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Going Mainstream

Going Mainstream. A Road Map for Enterprise 2.0 Success. Turning Off the Old.

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Going Mainstream

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  1. Going Mainstream A Road Map for Enterprise 2.0 Success

  2. Turning Off the Old • Research on the 9X effect and consumer adoption of novel products and technologies suggests several strategies for overcoming resistance to Enterprise 2.0 and increasing adoption rates of emerging social software platforms (ESSPs)

  3. Turning Off the Old • Eliminate the old product and force adoption of the new • Private communication channels are highly valuable, and it would be unwise to eliminate them completely. • However, for group-level work, the group’s leader can come close to turning off e-mail by simply saying, “I’m not going to read e-mails about this project; put all updates on the wiki

  4. Turning Off the Old • It’s also possible to eliminate existing methods at the second and third rings of the bull’s eye, where ties are weak or potential. • Few tools are currently in use at these two rings, and none of them work very well. • Many organizations distribute digital/paper newspapers in an attempt to keep people updated, but these are usually not the most eagerly consumed pieces of information.

  5. Using Believers • For managers hoping to overcome the 9X effect with long-haul producers, believers have been identified as an important category of user • Believers are early and spontaneous adopters that quickly see the benefits of a new product and switch to it.

  6. Designing Technologies That Will Be Used • Technologists can mitigate the status quo by building ESSPs that work with existing tools like email and text messaging. • Developers can further short-circuit the endowment effect and status quo bias by building applications for which no direct incumbent exists.

  7. Six Organizational Strategies • Determine desired results, the deploy appropriate ESSPs • Prepare for the long haul • Communicate, educate, and evangelize • Move ESSPs into the flow

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