STC Wikinomics


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This is a presentation developed by Julia Loughran, ThoughtLink, Inc. for the Washington DC Chapter of the Society for Technical Communication (STC). It was presented on Thursday, March 26, 2009 in Silver Spring, MD.

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  • Mention Web 2.0 We are in a new Era – an era of what is being called “Mass Collaboration” – this new web is about participating, creating, sharing, socializing and collaborating Businesses and individuals must think differently --- and those that will survive will have the ability to adapt (dinasaur) --- plug for Taming the Cyber-Tooth Tiger. Thise who will survive must constantly embrace change and be willing to rethink their careers Wikinomics is a metaphor for the new era of participation and collaboration The mass collaboration model, associated with information projects such as Wikipedia and software development projects such as Linux, involves the continuous independent contribution of thousands of people toward a common goal. The model is gaining traction in additional areas of interest amongst the world's professionals and consumers, now including race fans.
  • STC Wikinomics

    1. 1. How *WE* Are Smarter Than *ME*: An In-Depth Look Into Wikinomics Briefing to: STC Washington DC Chapter March 26, 2009 Julia Loughran, [email_address]
    2. 2. What’s Everyone Talking About?
    3. 3. What’s Everyone Talking About?
    4. 4. Time’s Person of the Year: 2006
    5. 5. First, a video to set the stage US Now Today’s Online Town Meeting:
    6. 6. Can Mass Collaboration Change the World? The Obama ‘08 iPhone App Call Friends: Your contacts prioritized by key battleground states Call Stats: See nationwide Obama '08 Call Friends totals compare your calls to leading callers. Get Involved: Find and contact your local Obama HQ Receive Updates: Receive the latest news and announcements via text messages or email. News: Browse complete campaign news coverage Local Events: Find local events, share by email and get maps Media: Browse videos and photos from the campaign Issues: Get clear facts about Barack Obama and Joe Biden's plan
    7. 7. What we’ll talk about <ul><li>What is Wikinomics </li></ul><ul><li>Web 2.0 Technologies </li></ul><ul><li>Case Studies </li></ul><ul><li>How to Change Your Business Model </li></ul><ul><li>Benefits/Pitfalls </li></ul>
    8. 8. Wikinomics? What is it?
    9. 9. How and Why? The Proliferation of Low-Cost Collaboration Infrastuctures <ul><li>Internet telephone (e.g., Skype) </li></ul><ul><li>Open Source Software </li></ul><ul><li>Global outsourcing platforms </li></ul><ul><li>Wikis </li></ul><ul><li>Blogs/audio blogs/photo blogs </li></ul><ul><li>Podcasts/YouTube </li></ul><ul><li>E-mail lists </li></ul><ul><li>High-speed data access </li></ul>
    10. 10. New Competitive Principles <ul><li>Openness – towards networking, sharing and encouraging self-organization </li></ul><ul><li>Peering – horizontal vs. hierarchical, peer-to-peer </li></ul><ul><li>Sharing – lifting IP, trademarks, copyright and patents to expanding markets and creating new opportunities </li></ul><ul><li>Acting Globally – eliminating geographical barriers, monitoring business internationally, and tapping a larger global talent pool </li></ul>
    11. 11. Evolving Org Structures Results from 49 Respondents (Survey Monkey)
    12. 12. New, Customer Driven Focus
    13. 13. Who is responsible? <ul><li>The Net Generation (1977-1996) </li></ul><ul><li>Modus operandi: Networking </li></ul><ul><li>Skeptical of authority </li></ul><ul><li>Self-confidence </li></ul><ul><li>Value individual rights </li></ul><ul><li>Strong sense of social and civic responsibility </li></ul><ul><li>Norms: Speed, freedom, openness, innovation, mobility, authenticity and playfulness </li></ul>
    14. 14. What we’ll talk about <ul><li>What is Wikinomics </li></ul><ul><li>Web 2.0 Technologies </li></ul><ul><li>Case Studies </li></ul><ul><li>How to Change Your Business Model </li></ul><ul><li>Benefits/Pitfalls </li></ul>
