web 2.0 at work - simple and social collaboration between coworkers

© Acando AB

WEB 2.0 AT WORK

© Acando AB

Communication technologies

change society in waves

© Acando AB

Innovations like these have

helped to democratizise

access to information.

© Acando AB

.

© Acando AB

Since information is power,

such innovations are often met

with scepticism and fear.

© Acando AB

But we must try to overcome

our scepticism and fears by

learning to see the value these

innovations bring.

© Acando AB

We Must Learn To Look Beyond Obvious

© Acando AB

RSS feeds

& readers

Social

Bookmarking

Sharing

websites Instant

Messaging

Wikis

Social Networks

Micro-blogging

Blogs

We Must Learn To See The Tools

© Acando AB

Share information

and experiences

with others

Consume relevant

information from

sources you trust

Share any

Information you

find with others

Share photos

with others

Communicate

spontaneously

and direct with

others

Contribute to

and use

collective

intelligence

Find and connect

with other people

Communicate

quick and informally

with others

We Must See The Needs They Adress

© Acando AB

As individuals, many of us

are already using these

tools to enrich and simplify

our (social) lives.

© Acando AB

Our question today:

How can an organization

improve collaboration with

these simple and social tools?

© Acando AB© Acando AB

Web 2.0 at Work

Simple & Social Internal Collaboration

© Acando AB

Some Short ”Facts” About Us

Henrik Gustafsson

●MSc in Informatics, Knowledge

Management

●Strategy, analysis, architecture

●Content, portals, integration

●Virtual teams

Oscar Berg

●MSc in Informatics, Interactive

Systems

●Analysis, architecture, usability

●Web, portals, collaboration

●Virtual teams, off-shore

Visit our blog: www.thecontenteconomy.com

http://www.thecontenteconomy.com/

© Acando AB

If HP knew what HP knows, we

would be three times as profitable.

Lew PlattFormer CEO of Hewlett-Packard

“”

© Acando AB

PART ITrends & Challenges

© Acando AB

1.0

E-mailStatic WebsitesDiscussion forumsInstant MessagingChat Rooms

One-way & broad 2.0

BlogsWikisRSS MashupsPod- & webcastsSocial NetworksSocial BookmarkingFolksonomies

Simple & social

Dynamic WebsitesPortalsCommunitiesAgentsVIdeo ConferencingWeb servicesCollaborative filteringVOIP

Dynamic & interactive1.X

How the Web Has Evolved

Based on AIIM (2008) – Enterprise 2.0: Agile, Emergent & Integrated

© Acando AB

Mostly Read-Only Widly Read-Write

250 000 sites 80 000 000 sites

Collective

Intelligence

1996 2006

45 million users worldwide 1+ billion users worldwide

© Acando AB

Pillow Fight Flash Mob

Torino, Italy

.

© Acando AB

Most of the barriers to group action

have collapsed…

We can have groups that operate

with a birthday party's informality

and a multinational's scope.

Clay ShirkyAuthor of “Here Comes Everybody: The Power of

Organizing Without Organizations”

“

”

© Acando AB

The Principles of “Old” Media

A few

because the publisher owns

the production and distribution means

writes

for

a publisher

who

sells

to the many

© Acando AB

The Principles of Social Media

can produce, copyand share anything

at almost no cost!

Anyone to anyone

© Acando AB

All business are media businesses,

because whatever else they do, all

businesses rely on the managing of

information for two audiences -

employees and the world.

Clay Shirky“Here Comes Everybody: The Power of Organizing

Without Organizations”

“

”

© Acando AB

Globalization

Consumerizationof IT

”The Google Generation”

Democratization

Working Pro Working Against

Ignorance

Behavior

Power

Legacy

The Collaboration Forces

© Acando AB

You are already an integral part of

Web 2.0 business economy. Every

time you click on Google, Wikipedia,

eBay or Amazon you are sparking

network effects…even if you do not

buy anything.

Amy Shuen,

Author of “Web 2.0 A Strategy Guide”

“

”

© Acando AB

The Collaboration Challenge

© Acando AB

What Do We Mean With Collaboration?

