Chris Almond January 2008 Tapping into the knowledge of IBM’ers worldwide to augment the value of IBM Redbooks material 2008 Pilot

Attract communities of IBM subject matter experts by allowing them to take control of the content and continually update and extend it over time. Convert Redbooks into Intranet based Wikis W3 = IBM Intranet – internal only access

Potentials: Tap into Redbooks Wiki based grass roots content development to provide more frequent/lower cost Redbook updates Create an external instance of the same wiki: either static or filtered/moderated. Wiki based static HTML presentation would drastically increase quality of Google search results over existing PDF based content External instance could provide feeds. Update notifications (RSS/ATOM) to the Redbook audience subscribers could drive big increase in overall ibm.com traffic via Redbooks channel Surface the value via ibm.com Redbooks channel

Potentials:

Tap into Redbooks Wiki based grass roots content development to provide more frequent/lower cost Redbook updates

Create an external instance of the same wiki: either static or filtered/moderated. Wiki based static HTML presentation would drastically increase quality of Google search results over existing PDF based content

External instance could provide feeds. Update notifications (RSS/ATOM) to the Redbook audience subscribers could drive big increase in overall ibm.com traffic via Redbooks channel

Reach vs Control Internal WWW Region of Potential Anarchy (RPA ) Reach Top Down Control 100% Anonymous: minimal/no controls 100% Managed: Full process oriented control Wikipedia Threshold: anonymous authoring access Traditional Red book

Project Phases Investment: Content conversion tools Design Deployment Community Engagement models & incentive Governance patterns Measurements Evolution Business Value Internal – Social Computing ROI Process – additional SME & content refresh source External – Update frequency & engagement Launch

Investment:

Content conversion tools

Design

Deployment

Community

Engagement models & incentive

Governance patterns

Measurements

Evolution

Business Value

Internal – Social Computing ROI

Process – additional SME & content refresh source

External – Update frequency & engagement

Content Conversion Tooling: High Level Unstructured source Standards based conversion Flexible input/output Re-usable components

Unstructured source

Standards based conversion

Flexible input/output

Re-usable components

Fully Indexed – easily added to intranet search engines Templated for familiar Intranet Look and Feel

How do you convert large chunks of structured content to a wiki?

Reputation – what goes online stays online Derive SME relationships to content/topics Feeding the “ TR3 Virtuous Circle ” : Tagging, Rating, Reputation, Recognition

Patterns for Engaging Community Field of Wiki Dreams Build it and they will come? Build to order SME community expects delivery & are ready to take control Entrainment Convert the whole Redbook library – create intranet gravity : search landings & curiosity lead to participation Incent TR3 virtuous Circle : Tagging, Rating, Reputation, Recognition Lead by sharing Sales rep stub document – help me now and you will be rewarded To compliment our top-down innovation strategy IBM needs to provide internal transformation tools and technology that better facilitate bottom-up innovation through self-organizing channels. Giving IBMers the Permission and Power to Innovate Linda Sanford and Irving Wladawski-Berger, April 2006

Incent

TR3 virtuous Circle : Tagging, Rating, Reputation, Recognition

Lead by sharing

Sales rep stub document – help me now and you will be rewarded

Community Engagement: Governance and Management Who becomes the community leaders? (Hint - they already exist – in spades – Redbooks Wiki becomes their new sandbox) Access control? By default: wide open - in community we trust Earn access via welcome rituals? Knowledge community subscriptions? Wiki peer group “circle of acceptance”? Etc… We have a learning experience ahead of us “ To really leverage a wiki, the participants need to be in control of the content. You have to give it over fully”

Who becomes the community leaders? (Hint - they already exist – in spades – Redbooks Wiki becomes their new sandbox)

Access control?

By default: wide open - in community we trust

Earn access via welcome rituals?

Knowledge community subscriptions? Wiki peer group “circle of acceptance”?

Etc…

We have a learning experience ahead of us

Measuring Business Value: Social Computing ROI A new area of research – business value metrics in enterprise 2.0/social computing initiatives Higher value & frequency of connections? People to things (knowledge) People to people (links) How do you measure it? On what scale do you measure the value of increasing returns when tapping into organizational know-how?

A new area of research – business value metrics in enterprise 2.0/social computing initiatives

Higher value & frequency of connections?

People to things (knowledge)

People to people (links)

Externalizing Redbooks Wiki? “ I trust Redbooks. I do not trust wikis” Maintaining the value and trust in the IBM Redbooks brand is vital

“ I trust Redbooks. I do not trust wikis”