How to Build Web Apps for the Emerging Enterprise Market Victoria G. Axelrod & Jenny Ambrozek Graphic source FOWA Miami, February 23, 2009 Engaging Stakeholder Networks to Create Business Value
AGENDA 1. Overview & Introductions 2. A Networked Organizations Mindset 3. Personal Network Drawing & Discussion 4. Business Challenge Case 5. Break 6. The CORE Stakeholder Process at work addressing your business challenge
What Brings You Here? 1. Are you in the business of creating applications inside organizations, & or to serve other businesses or consumers? 2. Are you creating or integrating Web Apps? 3. What is the project scope from idea through development and implementation? 4. Workshop expectations: what do you want take away? Twitteresque Introductions: Start with Name & Company Please
Slates S earch L inks A uthoring T ags E xtensions S ignals Enterprise 2.0 Technology components ~ Andrew McAfee, Technology Nips at Organizations Heels
Dion Hinchcliffe The State of Enterprise 2.0 October 22nd, 2007 ZDNet Blog “… so I’ve added these. I know SLATES is supposed to be capability based but it also needs to convey the intended outcomes clearly, and social capability in particular is missing.” ~ Dion Hinchcliffe
What’s Your View? 1 . How is your application defined? Web 2.0? Enterprise 2.0? Other? 2. Anything missing from these definitions from your perspective? 3 . Other observations?
Participation is Individual & Complex High Engagement Low Engagement Facilitators Roles Attention Connection Participation Contribution Adapted from Ross Mayfield April 2006
Harnessing Collective Intelligence Creating Business Value ?
Documents known and unknown influencers, contacts and supporters
Reveals degree of influence
Creates a more open system
Provides a look at your whole system
Establishes a more powerful group to convene
Today's startups "give us refinements, not breakthroughs" Andy Grove, Intel - VC’s investing less in startups + Web 2.0 companies creating exciting new forms of socialization, information sharing, and entertainment. - Valley's old guard, skeptical they'll grow big and important enough to deliver sizable productivity gains for business, the nation or to produce an upswell in new core technologies. - Web 2.0 companies surfing on the old wave. They're not creating the next one" Navi Radjou, Forrester Research Jan. 19 2009
More than the eye can see No food web. No ducks
Partner Networks Organizations as Complex Network Webs Knowledge Networks Communities of Practice Innovation Customer Co- Creation Value Networks Supply Chains Industry Groups Alumni Networks Business value created through interaction. Relationships build capital. High Performers
Architecting Participation STRUCTURAL HOLES and SPACE between the TOOLS 4. Using multiple tools created value From Ronald Burt (2000) we were aware of opportunities to create value around ‘structural holes’ in organisational networks. Hence we paid attention when it was suggested that it is ‘…the space between the tools where things happen’ (N. White 2007, pers. comm., 2 July). ~ Ambrozek, Axelrod & Mulliner 2007, Knowledge Tree
Power of Association Associative information organization system-any piece of information can be linked to any other piece. Containers Versus Links Conventional file directory trees confine information to a strict hierarchical organization and are incapable of expressing the multi-layered relationships that exist in the real world. thebrain.com Network Capital Value
What have we learned so far? 1. Value is created through relationships and interactions. 2. How to put personal networks to work to address a business challenge 3. How considering the collection and intersection of personal networks reveals where social capital lies in an organization. 4. Network analysis can reveal the hidden patterns of relationships and opportunities. 5. What else????
The Organizational Challenge Social Technology Control Time Degree Enterprise systems , Blogs Wikis Podcasting , Social Networking Tagging Ethernet 1973 Web 1.0 1991 Web 2.0 Web 3.0 Search Links Authoring Tags Extensions Signals as social technology INCREASES Direct control DECREASES Web 3.0