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IADIS International Conference WWW/Internet 2010Assuming these factors, clearly the changeover to a E2.0 paradigm is not simple. The report “The Stateof Enterpise 2.0 Adoption Q4 2009” [Frappaolo, 2009] highlights the high level of uncertainty of scientificand industrial community about the best practice to introduce the E2.0 model inside an organization. In thefollowing, we report the main data of this research:• 21% of the interviewed company that have introduced the E2.0, used a top-down (also namedmanagement driven) approach. In this approach, the main actor is the management that became the lever ofthe entire adoption process;• 28% of the company used a user-driven approach in which the innovation involves first the lowlevel of organization. The employees use the collaborative tools generating knowledge and collaborating inan informal way in the execution of their task;• 52% of the company use a mixed approach in which the innovation is mediated by the needs ofemployees, management and governance.Considering the importance of this innovation, clearly this uncertainty in the implementation process isnormal. Probably, the best solution is strictly related with the status of the organization; thus, it is difficult todefine a universal effective process. Taking up this challenge, we illustrate an implementation process thatconsiders the technological aspects and the factors related to the management, the business process and theinformation system.3. THE ADOPTION PROCESSThe process presented next is made up of several steps. In our vision, it is important to conclude anyway allthe steps. The skipping of a single step has as a consequence to increase the change risks and to compromisethe quality of the result. The organizations can start their evolutionary path from an intermediate step if theyare absolutely sure that had already implemented the previous steps. This choice must be based on thereasons that brought, in the past, to adopt organizational/technological solutions apparently aligned with theE2.0 paradigm. It is useful to consider the process steps already completed as a checklist. We describe theprocess of fulfilment toward the Porter value chain; for each phase, we define the goal, the technological andthe methodological tools and the users (see figure 1).Figure 1. Process of adoptionConsidering the company’s area in which the specific phase has the main effect, the steps are grouped. hegoal of the first four phases is to change the style of the company management to align the monitoring toolsto the E2.0 paradigm. Thus, the four phases have been grouped in the planning and monitoring area that dealswith management and governance. The operative area encourages the cooperation and collaboration in thehorizontal process and the vertical process. The phase 7 is characterized by the reengineering of the businessprocess more and more focused on the people and on their knowledge. The business process will be renewingthrough the innovative application of the existing technologies of the Web2.0 . The phase 7 is very complex,and it will be made in several sub-steps . The phase 8, called Vision is the end of a challenging path that315