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Web 2.0 and 3.0: A
Community-Based
Adoption Approach




Brian Richardson, PMP
Learning Objectives


• Describe Web 2.0/3.0 implementation using a
  Community-based approach
• Identify the process and ...
What is Web X.0?

Web 1.0       • Information delivery
              • Transactions
              • Entertainment




Web ...
The promise of Web 2.0/3.0


Solutions that harness the relationship capital
within social networks can address a number o...
Community-based approach

• In a 2008 McKinsey survey (McKinsey, 2008), 22% of
  executives voiced strong dissatisfaction ...
Key Elements to Adoption




        People and
         Process




Governance        Flexibility
What is a Community of Practice (CoP)?

A network of people     • A CoP defines itself in the doing, as members share expe...
Characteristics of CoPs


            Domain




Community            Practice
CoP Lifecycle




Initiation    Planning       Activation




             Monitor and
Closure                      Execut...
Key Deliverables



                                     Communication
                   Initiative List    and Marketing...
Your Role = Process Expert
Case Study
Question? Contact us.



Brian Richardson
www.richardsonconsultinggroup.com
773-474-1834
brian@richardsonconsultinggroup.c...
Appendix
References

• Common Technology Platforms
   –   Jive Software
   –   NewsGator
   –   Wiki (various, including MediaWiki)...
Types of Virtual Networks

                Purpose                                                                        ...
Key Roles

Role                   Definition
Knowledge Manager      •Support and oversight role; not necessarily part of t...
Key Roles, continued

Role                    Definition
Human Capital Partner   •Business advisor who identifies, develop...
Overview
    Role         Initiation        Planning           Activation      Execution                                Mo...
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CETS 2010, Brian Richardson, Web 2.0 and 3.0: A Community-Based Adoption Approach

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CETS 2010, Brian Richardson, Web 2.0 and 3.0: A Community-Based Adoption Approach

