Looking For Intranet 2.0

"Helping you to get on, not get by, with information technology" 1
Looking for Intranet 2.0

In the world of fashion, the job of ‘cool hunters’ is to seek out
emerging trends in street style and fashion for adoption into the
commercial mainstream. Likewise, information and knowledge
management cool hunters have been peering out over the firewall and
observing how the consumer led innovation of Web 2.0 is changing
the way we use, contribute and interact with information on the
Internet. By James Dellow.
For the early adopter, Web 2.0 clear what Intranet 2.0 actually is,
presented an exciting world of reflecting the fact that it is
user participation, social difficult to find consensus on the
networking, rich user friendly definition of the broader concepts
interfaces and rapid Web- bundled into the idea of Web 2.0.
application development that However, if we brainstormed the
they eagerly copied to create their ideal themes and attributes of
own internal version, called Intranet 2.0 we might pick out
Intranet 2.0. There are now characteristics such as ‘user
numerous Intranet 2.0 success driven’, ‘social’, ‘collaborative’,
stories from around the world – ‘activity centred’, ‘Mash-able’ and
from the original Dresdner ‘developed incrementally’. These
Kleinwort cited by Andrew are all characteristics inspired by
McAfee through to Janssen-Cilag the Web 2.0 experience, but of
in Australia - that are urging the course they typically describe
rest of us to adopt wikis, blogs Internet experiences and an
and other Web 2.0 technologies intranet is not the Internet – in
into our mainstream intranets. other words, the goal of a user
But if your organisation has been driven intranet describes the
slow to follow the Intranet 2.0 outcome but not how to go about
path, how can you judiciously buy providing it inside the firewall.
into this trend? And perhaps more
importantly, how do you know If the fact there is no common
you have picked the right blueprint is due in part to a lack of
technology path? common understanding of
Intranet 2.0, the greater gap is
Despite celebrated success stories about understanding the needs of
- and as with other information the organisation in relation to
management technologies - there these new Web 2.0 technologies.
is no standard blueprint for Rather than debating definitions
implementing Intranet 2.0. This is or focusing on what your Intranet
partly because it is by no means 2.0 should look like, a better
©2003-2008 James Dellow/Chief Technology Solutions. Web: http://www.chieftech.com.au/ Phone: +61 414 233 711
Disclaimer: The information in this article is of a general nature. Please seek advice for specific circumstances.
starting point is to focus on what technology domains and

you are trying to achieve. A Web distributed authoring is already a
2.0 inspired intranet presents well established content
many potential benefits, management approach.
including:
Once you understand what Once you understand what you
you want to achieve, you  Ease of site management and want to achieve, you should
should consider your improved usability; consider your Intranet 2.0
Intranet 2.0 objectives for
objectives for fit against three
fit against three possible  Support for conversational possible strategies:
strategies collaboration (in addition to
document-centric 1. Tactical Social Computing;
collaboration) enabling people 2. Enterprise Web 2.0 (or a
to connect with each other Web 2.0 Oriented
Intranet); and
more easily;
3. Enterprise 2.0.
 Better shared access to
If none of these fit, then the
contextually relevant internal
option of achieving Intranet 2.0
and external data, including
through alternative and
publicly available geospatial
complementary technologies may
data such as Google Maps;
also be available, depending on
 Greater flexibility to meet your vision.
emergent needs; and
To explore each strategy in turn:
 A platform for others to create
A tactical social computing
and share solutions.
strategy involves the use of social
For some organisations Intranet computing tools (typically wikis,
2.0 might also be cheaper to discussion (or chat) forums, and
implement and manage – either blogs) to solve a particular
through the use of open source business challenge. For example,
software or through greater user- using an open source wiki as a
generated content (reducing the content management system to
need for dedicated content save money, a project team that
creators and content managers). uses a blog to improve
Through these reduced costs it collaboration, or an HR
also becomes possible to department that launches a forum
implement technologies that to gather feedback and answer
might have previously been cost questions from employees. On
prohibitive – for example, close inspection, many of the
collaborative workspaces; reported case studies and
however it is important to examples of organisations
recognise that achieving these implementing Enterprise 2.0
particular outcomes is not limited actually represent the success of a
to the Intranet 2.0 – open source tactical social computing strategy.
is valid strategy in other In some respects, a tactical
strategy might be thought as strategy may perhaps

