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Adoption Q4 2009
Maturity, Scale, Drivers, Ownership, Satisfaction
Underwritten in part by
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Figure 5: Approximately How Many People Are Active Users of Your Current Enterprise 2.0 Applications? ................8
Figure 6:.Approximately How Many People Will The Enterprise 2.0 Applications Engage At Full Deployment/
Adoption?...................................................................................................................................................9
Figure 9:.Which of the Following is the Primary Business Driver Behind Your Enterprise 2.0 Initiative? .....................12
Figure 10: Have You Been Able to Establish an ROI to Date? ..................................................................................13
Figure 12: What Is the Enterprise 2.0 budget appropriated for your entire Initiative?.................................................15
Figure 13: Enterprise 2.0 Budget Allocation.............................................................................................................16
Figure 14: Were budgeted amounts actual experience or planned expenses? .........................................................17
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An Introduction to
The 2.0 Adoption Council
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• Innovators: Enthusiasts are inventing new approaches with technology even before there is real or perceived value
• Early Majority: Pragmatics that are first group of mainstream users to obtain perceived benefits
• Late Majority: Pragmatics that use the technology only when there is a real and absolute value
• Laggards: Skeptics that only use the technology after the market has predominately adopted it
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Figure 4: How Would You Characterize The State Of Enterprise 2.0 In Your Organization?
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6.$69.X*$%*Wi$(($&Cc6X*A%$8"/<F.99*'/$6()$"1*i8(*$8%*<8%H.J*%.<6$"/."(<*)"/),'(.*'*H.%J*/)##.%."(*%.'9)(J1*$"9J*4g*
