Web 2.0 Implementation Using Communities of Practice


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An approach to implementing Web 2.0 using Communities of Practice. Describes the process and deliverables involved in establishing a Community of Practice.
Describes how to initiate and plan a Community of Practice to meet strategic objectives. Describes metrics for CoPs. Lists common Web 2.0 features for CoPs.

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Web 2.0 Implementation Using Communities of Practice

  1. 1. Web 2.0: A Community-Based AdoptionApproachBrian Richardson, PMP
  2. 2. Objectives• Describe Web 2.0 implementation using a Community-based approach• Identify the process, roles and deliverables involved in establishing a Community of Practice• Extract data from a case study to create a Community of Practice charter• Extract data from a case study to review a Community of Practice
  3. 3. Agenda• Define Web 2.0• The promise of Web 2.0 technologies, and results so far• Why a Community-based approach• Define a Community of Practice• Identify the process and deliverables involved in establishing a Community of Practice• Case Study• Q&A
  4. 4. What is Web X.0?Web 1.0 – • Information delivery (brochure sites) • Transactions (eBay, Amazon)Static Web • Entertainment (ESPN.com, YouTube, Netflix OnDemand)Web 2.0 • Social networking (Facebook, LinkedIn) • Collaboration (Wikipedia) • Applications and data storage (Cloud Computing) • Data sharing/publishing (Twitter, blogs, YouTube)
  5. 5. The Promise of Web 2.0Solutions that harness the relationship capitalwithin social networks can address a number ofcritical business challenges, including:• Brand awareness, value, and reputation• Innovation capabilities• Corporate social responsibility• Strategic talent, learning, and recruiting initiatives• Collaboration and knowledge management (KM) strategies• Customer relationship management (CRM)• Workforce virtualization
  6. 6. Web 2.0/3.0 Results• 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.
  7. 7. Key Elements to Web 2.0 Adoption People and ProcessGovernance Flexibility
  8. 8. 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 usingwho come together… collective norms and processes…to share information • Exchange ideas, collaborate, and learn from one another in face- to-face and virtual environmentsand 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 initiativesorientation. • Expert-led communities, which produce more reliable content • Strong objectives and focus to help integrate activities into normal workflow vs. being “one more thing”
  9. 9. Characteristics of CoPs DomainCommunity Practice
  10. 10. CoP LifecycleInitiation Planning Activation Monitor andClosure Execution Control
  11. 11. 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?
  12. 12. Key RolesRole DefinitionKnowledge Manager •Support and oversight role; not necessarily part of the CoP •Helps set-up CoP, provides structure and guidance •Provides training on process and toolsPractice Area (Domain) •Provides strategic direction for practice areasOwner •Determines which CoPs should be supported •Determines if CoP recommendations align with strategic vision •Provides input on related CoPsCoP Sponsor •Reviews and approves key CoP deliverables •Responsible for membership and content •May or may not be Practice Area OwnerModerator •Monitors content •Ensures compliance with company standards and governance •Ensures questions are being answeredPractice Area (Domain) •Provides input on activities and deliverablesExpert •Mentors other practitioners •Assists CoP Sponsors and Community Managers •Creates content (blogs, knowledge assets) •Facilitates discussions and answers questions.Community Member •Shares information, knowledge, experiences, insights and best practices around shared(Practitioner) goals •Is invited or applies to join CoP
  13. 13. Key Roles, continuedRole DefinitionHuman 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 strategyGovernance Board •Reviews CoP progress against goals •Determines synergistic opportunities •Identifies and promotes CoP accomplishments •Identifies duplication of efforts
  14. 14. Overview Role Initiation Planning Activation Execution Monitor ClosePractice AreaOwnerSponsor •Gather inputs •Complete •Identify request form leadershipModerator •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 keyExpert deliverables initiatives •Create initiative list •CreateHCP marketing / intellectual capital comm planMembers Recruited/ applyGovernance Assess goal •Fulfilled charter Review / achievement, •Lost momentumBoard time spend and •No longer aligned approve charter satisfaction to strategyKnowledgeManager SUPPORTS CoP
  15. 15. CoP MetricsAdoption • % of target audience reached • % of users contributing/participating • % of users subscribing/followingKnowledge • # Experts identified • # Questions answeredCreation/Transfer • # Expert blog posts • # Knowledge assets created • Knowledge asset usage • Knowledge asset qualityGoal Achievement • Communication/marketing milestones • Initiatives • Business results
  16. 16. Case Study Case Study• Your role = process expert (not content expert)• Part 1 – Complete Charter• Part 2 – Complete CoP Checkpoint
  17. 17. Questions? Contact us.Brian Richardsonwww.richardsonconsultinggroup.com773-474-1834brian@richardsonconsultinggroup.comhttp://www.linkedin.com/in/briandrichardsonTwitter: @briandrichardso
  18. 18. Appendix
  19. 19. Appendix - Sample FeaturesContent Management • Approval/publishing workflows • Version control • Content types • Metadata management • Flag of inappropriate/incorrect content • Expert blog/wiki /microblogging • Rich media • Moderator features • RSS feeds • AnalyticsCollaboration • Discussion forums/threads • Wiki • Adhoc workspaces • Online meeting/whiteboarding • Instant message/chatSocial • User profiles • Ability to follow people, discussions • Expert search • Rating of content/answers • Comment/Bookmark • Polling • TaggingIntegration • HRIS • LMS • Skills DB • Performance Management • Desktop Applications (word processing, spreadsheet, etc.) • Business Applications and Data
  20. 20. Appendix• Common Technology Platforms – Jive Software (jivesoftware.com) – NewsGator (newsgator.com) – MediaWiki (mediawiki.org) – Sharepoint/MOSS (sharepoint.microsoft.com) – Drupal (drupal.org) – Confluence (atlassian.com/software/confluence) – Yammer (yammer.com)