Intranet 1.x and could provide a unintentionally open the door to
valid innovation pathway for Enterprise 2.0. Once the lid is off
introducing Intranet 2.0 to your the box, it may be difficult to
organisation. This approach may quarantine the social aspects from
also help where you need to the technology components of the
demonstrate a business case for Web 2.0 software development
management and the IT philosophy. The nature of Web
department. However, just like 2.0 tools and a key ingredient of
any tactical technology approach, their success is that they
it is important to understand that empower users to build their own
this strategy can not by itself tools and contribute content, so
deliver a sustainable Intranet 2.0 getting the benefits of Web 2.0
system over the long term. technologies without the social
element will need to be carefully
An Enterprise Web 2.0 strategy managed. As a partial alternative,
(perhaps better described as a some organisations might also
Web 2.0 Oriented Intranet)
find that traditional intranet
embraces standards-based portals tools, such as Microsoft
technologies of XML, ATOM, etc, SharePoint, can provide a good
Web-application frameworks enough Web 2.0-like capability
(such as AJAX, Adobe AIR, etc) and with the right governance
software development processes and configuration.
philosophies of Web 2.0 inside the
An Enterprise 2.0 strategy enterprise, but leaves the social However, an Enterprise 2.0
is something quite different aspects behind. In this approach strategy is something quite
from either the tactical use you will find there is more to Web different from either the tactical
of social computing or the
2.0 than blogs and wikis with the use of social computing or the
narrow adoption of Web
potential for organisations to get narrow adoption of Web 2.0
2.0 technologies.
value from: technologies – it is both a
technology and business change,
 Dashboards that can be rapidly where social computing tools both
“mashed” together in days to
help to flatten and also reflect the
answer an emergent business
problems; flatness of organisations. Harvard
 Alerting systems that integrate Business School associate
information from internal and professor, Andrew McAfee, who
external systems using RSS; or coined the term Enterprise 2.0 in
 Rich and intuitive AJAX his 2006, provided us with the
interfaces on Web-applications SLATES (Search, Links, Authoring,
that people want to use and
Tags, Extensions, Signals) model
reduce the need for extensive
end-user training. to define the basic technology
requirements of an Enterprise 2.0
system and a tactical strategy is
If you follow this path, be aware unlikely provide the entire
that an Enterprise Web 2.0 infrastructure required to meet
that criteria. For example, where unilateral control and to express

an organisation implements a some level of negativity. Whether
standalone Wiki, the elements of a company’s leaders really want
the SLATES model is only achieved this to happen and will be able to
within that Wiki – once users resist the temptation to silence
leave the wiki environment for dissent is an open question.
another information tool, such as Leaders will have to play a
email, then the model breaks delicate role if they want
down. In other words, for it to Enterprise 2.0 technologies to
work the SLATES model must succeed.”
apply across the information
If your organisation isn’t Remember, if your organisation
workplace - not a single siloed
prepared to weed – or for isn’t prepared to weed – or for
tool, since this represents a
that matter innovate – then that matter innovate – then an
an Enterprise 2.0 strategy is tactical strategy instead.
Enterprise 2.0 strategy is likely to
likely to be a difficult
While on the surface it might be a difficult option without an
option.
appear difficult to spot the subtle appropriate investments in social
difference between a tactical capital building, change
strategy and Enterprise 2.0, the management, risk management
key difference is really the and governance.
relationship between the
enterprise social computing The final option outlined here is to
consider alternative and
environment with the shape and
culture of the organisation. To complimentary pathways for
quote Michele Egan, who was breaking out of the traditional
writing about her experiences at intranet model. These include
the World Bank in 2004: some revolutionary and not so
revolutionary ideas, including:
"Collaboration and facilitation
(rather than control and vetting)  Metaverses – ‘3D world’ (or
‘metaverse’) technologies such
are key drivers in the successful
as ‘OpenSim’ (an open source
utilization of new and existing version of Second Life) and
technologies, as well as in Sun’s ‘Project Wonderland’
unleashing the willingness of allow organisations to securely
people to contribute with their host these environments
effort... Let a thousand flowers internally and represent a
bloom does work, even if you have complete departure from the
traditional concept of the
to pull a few weeds on occasion.”
intranet and how users
interact with it;
McAfee also recognised the
tension that Enterprise 2.0 might
create in organisations that follow
this path:
“These tools may well reduce

management’s ability to exert
 Social networking sites as organisational know-how

