Web 2.0


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Web 2.0

  1. 1. WEB 2.0 AT WORK © Acando AB
  2. 2. Communication technologies change society in waves © Acando AB
  3. 3. © Acando AB http://www.flickr.com/photos/rachel_s/
  4. 4. http://www.flickr.com/photos/storm_gal/ © Acando AB
  5. 5. © Acando AB http://www.flickr.com/photos/darko_pevec/2302492866/sizes/o/
  6. 6. © Acando AB
  7. 7. Innovations like these have helped to democratizise access to information. © Acando AB
  8. 8. . © Acando AB
  9. 9. Since information is power, such innovations are often met with scepticism and fear. © Acando AB
  10. 10. But we must try to overcome our scepticism and fears by learning to see the value these innovations bring. © Acando AB
  11. 11. We Must Learn To Look Beyond Obvious © Acando AB
  12. 12. We Must Learn To See The Tools Social Networks Blogs Wikis Sharing websites Micro-blogging © Acando AB Instant Messaging RSS feeds & readers Social Bookmarking
  13. 13. We Must See The Needs They Adress Share information and experiences with others Find and connect with other people Contribute to and use collective intelligence Communicate spontaneously and direct with others Share photos with others Communicate quick and informally with others © Acando AB Consume relevant information from sources you trust Share any Information you find with others
  14. 14. As individuals, many of us are already using these tools to enrich and simplify our (social) lives. © Acando AB
  15. 15. Our question today: How can an organization improve collaboration with these simple and social tools? © Acando AB
  16. 16. Web 2.0 at Work Simple & Social Internal Collaboration © Acando AB © Acando AB
  17. 17. Some Short ”Facts” About Us Henrik Gustafsson Oscar Berg ● MSc in Informatics, Knowledge Management ● Strategy, analysis, architecture ● Content, portals, integration ● Virtual teams ● MSc in Informatics, Interactive Systems ● Analysis, architecture, usability ● Web, portals, collaboration ● Virtual teams, off-shore Visit our blog: www.thecontenteconomy.com © Acando AB
  18. 18. “ If HP knew what HP knows, we would be three times as profitable. Lew Platt Former CEO of Hewlett-Packard © Acando AB ”
  19. 19. PART I Trends & Challenges © Acando AB
  20. 20. How the Web Has Evolved 1.0 One-way & broad E-mail Static Websites Discussion forums Instant Messaging Chat Rooms 1.X Dynamic & interactive Dynamic Websites Portals Communities Agents VIdeo Conferencing Web services Collaborative filtering VOIP Based on AIIM (2008) – Enterprise 2.0: Agile, Emergent & Integrated © Acando AB 2.0 Simple & social Blogs Wikis RSS Mashups Pod- & webcasts Social Networks Social Bookmarking Folksonomies
  21. 21. 1996 2006 Mostly Read-Only Widly Read-Write 250 000 sites 80 000 000 sites Collective Intelligence 45 million users worldwide © Acando AB 1+ billion users worldwide
  22. 22. Pillow Fight Flash Mob Torino, Italy . © Acando AB
  23. 23. “ Most of the barriers to group action have collapsed… We can have groups that operate with a birthday party's informality and a multinational's scope. Clay Shirky Author of “Here Comes Everybody: The Power of Organizing Without Organizations” © Acando AB ”
  24. 24. The Principles of “Old” Media A few to the many a publisher writes for who sells because the publisher owns the production and distribution means © Acando AB
  25. 25. The Principles of Social Media Anyone to anyone can produce, copy and share anything at almost no cost! © Acando AB
  26. 26. “ All business are media businesses, because whatever else they do, all businesses rely on the managing of information for two audiences employees and the world. ” Clay Shirky “Here Comes Everybody: The Power of Organizing Without Organizations” © Acando AB
  27. 27. The Collaboration Forces Working Pro Working Against Globalization Ignorance Consumerization of IT Behavior ”The Google Generation” Power Democratization Legacy © Acando AB
  28. 28. “ You are already an integral part of Web 2.0 business economy. Every time you click on Google, Wikipedia, eBay or Amazon you are sparking network effects…even if you do not buy anything. Amy Shuen, Author of “Web 2.0 A Strategy Guide” © Acando AB ”
  29. 29. The Collaboration Challenge © Acando AB
  30. 30. What Do We Mean With Collaboration? Communication Interaction Collaboration Goal © Acando AB
  31. 31. ContentCentric CommunicationCentric One-to-One © Acando AB One-to-Many Many-to-Many
