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Creating a Global Competitive Intelligence Community with non-CI personel


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The presentation was held at the International Competitive Intelligence Conference, March 28, 2012 in Bad Nauheim. It provides and insight into how Alcatel-Lucent set up its global CI Knowledge Community in the Web 2.0 world not only with dedicated CI professionals but also including non-CI personnel incl. sales and product R&D employees.

Key topics
- Learn about the key roles when establishing a global CI Community
- What are the 5 steps you should take to get your CI community up and running
- How to make your only community a success?

Published in: Business, Technology
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Creating a Global Competitive Intelligence Community with non-CI personel

  1. 1. COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.Creating a global CI Knowledge Communitywith non-CI personnelAlexandra Nelles, Alcatel-LucentMarch 28, 2012
  2. 2. AGENDA1. Why a CI-Community?2. Defining the key roles3. 5 Steps for building a communityCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.24. Key takeaways
  3. 3. WHY A CI-COMMUNITY?LEVERAGE THE KNOWLEDGE HIDDEN IN THE COMPANYEngageMARKETING TOOLReach a wider audience, break down silos, avoid duplicationCOLLABORATIONGet Feedback from CI-Users, learn who they are & whatCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.3EngageCI CommunitySHARING AND BEST PRACTICECrowd sourcing, get insights from people in the fieldGet Feedback from CI-Users, learn who they are & whatthey need
  4. 4. JAKOB NIELSEN’S 90-9-1 RULE1%heavyparticipationWhat motivates people to participate?• Expressing themselves• Supporting others• Listening & learning• Sharing knowledge• (Perceived) convenience• Recognition9%lightparticipationCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.490%lurkers• Power• The culture of the organizationTop-5 obstacles for not participating• Motivating people to engage• Getting people to come back• Finding time to engage• (Perceived) missing features• (Middle) management buy-in
  5. 5. KEY COMMUNITY ROLESEXECUTIVESPONSOREndorses, enables and empowers the community, internally and externally. Isable to envision the value of the community over time to both the members aswell as the organization.ADVOCATE(S)Define the community vision, focus, strategy, and direction. Energizes thecollaboration process and provides continuous nourishment for the community.Communicate a sense of passion and guide the community towards its goals.COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.5MODERATOR ORFACILITATOR*Works directly with the champion and platform owner. Responds to the needs ofthe community and promotes tools, recurring events, regular communications,and Contributions.KEYCONTRIBUTORSSelected subject matter experts that start disucssions, help answer questions andassist the moderator to keep the community active. Are expected to be presenton community calls and at meetings and regularly contribute in threadeddiscussions
  6. 6. FIVE STEPS FOR BUILDING A COMMUNITYIdentify the purpose and define the communityFind a sponsor and attract advocatesCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.6Launch the community and develop the practiceFacilitate, manage and moderateMonitor, celebrate and persist
  7. 7. 1 - IDENTIFY THE PURPOSE AND DEFINE THECOMMUNITYWhat is thegoal of thecommunity?Are thereoverlaps withexistingcommunities?COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.7Is there anexisting teamthat could be thecore of the newcommunity?Is there anexistingdistribution list ofpeople interestedin the topic?
  8. 8. 2 - FIND A SPONSOR AND ATTRACT ADVOCATESWhat makes a good Advocate?• Knows the subject• Is a good communicator• Understands cultures and behaviors• Has energy and authority• Understand social networks andCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.8• Understand social networks andendorses enterprise 2.0 principles
  9. 9. 3 - LAUNCH THE COMMUNITY AND DEVELOP THEPRACTICE• Engage promotional messagestowards community members• Recruit/invite the initial members• Communicate about thecommunityCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.9community• Provide initial instructions andcontacts for getting help
  10. 10. 4 – FACILITATE, MANAGE AND MODERATERealInformationTake a standRecognizeothersCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.10ContinuousTrainingSelf AuthorIncreasecontentrelevanceandsearchability
  11. 11. 5 – MONITOR, CELEBRATE AND PERSIST• Monitor and measure theCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.11• Monitor and measure thesuccess of the community• Recognize and celebrate• Don’t give up!
  12. 12. HOW TO INCREASE THE “ACTIVE “PARTICIPATION RATE?As a community’sknowledge base grows,more members will join toseek out thatknowledge…The more members acommunity has, the richerthe community’sknowledge basebecomes…COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.12The easier it is formembers to connect,collaborate, andcontribute, the moremembers you will get andthe richer the knowledgebase becomes…As you connect contentto members and theirprofiles, the moremembers will connectwith each other and formtheir own networks…
  13. 13. KEY TAKEAWAYS• Get and stay in front of thediscussion• Transparency worksCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.13• Transparency works• Agile evolution• Don’t expect people just to“get it” because of Facebook• Focus on behaviors not tools