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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