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The Social Intranet
Oscar Berg
Twitter: @oscarberg
●Management Consultant at Acando, Sweden
●Enterprise 2.0, Enterprise Collaboration and
Content Management
●Strategy, concept development,
requirements, architecture and change
management
●Blogging at www.thecontenteconomy.com
and www.aiimcommunities.org/e20/ (AIIM)
Trends & forces
Predictable
Static
Long-term planning
Unpredictable
Dynamic
Prepare for change
Before
Changes are happening faster and faster
Based on illustration by Dennis Bottjer, www.DennisBottjer.com
Now
Partners
People expect more from organizations
• Freedom of choice
• Transparency & influence
• Need-driven
Integrated systems
Accessible information
Cooperating organizations
Customers, Citizens
• Fast response
• Accessibility
• Simplicity
Customer Experience
Diminishing
returns
The returns on optimization efforts are diminishing
Efforts
Returnofinvestment
Focus is being shifted to value creation
Value creation
Collaboration
Learning
Innovation
Relationships
Optimization
Transactions
Automatization
Commodities
Outsourcing
Collaboration is required for value creation
Production Units
Suppliers
R&D
Sales&
Marketing
Distributors
Customers
Agents
Focus is on
the core
business
Knowledge work becomes increasingly strategic
Structure-based work
Processes, routines, controls, manuals…
Knowledge-based work
Research, problem-solving, relationships…
The only irreplaceable capital
an organization possesses is
the knowledge and ability of
its people. The productivity of
that capital depends on how
effectively people share their
competence with those who
can use it.
Andrew Carnegie, 1835-1919
“
”
0.30
0.25
0.20
0.15
0.10
0.05
0.00
0 30 60 90 ... Separation
distance in feet
Tom Allen, MIT, 1977
Probability to communicate once
per week
The further away we are, the less we communicate
How to collaborate?
How do I
share?
When is it my turn to
contribute?
Anything new?
Who knows what
I need to know?
Where do I find the
Information I need?
71% agree that it is easier to
locate "knowledge" on the
web than to find it within their
internal systems.
AIIM Industry Watch Collaboration and
Enterprise 2.0, 2009
“
”
Why are we so
powerful as
consumers
but so lame as
employees?
Geoffrey Moore,
TCG Advisors
“
”
What if you could read a dynamic magazine about
what’s happening at work?
Lesson learned
Embrace the new paradigm in
communications to improve
business performance and fuel
business innovation.
Why social software?
0% 10% 20% 30% 40% 50% 60% 70% 80%
Better use of shared knowledge
Increased collaboration
Faster communication
Increased agility/responsiveness
Reduced travel costs
Brokering - bringing together people and
expertise
Reduction of IT costs
Increased innovation and reduced Time-
to-Market
The average Intel employee dumps
one day a week trying to find people
with the experience & expertise plus
the relevant information to do their
job…Let me just say that it is
motivating us to take action.
Laurie Buczek
Enterprise Social Media Program Manager, Intel
“
”
This is the end of the intranet
as we know it
The majority
consumes
A few
produce
We are no longer just consumers…
Produce &
Consume
…since we both produce and consume
Value/
Frequency
Low
High
Who knows the
NPV function
in Excel?
What are
you working
on?
What’s our
travel policy?
How do I perform
this activity?
We have different kinds of information needs…
Information need
Information need
Cost to serve
…each of which is associated with a ”cost to
serve”
Value/
Frequency
Low
High
Predictable needs
Created by experts
Permanent nature
Dokumenterbar kunskap
Content serving information needs
Organizations naturally focus on the needs where
the value exceeds the cost…
Cost to serve
Low
High
Value
What’s our
travel policy?
How do I perform
this activity?
…and avoids to produce, or even eliminates,
content which can serve the remaining needs
Cost to serve
Low
High
Value
Content serving information needs
But now that the costs of communicating and
sharing have collapsed...
Low
High
Value
Cost to serve
Content serving information needs
Information
User-generated
content
Serve unanticipated needs
Content created by anyone
Transcient nature
Specialized knowledge
… employees can help each other out
Who knows the
NPV function
in Excel?
What are
you working
on?
Low
High
Value
Cost to serve
How do we avoid drowning in information?
It's not information overload. It's filter failure.
