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Enterprise 2.0: How to Manage Social Technologies to Transform Your Organization [Kindle Edition]

Andrew McAfee
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Produktbeschreibungen

Pressestimmen

“If you’re intent on positioning your business for the future, and would rather lead than follow, you need to read this book.” -Gary Hamel

We'd recommend this book to any under-appreciated CIO seeking self-improvement, and to executives trying to extract greater value from their IT spending… —ZDNet UK, October 12, 2009

Kurzbeschreibung

"Web 2.0" is the portion of the Internet that's interactively produced by many people; it includes Wikipedia, Facebook, Twitter, Delicious, and prediction markets. In just a few years, Web 2.0 communities have demonstrated astonishing levels of innovation, knowledge accumulation, collaboration, and collective intelligence.

Now, leading organizations are bringing the Web's novel tools and philosophies inside, creating Enterprise 2.0. In this book, Andrew McAfee shows how they're doing this, and why it's benefiting them. Enterprise 2.0 makes clear that the new technologies are good for much more than just socializing-when properly applied, they help businesses solve pressing problems, capture dispersed and fast-changing knowledge, highlight and leverage expertise, generate and refine ideas, and harness the wisdom of crowds.

Most organizations, however, don't find it easy or natural to use these new tools initially. And executives see many possible pitfalls associated with them. Enterprise 2.0 explores these concerns, and shows how business leaders can overcome them.

McAfee brings together case studies and examples with key concepts from economics, sociology, computer science, consumer psychology, and management studies and presents them all in a clear, accessible, and entertaining style. Enterprise 2.0 is a must-have resource for all C-suite executives seeking to make technology decisions that are simultaneously powerful, popular, and pragmatic.

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2 von 2 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
A. McAfee hat 2006 den Begriff "Enterprise 2.0" ins Leben gerufen und seit dem fortwährend dazu publiziert, insbesondere in seinem Blog. In seiner Forschung untersucht er insbesondere die Auswirkungen von IT auf Unternehmen und deren Geschäftsprozesse. So hat auch das Buch das primäre Ziel, den tatsächlichen Mehrwert (auch an Hand von Fallstudien) aus dem Einsatz von "Emergent Social Software Platforms" (Begriff im Buch definiert), wie Wikis, Blogs, Tagging etc., im Unternehmen darzustellen; und im zweiten Teil Wege dorthin bzw. Herausforderungen dabei aufzuzeigen. Konkrete Produkte als auch technische Implementierungen bzw. Details kommen nicht vor. Die Zielgruppe liegt daher wohl auch eher im Bereich des mittleren bis höheren Managements, die das Thema aus Anwender- bzw. Entscheidersicht erschließen möchten. Expertise in der IT oder Erfahrungen in der Anwendung von ESSPs sind nicht notwendig.

Wer sich allerdings schon länger mit Enterprise 2.0 beschäftigt, wird nicht viel wirklich Neues entdecken. Abgesehen von den letzten beiden Kapiteln ist das Buch im Wesentlichen eine handliche (und nach wie vor inhaltlich sehr wertvolle) Zusammenstellung von McAfees Blogposts der vergangenen Jahre. Daher auch "nur" 4 Sterne.
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3.0 von 5 Sternen Ein Model und eine Menge Evangelisierung 3. September 2012
Format:Gebundene Ausgabe
Das Buch ist in zwei Teilen gegliedert. Der erste Teil (Kapiteln 1 bis 5) führt in das Thema Enterprise 2.0 und erklärt wie so dieser Trend bzw. Paradigmenwechsel so bedeutend ist und wie wertvoll dies für die Unternehmen sein könnte. Der zweite Teil (Kapiteln 6 bis 8) soll die Anleitung für den Manager bei der Implementierung dieser Enterprise2.0 Tools und Praktiken bieten.
Nach dem einführenden Ersten Kapitel, beginnt das Zweite mit der Beschreibung der vier real world Fallstudien. VistaPrint, Serene Software, CIA und Google. Anhand dieser soll in den folgenden Kapiteln demonstriert werden inwiefern Enterprise 2.0 Kollaborationsmethoden wertvoll sein können.
Das dritte Kapitel startet mit der Identifikation und der Erläuterung der drei Trends die das Rückgrat der Enterprise 2.0 darstellen sollen:
1. Free and easy Platforms for Communication and Interaction: Hier wird besonders der Switch der Kommunikationswege von Channel zur free and easy Platform als Maßgebend herausgestellt.
2. A lack of imposed structure: Hierbei schreibt er in “seinem” Kontext, der Struktur folgende verschiedene Bedeutungen zu: Workflows, Decision rights, Interdependences und Information
Durch die Gegenüberstellung von Erfolg von Wikipedia, die eine komplett freie redaktionelle Struktur i.S.v. o.g. vier Bedeutungen ermöglicht, und den Misserfolg von Nupedia, die auf einen umfangreichen und starren Administrativen Review-Prozess beharrt, wird das Nicht-Aufdrängen bzw. Nicht-Vorgeben von diesen Strukturen gepriesen und als ein der entscheidenden Erfolgsmerkmale identifiziert.
Lesen Sie weiter... ›
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Format:Gebundene Ausgabe
All you ever wanted to ask about Enterprise 2.0 but did not know whom to ask.

