Booz Allen Panel Discusses Enterprise 2.0

My employer, Booz Allen Hamilton, recently held an Enterprise 2.0 event where a panel of speakers, both internal and external, came together to discuss the implications of Enterprise 2.0 at Booz Allen and within the public sector.  Panel participants included Amy Shuen, author of “Web 2.0, a Strategy Guide;” Don Burke, Intellipedia Doyen; Art Fritzson, one of Booz Allen’s Vice Presidents; and Grant McLaughlin, Principal at Booz Allen.  This event was held at Booz Allen’s corporate headquarters in McLean, VA, and the target audience was internal Booz Allen employees, specifically middle management.

Why middle management you ask?  Because in my experience, that’s the demographic who are most likely to avoid social media and in fact, often actively discourage their teams from using it.  At Booz Allen, we’re seeing great gains among both the junior staff and the senior leadership, but the middle management has been slower to get on-board.  The Enterprise 2.0 panel was held to try to answer some of the most common questions and to build support of our internal social media platform among the middle management.

The ROI of Web 2.0

The ROI of Web 2.0

Amy brought up a great slide (on the right) on the ROI of social media. She used this graphic to compare the different business models of Flickr and Shutterfly. She suggested using a similar illustration for Enterprise 2.0 implementations – show your leadership how the minimal initial investment in social media can lead to a higher ROI, especially when compared to traditional methodologies.  The reason that I really liked this slide is because it resonates with leadership.  What may seem like second nature to the social media early adopters often needs to be related to middle management in more concrete, familiar ways.

Don Burke then discussed Intellipedia and how it has changed the way the Intelligence Community collaborates and shares information.  I’ve heard Don speak a few times before, and I always enjoy hearing his insights into the challenges and benefits of Intellipedia.  When asked what the most important feature of an Enterprise 2.0 application, he replied, “fight like hell to keep it open.”  I love that quote.  If you allow walled gardens, if you allow sections to be closed off, you’ll never realize the collaboration and innovation that true openness allows.  I’ve had clients ask “can you give me an Intellipedia for my organization?”  But, then they’ll say something like, “one of our requirements is that every page within the wiki needs to be access-controlled.”  I always point them back to that quote.  If you want a compartmented enterprise-wide wiki for whatever reason, that’s fine – just don’t expect to realize all of the benefits that something like Intellipedia brings.

Rather than give a blow-by-blow summary of the rest of the discussion, here are a few of my favorite quotes from the panel discussion, as captured by my colleague Travis Mason, on his blog on our internal blogging platform.

How can we change a culture a bit here and get more of an understanding of the Web 2.0 tools?
Burke: “We’ve taken a very viral approach.” Every time we’ve tried a top-down approach it’s failed miserably.” “Not a very elegant way but very organic.”
McLaughlin: “Lead with content, its not about the tool…you have to drive the content. If you don’t leap with the content first, then you’ll lose people.”
Fritzson: “I don’t think it’s a generational issue at all…Web 2.0 is just a technology that people adapt to, there is no blockage in the thinking.”  “Learning this stuff is not that hard…”

How do you bring all the tools in the enterprise together in a way that doesn’t intimidate people?
Fritzson: “I’m looking for a robust toolkit more than a unified tool.”
McLaughlin: “This (toolkit) doesn’t haven’t to replace anything – it can enhance existing processes too.”
Burke: “Leverage the power of everyone around you. Find what works for your team.”

How do you balance the informal person with the workplace person?
Fritzson: “This is just a tool. Perfection is the enemy of simplicity, and uniformity is the enemy of diversity.
Burke: “You must have a sense of play, even inside your organization…otherwise you aren’t creating that human factor. It’s all about creating balance.”

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About sradick

I’m Vice President, Director of Public Relations at Brunner in Pittsburgh.

Find out more about me here (http://steveradick.com/about/).

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  • I have to agree with Middle Management being the hurdle, in my experience and not just with web 2.0/enterprise 2.0/social media, but any practice that is new and its just not how things are done. In fact, I still hear this being uttered by those who have championed and support the social tools we now have available in the Federal Government.

    Well my thoughts are optimistic, if we can get the Intelligence Community to collaborate, then maybe we can knocked down other walls we thought were too high to climb when it comes to culture shift.

    I am additionally optimistic due to the fact that middle management now are seeing the transition into Generation X, who are a mix of digital immigrants and natives. We’ve seen how things have been and we are seeing what can be. We’ll fight more for our beliefs and not sit comfortably just to keep moving up the chain.

  • I have to agree with Middle Management being the hurdle, in my experience and not just with web 2.0/enterprise 2.0/social media, but any practice that is new and its just not how things are done. In fact, I still hear this being uttered by those who have championed and support the social tools we now have available in the Federal Government.

    Well my thoughts are optimistic, if we can get the Intelligence Community to collaborate, then maybe we can knocked down other walls we thought were too high to climb when it comes to culture shift.

    I am additionally optimistic due to the fact that middle management now are seeing the transition into Generation X, who are a mix of digital immigrants and natives. We’ve seen how things have been and we are seeing what can be. We’ll fight more for our beliefs and not sit comfortably just to keep moving up the chain.

  • I’m not saying I’ve got this cracked yet, but I have managed to gain traction in UK local government for use of Enterprise 2.0 tools, with over 20,000 users across local councils in England, Wales and Scotland participating in over 500 communities of practice in the IDeA CoP Platform (www.communities.idea.gov.uk). It was a struggle that started early in 2007 and slowly being recognized as a slow revolution in the public sector.

    I agree that Middle Management being a hurdle, but finding more and more that workers are juts getting on with it – Middle Managers don’t realise it yet but they are being disintermediated!

  • I’m not saying I’ve got this cracked yet, but I have managed to gain traction in UK local government for use of Enterprise 2.0 tools, with over 20,000 users across local councils in England, Wales and Scotland participating in over 500 communities of practice in the IDeA CoP Platform (www.communities.idea.gov.uk). It was a struggle that started early in 2007 and slowly being recognized as a slow revolution in the public sector.

    I agree that Middle Management being a hurdle, but finding more and more that workers are juts getting on with it – Middle Managers don’t realise it yet but they are being disintermediated!

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