Clay Shirky
“ ”Illustration from The Economist
Information disseminates rapidly in social
networks…
…but social networks also make great filters
Social Graph
We need to make content social…
Document News Event Photo Presentation Graphic
Video Link Community Group Person Organization
Discussion Comment Micro-blog Feed Blog post Wiki
Profile Bookmark Meeting Location Application Device
…
…
…by interacting and talking about it…
Tag
Subscribe
Like
Micro-blog
…
…
Link to
Follow
Rate
comment
Bookmark
Share
…so that our collective social activities make
relevant content surface
Ocean of information
Likes
Bookmarks
Views
Tags
Kommentarer
We are stuck with bad practices
Document ping-pong
People try to collaborate by sending-replying e-mails with
different document versions back and forth.
Communication bottlenecks
Central editorial teams or
managers become
bottlenecks in employee-to-
employee communication.
Information hoarding
People collect, hoard and protect information as if it was
their own property and sharing it would make them less
powerful.
Occupational spamming
CC
People force other people with little or no interest
in a discussion or issue to participate, with no possibility
for them to opt out (occupational spam).
Some use cases
for a social intranet
Use cases intranets often fail to support
• Ask a group, a person, anyoneFind an answer
• Ad hoc , long term, project, department…Form a group
• With a person, a group, anyoneShare information
• Share, coordinate, get notifiedCoauthor content
• Name, role, location, responsibility, expertise…Find a person
• People, content, description, free access,
restricted accessFind a group
• Ask a question, publish file, get rating and
commentsCollect feedback
Example: Share information
Objective Share information with anyone who might
find it valuable
Current Practices • Email everybody
• Publish on the intranet
• Share on a file server or collaboration site
Problems • Emailing everybody not ok (occupational
spam)
• Editorial process for the intranet with limited
room for sharing unrelated information
• Lack of shared spaces (silos)
New Practices • Enterprise micro-blogging
• Blogging with blog portal
• Social bookmarking with bookmarks portal
• Enterprise wiki
Since we operate in silos…
My Team
?
?
?
?
What is going
on? Who is
doing what?…
…we are forced to become detectives…
My Team
Oops!
No access
What’s new
here?
What are
you up to?
…or we choose to focus on our own objectives
My Team
Rework
Suboptimization
Group think
Idea scarcity Knowledge
lockin
Bad decisions
Now, if we get everybody talking and sharing…
…we can get on top of things
Monitoring
Dashboard
Community
blog Project
blog
Project
blog External
blog
Who is
expert at
Excel?
If we can go from searching for officially appointed
experts…
…and instead find ways to get our questions
answered , problems would be solved faster
I have some samples
and a tutorial
Check out the blog
excelcharts.com
Look at the
Microsoft web site
How do I
make great
diagrams in
Excel?
If we just have accessible platforms for open and
scalable collaboration…
Read
Comment
Read
Team
Here’s my
feedback
Aha, good to
know!
…we can avoid document sharing chaos and email
lockin…
??
Stakeholder
Team
Stakeholder
Social features
Social features
Forums
Expertise
Location
Micro-
blogging
Profiles
Groups Social
Bookmarking
Wiki Blogging
Sociala
Networking
Activity
Streams
Tagging Podcasts
Webcasts
Q
A
Questions &
Answers
Sharing Idea Market Social SearcCommunities
… …
People Search Likes Social
Analytics
Web
Analytics
We will look at these basic social features
Forums
Expertise
Location
Micro-
blogging
Profiles
Groups Social
Bookmarking
Wiki Blogging
Sociala
Networking
Activity
Streams
Tagging Podcasts
Webcasts
Q
A
Questions &
Answers
Sharing Idea Market Social SearcCommunities
… …
People Search Likes Social
Analytics
Web
Analytics
Profiles
Describes your identity, expertise, network,
communities, activities, status…
Blogs
Your own platform for sharing information, ideas,
knowledge, opinions…
Activity Streams
Help you creates the workspace awareness
