Keith De La Rue - Using Social Media
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Using social media to harness knowledge within an organisation: Addressing the challenges.

Using social media to harness knowledge within an organisation: Addressing the challenges.

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Keith De La Rue - Using Social Media Presentation Transcript

  • 1. Using social media to harness knowledge within an organisation: Addressing the challenges Keith De La Rue AcKnowledge Consulting Friday, 15 August 2008
  • 2. Outline
    • Understanding the social media revolution
      • Where are we, and where are we going?
    • Understanding the tools in a business context
    • Fundamentals
      • The power of social networking, people & trust
    • Harnessing Web 2.0 for results
    • Challenges, benefits and risks
      • The IT challenge
      • Gaining the benefits
  • 3. Understanding the social media revolution Where are we, and where are we going?
  • 4. Be afraid, be very afraid…
    • “… with the advent of …social software, suddenly highly savvy networks of people are springing up in their millions. They’re talking to each other. With or without your permission ”
      • Hugh McLeod – http://www.gapingvoid.com/
  • 5. Discontinuous change
    • Many technology improvements have been gradual
    • There have also been times of dramatic change
      • The transistor
      • Integrated circuits
      • Internet
      • WWW
      • Social media…
    • How much change?
  • 6. A change in perspective
    • Is the future just an extension of the past?
    • How much are we like Holland?
    • Do you remember South Wales?
    • No longer part of the “old country”
    • A new territory
  • 7. What is a PC?
    • Number Processor = “Calculator”
    • Word Processor = “Typewriter”
    • Media Processor = “TV”
    • => A modelling machine
    • Access to the world
    • Access to people
  • 8. What is an Intranet?
    • Originally – a terminal network for system access
    • Now – PCs, Internet tools inside the organisation
    • News and information services
    • Policies and procedures
    • Directories and organisational structure
    • Document repository
    • Online learning
    • Portals
    • Now?
  • 9. What is corporate communication?
    • Many traditional tools are one-way
      • “Push” – eg, newsletters
      • “Pull” – eg, document libraries
    • Intranets make richer media available
      • Some still one-way
    • Newer technologies provide richer interaction
  • 10. What is the economy?
    • An economy of scarcity
      • IP must be protected at all costs
      • Win-lose
    • An economy of abundance
      • Knowledge must be shared at all costs
      • Win-win
  • 11. Who controls the Intranet?
    • IT
    • Information Services
    • Internal Comms
    • Learning
    • Centralised/decentralised
    • An important consideration…
  • 12. Discontinuous change
    • Your view of all this determines how you see today’s world and Intranet 2.0…
    • “Did you know?”
      • http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html
  • 13. Social computing
    • “ Social computing requires a mind-shift from previous ways of doing business and requires high levels of trust and confidence from those engaging in it. How you communicate your intentions and encourage take up is crucial”
      • Euan Semple, http://www.euansemple.com/
  • 14. Social Media Understanding the tools in a business context
  • 15. Web 2.0
    • Move from 1:many to many:many
    • Definitive products:
      • Web 1.0 – Netscape, system-dependent
      • Web 2.0 – Google, ubiquitous
    • Move from hierarchies to networks
    • Move from online brochures to interaction
      • The rise of prosumers
    • Intranet 2.0 – Enterprise 2.0
      • “SMIF” – Social Media Inside the Firewall (Andrew Mitchell)
    Tim O’Reilly - http://tim.oreilly.com/
  • 16. The new world
    • Blogs, wikis, RSS and more…
    • Push and pull boundaries blurred
    • Opens up the organisation
    • Complex media for a complex environment
    • Requires a new way of thinking
    • Most software low-cost or free
      • But challenging for corporate IT!
  • 17. Your challenge
    • Which of these would be useful in your organisation?
    • What would the benefit be?
    • Who would see the benefit?
    • If you are already using them, how can they be improved?
  • 18. Every blog has its day
    • We b log = a diary on steroids
      • Can include text, images, multimedia
    • Originally a single author, personal diary
      • Can be shared authorship; dialogue through comments
      • Chronological organisation; more permanent
    • Edited anywhere, online
    • Cheap – open source or commercial
      • WordPress, Movable Type, Typepad
    • “Blogs are useless drivel”?
      • Might as well say “Paper is useless”
  • 19. http://delarue.net/
  • 20. http://www.melbournekmlf.org/
  • 21. http://www.nowwearetalking.com.au/
  • 22. Blogs in internal comms
    • Use to build a community or dialogue
      • Is blogging the new water-cooler?
    • Knowledge sharing - and opinions!
      • Need something to say, time to update
    • Needs trust, not control
    • CEO “chat”
    • Disney cable – “Shiftlog”
      • Global technical operators
    • US University library
      • News, event management, facility use
    • End of the “typing pool” paradigm?
