How to enable dispersed teams to coordinate their actions to achieve their goals and how to enable an organization to harness its collective intelligence - with the use of social software and principles of social media.

1. Enterprise 2.0
Efficient collaboration
and knowledge exchange
Photo: http://www.sxc.hu/browse.phtml?f=download&id=1093184

2. Who are we?

3. PART I

4. The Collaboration Challenge
Enabling a dispersed team to coordinate its
actions to achieve a shared goal.
3 200 Title of presentation

5. The team that developed this seminar
Stockholm
Malmö
Barriers: geography, schedules

6. A fairly large global organization
Barriers: organization, geography, time, language, culture

7. The nature of work is changing
More disconnected
work environments
More complex work More interactions with
environments unknown people

8. Today’s collaboration challenges
Cross-organization
Seamless Cross-location

9. Over time, virtual collaboration will become the norm
Action Action
Action Action
Collaboration across boundaries of space, time, and organization
supported by technology.

10. The fifty-foot rule
Based on proximity, people are not likely to collaborate very often if
they are more than 50 feet apart.
Probability of communicating at
least once a week
0.30
0.25
0.20
0.15
0.10
0.05
0.00
0 30 60 90 ... Separation
distance in feet
Tom Allen, MIT, 1977

12. Small businesses are natural innovators
Aren’t afraid to experiment
Are adept at doing more
with less, creating an and improvise when going
innovative mindset after new opportunities
In a small company,
Rely on strong social
collaboration comes
networks to share
naturally!
information and inspire
innovative thinking
According to research by Intuit

13. In a large or highly distributed
So then we need to make
organization like ours,
virtual collaboration easy
cross-organizational and cross-
– as easy as on the
location collaboration does
web!
NOT come naturally.

14. The gulf of collaboration
We need simpler and
richer collaboration
E-mail Portal
support for our team
Phone Workflow
Photo: http://www.noorsonline.nl/fjord.jpg

15. “
The most basic collaboration tool is
email, but we would argue that it is
one of the worst as it is not bounded
”
to a particular group or project.
Mike Davis
Butler Group

16. E-mail is not bad, it just needs to know its place
One-to-Many Many-to-Many
One-to-One
Two-way One-Way Two-Way Two-Way
One-Way
Communication
Co-production

17. The Knowledge Worker
“One who works primarily with information or
one who develops and uses knowledge in the
workplace.”
Peter Drucker, 1959
Photo: http://www.sxc.hu/browse.phtml?f=download&id=836294

18. The rules of business are changing
People, empowerment, participation…
The basis of the
operation is the
Knowledge-based
structure of the
activities.
The basis of the
operation is the
knowledge of
Structure-based
individuals.
Procedures, control, compliance…

19. Knowledge work is increasing
● In general 25 to 50 percent - in some cases more - of the workforce is
engaged in knowledge-based work consisting of “tacit”

20. A business is more than just information
Let’s make
Relation
I have an
something
idea…
together!
Conversation
Information

21. Information (data + content) is just something to talk about
People
Conversations
Content
Data

22. The typical situation of a knowledge worker
What’s happening? How to share?
Where to look? When to act?
Anything new? Who knows what?
Who and what can I trust?

23. The Social Web
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Photo: http://www.flickr.com/photos/jerrycooke/3177877448/sizes/o/

24. The web knows no borders

25. The web knows no borders

26. The web knows no borders

27. A leading open-source operating system

28. The world’s most comprehensive knowledge base

29. What is new with the web?
You can reach
Reach a global audience
Technologies enable
instantaneous
responses and
You can create and
dialog
Accessi- distribute at little or
Recency
bility no cost
You
People are willing to You can create and
Transpa-
Usability
share a lot operate the means of
rency
production

30. Why knowledge workers like the new tools
Fits my work-style Fit different needs
and situations
Access anywhere Low barriers of
anytime interaction
Find and connect
Return on contributions
with people
Easy to use

31. We bring them to work because they empower us

32. Enterprise 2.0
Enterprise 2.0 is the use of
emergent social software
platforms within companies,
or between companies and
their partners or customers.
Andrew McAfee
Associate Professor
Harvard Business School

33. There will be a shift in corporate techology adoption
Source: McKinsey Quarterly ”Six ways to make Web 2.0 work” (February 2009)

34. “
The average Intel employee dumps
one day a week trying to find people
with the experience & expertise plus
the relevant information to do their
job…Let me just say that it is
”
motivating us to take action.
Laurie Buczek
Enterprise Social Media Program Manager, Intel

35. There really is no other way
- to understand social media, you
need to participate in it.

36. Aha! moments for the Knowledge Worker
If you give a little,
#1 you will gain a lot

37. Aha! moments for the Knowledge Worker
Ambient awareness gets
#2 you on top of things

38. Aha! moments for the Knowledge Worker
You will discover things
#3 you didn’t know you
were looking for

39. PART II

40. Finding Information

41. More information is better – there’s something for everyone
Usage rate
Most popular, something many
3%
people want or need
Readily available and easy to find
Less popular, but there might be
something just for you
Less easy to find, but still available
Total amount of content

42. Metadata + filters make relevant information surface
Visits & Views
Favourites Favourites
Embeds Taxonomy
Downloads
Shares
Tags
Social
Bookmarks Users
Comments

43. Communicating
Photo: http://www.flickr.com/photos/flocci/23272006/

44. E-mail has many good sides…
Easy and convenient to use
Easy to access from anywhere
Everyone has an e-mail address
Good for private conversations

45. …but bad sides as well
Ooops!
Forwarded it to a
Sorry guys, I’m
customer…
leaving this place -
I can’t find it in
and I’m taking my
any of our
mailbox with me!
databases…
Spam!
Why did I get this
Hey, why didn’t
information?
I get that
information?

