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Openness and Innovation in a Web 2.0 world

by Andy Piper on May 15, 2009

3,772 views

Presentation to SOMESSO London, May 15th 2009 ...

Presentation to SOMESSO London, May 15th 2009

A key challenge for all corporations in embracing new social tools is the need to balance confidentiality, privacy and intellectual property protection against the benefits of increased openness. How can this be achieved without stifling innovation? This presentation looks at how openness is actually essential to promoting innovation and buy-in to new ideas.

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somesso firewall community smo09 privacy innovation openness ibm 2.0 web web2.0 collaboration conferences unlock web20 socialmedia policy open innovation cr blogging enterprise2.0 media enablement knowledge-sharing social software social media world social adoption trust

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1–5 of 5 previous next Post a comment

Kevin Aires , Director - Digital Experience at George P. Johnson Nice one Andy. I just gave a not dissimilar one at Virtual Edge, which I also posted to Slideshare. I must get around to adding the audio part. 2 years ago Reply
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guest13958d5 Nice one Andy. I just gave a not dissimilar one at Virtual Edge, which I also posted to Slideshare. I must get around to adding the audio part. 2 years ago Reply
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Aden Davies , Innovation Technician at A Bank Brilliant stuff Andy. I did not even realise you could add an audio track. More people should do this. 3 years ago Reply
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Andy Piper , social bridgebuilder, Developer Advocate at VMware Cloud Foundry That comes from a really insightful blog post by Dion Hinchcliffe - http://socialcomputingjournal.com/viewcolumn.cfm?colid=833 - so he deserves all the credit.

NB the term 'social business' has a very different definition in Wikipedia, so be aware of that too. 3 years ago Reply
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Chris Sparshott , Social Media, Web Innovation and Strategy at IBM Like slide 9 lots - will be using! :o) 3 years ago Reply
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A key challenge for all corporations in embracing new social tools is the need to balance confidentiality, privacy and intellectual property protection against the benefits of increased openness. How can this be achieved without stifling innovation?
How many of you have one of these? know what this is?
Ideas need to be widespread to be known and to be adopted
widespread adoption of ideas and products - need to be distributed
The Long Tail
two lessons from recent literature

future of management - command and control structures invented by Henry Ford are dead - be ready to release control - look at companies like WL Gore, Google, Whole Foods

grown up digital - your employees are more likely to be experts than you are - consider more social media internally to share that knowledge and engage new hires
Don’t block
Don’t fear
patent leadership
Around 380,000 employees;165 countries
Several large divisions
Systems and Technology
Consulting Services
Software
Research
At IBM we started with some guidelines. It’s probably foolish to go without.
They are linked with our general Business Conduct Guidelines.

“In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

So IBM’s embrace of these technologies builds on a history of innovation.
The message - don’t fear employees, competitors or the public - let them engage constructively

Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media
At IBM we started with some guidelines. It’s probably foolish to go without.
They are linked with our general Business Conduct Guidelines.

“In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

So IBM’s embrace of these technologies builds on a history of innovation.
The message - don’t fear employees, competitors or the public - let them engage constructively

Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media
At IBM we started with some guidelines. It’s probably foolish to go without.
They are linked with our general Business Conduct Guidelines.

“In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

So IBM’s embrace of these technologies builds on a history of innovation.
The message - don’t fear employees, competitors or the public - let them engage constructively

Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media
Use social media as a means to expose IBM's experts - and expertise - to the world, to learn, engage, influence and lead
12 Rules from Bringing ‘Social’ to your Business article by Dion Hinchcliffe
(NB Social Business has a different defn in Wikipedia, but this is a nice alternative)

If you are on Twitter you already know how powerful that intersection space beyond the firewall can be

Customers and partners want to co-create products and shape our priorities.
This is where the most powerful innovation can happen - in the space between organisations.

“rethink your views on intellectual property” (Hinchcliffe)

Examples - shared source initiatives like Jazz and Eclipse and sMash; communities like Lotus Live; HomeCamp and Smarter Planet awareness
12 Rules from Bringing ‘Social’ to your Business article by Dion Hinchcliffe
(NB Social Business has a different defn in Wikipedia, but this is a nice alternative)

If you are on Twitter you already know how powerful that intersection space beyond the firewall can be

Customers and partners want to co-create products and shape our priorities.
This is where the most powerful innovation can happen - in the space between organisations.

“rethink your views on intellectual property” (Hinchcliffe)

Examples - shared source initiatives like Jazz and Eclipse and sMash; communities like Lotus Live; HomeCamp and Smarter Planet awareness
Lack of education / guidelines can lead to accidental breaches - e.g. rumours

Pay attention to other licensing models - GPL, terms of service, CC etc.

Play nice with communities, don’t exploit them
By locking the gates - by blocking social interaction - you STIFLE innovation
By locking the gates - by blocking social interaction - you STIFLE innovation
By locking the gates - by blocking social interaction - you STIFLE innovation

10 Favorites

conflates 3 weeks ago
Bárður Örn Gunnarsson , Director of Media Communications at Hvíta húsið advertising agency 11 months ago
Alexis Biller , Technical Advocate, IBM at IBM / Imperial College Tags unlock web20 socialmedia policy open innovation cr 2 years ago
context communication consulting llc at context communication consulting llc Tags ibm media social openness web 2.0 3 years ago
Ufuk Kılıç , General Manager at Biteksan Tags web 2.0 world 3 years ago
Tiffany Winman , IBM social media strategist at IBM 3 years ago
Aden Davies , Innovation Technician at A Bank Tags innovation web2.0 ibm 3 years ago
felmiranda 3 years ago
Chris Sparshott , Social Media, Web Innovation and Strategy at IBM Tags innovation blogging 3 years ago
Luis Suarez , KMer, CommunityBuilder & Social Computing Evangelist at IBM at IBM, Gran Canaria Tags social media somesso conferences social software innovation openness collaboration knowledge-sharing trust enablement adoption enterprise2.0 web2.0 3 years ago