Collaboration 2.0: Interacting Profitably in a Connected World


Published on

Presented by David Coleman at the CM Pros Fall 2007 Summit on Web Content Management, November 26, 2007.

This slide deck takes a holistic view of collaboration and examines people, process and technology. It includes best practices for groups and teams that work at a distance as well as online communities and social networks.

We will track trends in collaboration to see how today's environment came about as well as looking at scenarios for future technologies and their adoption. Virtual worlds, the semantic web and other topics will be discussed.

A variety of exercises to determine collaborative alignment, team alignment, and strategies for getting around some common roadblocks, as well as the 10 rules for online communities are discussed.

Published in: Economy & Finance, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Collaboration 2.0: Interacting Profitably in a Connected World

  1. 1. Collaboration 2.0 : Interacting Profitably In a Connected World David Coleman Managing Director Collaborative Strategies November 26 2007
  2. 2. ©2007 Collaborative Strategies
  3. 3. How We did the Book <ul><li>Whole book took 6-9 months (that’s Fast) </li></ul><ul><li>Met Stewart on the “Value Networks” list </li></ul><ul><li>Met 2X physically (initial lunch, NewWoW) </li></ul><ul><li>Used Collaborative tools, Near-Time, Glance, Skype, etc. </li></ul>©2007, All Rights Reserved
  4. 4. Section 1: Introduction and Definitions ©2007 Collaborative Strategies
  5. 5. Proximal Collaboration <ul><li>“ When people are more than 50 feet apart, their likelihood of collaborating more than once a week is less than 10%.” </li></ul><ul><li>Thomas J. Allen, Managing the Flow of Technology: Technology Transfer and the Dissemination of Technological Information Within the R&D Organization, MIT Press, January 1984 </li></ul>© 2006 Collaborative Strategies. All rights reserved.
  6. 6. Critical Definitions <ul><li>Communication : </li></ul><ul><li>Interaction : </li></ul><ul><li>Collaboration: </li></ul><ul><li>Synchronous Collaboration: </li></ul><ul><li>Asynchronous Collaboration: </li></ul><ul><li>Community- common interest </li></ul><ul><li>Social Network - connection </li></ul><ul><li>Team or virtual workgroup – common project </li></ul>©2007, All Rights Reserved
  7. 7. Collaborative Data Model <ul><li>All collaborative interactions have to incorporate one or more of these four data types: </li></ul><ul><ul><li>Structured Data (database) </li></ul></ul><ul><ul><li>Unstructured Data (e-mail, documents, etc.) </li></ul></ul><ul><ul><li>Conversations (IM, threaded discussions, etc.) </li></ul></ul><ul><ul><li>Tasks (actions in a project) </li></ul></ul>©2007, All Rights Reserved
  8. 8. 4 Benefits of Collaboration <ul><li>Saving time or money (tangible) </li></ul><ul><li>Increasing quality (tangible…but less so) </li></ul><ul><li>Innovating and/or providing decision support (tangible but less than quality) </li></ul><ul><li>Easing access to and interactions with subject-matter experts (intangible) </li></ul>©2007, All Rights Reserved
  9. 9. Holistic Approach to Collaboration ©2007, All Rights Reserved
  10. 10. Collaboration 2.0 <ul><li>Collaboration 1.0 </li></ul><ul><li>Collaboration 2.0 </li></ul><ul><li>Focus on content </li></ul><ul><li>People find content on web sites and portals </li></ul><ul><li>High security on web documents and content </li></ul><ul><li>Seats and licenses </li></ul><ul><li>F2F is best for meetings </li></ul><ul><li>Interact w/ colleagues </li></ul><ul><li>Search (Google) is king </li></ul><ul><li>Focus on interacting or sharing content </li></ul><ul><li>People pull content through tags </li></ul><ul><li>Blogs, wikis and transparency </li></ul><ul><li>SaaS (Software as a Service) </li></ul><ul><li>“ Move bits not butts” </li></ul><ul><li>Web/data conferencing </li></ul><ul><li>Customer as partner </li></ul>©2007, All Rights Reserved
  11. 11. Where are you? Collaboration 1.0  2.0 <ul><li>1.0 (phone, fax and e-mail) </li></ul><ul><li>1.25 (I do a little 2.0, but mostly e-mail) </li></ul><ul><li>1.5 (I am trying, but still stuck in 1.0) </li></ul><ul><li>1.75 (I am taking my kid’s lead, and moving to social networking, etc.) </li></ul><ul><li>2.0 ( Blogs, wikis and social networks… oh my!) </li></ul>©2007, All Rights Reserved