First of all, I have enjoyed reading this book. I have started thinking about Enterprise 2.0 and Web 2.0 some time ago and started reading blogs, papers and books. This one is kind of special.

I have anticipated this book from Andrew McAfee for quite a while. This book is interesting for most if not all of us. In my opinion Enterprise 2.0 is going to change the way we are working today, maybe not radically, but still there will be a change. And this change is not about technology, it is all about the way people work together.

Since O'Reilly [O'Reilly 2005 [...] ] published his article "What is Web 2.0?" there was a lot of buzz around Web 2.0.
Along comes Andrew McAfee [McAfee 2006 [...] coins the term of Enterprise 2.0, and publishes the article "Enterprise 2.0: The dawn of emergent collaboration."

The book itself is structured in two parts where the first part is about describing the new technologies and how they are used in different settings. In the second part of his book McAfee describes how to navigate possible pitfalls in implementing Enterprise 2.0 and then gives an outlook about potential future developments.

It is not a book for geeks who are familiar with XML, Ajax, HTML. It offers insights on how organizations can benefit from this paradigm change in how internet and intranets can be used. A good read, and a good start for those interested in Enterprise 2.0.

Concluding I would like to borrow the words from Thomas H. Davenport:

'Andrew McAfee is the king of Enterprise 2.0. He has written a book that is low on hype and high on business value. There is much to gain from exploring these participative technologies, and little to fear.'
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3.0 von 5 Sternen Enterprise 2.0 better article than book - sorry to go against the grain 29. Dezember 2009
Von Mark P. McDonald - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Writing this review has been is one of the hardest things I have had to do. I wanted to like this book, it's a great subject, a knowledgeable an author and great prior reviews. Unfortunately this book does not deliver making this review tough to put together. I would not suggest using this book to introduce Web 2.0 to the business. I know that this review may draw some heat from the other reviewers but here are the reasons behind my review and why I recommend reading McAfee's HBR article rather than investing the time in this book.

The book covers an important topic and a critical time in its formation. What is the impact of social computing technologies like Wiki's, blogs and other forms of social media. McAfee defines Enterprise 2.0 as the use of emergent social software platforms by organization s in pursuit of their goals. (p.71) McAfee says that Enterprise 2.0 is not primarily a technology issue. This is not born out in the text as majority of the book spends time defining the technology behind E 2.0 (chapter 3 and 4) and the capabilities provided by the technology (chapter 5).

McAfee treats E 2.0 technology at a high level. Its is as if, McAfee does not believe a business person would be interested in how the technology works, which makes the web 2.0 technologies seem trivial. If McAfee had expanded the view of technology to include the integration of business processes and information with these technologies he could have provided powerful business based descriptions.

McAfee intended to write a business book about Enterprise 2.0 but he concentrates the vast majority of pages on emergent social software platforms (ESSP). There is little discussion of the business impact of the software, how it applies to major business processes or activities and how these platforms change the way business work at a strategic, market, financial, product, organizational or operational areas. These are all questions business executives have and they are not treated sufficiently in this book. This is one reason why I would not suggest using this book as a platform for launching new social software initiatives.

