enterprise 2.0: the state of an art · ©andrew mcafee, 2006 definition enterprise 2.0 is the use...
TRANSCRIPT
Enterprise 2.0: The State of an Art
Andrew McAfee [email protected] Business Schoolblog.hbs.edu/faculty/amcafee
© Andrew McAfee, 2006
Agenda
1. Definition2. Underlying trends3. Potential benefits4. Adoption challenges5. Conclusion
© Andrew McAfee, 2006
Definition
Enterprise 2.0 is the use of emergentsocial software platforms withincompanies, or between companiesand their partners or customers.
Wikis BlogsPrediction Markets
Social Networking Software
RSS LinksTagsSearch
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Importance of Enterprise 2.0
Technologies and approaches are novelOffer more than incremental improvement– Innovation– Collaboration– Knowledge sharing– Collective intelligence– Search and discovery
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Who’s pursuing Enterprise 2.0?
GoogleAvenue A / RazorfishMcKinseyLockheed MartinUS Intelligence Community
British TelecomFidelityIBMOracleT. Rowe PriceBooz | Allen | Hamilton
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What is the Nature of the Change?
Underlying Trends1. Social software2. Network effects3. Free and easy platforms for communication4. Lack of up-front structure5. Mechanisms to let structure emerge
Easy and Free Platforms
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Channels and platforms
Email = channel– Point to point(s)– Invisible to others– Can’t be consulted
Website = platform– Universal– Visible– Consultable
Blog = free, easy platform– No $, expertise required– Also wikis, Facebook,
Flickr, YouTube, etc.
Lack of Up-front Structure
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How does IT bring structure to work?
Roles / Identity / PrivilegesWorkflow / process stepsData formats, required content, etc.
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Del.icio.us and Tags
Mechanisms to Let Structure Emerge
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Search
How do you find what you’re looking for on the Web?
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Del.icio.us tags
“Folksonomy,” not taxonomy
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Flickr Clusters
The Potential Benefits of E2.0
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None
A Knowledge Worker’s View of the Enterprise
PotentialWeak
StrongTies
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Strongly-tied teams
Prototypical Tool:- WikiBenefits:- Productivity,
agility, responsiveness
StrongTies
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Weakly-tied networks
Prototypical Tool:- Social Networking
Software (Facebook)
Benefits:- Non-redundant
info., bridges to other networks
Weak
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Potential colleagues
Prototypical Tool:- BlogosphereBenefits:- Innovation,
serendipity, bridging
Potential
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Idea Sharing at Intrawest
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The Avenue A | Razorfish Intranet
BlogPosts
Bookmarks
News
Tags
Uploads
NewPages
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None
People who have nothing to say to each other
Prototypical Tool:- Prediction MarketBenefits:- Collective
intelligence
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Collective and Convergent:Hollywood Stock Exchange
Wolfers, J. and E. Zitzewitz (2004). "Prediction Markets." Journal of Economic Perspectives 18(2): 107-126.
Challenges
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Adoption Challenges
Technical Organizational
Ease of Use
Amount of Imposed Structure
Personal Benefits vs. Costs
Comfort with Lateralization
Culture, Norms,and Skills(Email’s 9x problem)
© Andrew McAfee, 2006
Conclusions
Enterprise 2.0 is going to increase differences among companies– Willingness to embark– Sincerity of effort– Ability to execute
These differences will be important– Responsiveness– Knowledge capture and
sharing– Collective intelligence
Tools, approaches, and business models are still in flux; much more innovation to comeEnterprise 2.0 will play out over the next several years