needed for targeted sharing and collaboration
Tags
Allows you to organize information and find it
based on users’ vocabulary
DEMO
SHAREPOINT 2010
Scenario walkthrough:
Enriching corporate content and
making information flow with
user-generated in SharePoint 2010
News Portal
News Portal Blog Portal
News Story Blog
1. Read news story
1
News Story
Blog Portal
Blog
2
1. Read news story
2. Write a blog post about it
News Portal
News Story
3
Blog Portal
Blog
1. Read news story
2. Write a blog post about it
3. The blog post appears on
the news story page
News Portal
News Story
News Story – Blogged about this news story
Blog Portal
Blog
1. Read news story
2. Write a blog post about it
3. The blog post appears on
the news story page
4. The blog post appears
among most recent blog
posts on the Blog Portal
4
News Portal
News Story
Blog Portal – Recently published blog posts
Blog Portal
Blog
1. Read news story
2. Write a blog post about it
3. The blog post appears on
the news story page
4. The blog post appears
among most recent blog
posts on the Blog Portal
5. The blog post appears in
the most blogged about
news stories on the
Blog Portal
6. The news story also
appears in the most
blogged about news
stories the Blog Portal
5
News Portal
News Story
6
Blog Portal – Most blogged about news stories
Demo summary
●Corporate content is enriched by explicit and implicit social
user activities and can automatically flow to new contexts
●Popular content is allowed to surface in social spaces such as
a Blog Portal where users can explore content which currently
is subject to lot of social activities
●By capturing user activities, allowing syndication of content,
and encouraging users to build their social graphs allows
relevant content to be filtered out and appear in their activity
feeds, for example on their profile pages.
Social principles
Enable anyone to…
…participate
…contribute
…help out…be recognized
…reach out to anyone
…connect
Don’t put lipstick on a pig
”We have added the possibility to activate commenting
for corporate news”
Key principles for a social intranet
Freeform
Let the purpose and context
decide the format and structure.
Key principles for a social intranet
Freeform
Usability
The application is an obstacle
between the user and the goal.
Key principles for a social intranet
Freeform
Usability
Openness
Make sure that anyone who can
and want to participate can do so.
Key principles for a social intranet
Openness
No, what?
Have you
heard?
Dialog
Freeform
Usability
Sharing knowledge requires
understanding.
Understanding requires a dialog.
Key principles for a social intranet
Dialog
Transparency
Openness
Freeform
Usability
If you don’t know everything there
is to know, how can you make the
right decision?
Key principles for a social intranet
Transparency
Recognition
Good work!
Dialog
Openness
Freeform
Usability
Recognition is the primary driver
for sharing. Period.
Creating social spaces
The Water
Cooler 2.0
The Bulletin
Board 2.0
The Whiteboard 2.0
The Knowledge
Base 2.0
The Address
Book 2.0
New solutions to old problems
The Meeting 2.0 The Suggestion
Box 2.0
Networking 2.0
The Water Cooler 2.0
The Address Book 2.0
http://www.steptwo.com.au/papers/kmc_socialstaffdirectories/index.html
The Suggestion Box 2.0
Facilitating change and adoption
90% is people, 10% is technology
The technology is the easy part - changing our own
current practices, behaviors (habits) and values is
the really hard part.
VALUE
EFFORT
Me
My colleagues
Our organization
Scope the
change
Ease of
learning
Ease of
use
Minimise
Maximize
Communicate a clear vision that top management
has committed to
“Know thyself”
Culture “Me” “Us & Them” “We”
Practices
Documen-
tation
Communi-
cation
Technology
Free (or no)
choice
Portfolio of
tools
Platform
Governance
Ignorance or
blocking
Policies &
guidelines
Culture of
discipline
Reactive Managed Proactive
Conversation
Fix the root causes (motivation)
I don’t have
time!
I don’t want to!
Do some gardening (governance)
Plant seeds
Sort out the weeds
Do some watering
Arrange the plants
Frågor?
Will the real knowledge worker
please stand up?
Thanks - Rock on!