  12. 12. Collaboration Assessment (handout) ©2007 Collaborative Strategies Technology Economics Culture Politics Score = Score = Score = Score = Weight = 1 Weight = 2 Weight = 3 Weight = 4 Subtotal = Score X Weight Subtotal = Score X Weight Subtotal = Score X Weight Subtotal = Score X Weight + = + + Total
  13. 13. Section 2: Collaboration 2.0: New Types of Content to Manage
  14. 14. Unified Communications <ul><li>These technologies are all integrated into the communication infrastructure of the enterprise </li></ul><ul><ul><li>Audio (PBX, or IP-PBX) </li></ul></ul><ul><ul><li>Video (both room-based and web cams, Telepresence, Immersive telepresence) </li></ul></ul><ul><ul><li>Web/data conferencing </li></ul></ul><ul><ul><li>IM (instant messaging, chat) </li></ul></ul><ul><ul><li>Presence and location </li></ul></ul>©2007, All Rights Reserved
  15. 15. What are you currently using? What New Types of Content do You Need to Deal With? <ul><li>PBX or IP-PBX </li></ul><ul><li>Integrated with web conferencing </li></ul><ul><li>IM/chat/presence </li></ul><ul><li>Mobile infrastructure </li></ul><ul><li>E-mail infrastructure </li></ul><ul><li>Multimedia content </li></ul>©2007, All Rights Reserved
  16. 16. What is a Wiki? <ul><li>“ A wiki is a medium which can be edited by anyone with access to it (collaborative writing) </li></ul><ul><li>Provides an easy method for linking from one page to another. </li></ul><ul><li>Wikis are typically collaborative websites </li></ul>©2007, All Rights Reserved
  17. 17. Enterprise Wikis (not a complete list) <ul><li>SocialText </li></ul><ul><li>Atlassian’s Confluence </li></ul><ul><li>Jive’s Clearspace </li></ul><ul><li>Traction Software </li></ul><ul><li>eTouch </li></ul><ul><li>Central Desktop </li></ul><ul><li>CustomerVision - BizWiki </li></ul>©2007, All Rights Reserved
  18. 18. Wikis in the Enterprise <ul><li>First found in IT </li></ul><ul><li>Often found in R&D </li></ul><ul><li>Later found in Marketing or operations </li></ul><ul><li>Used as an intranet </li></ul><ul><li>Used as a repository </li></ul><ul><li>Discuss issues, feedback </li></ul><ul><ul><li>Tenacity Corp Case Study (CustomerVision) </li></ul></ul>©2007, All Rights Reserved
  19. 19. Blogs <ul><li>A blog – web site where entries displayed in reverse chronological order </li></ul><ul><ul><li>Interactive through comments </li></ul></ul><ul><li>Social Tagging - Collaborative tagging (also know as folksonomy, social classification, social indexing and other names) is the practice and method of collaboratively creating and managing tags to annotate and categorize content </li></ul><ul><li>Vlog – Video blogging </li></ul><ul><li>Blog search engines: blogdigger , Feedster , and Technorati , </li></ul><ul><li>As of September 2007, blog search engine Technorati was tracking more than 106 million blogs </li></ul>©2007, All Rights Reserved
  20. 20. Blog Software/Services <ul><li>Software </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>Movable Type </li></ul></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li>LiveJournal </li></ul></ul><ul><li>Services </li></ul><ul><ul><li>Siteground </li></ul></ul><ul><ul><li>Blogzy </li></ul></ul>©2007, All Rights Reserved
  21. 21. Mobile Collaboration HTC Universal/i-Mate Jasjar/O2XdaExec/T-MobileMDAPro/GrundigGR980/Orange SPV5000 The U.S. has a third-world mobile infrastructure, and will mostly skip 3G and move directly to 4G to support interactive audio, video, and data on mobile devices by 2008 or 2009. ©2007, All Rights Reserved
  22. 22. Collaboration 3.0 <ul><li>The semantic web </li></ul><ul><li>Ability to transfer knowledge rather than information </li></ul><ul><li>Immersive collaborative environments (audio and video conferencing in Second Life) </li></ul><ul><li>Content expressed in a natural language </li></ul><ul><li>A common standard (RDF) for websites to publish the relevant information in a more readily machine-process-able and integrate-able form </li></ul><ul><li>Bots and Intelligent Agents </li></ul>© 2007 Collaborative Strategies. All rights reserved.
