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 Technology

Business 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

Communication

Cooperation Collaboration

Connection

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