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All Contents © 2007 Burton Group. All rights reserved.

Enterprise 2.0: Harnessing the
Complexity of Technology, Culture,
and Change



Tuesday


5 June, 2007

Wednesday


6 June 2007

Michael Gotta

Principal Analyst

mgotta@burtongroup.com

mikeg.typepad.com


www.burtongroup.com



2


Consumer market is driving technology innovation


Resulting in an explosion in participation
-
levels across a variety of


socially
-
oriented systems

Enterprise 2.0: Harnessing Complexity




del.icio.us

3

Survival = Innovation

Study also noted increased focus on sales/revenue growth, customer


reach/retention, market share & human resources/employee relations

Enterprise 2.0: Harnessing Complexity

Source: Saugatuck Technology Inc. and BusinessWeek Research Services C
-
Team Study (Dec. 2006) Sample Size: N=443, all C
-
level (C
EOs,
COOs, CFOs, CIOs and CMOs from large companies with greater than $1 Billion in revenue


worldwide distribution).

4

Social systems can be leveraged by organizations to improve
their productivity, growth and innovation capabilities

Enterprise 2.0: Harnessing Complexity


Can we leverage “Web 2.0”?

Sure, let’s call it “Enterprise 2.0”




del.icio.us

5

Agenda


Defining “Enterprise 2.0” (E2.0)


Adoption and deployment of social software


Implications to enterprise IT

Enterprise 2.0: Harnessing Complexity

6

Software to improve communication, information sharing,


collaboration and community
-
building has been around for a


long time (e.g., “architecture of participation”)


Defining “Enterprise 2.0” (E2.0)

1
st

Wave

2
nd

Wave

3
rd

Wave (“Enterprise 2.0”)

e
-
Mail

Calendar

Group


scheduling

Network file shares

Discussion forums

“Groupware”

Telephone

Audio conferencing

Video conferencing

Blogs

Wikis

XML syndication (RSS, Atom)

Tagging & social bookmarks

Social networking

Social filtering (i.e., “Digg”)



Virtual workspaces

Enterprise portals

Instant messaging

Presence

Web conferencing

P2P systems

Expertise automation

Converged Collaboration & Content Platforms

Unified Communications Platforms

7

So what’s changed? Erosion of technical barriers and upsurge


in abstraction layers (“Web as platform”)


More broadly available infrastructure services


Network, platforms, database, security & identity


Less reliance on proprietary clients


Near
-
instantaneous software/service provisioning


More common abstraction layers, formats and interfaces


Host of Internet
-
related standards, rise of XML, etc.


Many of which are discoverable, programmable and extensible (“mash
-
ups”)


Web
-
based interaction model is the normal user expectation


Browser, rich internet applications; interweaving of content and applications


Overall, a much higher (and richer) “least common denominator”

baseline for Enterprise 2.0 to occur from a technology perspective


Refer to APS Telebriefing “Web 2.0: An Architecture of Participation”

Defining “Enterprise 2.0” (E2.0)

8

“Enterprise 2.0 is the use of
emergent

social software

platforms


within companies, or between companies and their partners or
customers.”


Andrew McAfee, Harvard Business School


E2.0 & emergence mechanisms: Agree


“…patterns and structure inherent in people's interactions become visible…”

E2.0 & platform environments: Agree


“…contributions and interactions are globally visible and persistent over time…”

E2.0 & social software: Burton POV


not products, but their
design criteria


Collective user experience: design for groups


Informal interactions: egalitarian, value in serendipity


Self
-
organizing participation: user
-
driven creation and usage


Relationship
-
based connectivity: “who knows who” network structures


Community
-
determined credibility: reputation


Community
-
influenced “findability”: filtering

Defining “Enterprise 2.0” (E2.0)

Source: “Enterprise 2.0, version 2.0”,

May 27, 2006

http://blog.hbs.edu/faculty/amcafee/index.php/fa
culty_amcafee_v3/enterprise_20_version_20/


9

A conceptual model for Enterprise 2.0 should include


capabilities that mediate awareness, engagement and


reciprocation with minimal barriers for user participation




Defining “Enterprise 2.0” (E2.0)

“Voice”

“Vote”

Content

Tag

Feeds

Networks

Similar in concept to “SLATES”: Search, Links, Author, Tag, Extensions and Signals,

Enterprise 2.0: The Dawn of Emergent Collaboration, Andrew McAfee, Harvard Business School

Attention

Defining “Enterprise 2.0” (E2.0)

