Enterprise 2.0: toward corporate social networks

Guillaume ERETEO

Organization have problems for connecting people, documents,

information and knowledge

knowledge management, sharing and accessibility

example: vista print

"we need to train our new people quickly so the don't break our software"

World wide locations

In 2008: 1400 employees in six locations in north America and Europe

Good idea and knowledge developed in each location

the whole company would benefit from sharing this knowledge

"how the company would do a better job of sharing its cumulated

knowledge"

A public success story of worldwide knowledge management

problem of information connection

example: 9/11/2001

Performance of U.S. Intelligence Community

"even though the system was blinking red before 9/11, no one could connect the dots"

[Mc Afee 2009]

U.S. Intelligence Community

16 agencies in 2001

Each agency had its own database

Stovepiped information / hub-and-spoke

January 2000

CIA investigations revealed that the suspected terrorists Khalid al-Mihdhar and Nawaf al-Hazmi respectively held

a U.S. visa and had traveled to the U.S.not shared with FBI

July 2001

FBI phoenix office wrote a memo to the counterterrorism

"effort by Osama Bin Laden to send students to the US to attend civil aviation universities and colleges"

July 5, 2001

Meeting with counterterrorism, FBI, Secret Service, Coast Guard, Federal Aviation

Autorithy:

"Something really spectacular is going to happen here, and it's going to happen soon"

July 2001

Mihdar arrived to the US

August 6, 2001

CIA analysts' daily brief to the President:

"Bin Laden determined to strike in U.S."

August 16, 2001

FBI Minneapolis office arrests Zacharias Moussaoui having 747 training without basic plane knowledge.

Agents, citing the crime of

"Destruction of aircraft or aircraft facilities",

were refused a search warrant on its personal effects.

August 24, 2001

Midhar and Hamzi were added to the TIPOFF watch list, which was intended terrorists from

entering the U.S.

9/11 commission report"we propose that information be shared horizontally, across new networks that

transcend individual agencies"

public successes of information connection

business intelligence and the wisdom of crowd

Example 3: prediction market

Iowa Electronic Market

applying the principles of stock market to political elections

replacing securities by candidate

the price of the candidate is replaced by predict percentage of vote

final result are close to the reality

the final error was of 1.49%!

Google prediction market

Application to technologies

can we use the diversity and the mass of users to tackle the diversity and the

mass of information?

public success story of use of the wisdom of crowd

"The Intranet tends to follow trends from the web, and social networking is

no exception" [Nielsen Norman Group 2009]

"It's better to structure information according to how people use it, rather

than what department owns it"[Jakob Nielsen 2009]

In 2015, the generation Y, used to social medias in their daily personal activities, will represent 15% of the European population

and 40% of workers in France

a whole generation that will ease corporate uses of social medias and that will probably

argue for it

enterprise 2.0

"the use of emergent social software platforms within companies, or between companies and their partners or customers" [Mc Afee 2006]

"emergent social software platforms"

"digital environments in which contributions and interactions" are:

• "globally visible and persistent over time"• performed with social softwares that "enable people

to rendezvous, connect or collaborate through computer-mediated communication and to form online communities"

• emergent, freeform, with "patterns and structure inherent in people’s interactions".

[Mc Afee 2009]

intranet of people via @amcafee

Search

Links follow me @ereteog

Authoring "read write web"

Tags

Extension see also

Signals

Social softwares for connecting people, documents and information

• explicit and declared relations

• interactions between actors

• affiliation between actors

Social links

colleague

communicate

skill

skillweb

the bull's eye of @amcafee 

• Strong links: close collaborators

• Weak links professional acquaintances

• Potential links: professional proximity

• Absent relationships: remainder of the network

Social capital

"resources embedded in one's social networks, resources that can be accessed or mobilized through ties in the networks" [Lin 2008]

Keep email for its initial goal: asynchronous discussions

Once consumed, information and knowledge in email are lost forever.

release and connect it!

Enterprise 2.0 and corporate social capital

Wiki, online office suites: • collaboration• productivity• agility

social networking service:• link maintenance• non-redundant information• network bridging

blog, social bookmarking:• efficient search• link formation• collective intelligence

Wiki are efficient for collaboratively editing document and creating a shared documentation

VersioningAccessingVisibilityPersistent

Social networking services assist links management

Managing contactsPushing / receiving

informationInteractingEmergent social structure

Blogs offer to easily publish information and knowledge

SharingLinkingNewsPersistent

Social bookmarking enables employees to collaboratively classify content through a daily personal activity

Collecting Classifying Sharing Emergent signals

Corporate acceptance problems

from vertical information silos

tohorizontal information network

organizational chart vs emerging structure

companies have spent decades at limiting the amount of information and collaborators each employee has to handle, in order to optimize

individual performances.

confidentiality restriction

some companies face strong information security and confidentiality restrictions and cannot even if accept unexpected practices

and interactions in their processes

overwhelming flow of social data

users need help for preserving the benefits of enterprise 2.0 software

in order to efficiently handle there social capital

Social network analysis

helps understanding and exploiting the key features of social networks in order to manage

their assets, their life cycle and predict their evolution.

revealingcommunity structure

Influences the wayinformation is shared[Coleman 1988]

influences the way actors behave [Burt 2000]

distribution of actors and activities

highlighting strategic resources

Degree centrality: Local attention

beetweenness centrality:reveal broker "A place for good ideas"[Burt 1992] [Burt 2004]

Closeness centrality: Capacity to communicate

[Freeman 1979]

transitivity of relationshipsevaluating social opportunities

Peter Jack

Paul

Analyzing intranet of people

sound great! but… what for?

have your organizational chart benefits from emerging social structure

maintain strong links

• Does your organizational chart take into account emerging communities?

• highlight influent actors and popular resources not yet revealed by your organizational chart

strengthen weak links

reinforce valuable weak links that connect relevant assets and opportunities

Identify structural gaps and

connect communities and people

that should collaborate

bridge social gaps

Open problem: using analysis metrics to leverage social intranet usability

references

• A. McAfee: "Enterprise 2.0: New Collaborative Tools For Your Organization's Toughest Challenges". Harvard Business Press. (2009)

• R. S. Burt: "Structural holes. The Social Structure of Competition". Harvard University Press. (1992)

• Lin, N.. "A network theory of social capital", In D. Castiglione, J.W. van Deth, and G. Wolleb. Handbook on Social Capital. Oxford University Press. (2008)

nameGuillaume Erétéo

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