Photo and image credits
●http://www.sxc.hu/browse.phtml?f=download&id=1171398
●http://www.iconarchive.com/show/office-icons-by-custom-icon-
design/calendar-icon.html
●http://www.steptwo.com.au/papers/kmc_socialstaffdirectories/index.html
●http://www.sxc.hu/browse.phtml?f=download&id=1113494
●http://www.economist.com/printedition/index.cfm?d=20100227
●http://www.flickr.com/photos/longo/2748338269/sizes/o/in/photostream/
●http://www.slideshare.net/leapfactor/leap-factor-executive-presentation
●http://www.flickr.com/photos/thelastminute/1972425722/sizes/l/in/photostre
am/
●fc67.deviantart.com/fs40/i/2009/017/e/a/mosh_by_sean_tron.jpg

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The Social Intranet

  • 2. Oscar Berg Twitter: @oscarberg ●Management Consultant at Acando, Sweden ●Enterprise 2.0, Enterprise Collaboration and Content Management ●Strategy, concept development, requirements, architecture and change management ●Blogging at www.thecontenteconomy.com and www.aiimcommunities.org/e20/ (AIIM)
  • 4. Predictable Static Long-term planning Unpredictable Dynamic Prepare for change Before Changes are happening faster and faster Based on illustration by Dennis Bottjer, www.DennisBottjer.com Now
  • 5. Partners People expect more from organizations • Freedom of choice • Transparency & influence • Need-driven Integrated systems Accessible information Cooperating organizations Customers, Citizens • Fast response • Accessibility • Simplicity Customer Experience
  • 6. Diminishing returns The returns on optimization efforts are diminishing Efforts Returnofinvestment
  • 7. Focus is being shifted to value creation Value creation Collaboration Learning Innovation Relationships Optimization Transactions Automatization Commodities Outsourcing
  • 8. Collaboration is required for value creation Production Units Suppliers R&D Sales& Marketing Distributors Customers Agents Focus is on the core business
  • 9. Knowledge work becomes increasingly strategic Structure-based work Processes, routines, controls, manuals… Knowledge-based work Research, problem-solving, relationships…
  • 10. The only irreplaceable capital an organization possesses is the knowledge and ability of its people. The productivity of that capital depends on how effectively people share their competence with those who can use it. Andrew Carnegie, 1835-1919 “ ”
  • 11.
  • 12. 0.30 0.25 0.20 0.15 0.10 0.05 0.00 0 30 60 90 ... Separation distance in feet Tom Allen, MIT, 1977 Probability to communicate once per week The further away we are, the less we communicate
  • 13. How to collaborate? How do I share? When is it my turn to contribute? Anything new? Who knows what I need to know? Where do I find the Information I need?
  • 14. 71% agree that it is easier to locate "knowledge" on the web than to find it within their internal systems. AIIM Industry Watch Collaboration and Enterprise 2.0, 2009 “ ”
  • 15. Why are we so powerful as consumers but so lame as employees? Geoffrey Moore, TCG Advisors “ ”
  • 16. What if you could read a dynamic magazine about what’s happening at work?
  • 17. Lesson learned Embrace the new paradigm in communications to improve business performance and fuel business innovation.
  • 18. Why social software? 0% 10% 20% 30% 40% 50% 60% 70% 80% Better use of shared knowledge Increased collaboration Faster communication Increased agility/responsiveness Reduced travel costs Brokering - bringing together people and expertise Reduction of IT costs Increased innovation and reduced Time- to-Market
  • 19. The average Intel employee dumps one day a week trying to find people with the experience & expertise plus the relevant information to do their job…Let me just say that it is motivating us to take action. Laurie Buczek Enterprise Social Media Program Manager, Intel “ ”
  • 20. This is the end of the intranet as we know it
  • 21. The majority consumes A few produce We are no longer just consumers…
  • 22. Produce & Consume …since we both produce and consume
  • 23. Value/ Frequency Low High Who knows the NPV function in Excel? What are you working on? What’s our travel policy? How do I perform this activity? We have different kinds of information needs… Information need
  • 24. Information need Cost to serve …each of which is associated with a ”cost to serve” Value/ Frequency Low High
  • 25. Predictable needs Created by experts Permanent nature Dokumenterbar kunskap Content serving information needs Organizations naturally focus on the needs where the value exceeds the cost… Cost to serve Low High Value What’s our travel policy? How do I perform this activity?
  • 26. …and avoids to produce, or even eliminates, content which can serve the remaining needs Cost to serve Low High Value Content serving information needs
  • 27. But now that the costs of communicating and sharing have collapsed... Low High Value Cost to serve Content serving information needs
  • 28. Information User-generated content Serve unanticipated needs Content created by anyone Transcient nature Specialized knowledge … employees can help each other out Who knows the NPV function in Excel? What are you working on? Low High Value Cost to serve
  • 29. How do we avoid drowning in information?
