E2.0 use cases and trendsLee Bryant, September 2010, Brussels

[welcome]

Introductions

Enterprise IT : an evolutionary rock pool

If your tools require training then you are doing it wrong

Enterprise tools

Social web tools

Competition Co-evolution

See Darwin’s Finches by Sam Ramji

E2.0 : towards socially calibrated businesses

How E2.0 is different :

• Costs: reducing transaction costs in the enterprise

• Value: Understanding behaviour in social networks

• Humanisation: intrinsic, not just extrinsic motivation

State of practice today

Case studies in our report

Enterprise 2.0 study

Tech4i2 Ltd – IDC – Headshift 2010

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Allen & Overy set up a site for their alumni to enable them to network and remain connected with each other and with their former firm. Dassault Systemes set up a business community development platform to allow their sales teams to share information more efficiently with partners and customers. aRway uses its enterprise 2.0 to work in close collaboration with partner companies. In an example of open innovation, one space on their platform is devoted to the co-development of a particular enterprise architecture method with one of their partner companies.

Recruitment Through building or maintaining informal connections through and with individuals, firms can locate talent more easily. Companies are increasingly using online social networks such as Facebook, LinkedIn and other, industry specific sites such as Legal OnRamp to connect with potential employees. Examples Allen & Overy have a recruitment micro-site on which 5 current employees write blog posts about their work at A&O. These blogs have proved very popular with people interested in finding out more about the firm.

3.3 Case Studies We have selected 8 case studies of differing sizes and in a variety of industries from across the EU. Table 5: Companies profiles

Company Country Sector Size (no. of employees)

Lloyd’s Register UK-based but global 1 8,000

Pfizer US-based, research base in Sandwich, UK

3 90,000

Allen & Overy UK-based but global 1 5,000

KPN Netherlands and other parts of EU

2 33,000

Westaflex Germany-based but global

3 2,700

Planet 9 Slovenia 2 110

USEO France 1 14

aRway Sweden 1 15

Common use cases for E2.0 projects

Enterprise 2.0 study

Tech4i2 Ltd – IDC – Headshift 2010

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3 E20 in action: cases studies

3.1 Analyzing Enterprise 2.0 Use Cases A typology is a natural categorization: a systematic classification of types that have certain characteristics in common. We attempted to organize use cases into categories that represented intrinsic properties of the use cases contained with them, building on the work of others including Negelmann (2009) and Morgan (2010). We found, however, that the use cases did not fit neatly into mutually exclusive categories. We then adopted an approach taken by McAfee (2007) and built on by Quintarelli (2008), situating use cases according to the sort of interpersonal tie (Granovetter, 1973) they facilitate.

Enterprise 2.0 tools facilitate person-to-person communication and collaboration within a company, between a company and its ecosystem of partners, clients and stakeholders and between a company and the wider world. Based on this, we found it useful to position the use cases in a space defined by two dimensions that represent these two fundamental qualities of enterprise 2.0. This space is shown in figure 1. Figure 3: Typology of Enterprise 2.0 Use Cases

The first dimension is that of type of interpersonal tie being supported by the use case. McAfee (2007, 2009) extended Granovetter's (1973) account of information-carrying

Social Networking for the Legal ProfessionPenny Edwards & Lee Bryant

Published by the Ark GroupISBN: 978-1-906355-44-9

http://www.ark-group.com/home/Publications/Publication.asp?pubid={9909C410-4AB4-42FC-8D38-5ED5F2ACFB55}

■ Graduate recruitment & trainee networking at DLA Piper LLP, Addleshaw Goddard LLP;■ Expertise location and networking within BT Legal;■ Knowledge sharing at Allen & Overy LLP;■ Improving information findability at Latham & Watkins LLP;■ Creating a social intranet at Freshfields Bruckhaus Deringer LLP;■ Implementing a new digital environment at Linklaters LLP; and■ Adopting social tools at Clifford Chance LLP, Hicks Morley and Mallesons Stephen Jacques.

Some examples...

Example: use cases from the legal sector

Where are we today?

Current state of adoption :

• Early: not yet seeing the network effects of Web 2.0

• Patchy: lack of integration with mainstream IT systems

• Tool-centric: too focused on tool adoption, not biz change

Organisational requirements

Leadership

Organisational Culture

Organisational size

User adoption

What’s next for E2.0 ?

Separation of platforms from apps

Separation of platforms from apps

Where this will take us:

• Continued abstraction of specific business apps from underlying social platforms

• More ways for people to organise and make sense of their enterprise social world

• Opportunities for new forms of measurement

• IT running platforms and data, with business units owning the apps

• Social platforms becoming key experience integration points in the enterprise

Use case driven rapid development

e.g. Law firms:

• Current Awareness tools• Conflict checking• Bid development• Matter management• People finder• Clause manager• Document builder

Some general areas of change within E2.0 apps

Optimum combination of cloud and on-premises

Network, not just individual productivity

Proximity wormholes: intimacy at scale

The power of open data to change behaviour

The power of open data to change behaviour

The power of open data to change behaviour

Coping tools for data and signal overload

http://www.headshift.com

Lee@headshift.comtwitter.com/

leebryant

Thanks for listening

Attribution for images

Except where otherwise stated, photos courtesy of Flickr using Creative Commons license.

Thanks to the following photographers:

http://www.flickr.com/photos/peasap/655111542/http://www.flickr.com/photos/oddsock/282420343/sizes/o/ http://www.flickr.com/photos/paul_irish/2379958609/ http://www.flickr.com/photos/violator3/93589371/http://www.flickr.com/photos/cote/54408562/sizes/l/ http://www.flickr.com/photos/featheredtar/2305070061/ http://www.flickr.com/photos/sgt_spanky/35811144/ http://www.flickr.com/photos/notionscapital/2328274151/

Other references:

http://mashable.com/2010/06/15/gatorade-social-media-mission-control/http://usersguidetotheuniverse.com/?p=96 http://stackoverflow.com/questions/238177?tab=votes&page=4#tab-top http://www.gameaddictionblog.com/images/smb.jpg http://www.slideshare.net/samramji/darwins-finches-20th-century-business-and-apishttp://www.csuchico.edu/~curban/DarwinSP2002Phil108.htmhttp://www.motherjones.com/files/legacy/mojoblog/barack-obama-pointing-250x200.jpg