Community Management

How Web 2.0 Will Change the Way Business Gets Done Emanuele Quintarelli December 5 th , Milan Community Management

Knowledge Management Dream
Current technologies not able to capture knowledge (HBS 2005)
21% - overwhelmed
15% - it diminishes the productivity
26% - it is overused
Only 44% - it’s easy to find inside the intranet (Forrester 2005)
The burden on the enterprise information worker intensifies while productivity suffers (IDC 2006):
24% time spent searching for and analyzing information
A company can waste $5.7M (1000 knowledge workers)
Knowledge Management aimed to elicit tacit knowledge, best practices, relevant experience from people throughout a company and make this information widely available KM is the past. We need to stop wasting hours of time searching and focusing on the business task at hand.

The Bottom Line
A better way is needed to store, locate and retrieve corporate data useful for information workers’ tasks at hand
Consumption and access barriers :
Multiple applications, credentials, silos, interfaces
Rigid central management and configuration
Long change cycles by IT department
Complex and painful integration
Consequences of inefficient data consumption
Low quality/Small quantity of work performed.
Customer dissatisfaction
Efficiency reduction for continuous reworks
Employee attrition and poor corporate morale

Enterprise 2.0 – A Definition
Search to find what you are looking for
Links to understand what’s important and to provide structure
Authoring content as an interlinked work of many
Tags to let classification emerge
Extentions to leverage to provide suggestions
Signals (rss and emails) to notify about content updates
“ Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers” (Andrew McAfee)

Examples of Enterprise 2.0
Enterprise Blogs and Wikis
Project Management
Collaboration
Enterprise Tagging
Enterprise Rss
Widgets & Mashups
Social Networks
Suites

Enterprise Trends
Simple, Free Platforms for Self-Expression : email, blog, wikis, photo/video sharing, social bookmarking, etc
Emergent Structures : building tools that let structure emerge
Order from Chaos : filter, sort, prioritize and stay on top of the flood of new online content
Three broad and converging trends concerning the changing relationship between those who offer technologies and those who use them.

Enterprise 2.0 vs Traditional Enterprise Software
Freeform : Only minimal upfront structure
Simple : Any barrier to use means lower adoption
Software as a Service: Online software is more productive and useful
Easily Changed: Many common IT tasks back to end-users with feeds and widgets
Unintended Uses: Open APIs, RSS and mashups to easily wire pieces together
Social: Enabling freeform collaboration is the key. Results can be reused by others

Business Value and Adoption Drivers
Why adopting these technologies*?
Efficiency gain : provide efficient interaction with people, content and data
Competitive pressures a strong driver
Why not to adopt a specific technology?
Perceived lack of need is a major reason for non adoption
More pressing concerns are also likely to stop adoption
* Online survey with 119 CIOS about 6 technologies (blogs, wikis, podcasts, RSS, social networking, content tagging) – Forrester Dec 2006

IBM - Wikis to Spur Innovation
IBM uses wikis to bring people together and spur innovation
WikiCentral uses wikis as a collaboration tool to help formulate new ideas, develop and manage projects, create documentation and build a collaborative network of innovators across divisions and geographies. IBM uses wikis to bring together clients, partners and IBM employees . DeveloperWorks is a comprehensive, technical resource for developers. Developers from many companies and geographies discuss and build valuable content related to products, solutions, industry standards, training programs Redbooks team is currently piloting wikis for authoring and publishing technical documentation built by clients, partners and IBM experts to get hands-on and document experience with technical solutions. Wikis make team authoring and publishing easier and more accessible (67.000 registered wiki users, 4.000 wiki instances, 56.000 pages) (27 external wikis for developers)

Conclusions
An informal organization can provide tangible benefits for enterprises:
business efficiency (paradoxically)
reduced operational costs
improved customer satisfaction
Improved corporate morale
These tools are beginning to plug into traditional enterprise data sources such as CRM and ERP
Is informal, bottom-up organization a revolution in how enterprises work? Collaboration between workers is becoming far more dynamic, and the availability of essential business data is resulting in better business decisions and larger revenues

Thank you
Emanuele Quintarelli
http://www.socialenteprise.it
[email_address]

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Community Management

by Emanuele Quintarelli on Jan 02, 2008

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Community Management — Presentation Transcript