van web 2.0 naar enterprise 2.0

Business Social Software

Ross Mayfield, SocialtextVan Web 2.0 naar Enterprise 2.0May 2008

Agenda

Elements of ChangeControl and SharingPower Law of ParticipationFreeform vs. StructurePeople-centric software4 Solution Areas

• Identity expression on the web is common

• Cost of global publishing is falling to zero

• Cost of group forming is falling to zero

• Peers are more trusted than institutions

• NetGens are the biggest demographic shift ever

• Sharing control to create value

Identity expression now common on the

web

Cost of global publishing is falling

to zero

Cost of group forming is falling

to zero

Peers are more trusted than institutions

NetGens are the biggest demographic shift ever

The greatest pattern of Web 2.0 is sharing control to create value

WorkParticipation

Brittanica

ShareParticipation

Open(the other half)

Participation

Wikipedia

To get the benefits of sharing controland being open, you have to move

towards transparency

Complexity is in the social networkVendors tried to put it in the software

Social Software keeps complexity in the social network. Where it belongs. Only encoding simple rules to yield emergence

Freeform is a strength and weakness•Shifts value from features to solutions•Flexible and adaptive•Unlike implementing CRM or ERM•People-centric instead of rule or document-centric

ImplicitUnstructuredConversation, connectSocial Discovery filterBlogsMore publicPower of strong tiesCommunities

ExplicitStructured

Connect, converseSocial Network filter

YASNSMore private

Power of weak tiesNetworks

Socialtext Wiki & Blogs

Socialtext People

People Directory

Socialtext Dashboard

Socialtext Dashboard

Decoupling Decisions

In the real world, conversation comes before connection, and often around a social object

But with connections, the value is the social network as a filter and method of discovery

Social Software initiatives fail without partnership between:• Line of Business Manager• Vendor• IT

4 Solution Areas

Collaborative Intelligence from the Field

Core - edge, edge - core, edge - edgeMarketing publishes, gains feedback, field

collaborates directly, insight bubbles upDiscover expertise, implicitly fist

Participatory Knowledgebase for Support

Rapid documentationDiscovery with search, tags and metricsDynamic Intranet in-the-flow of work

Flexible Client Collaboration for Professional Services

From Statement of Work to fulfillmentProject communication and transparency

Business Social Networks for Partners and Customers

Similar pattern as Collaborative Intelligence, but with ecosystem and in-the-flow

Thank you

ross.typepad.comross.mayfield@socialtext.com