[*'%.*'<<$,)'(./*F)(-*;"(.%6%)<.*415*)")()'()H.<*(-'(*F.%.*<(%),(9J*8<.%C/%)H."*D$%"*'"/*$F"./0*/.H$)/*$#*'"J*9.H.9*$#*
&'"'A.&."(1**3-'(*<')/0*(-.*%.9'()H.9J*.H."*/)<(%)D8()$"*$#*<8%H.J*%.<6$"<.<*($*(-.*)<<8.*$#*$F".%<-)6*'"/*
<6$"<$%<-)6*)"/),'(.<*(-'(*"$*<)"A9.*D.<(*'66%$',-*$%*D.<(*6%',(),.*.G)<(<1**:8,,.<<*)<*D.)"A*',-).H./*)"*.',-*
'66%$',-1*!(*)<*'A')"*F$%(-*"$()"A0*-$F.H.%0*(-'(*)"*PU[*$#*(-.*,'<.<0*<$&.*#$%&*$#*&'"'A.&."(*-'<*D.."*
.G.%,)<./0*)"/),'()"A*'*6'%()'9*D.<(C6%',(),.1
30%
28%
26% 26%
20% 21%
10%
0%
Top-down (Management-driven)
Bottom-up (User-driven)
Both Happened in Parallel (By Chance)
Both Happened in Parallel (Orchestrated)
])A8%.*PM*:6$"<$%<-)6SOF".%<-)6*O#*;"(.%6%)<.*415*@%$I.,(
3-.*:('(.*$#*;"(.%6%)<.*415*+/$6()$"*=>*455?* @'A.*B5
!"#$%&'()$"*+%,-)(.,(./0*!",1** 2*3-.*415*+/$6()$"*7$8",)9
:)&)9'%9J0*<8%H.J*%.<6$"/."(<*)"/),'(.*(-'(*D.".#)(<*('%A.(./*DJ*(-.)%*;"(.%6%)<.*415*)")()'()H.<*'%.*&'"J*'"/*H'%)./1*
b.<6$"/."(<*F.%.*'<E./*($*,-$$<.*'99*D8<)".<<*/%)H.%<*('%A.(./*DJ*(-.)%*)")()'()H.<1*;H.%J*D.".#)(*%.,.)H./*'(*9.'<(*
".'%9J*45[*%.,$A")()$"1
3-.*6%$&)<.*$#*;"(.%6%)<.*415*<..&<*H'%)./0*<)(8'()$"'9*'"/*6.%<$"'91*3-'(*<')/0*'&$"A*(-.<.*D.".#)(<*<$&.*,9.'%9J*
.&.%A./*'<*W&$<(*6$689'%0X*.',-*A'%".%)"A*'*"$/*#%$&*&$%.*(-'"*PT[*$#*(-.*<8%H.J*%.<6$"/."(<1**3-.<.*'%.M*
7$"".,()"A*7$99.'A8.<*+,%$<<*3.'&<*'"/*e.$A%'6-).<*V?4[Y0*;"'D9)"A*+,,.<<*($*:8DI.,(*;G6.%(<*Vgg[Y0*!",%.'<)"A*
@%$/8,()H)(J*VgB[Y0*7'6(8%)"A*j*b.(')")"A*!"<()(8()$"'9*k"$F9./A.*VPg[Y*'"/*]$<(.%)"A*!""$H'()$"*VPg[Y1
92%
88%
81% 78% 78%
67% 67%
61%
51% 49% 46%
38%
28%
19%
])A8%.*gM*N-'(*+%.*3-.*i8<)".<<*Q%)H.%<*i.-)"/*`$8%*;"(.%6%)<.*415*!")()'()H.a
!(*)<*)"(.%.<()"A*($*"$(.*(-'(*'&$"A<(*(-.<.*($6*T*D.".#)(<*>*#$,8<*$"*E"$F9./A.*&'"'A.&."(C%.9'(./*D.".#)(<1*3-)<*
)<*9)E.9J*F-J*bO!*#$%*&'"J*$%A'")K'()$"<*)<*/)##),89(*($*6%$H.*)"*-'%/*/$99'%<*V:..*(-.*/)<,8<<)$"*$"*bO!*9'(.%*)"*(-)<*
<.,()$"*$#*(-)<*%.6$%(*#$%*&$%.*/.(')9Y1
O#*,$8%<.0*)",%.'<./*6%$/8,()H)(J*6$(."()'99J*,'"*D.*'<<$,)'(./*F)(-*-'%/*/$99'%*<'H)"A<0*F-),-*&'J*',,$8"(*#$%*F-J*