  32. 32. E-mail is Being Mis/Overused ● Overuse and inappropriate use Many-to-Many ● No structure or control ContentCentric ● Lock-in of key information ● Key information leaves organization ● Information overload ● Enormous volumes of content © Acando AB
  33. 33. Workflow Systems Don’t Fit All Tasks or Users ● Does not fit user's workstyles Many-to-Many ● Not supporting knowledge work ContentCentric ● Over-focus on approval ● Usually complex and requires education ● Licenses not available for all © Acando AB
  34. 34. Portals Are Not Personal ● Mainly one-way communication One-to-Many ● Everyone cannot contribute ContentCentric ● Role needs <> individual needs ● One “truth” how to organize information ● Tools and content in focus, not people © Acando AB
  35. 35. Key Ingredients for Successful Collaboration © Acando AB
  36. 36. Collaborative Culture Command-and-control Formal Hero-culture Fear of making mistakes © Acando AB Consensus-driven Informal Mentoring-culture Trial-and-error
  37. 37. Truly Collaborative Tools Fits my work-style Fits Different needs Universally accessible Encourages contribution © Acando AB Informal & spontaneous Easy to use People are visible
  38. 38. Collaborative Awareness I interact with others when I have the time I interact with others regularly and self-initiated Me 1.0 I only use e-mail I occationally update myself © Acando AB Me 2.0 I use multiple tools I have ambient awareness
  39. 39. What About Knowledge Management? © Acando AB
  40. 40. The “Rules” of Business Are Changing The basis of the operation is the structure of the activities. Knowledge-based The basis of the operation is the knowledge of individuals. Structure-based © Acando AB
  41. 41. The Knowledge Management Problem ● Knowledge is often stored in private notebooks and in peoples heads (tacit knowledge) ● Knowledge is typically exchanged ad hoc and informally person-toperson © Acando AB
  42. 42. The Problem with Knowledge Management version 1.0 ● Really not about people ● Knowledge treated as a separate "thing" ● Knowledge management seen as a separate act ● No return on contributions ● Does not blend with human nature © Acando AB
  43. 43. What Web 2.0 Brings to Knowledge Management ● Simple and social tools enable a convenient and user-driven way to capture tacit knowledge and build collective intelligence Blogs Social Network Wikis ● Blogs and wikis are the 21st Century‟s notebooks and social networks are the water coolers © Acando AB
  44. 44. PART II Tools, Technologies and their uses © Acando AB
  45. 45. “ Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers. ” Andrew McAfee Associate Professor, Harward Business School © Acando AB
  46. 46. How Web 2.0 is Penetrating the Enterprise Blogs RSS Wikis 45% 43% 35% IDC, “Quick Look Survey”, February 2007 © Acando AB
  47. 47. How Enterprises Are Using Web 2.0 Internal collaboration 75% Interfacing with customers Interfacing with partners & suppliers 70% 51% The McKinsey Quarterly, ”How Businesses are using Web 2.0”, June 2007 © Acando AB
  48. 48. The Challenge: Getting the Balance Right & Control Empowerment Corporate IT Control Users in Control Corporate Content User-Generated Content Search & Browse Publish & Subscribe Corporate Taxonomies User-Generated Metadata Transactional Interactions Social Interactions Enterprise Applications Individual Applications ©2007 Collaborative Strategies © Acando AB 47
  49. 49. “ Being dismissive of blogs and wikis because of how they are most of-ten used, and talked about, today is a mistake. What is important is how they could be used. ” The Gilbane Report Vol 12 no 10, 2005 "Blogs & Wikis: Technologies for Enterprise Applications?" © Acando AB
  50. 50. Positioning Collaboration Tools in Time and Space Time E-mail Workflow Portals Apart Together Phone SMS Video Conferencing Together © Acando AB Apart Space
  51. 51. Positioning Collaboration Tools in Context and Structure Context Ecosystem Enterprise Team/Unit Individual Structure Ad-hoc © Acando AB Project Process
  52. 52. We Need Many Different Spaces for Collaboration Enterprise Business Unit Office Team Project Community of Interest Friends Community of Practice © Acando AB
  53. 53. Key Tools & Technologies © Acando AB
  54. 54. Key Tools And Technologies We Will Focus On Social networks – Connections & Context Syndication & Mashups Reuse © Acando AB
  55. 55. ENTERPRISE BLOGS © Acando AB
  56. 56. Anyone Who Can Write Can Blog Edit easily Label your post Publish immediately or later © Acando AB