  • 30. It's not information overload. It's filter failure. Clay Shirky “ ”Illustration from The Economist
  • 31. Information disseminates rapidly in social networks…
  • 32. …but social networks also make great filters Social Graph
  • 33. We need to make content social… Document News Event Photo Presentation Graphic Video Link Community Group Person Organization Discussion Comment Micro-blog Feed Blog post Wiki Profile Bookmark Meeting Location Application Device … …
  • 34. …by interacting and talking about it… Tag Subscribe Like Micro-blog … … Link to Follow Rate comment Bookmark Share
  • 35. …so that our collective social activities make relevant content surface Ocean of information Likes Bookmarks Views Tags Kommentarer
  • 36. We are stuck with bad practices
  • 37. Document ping-pong People try to collaborate by sending-replying e-mails with different document versions back and forth.
  • 38. Communication bottlenecks Central editorial teams or managers become bottlenecks in employee-to- employee communication.
  • 39. Information hoarding People collect, hoard and protect information as if it was their own property and sharing it would make them less powerful.
  • 40. Occupational spamming CC People force other people with little or no interest in a discussion or issue to participate, with no possibility for them to opt out (occupational spam).
  • 41. Some use cases for a social intranet
  • 42. Use cases intranets often fail to support • Ask a group, a person, anyoneFind an answer • Ad hoc , long term, project, department…Form a group • With a person, a group, anyoneShare information • Share, coordinate, get notifiedCoauthor content • Name, role, location, responsibility, expertise…Find a person • People, content, description, free access, restricted accessFind a group • Ask a question, publish file, get rating and commentsCollect feedback
  • 43. Example: Share information Objective Share information with anyone who might find it valuable Current Practices • Email everybody • Publish on the intranet • Share on a file server or collaboration site Problems • Emailing everybody not ok (occupational spam) • Editorial process for the intranet with limited room for sharing unrelated information • Lack of shared spaces (silos) New Practices • Enterprise micro-blogging • Blogging with blog portal • Social bookmarking with bookmarks portal • Enterprise wiki
  • 44. Since we operate in silos… My Team ? ? ? ? What is going on? Who is doing what?…
  • 45. …we are forced to become detectives… My Team Oops! No access What’s new here? What are you up to?
  • 46. …or we choose to focus on our own objectives My Team Rework Suboptimization Group think Idea scarcity Knowledge lockin Bad decisions
  • 47. Now, if we get everybody talking and sharing…
  • 48. …we can get on top of things Monitoring Dashboard Community blog Project blog Project blog External blog
  • 49. Who is expert at Excel? If we can go from searching for officially appointed experts…
  • 50. …and instead find ways to get our questions answered , problems would be solved faster I have some samples and a tutorial Check out the blog excelcharts.com Look at the Microsoft web site How do I make great diagrams in Excel?
  • 51. If we just have accessible platforms for open and scalable collaboration… Read Comment Read Team Here’s my feedback Aha, good to know!
  • 52. …we can avoid document sharing chaos and email lockin… ?? Stakeholder Team Stakeholder
  • 54. Social features Forums Expertise Location Micro- blogging Profiles Groups Social Bookmarking Wiki Blogging Sociala Networking Activity Streams Tagging Podcasts Webcasts Q A Questions & Answers Sharing Idea Market Social SearcCommunities … … People Search Likes Social Analytics Web Analytics
  • 55. We will look at these basic social features Forums Expertise Location Micro- blogging Profiles Groups Social Bookmarking Wiki Blogging Sociala Networking Activity Streams Tagging Podcasts Webcasts Q A Questions & Answers Sharing Idea Market Social SearcCommunities … … People Search Likes Social Analytics Web Analytics
  • 56. Profiles Describes your identity, expertise, network, communities, activities, status…
  • 57. Blogs Your own platform for sharing information, ideas, knowledge, opinions…
  • 58. Activity Streams Help you creates the workspace awareness needed for targeted sharing and collaboration
  • 59. Tags Allows you to organize information and find it based on users’ vocabulary
  • 61. Scenario walkthrough: Enriching corporate content and making information flow with user-generated in SharePoint 2010
  • 63. News Portal Blog Portal News Story Blog 1. Read news story 1
  • 65. Blog Portal Blog 2 1. Read news story 2. Write a blog post about it News Portal News Story
  • 66. 3 Blog Portal Blog 1. Read news story 2. Write a blog post about it 3. The blog post appears on the news story page News Portal News Story
  • 67. News Story – Blogged about this news story
  • 68. Blog Portal Blog 1. Read news story 2. Write a blog post about it 3. The blog post appears on the news story page 4. The blog post appears among most recent blog posts on the Blog Portal 4 News Portal News Story
  • 69. Blog Portal – Recently published blog posts
  • 70. Blog Portal Blog 1. Read news story 2. Write a blog post about it 3. The blog post appears on the news story page 4. The blog post appears among most recent blog posts on the Blog Portal 5. The blog post appears in the most blogged about news stories on the Blog Portal 6. The news story also appears in the most blogged about news stories the Blog Portal 5 News Portal News Story 6
  • 71. Blog Portal – Most blogged about news stories
  • 72. Demo summary ●Corporate content is enriched by explicit and implicit social user activities and can automatically flow to new contexts ●Popular content is allowed to surface in social spaces such as a Blog Portal where users can explore content which currently is subject to lot of social activities ●By capturing user activities, allowing syndication of content, and encouraging users to build their social graphs allows relevant content to be filtered out and appear in their activity feeds, for example on their profile pages.
