Part 4 – Collaboration & Social Computing

Architecture of Participation
Gain more by doing things
together
Israel Blechman
VP, Blinkit

Objective
• Discussing the notion of Enterprise2.0
• Identifying its benefits.
• Outlining the principals for successful
Enterprise2.0 adoption.

About Blinkit (http://blinkit.co.il)
• Blinkit is Israel‟s leading social media agency.
• Blinkit has extensive experience in planning and implementing
social media strategies for organizations, to achieve both external
and internal business objectives.
• Blinkit is providing over-all services throughout social media
projects.
• Some of Blinkit‟s clients are: Amdocs, Bezeq, PwC Israel, HP Israel,
Partner, NICE Systems and Visa Cal.
• Blinkit has partnership and referral agreements with several leading
vendors, research and services companies.

The work environment is
changing

Networking at Deloitte

Wiki at Microsoft

Collaboration at BT

Discussions at Lockheed Martin

Bidding Ideas at Best Buy

Open Innovation at P&G

Blogging at CAL

Blogging at Bezeq

The Reasons
Organizational
Technology
Ecosystem
Enterprise2.0
Economic Constraints Benefits

Technology
• Agile
• User friendly
• Light weight
• Steep learning curve
• Cost effective

Organizational Ecosystem
• The growing popularity of consumer social
media.
• The individuals/institutions shift of power.
• Generation Y.

Economic Constraints
• Innovation is crucial.
• Productivity must be increased.
• Knowledge and expertise must be
retained.
• Excellent employees must be encouraged,
retained and recruited.

Benefits

“Over the past 15 years, using a combination
of technology investments and process
reengineering… substantially raised the
productivity of transactional processes. Web
2.0 promises further gains.”
(Six ways to make Web 2.0 work, McKinsey)

Source: Six Ways to Make Web2.0 Work, McKinsey

“Collaboration is saving us millions”
(Padmasree Warrior, Cisco CTO)

“an estimated $2.5 million in savings in less
than five months while spending about
$50,000 on a social networking platform”
(John Parkinson, TransUnion CTO)

“…More than 35% of the ideas now come from
outside the R&D department and productivity
has soared 60%. Almost 80% of the product
launches are successful as compared to 30%
for the industry.”
(P&G)

“Having strong connections to managers is
shown to have positive association with
revenue generation.“
(Value of Social Networks, MIT & IBM)

McKinsey Quarterly
Harnessing the power of informal employee networks, 2007
Lowell L. Bryan, Eric Matson, and Leigh M. Weiss

“Leaders make the most effective decisions
when they engage stakeholders in respectful
ways”
(Deloitte)

“The extent to which a company adopts user
generated tools is bound to become a
barometer of company culture for those
looking for suitable employment in the
future”
(Richard Dennison, Knowledge Management Architect, BT)

Architecture of Participation

Terminology
• The most important characteristic of the concept of Web2.0, is its
“Architecture of participation”, that encourage users to actively
contribute content, to share information, to collaborate and to add
value to the application as they use. Being participation centered,
Web2.0 applications are often referred to as Social Software or
Social Media.
(Dion Hinchcliff)

The Problem
• “Web 2.0 efforts often fail to launch or to reach expected
heights of usage. Executives who are suspicious or
uncomfortable with perceived changes or risks often call
off these efforts. Others fail because managers simply
don‟t know how to encourage the type of participation
that will produce meaningful results.”
(Six ways to make Web 2.0 work, McKinsey)

Grassroots
Top-down

Help from the top
• “Build it and they will come”? Wrong.
• Business leaders as participants and role
models – Right.
• Evangelizing the benefits of Web2.0
technologies to mid-level managers – a
must.
• Creating an environment of trust.

Objectives and Goals
Faster time to
market
Faster decision
Cultural change
making
Increasing Producing new
sales ideas
Improving
Employee and the way
Better internal
recruitment & things are communication
retention
currently
done

IT Scale Strategy
Source: Aconado

Align with the Workflow
• “Participatory technologies have the
highest chance of success when
incorporated into user‟s daily workflow”
(McKinsey)

Participants and Partners
• Recruit valuable participants at an early
stage.
• Encourage participants, but not with bonus
pay.

Design
• Enterprise2.0 tools should have the same
look and feel as Web2.0 tools.

Lessons learnt at BT
• Focus on value not risk!
• Start anywhere … start immediately
• Start small and build slowly – follow the energy of yes through the
network
• We learn what works by doing the work … so … let users try as early
as possible – „warts and all‟ – succeed or fail quickly … and cheaply!
• Engage legal/HR/security early … and emphasise evolution not
revolution
• Have realistic expectations … the intranet is not the internet!
• Harness the enthusiasm of the enthusiastic … especially if senior
• Sometimes … „the only form of transportation is a leap of faith’!
… proceed until apprehended!

IT -

To sum things up
• Enterprise2.0 is here to stay.
• Enterprise2.0 holds tangible benefits.
• The adoption process of Enterprise2.0 is
very different from the implementation
processes of “0.1” productivity
technologies. It necessitates an adequate
Architecture of Participation.