  57. 57. Read and Share as You Like Subscribe to feed Comment Share and Bookmark © Acando AB
  58. 58. “ Our legal department loves the blogs, because it is basically a written-down, backed-up, permanent time-stamped version of the scientists notebook. ” Marissa Mayer VP of Search Product & User Experience , Google © Acando AB
  59. 59. Why Enterprise Blogs? ● Blogs are a good way of conveying information instantly to the rest of your community in one action ● They can be used as a timeline of events within a workgroup ● Capture and present ideas and opinions to coworkers ● Gather feedback and involve others in discussions © Acando AB
  60. 60. Examples of Enterprise Uses ● CEO blog for communicating with coworkers ● Product management blogs for product communication and strategies ● Project management blogs for meeting minutes, project history, project definition, risks… ● Sales blogs for sales and customer development ● Personal blogs for sharing experiences, links, news, ideas, opinions… © Acando AB
  61. 61. ENTERPRISE WIKIS © Acando AB
  62. 62. Collective Editing Made Easy Edit without approval Discuss View history Get notified Structure by linking © Acando AB
  63. 63. How to Edit a Wiki 1. Check if subject exists 2. Exists = continue to next step Does not exist = create a new page Edit WIKI PAGE 3. Edit the page 4. Save © Acando AB Previous versions
  64. 64. Why Enterprise Wikis? ● Captures business information that otherwise would float around in emails ● Easy to access and find information as the wiki is web-based and provides search ● Easy and fast to edit thanks to simple interface and flexible format ● Easy to fix mistakes thanks to versioning and audit trail of unstructured content Anyone can contribute! © Acando AB
  65. 65. Examples of Enterprise Uses ● Knowledge bases with corporate “how-to‟s”, information for new employees, practical information ● Requirements management for capturing, negotiating and agreeing on requirements ● Capturing "intelligence" such as competitor and industry activities and consumer trends ● R&D quickly capture bookmarks and commentary on topics. write up research proposals, notes, and experiments ● Corporate glossaries such as product terminology © Acando AB
  66. 66. “ The decision to embrace wikis is part of a changing ethic at the department, from a „need to know culture‟ to a „need to share culture‟. ” Eric M. Johnson Office of eDiplomacy, US State Department © Acando AB
  67. 67. ”Intellipedia” - Connecting the Dots at CIA After 9/11 © Acando AB
  68. 68. Wrapping Up About Blogs and Wikis Blogs Singleauthor insights User-generated, interlinked and rapidly adaptable bodies of knowledge open to everyone Wikis © Acando AB Multi-author “agreed-upon” knowledge Collective Intelligence
  70. 70. What is Social Networking? © Acando AB
  71. 71. “ The social network put all that we were doing into context. Richard Dennison Intranet and channel strategy manager at BT © Acando AB ”
  72. 72. Why Enterprise Social Networks? ● A shared social space for people who are apart in time and/or space ● Easy to find people to connect, communicate with and get to know them ● Rapid distribution of relevant and informal information person-to-network ● Build relationships across boundaries (organizational, geographic…) ● Provides a context for knowledge exchange © Acando AB
  73. 73. Social Networks Enable More and Broader Interaction © Acando AB
  74. 74. Key Features – Examples Describe who you are in a profile Find & connect with people Tag your own and other people‟s content Share content © Acando AB
  75. 75. Key Features – Examples See network activities © Acando AB Participate in groups
  76. 76. User Activities Brings Valuable Content to the Surface Comments Editorial Selection Visits & Views Downloads Favourites Links Tags Embeds Social Bookmarks © Acando AB Shares
  77. 77. The Long Tail of Content Use Usage rate 1-5% above ”the water line” Still findable and accessible, but filtered out Total amount of content © Acando AB
  78. 78. Social Tools Encouraging Disruptive Thinking at BT © Acando AB
  80. 80. Subscribe to Information and Read in a Reader Subscribe to feeds Label items Read all feeds in one place Bookmark items Mark items as read Share items © Acando AB
  81. 81. Ordinary Surfing for Information = Constant Checking Has anything changed? Check Check Check Based on slides by James Dellow (2008) © Acando AB Are there any new posts? Will a search return something new?
