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Monday, March 15, 2010

What does Corporate America think of 2.0? with Andrew McAfee at SXSWi

monday, 9:30am, hilton level 4, salon D
andy mcafee - E2.0 researcher, author, and much more
his blog, twitter @amcafee
what does corporate america think of 2.0?
AKA enterprise2.0, web2.0, communities and social media
hashtag #corpamericathink

geek is a term of affection
i have to explain this to my MBA students that it's not an insult to be categorized as a geek
personal plug: wrote the Enterprise2.0 book

definition of "2.0"
2.0 = freedom, visible, emergent, non-credentialist approaches to getting group work done (collaboration, innovation, search, coordination, etc) as well as the technologies that support them.
old thinking / 1.0: if you want to control the outcome control the process
valuable outcomes happen when you release control and see what happens

good news: tipping point?
social software is maturing and evolving - features are coming
  1. IBM Lotus Connections (disclaimer: i work for IBM and use LC daily in my job)
  2. MS Sharepoint 2010
  3. Oracle "Wave" project
  4. Salesforce Chatter
  5. Google Wave
From analysts
  1. Gartner - social software is an enterprise reality in 2010
  2. McKinsey running E2.0 survey for last 3 years
  3. The Economist is talking about E2.0
  4. PwC say we're "maturing"
this is a bit enthusiast though
corporate businesses are not beating down the door to adopt
a lot of skepticism out there

bad news: personal experience
demo'ing facebook is a rookie mistake
it doesn't work to show your bosses your facebook wall
it looks like a complete waste of time
why aren't they getting facebook?

oversimplification: the corporate mindset
let's be real, most of us aren't interested in taking on huge risky challenges when we are in various scopes of corporate responsibilities

enamored of status quo
we are enamored with the stuff that we can have, more than what we do have
tivo example - who loves tivo? who uses it as a stand alone device? who is a brand ambassador? (RAB: i raised my hand to all of these questions. TiVo ROCKS - Cable DVR sux)
we all have a deep seated preference for the status quo

burned by technology hype
remember B2B exchanges?
not so sure wholesale distribution has been overturned by the internet
there is a don't get fooled again mindset

unimpressed by features & novelty
technologists love bells and whistles
corporate america does not care about features, just results
if you start talking about features you will get no where

other qualities of corporate business types
budget constrained
uninterested in social revolution
they are interested in get business done, not changing the world
hostile to auto-obsolescence

convinced of their own uniqueness
everyone thinks they are at the most important pivotal place in the industry
anecdote: 60s HBS colleague used to say...
q: what industry are you in?
acquaintance: blah blah exporter of spanish tile
q: it must be a great time to be in that industry right now
use this method to drive a conversation and you'll be surprised

aware of new tool and approaches
they are keenly aware of things that are needed or blocking them from getting more done
desperately pragmatic
would you please stop that, they are veracious consumers of theory
obviously persuaded by evidence
provide a great story line or arc that is an extremely good tie and tie that back to you
no one is immune to the power of a good narrative

advice-giving: how to talk to your bosses about technology
this is not talking to your kids about drugs but talking to your bosses about tech
show why 2.0 is better
use comparisons instead of demos
try search
example: strength of weak ties - author from netscape - good good stuff
no results searching the actual MIT library online
so i go to google
search "granovetter weak ties" - nothing
4. "three can keep a secret if two are deep"
out of 45 results - nothing at MIT online library
total fail
so onto Google scholar beta
boom first try
complete success
this is a great 2.0 comparison example

present theories and frameworks, not jargon
grounded in bullet-proof previous work

present data, case studies, narratives
not about google, amazon, etc
if you do this people's eyes glaze over
"no, there aren't lessons here. my org is not 10 yrs old, it's 60 yrs old. we don't have stock options. we don't have a dogplex in the middle of a campus with free lunch, the best and brightest engineers don't want to work for me."
look at McKinsey Global Survey
look at recent work with 16 US Intelligence Community Agencies
...so when all the lights were blinking red and things were obviously about to go wrong, none of these groups could link their information and talk to each other
if they can do it, we can do it - best kind of case studies

activate peer networks
if only we knew what we knew, we would be 3 times more productive - HP CEO