  23. 23. Virtual Worlds (list) © 2007 Collaborative Strategies. All rights reserved.    Active Worlds Coke Studios Cybertown Disney's Toontown Dreamville Dubit Habbo Hotel GaiaOnline Zwinky The Manor Mokitown Moove Muse The Palace Playdo Second Life The Sims Online Sora City There TowerChat Traveler Virtual Ibiza Virtual Magic Kingdom Voodoo Chat VPchat VZones whyrobbierocks Whyville
  24. 24. ICE: Immersive Collaborative Environment Qwaq Forums -Persistent virtual workspace, -Drag-and-drop content. Based on Croquet (open source 3D development environment) © 2007 Collaborative Strategies. All rights reserved.
  25. 25. Virtual Worlds – Second Life Collaboration 3.0
  26. 26. Collaboration 2.0 Virtual Team Spaces
  27. 27. Web 2.0 VTS tools <ul><li>Near-Time </li></ul><ul><li>Huddle </li></ul><ul><li>Clearspace </li></ul><ul><li>Near-time </li></ul><ul><li>Teamworkzone </li></ul><ul><li>Central Desktop </li></ul><ul><li>Nexo </li></ul><ul><li>Collanos Workplace </li></ul><ul><li>Openteams </li></ul>©2007 Collaborative Strategies
  28. 28. Social Network and Community Tools <ul><li>Q2Learning </li></ul><ul><li>iCohere </li></ul><ul><li>Affinity Circles </li></ul><ul><li>GroupMembersOnly </li></ul><ul><li>Collanos </li></ul><ul><li>Foldera </li></ul><ul><li>Leverage Software </li></ul><ul><li>Smallworldlabs </li></ul><ul><li>Social Platform </li></ul><ul><li>Web Crossing </li></ul><ul><li>CollectiveX </li></ul><ul><li> </li></ul><ul><li>Sparta Social Networks </li></ul>©2007 Collaborative Strategies
  29. 29. Functions from Community tools <ul><li>User Profiles </li></ul><ul><li>Visual Targeted Matchmaking </li></ul><ul><li>Expertise Discovery </li></ul><ul><li>Community chat </li></ul><ul><li>Integrated opinion polls </li></ul><ul><li>Private messaging (IM) </li></ul><ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Quick connect </li></ul><ul><li>Multimedia file sharing </li></ul><ul><li>Customized notifications </li></ul><ul><li>Tagging, tag clouds and social tagging </li></ul><ul><li>Presence </li></ul><ul><li>RSS feeds </li></ul><ul><li>Discussion forums </li></ul><ul><li>Group and role administration </li></ul><ul><li>Integrated calendar management </li></ul><ul><li>Rating and ranking of content </li></ul><ul><li>Reputation engines </li></ul><ul><li>Sponsorship and advertizing engines </li></ul><ul><li>Community e-mail marketing </li></ul><ul><li>Community activity reporting </li></ul>©2007 Collaborative Strategies
  30. 30. Types of Communities <ul><li>Customer communities </li></ul><ul><li>Media communities </li></ul><ul><li>Internal/ enterprise communities </li></ul><ul><li>Consumer communities </li></ul><ul><li>Partner or channel communities </li></ul><ul><li>Event communities </li></ul><ul><li>Member communities </li></ul>©2007 Collaborative Strategies
  31. 31. Social Network - example ©2007 Collaborative Strategies
  32. 32. Online Community <ul><li>Closed Communities (enterprise) </li></ul><ul><ul><li>Q2Learning – have own IM, but not VoIP </li></ul></ul><ul><ul><li>iCohere – work with associations </li></ul></ul><ul><ul><li>Affinity Circles – Social network for alumni </li></ul></ul><ul><li>Virtual Worlds </li></ul><ul><ul><li>Second Life (Linden Labs) </li></ul></ul><ul><ul><li> </li></ul></ul>© 2006-2007 Collaborative Strategies. All rights reserved.
