Management 2.0 : HEC – CESA MGA –
CESA MGA
Management 2.0 : manage collaboration inside enterprise
HEC Jouy en Josas
Anthony Poncier
IDRH
© IDRH HEC – CESA MGA - 01/23/10

Management 2.0 : HEC – CESA MGA –
web 2.0 and enterprise
© IDRH HEC – CESA MGA - 2

Management 2.0 : HEC – CESA MGA –
Web 2.0 is a social eco-system based on tools and usages
© IDRH HEC – CESA MGA - 3

Management 2.0 : HEC – CESA MGA –
Web 2.0 has triggered enterprise 2.0 organization
Dynamics:
- Collaboration,
- Communities,
- Openess and sharing,
- Crossing and ascending
© IDRH HEC – CESA MGA - 4

Management 2.0 : HEC – CESA MGA –
Social medias: branding and e-reputation
© IDRH HEC – CESA MGA - 5

Management 2.0 : HEC – CESA MGA –
Why enterprises use social media
Source benchmark group october 2009
© IDRH HEC – CESA MGA - 6

Management 2.0 : HEC – CESA MGA –
Web 2.0 : Talk to your client
© IDRH HEC – CESA MGA - 7

Management 2.0 : HEC – CESA MGA –
Build a community or a social network with your stake holders
NING
© IDRH HEC – CESA MGA - 8

Management 2.0 : HEC – CESA MGA –
Recruit with social network
© IDRH HEC – CESA MGA - 9

Management 2.0 : HEC – CESA MGA –
Communicate and change your brand image
© IDRH HEC – CESA MGA - 10

Management 2.0 : HEC – CESA MGA –
Watch your brand
© IDRH HEC – CESA MGA - 11

Management 2.0 : HEC – CESA MGA –
Why collaboration inside enterprise ?
© IDRH HEC – CESA MGA - 12

Management 2.0 : HEC – CESA MGA –
Increase business performance
« Contribution of the management in XXth
century : 50 fold increase in the productivity of
the manual worker in the manufacturing
The most important contribution
management needs to make the XXIst
century ? Increase identicaly the productivity
of knowledge worker. »
Peter Drucker
(Management Challenges of the XXIst century)
“If HP knew what HP knows, we would three time more profitable”
Lew Platt – Former CEO of HP
© IDRH HEC – CESA MGA - 13

Management 2.0 : HEC – CESA MGA –
Managers spend 2h/day
searching information
50 % of the information
found have no value
59% see no internal
information that are
useful
53% say they have no value
36% say there is too much,
making it difficult to find
the right information
From @ceciiil / Accenture : Survey 1000 middle managers US/UK – Jan 2007
© IDRH HEC – CESA MGA -

Management 2.0 : HEC – CESA MGA –
Baby-Boomers X Generation
(1965/1977)
The generational fact
(1946/1964)
Y Generation
(1978/2000)
Baby-boomers’culture in enterprise :
• Hierarchy, procedures, automation of
tasks
X generation’s culture in enterprise :
• Process, competencies,
pluridisciplinary teams
Y generation’s culture in enterprise :
• Collaboration, network, community
Technology
Boomers are retiring : Transfer of
skills
Organisation
Gen Y will be the more numerous:
New management way
© IDRH HEC – CESA MGA - 15

Management 2.0 : HEC – CESA MGA –
The benefits of increasing collaboration
 Corporate transformation into a collaborative organization contributes to corporate goals : perform
better and at lower cost strategy and processes established by the organization
New products and
services,
Worker efficiancy Increased
profitability,
Complex problems
solved by Higher quality
collaboration work,
Knowledge Higher project
retention, Improved process
efficiency,
strengthening of Higher customer
weak ties / satisfaction,
knowledge sharing,
collective Employee
Open KM
intelligence, retention
Social innovation
networking,
Emergent
collaboration
Inspired by Dion Hinchcliffe
© IDRH HEC – CESA MGA - 16

Management 2.0 : HEC – CESA MGA –
Earnings for employees
Personal Learning techniques Profits Saving time
Appetite for risk increased
Information sharing and
with the support of the
collaboration
community
Problems solved Reducing isolation
Development of Sense of belonging and moral
knowledge support
Development of new Increased innovation and
networks of influence creativity
Worker efficiancy Reducing the costs of
duplication or repeated errors
© IDRH HEC – CESA MGA - 17

Management 2.0 : HEC – CESA MGA –
Grow the collaboration spirit
© IDRH HEC – CESA MGA -

Management 2.0 : HEC – CESA MGA –
Are you ready for collaboration
© IDRH HEC – CESA MGA - 19

Management 2.0 : HEC – CESA MGA –
TO WORK COLLABORATIVELY, WE NEED TO
CHANGE CULTURES
© IDRH HEC – CESA MGA - 20

Management 2.0 : HEC – CESA MGA –
The establishment of collaborative work faces 4 challenges
• Communicate to employees the value the
Organizational organization places on sharing
Community • Create real value for members
• Establish a system that facilitates the
Technical exchange of information and reflection
• Open to new ideas and maintain its
Personal commitment to develop the practice of his
community
© IDRH HEC – CESA MGA - 21