)(*F'<*)/."()#)./*'<*(-.*<)"A9.*&$<(*)&6$%('"(*D.".#)(1*
3-.*:('(.*$#*;"(.%6%)<.*415*+/$6()$"*=>*455?* @'A.*BB
!"#$%&'()$"*+%,-)(.,(./0*!",1** 2*3-.*415*+/$6()$"*7$8",)9
N-."*'<E./*($*)/."()#J*'*<)"A9.*!"#$%"&*D8<)".<<*/%)H.%*#%$&*'&$"A<(*'99*/%)H.%<*(-.J*)/."()#)./*F)(-0*%.<6$"/."(<*
%'"E./*)",%.'<)"A*6%$/8,()H)(J*-)A-.<(0*'9(-$8A-*F$%(-*"$()"A0*"$(*DJ*'*,9.'%*&'I$%)(J*V4U[Y1
25% 23%
22%
20%
16%
15%
10%
10%
5%
0%
Increasing Productivity
Connecting Colleagues Across Teams And Geographies
Reinventing Your Corporate Culture
Capturing & Retaining Institutional Knowledge
])A8%.*?M*N-),-*O#*3-.*]$99$F)"A*!<*3-.*@%)&'%J*i8<)".<<*Q%)H.%*i.-)"/*`$8%*;"(.%6%)<.*415*!")()'()H.a
i'<./*$"*(-.*%.<6$"<.*($*$H.%'99*D.".#)(<0*)(*)<*)"#.%%./*(-'(*&$<(*D.".#)(<*'<<$,)'(./*F)(-*;"(.%6%)<.*415*'%.*%$$(./*
)"*E"$F9./A.*&'"'A.&."(CC*'*6%',(),.*,-'%',(.%)K./*DJ*/)##),89(J*)"*(%'/)()$"'9*-'%/*/$99'%*bO!1**!(*)<*%.'<$"'D9.*($*
'<<8&.*(-'(*.H."*)"*,'<.<*F-.%.*)",%.'<./*6%$/8,()H)(J*)<*('%A.(./*'<*'*6%)&'%J*/%)H.%0*(-.*(J6.*$#*6%$/8,()H)(J*
('%A.(./*)<*(-'(*'<<$,)'(./*F)(-*(-.*E"$F9./A.*F$%E.%1**]'<(.%*/.,)<)$"C&'E)"A*&'J*-$9/*A%.'(*D8<)".<<*H'98.0*D8(*
"$(*".,.<<'%)9J*$#*(-.*(J6.*(-'(*)<*.'<)9J*(%'"<9'(./*)"($*<'H./*/$99'%<*C*D8(*6.%-'6<*&$%.*)"*)",%.'<./*
,$&6.()()H.".<<1**3-)<*)<*9)E.9J*F-J*(-.*A%.'(*&'I$%)(J*$#*(-.*%.<6$"/."(<*Vg4[Y*-'H.*"$(*.<('D9)<-./*'"*bO!*($*
/'(.1
3-.*:('(.*$#*;"(.%6%)<.*415*+/$6()$"*=>*455?* @'A.*B4
!"#$%&'()$"*+%,-)(.,(./0*!",1** 2*3-.*415*+/$6()$"*7$8",)9
Yes
No
18%
82%
])A8%.*B5M*^'H.*`$8*i.."*+D9.*3$*;<('D9)<-*+"*bO!*3$*Q'(.a
Q.<6)(.*(-)<*#',(0*-$F.H.%0*(-.*&'I$%)(J*Vg4[Y*$#*%.<6$"/."(<*)"/),'(./*(-'(*(-.)%*$%A'")K'()$"<*'%.*<'()<#)./*F)(-*
(-.*;"(.%6%)<.*415*)")()'()H.*($*/'(.1*3-.<.*'%.*$%A'")K'()$"<*F)(-*<(%'(.AJ*'"/*9.'/.%<-)6*(-'(*-'H.*'*H)<)$"0*F-),-*
F-."*%.'9)K./0*)<*H).F./*6$<)()H.9J*/.<6)(.*9',E*$#*'*-'%/*/$99'%*bO!1*V:..*:.,()$"*>*$#*(-)<*6'6.%*#$%*&$%.*/.(')91Y
3-.*:('(.*$#*;"(.%6%)<.*415*+/$6()$"*=>*455?* @'A.*BU
!"#$%&'()$"*+%,-)(.,(./0*!",1** 2*3-.*415*+/$6()$"*7$8",)9
+%)!<'*&QL&7'$$".+&+F%*!&"*7&+"!<+(")!<'*&")-<%J%7
