Enterprise Communication beyond 2.0
0 likes786 views
The document discusses Enterprise 2.0 and enterprise communication beyond Web 2.0. It defines Enterprise 2.0 as the use of emergent social software platforms within and between companies. Implementing an Enterprise 2.0 platform requires more than just technology and involves questions around goals, strategies, moderation, and incentives to encourage participation. Different types of Enterprise 2.0 include using 2.0 patterns for business communication, collaboration, understanding markets, and influencing markets.
![Enterprise 2.0
An Equation and a Definition
Web 2.0 + Companies = Enterprise 2.0
Enterprise 2.0 is the use of emergent social
software platforms within companies, or
between companies and their partners or
customers. 3
[Andrew McAfee]
http://andrewmcafee.org/2006/05/enterprise_20_version_20
Complexity science uses the term emergent to describe systems like ant colonies:
the appearance of global structure follows the result of local interactions
Enterprise Communication beyond 2.0 www.eng.it](https://image.slidesharecdn.com/mipslideshare-110727114631-phpapp01/85/Enterprise-Communication-beyond-2-0-20-320.jpg)
Enterprise Communication beyond 2.0
- 1. Enterprise 2.0 Enterprise Communication beyond 2.0 Massimo Canducci 3 Innovation Director Research and Innovation Division Engineering Ingegneria Informatica S.p.A. Como, June 2011 www.eng.it
- 2. An Engineering snapshot Delaware - USA Ireland Belgium • system integration consulting Italy • outsourcing Brasil • products 3 • software solutions The leading Italian independent, privately-owned software • 1,000 large accounts and Information Technology services company. • 724 M€ revenues In the top 10 in Europe in software and services • 7,000 IT specialists 40 branches in Italy, Belgium, Latin America, USA • 40 branches 1,000 large accounts in all market sectors in the world Enterprise Communication beyond 2.0 www.eng.it
- 3. Engineering Organizational Model Business Unit Research and Innovation Division Telecommunications Innovation Research Architecture and Consulting Utilities Innovation Competence Center Open Source Industry Innovation Identity Management 3 Public Sector / Health Innovation Enterprise Content Management ERP Finance Innovation Fonderie Multimediali Broadband Media Services (Xaltia) Software Factories Tablet Platforms Enterprise Communication beyond 2.0 www.eng.it
- 4. Enterprise Communication We’re going to talk about “Communication” 3 “2.0” and “Enterprise” Enterprise Communication beyond 2.0 www.eng.it
- 5. Enterprise Communication In the fictional Star Trek universe, a tricorder is a multifunction handheld device used for sensor scanning, data analysis, data recording and communications. 3 Enterprise Communication beyond 2.0 www.eng.it
- 6. Enterprise Communication 3 Captain James T. Kirk used a tricorder to update his Facebook status too and to send tweets on Twitter. Really. Enterprise Communication beyond 2.0 www.eng.it
- 7. Introduction Break the ice with a question … How many of you have a Facebook profile? 3 About 80/90 %. Thanks. Enterprise Communication beyond 2.0 www.eng.it
- 8. Introduction Second and last question How many of you have a Twitter account? 3 About 30/40 %. Thanks. Enterprise Communication beyond 2.0 www.eng.it
- 9. Introduction Second question was NOT the last … How many of you today checked-in here on 4sq ? 3 About 1/3% Thanks. Enterprise Communication beyond 2.0 www.eng.it
- 10. Introduction This is the last question. Really. How many of you have not the faintest idea on what is a 3 4sq check-in? About 80/90 %. Thanks. Enterprise Communication beyond 2.0 www.eng.it
- 11. Different users You definitely are a “standard user” nice, agile, usable, connected, collaborative, useful, cool 3 boring, unusable, slow, old-style, non-productive, uninviting Enterprise Communication beyond 2.0 www.eng.it
- 12. Different approaches Overtaking There was a time when "technology" first came into office and then in people personal life. (PC, printing, CD player, CD burner, connectivity, ...) Overtaking 3 Today, the opposite occurs. ”Technology" often is more advanced in personal life than in professional situations. Alex Zanardi overtakes Bryan Herta at Laguna Seca 1996 http://bit.ly/eGXi32 Enterprise Communication beyond 2.0 www.eng.it
- 13. Different approaches Personal and Professional Lives Even the interaction and communication patterns are evolving differently. The so-called "2.0” patterns were born in 3 consumer contexts, and are struggling to be taken in the enterprise. Enterprise Communication beyond 2.0 www.eng.it
