Collaboration 2.0: Interacting Profitably in a Connected World

Collaboration 2.0 : Interacting Profitably In a Connected World David Coleman Managing Director Collaborative Strategies November 26 2007

How We did the Book
Whole book took 6-9 months (that’s Fast)
Met Stewart on the “Value Networks” list
Met 2X physically (initial lunch, NewWoW)
Used Collaborative tools, Near-Time, Glance, Skype, etc.
©2007, All Rights Reserved

Proximal Collaboration
“ When people are more than 50 feet apart, their likelihood of collaborating more than once a week is less than 10%.”
Thomas J. Allen, Managing the Flow of Technology: Technology Transfer and the Dissemination of Technological Information Within the R&D Organization, MIT Press, January 1984
© 2006 Collaborative Strategies. All rights reserved.

Critical Definitions
Communication :
Interaction :
Collaboration:
Synchronous Collaboration:
Asynchronous Collaboration:
Community- common interest
Social Network - connection
Team or virtual workgroup – common project

Collaborative Data Model
All collaborative interactions have to incorporate one or more of these four data types:
Structured Data (database)
Unstructured Data (e-mail, documents, etc.)
Conversations (IM, threaded discussions, etc.)
Tasks (actions in a project)

4 Benefits of Collaboration
Saving time or money (tangible)
Increasing quality (tangible…but less so)
Innovating and/or providing decision support (tangible but less than quality)
Easing access to and interactions with subject-matter experts (intangible)

Collaboration 2.0
Collaboration 1.0
Collaboration 2.0
Focus on content
People find content on web sites and portals
High security on web documents and content
Seats and licenses
F2F is best for meetings
Interact w/ colleagues
Search (Google) is king
Focus on interacting or sharing content
People pull content through tags
Blogs, wikis and transparency
SaaS (Software as a Service)
“ Move bits not butts”
Web/data conferencing
Customer as partner

Where are you? Collaboration 1.0  2.0
1.0 (phone, fax and e-mail)
1.25 (I do a little 2.0, but mostly e-mail)
1.5 (I am trying, but still stuck in 1.0)
1.75 (I am taking my kid’s lead, and moving to social networking, etc.)
2.0 ( Blogs, wikis and social networks… oh my!)

Collaboration Assessment (handout) ©2007 Collaborative Strategies Technology Economics Culture Politics Score = Score = Score = Score = Weight = 1 Weight = 2 Weight = 3 Weight = 4 Subtotal = Score X Weight Subtotal = Score X Weight Subtotal = Score X Weight Subtotal = Score X Weight + = + + Total

Section 2: Collaboration 2.0: New Types of Content to Manage

Unified Communications
These technologies are all integrated into the communication infrastructure of the enterprise
Audio (PBX, or IP-PBX)
Video (both room-based and web cams, Telepresence, Immersive telepresence)
Web/data conferencing
IM (instant messaging, chat)
Presence and location

What are you currently using? What New Types of Content do You Need to Deal With?
PBX or IP-PBX
Integrated with web conferencing
IM/chat/presence
Mobile infrastructure
E-mail infrastructure
Multimedia content

What is a Wiki?
“ A wiki is a medium which can be edited by anyone with access to it (collaborative writing)
Provides an easy method for linking from one page to another.
Wikis are typically collaborative websites

Enterprise Wikis (not a complete list)
SocialText
Atlassian’s Confluence
Jive’s Clearspace
Traction Software
eTouch
Central Desktop
CustomerVision - BizWiki

Wikis in the Enterprise
First found in IT
Often found in R&D
Later found in Marketing or operations
Used as an intranet
Used as a repository
Discuss issues, feedback
Tenacity Corp Case Study (CustomerVision)