46. Blogs can help to solve some of the problems with e-mail
I’ll check in
Good work!
later
No duplication of information
Information captured
Accessible and findable
Easy to collect feedback
Usage can be measured
Decrease occupational spam
Enables reuse of information
Found it!
Allows subscriptions
I’m not
interested

47. Co-producing
COLLECTIVE PRODUCTION IN TEAMS
Photo: http://www.flickr.com/photos/flocci/23272006/

48. Co-producing via e-mail and attachments
Team members
? ?
Stakeholder
Stakeholder

49. Co-producing via wiki
Team members
Here’s my
Good to
opinion…
know!
Read Read
Comment Comment
Stakeholder
Stakeholder

50. Co-producing via wiki
Always clear which version is the latest
Notifications are automatically sent after updates
Hyperlink to other resources
One source of information
Information can be accessed and found by others
Easy to access and edit
No information deleted – restore always possible
Supports discussions

51. Sharing and Discovering
Photo: http://www.sxc.hu/browse.phtml?f=download&id=836294

52. “
Why social networking? Because
”
NASA is more that just one expert
and one center.
Celeste Merryman, NASA
quot;Findings from the NASAsphere Pilotquot;

53. Discover and share knowledge in professional networks
Rapidly distribute
Find and connect
ideas, experiences
with people across
and knowledge
boundaries
Become aware of Tap into the
what others are knowledge of
doing your informal
network

54. Seeing your network can help you use it better
Source: NewsGator

55. Feeds with network activities create ambient awareness
Source: NewsGator

56. Finding Answers
Photo: http://www.sxc.hu/browse.phtml?f=download&id=836294

57. “ Chasing the expert is a waste of time
…We assume that true intelligence
resides only in individuals, so that
finding the right person will make all
the difference. Trying to find smart
people will not lead us astray - but
trying to find THE smartest person
”
will.
James Surowiecki
Author of “The Wisdom of Crowds”

58. Ask yourself - Are you really looking for an expert…
Where can I find
an expert on
collaboration?

59. …or are you looking for answers (provided by experts)?
Here’s my
answer…
Does anyone know
which are the keys
to efficient
collaboration?
Here’s my
answer…
Here’s my
answer…
Here’s my
answer…

60. Letting your network work for you (LinkedIn)

61. Examples of corporate use of the same kind of feature
● 60% of questions are answered ● Ninety-three percent (93%) of the
within one hour questions answered were by people
different center than that of the
person who posted the question
● Each question receives an average
of 9 responses

62. Increasing Transparency
http://www.flickr.com/photos/ppdigital/2052560350/sizes/l/

63. A team always operates in an environment
Team
Extended team
Stakeholders
Observers

64. We tend to forget about the environment and create silos
What is going
on? Who is
doing what?…
?
?
My Project
?
?

65. Knowing what goes on = hard detective work
What’s new
here?
Oops!
No access
My Project
What are
you up to?

66. The solution: open up access and publish and subscribe

67. Then you can aggregate information flows to dashboards
Dashboard
Team
Blog
Project
Blog
Project
Blog
External
Blog

68. Example of dashboards
Source: NewsGator

69. PART III

70. Approaching Enterprise 2.0
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Photo: http://www.sxc.hu/browse.phtml?f=download&id=1170246

71. There are several
strategic questions
you need to answer to
successfully exploit
new technological
opportunities…

72. How do we
What do we What can we
create value -
need to do? do?
quick?
How do we How do we
How do we
manage architect
minimize risk?
change? change?
How do we How do we
How do we
ensure effective know if we are
govern use?
adoption? successful?

73. Acando’s Enterprise 2.0 Maturity Model
Reactive Managed Proactive
Culture Me We Everyone
Ways of Information Conversation Relation
working
Technology Anarchy Standards Integrated
Governance Blocking Guidelines Community

74. Acando’s approach to Enterprise 2.0
Think big, act small
Measure, don’t predict
Deliver quick value

75. Phases and focus areas
1 Drivers Value Maturity Strategy
Direction
2 Ways of
Technology Governance Change
Framework working
3 Proof of Approach Solution Pilot Evaluation
Concept
4 Measurable
Tactics Development Transfer
Adoption Results
Inspired by quot;Enterprise 2.0 Implementation Frameworkquot; by Ross Dawson, Advanced Human Technologies

76. Phases and focus areas
Ways of
Drivers Value Technology
working
1 2
Maturity Strategy Governance Change
Think big, act small
Measure, don’t predict
Deliver quick value
Approach Solution
Tactics Development
3
4 Measurable
Pilot Evaluation
Transfer
Results
Inspired by quot;Enterprise 2.0 Implementation Frameworkquot; by Ross Dawson, Advanced Human Technologies

77. Defining a manageable scope is key
Enterprise-wide
Business
Area
Complexity
Team
Project
Organizational Level
Social network
Adoption level
Feeds
Wikis
required
Blogs
Technology

78. The classic approach
Business Launch
Development
Case
Months and years Value?
Will our product or service be usable? Will it be fit for
purpose?
How much do we have to invest to get it used once it is
launched?
How do we know it generate the desired value?

79. The 2.0 approach
Idea Develop, launch, evaluate, adjust many times
Industrialize
Weeks
Weeks
Weeks Weeks Weeks when value
is proven
Value!
Value! Value!
Value!
Define value and measure from the start
Grow a user base and increase adoption bit by bit
Get feedback and adjust solutions along the way
Perceptual beta - industrialize later

80. Thank you!

81. www.acando.com
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