How social software will change the future of work

1. ENTERPRISE 2.0
How social software will change the future of work

2. LOOSENING HIERARCHIES AND GIVING MORE POWER TO EMPLOYEES CAN
LEAD TO FASTER INNOVATION, LOWER COST STRUCTURES, GREATER AGILITY,
IMPROVED RESPONSIVENESS TO CUSTOMERS AND MORE AUTHENTICITY
AND RESPECT IN THE MARKETPLACE.
Don Tapscott, co-author of Wikinomics: How Mass Collaboration Changes Everything

3. THE UPCOMING GENERATION IS GOING TO EXPECT TO HAVE ACCESS TO
THEIR TOOLS IN THE WORKPLACE. IT WOULD BE LIKE SOMEONE FROM
MY GENERATION NOT HAVING ACCESS TO EMAIL. IF THEY DON’T GET
THIS STUFF, THEY PROBABLY WON’T BE THERE FOR A LONG TIME.
Marthin de Beer, Cisco Systems

4. WE KNOW SOME PEOPLE FROM YOUR COMPANY. THEY’RE PRETTY
COOL ONLINE. DO YOU HAVE ANY MORE LIKE THAT YOU’RE HIDING?
CAN THEY COME OUT AND PLAY?
Thesis #84, The Cluetrain Manifesto

5. ENTERPRISE 2.0
• Social software will change the future of work
• Highly relevant in current economic climate
• Communications can be a driver and enabler
of this change

6. ENTERPRISE 2.0
• The Perfect Storm
• Impact on Communication
• The 4Cs Approach
• Ensuring Success

7. THE PERFECT STORM

8. THE PERFECT STORM
Web Business
Technology Environment

9. WEB TECHNOLOGY COMES OF AGE

10. BUSINESS ENVIRONMENT CHANGES
• West to East
• Producer to consumer
• Employer to employee
• Geographies to communities

11. AND NEW EMPLOYEE CONTRACTS
Then Now
Cradle to grave Portfolio careers
Loyalty Transactional relationship
Dependence Independence
‘Our human resources’ Creative talent on loan
Employees Citizens
Big institutions My own company
Command and control Well-governed inclusivity
CEO = God CEO = Guide
I left the company I left my boss
Local community Workplace communities

12. THE IMPACT ON
COMMUNICATION

13. COMMUNICATION > CONNECTION
Connection Communication
Collaboration Cooperation

14. BUSINESS BENEFITS
• Increases employee’s knowledge
• Provides access to solutions to business problems
• Harnesses collective knowledge of employees
• Stimulates internal collaboration
• Improves cross functional interaction
• Sparks innovation

15. BLURRED BOUNDARIES

16. “CONSUMERIZATION” OF IT
2009 will see the first wave of ‘digital natives’ that are
so immersed in digital culture that they are completely
unconcerned about the effects of their technology
choices on their organizations.

17. WHAT IT MEANS
• Communication > Facilitation
• Opportunities to enable and support change
• External > Internal
• Focus on people NOT technology

18. THE 4CS APPROACH

19. CULTURE IS KEY

20. CULTURE IS KEY

21. COMMUNICATION

22. COOPERATION

23. COLLABORATION

24. CONNECTION

25. ENSURING SUCCESS

26. FOUR FACTORS FOR SUCCESS
1. Speed and flexibility
2. Ease of use
3. Demand driven
4. Put individual value first

27. SOCIAL STRUCTURE
• Creators
• Organizers
• Filterers
• Contributors
• Connectors

28. EXPERIMENT
• Participation must be easy
• Build on existing relationships
• Integrate with existing tools/processes
• Self-managed with no training
• Contain personal value to the individual

29. BOTTOM UP, TOP DOWN
“We want you to
use this, it will
help the
company”
“You should use
this, it might help
you do your job”

30. COMMUNICATION IS KEY
Awareness Education Adoption

31. ENTERPRISE 2.0
• The nature of work is changing
• The impact on communication will be profound
• Social software will play a role in the
organization of the future
• Effective communication is critical to success

32. WHAT NOW?
• Align internal/external strategies
• Map your social software footprint
• Identify your ‘digital natives’
• Plan experiments
• Listen, learn and engage

33. CONTACT
• Website/blog: http://www.enterprise2dot0.com
• Email: ncook@hillandknowlton.com
• MSN/Skype: niallcook
• Twitter: http://twitter.com/niallcook