Blogs
A blog – web site where entries displayed in reverse chronological order
Interactive through comments
Social Tagging - Collaborative tagging (also know as folksonomy, social classification, social indexing and other names) is the practice and method of collaboratively creating and managing tags to annotate and categorize content
Vlog – Video blogging
Blog search engines: blogdigger , Feedster , and Technorati ,
As of September 2007, blog search engine Technorati was tracking more than 106 million blogs

Blog Software/Services
Software
WordPress
Movable Type
Blogger
LiveJournal
Services
Siteground
Blogzy

Mobile Collaboration HTC Universal/i-Mate Jasjar/O2XdaExec/T-MobileMDAPro/GrundigGR980/Orange SPV5000 The U.S. has a third-world mobile infrastructure, and will mostly skip 3G and move directly to 4G to support interactive audio, video, and data on mobile devices by 2008 or 2009. ©2007, All Rights Reserved

Collaboration 3.0
The semantic web
Ability to transfer knowledge rather than information
Immersive collaborative environments (audio and video conferencing in Second Life)
Content expressed in a natural language
A common standard (RDF) for websites to publish the relevant information in a more readily machine-process-able and integrate-able form
Bots and Intelligent Agents
© 2007 Collaborative Strategies. All rights reserved.

Virtual Worlds (list) © 2007 Collaborative Strategies. All rights reserved. Active Worlds Coke Studios Cybertown Disney's Toontown Dreamville Dubit Habbo Hotel GaiaOnline Zwinky The Manor Mokitown Moove Muse The Palace Playdo Second Life The Sims Online Sora City There TowerChat Traveler Virtual Ibiza Virtual Magic Kingdom Voodoo Chat VPchat VZones whyrobbierocks Whyville Worlds.com

ICE: Immersive Collaborative Environment Qwaq Forums -Persistent virtual workspace, -Drag-and-drop content. Based on Croquet (open source 3D development environment) © 2007 Collaborative Strategies. All rights reserved.

Virtual Worlds – Second Life Collaboration 3.0

Collaboration 2.0 Virtual Team Spaces

Web 2.0 VTS tools
Near-Time
Huddle
Clearspace
Near-time
Teamworkzone
Central Desktop
Nexo
Collanos Workplace
Openteams

Social Network and Community Tools
Q2Learning
iCohere
Affinity Circles
GroupMembersOnly
Collanos
Foldera
Leverage Software
Smallworldlabs
Social Platform
Web Crossing
CollectiveX
Me.com
Sparta Social Networks

Functions from Community tools
User Profiles
Visual Targeted Matchmaking
Expertise Discovery
Community chat
Integrated opinion polls
Private messaging (IM)
Blogs
Wikis
Quick connect
Multimedia file sharing
Customized notifications
Tagging, tag clouds and social tagging
Presence
RSS feeds
Discussion forums
Group and role administration
Integrated calendar management
Rating and ranking of content
Reputation engines
Sponsorship and advertizing engines
Community e-mail marketing
Community activity reporting

Types of Communities
Customer communities
Media communities
Internal/ enterprise communities
Consumer communities
Partner or channel communities
Event communities
Member communities

Online Community
Closed Communities (enterprise)
Q2Learning – have own IM, but not VoIP
iCohere – work with associations
Affinity Circles – Social network for alumni
Virtual Worlds
Second Life (Linden Labs)
There.com
© 2006-2007 Collaborative Strategies. All rights reserved.

Industries Adopting Collaboration Technologies ©2007, All Rights Reserved Financial Services Healthcare/Pharmaceutical Government High Tech Manufacturing Education Professional Services Telecom Based on research done in Q2, 2005 for CS’ RTC report

Sales & marketing (proposal development)
Customer service/support (exception handling)
R&D (new product development)
Value network management/relationships with external organizations, DPM, and project management (exception handling)
Training (internal and external)
Decision support/crisis management
Critical Processes with Collaborative Leverage ©2007, All Rights Reserved

Tradition Innovation Proliferation Consolidation Acceptance (TIPCA) Cycle Enterprise Collaboration Convergence 2. Innovative technology enters via Web 2.0-er to answer a need 5. Wide-spread Acceptance leads to traditionalization 1. Use of Traditional established technologies 3. Proliferation to other group occurs & IT notices! 4. IT Consolidates & standards are set for support Web 2.0 is propelling the TIPCA cycle even faster!