- 14. Evolutions Interactions Models Evolution Web 1.0 Web 2.0 > 2.0 (Pretty much Web pages, plus a lot Various kind of objects HTML pages of other “content” shared over the net by shared over the web, different kind of apps viewed through a with more interactivity; (web apps, mobile apps, browser) more like an mashups, …) application than a “page” Mode Read Write & Contribute Share 3 Primary Unit of content Page Post Generic data State Static Dynamic In the cloud Viewed through… Web browser Browsers, RSS Any platform on Readers any device Architecture Client Server CS / WS Services / API Content Created by… Web Coders Everyone Everything Domain of… Geeks Most Everyone Enterprise Communication beyond 2.0 www.eng.it
- 15. Evolutions Communication Patterns Evolution Patterns 1.0 Patterns 2.0 Patterns > 2.0 Corporate news Submit news Share contents Executives speech Executives blog Executives tweet Taxonomy Folksonomy Auto generated tags Quick pool Discussion forums Comments on a tweet 3 Regular broadcast Top down contents Annual broadcast CMS Wikis Wikis & Aggregators Directories (A – Z) Search Search, Tagging, Ranking Sticky content RSS Feeds Hard Integration Mash-up Mash-up & API Enterprise Communication beyond 2.0 www.eng.it
- 16. Innovative Interaction Models The Consumer market influences the Enterprise one The most innovative Interaction Models occur before into Consumer market and then into Enterprise market. This situation influences the functional and technological choices in companies when they 3 need to design a new information system. We can see that as early from “2.0” models … Enterprise Communication beyond 2.0 www.eng.it
- 17. The 2.0 Information System Typical User Requreiments “Our Information System must have:” Facebook – like User Profiling Wikipedia – like Knowledge Management System Flikr – like Objects (document and media) Management System Google Groups – like Forums 3 and Groups Management Wordpress – like News and Content Management System (Blog) Twitter – like Microblogging Platform Total Integration with existing infrastructures and systems and possibly… an Open Source (or very cheap …) License Enterprise Communication beyond 2.0 www.eng.it
- 18. The beyond 2.0 Information System The Most Innovative Companies User Requirements “Our Information System must have:” Tablet dedicated functions (Apps) – i.e.: BI dashboards / B2B Multi device interface – different kind of tablet platforms Service / (O)API – based business logic – single set of services 3 (Private) Social Network integration – like / tweet / share / … Geo-refs functions – check-in / proximity B2B services Physical – digital gateway – i.e.: Qr-Code applications Plug-in / Widgets – based architecture Enterprise Communication beyond 2.0 www.eng.it
- 19. Enterprise 2.0 Web Web Web 2.0 > 2.0 3 Enterprise Company 2.0 Enterprise Communication beyond 2.0 www.eng.it
- 20. Enterprise 2.0 An Equation and a Definition Web 2.0 + Companies = Enterprise 2.0 Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers. 3 [Andrew McAfee] http://andrewmcafee.org/2006/05/enterprise_20_version_20 Complexity science uses the term emergent to describe systems like ant colonies: the appearance of global structure follows the result of local interactions Enterprise Communication beyond 2.0 www.eng.it
- 21. Enterprise 2.0 So … What is “emergent”? What are the tools and the platforms most commonly identified as emergent and then ecosystem facilitators and business - social - 3 oriented? To find out them we just have to take a look at what Web 2.0 offers in terms of services, patterns and ideas ... Enterprise Communication beyond 2.0 www.eng.it
- 22. Enterprise 2.0 This is “Web 2.0” today 3 Enterprise Communication beyond 2.0 www.eng.it
- 23. Enterprise 2.0 So .. what’s the point? We are talking about • collaborative models • Interaction patterns • methodologies • features 3 typical Web 2.0 approach (they come from the consumer world) merged or integrated into a single "Enterprise" platform totally integrated with the existing IT environment and possibly with a very cheap license Enterprise Communication beyond 2.0 www.eng.it
- 24. Enterprise 2.0 E2 is NOT only a technological matter Implementing an Enterprise 2.0 platform is NOT only a technological matter. 3 Enterprise ≠ Web Enterprise Communication beyond 2.0 www.eng.it
- 25. Enterprise 2.0 Some questions to be answered What’s the company goal in designing and budgeting a new Enterprise 2.0 platform? Lower costs Increase revenue 3 Make processes more agile Share knowledge Someone could answer: “Because we want an Enterprise 2.0 platform” …. Really … Enterprise Communication beyond 2.0 www.eng.it
