Proving Collaboration Works At 3M

About 3M Health Care Business Industrial and Consumer and Transportation Office Business Business Electro and Communications Business Display and Safety, Security Graphics Business and Protection Services Business © 2011 IBM Corporation 4

Solving Problems Everywhere ● Operate companies in more than 65 countries ─ 35 international companies with manufacturing operations, 35 with laboratories ─ In the United States, operations in 28 states ● R&D and related expenditures total $6.861 billion for the last five years ● More than 75,000 employees worldwide ● “Innovation through collaboration” © 2011 IBM Corporation 5

High-Performance CultureWe respect the dignity and worth of allindividuals, encourage the initiative of eachemployee, challenge individual capabilities andprovide equal opportunity for development. -- 3M Human Resource Principles © 2011 IBM Corporation 6

December, 2009● 3M Connections launched earlier that year● Some awareness, strongest at US HQ● Skepticism around enterprise collaboration Checking it out Roger’s ‘Diffusion of Innovation’ © 2011 IBM Corporation 8

Motivation and Creativity Complex tasks require different motivation Daniel Pink proved people will rise to a challenge if given: Autonomy Purpose A chance to Master technique © 2011 IBM Corporation 13

Yikes! Do A Video? Really? Can we really pull in global participation? People are busy. Who are the global ‘connectors?’ Who has video expertise? ‘Permission?’ Was this a career risk? I needed help! © 2011 IBM Corporation 16

Project Goals Surprise the company “Bottoms - up" Raise the spirit of each person who watches it Show 3M executives how cool the employees are Prove collaboration can happen with the new 3M social tools. Teach innovative people how to use them. © 2011 IBM Corporation 19

Some Simple Rules Only 3M employees. All video had to internally developed. No sponsors. McKnight had to be in each video segment, somewhere. Theme: “Show McKnight how far weve come.” Encouraged: subtlety, things off to the side, mystery, exuberance. © 2011 IBM Corporation 20

Some Simple Rules Each team to develop a 15-second clip A common sound track Protect 3M – no infringement, no confidential information Each team had a captain Everyone has a vote Core team to assemble and render final video © 2011 IBM Corporation 21

How we would do this? Use Connections Discussions Wiki (plans, voting, ‘team pages,’ storyboards) Blog for weekly newsletter Files Bookmarks for video clips Very little e-mail! Use 3M Video Library (new) Clips, playlists, drafts Sametime for global chat © 2011 IBM Corporation 22

It Worked! “Hell yes, I’m in!” “Count me, in!” “Tell me more.” 28 accepted, 24 no response The first wave recommended other people. They sent ‘the button.’ Invitees formed their own teams. Total of 75 people, worldwide © 2011 IBM Corporation 28

Keeping the Energy Going Encouraged competition – cooperation Wiki-based storyboards with comments and stars Team photos, team pages Teams uploaded files and templates for others to use Discussions – debates on approach Allowed rules to adapt Weekly video messages © 2011 IBM Corporation 30

Complete! Burst of activity in final four weeks Launched internally Oct 25. Viral – each team member could disperse as they chose Blog post “What is this? Where did it come from?” Requests for copies Attention of top executives Permission to take it to YouTube © 2011 IBM Corporation 34

What Did We Learn? ‘Bottoms – up’ projects work, but require flexibility Community management is essential Stealth is fun Viral works; it leads to the right people Collaboration is a clear path towards creativity © 2011 IBM Corporation 36

Daniel Pink Is Right Team members taught themselves how to make videos. They spent their own money and personal time (Mastery) They aligned strongly on the ‘gift’ theme (Purpose) The team members adjusted the scope (Autonomy) © 2011 IBM Corporation 37

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Proving Collaboration Works At 3M

by John Woodworth on Feb 04, 2011

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Proving Collaboration Works At 3M — Presentation Transcript