Adopting Social Software tools is not necessarily achieving Enterprise 2.0
July 23, 2010
(pic to remind me I’m in vacations as of today 5PM)
What a great post by Luis Suarez : Forget about Social Strategy, think about Social Philosophy in which Luis invite us to join the Hippie 2.0 movement. Though I fully agree with him, I won’t because together with the S word (as A. McAfee wrote) this is exactly what scares C-suite out of E20.
Luis is upset that Social tool adoption is slow and that executives are hesitating. My take is that he shouldn’t wary too much as they eventually will adopt these tools.
The main question is not the When but the How. Because adopting Enterprise Social Networks (ESN) does not necessarily mean achieving Enterprise 2.0 …
Evolutionaries Vs Revolutionaries
We’re back again with this Evolutionaries Vs Revolutionaries conundrum.
Unfortunately, to transform Enterprise 1.0 into 2.0 you need to have C-suite people sponsoring you. And C-Suite people will not buy in such Luis statement :
What if through the usage and adoption of social software we would have an unprecedented opportunity to change the world we live in? Wouldn’t we want to seize that opportunity and make it happen
These are the answers Luis is likely to get, I am afraid.
What if not ? What are the risks ? What are the costs ? Do you think I am gonna risk to transform the whole company on a ground of a What If ?.
We need to be relentless and explain again and again and again how ESN can help the company creating value, getting things done faster and better, having happier and more loyal customers (think Social CRM) and happier and more productive employees.
We can put number behind these figures : how much more revenue loyal customers generate when you take good care of them (this one I don’t but it surely can be googled around).
How much does your operating profit margin increase when your employees engage and are happy Vs when they disengage ? There are numbers available : about 6% difference.
ESN in Enterprise 1.0
Still, this is not the main issue.
We are living in a time where Facebook makes more traffic than Google. C-suite people knows that. And it never takes long before something successful in the internet get inside the corporate wall.
My bet : ESN will eventually be implemented because the last thing C-Suite people want is their company to look obsolete in terms of internal technologies.
The main challenge today is how it will happen. The main risk is to implement ESN to make Enterprise 1.0 processes more effective. In that case it won’t change anything to the company culture. We’ll just do the incorrect thing faster.
ESN in Enterprise 2.0
So we need to be pedagogic and tell C-suite that the reason we need to implement Enterprise Social Networks is not because they are new, trendy or because our competitors have implemented it. It is because we want to achieve Enterprise 2.0.
Implementing Enterprise 2.0 mean using Enterprise Social Networks because they have proved on the web to be the most appropriate tools to leverage a continuous flow of information (the interconnected world we are living and making business in) in order to create value. In such world we do things in a completely different way.
To understand why, we need to go back to Michael Grieves definition of process :
a set of coordinated actions to achieve a business goal and generate business value. It takes clearly defined inputs and transform them into clearly defined outputs in a controlled environment.
In our 21st century interconnected world, there is no such things as clearly defined inputs and controlled environment anymore. There only is a a continuous flow of information (Jon Husband) and a continuous flow of changes in highly collaborative environments. Processes evolve on a permanent basis.
Change the way we lead
In order to fully benefit from ESN value, we need to take this opportunity to review E1.0 processes and change the way we do business. Change the way we lead. Change the way we manage people. Change the way we communicate with our customers.
We’re lucky : some visionaries already have understood how to free knowledge workers to maximize their productivity in highly collaborative environments. ESN are just the perfect tools to implement these management techniques.
That’s the way we really want to implement ESN and achieve Enterprise 2.0.