Web 2.0 Community Strategies Inside And Out (V4)

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A presentation given at the Open Text Content World customer event in November 2008

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  • Web 2.0 Community Strategies Inside And Out (V4)

    1. 2. Web 2.0 Community Strategies Inside and Out Kimberly Edwards Product Manager June 6, 2009
    2. 3. Outline <ul><li>In this interactive session we'll cover motivation, expectations and design practices based on direct experiences from a range of business-oriented communities and social networks. </li></ul>Topics Communities defined What we’ve learned from Web 2.0 Requirements for successful communities Virtual community examples On Wikis – What’s different in an enterprise?
    3. 4. The Wrong Conversation I want a Community! I’ll make you one!
    4. 5. The Wrong Conversation… Here’s a large Community toolset! ?!
    5. 6. Toolset <ul><li>A virtual community can be built with just one basic tool! </li></ul><ul><li>Bottom-up </li></ul><ul><ul><ul><li>A single person </li></ul></ul></ul><ul><ul><ul><ul><li>e.g. A blogger using a simple blog (with series of tactics to develop a following) </li></ul></ul></ul></ul><ul><li>Top-down </li></ul><ul><ul><ul><li>One person or a like-minded group (with an opportunity) </li></ul></ul></ul><ul><ul><ul><ul><li>e.g. Wikipedia </li></ul></ul></ul></ul>A Web 2.0 Lesson from the Consumer Web Never underestimate the importance of promotion to success
    6. 7. Wikipedia Number of Participants Degree of Individual Engagement Information Consumers Editors & Contributors A single, content-centric platform = Enterprise Wiki A Web 2.0 Lesson from the Consumer Web
    7. 8. The questions are: “ Which technology tool or tools are best?” “ How should they be deployed?”
    8. 9. Community Group of people sharing a common understanding who reveal themselves by using the same language, manners, tradition and law. en.wiktionary.org /wiki/community
    9. 10. Community … In human communities, intent, belief, resources, preferences, needs, risks and a number of other conditions may be present and common, affecting the identity of the participants and their degree of cohesiveness… en.wikipedia.org /wiki/Community
    10. 11. Community… … In sociology, the concept of community has caused infinite debate … en.wikipedia.org /wiki/Community
    11. 12. Community of Practice The concept of a community of practice (often abbreviated as CoP) refers to the process of social learning that occurs and shared sociocultural practices that emerge and evolve when people who have common goals interact as they strive towards those goals. http://en.wikipedia.org/wiki/Community_of_practice
    12. 13. Virtual Community of Practice To some a virtual community of practice is a misnomer as the original concept of a community of practice (CoP) was based around situated learning in a co-located setting. However, with increasing globalization and the continued growth of the Internet many now claim that virtual CoPs do exist… http://en.wikipedia.org/wiki/Virtual_Community_of_Practice
    13. 14. The Three Elements of a CoP (Etienne Wenger) <ul><li>Domain : the area of knowledge that brings the community together, gives it its identity, and defines the key issues that members need to address. </li></ul><ul><ul><li>A community of practice is not just a personal network: it is about something. Its identity is defined not just by a task, as it would be for a team, but by an &quot;area&quot; of knowledge that needs to be explored and developed. </li></ul></ul><ul><li>Community : the group of people for whom the domain is relevant, the quality of the relationships among members, and the definition of the boundary between the inside and the outside. </li></ul><ul><ul><li>A community of practice is not just a Web site or a library; it involves people who interact and who develop relationships that enable