anticipate and allay concerns
don't wait until the Q&A
we're not giving everyone a telephone to connect, we're handing them a megaphone to start to shout out to the world
this is very frightening to many people in corporate america
show that you understand their problems

don't treat them like geeks (or dopes)
they are very sensitive to technologists talking down to them
this is a great way to get them to stop listening immediately!
don't lay your failures on someone else

learn more
2.0 adoption council
E2.0 peer community - apply to be part of this
2 members per corporation allowed to join / participate
working with them on new case studies
holla - @jamiepappas and @cflanagan photos / shout-out in @20adoption "learn more" slide
case studies are coming http://20adoptioncouncil.com
(RAB: also follow @itsinsider)

open discussion
q & a
A CEO stood up to affirm that Andy's characterization of corporate business leaders, said was accurate however forward-thinking CEOs are now forced to face the new reality that customers control the market and the message / conversation. Business leaders need help with implementing 2.0 and the associated change it represents. (um, duh - point of clarification based on the comment below: my commentary here is not meant to offend. sarcasm is used by geeks to affirm each other and agree on common sentiment. i am glad to see perspectives from executives who care enough to comment on blogs and connect on these topics. great stuff! )

mcafee thinks that the cluetrain manifesto is focused on the marketing of communication
if you aren't devoting some of your marketshare to trying new tech than you are on the way down as a company

other posts


Ken said...

"ceo stood up to affirm that andy's characterisation of corporate business leaders is accurate
but forward-thinking CEOs are now forced to face the new reality that customers control the market and the message / conversation. (um, duh)"

As the CEO that stood up and made the comment, you should have finished my statement: Business leaders need help with implementing 2.0 and the associated change it represents.

It seems you didn't read what you transcribed: "don't treat them like geeks (or dopes)"

(um, duh) comments should be avoided when communicating with or about business leaders. Most of them aren't dopes.

the Rab said...


Thanks. Very true. I appreciate your comment. Thanks for the correction. Perspective is sometimes hard to convey with live-blogging.

Ken said...

Perspective is hard to communicate in personal, much less across the Net.

Business leaders and decision makers need technologists help. You and I both know that 2.0 (used generically) has already changed business. Some leaders understand that, some don't.

Andy was spot on when he said stop talking about features and functionality. Most leaders either don't understand or don't have time to learn. Speak in terms of using 2.0 to align client expectations with company goals, as a strategic monitoring tool and an investment in the shift in business.

Andy suggested case studies. They'll work eventually if the leaders have time. I'd look more at top of mind examples:

Southwest Airlines is in the customer service business. Their entire brand and culture revolves around customer service and customer satisfaction (The Southwest Way).

One disgruntled client dissolved millions of dollars in branding and marketing in less than 24 hours.

What are we (company) doing to ensure that we're able to react to this type of external impact? Is your company prepared?

The role of the leader in 2.0 is to prepare their companies' internal structure to anticipate the realities of changing to a more open corporation.

Your roles as technologists is to understand the long term goals of the company and provide solutions to help meet those goals. Be prepared to implement.

When you present the implementation to the C-levels, start with your goals and objectives, talk about the corporate benefit and provide timelines with enough cushion built in to CYA for the inevitable snags. Do not talk about how cool the technology is and how it will allow you to pwn the competition.



the Rab said...


Thanks so much for taking the time to give more on the case studies and roles. These are key to communicating the value of 2.0 as Andy said. I would appreciate if you share a link to the CEO council you mentioned in the session discussion for me to link here. If you believe it would be a good resource to raise awareness with others. Would love to hear more about it.


Ken said...

www.vistage.com is a great resource for CEO's and business leaders. It's a closed group and isn't cheap to belong in either money or time.

Business leaders itend to be arrogant jerks who love our own ideas (I don't know if you've noticed this. The value of Vistage is that it's a place to go to get answers questioned by your peers.

That perspective thing circles back around here: Most of us don't have it. We delude ourselves when we think we have an "open and honest" culture and our team members will tell us the truth. News flash for business leaders: If you're signing the check, you're not going to get truly honest feedback.

Personally, I have a lot of brilliant ideas. Most of the suck. Vistage is where I can go to get holes poked in my great ideas.

SXSW has been great. Have to head back home.



the Rab said...

Great, Thanks all. I have posted some links to other blog posts as a footer.