intranets – Software company about how to use, manage and
Serena has championed the get value from Intranet 2.0;
idea of using social networking and
sites like Facebook as a  Driving the development of a
replacement for the traditional roadmap for implementing the
company intranet – or if you supporting technology
prefer, you can setup an infrastructure.
internal social and skills-
What are the key sharing network instead; What are the key ingredients for
ingredients for  Combine into a single extranet implementing Intranet 2.0? The
implementing Intranet 2.0? – Many organisations still answer of course is ‘It depends’,
The answer of course is ‘It
operate separate intranet and however we can say:
depends’.
Internet sites, but mature
portal and newer wiki  Your organisation needs to
technologies already exist to know how to apply Web 2.0
make this kind of symbiotic inside the firewall and
combination a reality; culturally being able to allow
 Support for mobility and other an Intranet 2.0 culture to
points of access – Most flourish;
intranets are designed for full  You need applications and
size computer users, but services that can replicate the
alternative access channels key ingredients of Web 2.0
such as mobile computing and inside the firewall to suit your
kiosks can be supported; and objectives; and
 Unified collaboration – The  All of the above must be
next evolution of the Unified supported by the right
Communication concept, infrastructure that includes
brings same time interaction networks, servers, databases,
into the context of content, search, syndication,
business process and business aggregation and connectors.
activities.
Unlike a traditional intranet,
In this short article, we’ve elements like search, syndication,
explored some of the many aggregation and connectors that
options for achieving an Intranet you might have previously treated
2.0 that can suit your as stand-alone applications are
organisational requirements. treated as part of the Intranet 2.0
While it might be counterintuitive infrastructure – in this
against a background of Web 2.0 architecture they provide the
to suggest that an Intranet 2.0 basis for further Intranet 2.0
strategy is necessary, with all application development, they are
these different choices such a the beginning of the journey and
strategy should help to clarify the not the end of the road.
right path by: Organisational know how is also
required, but unlike a traditional
 Providing an overall vision and intranet, it must be embedded
blueprint for Intranet 2.0 in within the broader intranet user
your organisation; population to create an eco-
 Outlining the innovation
process for developing
system of users where social blueprint and roadmap – that fits

mores and values, rather than one of the possible Intranet 2.0
technical controls, work to strategies will guide you in the
maintain its integrity and right direction. So stop trying to
usefulness. The same eco-system find Intranet 2.0 and get social:
of users will also help to make the start the conversations that will
intranet more sustainable through help define your organisation’s
greater ownership. digital future.
A few small successes All this does not rule out the
might provide the business efficacy of a tactical strategy in Recommended Reading: To learn
case and surface the the first instance, a few small more about Enterprise 2.0 and the
demand needed to drive successes might provide the
broader adoption of Web SLATES model, see Enterprise 2.0:
business case and surface the
2.0 tools and technologies. The Dawn of Emergent
demand needed to drive broader
adoption of Web 2.0 tools and Collaboration by Andrew P.
technologies. It may be the McAfee in MIT Sloan
organisation is not quite ready to Management Review, Spring
make the leap to Enterprise 2.0 2006, Vol. 47, No. 3, pp. 21-28.
and making a start is the best way
of gaining momentum - but
remember the risks of not
planning for broader adoption: A version of this article appeared
in the September/October 2008
 Technology failure (e.g. the edition of Image & Data Manager
performance of a wiki used by magazine, titled ‘Too Cool for
a single team does not have
School’. http://www.idm.net.au/
the capacity to support the
entire organisation – a scalable
upgrade path should be
considered in advance and
frequently re-visited);
 Lack of adoption (e.g. less
Web-savvy users find it harder
to use tools based on the Web
2.0 paradigm); and
 Non-compliance with
enterprise information
management requirements.
However, once this strategy is in

place, your Intranet 2.0 content,
applications and services should
be allowed to emerge in an
incremental and experimental
fashion. But remember it is not a
case of ‘look, no hands!’ and
instead you really do need to be
prepared to do a little weeding
along the way. And a good design
– in the form of an vision,

Looking For Intranet 2.0

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"Helping you to get on, not get by, with information technology" 1

Looking for Intranet 2.0

starting point is to focus on what technology domains and

strategy might be thought as strategy may perhaps

that criteria. For example, where unilateral control and to express

“These tools may well reduce

 Social networking sites as organisational know-how

system of users where social blueprint and roadmap – that fits

However, once this strategy is in

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