them to address problems and share knowledge. </li></ul></ul><ul><li>Practice : the body of knowledge, methods, tools, stories, cases, documents, which members share and develop together. </li></ul><ul><ul><li>A community of practice is not merely a community of interest. It brings together practitioners who are involved in doing something. Over time, they accumulate practical knowledge in their domain, which makes a difference to their ability to act individually and collectively. </li></ul></ul>http://www.knowledgeboard.com/download/1890/Knowledge-management-as-a-doughnut.pdf.pdf Focus Content Creation Collaboration
    14. 15. Communities Virtual Enabled by technology Group of People working together with a shared focus This applies to all communities, not just CoPs
    15. 16. The Three Elements of all Virtual Communities <ul><li>Virtual Communities are characterized by: </li></ul><ul><li>Domain – Focus </li></ul><ul><ul><ul><li>the area of common focus that brings the community together, gives it its identity, and defines the key issues that members need to address </li></ul></ul></ul><ul><li>Community Membership & Interactions – Collaboration </li></ul><ul><ul><ul><li>the group of people for whom the domain is relevant </li></ul></ul></ul><ul><ul><ul><li>the quality of the relationships among members </li></ul></ul></ul><ul><ul><ul><li>the definition of the boundary between the inside and the outside </li></ul></ul></ul><ul><li>Practice – Content </li></ul><ul><ul><ul><li>the body of knowledge, methods, tools, stories, cases, documents, which members share and develop together </li></ul></ul></ul>
    16. 17. The Three Elements of all Virtual Communities <ul><li>Needs : </li></ul><ul><ul><li>Domain </li></ul></ul><ul><ul><ul><li>Clearly defined in the charter and design for top-down </li></ul></ul></ul><ul><ul><ul><li>A focus of interest for bottom-up </li></ul></ul></ul><ul><ul><li>Community Membership & Interactions </li></ul></ul><ul><ul><ul><li>Membership </li></ul></ul></ul><ul><ul><ul><ul><li>How do people join? Who should join? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Balance security/permissions against openness </li></ul></ul></ul></ul><ul><ul><ul><li>Relationship facilitation </li></ul></ul></ul><ul><ul><ul><ul><li>Pick the right tools from the collaborative toolset </li></ul></ul></ul></ul><ul><ul><li>Practice </li></ul></ul><ul><ul><ul><li>Contained within documents, wikis, discussions, forums, blogs </li></ul></ul></ul><ul><ul><ul><ul><li>A confusing range of choices </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ease of creation and ease of access are critical </li></ul></ul></ul></ul>
    17. 18. The Spectrum & Domain of Virtual Enterprise Communities Number of Participants Degree of Individual Engagement Team Customers CoP Dept. Intranet Area of Knowledge Tasks Shared Product Common Roles Shared Role = Employee Enterprise 2.0 Collaboration & Content Creation Content Consumption
    18. 19. Other Kinds of Virtual Communities? Number of Participants Degree of Individual Engagement Team Customers CoP Dept. Intranet ? Web 2.0 Lessons from the Consumer Web
    19. 20. Facebook, MySpace, LinkedIn, etc. Number of Participants Degree of Individual Engagement Users Social networks create opportunities for self-organizing communities based on a selected focus Community A Web 2.0 Lesson from the Consumer Web
    20. 21. Community examples
    21. 22. Example Enterprise Wiki – OT Central Wiki
    22. 23. Example – Homepage to Orient Staff
    23. 24. Example – Portal Community
    24. 25. Example – Product Community
    25. 26. Example – Partner
    26. 27. Communities with several technologies
