The Enterprise 2.0 Features for Enterprise 3.0 Benefits Driving Social Business

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Strategies for Social Business

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Something different happened at the 2011 Enterprise 2.0 Conference in Boston.  Something that goes beyond the Enterprise 2.0 Community.  A paradigm shift that affects all people.

Employers will no longer be hiring employees, they will be hiring a Workforce of Networked Workers.  Employers will embrace the “Innovation Age” with employees leveraging their networks to tap the exponential value in co-creation.  These new Social Business Models will generate the business intelligence required to succeed  in competitive markets.  Its hard to believe Enterprise 2.0 is only a few years old, but eventually there will be no Enterprise 2.0.

The term “Enterprise 2.0″ is relatively young, Andrew McAfee used this label in his “Enterprise 2.0: The Dawn of Emergent Collaboration” article written for “MITSloan Management Review” in 2006.  This article explored the possibilities of using “Social Web” technologies in the Enterprise.  I met Andy shortly after this article was published and discovered he had many more ideas on this topic.  We talked about the challenges ahead, mostly workforce cultures and business leaders’ perception of “Social” technologies.  It is amazing how much has been accomplished in so little time!

Sociocultural Evolution in Social Business

The sociocultural evolution in Social Business supporting the transformation of collaboration with the process of co-creation for reducing the complexity of innovation.  A quick timeline that starts with Mainframes and Dumb Terminals shows an accelerated growth pattern.

Mainframes and Dumb Terminals

A few years ago, a time most young people consider the “Stone Age”, Mainframes and Dumb Terminals (green screens of text) were all the rage in the Enterprise. These huge Mainframe computers were too expensive for most businesses at the time and had the computing power comparable to the iPhone of today.

Enterprise 1.o

August 6, 1991 marked the debut of the Web as a publicly available service on the Internet.  Business owners saw the value in web-based applications and invested in this technology.  Businesses eventually moved past creating static brochure web sites about their business and started creating web-based business applications.

Enterprise 2.0

  • 2006: Andrew McAfee publishes “Enterprise 2.0: The Dawn of Emergent Collaboration”.
  • 2006 – 2009: Business teams implement blogs, wikis, & copy features from social networking sites.  The phrase, “Enterprise 2.0 is like Facebook behind the firewall” was the non-helpful marketing buzz.  The misguided had the mentality of,  “build it and they will collaborate”.  Thought leaders were busy collaborating with others and building platforms.  Everyone was focused on tearing down, destroying, and blowing up “silos”.
  • 2010: “Enterprise 2.0″ transforms to “Social Business”
  • 2009 – 2011: Focus starts to shift from “user generated content” to Collective Intelligence
  • 2011: More Enterprise 2.0 conversations about Open Social, Social Graph, XFN. FOAF, and APIs (see “Top 10 Reasons NOT to Use WOA & APIs in the Enterprise“).

Enterprise 3.0

Cultivating Network Effects: If Enterprise 2.0 is a play on Web 2.0, then Enterprise 3.0 is Semantic Social Business (Semantic Web).  This is where things really get interesting.  The future of searching for things in the Enterprise will be more about things finding you.  Collective Business Intelligence takes center stage.  More time is invested into social graph engines and algorithms. This is where some business IT money shifts to social science investments.

Andrew McAfee at Enterprise 2.0 Conf Boston 2011

Anyone involved with Enterprise 2.0 or Business Innovation should watch Andy’s video E 2.0 Boston 2011 presentation. You can also find it after logging into the E 2.0 Conference web site here. His topics include Wisdom of Crowds, Collective Intelligence, Prediction Markets, and more. He covers a lot of valuable information in a short period of time, so you may need to watch it a few times and take notes.  Here are 3 quick notes:

  • Give Community Members a voice
  • Let Computers do what they are designed to do
  • Let People do what they are designed to do

If you liked Andy’s presentation at the E 2.0 Conference Boston 2011, then you may like this video of him talking about most of the same topics.

Gamification in the Enterprise?

About 4 minutes into Andy’s presentation at Boston’s Enterprise 2.0 Conference, he mentions “Gamification“.  Social Business Gamification is a very interesting topic.  Examples of how this works are everywhere, we can see how this looks in the employee review process in Rypple’s  video.  We can also learn more from Spigit, Bunchball, and Badgeville.  The AppFusions Team can integrate custom Gamification solutions for your business needs.

People at the Enterprise 2.0 Conference Boston 2011 seemed to appreciate Michael Wu’s session about Big Data Analytics for Social Media, but he has also put a lot of thought into how the Future of Enterprise Software will be Fun and Productive.  I wrote about his work in this article, “The Secret Social Science Sauce of Gamification“.

I believe many members of the Enterprise 2.o Community can benefit from his work.  I hope people encourage him ( @mich8elwu ) to give a keynote at The Enterprise 2.0 2011 Santa Clara Conference scheduled for November 14 – 17.


There are so many great people willing to help others with Social Business and Enterprise 2.0 all over the web and in your neighborhood.  It is almost impossible to mention all of them here.  I recommend reviewing all the shared resources at and attending one of their events.  You will meet great people and learn fascinating things.

