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Web 2.0 At Work - Simple And Social Collaboration Between Coworkers


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This is a presentation from an "awareness seminar" held by Oscar Berg and Henrik Gustafsson from Acando about how Web 2.0 principles and social tools can be used to improve collaboration, knowledge …

This is a presentation from an "awareness seminar" held by Oscar Berg and Henrik Gustafsson from Acando about how Web 2.0 principles and social tools can be used to improve collaboration, knowledge exchange and innovation in an enterprise context.

Published in: Business, Technology, Education

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  • 1. WEB 2.0 AT WORK © Acando AB
  • 2. Communication technologies change society in waves © Acando AB
  • 3. © Acando AB
  • 4. © Acando AB
  • 5. © Acando AB
  • 6. © Acando AB
  • 7. Innovations like these have helped to democratizise access to information. © Acando AB
  • 8. . © Acando AB
  • 9. Since information is power, such innovations are often met with scepticism and fear. © Acando AB
  • 10. But we must try to overcome our scepticism and fears by learning to see the value these innovations bring. © Acando AB
  • 11. We Must Learn To Look Beyond Obvious © Acando AB
  • 12. We Must Learn To See The Tools Social Networks Blogs Wikis Sharing websites Instant Messaging Social Micro-blogging RSS feeds Bookmarking & readers © Acando AB
  • 13. We Must See The Needs They Adress Find and connect with other people Share information and experiences Contribute to with others and use collective intelligence Communicate Share photos spontaneously with others and direct with others Consume relevant Share any Communicate information from Information you quick and informally sources you trust find with others with others © Acando AB
  • 14. As individuals, many of us are already using these tools to enrich and simplify our (social) lives. © Acando AB
  • 15. Our question today: How can an organization improve collaboration with these simple and social tools? © Acando AB
  • 16. Web 2.0 at Work Simple & Social Internal Collaboration © Acando AB © Acando AB
  • 17. Some Short ”Facts” About Us Henrik Gustafsson Oscar Berg ● MSc in Informatics, Knowledge ● MSc in Informatics, Interactive Management Systems ● Strategy, analysis, architecture ● Analysis, architecture, usability ● Content, portals, integration ● Web, portals, collaboration ● Virtual teams ● Virtual teams, off-shore Visit our blog: © Acando AB
  • 18. “ If HP knew what HP knows, we ” would be three times as profitable. Lew Platt Former CEO of Hewlett-Packard © Acando AB
  • 19. PART I Trends & Challenges © Acando AB
  • 20. How the Web Has Evolved 2.0 Simple 1.0 One-way 1.X Dynamic & & social & broad interactive Blogs E-mail Dynamic Websites Wikis Static Websites Portals RSS Discussion forums Communities Mashups Instant Messaging Agents Pod- & webcasts Chat Rooms VIdeo Conferencing Social Networks Web services Social Bookmarking Collaborative filtering Folksonomies VOIP Based on AIIM (2008) – Enterprise 2.0: Agile, Emergent & Integrated © Acando AB
  • 21. 1996 2006 Mostly Read-Only Widly Read-Write 80 000 000 sites 250 000 sites Collective Intelligence 1+ billion users worldwide 45 million users worldwide © Acando AB
  • 22. Pillow Fight Flash Mob Torino, Italy . © Acando AB
  • 23. “ Most of the barriers to group action have collapsed… We can have groups that operate with a birthday party's informality ” and a multinational's scope. Clay Shirky Author of “Here Comes Everybody: The Power of Organizing Without Organizations” © Acando AB
  • 24. The Principles of “Old” Media to the many A few a publisher who writes sells for because the publisher owns the production and distribution means © Acando AB
  • 25. The Principles of Social Media Anyone to anyone can produce, copy and share anything at almost no cost! © Acando AB
  • 26. “ All business are media businesses, because whatever else they do, all businesses rely on the managing of information for two audiences - ” employees and the world. Clay Shirky “Here Comes Everybody: The Power of Organizing Without Organizations” © Acando AB
  • 27. The Collaboration Forces Working Pro Working Against Globalization Ignorance Consumerization Behavior of IT ”The Google Power Generation” Democratization Legacy © Acando AB