Goal

Communication Interaction Collaboration

© Acando AB

Co

mm

un

ica

tio

n-

Ce

ntr

icOne-to-One One-to-Many Many-to-Many

Co

nte

nt-

Ce

ntr

ic

© Acando AB

E-mail is Being Mis/Overused

● Overuse and inappropriate use

● No structure or control

● Lock-in of key information

● Key information leaves

organization

● Information overload

● Enormous volumes of content

Many-to-Many

Co

nte

nt-

Ce

ntr

ic

© Acando AB

Workflow Systems Don’t Fit All Tasks or Users

● Does not fit user's workstyles

● Not supporting knowledge work

● Over-focus on approval

● Usually complex and requires

education

● Licenses not available for all

Many-to-Many

Co

nte

nt-

Ce

ntr

ic

© Acando AB

Portals Are Not Personal

● Mainly one-way communication

● Everyone cannot contribute

● Role needs <> individual needs

● One “truth” how to organize

information

● Tools and content in focus, not

people

One-to-Many

Co

nte

nt-

Ce

ntr

ic

© Acando AB

Key Ingredients for

Successful Collaboration

© Acando AB

Collaborative Culture

Consensus-driven

Informal

Fear of making mistakes Trial-and-error

Command-and-control

Formal

Hero-culture Mentoring-culture

© Acando AB

Easy to usePeople are

visible

Universally

accessible Informal &

spontaneous

Fits

Different

needs

Encourages

contribution

Fits my

work-style

Truly Collaborative Tools

© Acando AB

Collaborative Awareness

Me 1.0 Me 2.0

I interact with

others when I

have the time

I only use

e-mail

I occationally

update myself

I interact with

others regularly

and self-initiated

I use

multiple

tools

I have

ambient

awareness

© Acando AB

What About

Knowledge Management?

© Acando AB

The “Rules” of Business Are Changing

Knowledge-based

Structure-based

The basis of the

operation is the

structure of the

activities.

The basis of the

operation is the

knowledge of

individuals.

© Acando AB

The Knowledge Management Problem

●Knowledge is often stored in private

notebooks and in peoples heads

(tacit knowledge)

●Knowledge is typically exchanged

ad hoc and informally person-to-

person

© Acando AB

The Problem with Knowledge Management version 1.0

●Really not about people

●Knowledge treated as

a separate "thing"

●Knowledge management

seen as a separate act

●No return on contributions

●Does not blend with human

nature

© Acando AB

●Simple and social tools enable a convenient and user-driven way to

capture tacit knowledge and build collective intelligence

●Blogs and wikis are the 21st Century‟s notebooks and social networks are

the water coolers

What Web 2.0 Brings to Knowledge Management

BlogsWikis

Social Network

© Acando AB

PART IITools, Technologies

and their uses

© Acando AB

Enterprise 2.0 is the use of emergent

social software platforms within

companies, or between companies

and their partners or customers.

Andrew McAfeeAssociate Professor, Harward Business School

“

”

© Acando AB

How Web 2.0 is Penetrating the Enterprise

Wikis

RSS

Blogs 45%

43%

35%

IDC, “Quick Look Survey”, February 2007

© Acando AB

How Enterprises Are Using Web 2.0

The McKinsey Quarterly, ”How Businesses are using Web 2.0”, June 2007

Interfacing with

partners &

suppliers

Interfacing

with customers

Internal

collaboration 75%

70%

51%

© Acando AB

The Challenge: Getting the Balance Right

©2007 Collaborative Strategies 47

Control

Corporate IT Control

Corporate Content

Search & Browse

Corporate Taxonomies

Transactional Interactions

Enterprise Applications

Empowerment

Users in Control

User-Generated Content

Publish & Subscribe

User-Generated Metadata

Social Interactions

Individual Applications

&

© Acando AB

Being dismissive of blogs and wikis

because of how they are most of-ten

used, and talked about, today is a

mistake. What is important is how

they could be used.

The Gilbane Report Vol 12 no 10, 2005

"Blogs & Wikis: Technologies for Enterprise Applications?"