  82. 82. Syndication Makes the Content Come to You Instead News about content changes New blog posts New search results Based on slides by James Dellow (2008) © Acando AB
  83. 83. Why Syndication? ● Control what you read ● Spend less time searching ● Receive information instantly and in a consistent manner ● Increase you capacity to consume many sources ● Avoid occupational spam by avoiding irrelevant information and spam © Acando AB
  84. 84. ENTERPRISE MASHUPS I © Acando AB
  85. 85. No Programming Required! Search Rearrange Drag-and-drop Authentication Configure Straight from the source © Acando AB
  86. 86. Mashups Are Lightweight Services ● Mashups are lightweight, composite applications, based on web architecture ● They mix and source content or functionality from existing systems ● The sourced content and functionality retain their original purpose Illustration based on illustration by Dion Hinchcliffe (2007) © Acando AB Develop Developer Assemble User
  87. 87. According to Gartner by 2010, 80% of enterprise applications will be mashups. © Acando AB
  88. 88. Value Web 2.0 Lower The Investment Barriers Buy Build SaaS Mashups and hacks Unserved demands Projects that do justify big IT spending Amy Shuen (2008) © Acando AB Projects that do not justify big IT spending
  89. 89. Why Enterprise Mashups? ● Allow for real-time business intelligence by aggregate information from various sources ● Can serve temporary and urgent needs as they can be quickly assembled ● Can be adapted to personal needs as it mashups are assembled rather than programmed and can be assembled by anyone ● Puts transactional data in context by allowing connections to both structured sources (enterprise apps) and unstructured sources (blogs, web sites…) © Acando AB
  90. 90. Collaboration in Practice © Acando AB © Acando AB
  91. 91. Case Study: Team Collaboration Blog • Share ideas, opinions, experiences, news • Distribute agendas and meeting minutes Wiki • Information to iroduce new coworkers • Keep history of sales activities • Use as knowledge base File Share IM Web Conferencing © Acando AB • Collaborate on document deliverables • Share presentations, documents, articles • Store templates, resources, reference cases • Quick questions and statuscheckups • Real-time conversations 1-to-1 or M-to-M • Internal virtual meetings • External virtual meetings
  92. 92. The Collaboration Platform © Acando AB © Acando AB
  93. 93. © Acando AB
  94. 94. The Collaboration Platform Collaboration Spaces Enterprise Unit Project Community Personal Collaboration Tools Instant Messaging Voice Blogs & wikis Intranets & Portals Mashups Video Desktop Sharing Web- & Podcasts File Sharing RSS Readers Profiles & Presence Tagging & Social Bookmarking E-mail Social Networks RSS Basic Content Services Versioning © Acando AB Search Security Workflow Metadata
  95. 95. Web 2.0 Tools – What They Have and What They Need Integrated Rich Media Accessible Social Simple © Acando AB Secure Choice of tools Enterprise
  96. 96. SOA And Web 2.0 Exploit Services but.. SOA • • • • • • Heavyweight Composites Application services Centralized Enterprise Planned • • • • • • Lightweight Mashups Content services Peer In the cloud Emergent Service Paradigm Web 2.0 © Acando AB
  97. 97. Magic Quadrant for Collaboration © Acando AB
  98. 98. The Social Software Marketplace – On-Premises Software Collaboration Platforms Wiki Software Microsoft – SharePoint 2007 Atlassian – Confluence IBM – Connections/Quickr MediaWiki – MediaWiki Oracle – Oracle WebCenter Suite/Pathways Socialtext – Socialtext EMC – Documentum Twiki – Twiki OpenText – Livelink ECM – Extended Collaboration Blog Software Social Software Suites Six Apart – Movable Type Drupal – Drupal Automattic – WordPress Awareness – Awareness Platform Connectbeam – Social Software Appliance RSS Software Jive Software –Clearspace Attensa – Attensa FeedServer Traction Software –TeamPage NewsGator – Enterprise Server NewsGator – Social Sites Telligent – Community Server © Acando AB
  99. 99. The Social Software Marketplace – Software as a Service Collaboration Suites Wiki Software Google – Google Apps Socialtext GroupSwim – GroupSwim Twiki Web Conferencing Cisco – WebEx Microsoft – LiveMeeting Yugma Blog Software Automattic – WordPress Google – Blogger TypePad GoToMeeting Instant Messaging Google – Google Talk Microsoft – MSN Messenger © Acando AB
