SemTech2011 - Employee-of-the-Month' Badge Unlocked
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SemTech2011 - Employee-of-the-Month' Badge Unlocked






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SemTech2011 - Employee-of-the-Month' Badge Unlocked Presentation Transcript

  • 1. Employee-of-the-Month Badge Unlocked!Engaging Your Employees to Describe Enterprise Data SemanticallyElena Simperl, Karlsruhe Institute of Technology, Germany & STI Innsbruck, Austria Germán Toro del Valle, Telefónica Investigación y Desarrollo, Spain Talk at SemTech 2011, London, UK5/3/2012 1
  • 2. The Semantic Enterprise• Semantic solutions for enterprise knowledge management enhance how – Existing content and knowledge are used and exploited (sometimes in novel, unexpected ways). – Employees collaborate and interact within the team and with customers.• Applicable to ECM, CRM, SCM etc.
  • 3. Semantic technologies are mainly about automation• But many tasks in semantic content authoring fundamentally rely on human input. – Modeling a domain. – Understanding text and media content (in all their forms and languages). – Integrating data sources originating from different contexts.• What motivates people to undertake such tasks?• What rewards could be effective?• How can an enterprise ensure that such tasks are executed effectively? – And the adoption of semantic technologies pays-off…
  • 4. Incentives and motivators• Incentives can be related to both extrinsic and intrinsic motivations.• Successful volunteer crowdsourcing is difficult to predict or replicate. – Highly context-specific, not applicable to arbitrary tasks.• Reward models often easier to study and control. – Different models: pay-per-time, pay-per-unit, winner-takes-it- all. – But assume performance can be reliably measured. – Not always easy to abstract from social aspects (free-riding, social pressure). – May undermine intrinsic motivation.
  • 5. Turn work into play 5
  • 6. What makes game mechanics successfull?* • Accelerated feedback cycles. – Annual performance appraisals vs immediate feedback to maintain engagement. • Clear goals and rules of play. – Players feel empowered to achieve goals vs fuzzy, complex system of rules in real-world. • Compelling narrative. – Gamification builds a narrative that engages players to participate and achieve the goals of the activity. • But in the end it’s about what task users want to get better at.* from and
  • 7. Guidelines • Focus on the actual goal and incentivize related actions. – Write posts, create graphics, annotate pictures, reply to customers in a given time… • Build a community around the intended actions. – Reward helping each other in performing the task and interaction. – Reward recruiting new contributors. • Reward repeated actions. – Actions become part of the daily routine.Image from
  • 8. What tasks can be gamified?* • Tasks that are decomposable into simpler tasks, nested tasks. • Performance is measurable. • Obvious rewarding scheme. • Skills can be arranged in a smooth learning curve.* from
  • 9. What is different about semantic systems?• It‘s still about the context of the actual application.• User engagement with semantic tasks in order to – Ensure knowledge is relevant and up-to-date. – People accept the new solution and understand its benefits. – Avoid cold-start problems. – Optimize maintenance costs.
  • 10. Enterprise Knowledge Management at Telefónica• Services: • Metrics: – Bank of Ideas – 1200 employees – Blogs – 7 cities / 3 countries (↑) – Corporate Directories – ˜3050 visits per day – Document management. – ˜56000 page views (impressions) per day – Forums – Average visit time: 20’ – News • Main consequence: – Pilot/Product/Service Catalogues – Alternatives means to get what we are looking for – Search engines – Wikis – …
  • 11. OKenterprise annotation tool
  • 12. Incentive 1: Reputation• Reputation is very powerful motivation in an enterprise.• Show benefit of annotations  expert network based on the annotations.
  • 13. Incentive 2: Competition/Rewards• Everyone (even employees ;-) ) like to play and to compete• ... and win prizes in return
  • 14. Incentive 3: Fun• Making everyday‘s tasks more fun
  • 15. Incentive 4: Public good• Getting profit out of everyone‘s contributions
  • 16. Thank,