The document discusses Enterprise 2.0 and enterprise communication beyond Web 2.0. It defines Enterprise 2.0 as the use of emergent social software platforms within and between companies. Implementing an Enterprise 2.0 platform requires more than just technology and involves questions around goals, strategies, moderation, and incentives to encourage participation. Different types of Enterprise 2.0 include using 2.0 patterns for business communication, collaboration, understanding markets, and influencing markets.

1. Enterprise 2.0
Enterprise Communication beyond 2.0
Massimo Canducci 3
Innovation Director
Research and Innovation Division
Engineering Ingegneria Informatica S.p.A.
Como, June 2011
www.eng.it

2. An Engineering snapshot
Delaware - USA Ireland
Belgium • system integration
consulting
Italy
• outsourcing
Brasil • products
3
• software solutions
The leading Italian independent, privately-owned software • 1,000 large accounts
and Information Technology services company. • 724 M€ revenues
In the top 10 in Europe in software and services • 7,000 IT specialists
40 branches in Italy, Belgium, Latin America, USA • 40 branches
1,000 large accounts in all market sectors in the world
Enterprise Communication beyond 2.0 www.eng.it

3. Engineering Organizational Model
Business Unit Research and Innovation Division
Telecommunications Innovation
Research
Architecture and Consulting
Utilities Innovation
Competence Center
Open Source
Industry Innovation
Identity Management
3
Public Sector / Health Innovation
Enterprise Content Management
ERP
Finance Innovation
Fonderie Multimediali
Broadband Media Services (Xaltia)
Software Factories
Tablet Platforms
Enterprise Communication beyond 2.0 www.eng.it

4. Enterprise Communication
We’re going
to talk about
“Communication” 3
“2.0” and
“Enterprise”
Enterprise Communication beyond 2.0 www.eng.it

5. Enterprise Communication
In the fictional Star Trek universe, a
tricorder is a multifunction handheld
device used for sensor scanning, data
analysis, data recording and
communications.
3
Enterprise Communication beyond 2.0 www.eng.it

6. Enterprise Communication
3
Captain James T. Kirk used a tricorder to update his
Facebook status too and to send tweets on Twitter.
Really.
Enterprise Communication beyond 2.0 www.eng.it

7. Introduction
Break the ice with a question …
How many of you
have a Facebook
profile?
3
About 80/90 %.
Thanks.
Enterprise Communication beyond 2.0 www.eng.it

8. Introduction
Second and last question
How many of you
have a Twitter
account?
3
About 30/40 %.
Thanks.
Enterprise Communication beyond 2.0 www.eng.it

9. Introduction
Second question was NOT the last …
How many of you
today checked-in
here on 4sq ?
3
About 1/3%
Thanks.
Enterprise Communication beyond 2.0 www.eng.it

10. Introduction
This is the last question. Really.
How many of you
have not the faintest
idea on ​what is a
3 4sq check-in?
About 80/90 %.
Thanks.
Enterprise Communication beyond 2.0 www.eng.it

11. Different users
You definitely are a “standard user”
nice, agile, usable, connected,
collaborative, useful, cool
3
boring, unusable, slow,
old-style, non-productive,
uninviting
Enterprise Communication beyond 2.0 www.eng.it

12. Different approaches
Overtaking
There was a time when "technology" first came into
office and then in people personal life.
(PC, printing, CD player, CD burner, connectivity, ...)
Overtaking
3
Today, the opposite
occurs. ”Technology"
often is more advanced in
personal life than in
professional situations.
Alex Zanardi overtakes Bryan Herta at Laguna Seca 1996
http://bit.ly/eGXi32
Enterprise Communication beyond 2.0 www.eng.it

13. Different approaches
Personal and Professional Lives
Even the interaction and communication patterns
are evolving differently.
The so-called "2.0”
patterns were born in
3 consumer contexts, and
are struggling to be
taken in the enterprise.
Enterprise Communication beyond 2.0 www.eng.it

14. Evolutions
Interactions Models Evolution
Web 1.0 Web 2.0 > 2.0
(Pretty much Web pages, plus a lot Various kind of objects
HTML pages of other “content” shared over the net by
shared over the web, different kind of apps
viewed through a with more interactivity; (web apps, mobile apps,
browser) more like an mashups, …)
application than a
“page”
Mode Read Write & Contribute Share
3
Primary Unit of content Page Post Generic data
State Static Dynamic In the cloud
Viewed through… Web browser Browsers, RSS Any platform on
Readers any device
Architecture Client Server CS / WS Services / API
Content Created by… Web Coders Everyone Everything
Domain of… Geeks Most Everyone
Enterprise Communication beyond 2.0 www.eng.it

15. Evolutions
Communication Patterns Evolution
Patterns 1.0 Patterns 2.0 Patterns > 2.0
Corporate news Submit news Share contents
Executives speech Executives blog Executives tweet
Taxonomy Folksonomy Auto generated tags
Quick pool Discussion forums Comments on a tweet
3
Regular broadcast Top down contents
Annual broadcast
CMS Wikis Wikis & Aggregators
Directories (A – Z) Search Search, Tagging, Ranking
Sticky content RSS Feeds
Hard Integration Mash-up Mash-up & API
Enterprise Communication beyond 2.0 www.eng.it