    27. 28. Collaborative Toolset <ul><li>‘ Classic’ Livelink </li></ul><ul><li>Project </li></ul><ul><li>Discussion </li></ul><ul><li>Task </li></ul><ul><li>Workflow </li></ul><ul><li>News </li></ul><ul><li>Livelink Real Time </li></ul><ul><ul><li>(Alternate interface) </li></ul></ul><ul><li>IM/Chat and ‘Buddy List’ </li></ul><ul><li>Screen sharing </li></ul><ul><li>Meetings </li></ul><ul><li>Livelink Communities </li></ul><ul><li>Community Workspace </li></ul><ul><li>Community personal homepage </li></ul><ul><li>Forum </li></ul><ul><li>Q&A </li></ul><ul><li>FAQ </li></ul><ul><li>Blog </li></ul><ul><li>Wiki </li></ul><ul><li>Experts </li></ul>
    28. 29. Example – Blogs, Wikis and Homepage
    29. 30. Example – Project with Discussion, Wiki & Library
    30. 31. Example – Project with Blog, Library & Real Time
    31. 32. Community Promotion <ul><li>Email simple instructions to selected colleagues </li></ul><ul><li>I have created a new community for the RT Project. Please note the following: </li></ul><ul><ul><li>Simple URL: https://rt.company.com </li></ul></ul><ul><ul><li>Please bookmark </li></ul></ul><ul><ul><li>Forum email address: [email_address] </li></ul></ul><ul><ul><li>Please add to your address book </li></ul></ul><ul><ul><li>Subscribe to all discussion or set Notifications </li></ul></ul>Never underestimate the importance of promotion to success
    32. 33. On Wikis
    33. 34. A Plague of Wikis <ul><li>Within a short period after wikis were enabled within Open Text on our Intranet there were over 200!! </li></ul><ul><li>vs. </li></ul><ul><li>Wikipedia is a single wiki with over 2.5 million English language pages </li></ul><ul><li>Wiki search and find tools work within a wiki not across wikis (in general) </li></ul>I want a Wiki! A Web 2.0 Lesson from the Consumer Web
    34. 35. A Plague of Wikis I want a Wiki! Can you use the enterprise wiki so that everyone can access you entries? … or, are there confidentiality issues that drive the need for a standalone ?
    35. 36. <ul><li>Need to distinguish between: </li></ul><ul><li>Enterprise Wiki </li></ul><ul><ul><li>Repository-oriented collection of many pages </li></ul></ul><ul><li>Restricted-access or restricted-life Wiki </li></ul><ul><ul><li>Typically projects </li></ul></ul><ul><li>Document replacement </li></ul><ul><ul><li>Classic documents are hierarchical and linear </li></ul></ul><ul><ul><li>Wikis typically non-linear and non-hierarchical </li></ul></ul>
    36. 37. Docman 1.0 vs. 2.0 <ul><li>Classic Folders and Documents </li></ul><ul><li>Hierarchical </li></ul><ul><li>Documents generally stand alone </li></ul><ul><li>Long names for documents and folders </li></ul><ul><li>Often very different formats and organization </li></ul><ul><li>Wiki </li></ul><ul><li>Non-hierarchical </li></ul><ul><li>Rich hyperlinking between pages </li></ul><ul><li>Names based on single keywords </li></ul><ul><li>Require common appearance </li></ul>Mazda Mazda Motor Corp. Car Manufacturers Japanese Manufacturers
    37. 38. Multiple Topic-Based Wikis Wiki B Wiki A <ul><li>Search and keyword find difficult across wikis </li></ul>
    38. 39. ‘Topic Clusters’ in a Single Wiki Cluster B Cluster A <ul><li>Search and keyword find easier </li></ul>
    39. 40. Summary <ul><li>Topics </li></ul><ul><li>Communities defined </li></ul><ul><li>What we’ve learned from Web 2.0 </li></ul><ul><li>Requirements for successful communities </li></ul><ul><li>Virtual community examples </li></ul><ul><li>On Wikis – What’s different in an enterprise? </li></ul>
    40. 41. The Right Conversation We have a Community - we want to start working virtually! I’ll get you the right tools and help you use them!
    41. 42. Metrics Workshop <ul><li>We are planning a virtual, collaborative workshop on Community Metrics after Content World </li></ul><ul><li>We will provide some reporting tools and suggested metrics </li></ul><ul><ul><li>Can you prove the value of communities to: </li></ul></ul><ul><ul><ul><li>- Users? </li></ul></ul></ul><ul><ul><ul><li>- Management? </li></ul></ul></ul><ul><li>Interested in participating (not just listening)? </li></ul>[email_address]
    42. 43. Thank You

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