  33. 33. Section 3: Collaboration, Content and the Enterprise ©2007 Collaborative Strategies
  34. 34. Industries Adopting Collaboration Technologies ©2007, All Rights Reserved Financial Services Healthcare/Pharmaceutical Government High Tech Manufacturing Education Professional Services Telecom Based on research done in Q2, 2005 for CS’ RTC report
  35. 35. <ul><ul><li>Sales & marketing (proposal development) </li></ul></ul><ul><ul><li>Customer service/support (exception handling) </li></ul></ul><ul><ul><li>R&D (new product development) </li></ul></ul><ul><ul><li>Value network management/relationships with external organizations, DPM, and project management (exception handling) </li></ul></ul><ul><ul><li>Training (internal and external) </li></ul></ul><ul><ul><li>Decision support/crisis management </li></ul></ul>Critical Processes with Collaborative Leverage ©2007, All Rights Reserved
  36. 36. Tradition Innovation Proliferation Consolidation Acceptance (TIPCA) Cycle Enterprise Collaboration Convergence 2. Innovative technology enters via Web 2.0-er to answer a need 5. Wide-spread Acceptance leads to traditionalization 1. Use of Traditional established technologies 3. Proliferation to other group occurs & IT notices! 4. IT Consolidates & standards are set for support Web 2.0 is propelling the TIPCA cycle even faster!
  37. 37. Stages of Evolution for Collaboration in the Enterprise Stages of Adoption Collaborative Technology Example Technology Stage 1: Traditional Collaboration Telephone Face-to-face meetings E-mail Stage 2: Specific Application Audio, video, and data conferencing EIM, IM, Chat, and presence detection Virtual team spaces Stage 3: Collaborative Proliferation Multiple audio, video, and data conferencing tools Yahoo!, MSN, AOL, Google, etc. Groove, eRoom, WebOffice, etc. Stage 4: Consolidation Standardize on SIP/Simple or XMPP One client for all IM clouds Common Virtual Team Space for everyone Stage 5: Virtual Work Environment Standard tools in place Integration with mobile environments Standard desktop and Web interface for anyone
  38. 38. What Stage of Collaborative Evolution is Your Organization In? <ul><li>Stage 1- Classic collaboration tools </li></ul><ul><li>Stage 2- Exploring new collaboration tools </li></ul><ul><li>Stage 3- Proliferation of collaboration tools </li></ul><ul><li>Stage 4 – Consolidation/standardization of collaboration tools </li></ul><ul><li>Stage 5 – Virtual working (Collaboration 2.0) </li></ul>
  39. 39. “ Self Service” Trend <ul><li>End user understand the problem better than any vendor will, so why can’t they design, build, and deploy the application (solution) for it. </li></ul><ul><li>Don’t want to go to IT - want to be their own “hero”, customize it for their situation </li></ul><ul><li>Collaboration vendors starting to respond </li></ul><ul><ul><li>Open Xchange </li></ul></ul><ul><ul><li>eProject (6) </li></ul></ul><ul><ul><li>SiteScape v7 </li></ul></ul><ul><ul><li>WooFu (online forms and database) </li></ul></ul><ul><ul><li>Qwaq (3D rooms for interaction) </li></ul></ul>
  40. 40. SaaS (Software as a Service) <ul><li>“ By 2008, half of all software will be sold as a service.” (Gartner, May 2005) </li></ul><ul><li>From client-server architecture to “Web native” app design </li></ul><ul><li>From site licenses to “as-used” or fixed-fee subscription </li></ul><ul><li>From customer-owned servers and staff to “Web hosted” deployment and support i.e Amazon S3, EC2 </li></ul>“ Self Service” Trend