  • 28. “ You are already an integral part of Web 2.0 business economy. Every time you click on Google, Wikipedia, eBay or Amazon you are sparking network effects…even if you do not ” buy anything. Amy Shuen, Author of “Web 2.0 A Strategy Guide” © Acando AB
  • 29. The Collaboration Challenge © Acando AB
  • 30. What Do We Mean With Collaboration? Communication Interaction Collaboration Goal © Acando AB
  • 31. One-to-One One-to-Many Many-to-Many Communication- Centric Content- Centric © Acando AB
  • 32. E-mail is Being Mis/Overused ● Overuse and inappropriate use Many-to-Many ● No structure or control ● Lock-in of key information Content- Centric ● Key information leaves organization ● Information overload ● Enormous volumes of content © Acando AB
  • 33. Workflow Systems Don’t Fit All Tasks or Users ● Does not fit user's workstyles Many-to-Many ● Not supporting knowledge work ● Over-focus on approval Content- Centric ● Usually complex and requires education ● Licenses not available for all © Acando AB
  • 34. Portals Are Not Personal ● Mainly one-way communication One-to-Many ● Everyone cannot contribute ● Role needs <> individual needs Content- Centric ● One “truth” how to organize information ● Tools and content in focus, not people © Acando AB
  • 35. Key Ingredients for Successful Collaboration © Acando AB
  • 36. Collaborative Culture Command-and-control Consensus-driven Formal Informal Hero-culture Mentoring-culture Fear of making mistakes Trial-and-error © Acando AB
  • 37. Truly Collaborative Tools Fits my Fits work-style Different needs Universally Informal & accessible spontaneous People are Encourages Easy to use visible contribution © Acando AB
  • 38. Collaborative Awareness I interact with I interact with others when I others regularly have the time and self-initiated Me 1.0 Me 2.0 I use I only use multiple e-mail tools I have I occationally ambient update myself awareness © Acando AB
  • 39. What About Knowledge Management? © Acando AB
  • 40. The “Rules” of Business Are Changing The basis of the operation is the Knowledge-based structure of the activities. The basis of the operation is the knowledge of individuals. Structure-based © Acando AB
  • 41. The Knowledge Management Problem ● Knowledge is often stored in private notebooks and in peoples heads (tacit knowledge) ● Knowledge is typically exchanged ad hoc and informally person-to- person © Acando AB
  • 42. The Problem with Knowledge Management version 1.0 ● Really not about people ● Knowledge treated as a separate quot;thingquot; ● Knowledge management seen as a separate act ● No return on contributions ● Does not blend with human nature © Acando AB
  • 43. What Web 2.0 Brings to Knowledge Management ● Simple and social tools enable a convenient and user-driven way to capture tacit knowledge and build collective intelligence Social Network Blogs Wikis ● Blogs and wikis are the 21st Century‟s notebooks and social networks are the water coolers © Acando AB
  • 44. PART II Tools, Technologies and their uses © Acando AB
  • 45. “ Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies ” and their partners or customers. Andrew McAfee Associate Professor, Harward Business School © Acando AB
  • 46. How Web 2.0 is Penetrating the Enterprise Blogs 45% RSS 43% Wikis 35% IDC, “Quick Look Survey”, February 2007 © Acando AB
  • 47. How Enterprises Are Using Web 2.0 Internal 75% collaboration Interfacing 70% with customers Interfacing with 51% partners & suppliers The McKinsey Quarterly, ”How Businesses are using Web 2.0”, June 2007 © Acando AB
  • 48. The Challenge: Getting the Balance Right & Control Empowerment Corporate IT Control Users in Control Corporate Content User-Generated Content Search & Browse Publish & Subscribe Corporate Taxonomies User-Generated Metadata Transactional Interactions Social Interactions Enterprise Applications Individual Applications ©2007 Collaborative Strategies 47 © Acando AB
  • 49. “ Being dismissive of blogs and wikis because of how they are most of-ten used, and talked about, today is a mistake. What is important is how ” they could be used. The Gilbane Report Vol 12 no 10, 2005 quot;Blogs & Wikis: Technologies for Enterprise Applications?quot; © Acando AB
  • 50. Positioning Collaboration Tools in Time and Space Time E-mail Workflow Portals Apart Together Phone SMS Video Conferencing Together Apart Space © Acando AB
  • 51. Positioning Collaboration Tools in Context and Structure Context Ecosystem Enterprise Team/Unit Individual Structure Ad-hoc Project Process © Acando AB