3-.*;"(.%6%)<.*415*6%$I.,(<*&'"'A./*DJ*<8%H.J*%.<6$"/."(<*'%.*$H.%F-.9&)"A9J*/..&./*($*D.*'*<8,,.<<1*N-."*
'<E./*W^$F*<'()<#)./*'%.*J$8*F)(-*J$8%*;"(.%6%)<.*415*)")()'()H.*($*/'(.aX*V%.<6$"/."(<*F.%.*)"<(%8,(./*($*#',($%*)"*
)(.&<*<8,-*'<*,$<(*H<1*D.".#)(0*(-.*<6../*$#*(-.*/.69$J&."(0*'"/*(-.*%.'9)K'()$"*$#*D8<)".<<*$DI.,()H.<Y0*g4[*%.6$%(*
D.)"A*d.%J*:'()<#)./*($*:$&.F-'(*:'()<#)./1*+".,/$('99J0*,$&6'%./*F)(-*W(%'/)()$"'9X*."(.%6%)<.*<J<(.&<0*<8,-*'<*
;"(.%6%)<.*b.<$8%,.*@9'"")"A*V;b@Y0*78<($&.%*b.9'()$"<-)6*_'"'A.&."(*V7b_Y*$%*'*,9$<.%*,$"".,()$"0*;9.,(%$"),*
7$"(."(*_'"'A.&."(*V;7_Y0*(-)<*'"*8",-'%',(.%)<(),'99J*-)A-*9.H.9*$#*<'()<#',()$"*#$%*W."(.%6%)<.*<$#(F'%.1X
60%
55%
50%
40%
30% 27%
20%
10% 9%
5% 5%
0%
Very Satisfied Somewhat Satisfied Not Very Satisfied Not At All Satisfied Not Sure Yet
])A8%.*BBM*^$F*:'()<#)./*+%.*`$8*N)(-*`$8%*;"(.%6%)<.*415*!")()'()H.*3$*Q'(.a
3-)<*)<*6'%(),89'%9J*)"(.%.<()"A0*A)H."*(-.*#',(*(-'(*g4[*$#*%.<6$"/."(<*'9<$*<('(./*(-'(*(-.J*-'H.*"$(*D.."*'D9.*($*
.<('D9)<-*'*-'%/C/$99'%*bO!0*'<*/)<,8<<./*.'%9).%1**+A')"0*',-).H.&."(*$#*)",%.'<./*,$99'D$%'()$"*,'6(8%)"A*$#*
,$%6$%'(.*E"$F9./A.0*#$<(.%)"A*)""$H'()$"*'"/*.H."*)",%.'<./*VE"$F9./A.*F$%E.%Y*6%$/8,()H)(J*&'J*"$(*%.<89(*)"*'*
-'%/*/$99'%*bO!0*D8(*)<*"$".(-.9.<<*.##.,()H.9J*W<'()<#J)"A0X*.<6.,)'99J*)"*(-.*.&.%A)"A*E"$F9./A.S)"#$%&'()$"CD'<./*
.,$"$&J1*
3-.<.*9.H.9<*$#*<'()<#',()$"*',-).H./*'%.*"$(*($*D.*('E."*9)A-(9J*F-."*H).F./*)"*(-.*,$"(.G(*$#*'<<$,)'(./*D8/A.(<1*
+A')"0*<8%H.J*%.<6$"/."(<0*'<*&.&D.%<*$#*(-.*415*+/$6()$"*7$8",)9*'%.*)"H$9H./*F)(-*%.'9CF$%9/0*6%$/8,()$"C9.H.9*
/.69$J&."(<0**D',E./*DJ*)&6%.<<)H.*D8/A.(<1*
3-.*:('(.*$#*;"(.%6%)<.*415*+/$6()$"*=>*455?* @'A.*B>
!"#$%&'()$"*+%,-)(.,(./0*!",1** 2*3-.*415*+/$6()$"*7$8",)9
N-."*'<E./*($*)/."()#J*(-.)%*;"(.%6%)<.*415*D8/A.(<0*%.<6$"<.<*F.%.*',%$<<*(-.*D$'%/0*F)(-*(-.*-.'H).<(*<)"A9.*
,$",."(%'()$"*V>B[Y*'(*9.<<*(-'"*'*-'9#*'*&)99)$"*/$99'%<0*D8(*(-.*A%'6-*/.6),()"A*'<<$,)'(./*D8/A.(<*,'"*D.*
<$&.F-'(*&)<9.'/)"A1*N-."*J$8*,$&D)".*(-.*6.%,."('A.<*$#*$%A'")K'()$"<*F)(-*D8/A.(<*$#*lB*_)99)$"*$%*&$%.0*
