Exploring the Adoption Archetypes #e20s

Luis Suarez, Lee Bryant, Alexander Richter and Alexander Stocker will discuss adoption archetypes.

The Alexander's kick off with an overview of their research. They point back to the research that was done on Groupware in the past. This is a basis for the research on Enterprise 2.0.

Archetype nr. 1: Exploration. Continuously identifying feasible usage scenarios for IT-services which are suitable for any use.

Archetype nr 2: Promotion. Coordinated communication and targeted training of IT-services with focus on certain modes of use.

Their research shows: Wikis and weblogs have gained maturity, making promotion the dominant strategy in corporate settings.

Microblogging has the explanation strategy. Research will continue to see if that changes.

Luis takes the stage. Talks about BlueIQ - driving social software adoption at IBM. IBM started with social stuff 40 years ago with their forums. But in the modern sense of social software they started in 2001. Points to the whitepaper about BlueIQ.

Evangelism of social software is done bottom-up at IBM, with 1600 IBM volunteering ambassadors. This relates to a community building program with a teach the teacher program. And their execs are on board!


  1. see value
  2. recognize business use
  3. all together now
  4. integrate workflows
  5. shift perspective

IBM is between 3 and 4. But in some parts of the business not even in 1.

But along all the stage levels make sure you have governance and guidelines, focus on adoption, focus on measurement and work on the infrastructure. End goal: the social business.

The future for IBM is to focus on Enterprise Workflows, even outside of the organization.


  • Lee Bryant chips in. Large number of companies have reached first base. They have a blog or a wiki. But we're still in the realm of adoption of tools. Lee sees the two adoption archetypes. There's no prescriptive way to go. Evolutionary improvement is what we need. We need more self-propelling growth. We should keep the difference between the web 2.0 and enterprise 2.0 landscape. Open data is important. Orchestrate real-time data in companies to lead to behavior change. Also study user interaction to influence systems and change. Think deeply about individual and collective behaviors. These will be the source of future techniques.

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