Economicsof socialcomputing richblankv2_2008


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economics of social computing - maximizing ROI through effective user adoption

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Economicsof socialcomputing richblankv2_2008

  1. 1. Rich Blank Web, Portals & Collaborative Technologies Conference IT & Business Alignment Forum, Las Vegas, NV November 10, 2008 The Economics of Social Computing Maximizing ROI through Effective User Adoption
  2. 2. Today’s Goal <ul><li>For you to go back to your organizations and: </li></ul><ul><li>take a hard look at social computing initiatives: how information and content are created, and what technology platforms manage it all, and look at how much you are spending on those technology platforms </li></ul><ul><li>think more economically about how knowledge workers create and manage information, share their knowledge with others, how it’s secured, and how it’s retained. </li></ul><ul><li>focus on maximizing your Return on Investment on your social computing, collaboration & content management technologies through effective user adoption. </li></ul>Information is your biggest competitive advantage!
  3. 3. Agenda <ul><li>Defining Social Computing </li></ul><ul><li>Business and Technology Challenges </li></ul><ul><li>Thinking Economically </li></ul><ul><li>Maximizing Your ROI </li></ul><ul><li>Case Study </li></ul><ul><li>Q&A Discussion </li></ul>
  4. 4. Social Computing Defined <ul><li>Intersection of information, technology, and social behaviors. </li></ul>Social Computing Intersected with How We Share Information and Knowledge
  5. 5. Information Workplace Diagram: Forrester Research
  6. 6. Structured to Unstructured Content Less Structured More Structured Reports Forms Records Management Business Processes Document Management Collaborative Spaces Wikis Rich Media Project Plans Calendars Surveys Email Instant Messaging Blogs Communities Discussions Social Networks RSS Feeds
  7. 7. Social Interaction is Dynamic! Diagram: EMC
  8. 8. How do we make sense of it all? Diagram: EMC
  9. 9. Agenda <ul><li>Defining Social Computing </li></ul><ul><li>Business and Technology Challenges </li></ul><ul><li>Thinking Economically </li></ul><ul><li>Maximizing Your ROI </li></ul><ul><li>Case Study </li></ul><ul><li>Q&A Discussion </li></ul>
  10. 10. Business & Technology Challenges <ul><li>How do we better connect people to people and people to the right information at the right time when we generally rely on email as a collaboration tool? </li></ul><ul><li>How do we work in this “flat world” with organizational and geographical boundaries both inside & outside the enterprise </li></ul><ul><li>How do we efficiently manage interactions between distributed teams of knowledge workers and strategic partners? </li></ul><ul><li>How can executives gain more visibility and transparency of project portfolios? </li></ul><ul><li>How can we more effectively foster innovation, new product discovery & development, & reduce time to market? </li></ul>
  11. 11. Business & Technology Challenges <ul><li>How do you effectively manage all of this technology and information to make people more productive? Time & cost savings – doing more with less! </li></ul><ul><li>With multiple silos of information and competing technology platforms, how can we find what we are looking for? </li></ul><ul><li>Is the right information secure in the right places with access controlled to the right people? </li></ul><ul><li>How can we ensure the right governance is in place to manage all of this technology and information? </li></ul><ul><li>How can we be sure we are being compliant with regulations and are able to respond to eDiscovery requests in a cost-effective manner? </li></ul>
  12. 12. Business & Technology Challenges <ul><li>Cultural barriers: changing people’s behavior is hardest of all </li></ul><ul><li>Adoption of Tools : Usability not been simple or user friendly </li></ul><ul><li>Perceived Benefits : Link between technology and (perceived) business value has been seen as soft. </li></ul><ul><li>Justification : Approval for any initiative/project is difficult given budget-constraints </li></ul><ul><li>Timeframe: How long will it take for benefits to be realized? </li></ul><ul><li>ROI : Calculating return on investment (ROI) is hard </li></ul><ul><li>Metrics : How do we measure success? </li></ul>
  13. 13. Business & Technology Challenges <ul><li>A Day in the Life of a Knowledge Worker: </li></ul><ul><li>managing people, projects, clients, partners, deliverables, timelines, and escalations </li></ul><ul><li>making decisions, joining conference calls, meeting after meeting after meeting </li></ul><ul><li>documents, documents, documents with dozens of versions of the sales presentations and contracts </li></ul><ul><li>and of course email….. </li></ul><ul><li>and now introduce social computing, blogs and wikis and communities, etc… </li></ul>Is this efficient? Is this productive?
