ENTERPRISE 2.0

ICC 6th WORLD CONGRESS

You’ll find me on: Employer websites and Blog: skillingtime. FaceBook: Sheryle Moon LinkedIn : http://www.linkedin.com/in/sherylemoon Twitter : SherylemMySpaceSecond Life PlaxoLinkMeWikipediaGoogleVideo

You’ll find me on: Employer websites and Blog: skillingtime. FaceBook: Sheryle Moon LinkedIn : http://www.linkedin.com/in/sherylemoon Twitter : SherylemMySpaceSecond Life PlaxoLinkMeWikipediaGoogleVideo

AGENDA AGENDA 1. Web 2.0’onology – Definitions for Organisations

2. Environmental Context – What Happened?

3. Strategic Focus – Many to Many

4. Challenges – For People & Business

5. Innovation – Beyond Borders

6. Shift Happens

7. Execution - Supporting the Plan

8. The Future Today – Enterprise 2.0, Web 3.0

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Web 2.0 DefinitionsWeb 2.0 Definitions

• Web 2.0 Principals – Described by Tim O’Reilly, Sept 2001 (Dot.bomb time)

– The Net is the platform, service based.– “Participation Architecture, collective intelligence, but you control your own data”– Multiplying power of “Data Remix” and “The Long Tail”

• “Enterprise 2.0 is the use of emergent social software platforms, within a company or between the company and their partners of customers “

Source Andrew McAfee – Harvard

• Enterprise 2.0 - The application of Web 2.0 and social media inside organizations to bring value. Also, it is literally about creating the next version of the enterprise. The challenge is: how do we create this and keep up with it as it changes?

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What Happened to the Environment?What Happened to the Environment?

• A Standard E-Address (Internet Protocol IP)• Broad Band Unlimited (well almost)• International Take-up • Cheap and Varied Devices• Web scales to any screen format• The People’s Revolution (for Globalised

Information)

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Web2.0 RealityWeb2.0 RealityBlogs (Blogflux) – simple content publishing system Wikis (Wikipedia) – single document that can be edited by multiple users Social Networks (Facebook) – online community form sharing personal information Social Networks for Business (Linked-In) – online community that is business related Mobile (mini) Applications (iPhone apps) – cheap and tiny applications for specific usePodcasts (TED) – audio files available for streaming or download Video (YouTube) – downloadble short and (often) low production quality RSS (ABC Online) – popular syndication format allowing subscription Tagging (Flickr) – adding descriptors to documents and pictures Micro-Blogging (Twitter) – short, sharp (140 character) updates and commentsMash-ups (Tweetdeck) – integration of disparate data sources or apps into a single toolVirtual Worlds (Second Life) – simulated environments, interaction through avatarsCloud Computing (Amazon EC2) – scalable, pay as you use, utility computing SaaS (Salesforce.com) – single use application that is e-hosted

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Web Change – in 2 Years

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TABLE TASK 1You’ll find me on:

• Google, Wikipedia, FaceBook, LinkedIn, Twitter, My Blog, Pulse, LinkMe, Flickr, YouTube, Second Life, My Space

• Employer websites past and present

Where will we find you online?• 1 point per person per Web 2.0 site, 2 points for an organisation • Add the score for your table…

– highest total scoring table wins!

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Strategic Focus or Strategic Advantage?

• “Enterprise 2.0″– The application of Web 2.0 and social media inside organizations to

bring value. Also, it is literally about creating the next version of the enterprise.

• Intranet, Extranet, Internet only -– NOT. That’s a Walled City.

• The challenge is: – How do we create this and keep up with it as it changes? – How do we get the benefits of “Collective Contribution”?– How do we retain corporate secrets and competitive

advantage?

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Web2.0 Reality for BusinessWeb2.0 Reality for BusinessBlogs (Blogflux) – organisational tasks - internal communications, project managementWikis (Wikipedia) – collaborative document creation and project managementSocial Networks (Facebook) – can be intra company to build the team and create trustSocial Networks for Business (Linked-In) – recruitment and resume/reference checksMobile (mini) Applications (iPhone apps) – everyone expects to be mobile Podcasts (TED) – learning content and internal/external communicationsVideo (YouTube) – promotion of brand, events and activitiesRSS (ABC Online) – fundamental shift of org. Information flow and thought leadershipTagging (Flickr) – facilitate enhanced search and information sharingMicro-Blogging (Twitter) – marketing and self promotion, thought leadership Mash-ups (Tweetdeck) – enable end user to access and manipulate informationVirtual Worlds (Second Life) – training and education, mini conferencesCloud Computing (Amazon EC2) – taking cost out of supply chain, improve up time SaaS (Salesforce.com) – try before you buy (or never buy)

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Proof of Focus - Business and Organisations are leveraging social network applications to improve collaboration with customers, employees and partners

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Cool Corporate, Big Business

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Blendtec is famous for its bevy of inexpensive “Will It Blend” videos posted on YouTube and shared by

millions.

