Openness and Innovation in a Web 2.0 world

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Presentation to SOMESSO London, May 15th 2009

A key challenge for all corporations in embracing new social tools is the need to balance confidentiality, privacy and intellectual property protection against the benefits of increased openness. How can this be achieved without stifling innovation? This presentation looks at how openness is actually essential to promoting innovation and buy-in to new ideas.

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  • A key challenge for all corporations in embracing new social tools is the need to balance confidentiality, privacy and intellectual property protection against the benefits of increased openness. How can this be achieved without stifling innovation?
  • How many of you have one of these? know what this is?
    Ideas need to be widespread to be known and to be adopted
    widespread adoption of ideas and products - need to be distributed
    The Long Tail

  • two lessons from recent literature

    future of management - command and control structures invented by Henry Ford are dead - be ready to release control - look at companies like WL Gore, Google, Whole Foods

    grown up digital - your employees are more likely to be experts than you are - consider more social media internally to share that knowledge and engage new hires

  • Don’t block
    Don’t fear

  • patent leadership
    Around 380,000 employees;165 countries
    Several large divisions
    Systems and Technology
    Consulting Services
    Software
    Research
  • At IBM we started with some guidelines. It’s probably foolish to go without.
    They are linked with our general Business Conduct Guidelines.

    “In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

    So IBM’s embrace of these technologies builds on a history of innovation.
    The message - don’t fear employees, competitors or the public - let them engage constructively

    Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media
  • At IBM we started with some guidelines. It’s probably foolish to go without.
    They are linked with our general Business Conduct Guidelines.

    “In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

    So IBM’s embrace of these technologies builds on a history of innovation.
    The message - don’t fear employees, competitors or the public - let them engage constructively

    Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media
  • At IBM we started with some guidelines. It’s probably foolish to go without.
    They are linked with our general Business Conduct Guidelines.

    “In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

    So IBM’s embrace of these technologies builds on a history of innovation.
    The message - don’t fear employees, competitors or the public - let them engage constructively

    Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media
  • Use social media as a means to expose IBM's experts - and expertise - to the world, to learn, engage, influence and lead
  • 12 Rules from Bringing ‘Social’ to your Business article by Dion Hinchcliffe
    (NB Social Business has a different defn in Wikipedia, but this is a nice alternative)

    If you are on Twitter you already know how powerful that intersection space beyond the firewall can be

    Customers and partners want to co-create products and shape our priorities.
    This is where the most powerful innovation can happen - in the space between organisations.

    “rethink your views on intellectual property” (Hinchcliffe)

    Examples - shared source initiatives like Jazz and Eclipse and sMash; communities like Lotus Live; HomeCamp and Smarter Planet awareness


  • 12 Rules from Bringing ‘Social’ to your Business article by Dion Hinchcliffe
    (NB Social Business has a different defn in Wikipedia, but this is a nice alternative)

    If you are on Twitter you already know how powerful that intersection space beyond the firewall can be

    Customers and partners want to co-create products and shape our priorities.
    This is where the most powerful innovation can happen - in the space between organisations.

    “rethink your views on intellectual property” (Hinchcliffe)

    Examples - shared source initiatives like Jazz and Eclipse and sMash; communities like Lotus Live; HomeCamp and Smarter Planet awareness


  • Lack of education / guidelines can lead to accidental breaches - e.g. rumours

    Pay attention to other licensing models - GPL, terms of service, CC etc.

    Play nice with communities, don’t exploit them
  • By locking the gates - by blocking social interaction - you STIFLE innovation
  • By locking the gates - by blocking social interaction - you STIFLE innovation
  • By locking the gates - by blocking social interaction - you STIFLE innovation
  • Openness and Innovation in a Web 2.0 world

    1. 1. Openness and Innovation in a Web 2.0 world Security, Intellectual Property, and Privacy Andy Piper Social Bridgebuilder Consulting IT Specialist IBM http://www.flickr.com/photos/bpc009/3328427457/
    2. 2. Two lessons
    3. 3. http://www.flickr.com/photos/misterben/501928475/
    4. 4. http://flickr.com/photos/killermart/34566562/
    5. 5. Spring 2005 http://flickr.com/photos/hans-on-experience/14188376/
    6. 6. Spring 2005 May 2008 http://flickr.com/photos/hans-on-experience/14188376/
    7. 7. Empower everyone Trust employees… they are the brand
    8. 8. Empower everyone Trust employees… they are the brand “Use social media as a means to expose IBM's experts - and expertise - to the world” (Adam Christensen, IBM Social Media Communications)
    9. 9. “magic” (innovation) happens here
    10. 10. http://www.flickr.com/photos/beatnic/3468347540/
    11. 11. http://www.flickr.com/photos/cordlesscorey/3365173969/
    12. 12. trust prepare enable ... do not fear http://www.flickr.com/photos/cordlesscorey/3365173969/
    13. 13. Connect http://twitter.com/andypiper http://andypiper.co.uk I’m an IBMer Let’s build a Smarter Planet

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