  14. 14. Agenda <ul><li>Defining Social Computing </li></ul><ul><li>Business and Technology Challenges </li></ul><ul><li>Thinking Economically </li></ul><ul><li>Maximizing Your ROI </li></ul><ul><li>Case Study </li></ul><ul><li>Q&A Discussion </li></ul>
  15. 15. Thinking Economically… Convenience Context Closeness Convergence Cost $$$
  16. 16. Context <ul><li>What’s the business purpose? </li></ul><ul><li>What’s the focus? </li></ul><ul><li>Can you filter what’s important and provide visibility? </li></ul><ul><li>Is it a secure context? </li></ul><ul><li>Who are trying to connect? </li></ul><ul><li>Is it an organizational issue you are trying to solve? </li></ul>
  17. 17. Context <ul><li>Is it a business process issue? </li></ul><ul><li>Is it a project focus? </li></ul><ul><li>Is it a technology focused context? </li></ul><ul><li>Is it a compliance context? </li></ul><ul><li>Process Improvement? </li></ul><ul><li>Product Development or Innovation focus? </li></ul>It’s about applying knowledge within a context .
  18. 18. Context
  19. 19. Closeness <ul><li>Relationship of IT and Business </li></ul><ul><li>Relationship of the technology and the users </li></ul><ul><li>Who owns the technology and content? </li></ul><ul><li>You can’t solve all the problems. Focus on providing a platform and let end users determine how to best use it. </li></ul><ul><li>And provide consulting, guidance, and training where needed. </li></ul><ul><li>Market the value of the technology solution and showcase success stories to end users. </li></ul>
  20. 20. Closeness <ul><li>Leader </li></ul><ul><li>Knowledge is shared across the network </li></ul><ul><li>Fearless </li></ul><ul><li>Explorer </li></ul><ul><li>Expertise promoted </li></ul><ul><li>Creator </li></ul><ul><li>Storyteller </li></ul><ul><li>Works horizontally </li></ul><ul><li>Change Agents </li></ul><ul><li>Resisters </li></ul><ul><li>Knowledge is power </li></ul><ul><li>Scared </li></ul><ul><li>Disinterested </li></ul><ul><li>Hoards information </li></ul><ul><li>Expertise hidden </li></ul><ul><li>Command and control </li></ul>Sociology and Psychology of End Users <ul><li>Follower </li></ul><ul><li>Knowledge is shared locally </li></ul><ul><li>Cautious </li></ul><ul><li>Curious </li></ul><ul><li>Expertise identified </li></ul><ul><li>Contributor </li></ul><ul><li>Adapts </li></ul>
  21. 21. Convenience <ul><li>How does the technology fit into the daily lives of knowledge workers?  </li></ul><ul><li>Is this technology easy to use and adopt?  </li></ul><ul><li>How easy is the technology to access or add members or create new team workspaces, wikis, or communities? </li></ul><ul><li>What content can people see, who can see it, how can they access or search it?? </li></ul><ul><li>Is there real-time moderation of content and intellectual property? Will “big brother” be monitoring and auditing content? </li></ul><ul><li>Governance is an underlying theme. </li></ul>
  22. 22. Convenience Convenience Degree of Openness
  23. 23. Convergence <ul><li>“… ..Convergence in lots of people’s language is still about the technology. The reality of convergence is that people no longer accept that they have to have different realities at home, in the office and while they are travelling – all requiring different equipment and having different capabilities. People want to work wherever they can work, get access to the information they need and deal with it…..” </li></ul><ul><li>Ben Verwaayen, former CEO of BT </li></ul><ul><li>Technology Conference of Tomorrow, April, 2008 </li></ul>