  • 23. Tags
    • Simple categories or key words
    • User-defined - “Folksonomy”
    • Each item can have multiple tags
    • Commonly used in blogs
    • Introduced to email by Gmail
    • Used by Flickr to tag images
    • Can use to generate a “tag cloud”
    • Del.icio.us – social book-marking
  • 24. Tags and taxonomy
    • A taxonomy is like a concrete footpath
      • Not frequently changed
    • Tags are more like tracks in the grass
      • More worn the more they are used
    • What is the best thing to do with grass tracks?
  • 25. RSS – ‘Real Simple Syndication’
    • Web feed of blog or other content
      • News feeds
    • User-defined subscription
      • Can reduce email network load
    • Users establish their own priorities!
    • Needs a “feed-reader” or aggregator
      • Built in to IE 7, Firefox, Office 2007
      • Tools available to convert to email
      • No user software installation
  • 26. http://www.google.com/ig/
  • 27. Podcasting
    • A pre-recorded audio program or message
    • Allows portability, time-shifting
    • Caters to different learning styles
    • So what’s new?
      • Simple software and devices
      • Anyone can produce
      • RSS feeds
  • 28. Videocasting
    • YouTube and the “home video” revolution
    http://www.youtube.com/user/plambe
  • 29. Online forums
    • Allows all users to post articles
    • Content pushed by email or browsed
    • All users are equal
      • (But some are more equal than others!)
    • May be moderated
      • Otherwise, may get out of control – flames, storms
    • Excellent medium for sharing
    • Serves a Community of Practice
    • Broader range of input and views than blogs
  • 30. http://www.actkm.org/
  • 31. Wikis
    • An online reference source, edited by users
    • "Wiki-wiki" = "hurry quick" (Hawaiian)
      • Quick to set-up, and supports rapid development
    • Easy online editing
      • Includes author comments and discussion
      • Lowers barriers to participation
    • Readily-available software
    • Vulnerability?
      • “iStore” experience
    • Reliability?
      • Wikipedia…
  • 32. Wikipedia
    • Encyclopaedia Britannica vs Wikipedia
      • December 2005
    • Nature magazine’s nature.com comparison
      • “Can multiple, unpaid editors match paid professionals for accuracy?”
    • 50 parallel reviews of articles from each
      • Eight serious errors, four from each
      • Other errors: Wikipedia 162, Britannica 123
    • Disputed by Britannica; defended by Nature
  • 33. Wikis in organisations
    • Good for experts to build a body of knowledge
    • Needs encouragement for input
      • Or critical mass?
      • Jimmy Wales – “5 to 10 dedicated people”
    • NAB – Training group collaboration
      • On an external site…
    • US Government Enterprise Architecture
    • Conference management - end-to-end
    • Telstra – Project Management for Online team
    • Email replacement – “Socialtext”
  • 34.  
  • 35. Our Intranet, the Wiki
    • Janssen-Cilag
    • 300 employees, Australia & NZ
    • Launch budget $11,000
    • Uses Confluence by Atlassian
      • Directory integration, attachments
    • Started with pilot on office relocation
    • After 12 months, 184 contributors
    • Content ownership key!
    • Nathan Wallace - http://www.e-gineer.com/v2/blog/2007/08/our-intranet-wiki-case-study-of-wiki.htm
  • 36. Connecting people
    • Expertise location
    • Social Network Analysis
    • Use “connectors”
      • Lend Lease “iKonnect” model
    • Add-on to directories
      • Add expertise, networks
    • IBM “Blue Pages”
  • 37. Instant Messaging
    • Managing “presence” across geographically-separated teams
    • Collaboration
    • Group messages
    • Faster than a speeding email?
    • Mobility applications
      • SMS
  • 38. http://twitter.com/kdelarue
  • 39. Twitter
    • 140-character messages
    • “Microblogging”
    • “Group proprioception”
      • “The ability to sense the position, location, orientation and movement of the body and its parts”
    • “ If only most companies realised the treasure trove of expertise and information that their employees would be able to access if they encouraged the use of such services”
      • Shane Goldberg, Telstra
  • 40. http://www.facebook.com/profile.php?id=625634789
  • 41. Online communities
    • Value
      • MySpace; $580 million
      • LinkedIn: $1 billion
      • Facebook: $15 billion
    • Some organisations were blocking Facebook
    • Some organisations are using Facebook
      • Deloitte has over 17,000 members
      • Directory, expertise location
      • Promoting events
      • Use to build or share apps
  • 42. http://secondlife.com/
  • 43. Virtual Worlds
    • 3D representations of real or imagined landscapes
      • Members use “avatars”
    • Second Life
      • Public spaces and private spaces available
      • ABC and BigPond use externally
    • Supports use for organisational training
      • IBM
      • Tertiary institutions
      • Mixed results
  • 44. http://www.telstraenterprise.com/
  • 45. Leveraging the community
    • Using viral marketing techniques
      • Build it and they will come?
