Online Collaboration Success Stories, Tactics And Tools


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Introduction to online collaboration focusing on needs (mostly) of smaller businesses and professional firms. Looking at what people do to be successful. Material from presentation at Chicago Booth alumni club event.

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  • term that describes a group of people who share an interest, a craft, and/or a profession. The group can evolve naturally because of the member's common interest in a particular domain or area, or it can be created specifically with the goal of gaining knowledge related to their field. It is through the process of sharing information and experiences with the group that the members learn from each other, and have an opportunity to develop themselves personally and professionally ( Lave & Wenger 1991 ). CoPs can exist online, such as within discussion boards and newsgroups , or in real life, such as in a lunchroom at work, in a field setting, on a factory floor, or elsewhere in the environment.
  • Online Collaboration Success Stories, Tactics And Tools

    1. 1. Online Collaboration: Success Stories, Tactics and Tools March 3, 2010 Collaboration on Collaboration
    2. 2. <ul><li>Agenda 3-1-2010 </li></ul><ul><ul><li>6:15 6:20 Introductions </li></ul></ul><ul><ul><li>6:20-6:40 Recent Experiences in Collaboration </li></ul></ul><ul><ul><li> -- What did you do to make yourself a good collaborator? </li></ul></ul><ul><ul><li>6:40-6:50 Online Collaboration—Making the Case </li></ul></ul><ul><ul><li>6:50-7:55 Case Studies </li></ul></ul><ul><ul><li>7:55-8:05 Break </li></ul></ul><ul><ul><li>8:05-8:35 Best Practices </li></ul></ul><ul><ul><li>8:45 Next steps and Evaluation </li></ul></ul>Collaboration on Collaboration Online Collaboration Success Stories, Tactics and Tools
    3. 3. Recent Experiences <ul><li>What have you been doing to make yourself a good collaborator? </li></ul>Collaboration on Collaboration
    4. 4. National Joint Operations and Intelligence Center --  Information 365 - 24 / 7 <ul><li>Chairman of the Joint Chiefs of Staff must develop and maintain situational awareness, synchronize Combatant Command’s global effects and execute initial crisis response –all three are keys to fulfilling his advisory duties to the Secretary of Defense and the President of the United States.   </li></ul><ul><li>“We realized we needed an organization whose goal was to be faster and flatter than anything previously conceived.”         </li></ul>Top military officials pushed aside numerous bureaucratic obstacles to implement the capability on an unclassified network to ensure a quick, widespread adoption. Collaboration on Collaboration
    5. 5. APAN is a &quot;community of communities&quot; and a web site that combines the benefits of unstructured collaboration (wikis, blogs, forums) and structured collaboration (file sharing, calendar) with the personalization of social networking to facilitate unclassified information sharing with multinational partners, non-governmental organizations, and among various US Federal and State agencies. Source: Collaboration on Collaboration A move from “Need to Know” to “Need to Share.”
