As I mentioned on twitter, my peer Jeanne Murray and I are presenting a session at the Enterprise2.0 conference in Boston next week that describes an overall view of how we think e2.0 has evolved in our organization. The focus here is not on the technologies themselves but on the human capabilities, interests, and mindset as it has evolved over time. It talks about what we used to think about social computing and how that as changed or evolved with each stage.
This sort of view on evolution is not something that is absolutely decisive. With a multinational organization such as ours, it does not necessarily mean that every corner of the organization is at the same level. The reality is that many locations are still at Stage 1 while others are very well into the later stages. We use the stages to describe how some groups have progressed in their thinking and approach to how they employ social computing in their work.
I don’t plan to describe the entire presentation here but I wanted to share the intention of our session and give an example of a stage. In discussing the idea, Jeanne and I formulated five stages of this evolution:
- Stage 1 – Seeing a need for social computing in business
- Stage 2 – Recognizing the business uses and value
- Stage 3 – Bringing people together into a common frame
- Stage 4 – Building better social-enabled processes
- Stage 5 – Shifting the overall perspective to a dynamic, agile mindset
For example, we entered Stage 2 when the mindset (in stage 1) progressed beyond thinking of social computing as something just for personal entertainment or for kids into recognizing the business potential. Within this stage, people have accepted there is a business need, but are still unsure about how or where it applies in specific use.
The focus in stage 2 is to articulate value and use cases. To do so, we needed to connect people’s expertise and collect stories of their successful use cases. The glories of reaching this stage is that people are starting to become more connected beyond the possibilities of their existing location and organizational position; there are open networks and freer exchange of ideas; and new social-enabled tasks are vetted simply the degree of their adoption.
However, we also saw in this stage that the number of repositories and ways of describing and sharing expertise were exploding. There were multiple options for doing tasks in social tools, and people needed guidance on which ones made most sense. Our wide diversity of tools simply increased the many streams of information, and often randomness of information and people.
Stage 2 has some people starting to connect, but a recognition that for enterprise 2.0 to be valuable to the company itself (and not just on an individual level), we need to consider how we get the larger organization to do this all together (stage 3). This next transformation requires looking beyond how individuals benefit from social computing, to how groups and org units can work as a whole with this system.
Stage 3 then picks up from trying to unite the infrastructure and tooling, as well as clarifying what to use when.
I hope to see some of you at Enterprise 2.0. Our
session is on Wednesday June 16th at 1-2pm (twitter hashtag #e2conf-34).
We will post the slides next week for others to see as well.