Innovation through collaboration: the case of Bticino - a social networked sales force

Innovation through collaboration: the case of Bticino – a social networked sales force Rosario Sica, University of Insubria (Italy)/Founding Partner, Open-Knowledge Dr Norman Lewis, Managing Partner, Open-Knowledge, UK

Agenda
Methodology
Case of BTicino: the social network of sales people
The System

Formal organization and informal networks

Keywords
Conversations User-generated-content Crowdsourcing Open source Liquid society Open innovation Web 2.0
Informal Community management Social Network Organizational Network Analysis
Learning within an organization
Corporate University Folksonomy Trust in Enterprise 2.0

Learning management in the Knowledge economy

The approach to community management (from E. Wenger)

Agenda
Methodology
The System

Communication management in an accelerated world

BTicino: community of practice of sales people
Why:
Activating processes of professional communication through pairing and a bottom up approach in selling networks
Capitalizing on information and the knowledge within a network
When:
Start of project: March 2006
Web community goes live: November 2006
Who:
Purchaser: Commercial direction
Participants: 600 active technical-sales personnel of BTicino, Legrand Italia and Zucchetti
How:
Organizational and technological assessment
Activation/co-design of group of friends
Technology set-up
Communication plan/Launch
Animation/Editing

Working within the community Assessment and analysis of social networks Projecting and constructing the community Launching the community Editing and cultivating the Community Implementing enabling technologies

Workflow of project Phases Activities Feasibility analysis Projection Implementation Launching and management Evaluation Output
Project kick-off
Creative session – agents of change
SNA/Organizationand Network Analysis
Involvement and working as “friends”
Organizational assessment: advantages and conditions of feasibility
Technological Assessment
Model of services and Programming
Specific technological and interface technology
Level of communication
Segmentation and analyses of community and under community
Model design of service and level of communication
Design of the environment
On line community functions: functionality and content
Version Beta of developing portals
Test with pilot editing
Formation and test of quality for usage
Web community in practice
Editing/ Animation activities
Start of and comunication of engagement activities
Start of editing and animation activities
Dossier of evaluation
Collection of participation data and grading
Elaboration and evaluation of the effectiveness and recommendations
Time elapsed 3 weeks 6 weeks 6 weeks

Analyses of social networks and organizations (ONA)
Data input : questionnaires ad hoc (survey online)
Elaboration : specific analysis tools and representation data (social maps)
Dimension of analysis
Levels of collaboration within a network
Sharing of information and being proactive
Flexibility/Rigidity
Wellbeing and trust
Qualitative/quantitative evaluation of :
Connections and co-existence of networks
Central / peripheral analyses
Competencies and best practice
Levels of trust

Governance and CoP lifecycle Lifecycle Launch Growth Maturity Governance Consolidation convention opening new networks Structure (sub-community) […] Risks of loss Recognizing the contribution of companies within a Community

Examples of services aimed at the Community Identification, production, classification of ideas/news/resources Construct bases for collective knowledge Map and certify the competencies Managing projects through a Blog Collective construction of corporate encyclopedia/glossary: best practices, processes, standards, instruments, etc. “ Social tagging” the competencies of personnel. Localizing the expertise and system of reputation FOCUS TECHNOLOGIES OF REFERENCE SERVICE Producing and classifying Ideas/Resources Project management and coordination of formative initiatives through blogging networks

The eco-system

Main topics from the focus group Formazione Comunicazione Mkting operativo Mkting prodotto My Home STC FTC Mappa contenuti formativi Formazione -nuovi prodotti -lampi formativi -video/audio Mappa contatti Comunicazione istituzionale -news -report eventi -brochures Mappa risorse informative esterne Documentazione prodotto -fogli istruzioni -selezione foto -piano di marketing -cataloghi Monitoraggio concorrenza -scontistica/prezzi -soluzioni/prodotti -promozioni Spazio creativo - nuove funzionalità su prodotti esistenti Test -comunicazione tecnica -promozioni Schede personali Spazio creativo soluzioni -soluz.innovative di FTC My Home Offerte grandi lavori Confronto tecnico e di mestiere Difettosità di prodotto) Collana referenze Ascolto bisogni formativi Monitoraggio clienti: -apprezzamento promozioni -apprezzamento nuovi prodotti

Communication plan: a viral strategy SMS: Difficoltà a trovare informazioni sui prodotti Bticino? La soluzione è sul campo! … seguici via email! -12 days Settimana intensa e week-end da organizzare? Sul campo guadagni tempo! … seguici via email! -7 days Vuoi dare indicazioni sulla qualità e le funzioni dei prodotti Bticino? ...fallo sul campo! -3 days Benvenuto alla Convention 2006 Bticino! Ci vediamo oggi sul campo! Convention 3° Spot Segnalazione per azienda 2° Spot Un week-end da organizzare 1° Spot Problematica su prodotto 4° Spot Sul campo

Result
Comunication
Campaign teaser
Launch event (convention)
Editing centralised content
Alert and launch through SMS and e-mail
Active services
Thematic forums of discussion
Managed forums of corporate experts
Quick polls
Podcasting
Document management
Personal form
Themes of conversation
Actions of the competition (prices, news about competitors)
Product promotional campaigns
Comparison of products and troubleshooting
Requests for reference and collaborative construction of reference documents
Dates of participation
Active users: 94%
Share daily average: 40% (up to 75%)
Weekly access to the community per participant: 3
14.000 pages visited per month

Agenda
Methodology
The System

Thank you
[email_address]
[email_address]

http://www.slideshare.net	10
http://blog.open-knowledge.it	7
http://broadvision.clearvale.com	1
http://www.yatedo.com	1

Innovation through collaboration: the case of Bticino - a social networked sales force

by Open Knowledge on Feb 09, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 19

Statistics

Innovation through collaboration: the case of Bticino - a social networked sales force — Presentation Transcript