Lugano - 11, Dec. 2007
SA 2007-2008
Wikibility of
Innovation Oriented
Workplaces
The CERN Case
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
1 The topic | The Research Question | The Model | Insights | The CERN Case
Web 2.0 Workplaces Philosophy Organizational Culture
Tags & Key Words
Tim Berners-Lee Cooperation Collaboration Social Networking
1
Enterprise 2.0 Knowledge Base UGC Conversational
15
Knowledge Management Corporate Wiki Andrew McAfee Blog
Sharing Tom Davenport Wikinomics Net Generation Innovation
Social Networking Brainstorming Notes Competitive Advantages
Openness Long Tail Wikibility Starfish & Spider Peering Effectiveness
Virtual Workplaces Dimension Environment Resistance
Flexibility Coaching Community of Practice Quickness “Beta-mode”
Wiki Potential Creativity Idea Spaces Innovation Enablers
Cultural Key Driver Trust Cockpit Cobwebs WIOWA Audit Tool
CERN Case Wiki Approach
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
1 The topic | The Research Question | The Model | Insights | The CERN Case
The “2.0” Shifting
2
15
1.0 2.0
Web Page to browse User Contribution (UGC)
“ From “nouns”… Knowledge Management Conversational KM
…to “verbs”
” Cooperation Collaboration
Ross Mayfield
Workgroup Platforms Wiki, Blog, RSS…
Socialtext CEO
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
2 The Research Question | The Model | Insights | The CERN Case
The topic |
“
Inside the Debate Enterprise 2.0 change
Organizational Culture? 3
” 15
E2.0 won't transform
organizations
E2.0 will change
the way to work
Andrew McAfee (personal blog)
Tom Davenport (HBR on-line)
Harvard Business School
Babson College
Associate Professor
President’s Chair in IT
of Business Administration
and Management
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
2 The Research Question | The Model | Insights | The CERN Case
The topic |
Wikibility
On
4
15
> Which are the cultural key drivers that
make Wikible* an innovation oriented organization?
audit this Wikibility?
> How to
* a workplace where Wiki (E2.0) really works in an effective way.
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
3 The Model | Insights | The CERN Case
The topic | The Research Question |
Focus on Organizational Culture
5
15
Org. Culture
Innovation
Wiki
(Competitive Advantage)
(Enterprise 2.0)
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
4 Insights | The CERN Case
The topic | The Research Question | The Model |
Cultural Key Drivers 1/2
Identifying
6
15
Wiki improves… Innovation needs…
quickness
decision making agility
flexibility
teaming
sharing
collaboration
time allocation
collaboration
flexibility on process design
decision making social networking
openness to ideas
peering
resource allocation
openness
support to people
communication
trust
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
4 Insights | The CERN Case
The topic | The Research Question | The Model |
Cultural Key Drivers 2/2
Identifying
Org. Culture 7
15
quickness
Key drivers
flexibility
sharing
collaboration
social networking
peering
openness
trust
Innovation
Wiki
(Competitive Advantage)
(Enterprise 2.0)
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
4 Insights | The CERN Case
The topic | The Research Question | The Model |
How to audit Wikibility?
8
> Formulating a survey that considers 15
Virtual Workplace Dimensions.
a. Support to effectiveness
b. Organizational services
c. Knowledge and collaborative support
d. Communication and socialization
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
4 Insights | The CERN Case
The topic | The Research Question | The Model |
How to audit Wikibility?
9
15
Wiki improves… Innovation needs…
quickness
flexibility
teaming decision making agility
sharing
time allocation collaboration
collaboration
decision making flexibility on process design
social networking
peering
resource allocation openness to ideas
openness
communication support to people
trust
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
4 Insights | The CERN Case
The topic | The Research Question | The Model |
The WIOWA* survey (not yet validated)
10
15
*(Wikibility Innovation Oriented Workplace Audit)
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
4 Insights | The CERN Case
The topic | The Research Question | The Model |
a. Support to effectiveness b. Organizational services
The WIOWA* “cockpit” quickness quickness
flexibility flexibility
trust trust
11
openness sharing openness sharing
15
peering peering
a. b. collaboration collaboration
*(Wikibility Innovation Oriented Workplace Audit)
Support Organizational
social networking social networking
to effectiveness services
c. Knowledge and collaborative support d. Communication and socialization
quickness quickness
flexibility flexibility
trust trust
sharing
openness openness sharing
c.
d.
Knowledge and
Communication
collaborative peering peering
and socialization collaboration collaboration
support
social networking social networking
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
5 The CERN Case
The topic | The Research Question | The Model | Insights |
Why investigate the CERN?
12
15
“Sociological” relevance community
>
CERN social network > not only LHC physicians’ lab
Wiki adopted since 2002-03
>
Mature context > end of enthusiasm for the “new” tool
>3000
CERN employee
CERN as Innovation producer
>
>8000
Researcher from Tech. Transfer Group > discoveries or inventions for biz
500 institutes
> Invention of Web by Sir Tim Berners-Lee
56 countries
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
5 The CERN Case
The topic | The Research Question | The Model | Insights |
The CERN wiki adoption
13
15
Mainly used for
documentations:
Knowledge &
collaborative support
>2000
registered users
>27000
topics produced
>1.8 M
monthly topic views
>25000
monthly updates
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
5 The CERN Case
The topic | The Research Question | The Model | Insights |
My CERN experience
14
From 8 to 12 October 2007 (tnx to my social network☺)
15
Collect material for the case history & interviews
>
> Verify Cultural Key Drivers and WIOWA’s questions feasibility
Interview to Pete L. Jones CERN TWiki administrator
>
> Precious contribution for the two CERN Case Histories
5 TWiki users (4 physics different groups + 1 IT)
>
> Wiki Culture and Wiki Approach + Questions testers
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
6 The topic | The Research Question | The Model | Insights | The CERN Case
At the end of the day
15
Wiki produces new Knowledge > Innovation but…
> 15
> …Wiki is effective if supported by Cultural Key Drivers
Enterprise 2.0 changes the way to work (Culture)
>
> but needs requirements and a preliminary Workplace attitude
The concept of Wikibility and the Audit
>
> A tool that can help management that wants to adopt E2.0
Further studies and researches > validate WIOWA
>
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Wikibility of Innovation Oriented Workplaces
The CERN Case
“ […] I think that assessing “wikibility” is a good idea,
and a brief skim of your thesis tells me that you are
Feedback
Overseas onto something. I'm not surprised that wikis work
well in an environment like CERN. […]
“ Tom
”
[…] Much appreciated.
Don
” Tom Davenport
Don Tapscott
Babson College - President’s Chair in IT and Management
Co-author of “Wikinomics “
“ “
[…] looks very interesting […] I'm
[…] Your coining of the term wikibility is both creative
writing a \"follow up\" to my book
on wikis, exploring social software and provocative; as well as your \"cockpit\"pictures.[…]
more generically, so I may even
Paul
quote from you ...
”
” Paul Carlile
Jane Klobas
Boston University - Ass. Prof., Information Systems Department
Author of “Wiki: Tools for Information
Look and Collaboration “
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano

Lugano - 11, Dec. 2007
SA 2007-2008
Wikibility of
Innovation Oriented
Workplaces
The CERN Case
Thank you for your attention. Questions?
vincenzo.cammarata@lu.unisi.ch
USI MSc in Communication and Economics Major in Corporate Communication
©2007 Thesis by Vincenzo Cammarata
University of Lugano