Business books relies on case studies to illustrate their points and while McAfee has case studies from Google, Serena Software, the CIA, and Vista Print which should provide a solid foundation. However, the cases talk about how these people implemented Espy's in a generic fashion saying that company A implemented a blog to solve their problem. Only the description of Google's adoption of predictive markets constitutes a strong case. The limited use of practical or detailed examples is puzzling, as it does not give the reader access to McAfee's experience and insight.

McAfee further weakens his argument as the book draws on academic frameworks outside of E 2.0 and technology to answer critical issues. Normally, this is where a strong case study would illustrate how people have addressed these challenges. However, McAfee chooses strong academics including discussion of theories of Granovetter (Strength of Weak Ties), Hayek and Harford (Theory of Knowledge), Gourville (Behavioral economics and slow rates of adoption) to make his points. This unfortunately weakens the book's business impact and credibility. Not that the ideas of these thought leaders are weak, its just that they give the book a stronger academic feel than other business books. While the case studies are a good touch, the examples involve implementing relatively generic web 2.0 a wiki for one, a blog for another. While the cases do discuss the results achieved, the cases would have been stronger if the case studies provided more detail about how the cases used these technologies to achieve these results.

Finally the book seems to be stitched together from three separate research pieces. The best part of the book is actually the final chapter. It describes the book that I believe you should have read as it hints at the business, financial and other issues opened by Enterprise 2.0. The tone, content and focus of the final chapter is distinctly different from the rest of the work. If the whole book could have been like the last chapter this would have been one of the best business books of the last three years.

The first five chapters of the book are more descriptive of the phenomenon and suffer from McAfee's desire to assert his brand of the terms Enterprise 2.0 and ESSP. This assertion comes from his frequent use of the first person to define and drive the book forward, I believe this or I see that. This weakens the book and gives it a self-referential style that does not go over well with a business audience.

In chapters six and seven the book branches off into a discussion of the business value of IT and refuting Nicholas Carr's IT doesn't matter argument. This part comes out of the blue and discuses IT in general rather than the specifics of how ESSP changes the definition of IT and its role in the enterprise. Another opportunity lost in my estimation.

The introduction of Web 2.0 and social software into enterprises is a significant opportunity for every organization. This book has the potential to introduce business to these technologies in much the same way that Hammer and Champy set the stage for re-engineering, or Negroponte and the internet. However after thinking about this review for more than a week, I felt that the book does not do this and I cannot recommend it as the way of introducing ESSP's to the enterprise. I do not intent to criticize the author, his knowledge or his experience as I am sure that McAfee knows more about how to make this technology work to create value, it just did not show in this book. Sorry to offer a different view on this book, but I hope that you can see the reasons behind this review.
20 von 23 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Worth it even if you're already an Enterprise 2.0 believer 15. November 2009
Von Bryce Williams - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
I was a little concerned when I started reading the book, being that I am a self-proclaimed Enterprise 2.0 "convert", that it may feel a bit like "preaching to the choir." But in reading Part 1, even though some pages are spent on introducing concepts and benefits with which I am already familiar, reading the book has been time well spent. And here's why:

- Andy uses 4 real world case studies that demonstrate how Enterprise 2.0 collaboration methods can be valuable, and if you are involved with trying to drive adoption of similar tools within your organization, these case studies are great examples to recall. Also, the examples of the US government looking to open collaboration capabilities in response to some communication failures that led to 9/11 make for great reading.
- While understanding how various 2.0 style tools work and how organizations have leveraged those tools in the past is important, having the ability to analyze existing organizational inefficiencies and identify effective collaboration methods/tools to aid those problems is where you can separate yourself. Andy provides a well thought out mapping between relationships within professional networks (Strong Ties, Weak Ties, Potential Ties and No Ties) and how Enterprise 2.0 methods/tools can be applied to build/strengthen those ties in ways that can positively impact an organization's issues. So instead of blindly throwing a wiki at a business problem, for example, you'll have the background to identify other potential tools that may be a better fit to help a specific business problem.
- While reading, I thought to myself on multiple occasions, "That's exactly what I have been trying to tell people, but now I have examples, human behavioral studies as evidence and a credible resource as another weapon in telling my story." If you have responsibility for driving adoption of 2.0 tools, trying to make a business case, or approving the business case for evolving an Enterprise 2.0 agenda, this book will be very helpful for you.