10

Change in work models and participation levels is less about


E2.0 tools and more about addressing organizational dynamics

Ambient

Noise

Walled Gardens

Dis
-
engagement

Rigid

Management

Controls

Low Relevancy Low Delegation

Low Transparency

Low Reciprocity

Social Network Diagram

Source:
http://www.networkweaving.com/blog/













11

Agenda


Defining Enterprise 2.0


Adoption and deployment of social software


Implications to enterprise IT


Enterprise 2.0: Harnessing Complexity

12

From conceptual model to technology implementations


Voice:
Blogs


Feeds: XML syndication


Networks: Profiles, relationships,


and social structures


Vote: Social filtering


Content:
Wikis


Tags: Social bookmarks




Adoption And Deployment

E2.0 Technology

“Adoption Pipeline” Within
The Enterprise


Becoming mainstream


Wikis


XML Syndication


Situational use


Blogs


Exploring potential


Social Bookmarks


Social Networks


Researching


Social Filtering

13

Voice: Blogs


Reasons to adopt


Internal communication (HR program updates)


Business process
-
specific (competitive intelligence, sales,
research activities, workflow task notations)


Program / project management (project notifications)


Community
-
building (observations, lessons
-
learned)


Ways to deploy


License To Blog: formal, permission
-
based


Structured Blog: role
-
based and workflow
-
related


Gated Blog: defined membership around an activity


Blog Central: open community

Adoption And Deployment

14

Feeds: XML Syndication


Reasons to adopt


Subscription
-
based delivery based on an opt
-
in model


Persistent monitoring & notification, alerted only on changes


Community
-
building with people interested in similar feed items


Ways to deploy


Darwinian: do nothing, it will happen through evolution


Accessorize: acts as an extension that supplements other
systems


Metamorphosis: transformation of communication channels

Adoption And Deployment

15

Networks: Social Networking


Reasons to adopt


Worker profiles help with organizational transparency


Location of: expertise, experience, know
-
how…


Can be delivered within application
-
specific contexts


Community
-
building via blogs, events, groups, forums…


Organizational development (social network analysis, SNA)


Ways to deploy


Mediated Publics: sites that are open and persistent places


Mediated Semi
-
Privates: group and peer relationships are
influenced by community interest or shared work methods


Personal Privates: confidential connections based on a variety
of work and non
-
work relationships

Adoption And Deployment

16

Vote: Social Filtering


Reasons to adopt


Participation in a collective action or decision
-
making activity


Synthesize ranking, reputation and feedback loops


“Crowd sourcing” (reliance on diverse groups rather than a
team of experts)


Ways to deploy


In the news: user votes determines what is “hot”


Hear me now: community feedback loop


Crystal ball: predictive markets


Adoption And Deployment

17

Content:
Wiki


Reasons to adopt


Collaborative authorship to produce content


Collective consensus around what the content “means”


Democratizing content management without loss of control


Ways to deploy


Darwinian: do nothing, it will happen through evolution


Edit This Page


Please: everything is editable


Wikipedia
: common dictionary or collection of terminology


Project Commons: coordination and contribution workspace


Water Cooler: community
-
building


Adoption And Deployment

18

Tagging: Social Bookmarks


Reasons to adopt


Personal re
-
findability

(collect, organize, share)


Augment search by providing another aspect to query results


Community
-
building


Cooperative discovery, reuse & annotation


Folksonomy

as a feedback loop for taxonomy adjustments


Collective intelligence


Analytics (tag mining)


Ways to deploy


Small World: deploy broadly to realize network effects


Refinery: specific

groups produce for broader audience

Adoption And Deployment

19

Flow choreography


Adoption And Deployment

Jane

Doe

Blog

This looks

Interesting

1. Local analyst

updates team wiki on

quality control issues

In Asia/Pac market

2. European sales

manager tags entry

“ABC” in a social

bookmark system

3. U.S. field tech

subscriber to “ABC”

tag ‘blogs it”, adding

correlation to current

service issues

4. Product manager picks

up Jane Doe’s post via feed;

alerts sent to all parties to attend meeting

5. Real
-
time group conferencing

application guides decision
-
making

options for production and helps

prioritize next steps and define

supply chain action plan

A/P

Wiki

My Feeds

My

Tags

20

Flow choreography


thinking in terms of patterns


Adoption And Deployment

Feed

Sources

Feed

Server

Feed

Readers

Tagged

Items


Blog

Post”

Content

Sources

Social

Bookmark

System

Feed

Sources

Blog

Subscriptions



Content via RSS/Atom



e
-
Mail



Instant messaging



Operational Data

Wiki

21

Agenda


Defining Enterprise 2.0


Adoption and deployment of social software


Implications to enterprise IT


Enterprise 2.0: Harnessing Complexity

22

Existing technical architecture domains (not an exhaustive list)




Implications To Enterprise IT

Collaboration

Enterprise Content Management

Communication

e
-
Mail

Instant

Messaging

VoIP

Web

Conferencing

Workspaces

Discussion

Forums

23

Add in: Enterprise 2.0 components (not an exhaustive list)




Implications To Enterprise IT

Collaboration

Enterprise Content Management

Communication

XML

Syndication

Blogs

Tags & Social

Bookmarks

Community &
Networking

Profile

Management

Social

Filtering

Stream
Processing

Systems

Wikis

“Social

Connectivity”

24

Future: real
-
time analytics and social software

Implications To Enterprise IT

Blogs

Bookmarks

Feeds

Stream Processing
Systems

Aggregation, Profiling,
Pattern & Scenario
Building, Correlation,
Management &
Augmentation

Tags

Feeds

“Blog This”


Notification

Services


Expertise
Location,
Communities

& Social
Networks

Comments

25

Impact of social software on IT organizations


Architecture, governance, training, new design models…


Collaboration and content (including records management)


Information management


Folksonomy

vs. taxonomy?


Content analytics


Identity


Profile management across social networking systems


Security


XML syndication feed controls, compliance and privacy


Networking


Network bandwidth management for XML syndication


Platform infrastructure


On
-
premises vs. hosted and role of open source


Integration, standards, and vendor assessment

Implications To Enterprise IT

26

Social software does not require use of consumer systems


Implications To Enterprise IT

Category

Consumer

Option

Enterprise Option

(
Specialist , Open Source)

Enterprise Option
(Superplatform)

Blogs

Google

Six Apart

Microsoft

WordPress


Drupal

iUpload

(hosted)

Six Apart

Traction Software

WordPress

(open source)

BEA

IBM

Microsoft

Oracle

Wiki

Google

Open Source

WetPaint


Atlassian

Jive Software

MindTouch

SocialText

Traction Software

BEA

IBM

Microsoft

Oracle

XML

Syndication

Bloglines

Google

NewsGator

Attensa

KnowNow

NewsGator

?

27

Social software does not require use of consumer systems



Implications To Enterprise IT

Category

Consumer

Option

Enterprise Option
(Specialist, Open Source)

Enterprise Option
(Superplatform)

Tagging &

Social

Bookmarking

BlinkList

del.icio.us

diigo

Ma.gnolia

ConnectBeam

Cogenz

Jive Software

Scuttle
(open source)

BEA

IBM

Social

Networking

Facebook

LinkedIn

MySpace

Contact Networks

Tacit

Visible Path
(hosted)

BEA

IBM

Microsoft

Social

Filtering

CoRank

Digg

Reditt

StumbleUpon

Pligg

(open source)

?

28

Recommendations


Build business case based on adoption and deployment options


Pilot, observe and learn from success and failure


Address organizational development and human capital management
issues


Elevate people, groups (teams, communities) and networks to the
same level of importance as data, information and process


Focus on the design and adoption aspects of social software


Determine IT readiness; complement existing infrastructure when
possible


Prepare a governance plan


Avoid irrational exuberance

Enterprise 2.0: Harnessing Complexity

29

Conclusion


Innovation needs are compelling organizations to explore E2.0
concepts as a means to “invest in people”, build community and
broaden relationships across organizational boundaries


Social software does not mean “no structure” / “no formality”


Social software should lead to “purposeful” action


IT architecture and infrastructure planning efforts should assess
Enterprise 2.0
-
related technology in the context of existing
collaboration, communication and content investments



More evolutionary than revolutionary (cumulative progression)


But disruptive (and potentially transformational) when combined with
organizational change


Enterprise 2.0 is a combination of organizational and technology
dynamics


not a select set of products

Enterprise 2.0: Harnessing Complexity

30

References


Burton Group’s
Collaboration & Content Strategies



Trends in Social Software


Blogs, Wikis, and Beyond: New Alternatives for Communication
and Collaboration


Wikis in the Enterprise: Democratizing and Directing
Collaboration and Content Management


Transforming Communication Channels: RSS Within the
Enterprise


Hypertext and Compound/Interactive Document Models:
Collaboration and Content Management Implications Technical
Position: XML Syndication Services


Content Analytics: Assessing the Value of Corporate Content

Enterprise 2.0: Harnessing Complexity

31

References


Burton Group’s Catalyst conference


Session: My Voice, My Feeds, My Tags, My Network...


Workshop: Knowledge Management 2.0: Putting Social
Software to Work


Burton Group’s
Collaboration & Content Strategies



Future: Technical Position: Blog Technology Within The
Enterprise


Future: Enterprise 2.0 Overview


Future: Tagging & Social Bookmarking Technical Position


Other sources


Blog:
ccsblog.burtongroup.com



Blog:
mikeg.typepad.com

Enterprise 2.0: Harnessing Complexity