ENTERPRISE 2.0
How social software will change the future of work

LOOSENING HIERARCHIES AND GIVING MORE POWER TO EMPLOYEES CAN
LEAD TO FASTER INNOVATION, LOWER COST STRUCTURES, GREATER AGILITY,
IMPROVED RESPONSIVENESS TO CUSTOMERS AND MORE AUTHENTICITY
AND RESPECT IN THE MARKETPLACE.
Don Tapscott, co-author of Wikinomics: How Mass Collaboration Changes Everything

THE UPCOMING GENERATION IS GOING TO EXPECT TO HAVE ACCESS TO
THEIR TOOLS IN THE WORKPLACE. IT WOULD BE LIKE SOMEONE FROM
MY GENERATION NOT HAVING ACCESS TO EMAIL. IF THEY DON’T GET
THIS STUFF, THEY PROBABLY WON’T BE THERE FOR A LONG TIME.
Marthin de Beer, Cisco Systems

WE KNOW SOME PEOPLE FROM YOUR COMPANY. THEY’RE PRETTY
COOL ONLINE. DO YOU HAVE ANY MORE LIKE THAT YOU’RE HIDING?
CAN THEY COME OUT AND PLAY?
Thesis #84, The Cluetrain Manifesto

ENTERPRISE 2.0
• Social software will change the future of work
• Highly relevant in current economic climate
• Communications can be a driver and enabler
of this change

ENTERPRISE 2.0
• The Perfect Storm
• Impact on Communication
• The 4Cs Approach
• Ensuring Success

THE PERFECT STORM

THE PERFECT STORM
Web Business
Technology Environment

WEB TECHNOLOGY COMES OF AGE

BUSINESS ENVIRONMENT CHANGES
• West to East
• Producer to consumer
• Employer to employee
• Geographies to communities

AND NEW EMPLOYEE CONTRACTS
Then Now
Cradle to grave Portfolio careers
Loyalty Transactional relationship
Dependence Independence
‘Our human resources’ Creative talent on loan
Employees Citizens
Big institutions My own company
Command and control Well-governed inclusivity
CEO = God CEO = Guide
I left the company I left my boss
Local community Workplace communities

THE IMPACT ON
COMMUNICATION

COMMUNICATION > CONNECTION
Connection Communication
Collaboration Cooperation

BUSINESS BENEFITS
• Increases employee’s knowledge
• Provides access to solutions to business problems
• Harnesses collective knowledge of employees
• Stimulates internal collaboration
• Improves cross functional interaction
• Sparks innovation

BLURRED BOUNDARIES

“CONSUMERIZATION” OF IT
2009 will see the first wave of ‘digital natives’ that are
so immersed in digital culture that they are completely
unconcerned about the effects of their technology
choices on their organizations.

WHAT IT MEANS
• Communication > Facilitation
• Opportunities to enable and support change
• External > Internal
• Focus on people NOT technology

THE 4CS APPROACH

CULTURE IS KEY

CULTURE IS KEY

COMMUNICATION

COOPERATION

COLLABORATION

CONNECTION

ENSURING SUCCESS

FOUR FACTORS FOR SUCCESS
1. Speed and flexibility
2. Ease of use
3. Demand driven
4. Put individual value first

SOCIAL STRUCTURE
• Creators
• Organizers
• Filterers
• Contributors
• Connectors

EXPERIMENT
• Participation must be easy
• Build on existing relationships
• Integrate with existing tools/processes
• Self-managed with no training
• Contain personal value to the individual

BOTTOM UP, TOP DOWN
“We want you to
use this, it will
help the
company”
“You should use
this, it might help
you do your job”

COMMUNICATION IS KEY
Awareness Education Adoption

ENTERPRISE 2.0
• The nature of work is changing
• The impact on communication will be profound
• Social software will play a role in the
organization of the future
• Effective communication is critical to success

WHAT NOW?
• Align internal/external strategies
• Map your social software footprint
• Identify your ‘digital natives’
• Plan experiments
• Listen, learn and engage

CONTACT
• Website/blog: http://www.enterprise2dot0.com
• Email: ncook@hillandknowlton.com
• MSN/Skype: niallcook
• Twitter: http://twitter.com/niallcook