“

”

© Acando AB

Positioning Collaboration Tools in Time and Space

Apart

Together

ApartTogether

Time

Space

E-mail

Workflow

Portals

Phone

SMS

Video Conferencing

© Acando AB

Positioning Collaboration Tools in Context and Structure

Ad-hoc Project ProcessStructure

Context

Individual

Team/Unit

Enterprise

Ecosystem

© Acando AB

Team

OfficeBusiness

Unit

Project

Enterprise

Community

of Practice

FriendsCommunity

of Interest

We Need Many Different Spaces for Collaboration

© Acando AB

Key Tools & Technologies

© Acando AB

Key Tools And Technologies We Will Focus On

Social networks –Connections

& Context

Syndication & Mashups -

Reuse

© Acando AB

ENTERPRISE BLOGS

© Acando AB

Anyone Who Can Write Can Blog

Label your post

Publish immediately

or later

Edit easily

© Acando AB

Read and Share as You Like

Comment

Share and

Bookmark

Subscribe to feed

© Acando AB

Our legal department loves the blogs,

because it is basically a written-down,

backed-up, permanent time-stamped

version of the scientists notebook.

Marissa MayerVP of Search Product & User Experience , Google

“

”

© Acando AB

Why Enterprise Blogs?

●Blogs are a good way of conveying information instantly to the rest of

your community in one action

●They can be used as a timeline of events within a workgroup

●Capture and present ideas and opinions to coworkers

●Gather feedback and involve others in discussions

© Acando AB

Examples of Enterprise Uses

●CEO blog for communicating with coworkers

●Product management blogs for product communication and strategies

●Project management blogs for meeting minutes, project history, project

definition, risks…

●Sales blogs for sales and customer development

●Personal blogs for sharing experiences, links, news, ideas, opinions…

© Acando AB

ENTERPRISE WIKIS

© Acando AB

Collective Editing Made Easy

Get notified

Discuss

View history

Structure by linking

Edit without

approval

© Acando AB

WIKI

PAGE

How to Edit a Wiki

1. Check if subject exists

2. Exists = continue to next step

Does not exist = create a new

page

3. Edit the page

4. Save Previous versions

Edit

© Acando AB

Why Enterprise Wikis?

●Captures business information that otherwise would float around in

emails

●Easy to access and find information as the wiki is web-based and

provides search

●Easy and fast to edit thanks to simple interface and flexible format

●Easy to fix mistakes thanks to versioning and audit trail of unstructured

content

Anyone can contribute!

© Acando AB

Examples of Enterprise Uses

●Knowledge bases with corporate “how-to‟s”, information for new

employees, practical information

●Requirements management for capturing, negotiating and agreeing on

requirements

●Capturing "intelligence" such as competitor and industry activities and

consumer trends

●R&D quickly capture bookmarks and commentary on topics. write up

research proposals, notes, and experiments

●Corporate glossaries such as product terminology

© Acando AB

The decision to embrace wikis is part

of a changing ethic at the department,

from a „need to know culture‟ to a

„need to share culture‟.

Eric M. JohnsonOffice of eDiplomacy, US State Department

“

”

© Acando AB

”Intellipedia” - Connecting the Dots at CIA After 9/11

© Acando AB

Wrapping Up About Blogs and Wikis

Single-author

insights

Blogs

Wikis

Collective

Intelligence

User-generated,

interlinked and rapidly

adaptable bodies of

knowledge open to

everyone

Multi-author

“agreed-upon”

knowledge

© Acando AB

ENTERPRISE SOCIAL NETWORKS

© Acando AB

What is Social Networking?

© Acando AB

The social network put all that we

were doing into context.

Richard DennisonIntranet and channel strategy manager at BT

“ ”

© Acando AB

Why Enterprise Social Networks?

●A shared social space for people who are apart in time and/or space

●Easy to find people to connect, communicate with and get to know them

●Rapid distribution of relevant and informal information person-to-network

●Build relationships across boundaries (organizational, geographic…)

●Provides a context for knowledge exchange

© Acando AB

Social Networks Enable More and Broader Interaction

© Acando AB

Key Features – Examples

Find & connect with peopleDescribe who you are in a profile

Share contentTag your own and other people‟s content

© Acando AB

Key Features – Examples

See network activities Participate in groups

© Acando AB

Visits & Views Downloads

Favourites

Tags

Social

Bookmarks

Editorial Selection

Embeds

Links

User Activities Brings Valuable Content to the Surface

Shares

Comments

© Acando AB

The Long Tail of Content Use

Usage rate

Total amount of content

1-5% above ”the water line”

Still findable and accessible,

but filtered out

© Acando AB

Social Tools Encouraging Disruptive Thinking at BT

© Acando AB

ENTERPRISE SYNDICATION

© Acando AB

Subscribe to Information and Read in a Reader

Bookmark items

Share items

Label items

Read all feeds

in one place

Mark items as read

Subscribe to feeds

© Acando AB

Has anything changed?

