Public Beta Release at Social Network Conference Examples of enterprise process innovation feature LinkedIn®
 I am pleased to announce that I beta-released my new social network roadmap at the Social Networking Conference last week in San Francisco. The roadmap helps enterprises to effectively assess, plan and apply social networks’ new technologies and behaviors to business while minimizing risk. It offers a structured approach to evaluating and using social networks for process innovation in marketing, business development, client service, human resources, research & development and others.
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 Forrester’s recent report, Global Enterprise Web 2.0 Market Forecast: 2007 To 2013(1), offers excellent insights into the enterprise adoption of Web 2.0 technologies but falls into the trap of entertaining assumptions that are becoming less true by the day. In this brief market comment, I will discuss and correct so that you can appreciate their findings more and put them into a different perspective.
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Business leaders regularly ask me whether Web 2.0 or Enterprise 2.0 are just hype or, if there is real value, where is it? What is the early evidence? As I predicted in January, 2008 is proving to be a pivotal year for Web 2.0 and Enterprise 2.0. This post will include a few definitions and several links to early results from enterprises in several industries. Moreover, it can help you appreciate the strategic element of adopting LinkedIn.
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Many a CMO, CTO and CIO is asking him/herself when, how and why they should introduce social networking to the enterprise and, unlike startups and consumers, they must contemplate how these emerging phenomena fit with the corporate universe of technology and business processes. Critical to the enterprise adoption calculus is guessing how prevalent new technologies, processes and habits will be, so here is a back-of-the-envelope look at how social networks might look three years in the future.
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In 2007, countless corporations talked about building their own Facebook (see Wachovia, for one), while Facebook itself declined the invitation. Microsoft, as usual, careened into the ring from the sidelines with its lackluster Sharepoint offering, which produces less corporate entropy than pureplay Web 2.0 vendors but characteristically is short on features and has a slow development cycle.
Based on the interest I am getting from corporations to help them with strategy for social networks and Web 2.0 and my coverage of Forrester and Digital Hollywood, I predict that enterprise social network vendors will have a good year, but enthusiasts should beware of a couple of traps…
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 Consumer empowerment and disruption are being unleashed by the many-to-many Web. As we’ve been writing for some time, Web 2.0 is giving individuals collective voices that can rival the authority of global enterprises and governments, which is disruptive because it changes the rules. We call it Consumer Empowerment. Blogs, social networking, podcasts, wikis, vlogs and their intermediaries like Technorati, MySpace and iTunes give customers the tools to create and distribute content for free—instantly and globally. When rules change, you can quickly strengthen your market position by understanding and adapting more quickly than competitors.
Google any specific product, phrase or service, and you will notice that customer content is growing quickly, especially in specific, customer-centric areas that organizations aren’t focused on. Customers contribute customer-relevant content because they are passionate about the subject. Growing “tribes” of individuals connect, collaborate, and become smart very quickly. Threat: large organizations are losing control over the information about their reputations, products and services. Opportunity: adding value to these customer-led conversations can increase your credibility and appeal.
Large organizations attained their market power through efficiency, the hallmark of the […]
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