    6. 6. Introduction to Social Media Collaboration on Collaboration
    7. 7. Many, many choices for social media Collaboration on Collaboration
    8. 8. <ul><li>With prospects </li></ul><ul><ul><li>Rate and review </li></ul></ul><ul><ul><li>Public customer service (so they can see what you do) </li></ul></ul><ul><ul><li>Comment on blogs and other public spaces (to engage in dialogue) </li></ul></ul><ul><li>With customers </li></ul><ul><ul><li>Success stories </li></ul></ul><ul><ul><li>Peer2Peer selling </li></ul></ul><ul><ul><li>Marketing Board (input on your marketing) </li></ul></ul><ul><ul><li>Survey </li></ul></ul>Adapted from John Jantsch, Duct Tape Marketing Collaboration on Collaboration Collaboration ideas for small businesses - cheap tools
    9. 9. More collaboration ideas <ul><li>With partners </li></ul><ul><ul><li>Online workshops/ events </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Network blog (multiple authors) </li></ul></ul><ul><li>With providers </li></ul><ul><ul><li>Project collaboration </li></ul></ul><ul><ul><li>File sharing </li></ul></ul><ul><li>With staff </li></ul><ul><ul><li>Brainstorming </li></ul></ul><ul><ul><li>Wikis to store information </li></ul></ul><ul><ul><li>Communications </li></ul></ul>Adapted from John Jantsch, Duct Tape Marketing Collaboration on Collaboration
    10. 10. 2009 Top Social Media Brands <ul><li>iPhone </li></ul><ul><li>Disney </li></ul><ul><li>CNN </li></ul><ul><li>MTV </li></ul><ul><li>NBA </li></ul><ul><li>iTunes </li></ul><ul><li>Wii </li></ul><ul><li>Apple </li></ul><ul><li>Xbox </li></ul><ul><li>Nike </li></ul><ul><li>Starbucks </li></ul><ul><li>NFL </li></ul><ul><li>PlayStation </li></ul><ul><li>Adidas </li></ul><ul><li>BlackBerry </li></ul><ul><li>Sony </li></ul><ul><li>Mercedes </li></ul><ul><li>Microsoft </li></ul><ul><li>Samsung </li></ul><ul><li>BMW </li></ul><ul><li>Nintendo </li></ul><ul><li>Best Buy </li></ul>Source: Vitrue Collaboration on Collaboration
    11. 11. Trendy company on Facebook Collaboration on Collaboration
    12. 12. On Obama’s inauguration, CNN got <ul><li>1.2 million Facebook RSVPs </li></ul><ul><li>26million live video streams </li></ul><ul><li>2 million Facebook status updates </li></ul><ul><li>11,300 iReport submissions </li></ul>Collaboration on Collaboration
    13. 13. Over 400,000 submitted Over 23,000 vetted Collaboration on Collaboration iReport lets people send in video reports
    14. 14. Best Buy combines several elements – Forum… <ul><li>Technology and me </li></ul><ul><li>Innovation </li></ul><ul><li>Customer Service </li></ul><ul><li>Reward Zone </li></ul><ul><li>Military </li></ul><ul><li>Meeting the Moderators </li></ul>Other Topics Collaboration on Collaboration
    15. 15. … Blogs… This is CMO’s Also one by CEO And by community head Collaboration on Collaboration
    16. 16. … IdeaX… Collaboration on Collaboration
    17. 17. … and Twelpforce (on Twitter)… 2100 people responding with their own name to customer questions or comments about Best Buy Collaboration on Collaboration
    18. 18. Yielding results <ul><li>85% of interactions are peer-to-peer, including resolving issues and getting buying advice. </li></ul><ul><li>Of customer service interactions </li></ul><ul><ul><li>50% of interactions are service related </li></ul></ul><ul><ul><li>50% are about product insight. </li></ul></ul><ul><li>Better first contact resolution </li></ul><ul><li>Better customer loyalty </li></ul><ul><li>Increased interactions and site visits lead to more transactions </li></ul>Collaboration on Collaboration
    19. 19. <ul><li>Managing Director of Bliss PR </li></ul><ul><li>Active Twitter account (frequent tweets and retweets, 4700 followers) </li></ul><ul><li>Guest posts on other people’s blogs </li></ul><ul><li>Blogs (won 3 rd place award for Boss’ blog) </li></ul><ul><li>Podcast interviews </li></ul>My view Lots of authority Opportunities for speaking (e.g.,Association of Management Consulting Firms) Lots of relationships Sense of being approachable A professional and a person Collaboration on Collaboration Elizabeth Sosnow – professional services social media example
    20. 20. Collaboration on Collaboration Online Collaboration: Success Stories, Tactics and Tools
    21. 21. The Online Forum Two Cases Collaboration on Collaboration
