Enterprise 2.0 – Page 15

Relationships are the Killer App and Marketing Rules.

For a while, I had this notion that I should self-limit my friends to 150 on Facebook drawing on Dunbar’s Number that states basically you can not respectfully hold any real connection to more than 150 individuals. I’ve given up on this now for a few reasons. As social networking is now taking center stage on the 2.0 roadmap, I realize the more friends/connections I have, the better my harvest for weak tie benefits. Relation capital or relationship equity as I’ve called it before, is the new gold standard that will drive the economy of the next generation Internet. We’re seeing it first, of course, in the consumer economy where relationships matter most between brand marketers and their webs of prey.* And as more enterprise vendors, including Google, get more innovative about how to apply social networking utility to the complex ecosystem of partnerships and interdisciplinary teamworks that comprise the global world of commerce, we’ll see how crucial these relationships play out. What’s critical is your nodal strength and your influence. Whether you are influencing the purchase of toilet tissue or the purchase of hedge fund strategies, you and your relationship to your community will be indexed, matrixed, monitored, and analyzed to abstraction.

As Marshall Clark commented on the Organic blog:

Regarding Google’s benefit from all this – I think Open Social is a brilliant, cost-effective way for Google to acquire social graph information which they can now incorporate into future Google search ranking algorithms.

There’s a massive amount of information buried in the personal interconnections and communications on social media platforms, but until now Google has been largely blocked from indexing this content (we all know Orkut doesn’t count).

If PageRank was big, wait until ‘SocialRank’ rolls out in 2008. Google just pulled off a major coup me’thinks.

Because social networks are easily studied mathematically, I’ve been talking to our in-house math wizards about mapping and manipulating the data in social networks for our clients. It turns out there are volumes– years– of data on this, including dedicated academic journals. I was interested to see that Google is a member of the Sante Fe Institute that George Danner tells me is one of the most prestigious scientific research think tanks.

Speaking of relationships, it seems everyone is going to Defrag… I’m not going, but I will be lurking like a demon on Twitter.

I was particularly interested in this comment from Eric Norlin on the Defrag blog Friday:

John Chambers (of Cisco) has been sounding the trumpet about “enterprise 2.0″ technologies for months now. In fact, you might remember that Cisco also acquired Webex. The purchase of an authorization management company by essentially a collaboration company tells us that collaborative tools are about to get *serious* inside of the enterprise. All of which goes back to the thesis that Brad and I have been kicking back and forth — that 2008 is the year of the beginning of the enterprise IT spending surge.

*For a long while now I’ve been harping on the role the interactive agencies will be playing in leading the charge in bringing web 2.0 technologies into the forefront of big business adoption. There are many examples throughout my blog where I’ve highlighted their critical role as ambassadors to this new promised land. A lot of these firms are companies you may have never heard of, but they are on the cutting edge of these technologies. Of course, they’re relegated to the marketing silo of enterprises, but it is a start. As I said recently in our Enterprise Irregular group, some of the best advice I can have for our IT clients is to take their CMO to lunch to learn more about web 2.0.

Here is a video from interactive media firm IconNicholson who has been leveraging 2.0 technologies to enhance the customer experience for its clients.

[vodpod id=ExternalVideo.438223&w=425&h=350&fv=]

Update: Hat tip from a Tweet from Jeremiah Owyang: AdAge’s ranking of the best 150 Media and Marketing blogs.

Brave New World

Hat Tip to Charlie Wood, as we sit in Twitterland lobbing questions to Robert Scoble reporting news from Google’s OpenSocial…

Google market cap

Dion Hinchcliffe and the Dalai Lama– Separated at Birth?

His Holiness the Dalai Lama Dion Hinchcliffe

When Dion speaks, I listen. Sometimes I think he is the High Holy Priest of Enterprise 2.0 for the technology audience. If he were not flying around the world so much, he might get a chance to blog more. When he does blog, his teachings empower and enlighten us. Enterprise 2.0 is somewhat of a philosophy more than a technology paradigm, so the metaphor is fitting.