  24. 24. Convergence Enterprise Application Integration SCM, ERP, CRM, POS, PRM, PDM Process Program Project Portals Dashboards and Roll-ups Analytics and Reporting Business Intelligence and DSS Ad-hoc and Pre-defined Reports Communities
  25. 25. Convergence: MS SharePoint
  26. 26. Agenda <ul><li>Defining Social Computing </li></ul><ul><li>Business and Technology Challenges </li></ul><ul><li>Thinking Economically </li></ul><ul><li>Maximizing Your ROI </li></ul><ul><li>Case Study </li></ul><ul><li>Q&A Discussion </li></ul>
  27. 27. Maximizing ROI <ul><li>Focused Context + </li></ul><ul><li>Acceptable Level of Convenience + </li></ul><ul><li>High Degree of Closeness + </li></ul><ul><li>Right Amount of Convergence = </li></ul><ul><li>Maximize ROI </li></ul>
  28. 28. Maximizing ROI: Developing Your Strategy Design Design a plan. Further analysis? Identify measurement (both quantitative & qualitative). Is there some high-level ROI to be identified? Define success. Collect any baseline data that is available. Pilot Engage in the opportunity and work closely with business users and sponsors. Introduce new tools and training. Collect feedback, data for measurement. Reflect Lessons learned. Was this successful? Was it the right context? Is this initiative one that can be expanded to a broader context? If so, how will it be managed? Rollout Market, Manage, and Measure, Train. Promote successes. Focus on operations and technology, support if applicable. Ongoing sustainable ownership? Other opportunities? Clarify What is the context? How close is IT to your end users? How convenient will the technology solution be to ensure it’s adopted? What type of convergence is necessary? Do initiatives exist already? Build business case.
  29. 29. Maximizing ROI: Sustaining Initiative Design Rollout Clarify Reflect Pilot
  30. 30. Agenda <ul><li>Defining Social Computing </li></ul><ul><li>Business and Technology Challenges </li></ul><ul><li>Thinking Economically </li></ul><ul><li>Maximizing Your ROI </li></ul><ul><li>Case Study </li></ul><ul><li>Q&A Discussion </li></ul>
  31. 31. Case Study: Global Chemicals Company <ul><li>Background and Challenges: </li></ul><ul><li>~$1 billion in revenue, Offices in Europe, US, and South America, 15,000 employees worldwide at 70+ sites </li></ul><ul><li>Spending millions of dollars in licensing & support to multiple technology vendors with multiple silos of information in Portals, SharePoint, eRoom, Documentum, Notes, Fileshares, and eMail, Instant Messaging </li></ul><ul><li>Concerns about connecting people, overwhelming amount of information, increasing storage, security, compliance and records management </li></ul><ul><li>Different service delivery processes on projects – each team acting like a different organization with not enough visibility into service quality or customer satisfaction </li></ul><ul><li>And they’re investigating Web 2.0 technology like Jive </li></ul>
  32. 32. Case Study <ul><li>Recommendations: </li></ul><ul><li>Develop an Information Management Strategy following a more economic mindset focused on maximizing ROI of the technology investments. </li></ul><ul><li>Create an IT Service around information workplace services : (email, web 2.0, collaboration, content, BPM, & RM). </li></ul><ul><li>Centralize silos of information to leverage economies of scale and technical IT technical talent. </li></ul><ul><li>Provide consulting to the business providing custom point solutions where needed and following a Six Sigma approach to streamline business processes. </li></ul><ul><li>Consolidate technology platforms where possible, reduce TCO, better leverage IT skills, and use proven technology that scales to your organizational needs. </li></ul>