  • 52. We Need Many Different Spaces for Collaboration Enterprise Business Office Unit Team Project Community Friends of Interest Community of Practice © Acando AB
  • 53. Key Tools & Technologies © Acando AB
  • 54. Key Tools And Technologies We Will Focus On Social networks – Connections & Context Syndication & Mashups - Reuse © Acando AB
  • 55. ENTERPRISE BLOGS © Acando AB
  • 56. Anyone Who Can Write Can Blog Edit easily Label your post Publish immediately or later © Acando AB
  • 57. Read and Share as You Like Subscribe to feed Comment Share and Bookmark © Acando AB
  • 58. “ Our legal department loves the blogs, because it is basically a written-down, backed-up, permanent time-stamped ” version of the scientists notebook. Marissa Mayer VP of Search Product & User Experience , Google © Acando AB
  • 59. Why Enterprise Blogs? ● Blogs are a good way of conveying information instantly to the rest of your community in one action ● They can be used as a timeline of events within a workgroup ● Capture and present ideas and opinions to coworkers ● Gather feedback and involve others in discussions © Acando AB
  • 60. Examples of Enterprise Uses ● CEO blog for communicating with coworkers ● Product management blogs for product communication and strategies ● Project management blogs for meeting minutes, project history, project definition, risks… ● Sales blogs for sales and customer development ● Personal blogs for sharing experiences, links, news, ideas, opinions… © Acando AB
  • 61. ENTERPRISE WIKIS © Acando AB
  • 62. Collective Editing Made Easy Edit without Discuss approval View history Get notified Structure by linking © Acando AB
  • 63. How to Edit a Wiki 1. Check if subject exists 2. Exists = continue to next step Edit WIKI Does not exist = create a new PAGE page 3. Edit the page 4. Save Previous versions © Acando AB
  • 64. Why Enterprise Wikis? ● Captures business information that otherwise would float around in emails ● Easy to access and find information as the wiki is web-based and provides search ● Easy and fast to edit thanks to simple interface and flexible format ● Easy to fix mistakes thanks to versioning and audit trail of unstructured content Anyone can contribute! © Acando AB
  • 65. Examples of Enterprise Uses ● Knowledge bases with corporate “how-to‟s”, information for new employees, practical information ● Requirements management for capturing, negotiating and agreeing on requirements ● Capturing quot;intelligencequot; such as competitor and industry activities and consumer trends ● R&D quickly capture bookmarks and commentary on topics. write up research proposals, notes, and experiments ● Corporate glossaries such as product terminology © Acando AB
  • 66. “ The decision to embrace wikis is part of a changing ethic at the department, from a „need to know culture‟ to a ” „need to share culture‟. Eric M. Johnson Office of eDiplomacy, US State Department © Acando AB
  • 67. ”Intellipedia” - Connecting the Dots at CIA After 9/11 © Acando AB
  • 68. Wrapping Up About Blogs and Wikis Single- Blogs author insights User-generated, interlinked and rapidly Collective adaptable bodies of Intelligence knowledge open to everyone Multi-author “agreed-upon” Wikis knowledge © Acando AB
  • 70. What is Social Networking? © Acando AB
  • 71. “ The social network put all that we ” were doing into context. Richard Dennison Intranet and channel strategy manager at BT © Acando AB
  • 72. Why Enterprise Social Networks? ● A shared social space for people who are apart in time and/or space ● Easy to find people to connect, communicate with and get to know them ● Rapid distribution of relevant and informal information person-to-network ● Build relationships across boundaries (organizational, geographic…) ● Provides a context for knowledge exchange © Acando AB
  • 73. Social Networks Enable More and Broader Interaction © Acando AB
  • 74. Key Features – Examples Find & connect with people Describe who you are in a profile Tag your own and other people‟s content Share content © Acando AB
  • 75. Key Features – Examples See network activities Participate in groups © Acando AB
  • 76. User Activities Brings Valuable Content to the Surface Editorial Selection Comments Favourites Downloads Visits & Views Links Tags Embeds Social Bookmarks Shares © Acando AB
  • 77. The Long Tail of Content Use Usage rate 1-5% above ”the water line” Still findable and accessible, but filtered out Total amount of content © Acando AB
  • 78. Social Tools Encouraging Disruptive Thinking at BT © Acando AB