      • … so long as it is fun or interesting
    • Let your market spread the word
    • “Big Beer” ad
    • Danish traffic authority
      • “Speed control bikini bandits”
      • http://delarue.net/blog/2007/06/get-used-to-21c/
    • Can you use this inside the organisation?
      • Why not?
  • 46. The fundamentals The power of social networking, people & trust
  • 47. Trust - the critical factor
    • Organisations must be prepared to trust staff
    • Management must be open
    • Security and confidentiality must not be used as an smokescreen…
    • Outcomes may not be direct or obvious in advance
    • Recognition that management do not have a monopoly on ideas…
  • 48. Why social media?
    • Enhances face-to-face networks
    • Increases personal connections between staff
    • RSS allows consumers to establish own priorities
      • Push and Pull concepts less clear
    • Supports rapid changes in priorities
    • Relevant info is distributed more quickly
    • Creates an information base over time
    • May take time
    • Not for everyone?
  • 49. Know your audience
    • Identify and understand target audiences
      • Know the culture
      • Natural tendency to share
      • Role and functions
      • Geographical diversity
      • Access to technology
      • Affinity for technology
    • Know how to cater to needs of each audience
    • Build tools to meet the needs
  • 50. Building a social community
    • Must be a reason to share
    • “Community of practice”
      • It’s the practice that’s important
      • “I am a…”
    • Provide rewards and recognition
      • But must be carefully targeted
    • Regular, focussed communication
      • Build in help and training
    • Mentoring more important than direction
  • 51. Who drives change?
    • “The primary driver of employee engagement is opening up decision making ”
      • John Smythe – Engage for Change
    • Power sharing – leader a guide, not a god
    • Command & control does not fit knowledge age
    • McKinsey research, many case studies
    • Architect engagement interventions
  • 52. Creativity
    • “ Individual creativity is a critical element of productivity, efficiency and work quality in today’s complex work in organisations”
      • Teresa Amabile, Harvard Business School
    • “ The challenges that arise in developing a new idea… provide the workforce with high levels of mental stimulation, problem-solving, employee-engagement and, thus, personal growth”
      • Edmund Phelps, Wall Street Journal
    http://delarue.net/blog/2007/02/making-people-creative/
  • 53. Wikinomics – harnessing prosumers
    • More than “customisation”
      • Too limited; need early engagement in design
    • Losing control
      • Let customers make own innovations, or they leave
      • Better than ceding the game completely
    • Become a peer
      • Don’t make products, innovate ecosystems
    • Share the fruits
      • Customers want a share of the ownership
      • Eg – Second Life
    Don Tapscott & Anthony D Williams
  • 54. Principles for social media
    • Trust - you don’t need to control everything
    • Understand your communities
    • Anticipate needs not yet fully articulated by your audience
    • Don’t let the security police put you off
    • Don’t get stuck with the conventional wisdom
    • Experiment!
  • 55. Harnessing Web 2.0 Getting the results
  • 56. Social Media
    • “ Social media has enabled me to feel ahead, not behind as I return to work after 2nd baby”
      • Serena Joyner (on Twitter)
    • Personal development
    • Virtual “water-cooler”
      • Looser network, thought leaders
      • “Warmer” than listserve
    • “In” a network, not “on” a platform
      • “Tool transparency”
    http://serendipitousconnections.wordpress.com/
  • 57. Social Media(2)
    • Meeting of minds
      • Online meetings have led to rich personal meetings
    • Mentoring and skill development
      • Offshore mentors within company
      • Inside and outside firewall
    • Building confidence in writing
      • Led to contributing to book
    • Change from hoarding to sharing
      • Greater success for organisation
    http://blog.wonderwebby.com/
  • 58. So who does it?