I couldn't put the book down getting through Part 1, and I am anxious to complete Part 2 having read that it is even more valuable for Enterprise 2.0 practitioners than Part 1.
9 von 10 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A "Groundswell"-like introduction to an important business topic 23. November 2009
Von John Caddell - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
A 6-minute video review of Andrew McAfee's book "Enterprise 2.0: New Collaborative Tools For Your Organization's Toughest Challenges." Covers book's theme, the SLATES acronym, the use of different E2.0 tools for different types of ties between colleagues, McAfee's cautions, and Model1/2 behaviors and how they connect with E2.0 platforms.

TRANSCRIPT:

I'm John Caddell from Caddell Insight Group [...].

We're here today to talk about "Enterprise 2.0" by Andrew McAfee. He is with MIT, used to be at Harvard Business School. Just switched over a couple of months ago. He writes an excellent blog on IT and business, that I'd recommend you read if you haven't come across it yet. And so, he's just produced his first book. To explain the title, Enterprise 2.0 is a term he coined to refer to using web 2.0 tools like Flickr, Facebook, YouTube, Twitter and similar tools in a business context.

The book is a lot like a recent book, "Groundswell," that explained to general business people how social tools affected customers and markets and how to use those to communicate and listen. Communicating from inside the business to outside. "Enterprise 2.0" performs a similar task, focusing on using those tools inside the business, more for collaboration and tapping the collective intelligence of employees. And so it takes this marginal topic and moves it to a general management-type discussion. Which I think is really important, to get it out of the IT discussion into the management discussion.

So as part of that objective he does a really good job of explaining how these tools work and also what ties them together because if you think about tools like Flickr or YouTube or a blogging platform or a messaging platform or a wiki there are a lot of differences among those but he's tied together the common threads, using an acronym called SLATES (search, links, authoring, tags, extensions and signals). Signals, for example, like RSS that allows people who follow these platforms without having to log on to them every single hour to see what's changed.

Another important part of the book is in putting the different tools into a context in terms of how useful they'd be for different organizational problems. He uses a bullseye metaphor focused on the strength of ties between colleagues to explain that. At the center of the bullseye are strongly-tied colleagues meaning people who work together in the same department, in the same location, all the way out to the edge of the bullseye. meaning colleagues who have no relationship at all. Different tools apply at different levels of the bullseye. In the center, people with strong ties would use tools like wikis, or collaborative development tools, like Google Docs.

Midway out the bullseye are colleagues with weak ties. People who know each other but don't get together often, who don't talk often, but would like to keep apprised of each other's activities for the purposes of sharing knowledge, best practices, identifying solutions to problems, and so forth. For that ring of the bullseye, Facebook-like tools are very useful.

At the outer edge of the bullseye, where colleagues have no relationship other than that they work for the same company, a prediction market is a useful tool, that gathers people's guesses about the possibility of certain things happening like a certain sales volume being reached or likelihood an innovation will succeed in the marketplace and aggregating that information to get a better answer than any individual would come up with themselves.

He doesn't go overboard in terms of enthusiasm for how great these things are and how it'll change companies overnight, and he has a pretty clear-eyed view of how difficult it is going to be to bring these tools to wide use. It just takes a long time -and he dwells on that at some extent - how long it takes for revolutionary innovations to take hold, and he doesn't think this is any different, though he is optimistic that it'll happen eventually.

And finally in the book he talks about kind of different management models or practices that work well with these tools, and by contrast he talks about typical Model 1 behaviors which are more command-and-control type behaviors, self-protecting behaviors and less-collaborative behaviors, which don't go well with these new tools. To really utilize these new tools, people have to adopt what he calls Model 2 behaviors, which are collaborative, not so much focused on self-protection but looking out for the best interests of the company. Quite a different model than what most people have seen where they work. And I think that heaps underline the challenges in getting these systems adopted and in wide use.

It's an excellent book, very well-organized and well-written. It takes an important topic and brings it into the mainstream. I really enjoyed it and I think you will too.
4 von 5 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Realistic and informative laydown 14. November 2009
Von Owen Lawlor - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Verifizierter Kauf
Having just completed this book as well as having heard Andrew McAfee speak at the recent Enterprise 2.0 conference in San Francisco, I have to say that in person and in print Andrew pulls no punches in presenting a well thought out case for Enterprise 2.0 as well as laying down the critical issues surrounding and challenging a successful implementation of social collaboration technologies in any organization.