  • 80. Subscribe to Information and Read in a Reader Subscribe to feeds Label items Read all feeds Bookmark items in one place Mark items as read Share items © Acando AB
  • 81. Ordinary Surfing for Information = Constant Checking Has anything changed? Are there any new posts? Check Will a search return something new? Check Check Based on slides by James Dellow (2008) © Acando AB
  • 82. Syndication Makes the Content Come to You Instead News about content changes New blog posts New search results Based on slides by James Dellow (2008) © Acando AB
  • 83. Why Syndication? ● Control what you read ● Spend less time searching ● Receive information instantly and in a consistent manner ● Increase you capacity to consume many sources ● Avoid occupational spam by avoiding irrelevant information and spam © Acando AB
  • 85. No Programming Required! Search Rearrange Drag-and-drop Authentication Straight from the Configure source © Acando AB
  • 86. Mashups Are Lightweight Services ● Mashups are lightweight, Develop Assemble composite applications, based on web architecture Developer User ● They mix and source content or functionality from existing systems ● The sourced content and functionality retain their original purpose Illustration based on illustration by Dion Hinchcliffe (2007) © Acando AB
  • 87. According to Gartner by 2010, 80% of enterprise applications will be mashups. © Acando AB
  • 88. Web 2.0 Lower The Investment Barriers SaaS Mashups and hacks Buy Build Value Unserved demands Projects that do Projects that do not justify big IT justify big IT spending spending Amy Shuen (2008) © Acando AB
  • 89. Why Enterprise Mashups? ● Allow for real-time business intelligence by aggregate information from various sources ● Can serve temporary and urgent needs as they can be quickly assembled ● Can be adapted to personal needs as it mashups are assembled rather than programmed and can be assembled by anyone ● Puts transactional data in context by allowing connections to both structured sources (enterprise apps) and unstructured sources (blogs, web sites…) © Acando AB
  • 90. Collaboration in Practice © Acando AB © Acando AB
  • 91. Case Study: Team Collaboration • Share ideas, opinions, experiences, news Blog • Distribute agendas and meeting minutes • Information to iroduce new coworkers Wiki • Keep history of sales activities • Use as knowledge base • Collaborate on document deliverables File Share • Share presentations, documents, articles • Store templates, resources, reference cases • Quick questions and statuscheckups IM • Real-time conversations 1-to-1 or M-to-M Web • Internal virtual meetings • External virtual meetings Conferencing © Acando AB
  • 92. The Collaboration Platform © Acando AB © Acando AB
  • 93. © Acando AB
  • 94. The Collaboration Platform Collaboration Spaces Enterprise Unit Project Community Personal Collaboration Tools Instant Intranets & Voice Blogs & wikis Mashups Messaging Portals Desktop Web- & RSS Video File Sharing Sharing Podcasts Readers Tagging & Profiles & Social Social E-mail RSS Presence Networks Bookmarking Basic Content Services Versioning Search Security Workflow Metadata © Acando AB
  • 95. Web 2.0 Tools – What They Have and What They Need Integrated Rich Accessible Media Social Secure Choice Simple Enterprise of tools © Acando AB
  • 96. SOA And Web 2.0 Exploit Services but.. • Heavyweight • Composites • SOA Application services • Centralized • Enterprise • Planned Service Paradigm • Lightweight • Mashups Web • Content services • Peer 2.0 • In the cloud • Emergent © Acando AB
  • 97. Magic Quadrant for Collaboration © Acando AB
  • 98. The Social Software Marketplace – On-Premises Software Collaboration Platforms Wiki Software Microsoft – SharePoint 2007 Atlassian – Confluence IBM – Connections/Quickr MediaWiki – MediaWiki Oracle – Oracle WebCenter Suite/Pathways Socialtext – Socialtext EMC – Documentum Twiki – Twiki OpenText – Livelink ECM – Extended Collaboration Blog Software Social Software Suites Six Apart – Movable Type Automattic – WordPress Drupal – Drupal Awareness – Awareness Platform Connectbeam – Social Software Appliance RSS Software Jive Software –Clearspace Attensa – Attensa FeedServer Traction Software –TeamPage NewsGator – Enterprise Server NewsGator – Social Sites Telligent – Community Server © Acando AB
