Enterprise 2.0

178 Pages·2008·3.053 MB·English

by  Niall Cook, Don Tapscott

Enterprise 2.0
For Lou and Tabitha
Enterprise 2.0
How Social Software Will
Change the Future of Work
niall cook
© Niall Cook 2008
Appendix © Robert Campbell 2008
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording or otherwise without the prior permission of the publisher.
Published by
Gower Publishing Limited
Gower House
Croft Road
Aldershot
Hampshire
GU11 3HR
England
Gower Publishing Company
Suite 420
101 Cherry Street
Burlington
VT 05401-4405
USA
Niall Cook has asserted his moral right under the Copyright, Designs and Patents Act,
1988, to be identified as the author of this work.
British Library Cataloguing in Publication Data
Cook, Niall
Enterprise 2.0 : how social software will change the future
of work
1. Management – Communication systems – Social aspects
2. Social media – Economic aspects 3. Technological
innovations – Economic aspects 4. Organizational change
I. Title
306.3'6
ISBN-13: 9780566088001
Library of Congress Cataloging-in-Publication Data
Cook, Niall.
Enterprise 2.0 : how social software will change the future of work / by Niall Cook.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-566-08800-1 (alk. paper)
1. Management--Communication systems--Social aspects. 2. Social media
--Economic aspects. 3. Technological innovations--Economic aspects. 4.
Organizational change. I. Title.
HD30.335.C66 2008
306.3'6--dc22
2008007603
Printed and bound in Great Britain by TJ International Ltd, Padstow, Cornwall
Contents
List of Figures vii 
List of Tables ix
Acknowledgements xi
Foreword xiii
Introduction 1
Part I Social Media and Social Software
Chapter 1 The Social Media Explosion 5
Chapter 2 The Birth of Social Software 17
Chapter 3 Social Software in the Enterprise 33
Part II The 4Cs Approach
Chapter 4 Communication 43
Chapter 5 Cooperation 55
Chapter 6 Collaboration 63
Chapter 7 Connection 71
Part III Implementing Social Software in the
Enterprise
Chapter 8 Models for Success (and Failure) 83
Chapter 9 Implementation and Adoption 95
Part IV Social Software Outside the Enterprise
Chapter 10 Join the Conversation 111
Chapter 11 Afterword 131
Appendix: Social Software in the Enterprise – A Review of the Literature
by Robert A Campbell 133
References 155
Index 163

List of Figures
Figure 1.1 The porous membrane 10 ii
Figure 2.1 Hugh MacLeod’s ‘Blue Monster’ poster 20
Figure 2.2 A comparison of cooperation and collaboration 28
Figure 3.1 Enterprise 2.0: the big picture 34
Figure 3.2 A more refined conception of Enterprise 2.0 for 2007? 36
Figure 3.3 The 4Cs formality/interaction matrix 38
Figure 3.4 The social software footprints for three types of
organization 39
Figure 3.5 The 4Cs social software technology framework 39
Figure 4.1 The BBC talk.gateway forum 45
Figure 4.2 IBM’s Blog Central dashboard 48
Figure 4.3 The Facebook status update interface 51
Figure 4.4 The Twitter status update interface 51
Figure 4.5 Loopt shows the location of contacts on mobile devices 52
Figure 5.1 Microsoft’s Academy Mobile home page 57
Figure 5.2 BUPA’s enterprise social bookmarking pilot 60
Figure 6.1 Janssen-Cilag’s pre-wiki intranet 65
Figure 6.2 JCIntra pilot home page 66
Figure 6.3 JCIntra home page 67
Figure 6.4 Oracle IdeaFactory 69
Figure 6.5 Oracle Mix 70
Figure 7.1 How social search augments enterprise search 75
Figure 7.2 Using RSS to distribute corporate information 76
Figure 7.3 Overwatch, the DIA’s enterprise mashup 79
Figure 8.1 The enterprise collaboration maturity model 87
Figure 9.1 Web 2.0 collaboration experimentation methodology 99
Figure 9.2 The 4Cs formality/interaction matrix 100
Figure 10.1 The conversation gap between MP3 players and Sony’s
Walkman 116
Figure 10.2 The conversation gap between MP3 players and Apple’s
iPod 116
Figure 10.3 The equity share of different brand attributes 117
Figure 10.4 The equity share of three brands for a single attribute 118
0
.
2

e
s Figure 10.5 The share of buzz for BP, Conoco and Esso/Exxon 118
ri
p Figure 10.6 Corporate blogging access/control matrix 125
r
e
nt Figure 10.7 Corporate blogging propensity/quality graph 126
E
iii
List of Tables
Table 5.1 The differences between cooperation and collaboration 55 ix
Table 9.1 The advantages and disadvantages of bottom-up and
top-down approaches 103
Table A1.1 Search terms appearing in the ProQuest database 134