Are there any new posts?

Will a search return something new?

Ordinary Surfing for Information = Constant Checking

Check

Check

Check

Based on slides by James Dellow (2008)

© Acando AB

News about content changes

New blog posts

New search results

Syndication Makes the Content Come to You Instead

Based on slides by James Dellow (2008)

© Acando AB

Why Syndication?

●Control what you read

●Spend less time searching

●Receive information instantly and in a consistent manner

● Increase you capacity to consume many sources

●Avoid occupational spam by avoiding irrelevant information and spam

© Acando AB

No Programming Required!

Authentication

Straight from the

source

Rearrange

Drag-and-drop

Configure

Search

© Acando AB

Mashups Are Lightweight Services

● Mashups are lightweight,

composite applications, based on

web architecture

● They mix and source content or

functionality from existing systems

● The sourced content and

functionality retain their original

purpose

Developer User

AssembleDevelop

Illustration based on illustration by Dion Hinchcliffe (2007)

© Acando AB

Web 2.0 Lower The Investment Barriers

Projects that do

justify big IT

spending

Va

lue

Projects that do not

justify big IT

spending

Unserved

demands

Buy Build SaaS Mashups and hacks

Amy Shuen (2008)

© Acando AB

Why Enterprise Mashups?

●Allow for real-time business intelligence by aggregate information from

various sources

●Can serve temporary and urgent needs as they can be quickly

assembled

●Can be adapted to personal needs as it mashups are assembled rather

than programmed and can be assembled by anyone

●Puts transactional data in context by allowing connections to both

structured sources (enterprise apps) and unstructured sources (blogs, web

sites…)


Collaboration in Practice

© Acando AB

Case Study: Team Collaboration

• Share ideas, opinions, experiences, news

• Distribute agendas and meeting minutesBlog

• Information to iroduce new coworkers

• Keep history of sales activities

• Use as knowledge baseWiki

• Collaborate on document deliverables

• Share presentations, documents, articles

• Store templates, resources, reference cases File Share

• Quick questions and statuscheckups

• Real-time conversations 1-to-1 or M-to-MIM

• Internal virtual meetings

• External virtual meetings

Web Conferencing


The Collaboration Platform

© Acando AB

The Collaboration Platform

Collaboration Spaces

Enterprise Unit Project Community Personal

Collaboration Tools

Instant

MessagingVoice

VideoDesktop

Sharing

Blogs & wikisIntranets &

Portals

Web- &

PodcastsFile Sharing

Mashups

RSS

Readers

Profiles &

Presence

Tagging &

Social

Bookmarking

E-mailSocial

NetworksRSS

Versioning Search Security Workflow Metadata

Basic Content Services

© Acando AB

Web 2.0 Tools – What They Have and What They Need

Choice of tools

Simple

Social

Rich Media

Integrated

Accessible

Secure

Enterprise

© Acando AB

SOA And Web 2.0 Exploit Services but..

