Yesterday I followed the live stream of the Enterprise 2.0 Conference in Santa Clara. I could not help comparing the event with the recent Enterprise 2.0 Summit in Frankfurt. I realize why many people had raved about the Summit as “so different from the American conferences – more a management conference than a vendor event”.
In Santa Clara, I was surprised to see that Tony Zingale, CEO of Jive Software, started his key note with an advertising clip. Generally speaking, I was a bit disappointed by the key notes shown on the live stream. Most of them came from software vendors (I missed the first one from the U. S. State Department). IMHO, these talks were a bit like sales presentations – and focused too much on their respective platforms.
Yes, I admit it, one of my mantras is “It’s not about technology”. At the Summit, I learned that T-Systems’ Frank Schoenefeld considers this as one of the seven pitfalls of Enterprise 2.0. He advised us to carefully select the technology, integrate it into the existing software stack, teach and educate employees how to use the social software stack.
I agree, this is important. Still, for me technology is a “conditio sine qua non” – indispensable, but not enough! Or – as Oscar Berg put it – technology is the obstacle between the user and his goals.
I am very happy that the Enterprise 2.0 Summit covered all those aspects that matter much more than technology. For instance, take the first day’s key notes on “Manager 2.0 – Key Elements of Leadership Concepts in an Enterprise 2.0“. Richard Collin started his speech with a very powerful statement: Enterprise 2.0 is not about applying Social Software to the enterprise. It’s a new model of doing business and managing a company.
In Enterprise 2.0, technology is merely an enabler for a cultural evolution. It can change the way we connect with our colleagues, share information, collaborate, manage projects, innovate, lead, create value. Ah, here’s one thing I liked in yesterday’s Jive clip: It helps us move from “me” to “us”.
When introducing “2.0″ to the Enterprise, we should position it as “a better way we work”. Better for the company, because it’s more efficient, opens new business opportunities and creates more value. And – even more attractive to our audience – better for YOU because it will make your tasks easier, help you feel appreciated and connected to your colleagues.
When planning communication for Enterprise 2.0, try to work out why your colleagues will FEEL GOOD when working in this new way. And don’t listen to anyone saying “they would feel good if they didn’t have to work”. You only need to know an unemployed person to understand that’s not true. We are social beings, and we want that the things we do make sense. That’s why “working the enterprise 2.0 way” appeals to us.
Last week, I learned that this can happen without any technology. I was invited to a workshop, together with 11 colleagues from very different units. Although most of us had no direct stakes in the workshop topic (“not in my target agreement”), and many of us had not met before, we managed to work out a great result and even committed to doing a follow-up. The success factors may sound familiar to you:
- At the beginning, we worked out why the topic is vital for our company – and why we personally feel passionate about it
- The organizers made it clear that we were picked not because of our job description, but because of our experiences and diverse approaches to the topic
- The moderator created a collaborative spirit
At the end, we realized that we had worked “the Enterprise 2.0 way” – without ever logging into our platform.