This technology area has been somewhat of a magnet for industry fueled hype and McAfee does a great job of cutting through the BS and getting down to the core business benefits and issues revolving around these new technologies and why understanding them is so important to driving future business competitiveness. McAfee has been very successful in this book defining and detailing not just this new wave of Web 2.0 technologies in the Enterprise, but also of articulating the organizational challenges and benefits of folding Enterprise 2.0 into any company through use of the many case studies.

Harnessing the power of these new collaboration technologies is critical for companies to stay ahead by leveraging the power of network effects of their employees, to attracting and retaining the next generation of smart younger employees and to benefiting in this next wave of internet innovation by harnessing and discovering the hidden power of your workforce in the areas of innovation, collaboration, and productivity.

This book is a realistic and practical resource for those executives looking to increase the transparency of their workforces, breaking down those organizations false Chinese walls, and enabling a bottom up workforce paradigm to flourish. IMO those companies that do not take the lessons and opportunities posed in this book to heart are doomed to a painful future. Ease your anxiety about these technologies, and read this book NOW. Highly Recommended not just for C suite execs but also general managers and anyone else with interest in this area.
4 von 5 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen If your company has an intranet, this book is for you. 13. November 2009
Von Gil Yehuda - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Which is easier: finding information on the Internet using Google or finding information in your corporate intranet? If you say that finding information on the Internet is easier then this book is for you. If you said the opposite, then you are probably lying (and I bet you are a salesman for an intranet search company too). It seems illogical that your intranet (which you pay good money to have) fails to perform nearly as well as the public Internet (which costs you nothing). Enterprise 2.0 by Andrew McAfee explains why corporate information sharing has failed to live up to our expectations - and more importantly what you can do about it. Read this book to learn what companies are doing that fundamentally changes the way they view their information, their intranets, and the teams of people who come to work every day to turn that information into business results.

Enterprise 2.0 is a book about the definition, motivation, challenges, and direction of a movement that many companies are taking to rethink the way information is created and shared within the corporate structure. The change in thinking is inspired by a change in the way we use computers in general. We once viewed our computers as a terminal connection, a publishing station, or a emailing device - the explosion of social networking behaviors in the personal lives of many are causing many businesses to consider the potential for harnessing analogous social behaviors (of documenting work activities, asking questions publicly, and reaching beyond to people you don't know well - but can trust by virtue of their reputation of connections to people you do know.) The discussion frequently references Facebook, Wikipedia, Twitter, and Delicious - but the topic of the book is squarely focused on business, not social activities.

The first half of the book is anchored by four very different case studies that each illustrates examples of where an organization had a business problem that could not be solved any other way than with an Enterprise 2.0 solution. Through the lens of these four cases (and a one other mentioned in less detail) McAfee explores the unique and compelling way Enterprise 2.0 can improve and indeed transform the workplace into a place of greater trust and access to information. McAfee gets into enough detail to be perfectly clear. But this is not a technical review the topic. This book is for a thinker who is willing to be challenged to think and be challenged.

It is primarily a management book that discusses IT-related topics from a non-IT perspective. But IT thought-leaders should read this too. The book directly addresses three audiences: The primary reader is any line manager, director, VP, or business leader who is involved in working with groups of people in large office environments. If your employees use computers at work to create and share information, you'll want to read this book. But there are two other reader-types that will get direct benefit too: Anyone involved in the Enterprise 2.0 industry (Chapter 6 in particular, also Chapter 7). And I think that any CEO, firm partner, or senior executive will benefit greatly from Chapter 8 (which I think should be Chapter 1 or 2 of McAfee's next book).

Andrew McAfee has the perspective and reach that few in our industry enjoy. The fact that he holds positions at Harvard Business School and at MIT indicates impressive credentials. This alone, not the reason I recommend this book. Rather it is the consistent manner in which McAfee provides one more level of insight than you might expect for everything he says. So even if you think you know a lot about this topic, you'll finish the book knowing much more. And yet, the book is targeting people who don't know what term "Enterprise 2.0" means.

[...]
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