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The Rise of Enterprise 2.0 An Interview with Prof Andrew McAfee

The Rise of Enterprise 2.0 An Interview with Prof Andrew McAfee. Greg Lloyd – President & Co-Founder Traction Software Inc www.TractionSoftware.com 17 April 2008. Key Point #1. Enterprise 2.0 is about how social software is used by by enterprises in pursuit of their business goals:

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The Rise of Enterprise 2.0 An Interview with Prof Andrew McAfee

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  1. The Rise of Enterprise 2.0An Interview with Prof Andrew McAfee Greg Lloyd – President & Co-Founder Traction Software Inc www.TractionSoftware.com 17 April 2008

  2. Key Point #1 • Enterprise 2.0 is about how social software is used by by enterprises in pursuit of their business goals: • Not how software is developed • Not how software gets deployed • Not how software is integrated • The value of social software is how it is used to make a business more competitive, responsive and efficient.

  3. Key Point #2 “Social software” means software that supports group interactions - not disco balls and parties The English word “social” can mean: • “Relating to human society and how it is organized” (social organization, social studies) • “Living together or enjoying life in communities or organized groups” (social animals) • “A kind of non-business activity where people meet for amusement” (like a party)

  4. A Definition of Social Software “It's software that supports group interaction. I also want to emphasize, although that's a fairly simple definition, how radical that pattern is. The Internet supports lots of communications patterns, principally point-to-point and two-way, one-to-many outbound, and many-to-many two-way.” − Clay Shirky from Prof Shirky’s keynote speech: A Group Is Its Own Worst Enemy O’Reilly Conference April 2003

  5. Personal versus Social Software • Personal Software: Microsoft Word • One person edits many pages privately • Social Software: Wiki • Many people edit many pages - like a team of people build a house, car or other product • Personal software is not “social” • Many people working together to design and assemble a product is “social”

  6. Key Point: #3 • Businesses who are skillful in applying Enterprise 2.0 principals can gain a unique competitive advantage: • Because they make better use of the unique talents and experience of their people • Because they are better at developing and sustaining important relationships with their customers and suppliers • Because they can act more quickly • Like working together as group to design, build and sell a car - skill differentiates winners

  7. Key Point #4 • Enterprise 2.0 software must be designed to be supremely easy to use • Like commercial internet software • Not like old style IT software • Designers of enterprise software must learn new skills • New style Enterprise 2.0 software should “work like the web”

  8. The 9X better than Email Barrier • For an older workforce used to email, E2.0 software must be 9x better to gain wide adoption, but: • We believe that the E2.0 advantage may meet the 9x test in some cases • A way of working that gives a “9x advantage” to each individual may give a strategic advantage to an enterprise • For the rising workforce the Web is the established way of working.

  9. The Rising Workforce • A March 2008 New York Times article asked teenagers what email is good for. • Common answers: • To talk to my bank • To write a thank you note to my grandparents • Does that make you feel old !

  10. Summary • #1 Enterprise 2.0 is about how software is used to support business goals • #2 “Social” means about group interaction, not parties in the office! • #3 Businesses who are skillful in applying Enterprise 2.0 principals can gain a unique competitive advantage • #4 Ease of use and working like the Web are supremely important for Enterprise 2.0 software

  11. Contact Gregory R. Lloyd President and Co-Founder grl@tractionsoftware.com 1 (401)-528-1145 Traction Software, Inc. 245 Waterman Street Suite 309 Providence, RI 02906 USA www.TractionSoftware.com

  12. Backup

  13. A Clarification:“Social” in English can mean • Relating to human society or how it is organized: social institutions, social forces • Relating to rank or status in society: her mother is a lady of high social standing • Living together or enjoying life in communities or organized groups: a human being is a social animal • Relating to or designed for activities where people meet each other for pleasure: the party was a lavish social event.

  14. Transactional versus Social Software • Transactional Software: Accounting system • Many people add accounting records, but each record is a rigidly structured transaction with debits, credits and accounts specified. • Social Software: Weblog (blog) • One or more persons contribute to the same blog over time. Each blog post is a message read by people and indexed by search that others can link to or comment on. • Transactional software is not “social”

  15. Wiki view: The product you wish to build, sell and support Blog view: The external intelligence, internal dialog, and record of decisions of teams working together over time to create and sustain the product Collaboration needs blog and wiki views working together

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