  100. 100. PART III Approaching Web 2.0 at Work © Acando AB
  101. 101. Proactive • Collaboration nurtured and • Collaboration cultivated allowed to grow Managed Reactive • Collaboration choked or cut down 100 © Acando AB http://www.flickr.com/photos/jam343/1703693/sizes/o/
  102. 102. Key Disciplines Of Collaboration Maturity Awareness Culture Architecture Governance © Acando AB
  103. 103. Key Disciplines Of Collaboration Maturity Reactive Awareness Communication and coordination as a way to collaborate Culture A hero culture with strong command and control structures Architecture Individuals find their own tools and how to manage content Governance Individuals need to act based on their own judgment © Acando AB
  104. 104. Key Disciplines Of Collaboration Maturity Reactive Managed Awareness Communication and coordination as a way to collaborate Local collaboration for problem solving Culture A hero culture with strong command and control structures A more informal culture striving for synergies and consensus Architecture Individuals find their own tools and how to manage content Standardized tools and accessible content Governance Individuals need to act on their own judgment Guiding principles and supporting roles defined © Acando AB
  105. 105. Key Disciplines Of Collaboration Maturity Reactive Managed Proactive Awareness Communication and coordination as a way to collaborate Local collaboration for problem solving Crosscollaboration for optimization and innovation Culture A hero culture with strong command and control structures A more informal culture striving for synergies and consensus A sharing and mentoring culture based on trust Architecture Individuals find their own tools and how to manage content Standardized tools and accessible content Integrated flexible collaborative platform Governance Individuals need to act on their own judgment Guiding principles and supporting roles defined Balance of flexibility and control (mainly user led) © Acando AB
  106. 106. Governance For The Formal And Informal Formal process • Defined artifacts & products • Structured and secured approach • Value for the enterprise Tipping Point • Cost-Benefit • Compliance • Risk Informal process • Ideas & concepts • Spontaneous and open approach • Value for community © Acando AB
  107. 107. Change Required On All Levels Management • Vision and a collaborative environment • Be accessible and less formal • Broad input and spontaneous interactions • Trust your co-workers and let ideas flow • Remove barriers and leverage initiatives Co-worker • Present and promote yourself • Connect to people and expand your network • Create, share and participate actively • Be a role model • Coach and guide your colleagues © Acando AB
  108. 108. “ Realize that Enterprise Web 2.0 is unavoidable. Begin planning how to deploy effective Web 2.0 capabilities for maximum business value. Anthony Bradley Gartner © Acando AB ”
  109. 109. Getting Started with The Acando Approach How to kick-start an initiative Intention Vision Development Awareness Seminar(s) - customized seminar Direction Workshop(s) - pains, challenges, maturity, stakeholders, value…. © Acando AB Life-Cycle
  110. 110. Web 2.0 Success Factors Start immediately and focus on business value, not risk © Acando AB Set the social networks and the culture as the foundation Manage a portfolio of Web 2.0 tools and seed content Be committed for the long run and reward participation
  111. 111. Principles of Web 2.0 ● Users create value ● Utilize collective intelligence ● People build connections ● Get visible and social ● Networks multiply effects ● Actively promote growth ● Syndicate corporate competence ● Reuse and repurpose assets ● Ecosystems are value networks ● Limit the barriers for collaboration and innovation Amy Shuen (2008) © Acando AB My Organization
  112. 112. Web 2.0 Challenges And Enterprise Stakeholders • How to attract user participation and build on collective user value? • How to re-use knowledge assets and improve collaboration and innovation? • How to capitalize competence, web infrastructure, and activate network effects? Marketing Operations Finance • How to empower the individual and enrich interaction in social networks? HR © Acando AB • How to set up a simple, flexible and integrated collaborative platform? IT
  113. 113. THANK YOU! © Acando AB © Acando AB