Dell leverages a variety of social media platforms for customer engagement, including an island in the virtual world of Second Life 15

Jeep connects with customers via a community page with links

to photos on Flickr, the company’s MySpace and

Facebook pages.

Nike started a social community on Loopd to connect athletes interested in surfing, BMX bike racing and similar activities with the brand

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Challenges?Challenges?

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Fear! – A Manager has Lost Control – Again!18

Table Task 2Table Task 2

What are the obstacles facing your organisation(s) in implementing Enterprise 2.0 concepts?

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The Enterprise of the Future is …

Innovative Beyond Borders

Collaboration Requires Increasing levels of Trust

From Shawn Callahan and Economist Intelligence Unit

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Co-ordination•Driven by directive•Focus on short term goals•Teamwork helps but not essential•Value created by individual action•Little additional value•Trust not essential to success

Co-operation•Driven by an immediate need•Can succeed even if commitment uneven•Value is incremental & uneven•Only one party may benefit•Lower level of trust than for collaboration

Collaboration• Driven by mutual self interest• Requires high level of commitment

on both sides• Creates new value • Value can be shared by both parties• Often requires specialisation• Requires high levels of trust

When do you collaborate?

Table Task 3: W2.0-9D

Use the Power of Collaborative Thinking across YOUR table:

1. Write two sentences that describe the best growth or change opportunity for your business

2. Each read their two sentences to the rest.3. Accept (Without discussion) ONE great idea, using

Web2.0 from each participant, to achieve your goal.22

Shift Happens

Facing the dangers of complacency: • Encyclopaedia Britannica• Walkman• Analogue Watches • Newspapers• Board Games• Video Tapes• Music CD’s• Netscape• Visi Calc and Lotus 123• What next?

– Yahoo? SAP? GM?, Ferrari, Fairfax, News

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CHANGING BUSINESS MODELS

Biting back: struggling newspapers unite Saturday 30 May 2009 By Simon Palan

In Australia, Fairfax's The Age and Sydney Morning Herald papers are barely making any profit (ABC: Sean Rubinsztein-Dunlop)

The rise of the internet is threatening the business model which has supported traditional newspapers for centuries.Around two dozen newspaper executives huddled together in a Chicago hotel to discuss ways newspapers can protect theirinternet content and in some cases, charge web surfers to read it. By altering their online models, newspaper executives

are hoping to stop the financial haemorrhaging. In the US alone in the last six months, the publisher of the Chicago Tribune and

the Los Angeles Times filed for bankruptcy. Even the popular New York Times is struggling.

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Table Task 4 – Wot Not?

Lets Be Frank – Part of your Business is Under Threat from Web 2.0 Right Now – but which part, and why?1. In a group discussion, each person should nominate one part of your

business that you are going to “stop doing” in the next two years?2. Decide what will replace it?3. Present one area for “the axe” from each table.

“Finite players play within boundaries, infinite plays play with boundaries” - James Caise

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EXECUTION: Getting on with ITEXECUTION: Getting on with IT1. Participate and Play

The only way to understand social media is to participate. You need to play extensively with a wide variety of tools and discover how they are being used.

2. Discover relevant conversationsFind out what is being said about your company, your competitors and your industry - online. Relevant conversations can easily be uncovered with free tools such as Google Alerts, Technorati, Twitter Search and Social Mention.

3. Identify influencersA little research will readily uncover who are the most prominent influencers. Think laterally.

4. Build a relationship with influencersOnce you find influencers, it is a massive mistake to then deluge them with press releases and product information. Follow their blogs and Twitter, learn what interests them earn you the right to raise your favourite topics.

5. Don’t make half-hearted effortsDon’t dabble. Get committed. Some have suffered from incomplete efforts (Westpac on Twitter)

6. Find experienced guidesThere is no substitute for experience in understanding how social media functions. Absolutely dive in and learn for yourself, but also seek guidance. Note that some “experts” are actually recent converts. 26

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The Online Future – THIS Year!

• Beyond search – seeking infromation • Decision Engines – Microsoft’s Bing.com, Wolfram Alpha• Web 2.0 Mashups – many more to come• Content Delivery Networks (CDN) - Akamai • Embedded Device mania – iPhone+, Netbooks• Enterprise 2.0• Web 3.0 – Machine access to the Worlds Information

Reverse the Problem Solving Algorithm – Look at the tools first, then chose known business problems and apply them to those,

via willing teams.

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Enterprise 2.0 - What First Step will You take in the next 90 Days?

Any Questions?