If you’re interested in the topic and you’re not reading Dion, introduce your feed reader to this URL: http://blogs.zdnet.com/Hinchcliffe/

Dion’s post this week is aptly titled, “The state of Enterprise 2.0.” He’s given us a 1-7 lessons learned and taken the initiative to coin a new acronym (or pithy mnemonic as he calls it): FLATNESSES (okay, it’s not Hollywood, but we can get used to it), that does an excellent job of extending the meaning of Andy McAfee’s original SLATES acronym.

FLATNESSES

Microsoft hooks up at Web 2.0.

I’m a little late on Microsoft’s Atlassian and Newsgator news from last week’s announcement coming out of the O’Reilly Web 2.0 Conference. Scrappy, but solid, little Atlassian (whom you know I just love*) was anointed this year’s wiki-mate (pun intended) for SharePoint 2007. (As opposed to last year’s which was Socialtext). I have to admit, I’m still not clear on how the Confluence wiki is preferable to the Socialtext wiki for SharePoint, but admittedly, I’m not an expert in wiki technology or SharePoint for that matter. I am a wiki user, however, of Socialtext. In the spirit of 2.0 transparency, Redmonk’s James Governor makes an attempt at clearing up the differences with Ross Mayfield chiming in on the comments.

If you need to know more about this, please read Dan Farber, Richard McManus, or see Scoble’s interview with Mike and Jeff for technical details on the announcement.

What interested Jevon and I as we IM-chatted about this last week was how serious was Microsoft about the relationships? Obviously, the company issued a press release, but is this any more than Microsoft showing up to this year’s Web 2.0 party with two “it” girls on its arm– Atlassian and Newsgator? Both startups are sexy and independent rising stars on their own. Yet, both firms could benefit from Microsoft’s large footprint in the enterprise, as well as the success SharePoint 2007 seems to be on track for (topping $800M this summer).

So the announcement is very good for both startups, but does it reveal anything about Microsoft’s plans for a long-term Enterprise 2.0 product road map? Another fellow Enterprise Irregular who has had confidential briefings at Microsoft told me that, “discussions are going on at the highest levels to address this.” Additionally, he pointed out that Steve Ballmer doesn’t make conference appearances willy nilly. “The fact that Ballmer was there demonstrates Microsoft is committed to a long-term strategy here, even if the short term strategy looks more like marketing.”

The bottom line for me is: regardless of who is selling and evangelizing behind the walled gardens and firewalls of EnterpriseGlobal, this particular announcement introduces rich enterprise 2.0 capabilities to a community that has been slow to respond to web 2.0 for the enterprise. That fact alone elicits a big “YaY!” from me.

It’s actually the NewsGator announcement that may give SharePoint customers a taste of “addicting” social networking features for large companies. After the demo NewsGator gave me last week, I pinned down Brian Kellner, Director of Product Management, on the five key benefits for SharePoint users. From a technical perspective they are:

Discovery. With NewsGator Social Sites it’s easier to find people and content. It’s also easier to digest larger profiles of content that is interesting.
Content IN. It’s easier to bring content into SharePoint in the form of press releases/blogs– all fresh content.
Content OUT. It’s easier to send content back out in a single click with push notifications to several platforms and devices including mobile.
Increased usability for SharePoint. NewsGator has added “Ajax-y goodness” so users can mark items as read, use pop-ups, etc., without page refresh.
Lightens the Load for IT. As page loads draw off the enterprise server, it lightens the load off SharePoint.

But after talking to Jeff Nolan this weekend, he convinced me social networking was the killer feature for this announcement. Jeff said it’s the “seeing what your colleagues are posting and commenting on” similar to Plaxo’s Pulse that is going to add a nice dimension to SharePoint. Brian left this comment on a SharePoint customer’s blog that sums it up:

Social Sites does 4 things for SharePoint:
– Bring in content from many feeds, filtered and focused for a site with the ability to mark things read and tag items
– Easy, one-click subscription and routing of SharePoint changes – I have SharePoint blog posts going to a desktop notifier and document library changes going to my blackberry for example
– Better discovery and usability – Social Sites provides a quick scan page including a tag cloud (you can put the tag cloud web part on any / all of your team sites), a view of the top moving feeds, and most active users
– Easy discovery of expertise and interests. You can click on an author or tagger’s name to get a mini profile or view a full profile page and see tags, top subscriptions, saved items, and more for that user.

