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Enterprise 2.0: New Collaborative Tools for Your Organization's Toughest Challenges Hardcover – November 30, 2009

by Andrew McAfee (Author)

4.2 63 ratings

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"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.

Length

240
Pages
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EN
English
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Harvard Business Review Press
Publication date

2009
November 30
Dimensions

6.2 x 1.0 x 9.2
inches
ISBN-10

9781422125878
ISBN-13

978-1422125878
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Editorial Reviews

Review

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

From the Inside Flap

Harness New Collaborative Technologies for Competitive Gain

Most organizations realize that to succeed in today&;s turbulent world, they need to perform as an integrated whole to tap into innovations and good ideas. Yet many still find it difficult to capture the collective intelligence of their employees and customers. Companies don&;t know what they know—but they need to learn soon.

Thanks to a new class of collaborative technologies, organizations can now leverage information in valuable new ways, including: capturing accumulated knowledge; connecting employees who need information with the experts who have it; and enabling the best ideas to emerge organically. These technologies—labeled “Web 2.0&;—first appeared on the Internet, where they powered successful social communities and collaborative platforms like Facebook and Wikipedia. Web 2.0 tools, practices, and philosophies are now being deployed by a wide range of organizations, making them more agile, productive, and innovative. This is the phenomenon of Enterprise 2.0.

In this compelling book, Andrew McAfee—a veteran researcher and writer on the business impact of technology, and the originator of the phrase “Enterprise 2.0&;describes the power of Enterprise 2.0 and shows readers how to harness it. McAfee weaves together case studies, discussions of technological change, and multidisciplinary research to:

• Show how early adopters like Google, the BBC, and the CIA have profited from Enterprise 2.0
• Specify the concrete business benefits that arise when Web 2.0 technologies are properly deployed
• Reveal where the real risks and roadblocks are with Enterprise 2.0, and why most concerns are unfounded
• Guide companies through an Enterprise 2.0 deployment

Enterprise 2.0 is written not for technology experts, but for pragmatic decision makers in any kind of organization. Dispensing with hype, it takes a practical look at the competitive challenges facing so many organizations today and explores how they can be met and conquered with the right combination of novel technologies and enlightened leadership.

From the Back Cover

Harness New Collaborative Technologies for Competitive Gain

Most organizations realize that to succeed in today’s turbulent world, they need to perform as an integrated whole to tap into innovations and good ideas. Yet many still find it difficult to capture the collective intelligence of their employees and customers. Companies don’t know what they knowbut they need to learn soon.

Thanks to a new class of collaborative technologies, organizations can now leverage information in valuable new ways, including: capturing accumulated knowledge; connecting employees who need information with the experts who have it; and enabling the best ideas to emerge organically. These technologieslabeled Web 2.0”first appeared on the Internet, where they powered successful social communities and collaborative platforms like Facebook and Wikipedia. Web 2.0 tools, practices, and philosophies are now being deployed by a wide range of organizations, making them more agile, productive, and innovative. This is the phenomenon of Enterprise 2.0.

In this compelling book, Andrew McAfeea veteran researcher and writer on the business impact of technology, and the originator of the phrase Enterprise 2.0”describes the power of Enterprise 2.0 and shows readers how to harness it. McAfee weaves together case studies, discussions of technological change, and multidisciplinary research to:

Show how early adopters like Google, the BBC, and the CIA have profited from Enterprise 2.0
Specify the concrete business benefits that arise when Web 2.0 technologies are properly deployed
Reveal where the real risks and roadblocks are with Enterprise 2.0, and why most concerns are unfounded
Guide companies through an Enterprise 2.0 deployment

Enterprise 2.0 is written not for technology experts, but for pragmatic decision makers in any kind of organization. Dispensing with hype, it takes a practical look at the competitive challenges facing so many organizations today and explores how they can be met and conquered with the right combination of novel technologies and enlightened leadership.

About the Author

Andrew McAfee coined the phrase "Enterprise 2.0" in a 2006 Sloan Management Review article. He is on the faculty of Harvard Business School's Technology and Operations Management department. His research investigates IT's impact on organizations' performance and competitive position. He has authored more than fifty case studies as well as articles in Harvard Business Review, Sloan Management Review, and other journals.

Product details

ASIN ‏ : ‎ 1422125874
Publisher ‏ : ‎ Harvard Business Review Press; 1st edition (November 30, 2009)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 9781422125878
ISBN-13 ‏ : ‎ 978-1422125878
Item Weight ‏ : ‎ 1.03 pounds
Dimensions ‏ : ‎ 6.2 x 1 x 9.2 inches

Best Sellers Rank: #2,220,934 in Books (See Top 100 in Books)
- #1,385 in Information Management (Books)

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4.2 63 ratings

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Andrew McAfee

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Andrew McAfee (@amcafee), a principal research scientist at MIT, studies how technology changes the world. His new book "The Geek Way: The Radical Mindset that Drives Extraordinary Results" explains how a bunch of geeks iterated and experimented until they came up with a better way to run an organization. His previous books include "More from Less," "Machine | Platform | Crowd" and "The Second Machine Age" with Erik Brynjolfsson, and "Enterprise 2.0."

McAfee has written for publications including Harvard Business Review, The Economist, The Wall St. Journal, the Financial Times, and The New York Times. He's talked about his work on The Charlie Rose Show and 60 Minutes, at TED, Davos, the Aspen Ideas Festival, and in front of many other audiences.

He and Brynjolfsson are the only people named to both the Thinkers 50 list of the world’s top management thinkers and the Politico 50 group of people transforming American politics.

McAfee was educated at Harvard and MIT, where he is the co-founder of the Institute’s Initiative on the Digital Economy. He lives in Cambridge, Massachusetts, watches too much Red Sox baseball, doesn't ride his motorcycle enough, and starts his weekends with the NYT Saturday crossword.

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John Gibbon

McAfee and "Enterprise 2.0"

Reviewed in the United States on March 8, 2010

Verified Purchase

Andrew McAfee coined the term "Enterprise 2.0" and recently wrote a book with the same title. McAfee defines Enterprise 2.0 as the use of emergent social software platforms by organizations in pursuits of their goals.

He begins by saying that many of the problems of the early and largely unpopular computer-supported collaborative work (CSCW) tools (such as groupware and knowledge management applications) were resolved with Web 2.0 technologies that:

-are free and easy platforms for communication and interaction (texting, email, IM, etc.)

-lack of imposed structure on workflow, decision rights, interdependencies, and information.

-have mechanisms to let structure emerge (search, tagging, etc.)

These led to new Emergent Social Software Platforms (ESSPs) such as YouTube and Facebook. ESSPs share technical features such as search, links, authoring, tagging, extensions, and signals (SLATES).

Knowledge workers can take advantage of ESSPs to help them interact with different type of colleagues. For example wikis can help strongly tied colleagues work together more effectively, social networking software can help connect weakly tied colleagues, blogs can help connect colleagues with potential ties (in part by enabling discovery), and prediction markets creates interaction between colleagues who may never form a tie.

The benefits of Enterprise 2.0 come from using features of ESPPs such as group editing, authoring (people publicizing what they know), broadcast search (people publicizing what they don't know), network formation and maintenance, collective intelligence, and self organization (perhaps the broadest benefit).

The adoption of these new tools can raise concerns around inappropriate behavior and content, the appearance of embarrassing information, and non-compliance with laws, regulations, and policies. However McAfee contends that the benefits outweigh the risks and that most of these risks are actually decreased by Enterprise 2.0.

It may however be a long haul to adopt these new technologies in part due to our tendency to stay with the status quo even if a better solution exists. Therefore McAfee lays out six organizational strategies for Enterprise 2.0 success which includes:

-determine desired results, then deploy appropriate ESSPs

-prepare for the long haul

-communicate, educate, and evangelize

-move ESSPs into the flow (of every day work)

-measure progress, not ROI

-show that Enterprise 2.0 is valued

Towards the end of the book McAfee says he is most interested in Enterprise 2.0 because it can help organizations move from a Model 1 to a Model 2 style of behavior; from unilateral control of both the goals and the tasks used to accomplished goals to an environment where decision making is based on valid information and where "winning" is replaced with free and informed choices.

"Enterprise 2.0" is a good baseline book on a topic that by its nature needs to be further explored by web 2.0 powered discussions, such as those found on McAfee's website and blog.

One person found this helpful

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Old Guardian

A classic on using social collaboration within the enterprise

Reviewed in the United States on August 2, 2013

Verified Purchase

An excellent book on using social media internally in companies.

The aspect that I found particularly useful was the way he builds the connections between experiences and research on various fields (for example, strong and weak ties between people and in-the-flow and above-the-flow wikis). Some of these ideas have become commonplace in building social collaboration within the enterprise, and are things I use often myself.

I had read some reviews that criticize the book for being too scholarly, but being able to connect practical experience to the wider framework provided by research allows one to organize and categorize thoughts and ideas on the subject. Without possessing the proper language, it is not possible to form complete thoughts. I enjoyed it the way it is.

A minor gripe is that McAfee is perhaps too optimistic on how much social collaboration solves by itself, and does not give enough credit to processes and systematic process development with social collaboration tools used as a part of it. The years that have passed since the release of this book have made this weakness more clear, but it was far from obvious in 2009. Nonetheless, much of the research discussed in this book is still valid and can be used in systematic development.

Helpful

Roy Wilsker

Enterprise 2.0 for both the beginner and the practitioner

Reviewed in the United States on November 16, 2009

Verified Purchase

Andrew McAfee has long been one of the most astute of the Enterprise 2.0 (E2.0) world. In fact, he is credited with defining the term Enterprise 2.0 in his seminal article "Enterprise 2.0: The Dawn of Emergent Collaboration" (MIT Sloan Review, Spring 2006).

In this important book, he's created a great resource for both the E2.0 neophyte and the experienced practitioner. The first part of the book describes the evolution of a set of technologies, collectively known as "Web 2.0", into a new way for companies to support both internal and external collaboration. Along the way, he introduces the reader to concepts such as wikis, blogs, tags and folksonomies, and many other core concepts. In each case, he avoids techno-babble and explains in clear business terms what these capabilities are and why they're so important. His core thesis is simple and compelling - Enterprise 2.0 tools are important not because they're new and cool, but because they provide an effective tool to help companies attack core strategic and tactical business issues.

The second part of the book is devoted to describing the real life issues that Enterprise 2.0 implementers face and to discussing practical methods for dealing with them.

Chapter 5, "Red Herrings and Long Hauls", is worth the price of admission all by itself. McAfee discusses the most common issues and land mines that arise. As McAfee explains, some of these are concerns that rarely occur in real E2.0 implementations - "what if an employee flames the CEO?"). Other are unrealistic expectations - "we've been live for a month - why isn't everyone collaborating yet?"

It's followed by "Going Mainstream", a road map for getting E2.0 started successfully. Finally, in the last chapter, McAfee goes over some of the critical issues involved in turning initial efforts into long term, sustainable programs. He describes the cultural issues that get in the way of success,and suggests how Enterprise 2.0 tools themselves can be used to help ensure the success of E2.0 implementations.

As an implementer, I can speak from experience and heartily recommend this book both to people who are new to this arena and want to get a thorough grounding in the tools and techniques that form the basis of Enterprise 2.0, and to experienced E2.0 implementers who want to ensure that their current efforts stand the test of time.

One can't ask for a better guide to this important area than Andrew McAfee, who has used his enormous depth of experience to write a hype free book that's filled with useful information. It's a book I'll come back to and reread often.

One person found this helpful

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Olly Buxton

Practical analysis for an organisation like yours

Reviewed in the United Kingdom on June 14, 2010

Verified Purchase

In my private life I have long been entranced by the potential of the collaborative internet (225 reviews in, this shouldn't come as a big surprise) and have, as a result being trying my darndest to evangelise its benefits in my professional life - no small challenge, involving as it does a bunch of lawyers inhabiting the more cobwebbed crannies in the infrastructure of a bank. To that end I've set up wikis, libraries, discussion forums and sharepoint sites all, for the most part, to no avail. Old habits die hard in any circumstance, but amongst moribund lawyers they live on like zombies.

In recent times I have taken to trying to understand, or at any rate deduce, whether it is simply a challenge to the design of our particular distributed system or whether it is more a problem of the psychological configuration of the communal working environment, or some unholy, un-dead combination of the two, which renders barren my efforts. Given my current place of toil is basically one gigantic supercomputer, part human, part machine and therefore, you would think, ripe for the benefits enterprise collaboration can bring - it is frustrating to say the least to discover how immune it appears to be to those very charms.

In my studies I have consulted learned (and excellent) theoretical volumes like Lawrence Lessig's Code: Version 2.0 and Yochai Benkler's The Wealth of Networks: How Social Production Transforms Markets and Freedom , and populist ones like Chris Anderson's The Long Tail and Don Tapscott's Wikinomics: How Mass Collaboration Changes Everything , and all tell me, with varying degrees of erudition and insight, that the new world order is at hand.

Except, for all my efforts and enthusiasm, it isn't. Of the 585 articles in our wiki, I have personally authored, in their entirety, about 550 of them. I can't persuade anyone to use a discussion board but me (discussing things with myself palls after a while) and while SharePoint has been taken up with some gusto, it has invariably been done so stupidly, without thought for the collaborative opportunities it offers. Everyone sets up their own SharePoint sites, protects it like a fiefdom, and ignores all others.

I have been looking for the book that explains these challenges of the new world order and which explains how this entropy can be fought. Andrew Mcafee's Enterprise 2.0 might just be that book.

Mcafee is a believer, and a convert from a position of scepticism but, unlike (for example) Chris Anderson, he is not so starry eyed that he can't apprehend the challenges presented. Mcafee takes us through four case studies (all thrillingly on point for me!) of business executives trying, and struggling, to collaborate using existing tools. Mcafee maps these efforts (namely technological solutions) to his own sociological analysis which differentiates groups in terms of the strengths of existing ties between the individuals purporting to connect: there are strong bonds (as between direct colleagues in geographically centralised team, weaker bonds (as between fellow employees of a wider organisation) and right out at the limit, no particular bonds at all - the Wikipedia example. Different types of emergent social software platforms (ESSPs) work better for different types of community bond. Mcafee also deals with the "long haul" challenges, which acknowledges that, particularly where there is an "endowment" collaboration system to overcome (email being the most obvious), or where collaborative opportunity is "above the flow" rather than in it (i.e., collaboration is a voluntary action completed after the "compulsory" work is done), the change in behaviour will take a long time, so stick with it (encouraging stuff for this lone wiki collaborator!)

Ultimately Mcafee doesn't have the answers - nor should we expect him to - but his analysis is thoughtful, credible (as opposed to the more frequent "credulous") and optimistic - Enterprise 2.0 needs evangelists and "prime movers" who are engaged and prepared to stick with it - meaning that this is well recommended as a volume for those wanting a practical view of the enterprise benefits of social networking and Web 2.0.

Olly Buxton

7 people found this helpful

D. Scouller

Fab insight into challenges faced by business with E2.0

Reviewed in the United Kingdom on January 8, 2010

Verified Purchase

Really enjoyed this concise overview of how businesses are utilising E2.0 to enable employees to get goals achieved using real world examples. The book is not about diving deep into technology, but rather about how these types of web2.0 technologies can aid businesses as well as covering the challenges faced by organisations evaluating or implementing such technologies. Andrew takes you on a journey with E2.0 touching many aspects of the benefits that Enterprise 2.0 can bring to businesses.

Coming from a technology background and having implemented, supported and sold collaborative capabilities over the past 12 years I am always looking for content that will aid me challenge my customers views of the new fads in the IT world and how to look for unique business opportunities to drive adoption and participation of E2.0 platforms.

I think this book really captures the essence of Andrew's blog and hopefully will provide the opportunity for him to deliver a follow-on work that provides a more detailed insight into the progression of E2.0 and of course E3.0, or whatever term is coined to label the next wave of collaboration capabilities.

One final comment relates to the term social, I like Andrew's idea of avoiding this term in some circumstances as in reality this is about collaboration and this has been a perfectly good term to describe the capabilities.

2 people found this helpful

Philippe Korda

éclairant

Reviewed in France on May 16, 2010

Verified Purchase

McAfee est LE gourou de Harvard en matière d'impact du Web 2.0 sur les organisations et son bouquin est à ce jour, de loin, le meilleur sur le sujet.

Il n'aborde pas les aspects purement technologiques et se concentre sur le "sens" de tout ça et sur les conseils de mise en oeuvre.

C'est clair, vivant, intelligent, structuré, bref, exactement le livre que j'aurais aimé être capable d'écrire avant lui.

Allez, une ou deux petites réserves : Andrew est un peu short sur la gestion du changement et il aurait pu développer davantage les principaux modèles d'exploitation du 2.0 (communautés de clients, d'experts etc.). Ce sera pour le tome 2 !

Bref, c'est le bouquin à lire si vous vivez au XXIème siècle et exercez des responsabilités en entreprise. Aucun doute là-dessus.

2 people found this helpful

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Nikhat

Could be better

Reviewed in the United Kingdom on May 8, 2014

Verified Purchase

It did not fully meet my expectations. I was expecting it to deal with the dos and donts of Enterprise 2.0 and roadmaps of its implementation in different environments.

However, it is interesting reading.

Amazon Customer

Four Stars

Reviewed in India on December 23, 2015

Verified Purchase

This is good book for those who haven't yet realized the value of new age of technologies.

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