  • 99. The Social Software Marketplace – Software as a Service Collaboration Suites Wiki Software Google – Google Apps Socialtext GroupSwim – GroupSwim Twiki Blog Software Web Conferencing Automattic – WordPress Cisco – WebEx Google – Blogger Microsoft – LiveMeeting TypePad Yugma GoToMeeting Instant Messaging Google – Google Talk Microsoft – MSN Messenger © Acando AB
  • 100. PART III Approaching Web 2.0 at Work © Acando AB
  • 101. Proactive • Collaboration Managed nurtured and • Collaboration cultivated allowed to Reactive grow • Collaboration choked or cut down 100 © Acando AB
  • 102. Key Disciplines Of Collaboration Maturity Awareness Culture Architecture Governance © Acando AB
  • 103. Key Disciplines Of Collaboration Maturity Reactive Communication and coordination Awareness as a way to collaborate A hero culture with strong Culture command and control structures Individuals find their own tools Architecture and how to manage content Individuals need to act based Governance on their own judgment © Acando AB
  • 104. Key Disciplines Of Collaboration Maturity Reactive Managed Communication Local and coordination Awareness collaboration for as a way to problem solving collaborate A hero culture A more informal with strong culture striving Culture command and for synergies and control structures consensus Individuals find Standardized their own tools tools and Architecture and how to accessible manage content content Guiding Individuals need principles and Governance to act on their supporting roles own judgment defined © Acando AB
  • 105. Key Disciplines Of Collaboration Maturity Reactive Managed Proactive Communication Cross- Local and coordination collaboration for Awareness collaboration for as a way to optimization and problem solving collaborate innovation A hero culture A more informal A sharing and with strong culture striving Culture mentoring culture command and for synergies and based on trust control structures consensus Individuals find Standardized Integrated their own tools tools and flexible Architecture and how to accessible collaborative manage content content platform Guiding Balance of Individuals need principles and flexibility and Governance to act on their supporting roles control (mainly own judgment defined user led) © Acando AB
  • 106. Governance For The Formal And Informal Formal process • Defined artifacts & products • Structured and secured approach • Value for the enterprise Tipping Point • Cost-Benefit • Compliance • Risk Informal process • Ideas & concepts • Spontaneous and open approach • Value for community © Acando AB
  • 107. Change Required On All Levels Management • Vision and a collaborative environment • Be accessible and less formal • Broad input and spontaneous interactions • Trust your co-workers and let ideas flow • Remove barriers and leverage initiatives Co-worker • Present and promote yourself • Connect to people and expand your network • Create, share and participate actively • Be a role model • Coach and guide your colleagues © Acando AB
  • 108. “ Realize that Enterprise Web 2.0 is unavoidable. Begin planning how to deploy effective Web 2.0 capabilities ” for maximum business value. Anthony Bradley Gartner © Acando AB
  • 109. Getting Started with The Acando Approach How to kick-start an initiative Intention Vision Development Life-Cycle Awareness Seminar(s) - customized seminar Direction Workshop(s) - pains, challenges, maturity, stakeholders, value…. © Acando AB
  • 110. Web 2.0 Success Factors Set the Start Manage a Be social immediately portfolio of committed networks and focus Web 2.0 for the long and the on business tools and run and culture as value, not seed reward the risk content participation foundation © Acando AB
  • 111. Principles of Web 2.0 ● Users create value ● Utilize collective intelligence ● People build connections ● Get visible and social ● Networks multiply effects ● Actively promote growth ● Syndicate corporate competence ● Reuse and repurpose assets My Organization ● Ecosystems are value networks ● Limit the barriers for collaboration and innovation Amy Shuen (2008) © Acando AB
  • 112. Web 2.0 Challenges And Enterprise Stakeholders • How to attract • How to re-use • How to capitalize user participation knowledge assets competence, web and build on and improve infrastructure, collective user collaboration and and activate value? innovation? network effects? Marketing Operations Finance • How to empower • How to set up a the individual and simple, flexible enrich interaction and integrated in social collaborative networks? platform? HR IT © Acando AB
  • 113. THANK YOU! © Acando AB © Acando AB