  41. 41. Mash-up Ecosystem ©2007, All Rights Reserved
  42. 42. Mash-ups and the Enterprise <ul><li>Two types of Enterprise Applications </li></ul><ul><ul><li>ERP apps – serviced by IT </li></ul></ul><ul><ul><li>Situational apps. </li></ul></ul><ul><ul><ul><li>Reusable code </li></ul></ul></ul><ul><ul><ul><li>Hosted </li></ul></ul></ul><ul><ul><ul><li>May only be used temporarily </li></ul></ul></ul><ul><ul><ul><li>Not a good ROI for IT/ application </li></ul></ul></ul><ul><ul><ul><li>ROI for enterprise comes from hundreds of applications </li></ul></ul></ul><ul><li>According to Gartner by 2010, 80% of enterprise applications will be mashups </li></ul>©2007, All Rights Reserved
  43. 43. Widgets in the Enterprise <ul><li>IBM is partnering with Google to allow integration of more than 4,000 Google Gadgets with WebSphere portals </li></ul><ul><li>Used on Company web site to collect feedback: Camstar, Mannatech </li></ul><ul><li>SAP widgets: Admin, show users, system status and monitoring </li></ul>©2007, All Rights Reserved
  44. 44. Section 4: Building Communities
  45. 45. 3 R’s Of Community <ul><li>From CommunityXperts: </li></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Recruiting </li></ul></ul><ul><ul><li>Recognition </li></ul></ul>©2007 Collaborative Strategies
  46. 46. Ten Steps to Establishing Online Communities <ul><li>Identify the founders/ initiators </li></ul><ul><li>- purpose, roles participation. </li></ul><ul><li>Reason for community. </li></ul><ul><li>- Benefits, interactions, promotion </li></ul><ul><li>3. Develop Trust </li></ul><ul><li>- Profiles, Directories, Presence detection, linked work product </li></ul>©2007, All Rights Reserved
  47. 47. Ten Steps to Establishing Online Communities <ul><li>Rules of Engagement </li></ul><ul><li>- Behavioral norms, Conflict </li></ul><ul><li>5. Community Manager/editor is critical </li></ul><ul><li>- Discussion owners, Wikis, blogs </li></ul><ul><li>6. Social spaces to build trust </li></ul><ul><li>- Necessary for Baby Boomers, maybe not for “Net-geners” </li></ul>©2007, All Rights Reserved
  48. 48. Ten Steps to Establishing Online Communities <ul><li>Create a critical reason for members to be active in the community. </li></ul><ul><li>- Critical information, access to experts, specific discussions </li></ul><ul><li>8. Rapid “onboarding” </li></ul><ul><li>- Buddies, docents, FAQ, tutorials, community history </li></ul>©2007, All Rights Reserved
  49. 49. Ten Steps to Establishing Online Communities <ul><li>9. Content is King </li></ul><ul><li>- Fresh, new, and critical </li></ul><ul><li>- Regular community events </li></ul><ul><li>- Content lifecycle in communities </li></ul><ul><li>This is the #1 reason communities fail </li></ul><ul><li>10. Recognition and Rewards </li></ul><ul><li>- Based on role and context </li></ul>©2007, All Rights Reserved
  50. 50. David Coleman Collaborative Strategies “ The Collaboration Blog” 415-282-9197 [email_address] 50 Collaboration 2.0: Technology and Best Practices for Successful Collaboration in a Web 2.0 World By David Coleman and Stewart Levine Link to website of book: