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

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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.



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Captain James T. Kirk used a tricorder to update his Facebook status too and to send tweets on Twitter.

Really.



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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?



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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?



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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.


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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


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


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


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


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


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


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


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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Using 2.0 patterns to understand the market

Enterprise 2.0 Enterprise 2.0



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Enterprise 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



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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


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Massimo Canducci

Innovation Director Research and Innovation Division Engineering Ingegneria Informatica S.p.A.

Enterprise 2.0


Como, June 2011

Enterprise Communication beyond 2.0

Technology

Transcript of Enterprise Communication beyond 2.0