    • Intranet Dashboard survey, May 07
      • 50% of Australian companies interested in social networking, but not yet using
      • 26% had begun a trial or using
    • Forester, June 08
      • “Social Networks will Augment HR Strategies”
      • Recruiting, alumni programs, mentoring, learning, collaboration, and connecting people
      • “Professional networks are the backbone of business”
    http://blog.connectbeam.com/blog/2008/06/forrester-repor.html
  • 59. Royal Bank of Canada Intranet
    • 70,000 staff - only 1% reading printed comms
      • Largest share of costs
      • 91% preferred online
    • Developed INsite – online newsletter
      • Driven by regular feedback from staff
      • Debates, suggestions, content rating, polls
      • Virtual editorial board of 300 staff
    • Saved over A$340k pa in 18 months
    • Increased staff engagement significantly
    http://www.melcrum.com/
  • 60. Social Media Manager, BT
    • Decentralised Intranet, 100% accessible
    • “ Encouraging every employee to believe they can make a difference”
    • Social networks included in Business Drivers
    • BTpedia, blogging, collaboration, podcasting
    • Social networking – do, create, innovate, change
    • Focus on value, not risk
    • Start early, start small, build slowly
    Richard Dennison http://www.slideshare.net/InsideOut/international-employee-communications-summit-2008
  • 61. Twitter for news and info
    • “NASA confirms there is water on Mars”
      • Via Twitter
    • News out much faster than conventional media
    • Searchable content
    • “… actually becoming an essential part of my information-sourcing activities, which are critical to my role”
      • Shane Goldberg, Telstra
    http://search.twitter.com/search?q=water+mars
  • 62. Twitter for collaboration
    • “Twebinar”
    • Web-based seminar = “Webinar”
    • Add Twitter for participant collaboration
    • Presentation + collaboration
    • Removes geographical boundaries
      • Can also be used within a room
    • Ask questions
    • Gains peer-to-peer sharing benefit
    • Conversations before, during and after
    http://www.twebinar.com/
  • 63. The inductee
    • How do connected Gen Y round pegs fit into the organisational square hole?
    • … they probably feel that their arms and legs are being cut off!
    • Imagine if you were not “allowed” to use email!
    • “ People want to use their favourite technologies at work. They're satisfying themselves and not waiting for IT”
      • Dennis Moore, SAP
    Yahoo! News – 19 June 2007
  • 64.  
  • 65. http://delarue.net/blog/2008/03/found-car/
  • 66.  
  • 67. Which ones fit?
    • Combine
      • Producer/Consumer boundaries blurred
      • Set the agenda with blog articles
      • Improve engagement through online discussion
      • Use podcasts for key announcements
      • Leverage expertise sharing with wikis
    • Encourage sharing and connection
    • Break down the walls of the Ivory Tower
    • It’s up to you…
  • 68. Challenges, benefits and risks Gaining the benefits
  • 69. Implementation and availability
    • Software readily available
      • Free or low-cost
      • “Failure” not a financial loss
    • Hosted or DIY sites readily available
    • May be IT issues
      • Compatibility with existing systems
      • Firewall issues
      • “Skunkworks”
    • Content can be edited anywhere, with no software install
  • 70. Expect questions
    • Don’t we have collaboration tools already?
    • Will these tools lead to collaboration?
    • Aren’t these just fads?
    • What about security?
    • Can we trust our people?
    • How do they fit in with our architecture?
    • Won’t these tools confuse people?
    • How will we manage all this content?
    Matt Moore - http://engineerswithoutfears.blogspot.com/
  • 71. The home-baked approach
    • IBM building in-house versions
      • Blue Twit – twitter
      • Beehive - Facebook
      • Dogear - Del.icio.us (favourite sharing)
    • Beehive has 30,000 users (May 2008)
      • Including top executives
    • Assist with geographically dispersed teams
    • Strengthen staff ties
    • Aid with knowledge sharing and innovation
    http://www.businessweek.com/magazine/content/08_22/b4086056643442.htm
  • 72. Stepping outside…
    • Training group collaborating on an external wiki
    • Facebook as a corporate expertise directory
      • Private network – for free
      • Brian Lehrer, WNYC, 27 Aug 07
    • What is the cost of people working in isolation?
  • 73. Measurement & ROI
    • What do you measure?
      • Traditional measures of usage, views and participation
      • The 100/10/1 rule
      • (1 to set up, 10 involved, 100 consume)
      • Application of social network analysis
    • How do we show value?
      • The “I” should be low
      • Productivity gains & reduced email load
      • Impact on the bottom line?
    Matt Moore - http://engineerswithoutfears.blogspot.com/
  • 74. The security issue
    • Security can be a real issue
    • Security can also be a smokescreen
      • Hiding knowledge hoarding
      • The “Ivory Tower” syndrome
      • “You can’t trust a sales person to understand…”
    • “There is no secret knowledge!”
  • 75. The risk of information leakage?
    • Can lead to a “clamp-down” on info sharing
    • This can lead to disengaged, disempowered staff
    • “Rebellion” can follow
    • This can lead to a risk of information leakage…
    • The importance of trust
    http://shugg.wordpress.com/2008/06/15/communication-scary/
  • 76. The benefits of social media
    • Engaged staff - people feel “heard”
    • Better, quicker staff access to needed information
    • More benefits from knowledge sharing
    • Organisational access to staff knowledge and ideas
    • Easier to find right people quickly
    • Innovation much more rapid
    • Personal ties lead to staff retention
    • Improve connections across geography
  • 77. Thank You! [email_address] +61 418 51 7676 Blog: http://acknowledgeconsulting.com/