(-.J*'&'<<*($*UZ[*$#*(-.*%.<6$"/."(<1*+//)()$"'99J*)(*)<*-)A-9J*9)E.9J*(-'(*(-.*Z>[*F-$*-'H.*,8%%."(*D8/A.(<*)"*(-.*
9.<<*(-'"*lB*&)99)$"*%'"A.*'%.*&')"9J*F)(-)"*(-.*>g[*F-$*)"/),'(./*(-.J**)"H$9H./*9.<<*(-'"*'*(-$8<'"/*8<.%<0*'"/*
(-.**UT[*F-$*'%.*<()99*"$(*D.J$"/*'"*.'%9J*6)9$(*<('A.1
45%
41%
40%
35%
30%
25% 23%
20%
16%
15% 13%
10%
5% 4%
3%
1%
0%
< $500k
$500k - 1 Million
$1-3 Million
$3-5 Million
$5-10 Million
$10-20 Million
])A8%.*B4M*N-'(*!<*3-.*;"(.%6%)<.*415*i8/A.(*+66%$6%)'(./*]$%*`$8%*;"()%.*!")()'()H.a
b.A'%/9.<<*$#*-$F*(-)<*A%'6-*)<*)"(.%6%.(./0*(-.*#',(*%.&')"<**(-'(*<8,,.<<#89*;"(.%6%)<.*415*6%$I.,(<0*'&$"A*9'%A.*
."(.%6%)<.<0*)"H$9H)"A*(-$8<'"/<*$#*8<.%<0*%.L8)%.*&)/C<)G*#)A8%.*($*<.H."C#)A8%.*)"H.<(&."(<0*]',($%)"A*#$%**(-.*
<,'9.*$#*9'%A.*$%A'")K'()$"<0*.H."*'(*lB55S8<.%SJ.'%0*#$%*'*T0555C6.%<$"*$%A'")K'()$"*#$%*<$#(F'%.*'"/*D'<),*<.%H),.<*
'9$".0*F$89/*D.*lT5505551*N-)9.*(-)<*)<*#'%*#%$&*W#%..0X*$%*(%)H)'90*)(*)<*DJ*"$*&.'"<*.G6."<)H.*)"*(-.*#',.*$#*$(-.%*
-)<($%),'9*."(.%6%)<.*<J<(.&<1
3$*#899J*'66%.,)'(.*(-.*%.'9)(J*$#*,8%%."(*D8/A.(<*F.*'9<$*'<E./*%.<6$"/."(<*($*D%.'E*/$F"*(-.)%*D8/A.(<*DJ*
,$&6$"."(<1***+<*<.."*)"*(-.*A%'6-*D.9$F0**(-.*9'%A.<(*,$&6$"."(<*$#*<6."/*'%.*<$#(F'%.*)(<.9#0*"$(*<8%6%)<)"A0*'"/*
(-.*$6.%'()$"'9*<('##*($*)"<('99*'"/*&')"(')"*69'(#$%&<1*b.9'()H.9J*9)((9.*D8/A.(*)<*'99$,'(./*($*:$#(F'%.C'<C'C:.%H),.*
3-.*:('(.*$#*;"(.%6%)<.*415*+/$6()$"*=>*455?* @'A.*BT
!"#$%&'()$"*+%,-)(.,(./0*!",1** 2*3-.*415*+/$6()$"*7$8",)9
V:'':Y*$%*$(-.%*W-$<(./S%."(./X*<$98()$"*&$/.9<0*F)(-*&$<(*$%A'")K'()$"<*$6()"A*($*8<.*$"C6%.&)<.0*$F"./*'"/*
$6.%'(./*9),."<)"A*&$/.9<1*O#*6'%(),89'%*"$(.*)<*(-.*9$F*6.%,."('A.*$#*D8/A.(*'<<$,)'(./*F)(-*8<.%C%.9'(./*)<<8.<*
<8,-*'<*$"A$)"A*,$&&8")(J*&'"'A.&."(*VT[Y0*'"/*(%')")"A*V>[Y0*'<*F.99*'<*(-.*)"(.%"'9*&'%E.()"A*$#*(-.*
;"(.%6%)<.*415*<J<(.&*VU[Y1*
25%
21%
20% 19%
15%
10% 10%
10% 8%
6% 6% 5% 5% 4%
5% 3%
1%
0%
Software
Internal staffing
Other
Hardware/infrastructure
Strategy development
SaaS/hosted solution
Training
Content migration
])A8%.*BUM*;"(.%6%)<.*415*i8/A.(*+99$,'()$"
