Let me tap in a bit into the term Enterprise 2.0. Much as been said by Professor Andrew McAfee – the thought-leader who coined the term. I don’t intend on creating a redefinition of the term. I agree with Mike Gotta, Principal Analyst at Burton Group when he explained why we don’t need more definitions of the term. Rather we need a better understanding of how to apply the concepts to business in order to arrive at results. That said, I want to offer my thoughts on the concepts – to build upon the great ideas that have been set before me, and to help track a path From E2.0 to Success.
The Internet, and the Web which evolved on the Internet is constantly changing. For the first few years of Internet experience, large corporations, universities, and governments controlled much of the innovation on the Internet. In fact, the Internet was a place for geeks and for some serious academic research and business exploration. At the turn of the millennium we began to see the shift to a very different Internet experience. New technology made the Internet more interactive. New behaviors need the Internet more participatory. What used to be a digital platform for searching and finding is now a canvas for creating and connecting. This shift, referred to as Web 2.0, describes many important changes in technology and culture. Those in the world of media and marketing are now calling these changes social media.
One of the most interesting things that have taken place with this shift is that the corporate world is no longer leading the way in innovation. It used to be that a technology worker would come home and would report excitement about some new gadget he got to play with at work, the new server, or his ability to e-mail anyone in the world. But now the technology worker goes to work and wonders whether he could bring the technology from his home office or that his teenage daughter uses and somehow apply it to the work environment. The changes in the consumer Internet now inspire innovation within the corporation. Executives ask how they could tap into social networks, crowd sourcing, and the ease of getting things done in Internet speed.
These companies, who look for innovative changes to the way they operate, and are inspired by the very same changes in the way the Web shifted to “Web 2.0″, form a collective concept “Enterprise 2.0″ — representing a shift in the way an enterprise works. We’ll talk about this shift — in mindset and in behaviors — that make Enterprise 2.0 so important and relevant.