    22. 22. Online Forums-Unique advantages <ul><li>Benefits of Forum participation and leadership include: </li></ul><ul><li>Help others and help yourself - you get to share what you know and help people who may have experienced the same issues as you did; </li></ul><ul><li>Limitless Knowledge - by participating in forums you get to learn from others experiences which eventually can help you grow your online business; </li></ul><ul><li>Can generate ideas for your blogs and articles - a good question usually can motivate and inspire arguments and discussions giving you something to talk about on your next blog posts; </li></ul><ul><li>Free Advertising -by helping people solve their problems, you build authority and become the go-to-person. People will see you as an expert, check out your signature profile and click on the link to your website. This can be a great source of traffic for your site which is very effective; </li></ul><ul><li>SEO Friendly - search engines recognize backlinks and gives credit to it when you do hyperlinks for keywords/phrases on your site; </li></ul>Collaboration on Collaboration
    23. 23. CoPs---in their own words <ul><li>CoP are generally an informal &quot;structure&quot; </li></ul><ul><li>members share a passion, an expertise, or different types of subject knowledge </li></ul><ul><li>Engagement is open-ended, a place for social sharing of experiences, lessons learned and “free” advice </li></ul><ul><ul><li>people learn from each other Non-threatening way to explore or test ideas </li></ul></ul><ul><ul><li>resolve different types of problems </li></ul></ul><ul><li>CoPs constitute a means to boost, to engender the coordination and cooperation between people in order to stimulate the knowledge which exists and enable the creation of new knowledge </li></ul>Collaboration on Collaboration
    24. 24. Com-Prac and CoP Apprentice Ideology <ul><li>Etienne Wenger describes CoPs simply: </li></ul><ul><li>a community that acts as a living curriculum for formal or informal apprentices. </li></ul><ul><li>newcomers become members of a community initially by participating in simple and low-risk tasks that are nonetheless productive and non-threatening way to explore or test ideas necessary and further the goals of the community. Through peripheral activities, novices become acquainted with the tasks, vocabulary, and organizing principles of the community. </li></ul><ul><li>Gradually, as newcomers become old timers, their participation takes forms that are more and more central to the functioning of the community </li></ul><ul><li>newcomers who can directly observe the practices of experts , understand the broader context into which their own efforts fit. </li></ul>Collaboration on Collaboration
    25. 25. Com-Prac Benefits <ul><li>Community of practices are networks of people who share a common interest in a specific area of knowledge. </li></ul><ul><li>Communities can vary widely in their characteristics. Some exist for years and others disappear once the purpose has been achieved. Following are some of the benefits of a community of practice : </li></ul>Collaboration on Collaboration <ul><li>Provides a vehicle for developing, sharing and managing knowledge. </li></ul><ul><li>Generate new knowledge in response to problems and opportunities. </li></ul><ul><li>Access to expert help to expand horizons, gain knowledge and seek help in addressing work challenges. </li></ul><ul><li>A non-threatening way to explore or test ideas. </li></ul>
    26. 26. Com-prac on Yahoo Groups Collaboration on Collaboration
    27. 27. Com-Prac Message History Group Information Members: 1705 Category: Theory and Methods Founded: Oct 25, 1999 Language: English Com-Prac is open to those interested in supporting communities of practice. It is a place where focused conversations, informal learning activities, are recognized, respected, and encouraged. Members : Corporate, private, non-profit, and academic organizations; international; involved in consulting, research, and direct support of communities of practice Collaboration on Collaboration Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2010 65 13 2009 31 11 32 49 5 6 31 20 15 24 15 31 2008 48 42 32 15 20 10 31 31 22 22 12 33 2007 27 36 48 86 100 28 58 72 28 39 36 4 2006 98 82 227 198 90 118 23 96 69 110 171 41 2005 56 26 179 114 58 72 137 64 48 86 81 111 2004 141 66 61 134 90 86 55 36 42 39 109 69 2003 62 96 77 61 80 102 177 96 22 71 153 109 2002 147 96 81 95 51 23 60 79 20 114 82 46 2001 113 64 53 96 101 94 112 231 85 95 57 22 2000 23 67 63 57 52 23 41 76 97 86 73 44 1999 30 44 18
