1. Web 2.0 and 3.0: A
Community-Based
Adoption Approach
Brian Richardson, PMP

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. 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. 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. 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. Key Elements to Adoption
People and
Process
Governance Flexibility

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. Characteristics of CoPs
Domain
Community Practice

9. CoP Lifecycle
Initiation Planning Activation
Monitor and
Closure Execution
Control

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. Your Role = Process Expert

12. Case Study

13. Question? Contact us.
Brian Richardson
www.richardsonconsultinggroup.com
773-474-1834
brian@richardsonconsultinggroup.com
http://www.linkedin.com/in/briandrichardson

14. Appendix

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. 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. 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. 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. 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