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

Jun-2008 © 2008 Digital Business Group Pty Ltd 2

10 Questions

Aug-08 © 2008 Digital Business Group Pty Ltd 3

Why would a business want to

adopt this technology?


speed of

CHANGE

Aug-08 5© 2008 Digital Business Group Pty Ltd

Changes in consumption


Hitwise, Social networks overtake webmail, November 06, 2007

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



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



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?


Audience is everything …

• Who has the money?

• How do you get some?

• Language & rules


Tell the story …

• Narratives have power

• They build passion

• And humanise the

endeavour

Jun-2008© 2008 Digital Business Group Pty Ltd

Author: Kate Carruthers 11

Which departments can use this

technology?


Enterprise 2.0

• Using web 2.0 technologies

to enable collaboration in

the enterprise


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

Enterprise 2.0


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

What are some of the challenges?


• Not just funny!

• How do your staff &

customers find stuff?

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

customers find stuff?


Demonstrating Value

• Without business

strategy alignment your

arguments will be

difficult


Driving Adoption


Importance of two-way

communication?


Action model P-D-C-A

Plan

Do

Check

Act


Will these tools be a cultural fit?


What are some internal & external

branding issues?


Importance of Language

• Use their language or

jargon

• Connect your ideas to • Connect your ideas to

their mental map

• Demonstrate the

business value & costs


Building in accountability &

creating transparency?


Creating Change

Creating A Shared Need

Shaping A Vision

Mobilising Commitment


Changing Systems & Structures

Current

State

Transition

State

Improved

State

Mobilising Commitment

Making Change Last

Monitoring Progress

• See

• Feel


• Change

• Now is bad

• Better future


• 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)


Arguments against implementing

these technologies?


Activism

Engagement

Understanding

Supporters Opposers


Understanding

Interest

Awareness

Unawareness

What is the role of I.T.?


Thank-you

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