In the past few posts, I’ve been complaining about the enterprise application vendors, but jeepers– SAP has truly been stepping up to the plate (I personally can’t wait to see if they commercialize Harmony), IBM clearly gets this, Microsoft is now dating and cooking up bigger plans, all we have left is Oracle. Oracle is hosting its OpenWorld Conference in a few weeks, which ironically, is not so open to bloggers. Via a Tweet from Forrester’s Jeremiah Owyang earlier today at Oracle’s Lunch 2.0 event, we heard “Oracle is giving demos of their enterprise 2.0 apps. some are very promising but others need a major overhaul.” I look forward to reading the reports over the next few weeks regarding Oracle’s plans. So there you have it. The enterprise apps vendors are on the move.

Finally, I couldn’t finish this post without mentioning an alternative to SharePoint if you want great collaboration and social networking performance in the enterprise without the SharePoint experience. (Jeff and I also got into the “does SharePoint (um) suck or rock?” question. Suffice it to say there is evidence on both sides of that debate.) And of course, let’s not forget both Newsgator and Atlassian’s Confluence are available without SharePoint. That being said…

Check out ThoughtFarmer.

I met these guys out at Office 2.0, but was tipped off to them again from Jevon. Chris McGrath, co-creator, told me ThoughtFarmer started out as a SharePoint project, but they ended up scrapping it and building their own. Granted, it was then SharePoint 2003, which even Jeff Nolan says, “definitely s**ed.”

Again, the good news here is there are strong reasons why enterprises can look seriously now at these web 2.0 technologies for the enterprise. The mission is now persuading them why they would want to. It sounds trivial, but for those outside of the “get-it” inner circle, it’s not. More posts to come on this topic. Stay tuned.

*I took a bit of a risk by backing Atlassian early on when they were relatively unknown. Now, I’m glad I did. Like in sports, good teams win on fundamentals, and these guys knew how to please customers and grow a business.

Dorothy, we’re not in Manhattan anymore…

Oh, sorry, it appears we are, but Manhattan is now in Kansas: the center of the web 2.0 universe this week for me. Everything is upside down and inside out, like a tornado has scrambled the fixed variables of space, time, and location. The guy who is making the most sense of the dramatic shifts taking place among the youth culture, the nextgen web, and the user-generated digitization of the planet is Mike Wesch, who is heading up the Digital Ethnography program at Kansas State University. We were introduced to Dr. Wesch’s work earlier this year on YouTube with his “The Machine is Us/ing Us” video of web 2.0.

What I love about Wesch is he’s an Anthropologist (I really want to say, For God’s Sakes!). He’s not a code junkie, a VC, a journalist/analyst, A-list blogger, or a consultant. He’s not even remotely associated with the tech market. His bio says that while most of web 1.0 was rising and falling, he was in Papua New Guinea doing anthropological research on “social and cultural change in Melanesia, focusing on the introduction of print and print-based practices like mapping and census-taking.”

This week’s contribution features two videos. The first explores the changing shape of information creation, retrieval, and filtering and the second explores what’s on the minds of 200 students as they face their future.

Yes. Everything is Messilaneous. Incidentally, the above video is based somewhat loosely on David Weinberger’s book, “Everything is Miscellaneous.” I highly, highly recommend it. I sometimes have trouble explaining this book to my colleagues, but it is an essential read for your 2.0 library. Also, I would highly recommend following Dave on Twitter. I don’t follow a lot of folks on Twitter I don’t know, but I do follow Weinberger. In addition to being brilliant, he’s hilarious.

Thanks to Zoli and Thomas Otter to tipping me off to this.