  • 74. Enable anyone to… …participate …contribute …help out…be recognized …reach out to anyone …connect
  • 75. Don’t put lipstick on a pig ”We have added the possibility to activate commenting for corporate news”
  • 76. Key principles for a social intranet Freeform Let the purpose and context decide the format and structure.
  • 77. Key principles for a social intranet Freeform Usability The application is an obstacle between the user and the goal.
  • 78. Key principles for a social intranet Freeform Usability Openness Make sure that anyone who can and want to participate can do so.
  • 79. Key principles for a social intranet Openness No, what? Have you heard? Dialog Freeform Usability Sharing knowledge requires understanding. Understanding requires a dialog.
  • 80. Key principles for a social intranet Dialog Transparency Openness Freeform Usability If you don’t know everything there is to know, how can you make the right decision?
  • 81. Key principles for a social intranet Transparency Recognition Good work! Dialog Openness Freeform Usability Recognition is the primary driver for sharing. Period.
  • 83. The Water Cooler 2.0 The Bulletin Board 2.0 The Whiteboard 2.0 The Knowledge Base 2.0 The Address Book 2.0 New solutions to old problems The Meeting 2.0 The Suggestion Box 2.0 Networking 2.0
  • 85. The Address Book 2.0 http://www.steptwo.com.au/papers/kmc_socialstaffdirectories/index.html
  • 88. 90% is people, 10% is technology The technology is the easy part - changing our own current practices, behaviors (habits) and values is the really hard part.
  • 89. VALUE EFFORT Me My colleagues Our organization Scope the change Ease of learning Ease of use Minimise Maximize
  • 90. Communicate a clear vision that top management has committed to
  • 91. “Know thyself” Culture “Me” “Us & Them” “We” Practices Documen- tation Communi- cation Technology Free (or no) choice Portfolio of tools Platform Governance Ignorance or blocking Policies & guidelines Culture of discipline Reactive Managed Proactive Conversation
  • 92. Fix the root causes (motivation) I don’t have time! I don’t want to!
  • 93. Do some gardening (governance) Plant seeds Sort out the weeds Do some watering Arrange the plants
  • 94. Frågor? Will the real knowledge worker please stand up?
  • 96. Photo and image credits ●http://www.sxc.hu/browse.phtml?f=download&id=1171398 ●http://www.iconarchive.com/show/office-icons-by-custom-icon- design/calendar-icon.html ●http://www.steptwo.com.au/papers/kmc_socialstaffdirectories/index.html ●http://www.sxc.hu/browse.phtml?f=download&id=1113494 ●http://www.economist.com/printedition/index.cfm?d=20100227 ●http://www.flickr.com/photos/longo/2748338269/sizes/o/in/photostream/ ●http://www.slideshare.net/leapfactor/leap-factor-executive-presentation ●http://www.flickr.com/photos/thelastminute/1972425722/sizes/l/in/photostre am/ ●fc67.deviantart.com/fs40/i/2009/017/e/a/mosh_by_sean_tron.jpg