enterprise 2.0

Enterprise 2.0

& Stakeholder Resistance

Enterprise 2.0 for

Information Professionals Conference Sydney

Aug 2008

& Stakeholder Resistance

Kate Carruthers

Aug-08 1© 2008 Digital Business Group Pty Ltd

Who Am I?

• Marketer, technologist, renaissance woman

– http://www.katecarruthers.com

– http://www.digbiz.com.au

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10 Questions

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Why would a business want to

adopt this technology?

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speed of

CHANGE

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Changes in consumption

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Hitwise, Social networks overtake webmail, November 06, 2007

http://weblogs.hitwise.com/robin-goad/2007/11/social_networks_overtake_webma.html

Changes in consumption

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http://weblogs.hitwise.com/to-go-ap/2008/05/social_networks_the_new_email.html

Changes in consumption

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Facebook overtakes MySpace in Share of UK Internet Searches, Hitwise Intelligence, Heather Hopkins, UK, July 17, 2007

http://weblogs.hitwise.com/heather-hopkins/2007/07/facebook_overtakes_myspace_in.html

How can I build a case for ROI?

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Audience is everything …

• Who has the money?

• How do you get some?

• Language & rules

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Tell the story …

• Narratives have power

• They build passion

• And humanise the

endeavour

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Author: Kate Carruthers 11

Which departments can use this

technology?

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Enterprise 2.0

• Using web 2.0 technologies

to enable collaboration in

the enterprise

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Source: Dion Hinchcliffe, http://blogs.zdnet.com/Hinchcliffe/?p=130#more-130

Enterprise 2.0

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Source: Building the Web 2.0 Enterprise: McKinsey Global Survey Results 2008

What are some of the challenges?

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• Not just funny!

• How do your staff &

customers find stuff?

Source: http://homedecor.cafepress.com/item/librarian-tile-coaster/106263466

customers find stuff?

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Demonstrating Value

• Without business

strategy alignment your

arguments will be

difficult

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Driving Adoption

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Importance of two-way

communication?

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Action model P-D-C-A

Plan

Do

Check

Act

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Will these tools be a cultural fit?

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What are some internal & external

branding issues?

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Importance of Language

• Use their language or

jargon

• Connect your ideas to • Connect your ideas to

their mental map

• Demonstrate the

business value & costs

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Building in accountability &

creating transparency?

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Creating Change

Creating A Shared Need

Shaping A Vision

Mobilising Commitment

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Changing Systems & Structures

Current

State

Transition

State

Improved

State

Mobilising Commitment

Making Change Last

Monitoring Progress

• See

• Feel

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• Change

• Now is bad

• Better future

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• Improvement

• “People change what they do

less because they are given

analysis that shifts their

thinking than because they thinking than because they

are shown a truth that

influences their feelings”

John Kotter, The Heart of Change (2002)

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Arguments against implementing

these technologies?

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Activism

Engagement

Understanding

Supporters Opposers

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Understanding

Interest

Awareness

Unawareness

What is the role of I.T.?

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Thank-you

Web: www.digbiz.com.au or www.katecarruthers.com

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