Stages of Evolution for Collaboration in the Enterprise Stages of Adoption Collaborative Technology Example Technology Stage 1: Traditional Collaboration Telephone Face-to-face meetings E-mail Stage 2: Specific Application Audio, video, and data conferencing EIM, IM, Chat, and presence detection Virtual team spaces Stage 3: Collaborative Proliferation Multiple audio, video, and data conferencing tools Yahoo!, MSN, AOL, Google, etc. Groove, eRoom, WebOffice, etc. Stage 4: Consolidation Standardize on SIP/Simple or XMPP One client for all IM clouds Common Virtual Team Space for everyone Stage 5: Virtual Work Environment Standard tools in place Integration with mobile environments Standard desktop and Web interface for anyone

What Stage of Collaborative Evolution is Your Organization In?
Stage 1- Classic collaboration tools
Stage 2- Exploring new collaboration tools
Stage 3- Proliferation of collaboration tools
Stage 4 – Consolidation/standardization of collaboration tools
Stage 5 – Virtual working (Collaboration 2.0)

“ Self Service” Trend
End user understand the problem better than any vendor will, so why can’t they design, build, and deploy the application (solution) for it.
Don’t want to go to IT - want to be their own “hero”, customize it for their situation
Collaboration vendors starting to respond
Open Xchange
eProject (6)
SiteScape v7
WooFu (online forms and database)
Qwaq (3D rooms for interaction)

SaaS (Software as a Service)
“ By 2008, half of all software will be sold as a service.” (Gartner, May 2005)
From client-server architecture to “Web native” app design
From site licenses to “as-used” or fixed-fee subscription
From customer-owned servers and staff to “Web hosted” deployment and support i.e Amazon S3, EC2
“ Self Service” Trend

Mash-ups and the Enterprise
Two types of Enterprise Applications
ERP apps – serviced by IT
Situational apps.
Reusable code
Hosted
May only be used temporarily
Not a good ROI for IT/ application
ROI for enterprise comes from hundreds of applications
According to Gartner by 2010, 80% of enterprise applications will be mashups

Widgets in the Enterprise
IBM is partnering with Google to allow integration of more than 4,000 Google Gadgets with WebSphere portals
Used on Company web site to collect feedback: Camstar, Mannatech
SAP widgets: Admin, show users, system status and monitoring

Section 4: Building Communities

3 R’s Of Community
From CommunityXperts:
Resources
Recruiting
Recognition

Ten Steps to Establishing Online Communities
Identify the founders/ initiators
- purpose, roles participation.
Reason for community.
- Benefits, interactions, promotion
3. Develop Trust
- Profiles, Directories, Presence detection, linked work product

Rules of Engagement
- Behavioral norms, Conflict
5. Community Manager/editor is critical
- Discussion owners, Wikis, blogs
6. Social spaces to build trust
- Necessary for Baby Boomers, maybe not for “Net-geners”

Create a critical reason for members to be active in the community.
- Critical information, access to experts, specific discussions
8. Rapid “onboarding”
- Buddies, docents, FAQ, tutorials, community history

9. Content is King
- Fresh, new, and critical
- Regular community events
- Content lifecycle in communities
This is the #1 reason communities fail
10. Recognition and Rewards
- Based on role and context

David Coleman Collaborative Strategies www.collaborate.com “ The Collaboration Blog” 415-282-9197 [email_address] 50 Collaboration 2.0: Technology and Best Practices for Successful Collaboration in a Web 2.0 World By David Coleman and Stewart Levine Link to website of book: http://happyabout.info/collaboration2.0.php

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Collaboration 2.0: Interacting Profitably in a Connected World

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