Jim Worth @jimworth did an Outstanding job of putting a huge collection of Enterprise 2.o resources here.

I wrote this article because I like what the Enterprise 2.0 Community is doing.  If you like this article or if you believe education for children is important, then please leave a comment on this blog about our brothers and sisters from the Washington DC area helping the children, teachers, and staff at Humble School Uganda Africa. They will appreciate knowing somebody is thinking about them and wishing them well.




4 thoughts on “The Enterprise 2.0 Features for Enterprise 3.0 Benefits Driving Social Business”

  1. Daniel,

    Nice article… having been in the enterprise 2.0 (now 3.0) world for over a decade (since we launched, we have always been waiting for the true network effects to take hold. We have actually started to interconnect the social graph and analyze our clients across our growing Innovation Grid (

    We are just getting started.

    Thanks for continuing to spotlight this industry and companies like our.

    Vincent Carbone

    1. Vincent,

      Thanks for the feedback, I am also a fan of

      I am amazed by the relentless passion of the Enterprise 2.0 Community and thought leaders in the Social Business market. Their efforts are the fuel required to stimulate our economy by creating new opportunities for entrepreneurs and efficiency in existing businesses.

      It is good to see the trend in Enterprise 2.0 to move beyond copying features from Facebook and functionality from Twitter. This new trend in Social Business of harnessing “Collective Business Intelligence” is compound interest of perpetual return on investment (ROI) from the first stage of Enterprise 2.0.

      “We have actually started to interconnect the social graph and analyze our clients across our growing Innovation Grid ” is a great example of new Social Business Innovation.

      Thanks for sharing,

  2. Do you think these type of Social layers can add value to your collaboration environment? Want to learn more about “personalized experiences” and Enterprise App Stores? Attend this Free Webinar Thursday July 14, 2011 2:00pm EST:

    I’m excited about this event because you have two innovators, Lou Sacco of @Qualcomm & John Crupi of @JackBe, talking about how to achieve “flow” in collaborative environments. They will also share their thoughts about Liferay. Liferay is a poetic open-source enterprise grade social networking platform that is packed with features for delivering instant benefits. Liferay also supports Lightweight Directory Access Protocol (LDAP) and Single Sign On (SSO) with a few clicks of the mouse. Integrating Social Apps into Liferay is easier than sending an email.

    This Free Webinar page does not fully describe the event, so I included a more detailed description here:

    Enterprise App Stores Webinar

    Enterprise and public data sources are exploding. Users are demanding easy-yet-almost-instant access to information to create personalized dashboards or portal-based applications that host ever-changing departmental data. IT demands that everything be securely accessed and shared. Do these sound like the kind of decision-support issues your organization faces?

    Tune in on July 14th at 2pm EST to hear how the information innovators at @Qualcomm Qualcomm, an organization ‘leading the charge in digital revolution’, are leveraging the JackBe Enterprise App Store together with Liferay Portal to delivery information quickly, securely and efficiently to business users.

    Presenters: Lou Sacco of @Qualcomm & John Crupi of @JackBe

    • The vision behind Qualcomm’s adoption of a dynamic Enterprise Information Delivery Architecture
    • What internal and external forces drive demand for ‘live, fast’ information delivery through an Enterprise App Store
    • How Qualcomm is creating a personalized portal experience, aptly named “My Places”, for users to have a self-service means of aggregrating information into a personalized dashboard
    • How “Oasis”, a departmental portal based application, uses JackBe’s Presto and Liferay as the core technology to create information widgets that communicate together to provide a unified experience and just-in-time information for its Program Managers
    • Don’t miss this opportunity to learn how Qualcomm maintains its industry-leading presence by pioneering agile information solutions that deliver real-time information to users whenever and wherever they need it

    Don’t Miss Out!
    Register Today

  3. Enterprise-2.0-Building-Social-Business

    “Social Business” was a big buzz at Enterprise 2.0 Conference in Boston 2010. The people of the Enterprise 2.0 Conference quickly adopted “Enterprise 2.0 Building Social Business” into their branding.

    I think all business is “Social Business”, unless you are making widgets to sell to yourself. Relationships are the core of all successful businesses, therefore all business is “Social Business”.

    However, the 2010 adoption of “Enterprise 2.0 Building Social Business” marked a turning point that transformed “Us vs Them” type of mentality into a unified mindset.

    The speakers at the 2011 Enterprise 2.0 Conference Boston unleashed much deeper ideas about the “Benefits” of Social Business. This shift seems to of launched “Enterprise 2.0 Building Social Business” up into another level. This new level goes beyond “Enterprise 2.0 Building Social Business” and is now more about “Enterprise 2.0 The Future of Social Business”.

    I was wondering how would others brand this conference now? I wonder what others think about these ideas?

    • Enterprise 2.0 The Future of Social Business
    • Enterprise 2.0 Strategies for Social Business
    • Enterprise 2.0 Social Business Strategy
    • Enterprise 2.0 Supporting Social Business
    • Enterprise 2.0 Connecting Social Business
    • Enterprise 2.0 Social Business Intelligence

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