Andrew McAfee (Associate Professor in Technology and Operations Management at Harvard Business School ) who coined the phrase Enterprise 2.0 was asked in an interview in 2009 about his prediction in a spring 2006 article that there will be a shaped curve of adoption [of Enterprise 2.0 technologies within the Enterprise] but it didn’t happen. He replied using the quote from the Economist magazine: We tend to overestimate the impact of new technologies in the short run and underestimate the impact in the long run. Then, he repeatedly emphasized on a fact that we have all ready talked about in a previous post ‘’How can you get senior executives mandate Enterprise 2.0?’ which is basically the critical rule of top-management support to web 2.0 tools or as he put it ‘coaching from the top’.
In the following paragraphs we will discuss in more details a case study of a successful adoption of Enterprise 2.0. However, I must point out that during my literature review on this topic the key success factors of all thriving stories out there were two things 1) push from the top and , 2) in-house corporate-wide strategy.
Essentially, Web 2.0 is the idea and technology that supports social media as a tool; while Enterprise 2.0 is the concept of how organizations are using those tools in their business activities.(Husin & Hanisch, 2011). There are 3 trends that have led to the growth of social media usage (McAfee, 2009).
1. Free and easy platforms for communication and interaction
Users were not required to have a technical understanding of how to develop a blog in order to post their ideas or thoughts online.
2. Lack of imposed structure
Part of the fundamental shift was avoiding an ‘imposed structure’ that is, constricting the users to a set of predefined tools or workflows, which may or may not be useful for them. Ex. Wikipedia
3. Mechanisms that allow structures to emerge
Google became the first search engine to view the Web as a community rather than individual Web pages. The emergence factor for the Web comes from the fact that the online information is the creation of users worldwide interacting with each other while creating new content (Husin & Hanisch, 2011)
The following case study provides an example of one method that have been used successfully when implementing social media tools among employees, such as: 1) word of mouth, 2) top management introduction, 3) encouragement of usage; and 4) bottom up approach.
One of Australia’s leading professional services firms in audit, tax, consulting and financial advisory, Deloitte started experimenting with social media towards the end of 2008 using Yammer, an internal based Twitter tool for microblogging as the first prototype. Yammer started from lower management usage, where it was employed as a social chat environment. The tool began to attract more users within the organization when Deloitte’s Digital CEO, Peter Williams encouraged the employees to provide ideas on a new advertising campaign, the Green Dot campaign. More than 50% of Deloitte Australia’s 4,600 employees signed up; and as a result, the headquarters of Deloitte Touche Tohmatsu (DTT) decided to implement the use of Yammer across its offices globally, with more than 14,000 employees using the tool. The organization is currently implementing more social media tools, such as social networking with LinkedIn and content sharing on Youtube, as part of their business activities.(Husin & Hanisch, 2011)
Finally , most academic articles, industrial’s report, and social media professional blog ‘posts that I come across agreed on the fact that organizations need to better have answers to the following questions in order to have a successful adoption of wherever Social network or application(Kasper, Koleva, & Kett, 2012).
What do we need to accomplish? — (strategy)
What to do ? — (strategy)
How to do this? — (roles, processes and policies)
and which tools offer support to do so (application).
Husin, M., & Hanisch, J. (2011). SOCIAL MEDIA AND ORGANISATION POLICY (SOMEOP): FINDING THE PERFECT BALANCE.
Kasper, H., Koleva, I., & Kett, H. (2012). Social Media Matrix. Common Value Management, 9.
McAfee, A. (2009). Enterprise 2.0: New collaborative tools for your organization’s toughest challenges: Harvard Business School Press.