Explaining and capture value in Communities of Practice
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Explaining and capture value in Communities of Practice

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2003 - Talk at the Knowledge Management Summer School. Introduction of the Macuarium Quadrant of community types, and reflection on value capture.

2003 - Talk at the Knowledge Management Summer School. Introduction of the Macuarium Quadrant of community types, and reflection on value capture.

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Explaining and capture value in Communities of Practice Explaining and capture value in Communities of Practice Presentation Transcript

  • MacuariumNetwork Living Knowledge Explaining and capturing CoP value Miguel Cornejo miguel@macuarium.com 3rd European Knowledge Management Summer School San Sebastián, 7-12 September 2003
  • Contents •  Goals •  Knowledge as an enabler •  Knowledge as an asset •  Macuarium Quadrant and examples •  Capturing value •  Open discussion
  • Goals •  how Communities accrue value for users, •  how to map it •  how to capture that value in a way that the organization can measure... and eventually charge for. for orgs: get value, publish news
  • Knowledge as an enabler “knowledge” (model) •  the set of information that enables the receiver to satisfy a need. •  The sum of data and context necessary for a person to perform a desired activity (physical, commercial, mental or emotional). Value of being able •  it enables the holder to do something productive (allows to create value). •  a scarcity component and will often be lower as more people share it •  a competitive component, since it enables differentiation The “share and keep fallacy”
  • Knowledge as an asset An Asset: •  Quantifiable. Measure, parcel and trade. •  Valuable. Cost-independent. Expressable in a common exchange good (say, money). •  Tradable. Can change hands and still be useful. •  Private. Someone can decide on it, and it can be exclusively exploited. Essentially: you can withhold, you can charge. Communities are working knowledge exchanges.
  • Macuarium Quadrant and examples People and organizations have different behaviour when: •  knowledge received can be directly applied to the improvement of economic situation or the execution of a job, •  … or knowledge’s quality as an asset is high. SUBJECTIVE / INDIRECT VALUE OBJECTIVE / DIRECT VALUE Than when: •  knowledge received can only indirectly affect productive capacity, or not at all (curiosity, leisure… the “priceless”), •  … or has low asset quality (unmeasurable, untradeable, public…).
  • Macuarium Quadrant and examples OBJECTIVE PROJECT C. INDIVIDUAL C. OF PRACTICE INDIRECT DIRECT C. OF INTEREST AMORPHOUS C. SUBJECTIVE ORGANIZATION
  • Capturing value in CoI Individual wants: OBJECTIVE •  Information •  Social integration PROJECT C. Capture with: INDIVIDUAL C. OF PRACTICE •  Extra search tools INDIRECT DIRECT C. OF INTEREST AMORPHOUS C. •  Member galleries / directories •  Private forums / chats •  Individualization (avatar) Corporates want: SUBJECTIVE •  Promotional target ORGANIZATION •  Marketing research group Capture with: •  Traditional advertising •  Infomercials •  Events •  Content-related ads •  Market-research tools
  • Capturing value in CoPs Individual wants: OBJECTIVE •  Solve practical doubts •  Recognition Capture with: PROJECT C. •  Membership fee INDIVIDUAL C. OF PRACTICE INDIRECT DIRECT C. OF INTEREST •  Extra search tools AMORPHOUS C. •  Paid content •  Yellow page listing •  Expert hotline Corporates want: SUBJECTIVE •  Support service ORGANIZATION •  Innovation and best practices •  Knowledge stewardship (internal) Internal CoP can be: •  (Strategic) marketing -  tool to enable knowledge transmission and work efficiency of knowledge workers. Capture with: -  steward for a range of knowledge domains. •  (see CoIs) -  upkeeper of knowledge objects. •  Sponsored / dedicated CoPs -  emergency management tool. •  Outsourced support -  talking-shop and decision-making centre •  Goal measurement (internal)
  • Capturing value in Amorphous Coms. Individual wants: OBJECTIVE •  Gossip (low relevance info) •  Loose social integration Capture with: PROJECT C. •  Private forums /chats INDIVIDUAL C. OF PRACTICE INDIRECT DIRECT C. OF INTEREST •  Gaming clans AMORPHOUS C. •  Instante messaging options •  Personalization (avatars) Corporates want: •  Wide-focus marketing SUBJECTIVE •  Potential targeting ORGANIZATION Capture with: •  User data mining •  Low price traditional advertising
  • Capturing value in Project Coms. Individual wants: OBJECTIVE •  Shared-goal collaboration •  Relevance to work Capture with: PROJECT C. •  Collaboration tools on demand INDIVIDUAL C. OF PRACTICE INDIRECT C. OF INTEREST (elancers) DIRECT AMORPHOUS C. •  Private areas on demand (elancers) Corporates want: •  Higher employee efficiency •  Better management and control SUBJECTIVE Capture with: ORGANIZATION •  Wider collaboration toolset •  Wider control toolset •  Better reporting tools
  • Open discussion •  Comments, disagreements •  Examples •  More ideas for capturing value •  …
  • Macuarium Quadrant and examples OBJECTIVE PROJECT C. INDIVIDUAL C. OF PRACTICE INDIRECT DIRECT C. OF INTEREST AMORPHOUS C. SUBJECTIVE ORGANIZATION
  • MacuariumNetwork Living Knowledge Contact: Miguel Cornejo miguel@macuarium.com