SOA

• Heavyweight

• Composites

• Application services

• Centralized

• Enterprise

• Planned

Web 2.0

• Lightweight

• Mashups

• Content services

• Peer

• In the cloud

• Emergent

Service

Paradigm

© Acando AB

The Social Software Marketplace – On-Premises Software

Collaboration Platforms

Microsoft – SharePoint 2007

IBM – Connections/Quickr

Oracle – Oracle WebCenter Suite/Pathways

EMC – Documentum

OpenText – Livelink ECM – Extended Collaboration

Social Software Suites

Drupal – Drupal

Awareness – Awareness Platform

Connectbeam – Social Software Appliance

Jive Software –Clearspace

Traction Software –TeamPage

NewsGator – Social Sites

Telligent – Community Server

Wiki Software

Atlassian – Confluence

MediaWiki – MediaWiki

Socialtext – Socialtext

Twiki – Twiki

Blog Software

Six Apart – Movable Type

Automattic – WordPress

RSS Software

Attensa – Attensa FeedServer

NewsGator – Enterprise Server

http://www.microsoft.com/

http://www.ibm.com/

http://www.oracle.com/

http://www.emc.com/

http://www.opentext.com/

http://www.drupal.org/

http://www.awarenessnetworks.com/

http://www.connectbeam.com/

http://www.jivesoftware.com/

http://www.tractionsoftware.com/

http://www.newsgator.com/

http://telligent.com/Default.aspx

http://www.atlassian.com/

http://www.mediawiki.org/

http://www.socialtext.com/

http://twiki.org/

http://www.sixapart.com/

http://www.automattic.com/

http://www.attensa.com/

http://www.newsgator.com/

© Acando AB

The Social Software Marketplace – Software as a Service

Collaboration Suites

Google – Google Apps

GroupSwim – GroupSwim

Web Conferencing

Cisco – WebEx

Microsoft – LiveMeeting

Yugma

GoToMeeting

Wiki Software

Socialtext

Twiki

Blog Software

Automattic – WordPress

Google – Blogger

TypePad

Instant Messaging

Google – Google Talk

Microsoft – MSN Messenger

http://www.google.com/

http://groupswim.com/

http://www.webex.com/


http://www.yugma.com/

https://www1.gotomeeting.com/en_US/entry/entry.tmpl

http://www.socialtext.com/

http://twiki.org/

http://www.automattic.com/


http://www.typepad.com/



© Acando AB100

Reactive• Collaboration

choked or cut down

Managed• Collaboration

allowed to grow

Proactive• Collaboration

nurtured and cultivated

http://www.flickr.com/photos/jam343/1703693/sizes/o/

© Acando AB


AwarenessCommunication and coordination

as a way to collaborate

CultureA hero culture

with strong command and

control structures

ArchitectureIndividuals find their own tools

and how to manage content

GovernanceIndividuals need

to act based on their own

judgment

Reactive

© Acando AB




Local collaboration for problem solving



control structures

A more informal culture striving

for synergies and consensus



Standardized tools and

accessible content


to act on their own judgment

Guiding principles and

supporting roles defined

Reactive Managed

© Acando AB




Local collaboration for problem solving

Cross-collaboration for optimization and

innovation



control structures

A more informal culture striving

for synergies and consensus

A sharing and mentoring culture

based on trust



Standardized tools and

accessible content

Integrated flexible

collaborative platform


to act on their own judgment

Guiding principles and

supporting roles defined

Balance of flexibility and

control (mainly user led)

Reactive Managed Proactive

© Acando AB

Governance For The Formal And Informal

Formal process

• Defined artifacts & products

• Structured and secured approach

• Value for the enterprise

Informal process

• Ideas & concepts

• Spontaneous and open approach

• Value for community

Tipping Point

• Cost-Benefit

• Compliance

• Risk

© Acando AB

Change Required On All Levels

Management

• Vision and a collaborative environment

• Be accessible and less formal

• Broad input and spontaneous interactions

• Trust your co-workers and let ideas flow

• Remove barriers and leverage initiatives

Co-worker

• Present and promote yourself

• Connect to people and expand your network

• Create, share and participate actively

• Be a role model

• Coach and guide your colleagues

© Acando AB

Realize that Enterprise Web 2.0 is

unavoidable. Begin planning how to

deploy effective Web 2.0 capabilities

for maximum business value.

Anthony BradleyGartner

“

”

© Acando AB

Getting Started with The Acando Approach

How to kick-start an initiative

Intention Vision Development Life-Cycle

Awareness Seminar(s) - customized seminar

Direction Workshop(s) - pains, challenges,

maturity, stakeholders, value….

© Acando AB

Web 2.0 Success Factors

Start immediately and focus

on business value, not

risk

Set the social

networks and the

culture as the

foundation

Manage a portfolio of Web 2.0 tools and

seed content

Be committed for the long

run and reward

participation

© Acando AB

Principles of Web 2.0

● Users create value

● Utilize collective intelligence

● People build connections

● Get visible and social

● Networks multiply effects

● Actively promote growth

● Syndicate corporate competence

● Reuse and repurpose assets

● Ecosystems are value networks

● Limit the barriers for collaboration and innovation

My

Organization

Amy Shuen (2008)

© Acando AB

Web 2.0 Challenges And Enterprise Stakeholders

• How to attract user participation and build on collective user value?

Marketing

• How to re-use knowledge assets and improve collaboration and innovation?

Operations

• How to capitalize competence, web infrastructure, and activate network effects?

Finance

• How to empower the individual and enrich interaction in social networks?

HR

• How to set up a simple, flexible and integrated collaborative platform?

IT


THANK YOU!