
Social business platform(s)
Wiki Blogs Groups RSS SNS
API / Data sharing
API / Data sharing
Social business appsUse Case Use Case Use Case Use CaseIN
CR
EA
SIN
G W
EIG
HT
INC
RE
AS
ING
VE
LO
CIT
Y
Simple, light-weight situated apps built on capabilities of both social platforms
and existing enterprise systems
An app store in every enterprise?
Use cases and local, situated software
E.g. Better coping tools for information overload
The power of open data to change behaviour
Social experience design: energising networks
New opportunities for leadership
Proximity wormholes: intimacy at scale
Can this create meaningful organisational change?
“Vorsprung durch
Nutzungsoffenheit” ?
Key question: can we reform the silos or should we weave parallel networked structures on top?
http://www.headshift.com
leebryant
Thanks for listening
Attribution for images
Except where otherwise stated, photos courtesy of Flickr using Creative Commons license.
Thanks to the following photographers:
http://www.flickr.com/photos/peasap/655111542/ http://www.flickr.com/photos/paul_irish/2379958609/ http://www.flickr.com/photos/cote/54408562/sizes/l/ http://www.flickr.com/photos/featheredtar/2305070061/ http://www.flickr.com/photos/notionscapital/2328274151/ http://www.flickr.com/photos/cristiano_betta/2909483129/http://www.webmastergrade.com/wp-content/uploads/2009/09/Flying-Fish-Sea.jpghttp://www.flickr.com/photos/effbot/3890360265/http://www.flickr.com/photos/myklroventine/3956567817/http://www.flickr.com/photos/timjc513/2419424444/http://www.flickr.com/photos/69er/163986572/http://www.gameaddictionblog.com/images/smb.jpghttp://www.flickr.com/photos/erix/2657100921/
Other references:
http://mashable.com/2010/06/15/gatorade-social-media-mission-control/http://usersguidetotheuniverse.com/?p=96 http://www.gameaddictionblog.com/images/smb.jpg http://www.motherjones.com/files/legacy/mojoblog/barack-obama-pointing-250x200.jpg http://www.slideshare.net/basf/2010-nl-lug-amsterdamconnectbasfslideshare-5314020http://www.usdesignstudio.co.uk/