You can read the whole thing here (it's worth it)
Or look down below for the synopsis:
1) The transformation to a bottom-up culture needs help from the top . Executives need to be role models in both using the technology and exemplifying the soft benefits.
2) The best uses come from users. But they require help to scale. Don't dictate how technologies must be used. Let usage patterns emerge organically.
3) What’s in the workflow is what gets used. Web 2.0 technologies shouldn't sit beside your "normal daily apps", they should be part of the normal daily business process flow (i.e. if you build it they will come does not work)
4) Appeal to the participants’ egos and needs. Not just their wallets. Recognize don't mandate. There's a reason most social web users want to gain friends, followers, connections etc. It's not about "meets expectations". Experts want to be recognized and listened to. You cannot force credibility or trust.
5) The right solution comes from the right participants. It's about the people, stupid! Web 2.0 technology does not a solution create. Tech is a means to an end.
6) Balance the top-down and self-management of risk. Risk is real. Ignoring it is as dangerous as being shackled by it. The Golden Mean obtains. Yay Aristotle.