    15. 15. Web 2.0 Technologies <ul><li>Old web: Sites, clicks, eyeballs </li></ul><ul><li>New web: communities, participation, peering </li></ul><ul><ul><li>Building a business on Amazon or eBay </li></ul></ul><ul><ul><li>Producing video clips for YouTube (vlogging) </li></ul></ul><ul><ul><li>Creating community around your Flickr photo collection </li></ul></ul><ul><ul><li>Editing a Wikipedia entry </li></ul></ul><ul><ul><li>Many, many more possibilities! </li></ul></ul><ul><ul><li>Web Syndication (RSS) </li></ul></ul><ul><ul><li>Open APIs and Mash-Ups </li></ul></ul>
    16. 16. Some Examples of the New Web <ul><li>MIT’s OpenCourseWare – </li></ul><ul><li>Scorecard – </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    17. 17. SurveyMonkey Results <ul><li>Top 3 Answers: </li></ul><ul><ul><li>Viewed a YouTube Video: 98% </li></ul></ul><ul><ul><li>Participated on e-mail lists: 92% </li></ul></ul><ul><ul><li>Used Wikipedia: 92% </li></ul></ul><ul><ul><li>Read a blog or wiki: 88% </li></ul></ul><ul><li>Bottom 3 Answers: </li></ul><ul><ul><li>Contributed to Open Source Software: 4% </li></ul></ul><ul><ul><li>Written a Wikipedia Definition: 10% </li></ul></ul><ul><ul><li>Used 12% </li></ul></ul>
    18. 18. Social Networking Sites Answer Options Response Percent Response Count Linked-In 93% 40 Facebook 60.5% 26 Plaxo 44.2% 19 MeetUp 18.6% 8 MySpace 14.0% 6 Second Life 9.3% 4 Friendster 7% 3 Spoke 0.0% 0 Ryze 2.3% 1 Classmates 11.6% 5 Flickr 11.6% 5 Orkut 0.0% 0 Twitter 23.3% 10   answered question 43   skipped question 7
    19. 19. Social Networking Sites
    20. 20. Programmable Web Winners and Losers <ul><li>Wikipedia beat Brittanica </li></ul><ul><li>Blogger beat CNN </li></ul><ul><li>Epinions beat Consumer Reports </li></ul><ul><li>Google Maps beat MaqQuests </li></ul><ul><li>MySpace beat Friendster </li></ul><ul><li>Craigslist beat Monster </li></ul><ul><li>Mozilla Firefox gaining on IE Browser </li></ul>
    21. 21. Blogs <ul><li>Technorati ( ) </li></ul><ul><li>Ice Rocket ( ) </li></ul><ul><li>Blogosphere – Over 120 milllion blogs! (English speaking) Over 72M Chinese blogs! </li></ul><ul><ul><li>Running conversation </li></ul></ul><ul><ul><li>More noise in an oversaturated environment </li></ul></ul><ul><ul><li>Some blogs readership bigger some than newspapers </li></ul></ul><ul><ul><li>Richer and more engaging: audio and video posts </li></ul></ul>
    22. 22. Your network is your filter <ul><li>The Global Brain </li></ul><ul><li>Tagging – Metadata (e.g., Flickr) </li></ul><ul><li> ( ) </li></ul><ul><li>Amazon ( ) </li></ul><ul><li>Google ( ) </li></ul><ul><li>43 Things ( </li></ul><ul><li>… and many of these companies have opened up their APIs so users can create new features! </li></ul>
    23. 23. What we’ll talk about <ul><li>What is Wikinomics </li></ul><ul><li>Web 2.0 Technologies </li></ul><ul><li>Case Studies </li></ul><ul><li>How to Change Your Business Model </li></ul><ul><li>Benefits/Pitfalls </li></ul>
    24. 24. Current TV <ul><li>Peer-to-peer news </li></ul><ul><li>Produced and programmed in collaboration with its audience </li></ul><ul><li>Leading model of interactive viewer created content (VC2) </li></ul><ul><li>Over 51 million viewers </li></ul><ul><li>Comcast, DirecTV, Dish, Sky, Virgin Media Cable </li></ul>
    25. 25. <ul><li>The Goldcorp Challenge: Took place online August 2000 – March 2001. </li></ul><ul><li>Shared over 400 megabytes of proprietary geological data </li></ul><ul><li>$575,000 prize money </li></ul><ul><li>Over 1,000 virtual prospectors </li></ul><ul><li>Shaved 203 years off exploration time </li></ul><ul><li>Went from 100 million to $9 billion </li></ul>
    26. 26. <ul><li>Online research collaboration company </li></ul><ul><li>Seekers: Companies, academic institutions, non-profit organizations post their challenges </li></ul><ul><li>Solvers: more than 160,000 of the world’s greatest minds </li></ul><ul><li>Innocentive manages the IP process </li></ul><ul><li>Completed $9 M in Series A funding; currently using $6.5M of Series B financing </li></ul><ul><li> </li></ul>