Management 2.0 : HEC – CESA MGA –
People before SI
© IDRH HEC – CESA MGA -

Management 2.0 : HEC – CESA MGA –
The legacy of the twentieth century managerial opposed to collaboration
Hierarchical Functionnal Disconnected
Barriers Barriers islands
Source: Martin Roulleaux-Dugage : Gérer la confiance
© IDRH HEC – CESA MGA - 23

Management 2.0 : HEC – CESA MGA –
Many obstacles exist with regard to collaboration
Obstacles
Behavioral Organizational Managerial Technicals
Lack of management
Unconscious Hierarchical structure Security risk
involvement
Complexity of
Tech-adverse Lack of formation
implementation
Hostility to new forms of
No cross-communication
organization
Hardly measurable ROI
Management focuses on the
Source: Entreprise 2.0 Management et collaboration à l’ère individual and not the group
de l’entreprise dynamique
© IDRH HEC – CESA MGA - 24

Management 2.0 : HEC – CESA MGA –
Create new reflexes in the organization
Individuals Groups
• Giving before receiving • Networks
• Go beyond the contract • Communities
• Experiment • Collaboration
© IDRH HEC – CESA MGA - 25

Management 2.0 : HEC – CESA MGA –
Succeed in collaboration
Success factors Seekers Contributors
Awareness How to find the right How to introduce myself ?
person ?
Connection Does this person will help How best sharing my
me ? expertise ?
Motivation Do I want to work with this Do I want to collaborate
person? with this person?
Needs Do I have the tools to collaborate effectively?
Process Do I know how to collaborate ?
Based on a slide by IBM
© IDRH HEC – CESA MGA - 26

Management 2.0 : HEC – CESA MGA –
Enable collaboration
To be willing to cooperate
To learn to cooperate
To be able to cooperate
Establish a Collaborative Benefit from
culture that management technical,
promotes to train and human and
collaborative develop the financial
organization resources to
to implement sustain this
this culture culture
© IDRH HEC – CESA MGA - 27

Management 2.0 : HEC – CESA MGA –
Management 2.0
Creative
Long tail
• Active listening commons • Training our staff • I am the sum of
• Trust • Let them self- individuals
• Respect the • Integrate atypical
• Bi-lateral appraisal authorship of an forming profiles • Monitor
achievement • Recruit a potential, performance, not
• Enable them to be people
not an experience
• Allow the author to atypical
defend it
Community Wisdom of
Beta
Management crowd
Inspired by Sandrine Szabo in Paris 2.0
© IDRH HEC – CESA MGA - 28

Management 2.0 : HEC – CESA MGA –
Create collective intelligence
Source: Olivier Zara : Management de l’intelligence collective
© IDRH HEC – CESA MGA - 29

Management 2.0 : HEC – CESA MGA –
Making choices based on impact and urgency
Strong
impact
Collegiate Collective
Important/
Urgent
Complex
Individual Collegiate
Weak impact
Source: Olivier Zara : Management de l’intelligence collective
© IDRH HEC – CESA MGA - 30

Management 2.0 : HEC – CESA MGA –
What about COLLABORATIVE TOOLS?
© IDRH HEC – CESA MGA - 31

Management 2.0 : HEC – CESA MGA –
Changing the culture of the organization
From PC to online From mail to share
Change management
© IDRH HEC – CESA MGA - 32

Management 2.0 : HEC – CESA MGA –
Maturation of enterprises for collaborative technologies
Technologies=culture
• Individual work
Mail • Shared spaces
• Closed personal • Group input • Individual
space • Connection publishing
between closed
personal spaces
Desktop Groupware
Blog
• Shared spaces • Open space
• Group editing • Open space • Group editing
• Collective • Individual • Find experts
ownership publishing
Social
Wiki
networking
Inspired: Nathan Wallace, http://www.e-gineer.com
© IDRH HEC – CESA MGA -

Management 2.0 : HEC – CESA MGA –
Collaborative tools to support a global and dynamic partitioning off
Contribute to
Make a Connecting the project
maximum Become a
collaborators « at their own
contribution driving force
in the pace »
of actors
(desynchroniz dynamics of
ation) project
Facilitate Develop its
access and expertise and
sharing of its own
information network
Meet the needs of employees The commitment of each
© IDRH HEC – CESA MGA -

Management 2.0 : HEC – CESA MGA –
CONCLUSION
© IDRH HEC – CESA MGA - 35

Management 2.0 : HEC – CESA MGA –
Incontournables laws of collaboration
 Collaborative work in a company is based on a vision to make sense
 Collaboration is based on voluntary and can not be an obligation
 We share our knowledge when we know that our work is recognized and
appreciated by others
 The added value of collaboration must be demonstrated quickly
 It’s not just about exchange, but having the right information at right time
 Business networks (formal and informal) are one of the main responses to
the collaboration. It is not just finding the right document, but also find the
expert who will answer
 Tools (wiki, blog, forum, rss) each have a role, but it is their practices which
are crucial
© IDRH HEC – CESA MGA -

Management 2.0 : HEC – CESA MGA –
Don’t be afraid
© IDRH HEC – CESA MGA - 37

Management 2.0 : HEC – CESA MGA –
News Briefing
© IDRH HEC – CESA MGA - 38

Management 2.0 : HEC – CESA MGA –
Thank you!
Blog : http://poncier.org/blog,
Anthony Poncier on
Twitter, FB, Linkedin…
© IDRH HEC – CESA MGA - 39