The document discusses trends in enterprise 2.0 use cases. It presents case studies of companies that have implemented enterprise 2.0 solutions, ranging from large companies like Pfizer to smaller companies. It also discusses how enterprise 2.0 is evolving, with a focus on social platforms becoming integration points and the separation of business applications from underlying social platforms. Finally, it explores how enterprise 2.0 applications may change, such as becoming more network-focused rather than about individual productivity.

1. E2.0 use cases and trends
Lee Bryant, September 2010, Brussels

2. Introductions
[welcome]

3. Enterprise IT : an evolutionary rock pool

4. If your tools require training
then you are doing it wrong

5. Enterprise tools

6. Social web tools

7. Competition Co-evolution
See Darwin’s Finches by Sam Ramji

8. 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

9. State of practice today

10. We have selected 8 case studies of differing sizes and in a variety of industries from
Case studies in our report
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 3 90,000
in Sandwich, UK
Allen & Overy UK-based but global 1 5,000
KPN Netherlands and other 2 33,000
parts of EU
Westaflex Germany-based but 3 2,700
global
Planet 9 Slovenia 2 110
USEO France 1 14
aRway Sweden 1 15

11. 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.
Common use cases Cases E2.0 projects
Figure 3: Typology of Enterprise 2.0 Use
for

12. Example: use cases from the legal sector
Social Networking for the Legal Profession
Penny Edwards & Lee Bryant
Published by the Ark Group
ISBN: 978-1-906355-44-9
http://www.ark-group.com/home/Publications/Publication.asp?pubid=
{9909C410-4AB4-42FC-8D38-5ED5F2ACFB55}
Some examples...
■ 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.

13. 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

14. Organisational requirements

15. Leadership

16. Organisational Culture

17. Organisational size

18. User adoption

19. What’s next for E2.0 ?

20. Separation of platforms from apps

21. 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

22. Use case driven rapid development
e.g. Law firms:
• Current Awareness tools
• Conflict checking
• Bid development
• Matter management
• People finder
• Clause manager
• Document builder

23. Some general areas of
change within E2.0 apps

24. Optimum combination of cloud and on-premises

25. Network, not just individual productivity

26. Proximity wormholes: intimacy at scale

27. The power of open data to change behaviour

28. The power of open data to change behaviour

29. The power of open data to change behaviour

30. Coping tools for data and signal overload

31. Thanks for listening
Lee@headshift.com
twitter.com/
leebryant
http://www.headshift.com

32. 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/2010/06/1
5/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-apis
http://www.csuchico.edu/~curban/DarwinSP2002Phil108.htm
http://www.motherjones.com/files/legacy/mojoblog/barack-obama-pointing-250x200.jpg