Download - Enterprise Communication beyond 2.0
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Massimo Canducci
Innovation Director Research and Innovation Division Engineering Ingegneria Informatica S.p.A.
Enterprise 2.0
Enterprise Communication beyond 2.0
Como, June 2011
3
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An Engineering snapshot
Delaware - USA
Brasil
Ireland Belgium
Italy
• system integration
consulting
• outsourcing
• products
• software solutions
• 1,000 large accounts
• 724 M€ revenues
• 7,000 IT specialists
• 40 branches
in the world
The leading Italian independent, privately-owned software
and Information Technology services company.
In the top 10 in Europe in software and services
40 branches in Italy, Belgium, Latin America, USA
1,000 large accounts in all market sectors
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Engineering Organizational Model
Business Unit
Telecommunications
Utilities
Industry
Public Sector / Health
Finance
Research
Enterprise Content Management
Open Source
Identity Management
Competence Center
ERP
Arc
hite
ctur
e an
d C
onsu
lting
Research and Innovation Division
Software Factories
Fonderie Multimediali
Broadband Media Services (Xaltia)
Innovation
Innovation
Innovation
Innovation
Innovation
Tablet Platforms
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We’re going to talk about
“Communication” “2.0” and
“Enterprise”
Enterprise Communication
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In the fictional Star Trek universe, a tricorder is a multifunction handheld device used for sensor scanning, data analysis, data recording and communications.
Enterprise Communication
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Captain James T. Kirk used a tricorder to update his Facebook status too and to send tweets on Twitter.
Really.
Enterprise Communication
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How many of you have a Facebook profile?
Introduction
Break the ice with a question …
About 80/90 %. Thanks.
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Introduction
Second and last question
How many of you have a Twitter account?
About 30/40 %. Thanks.
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Introduction
Second question was NOT the last …
How many of you today checked-in here on 4sq ?
About 1/3% Thanks.
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Introduction
This is the last question. Really.
How many of you have not the faintest idea on what is a 4sq check-in?
About 80/90 %. Thanks.
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nice, agile, usable, connected, collaborative, useful, cool
boring, unusable, slow, old-style, non-productive, uninviting
Different users
You definitely are a “standard user”
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Overtaking
Today, the opposite occurs. ”Technology" often is more advanced in personal life than in professional situations.
There was a time when "technology" first came into office and then in people personal life. (PC, printing, CD player, CD burner, connectivity, ...)
Alex Zanardi overtakes Bryan Herta at Laguna Seca 1996 http://bit.ly/eGXi32
Different approaches
Overtaking
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The so-called "2.0” patterns were born in consumer contexts, and are struggling to be taken in the enterprise.
Different approaches
Personal and Professional Lives
Even the interaction and communication patterns are evolving differently.
Enterprise Communication beyond 2.0
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Web 1.0 (Pretty much HTML pages
viewed through a browser)
Web 2.0 Web pages, plus a lot
of other “content” shared over the web, with more interactivity;
more like an application than a
“page”
> 2.0
Various kind of objects shared over the net by different kind of apps
(web apps, mobile apps, mashups, …)
Mode Read Write & Contribute Share
Primary Unit of content Page Post Generic data
State Static Dynamic In the cloud
Viewed through… Web browser Browsers, RSS Readers
Any platform on any device
Architecture Client Server CS / WS Services / API
Content Created by… Web Coders Everyone Everything
Domain of… Geeks Most Everyone
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Evolutions
Interactions Models Evolution
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Patterns 1.0 Corporate news
Executives speech
Taxonomy
Quick pool
Annual broadcast
CMS
Directories (A – Z)
Sticky content
Hard Integration
Patterns 2.0 Submit news
Executives blog
Folksonomy
Discussion forums
Regular broadcast
Wikis
Search
RSS
Mash-up
Patterns > 2.0 Share contents
Executives tweet
Auto generated tags
Comments on a tweet
Top down contents
Wikis & Aggregators
Search, Tagging, Ranking
Feeds
Mash-up & API
Evolutions
Communication Patterns Evolution
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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 need to design a new information system.
We can see that as early from “2.0” models …
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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 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
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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
(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
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Enterprise 2.0
Web Web 2.0
Web > 2.0
Company Enterprise 2.0
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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.
[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
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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 - 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 ...
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Enterprise 2.0
This is “Web 2.0” today
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Enterprise 2.0
So .. what’s the point?
We are talking about
• collaborative models • Interaction patterns • methodologies • features
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
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Enterprise 2.0
E2 is NOT only a technological matter
Implementing an Enterprise 2.0 platform is NOT only a technological matter.
Enterprise ≠ Web
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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
Make processes more agile
Share knowledge
Someone could answer: “Because we want an Enterprise 2.0 platform” …. Really …
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Enterprise 2.0
Some questions to be answered
What’s the best E2 strategy?
Collaboration
Sharing
Community based approach
Flat repository for contents
Someone could answer: “We ARE 2.0, we don’t need a strategy” Really …
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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 comment on a CEO blog post honestly, without cringing and pretending?
Someone could answer: “Can we have a blog post without comment feature?” …. Really …
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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 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 …
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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.
Someone could answer: “Great! We can open a CEO blog pretending transparency!” …. Really …
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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 freedom in communication.
Someone could answer: “Could we pretending anonymity?” …. Really …
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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.
Yes, because we want to bring out personal (hidden) skills.
Someone could answer: “Could we avoid ranking into CEO blog posts?” …. Really …
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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
Public visibility
Pats on the back
Someone could answer: “We don’t need incentives, the employees have to participate!” …. Really …
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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 and account for most contributions.
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• targets understanding (if there are ...)
• platforms selection (commercial / foss / cheap / …) and their integration
• integration with existing information systems (single sign on / security / HR / users / …)
• development of missing features
• system integration
• methodological consultancy
Enterprise 2.0
The right approach to 2.0 Information System
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Enterprise 2.0 as a tool for Business Communication and
Collaboration
Enterprise 2.0
Different kind of Enterprise 2.0
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Enterprise 2.0
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Enterprise 2.0
Enterprise Communication beyond 2.0
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Using 2.0 patterns to understand the market
Enterprise 2.0 Enterprise 2.0
Different kind of Enterprise 2.0
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Enterprise 2.0
Enterprise Communication beyond 2.0
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Enterprise Communication beyond 2.0 www.eng.it
Enterprise 2.0
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Using 2.0 patterns to influence the market
Enterprise 2.0
Different kind of Enterprise 2.0
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Enterprise 2.0
http://www.facebook.com/alitalia
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Social Media e Comunicazione Enterprise oltre il 2.0
http://geekandpoke.typepad.com/
Thank you email: [email protected]
skype: massimo.canducci
twitter: @mcanducci
www.eng.it
Enterprise Communication beyond 2.0
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Massimo Canducci
Innovation Director Research and Innovation Division Engineering Ingegneria Informatica S.p.A.
Enterprise 2.0
Enterprise Communication beyond 2.0
Como, June 2011