    27. 27. <ul><li> </li></ul><ul><li>“ a platform to support collaboration among young people in developing projects … understanding issues and influencing the decision-making process” </li></ul><ul><li>Next task: Reforming Education </li></ul><ul><li>Students and teachers collaborating across the globe </li></ul>
    28. 28. What we’ll talk about <ul><li>What is Wikinomics </li></ul><ul><li>Web 2.0 Technologies </li></ul><ul><li>Case Studies </li></ul><ul><li>How to Change Your Business Model </li></ul><ul><li>Benefits/Pitfalls </li></ul>
    29. 29. How to Change Your Business? <ul><li>Start on-line communities </li></ul><ul><li>Increase openness/transparency </li></ul><ul><li>Use customers to market products/services </li></ul><ul><li>Release early and collect feedback </li></ul><ul><li>Create new, innovative relationships with customers </li></ul><ul><li>Increase collaboration opportunities (B-Webs) </li></ul>
    30. 30. What we’ll talk about <ul><li>What is Wikinomics </li></ul><ul><li>Web 2.0 Technologies </li></ul><ul><li>Case Studies </li></ul><ul><li>How to Change Your Business Model </li></ul><ul><li>Benefits/Pitfalls </li></ul>
    31. 31. Benefits <ul><li>Faster innovation </li></ul><ul><li>Web-enabled transparency </li></ul><ul><li>Build more powerful networks </li></ul>
    32. 32. Pitfalls <ul><li>Accuracy/Validation </li></ul><ul><li>Must embrace constant change and renewal </li></ul><ul><li>More vulnerable to terrorism and criminal networks </li></ul><ul><li>The worry of “Mass Mediocracy” </li></ul>
    33. 33. Survey: What are the best ways to build trust? <ul><li>Transparency; Open Communication </li></ul><ul><li>I think you build trust by sharing valuable information. .. A partnership can only work if you are willing to share and collaborate. </li></ul><ul><li>Communicate; do what you say you will do </li></ul><ul><li>transparency, reducing formal structures, increasing interactions </li></ul><ul><li>Communicate, communicate, communicate … trust is built upon clarity of understanding of the goals and consistent execution against the plan </li></ul><ul><li>Information moves rapidly. It must be valuable, accurate and transparent. Motivations and goals must be clear. </li></ul><ul><li>trust employees with flexible work arrangements. &quot;do what you say you will do&quot; is the best way to build trust. </li></ul><ul><li>Communicate clearly about expectations, requirements, constraints, deliverables AND follow through on those communications. </li></ul><ul><li>HONESTY, TRANSPARENCY, COMMUNICATIONS </li></ul>
    34. 34. Survey Thoughts on Web 2.0 <ul><li>Change will happen faster </li></ul><ul><li>Better communication and process </li></ul><ul><li>Blurring the boundaries between work and leisure </li></ul><ul><li>Not sure yet. Would like to have more confidence in the information and conduct of people I find on the Internet </li></ul><ul><li>Wow! I'm only sure that our world will not be the same! </li></ul><ul><li>Already generated so much content it's overwhelming. Need 3.0 to manage it all. </li></ul><ul><li>Much --- most? -- user generated contact is boring, juvenile, repetitive, illiterate, and an utter waste of time. </li></ul>
    35. 35. Warnings! <ul><li>“ A world where only the connected will survive” </li></ul><ul><li>“ Harness the new collaboration or perish” </li></ul><ul><li>“ To innovate and succeed, the new mass collaboration must become part of every leader’s playbook and lexicon” </li></ul><ul><li>“ Radical sharing is a win-win for everyone” </li></ul>
    36. 36. Warnings Continued <ul><li>“ Winning companies will need to know the world, including its markets, technologies and peoples” </li></ul><ul><li>“ Collaborate or perish!” </li></ul><ul><li>“ The immutable, standalone Web site is dead” </li></ul><ul><li>“ If you are not on Facebook – you don’t exist” </li></ul>
    37. 37. What do you think?? <ul><li>Is Web 2.0, mass collaboration, and participation leading to increased creativity and innovation? </li></ul><ul><li>Or, are these technologies making people attention deficits, who can’t spell, can’t finish a book, and promoting group think? </li></ul>