N-)9.*W415X*<$98()$"<*'%.*6.%-'6<*.'<).%*($*8<.*(-'"*9.A',J*<J<(.&<0*(-.%.*)<*"$*A8'%'"(..*(-'(*W.'<J*($*8<.X*
&.'"<*W"$*(%')")"A*%.L8)%./X*'<*(-.*,-'"A)"A*-'D)(<*'"/*.G6.,('()$"<*$#*,$99'D$%'()H.*6'%(),)6'()$"*%.L8)%.<*&$%.*
(-'"*I8<(*'*W($$9*<F'6X*'"/*)",$%6$%'(.<*&$%.*,$&69),'(./*WF$%E*-'D)(X*,-'"A.<1**3-)<*,$",98<)$"*F'<*#8%(-.%*
3-.*:('(.*$#*;"(.%6%)<.*415*+/$6()$"*=>*455?* @'A.*BZ
!"#$%&'()$"*+%,-)(.,(./0*!",1** 2*3-.*415*+/$6()$"*7$8",)9
.H)/.",./*DJ*(-.*#',(*(-'(*%.<)<('",.*#%$&*8<.%<*F'<*,)(./*'<*'*&'I$%*,-'99."A.0*'"/*&$%.*)&6$%('"(9J0*$".*"$(*
.'<)9J*$H.%,$&.1*V3-.<.*/'('*6$)"(<*'%.*"$(*)",98/./*)"*(-)<*6'6.%0*D8(*F)99*D.*)",98/./*)"*'"*86,$&)"A*.G(."<)H.*
%.6$%(*#%$&*!"#$%&'()$"*+%,-)(.,(./*'"/*3-.*415*+/$6()$"*7$8",)91Y
f'<(9J0*)(*<-$89/*D.*'66%.,)'(./*(-'(*(-.*D8/A.(*#)A8%.<*%.6$%(./*DJ*%.<6$"/."(<*F.%.*&$<(9J*D'<./*$"*',(8'9*
<6."/0*(-'"*$"*69'""./*D8/A.(<1*3-.*,$8",)9*&.&D.%<*DJ*'"/*9'%A.*-'H.*'99*D.A8"*(-.*I$8%".J*$#*)&69.&."()"A*
'"/*',()H.9J*D.".#)()"A*#%$&*;"(.%6%)<.*4150*'"/*'<*'*%.<89(*-'H.*&$H./*D.J$"/*(-.*(-.$%J*$#*;"(.%6%)<.*415*'"/*
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Actual experience
Planned expenses
40%
60%
])A8%.*B>M*N.%.*i8/A.(./*+&$8"(<*+,(8'9*;G6.%).",.*O%*@9'""./*;G6."<.<a
3-.*:('(.*$#*;"(.%6%)<.*415*+/$6()$"*=>*455?* @'A.*BP
!"#$%&'()$"*+%,-)(.,(./0*!",1** 2*3-.*415*+/$6()$"*7$8",)9
+%)!<'*&RL&I'<*I&#%N'*7&!-<+&P-<!%F"F%.
3-.*415*+/$6()$"*7$8",)9*'"/*!"#$%&'()$"*+%,-)(.,(./*F)99*,$"()"8.*($*6%$H)/.*,8(()"A*./A.*)"<)A-(<*'"/*%.<.'%,-*
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.G(."<)H.*&'%E.(*%.6$%(*'"/*(-.*415*+/$6()$"*@%./),()$"*_'%E.(1
+<*6%.H)$8<9J*)"/),'(./*(-)<*6'6.%*)<*D'<./*$"*'*<8%H.J*$#*&$%.*(-'"*45*L8.<()$"<0*,$"/8,(./*)"*(-.*9'((.%*6'%(*$#*
O,($D.%*455?1*O"9J*'*#%',()$"*$#*(-.*/'('*,$99.,(./*)<*)",98/./*)"*(-)<*%.6$%(1**!"#$%&'()$"*+%,-)(.,(./*'"/*3-.*415*
+/$6()$"*7$8",)9*F)99*D.*&'E)"A*'H')9'D9.*'*#'%*&$%.*.G(."<)H.*%.6$%(0*(-'(*)",98/.<*'99*(-.*/'('*6$)"(<*,$99.,(./0*'<*
F.99*'<*.G(."<)H.*'"'9J<)<*($*)",98/.*,%$<<C,$%%.9'()$"*'"/*<.A&."('()$"*$#*(-.*&'%E.(1
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