- 26. Enterprise 2.0 Some questions to be answered What’s the best E2 strategy? Collaboration Sharing Community based approach 3 Flat repository for contents Someone could answer: “We ARE 2.0, we don’t need a strategy” Really … Enterprise Communication beyond 2.0 www.eng.it
- 27. Enterprise 2.0 Some questions to be answered CEO reports are "top down articles" or "blog posts"? How many people will leave a comment on a CEO blog post? How many people will leave a 3 comment on a CEO blog post honestly, without cringing and pretending? Someone could answer: “Can we have a blog post without comment feature?” …. Really … Enterprise Communication beyond 2.0 www.eng.it
- 28. Enterprise 2.0 Some questions to be answered It makes sense to create non business-related communities? Yes, because we want bring people together also in non business related fields. No, because we don’t want our 3 employees lose their time playing. Time is money! Someone could answer: “We are not Google (they really play games in working time), we have to earn!” …. Really … Enterprise Communication beyond 2.0 www.eng.it
- 29. Enterprise 2.0 Some questions to be answered Must comments be moderated? Yes, because we want ensure the security. No, because we want complete freedom in communication. 3 Someone could answer: “Great! We can open a CEO blog pretending transparency!” …. Really … Enterprise Communication beyond 2.0 www.eng.it
- 30. Enterprise 2.0 Some questions to be answered Can I be anonymous? (on a “logical” point of view, this is not a technical topic) No, because we want ensure the security. Yes, because we want complete 3 freedom in communication. Someone could answer: “Could we pretending anonymity?” …. Really … Enterprise Communication beyond 2.0 www.eng.it
- 31. Enterprise 2.0 Some questions to be answered It makes sense to use "ranking" and "tagging" as tools to evaluate contents and than evaluate people? No, because we don’t want our people evaluate themselves. 3 Yes, because we want to bring out personal (hidden) skills. Someone could answer: “Could we avoid ranking into CEO blog posts?” …. Really … Enterprise Communication beyond 2.0 www.eng.it
- 32. Enterprise 2.0 Some questions to be answered What kind of incentive do you need to get active users (and influence the 1:9:90 rule)? Money / Awards Professional growth 3 Public visibility Pats on the back Someone could answer: “We don’t need incentives, the employees have to participate!” …. Really … Enterprise Communication beyond 2.0 www.eng.it
- 33. Enterprise 2.0 The 1:9:90 rule In most online communities: • 90% of users are lurkers (i.e., read or observe, but don't contribute). • 9% of users contribute from time to time, but other priorities dominate their time. • 1% of users participate a lot 3 and account for most contributions. Enterprise Communication beyond 2.0 www.eng.it
- 34. Enterprise 2.0 The right approach to 2.0 Information System • targets understanding (if there are ...) • platforms selection (commercial / foss / cheap / …) and their integration • integration with existing information systems (single sign on / security / HR / users / …) 3 • development of missing features • system integration • methodological consultancy Enterprise Communication beyond 2.0 www.eng.it
- 35. Enterprise 2.0 Different kind of Enterprise 2.0 Enterprise 2.0 as a tool for Business Communication and 3 Collaboration Enterprise Communication beyond 2.0 www.eng.it
- 36. Enterprise 2.0 3 Enterprise Communication beyond 2.0 www.eng.it
- 37. Enterprise 2.0 3 Enterprise Communication beyond 2.0 www.eng.it
- 38. Enterprise 2.0 Different kind of Enterprise 2.0 Using 2.0 patterns to understand the market 3 Enterprise Communication beyond 2.0 www.eng.it
- 39. Enterprise 2.0 3 Enterprise Communication beyond 2.0 www.eng.it
- 40. Enterprise 2.0 3 Enterprise Communication beyond 2.0 www.eng.it
- 41. Enterprise 2.0 Different kind of Enterprise 2.0 Using 2.0 patterns to influence3 the market Enterprise Communication beyond 2.0 www.eng.it
- 42. Enterprise 2.0 http://www.facebook.com/alitalia 3 Enterprise Communication beyond 2.0 www.eng.it
- 43. Social Media e Comunicazione Enterprise oltre il 2.0 Thank you email: massimo.canducci@eng.it 3 skype: massimo.canducci twitter: @mcanducci www.eng.it http://geekandpoke.typepad.com/ Enterprise Communication beyond 2.0 www.eng.it
- 44. Enterprise 2.0 Enterprise Communication beyond 2.0 Massimo Canducci 3 Innovation Director Research and Innovation Division Engineering Ingegneria Informatica S.p.A. Como, June 2011 www.eng.it