This document discusses Enterprise 2.0, which refers to using emerging social software platforms within companies or between companies and partners/customers. It defines key attributes of Enterprise 2.0 like being platform-based, social, and complementary to existing organizational and technical structures. Examples are given of companies using social platforms internally like Intrawest's use of blogs and tags. Challenges to adoption within companies are also discussed, such as imposing too much structure versus allowing emergent platforms to form organically.

1. Enterprise 2.0: A Progress Report
Prof. Andrew McAfee amcafee@hbs.edu
Harvard Business School
blog.hbs.edu/faculty/amcafee

2. Definition
Enterprise 2.0 is the use of emergent
social software platforms within
companies, or between companies
and their partners or customers.
© Andrew McAfee, 2007

3. The Enterprise 2.0 Vision

4. The Avenue A | Razorfish Intranet
Bookmarks
News
Blog
Posts
Tags
Uploads
New
Pages
© Andrew McAfee, 2007

5. Idea Sharing at Intrawest
© Andrew McAfee, 2007

6. Attributes of Enterprise 2.0

7. Attributes
Platform-based
Social
© Andrew McAfee, 2007

8. Social: Facebook
© Andrew McAfee, 2007

9. Attributes
Platform-based
Social
Complementary with existing structures
– Organizational
– Technical
Collective
Convergent
© Andrew McAfee, 2007

10. Collective and Convergent:
Hollywood Stock Exchange
Wolfers,McAfee, 2007Zitzewitz (2004). quot;Prediction Markets.quot; Journal of Economic Perspectives 18(2): 107-126.
© Andrew J. and E.

11. Attributes
Emergent
– Non-credentialist
– Dynamic
– Navigable
– Extensible
– Workflow-free
© Andrew McAfee, 2007

12. Why now?
• Building blocks of computing are cheap
• Shift in approach by Web 2.0 technologists
• Attract crowds
• Get out of their way: stop imposing structure
• Build mechanisms to let structure emerge
• Search, links, tags, prices, etc.
• Will enterprise managers and technologists
make the same shift?
© Andrew McAfee, 2007

13. Challenges

14. Predicted Outcomes of E2.0 Efforts
Flourish
Idle
Fail
© Andrew McAfee, 2007

15. Adoption Challenges
Amount of Incentives to
Imposed Participate
Structure
Personal Benefits Culture and
Ease of Use
vs. Costs Norms
Organizational
Technical
© Andrew McAfee, 2007

16. Conclusions

17. Conclusions
Enterprise 2.0 will make companies less similar
Differences will often be difficult to identify from
outside
Tools are still in flux; much more innovation to
come
E2.0 will play out over the next several years
© Andrew McAfee, 2007