  1. 1. Web 2.0 and 3.0: A Community-Based Adoption Approach Brian Richardson, PMP
  2. 2. Learning Objectives • Describe Web 2.0/3.0 implementation using a Community-based approach • Identify the process and deliverables involved in establishing a Community of Practice • Initiate and plan a Community of Practice to meet strategic objectives • Extract data from a case study to create a Community of Practice charter
  3. 3. What is Web X.0? Web 1.0 • Information delivery • Transactions • Entertainment Web 2.0 • Social networking (Facebook, LinkedIn) • Collaboration (Wikipedia) • Applications and data storage (salesforce.com) • Data sharing/publishing (Twitter, blogs, YouTube) Web 3.0???? • “Semantic Web” (machines talking to machines (Berners-Lee, 1999) • Intelligent agents that can reason, infer and learn based on (reliable) metadata • Online world meets physical world • “Highly specialized information silos, moderated by a cult of personality, validated by the community, and put into context with the inclusion of meta- data through widgets.” (howtosplitanatom.com)
  4. 4. The promise of Web 2.0/3.0 Solutions that harness the relationship capital within social networks can address a number of critical business issues, including: • Brand awareness, value, and reputation • Innovation capabilities • Customer relationship management (CRM) • Corporate social responsibility • Strategic talent, learning, and recruiting initiatives • Collaboration and knowledge management (KM) strategies
  5. 5. Community-based approach • In a 2008 McKinsey survey (McKinsey, 2008), 22% of executives voiced strong dissatisfaction with Web 2.0/3.0 tools and only 21% reported being satisfied overall with their use of these tools. • For those organizations that consider their implementations successful, one of the most-commonly cited best practices (Burton Group, 2009) was the use of a managed community (vs. technology-centric) approach to implementation.
  6. 6. Key Elements to Adoption People and Process Governance Flexibility
  7. 7. What is a Community of Practice (CoP)? A network of people • A CoP defines itself in the doing, as members share experiences, insights, and best practices related to a topic or discipline using who come together… collective norms and processes …to share information • Exchange ideas, collaborate, and learn from one another in face- to-face and virtual environments and knowledge… • Capture best practices, develop expertise, and steward bodies of knowledge • Are able to access a constant flow of information to do their jobs better and more consistently across segments • Develop a communal memory, so individuals do not have to remember everything themselves …with a practice • Clear ties to business objectives and organizational strategy • Balance between executive support and grassroots initiatives orientation. • Expert-led communities, which produce more reliable content • Strong objectives and focus to help integrate activities into normal workflow vs. being “one more thing”
  8. 8. Characteristics of CoPs Domain Community Practice
  9. 9. CoP Lifecycle Initiation Planning Activation Monitor and Closure Execution Control
  10. 10. Key Deliverables Communication Initiative List and Marketing Governance Charter Plan Plan • What is our • What will we • Who will we • Who will set and purpose? do? reach? enforce policy? • What are our • By when? • What are our • How will we goals? • Who is key messages? measure • Who do we responsible? • How will we success? serve? reach them? • How will we coordinate areas of the organization?
  11. 11. Your Role = Process Expert
  12. 12. Case Study
  13. 13. Question? Contact us. Brian Richardson www.richardsonconsultinggroup.com 773-474-1834 brian@richardsonconsultinggroup.com http://www.linkedin.com/in/briandrichardson
  14. 14. Appendix
  15. 15. References • Common Technology Platforms – Jive Software – NewsGator – Wiki (various, including MediaWiki) – Sharepoint • Additional CoP Resources – Online reference for CoPs: http://www.chris- kimble.com/KNICOP/Chapters/Introduction.html – Free and fee-based resources: http://www.apqc.org – Academic Background and References http://infed.org/biblio/communities_of_practice.htm – Dr. Etienne Wenger’s site: http://www.ewenger.com – Community of Practice Yahoo Group: http://groups.yahoo.com/group/com-prac/
  16. 16. Types of Virtual Networks Purpose Web Services Organizationally Managed to Goals, Achieve Goals, Social Learning, Communities Managed Conversation, Content & Knowledge Transfer & Creation of Practice Community, Wiki & Web Conferencing Document Sharing, Exchange Content Knowledge Centers Some Threaded Discussion Discussion Groups Chat Communities of Interest with a Common Interest Email, Instant Inform Informal Networks Messaging, Blogs Adapted from Tissen, Andriessen, and Deprez, The Knowledge Dividend: Creating High-Performance Companies Through Value-Based Knowledge Management. London et al: Pearson Education Limited, 2000, and Benton and Giovagnoli, The Wisdom Network: An 8 Step Process for Identifying, Sharing and Leveraging Individual Expertise. New York et al: American Management Association, 2006.
  17. 17. Key Roles Role Definition Knowledge Manager •Support and oversight role; not necessarily part of the CoP •Helps set-up CoP, provides structure and guidance •Provides training on process and tools Practice Area Owner •Provides strategic direction for practice areas •Determines which CoPs should be supported •Determines if CoP recommendations align with strategic vision •Provides input on related CoPs CoP Sponsor •Reviews and approves key CoP deliverables •Responsible for membership and content •May or may not be Practice Area Owner Moderator •Monitors content •Ensures compliance with company standards and governance •Ensures questions are being answered Practice Area Expert •Provides input on activities and deliverables •Mentors other practitioners •Assists CoP Sponsors and Community Managers Community Member •Shares information, knowledge, experiences, insights and best practices around shared (Practitioner) goals •Is invited or applies to join CoP
  18. 18. Key Roles, continued Role Definition Human Capital Partner •Business advisor who identifies, develops and implements Human Capital solutions which contribute to achievement of business goals •Monitors business performance focusing on people-related metrics and trends •Aligns CoP activities to Human Capital strategy Governance Board •Reviews CoP progress against goals •Determines synergistic opportunities •Identifies and promotes CoP accomplishments •Identifies duplication of efforts
  19. 19. Overview Role Initiation Planning Activation Execution Monitor Close Practice Area Owner Sponsor •Gather inputs •Complete •Identify request form leadership Moderator •Go to training •Determine •CoP works toward achieving goals •Complete and focus •Launch CoP •Establish mentoring relationships submit charter •Create and enhance social and •Identify •Kick-off key Expert deliverables initiatives •Create initiative list •Create HCP marketing / intellectual capital comm plan Members Recruited/ apply Governance Assess goal •Fulfilled charter Review / achievement, •Lost momentum Board time spend and •No longer aligned approve charter satisfaction to strategy Knowledge Manager SUPPORTS CoP

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