Like for Jon Husband, this article by Dion Hinchcliffe really resonates. I’ve always been a huge fan of Dion’s visualizations of models and frameworks – check them out at Flickr – and I couldn’t resist just reposting these two here:
Read the full post called The state of Enterprise 2.0 for detailed explanations on how the model’s evolved into one that captures the egalitarian spirit of Enterprise 2.0 . I like these sorts of posts – they make you pause and reflect on learnings, as so many of us all around the world are feeling and feeding the excitement around Enterprise 2.0. And success stories are being told.
Here are a few lessons Dion shares on the State of Enterprise 2.0:
Lesson #1: Enterprise 2.0 is going to happen in your organization with you or without you.
Lesson #2: Effective Enterprise 2.0 seems to involve more than just blogs and wikis.
Lesson #3: Enterprise 2.0 is more a state of mind than a product you can purchase.
Lesson #4: Most businesses still need to educate their workers on the techniques and best practices of Enterprise 2.0 and social media.
Lesson #5: The benefits of Enterprise 2.0 can be dramatic, but only builds steadily over time.
Lesson #6: Enterprise 2.0 doesn’t seem to put older IT systems out of business.
Lesson #7: Your organization will begin to change in new ways because of Enterprise 2.0. Be ready.
Couldn’t agree more with these. The brand operating system is changing, One of the lessons I’ve been learning from my interactions with recent clients is that one of the keys to enable adoption is to teach them the simple things. Brands are in transition and how they are shaped rests more than ever with growing communities of key influencers. These influencers, evangelists and enthusiasts are creating new communities using blogs, wikis, podcasts, videos, and social networking sites. The brand operating system needs upgrading, for real-time, relationships, community, tracking, and transparency without mandated rules. Brand managers need to know what is happening and how to measure it.
And again, I refer to my recent chat with Toby, where she said something that resonated so well – that it is critical for us, as advisors, consultants, project leads, to understand the organization’s motivations for adopting Social Media first, before we can actually make our recommendations and dazzle them with all these technologies – I’ve been guilty of this at times – in my own enthusiasm, I’ve probably ‘blinded’ a manager with too much too soon! Jeremiah Owyang has a great set of questions media companies should be asking themselves, before they set out a corporate media strategy.
Back to Dion’s Lesson #2: I often run into barriers and fears when we talk to our Clients directly about blogs and wikis and widgets and mashups and content-generation – many are wary of stepping in, because they feel they aren’t going to be perfect at it, they don’t know how to, and underlying that is the feeling that ‘gosh, I may have to deal with negative comments and feedback!’ The visibility that these tools enables, even behind an organizational firewall is often threatening.
What seems to work better is when we have shared with them bookmarking and tagging and even refined search features that enable you to listen to real conversations in real time around their brands or products. And they feel more in ‘control’ than if they were out there blogging. It’s probably the first step in enabling adoption of Enterprise 2.0 practices – and seems to work! It also works on the biggest barrier which is a deeper organizational culture issue – the more they begin to see, listen to, feel and experience these transparent real-time conversations, the more it opens them up to participating in them, and trusting their value. Of course, there are fears – but they soon realise, these conversations are here to stay, whether they nurture them or not, participate or not. You cannot ignore them anymore. They begin to realise that the old rules and strategic assumptions about engaging with ‘customers’ are being broken. And begin asking themselves … how adaptive is our system? how can we learn better, quicker? how agile are we? who’s engaged? And then the questions around how to add our voice.
So, in the FLATNESSES model, and in the lessons we are learning, I’d probably play up the role of these social technologies in enabling the ability to listen better, to discover more and to learn faster and more effectively.