16. 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 3
need to design a new information
system.
We can see that as early from
“2.0” models …
Enterprise Communication beyond 2.0 www.eng.it

17. 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 3
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
Enterprise Communication beyond 2.0 www.eng.it

18. 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
3
(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
Enterprise Communication beyond 2.0 www.eng.it

19. Enterprise 2.0
Web Web
Web
2.0 > 2.0
3
Enterprise
Company
2.0
Enterprise Communication beyond 2.0 www.eng.it

20. 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. 3
[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
Enterprise Communication beyond 2.0 www.eng.it

21. 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 - 3
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 ...
Enterprise Communication beyond 2.0 www.eng.it

22. Enterprise 2.0
This is “Web 2.0” today
3
Enterprise Communication beyond 2.0 www.eng.it

23. Enterprise 2.0
So .. what’s the point?
We are talking about
• collaborative models
• Interaction patterns
• methodologies
• features 3
 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
Enterprise Communication beyond 2.0 www.eng.it

24. Enterprise 2.0
E2 is NOT only a technological matter
Implementing an Enterprise 2.0 platform is NOT only a
technological matter.
3
Enterprise ≠ Web
Enterprise Communication beyond 2.0 www.eng.it

25. 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
3
Make processes more agile
Share knowledge
Someone could answer: “Because we
want an Enterprise 2.0 platform” ….
Really …
Enterprise Communication beyond 2.0 www.eng.it

26. Enterprise 2.0
Some questions to be answered
What’s the best E2 strategy?
Collaboration
Sharing
Community based approach
3
Flat repository for contents
Someone could answer:
“We ARE 2.0, we don’t need a
strategy”
Really …
Enterprise Communication beyond 2.0 www.eng.it

27. Enterprise 2.0
Some questions to be answered
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 3
comment on a CEO blog post
honestly, without cringing and
pretending?
Someone could answer: “Can we
have a blog post without comment
feature?” ….
Really …
Enterprise Communication beyond 2.0 www.eng.it

28. Enterprise 2.0
Some questions to be answered
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 3
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 …
Enterprise Communication beyond 2.0 www.eng.it

29. Enterprise 2.0
Some questions to be answered
Must comments be moderated?
Yes, because we want ensure the
security.
No, because we want complete
freedom in communication.
3
Someone could answer: “Great! We
can open a CEO blog pretending
transparency!” ….
Really …
Enterprise Communication beyond 2.0 www.eng.it

30. Enterprise 2.0
Some questions to be answered
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 3
freedom in communication.
Someone could answer: “Could we
pretending anonymity?” ….
Really …
Enterprise Communication beyond 2.0 www.eng.it

31. Enterprise 2.0
Some questions to be answered
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.
3
Yes, because we want to bring out
personal (hidden) skills.
Someone could answer: “Could we
avoid ranking into CEO blog posts?”
….
Really …
Enterprise Communication beyond 2.0 www.eng.it

32. Enterprise 2.0
Some questions to be answered
What kind of incentive do you need to
get active users (and influence the
1:9:90 rule)?
Money / Awards
Professional growth
3
Public visibility
Pats on the back
Someone could answer: “We don’t
need incentives, the employees have
to participate!” ….
Really …
Enterprise Communication beyond 2.0 www.eng.it

33. 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 3
and account for most
contributions.
Enterprise Communication beyond 2.0 www.eng.it

34. Enterprise 2.0
The right approach to 2.0 Information System
• targets understanding (if there are ...)
• platforms selection (commercial / foss / cheap / …)
and their integration
• integration with existing information systems
(single sign on / security / HR / users / …)
3
• development of missing features
• system integration
• methodological consultancy
Enterprise Communication beyond 2.0 www.eng.it

35. Enterprise 2.0
Different kind of Enterprise 2.0
Enterprise 2.0 as a tool for
Business Communication and
3
Collaboration
Enterprise Communication beyond 2.0 www.eng.it

36. Enterprise 2.0
3
Enterprise Communication beyond 2.0 www.eng.it

37. Enterprise 2.0
3
Enterprise Communication beyond 2.0 www.eng.it

38. Enterprise 2.0
Different kind of Enterprise 2.0
Using 2.0 patterns
to understand the market
3
Enterprise Communication beyond 2.0 www.eng.it

39. Enterprise 2.0
3
Enterprise Communication beyond 2.0 www.eng.it

40. Enterprise 2.0
3
Enterprise Communication beyond 2.0 www.eng.it

41. Enterprise 2.0
Different kind of Enterprise 2.0
Using 2.0 patterns
to influence3 the market
Enterprise Communication beyond 2.0 www.eng.it

42. Enterprise 2.0
http://www.facebook.com/alitalia
3
Enterprise Communication beyond 2.0 www.eng.it

43. Social Media e Comunicazione Enterprise oltre il 2.0
Thank you
email: massimo.canducci@eng.it
3
skype: massimo.canducci
twitter: @mcanducci
www.eng.it
http://geekandpoke.typepad.com/
Enterprise Communication beyond 2.0 www.eng.it

44. Enterprise 2.0
Enterprise Communication beyond 2.0
Massimo Canducci 3
Innovation Director
Research and Innovation Division
Engineering Ingegneria Informatica S.p.A.
Como, June 2011
www.eng.it