SXSW: What Does Corporate America Think of 2.0
By Jeffrey L. Cohen
Mon, Mar 15, 2010
Andrew McAfee, principal research scientist, MIT (@amcafee) studies the ways that information technology affects businesses and business as a whole. His research investigates how IT changes the way companies perform, organize themselves, and compete. At a higher level, his work also investigates how computerization affects competition itself ‘ the struggle among rivals for dominance and survival within an industry. He also coined the phrase Enterprise 2.0
Andrew spoke at SXSW Interactive in Austin, Texas about what corporate America thinks about web 2.0 technologies.
What is 2.0
2.0 is a technology tool kit that is novel. It is a freeform environment that we all come to the table as equals. These tools allow group collaboration and the technology gets out of the way. It is not familiar to the usual methodology of corporate world, as it is a decentralized management system that goes beyond the use of tools.
Signs of Good News in business acceptance
Gartner predicts that 2010 is the year of social software with tools from Microsoft (Sharepoint) IBM (Lotus Notes), Salesforce.com (Chatter). Studies may be overenthusiastic, as there is a slower road ahead.
Some Bad News
When explaining social media to corporate America, put yourself in their shoes. They are not technologists who are excited about every new tool with a cutesy name.
Oversimplification
Before you approach corporate bosses to sell social technologies, be aware of the mindset that consists of the following:
- risk-adverse
- enamored of the status quo
- burned by technology hype
- unimpressed by features and novelty
- busy
- budget constrained
- uninterested in social revolution
- hostile to auto-obsolescence
- ROI-seeking
- convinced of their own uniqueness
But they are aware of these new tools and approaches and their internal dysfunctions. They are pragmatic and swayed by theory. Convince them with evidence and narratives and understand that they are afraid of being left behind.
Some Advice for Talking to Your Boss
Use comparisons of how businesses can change rather that showing demonstrations. For example a research paper cannot be found in the MIT online library, but comes up as the top result in Google Scholar. This shows the difference in structured versus unstructured approaches.
Present theories and frameworks for solutions, rather than fast changing jargon. Present ideas grounded in bullet-proof previous work. For example, using theory of weak ties to explain benefits of Facebook, and converting potential ties using networks like Twitter.
Use data, case studies and narratives, but make sure you triangulate to relevant examples. Google and Amazon do not have the power to sell technology cases, as they are not deemed entirely relevant. US Intelligence Community driven to using collaborative tools after 9/11 prove that any organization can use these approaches.
Activate peer effects and show that other companies are using these technologies. The Corner Office interviews from New York Times provides examples that show other leaders are thinking about and using social tools.
Anticipate and allay concerns from the start of presentations, rather than present only positive and enthusiastic approaches.
Show that you understand problems.
Make sure you respect your business partners and understand that they are not geeks and don’t like being talked down to.
For more resources, check out the 20 Adoption Council, a collection of managers in large enterprises that are charting the course for 2.0 adoption.
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Tags: Andrew McAfee, Enterprise 2.0, SXSW
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The conversation around corporate perspective with social media needs to happen with the sales pitch of what it can do for the company. Any tool that a company decides to add has risk and will there will be a cost.
Lyndit
Thanks for the comments. Yes, social media absolutely must be framed how it can benefit the company. By following the examples of others, you can demonstrate the value of social media.
About the approaching bosses/C-level execs: There’s a big thread on LinkedIn about clients who say they don’t have time to get into social media. Lots of good points, like this post.
http://bit.ly/cr8nMT (Must be a LinkedIn member to see, of course!)