    28. 28. OBJECTIVE Create an online community where product owners and prospective owners can collaborate on RV activities Collaboration on Collaboration
    29. 29. HISTORY Jim Beletti and a partner, as product owners and brand enthusiasts, created the forum in October 2004 Collaboration on Collaboration
    30. 30. OWNER BENEFITS Ability to enhance their own RV lifestyles through collaboration with other product owners Collaboration on Collaboration
    31. 31. PROSPECTIVE OWNER BENEFITS Enhanced ability to research product / make a better, more informed purchase decisions based on ongoing collaboration between product owners. Collaboration on Collaboration
    32. 32. HEARTLAND RVS BENEFITS HEARTLAND RVS BENEFITS <ul><li>Product awareness through rapid info. dissemination </li></ul><ul><li>Qualified lead generation </li></ul><ul><li>Upstream product feedback </li></ul>Collaboration on Collaboration
    33. 33. CHALLENGES <ul><li>Cost </li></ul><ul><li>Mfr Approval </li></ul><ul><li>Content </li></ul><ul><li>Time </li></ul><ul><li>Exposure </li></ul><ul><li>User Acceptance </li></ul><ul><li>Freshness </li></ul><ul><li>Relevancy </li></ul>Collaboration on Collaboration
    34. 34. FUTURE We’re in the midst of significant enhancements to morph into a “brand communities” model in order to personalize the user experience Collaboration on Collaboration
    35. 35. FUTURE – BEYOND THE FORUM We’re currently studying further development of our social media strategy: Facebook Twitter You Tube Wikipedia etc. Collaboration on Collaboration
    36. 36. PORTAL SCREEN CAPTURE PORTAL – A launch pad to all things HEARTLAND! Collaboration on Collaboration
    37. 37. FORUM SCREEN CAPTURE FORUM – The “Meat” of the product Collaboration on Collaboration
    38. 38. Social Networking Two Cases Collaboration on Collaboration
    39. 39. <ul><li>Marketing tool </li></ul><ul><li>Keep young adults connected to Charis Ministries </li></ul><ul><li>Drive young adults to our website (marketing) and blog (reflection resource) </li></ul><ul><li>  </li></ul> Objectives Collaboration on Collaboration
    40. 40. Challenges <ul><li>Format of Facebook “Group” was not always conducive to our needs.  </li></ul><ul><ul><li>Solution: Facebook “Fan Page” </li></ul></ul><ul><li>Striking a balance between posting frequently enough but not too much so people no longer want to follow us </li></ul>Collaboration on Collaboration
    41. 41. Benefits <ul><li>Fan page Automatically connected to twitter – can automatically update on multiple social media tools </li></ul><ul><li>Organizational identity postings---no need to post from personal Facebook account </li></ul><ul><li>Ability to market and provide resources on the same venue </li></ul>Collaboration on Collaboration
    42. 42. The Wiki Three Quick Cases Collaboration on Collaboration
    43. 43. Niche business financing company Topics including those relevant to Guidant Financial’s business A firm with a wiki that brings in customers Collaboration on Collaboration
    44. 44. Hosted on Wetpaint for free Collaboration on Collaboration Collaboration on Collaboration
    45. 45. Results have been very positive <ul><li>Some posting of articles by Guidant staff </li></ul><ul><li>No editing, except to eliminate inappropriate links </li></ul><ul><li>No money spent to promote site </li></ul><ul><li>800 visitors per month (in 2008) </li></ul><ul><li>230 click on Guidant’s site via link on bottom of page </li></ul><ul><li>About 16% of those become customers (2X rate from search engines) </li></ul>Source: Fortune Small Business, Feb 12, 2008 Collaboration on Collaboration
    46. 46. A law firm with an internal wiki <ul><li>32 employees </li></ul><ul><li>Wanted to change from Lotus Notes ($25,000 including IT staff) to something cheaper </li></ul><ul><li>Found PBWiki ($600) </li></ul>Source: Fortune Small Business, Feb 12, 2008 Collaboration on Collaboration
    47. 47. Shifted much of their work to wiki <ul><li>“ The biggest reason that we’re shifting is that the Wiki is easier to use. If employees see a better way to organize or present information, they can just go ahead and do it with a wiki. With LotusNotes, it required a programmer” – Leo Rosen </li></ul><ul><li>Caused contention over how to do things, but this eventually led (after re-editing) to joint learning and compromise </li></ul>Collaboration on Collaboration
    48. 48. Motivation was critical (and creative) <ul><li>Motivated participation with contest (more wiki entries means more chance to win) </li></ul><ul><li>Got lots onto wiki and engaged people </li></ul>Collaboration on Collaboration
    49. 49. Our wiki (for this program) <ul><li>On Google Sites – free </li></ul><ul><li>Open to David, Rachel, and Bill (and Eric to help us!!) </li></ul><ul><li>Can write, upload attachments, and make comments </li></ul>Collaboration on Collaboration
    50. 50. Our wiki (on Google Sites) Collaboration on Collaboration
    51. 51. Results <ul><li>Tonight’s Event!!! </li></ul>Collaboration on Collaboration
    52. 52. Micro-Blogging Three Cases Collaboration on Collaboration
    53. 53. — enterprise microblogging, file sharing, user groups , mobile access, rapid communication tool Cristóbal Conde President and C.E.O. Source: NY Times interview The Case for Yammer Collaboration on Collaboration
    54. 54. <ul><li>“ Top-down organizations got started because the bosses either knew more, or they had access to more information.” --Conde </li></ul><ul><li>Today, “ Everybody has access to identical amounts of information….employees already have all the data, they have access to everything.” </li></ul><ul><li>This explosion of information, and flattening technologies starts with e-mail. </li></ul><ul><li>But Email is quickly buried, lost and too time intensive. </li></ul><ul><li>As CEO, the best “management” decision is the platform choice…how can I best enable collaboration, because command control doesn’t scale, nor does isolated business decision making </li></ul>Collaboration ---one of the most difficult challenges in management Collaboration on Collaboration
    55. 55. Information and Management Challenges How do I keep everyone connected? How do I keep everyone informed? Engaged? Leveraging Collaboration technology SunGard’s unlimited WebEx license uses 4 million minutes of webcasts monthly, reducing the amount of business travel. SunGard also uses SharePoint, and video conferencing. Collaboration on Collaboration
    56. 56. Yammer—creates a flatter organization <ul><li>Yammer allows you to: </li></ul><ul><li>see what others are doing, </li></ul><ul><li>share information, </li></ul><ul><li>collaborate, </li></ul><ul><li>brag about their successes </li></ul><ul><li>and, in the process, </li></ul><ul><li>flatten the organization. </li></ul><ul><li>Mr. Conde, CEO, uses Yammer to share what he learns from clients ----their biggest problems, their biggest issues, and their biggest bets. </li></ul><ul><li>Broadcast email too formal, so he shares the lesson via brief Yammer posts. </li></ul><ul><li>He credits Yammer with helping him create a more collaborative and merit-based culture at SunGard. </li></ul>Collaboration on Collaboration
    57. 57. Why did they do it? <ul><li> </li></ul><ul><li>Conde lost one of his most valuable lieutenants because SunGard failed to provide him the latitude to lead and grow. </li></ul><ul><li>Conde also spent a year on the road visiting his 300 offices and clients in 30 countries. He was exhausted and finding he was repeating himself. </li></ul><ul><li>Yammer offered him a secure way to learn what people across his organization were doing, and as importantly “share information, collaborate, and brag about their successes — that is what flattens the organization.” </li></ul><ul><li>He realized his role, as boss and leader was to “work on those collaboration platforms, as opposed to being the one making the decisions. It’s more like the producer of the show, rather than being the lead.” </li></ul><ul><li>It’s not my job to be the lead, “By creating an atmosphere of collaboration, the people who are consistently right get a huge following, and their work product is talked about by people they’ve never met. It’s fascinating.” </li></ul><ul><li>Cristobal Conde, CEO SunGard </li></ul><ul><li>Implemented in May of 2009, Yammer spread virally among employees; and is viewed as helping SunGard accelerate collaboration and internal communications across 20,000 employees in 300 offices in 30 countries. </li></ul>Collaboration on Collaboration Brian Robins, CMO, SunGard noted We're seeing all kinds of serendipitous connections across projects, cultures and time zones.
    58. 58. Benefits A free flow of information is an incredible tool because I can tell everyone in the enterprise “ Look, this is one of our largest clients, and the C.E.O. just told me his top three priorities are X, Y and Z. Think about them.” Conde prefers writing 5 lines in Yammer, rather than share what he just learned from a client via broadcast voice mail or a long email. Collaboration on Collaboration
    59. 59. Justin Nihiser--TweetDeck Collaboration on Collaboration
    60. 60. Ian Brodie has used Twitter as part of a social media strategy Lots of followers Combines own posts, reTweets (and referrals), and lots of conversation with individuals Collaboration on Collaboration
    61. 61. Also has a blog (and is on Facebook and LinkedIn) Content tends to go here – since Twitter is not good for content Collaboration on Collaboration
    62. 62. Ian Brodie’s results <ul><li>Claims to spend 10-15 minutes per day </li></ul><ul><li>Has generated two clients clearly </li></ul><ul><li>Has also generated other clients indirectly, or Twitter was part of the client acquisition process </li></ul><ul><li>Emphasizes the ability to build relationships with people who you meet via Twitter </li></ul>Collaboration on Collaboration
    63. 63. Twitter tips – from Chris Brogan <ul><li>Build an account and immediate start using Twitter Search to listen for your name, your competitor’s names, words that relate to your space. (Listening always comes first.) </li></ul><ul><li>Add a picture. ( Shel reminds us of this.) We want to see you. </li></ul><ul><li>Talk to people about THEIR interests, too. I know this doesn’t sell more widgets, but it shows us you’re human. </li></ul><ul><li>Point out interesting things in your space, not just about you. </li></ul><ul><li>Share links to neat things in your community. ( @ wholefoods does this well). </li></ul><ul><li>Don’t get stuck in the apology loop. Be helpful instead. ( @ jetblue gives travel tips.) </li></ul><ul><li>Be wary of always pimping your stuff. Your fans will love it. Others will tune out. </li></ul><ul><li>Promote your employees’ outside-of-work stories. ( @ TheHomeDepot does it well.) </li></ul><ul><li>Throw in a few humans, like RichardAtDELL , LionelAtDELL , etc. </li></ul><ul><li>Talk about non-business, too, like @ astrout and @ jstorerj from Mzinga. </li></ul>Collaboration on Collaboration
    64. 64. Best Practices What will make you more effective Collaboration on Collaboration
    65. 65. Best Practices or Getting you to Success Collaboration on Collaboration Social Media Tool Internal External My barriers Online Forums Social Media Wikis Micro-blogging
    66. 66. Wrap up <ul><li>What’s next? </li></ul><ul><li>A hands on approach to using these tools </li></ul><ul><li>WHEN: Evening, Wednesday, April 21, </li></ul><ul><li>WHERE: Gleacher </li></ul><ul><li>Advance Preparation? </li></ul>Collaboration on Collaboration
    67. 67. Questions, Follow-up or Suggestions? <ul><li>Bill Balling </li></ul><ul><li>Managing Director of WRB, LLC Consulting, a management consulting firm for Cities and Villages [email_address] </li></ul><ul><li>David Friedman, Bridgewell Partners, LLC </li></ul><ul><li>We help you grow valuable relationships </li></ul><ul><li>312-863-3489 (p) [email_address] </li></ul><ul><li>Rachel Kaberon, Arkay Solutions LLC </li></ul><ul><li>Measuring what counts, counting what matters </li></ul><ul><li>847-687-8480 (cell) </li></ul>Collaboration on Collaboration