The presents are unwrapped. The kids have moved out of the family room and into their rooms – hoarding candy and newly acquired Christmas booty. You’re sitting there, staring at the tree and other decorations knowing the day is looming when they will need to be re-boxed and re-stored for another 11 months. Granted there are a few of you who celebrate differently at this time of year but the upshot is the same – it’s over and it’s time to get back to the tasks at hand. The tasks that have been held in abeyance for the last two weeks of the year.
And, if my google reader and twitter stream is any indication of what the corporate zeitgeist is – enabling web 2.0 technologies is on your list somewhere – and probably somewhere near the top.
You’re starting to consider sharing more information. You’re beginning to form a “social media strategy” around these new–fangled sharing and collaboration tools. You’re using words like open and transparent. You’re still trying to figure out what Yammer is and why you should know about it.
All of that is what Enterprise 2.0 is – and isn't.
Enterprise 2.0 is a good idea and something most companies will do incorrectly.
Enterprise 2.0 is Money
Recent research from McKinsey states:
"In fact, our data show that fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways."
Their point – Enterprise 2.0 is a money maker.
And, because it’s a money-maker, many companies will jump in and begin loading technologies on their servers, enabling employee smart phones and opening up the dialogue with their customers. They will start to connect people all over the place with networking applications. They will go full-metal Enterprise 2.0.
Enterprise 2.0 is People
Connecting people is the new black. ‘Cept is has always been the new black. Just a different style black.
Business has always been about people. People talking to people. People selling to people. People helping people. People connecting to people. Enterprise 2.0 is no different – it’s just people connecting to people – but now it’s people connecting to people on steroids. You've all heard the warning bells about how good news – and the bad – can go viral. You’ve all read about losing control of your message (as if you really had it in the first place) – and you’re now caught between a rock and a hard place.
Rock = Networks can potentially drive greater profits.
Hardplace = Networks can potentially increase risk.
Enterprise 2.0 is all about people and their interactions. Unfortunately, for as long as you’ve been running your company, division, department – people are unpredictable and messy. People don’t fit into equations and predictive models well. In general we can categories and make sweeping predictions, but when it comes to technologies that impact ALL employees – what we’re really worried about here are black swans - and uncontrolled access to wide-reaching technologies is a breeding ground for black swans.
Enterprise 2.0 is Built on Engagement
Too often we hear and see pundits talking about which technology solution is best for Enterprise 2.0 – but the reality is none of them is effective unless you have engagement right.
Before you look at the shiny buttons and bells on Enterprise 2.0 technology solutions – look at your employee engagement. Ask yourself if your employees really know what to say, do and be on these new social tools. Do you trust them? Do you believe they know what to say, how to say it and who to say it too? Does every employee know what your mission and values are and do they know what that looks like in the “connected world?”
I’m not talking about a “social media policy” – I’m talking about positive, proactive behaviors from your employees that will allow them to use these new tools to benefit themselves and your company. I’m talking about how employees feel at a personal and private level about your company. Do they believe and trust you (you meaning management and the company?) Do they want you to succeed? Do they know what “succeed” means? Is it profit? Is it customer satisfaction? What defines your culture and how engaged are your people in that culture?
In order for you to be successful with Enterprise 2.0 tools you have to have a solid engagement strategy and process in place.
Fuel on the Fire
Enterprise 2.0 tools are like adding steroids to your business. If you have a healthy culture and a great engagement plan – you can leverage these new tools and be the poster child of Enterprise 2.0.
However, just like in the human body, if you have an infection (ie: bad engagement) adding steroids to the system can push the infection into overdrive and you will get the exact opposite reaction – and you will get it at light speed.
Take my advice - working on your engagement issues is REQUIRED BEFORE you open the floodgates of Enterprise 2.0 technologies.
Don’t believe the hype – Enterprise 2.0 is really about engagement enabled by technology. It is not about processes enabled by technology.
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