The integration of the enterprise is upon us. Social technologies have brought upon us a new era of distributed knowledge with people at their center. While social software has been growing in use among knowledge workers, it is rarely cited as a benefit to traditional industry. Yet, using today's modern E2.0 technologies - we are witnessing a technological renaissance that promises to bring new life to many embattled industry sectors.

1. Social Transformation: Accelerating
Industry at the Pace of Social
Andrew McAfee,
Author, Principal MIT Research Scientist
Wendy Wloszek, President
Industrial Mold
Larry Housel, Head of IT
Industrial Mold

2. The Problem
“If only HP knew what HP knows, we
would be three times more
productive.”
- Lew Platt, former CEO of HP

3. The Intranet

4. The Intranet
“…managers would say “I can never find anything
on the intranet”… I came to the conclusion that
corporate intranet search was pretty much
pointless. Not enough people created linky content
so Google was out…”
- Euan Semple, knowledge manager at the BBC
http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-
managers-are-clueless/

5. The Intranet
“…managers would say “I can never find anything
on the intranet”… I came to the conclusion that
corporate intranet search was pretty much
pointless. Not enough people created linky
content so Google was out…”
- Euan Semple, knowledge manager at the BBC
http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-
managers-are-clueless/

6. Content Management Systems

7. Content Management Systems
“Most stuff was static documents stored in
“knowledge coffins” …that relied too heavily on
structure, determined by someone else and
without the benefit of context and lastly, with a
few rare exceptions, once you found the document
it was likely to be badly written, barely relevant
and out of date!”
- Euan Semple, knowledge manager at the BBC
http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-
managers-are-clueless/

8. Content Management Systems
“Most stuff was static documents stored in
“knowledge coffins” …that relied too heavily on
structure, determined by someone else and
without the benefit of context and lastly, with a
few rare exceptions, once you found the document
it was likely to be badly written, barely relevant
and out of date!”
- Euan Semple, knowledge manager at the BBC
http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-
managers-are-clueless/

9. Content Management Systems
“Most stuff was static documents stored in
“knowledge coffins” …that relied too heavily on
structure, determined by someone else and
without the benefit of context and lastly, with a
few rare exceptions, once you found the document
it was likely to be badly written, barely relevant
and out of date!”
- Euan Semple, knowledge manager at the BBC
http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-
managers-are-clueless/

10. Content Management Systems
“Most stuff was static documents stored in
“knowledge coffins” …that relied too heavily on
structure, determined by someone else and
without the benefit of context and lastly, with a
few rare exceptions, once you found the
document it was likely to be badly written, barely
relevant and out of date!”
- Euan Semple, knowledge manager at the BBC
http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-
managers-are-clueless/

11. What’s Different Now?

12. Simple

13. Simple

14. Social

15. Networked

16. Multimedia

17. Interactive

18. Frictionless

19. Mobile and Powerful

20. What’s the business value?

21. At the BBC
“…what people really wanted was to find someone
who knew what they were talking about. Even if
that… meant knowing which document to read, why
and where it was to be found… The result was that
when someone [asked] on our forums… they were
usually rewarded, and very quickly, with multiple
answers”
- Euan Semple, knowledge manager at the BBC
http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-
managers-are-clueless/

22. At the BBC
“…what people really wanted was to find someone
who knew what they were talking about. Even if that…
meant knowing which document to read, why and
where it was to be found… The result was that when
someone [asked] on our forums… they were usually
rewarded, and very quickly, with multiple answers”
- Euan Semple, knowledge manager at the BBC
http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-
managers-are-clueless/

23. At the BBC
“…what people really wanted was to find someone
who knew what they were talking about. Even if that…
meant knowing which document to read, why and
where it was to be found… The result was that when
someone [asked] on our forums… they were usually
rewarded, and very quickly, with multiple answers”
- Euan Semple, knowledge manager at the BBC
http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-
managers-are-clueless/

24. Explicit and Tacit Knowledge

25. Two Kinds of Knowledge
“We know more than we can tell” – Michael Polanyi

26. From Tacit to Explicit Knowledge
“…converting tacit knowledge… into an explicit
concept… involves… dialogue among members.
A key… is to share one’s original experience –
the fundamental source of tacit knowledge.”
- I. Nonaka, “A Dynamic Theory of Organizational Knowledge
Creation” (1994)

27. Shared Experience and Dialogue

28. Results?
% of Median
Internal Uses respondents improvement
Access to Knowledge 68% 30%
Access to Internal Experts 43% 35%
Employee Satisfaction 35% 20%
Increasing Innovation 25% 20%
External Uses
Increasing Customer Satisfaction 43% 20%
Increasing Innovation 22% 20%
Source: “How companies are benefiting from Web 2.0:
McKinsey Global Survey Results”

29. ®
Building Better Together
E2.0
at
IMM

30. Who is IMM?

31. Dedication to People & Knowledge
People
Machines
Building Better
Together ®
Knowledge
Information
31

32. 30-40 year olds
Manufacturing’s Lost Generation
People
Apprentice Expert
unconscious unconscious
incompetence competence
tacit knowledge transfer
Practicing Professional
conscious
incompetence
conscious competence
32

33. Increasing Human Capital
Knowledge

34. Information meets Technology
Information
• Tablets have expanded IT to
the shop floor - Information
follows material at all times
(core lean manufacturing
concept)Shared production
plans
34

35. Information

36. People
Machines
®
Building Better Together
Knowledge
Information

37. Thank you
• Q&A
• For more information on Socialtext, please
visit www.Socialtext.com
• Recording will be available on Socialtext
• How to reach us us:
– Andrew McAfee- @amcafee http://andrewmcafee.org/blog//
– Wendy Wloszek – wendyh@industrialmold.com
– Larry Housel – @lawrenceh larryh@industrialmold.com
– Sandra Ponce de Leon - @socialtext sandra.poncedeleon@socialtext.com

38. About Socialtext
• First Enterprise Social Software Company founded
in 2002
• Communications & collaboration platform that helps
your employees “In the Flow of Work”
• Social Layer is our vision
• Flexible Deployment options: Secure on-site or
hosted appliance
• Widely recognized as Visionary & Leader among
key analysts