Going Mainstream

A Road Map for Enterprise 2.0 Success

This chapter presents guidelines and advice to help leaders deploy the new social software tools successfully. It builds on the bull’s-eye model and benefits described in chapter 4. Enterprise 2.0 success can’t be reduced to a single step-by-step recipe; there are too many variables, and appropriate actions depend critically on both the goals of the effort and the characteristics of the organization. So this chapter presents a road map rather than a recipe; it stresses simple actions that leaders can take to increase the depth and breadth of their organizations’ participation in the new digital environments.

Turning Off the Old

Gourville’s research on the 9X effect and consumer adoption ...

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