The presentation was held at the International Competitive Intelligence Conference, March 28, 2012 in Bad Nauheim. It provides and insight into how Alcatel-Lucent set up its global CI Knowledge Community in the Web 2.0 world not only with dedicated CI professionals but also including non-CI personnel incl. sales and product R&D employees. Key topics - Learn about the key roles when establishing a global CI Community - What are the 5 steps you should take to get your CI community up and running - How to make your only community a success?

1. COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
Creating a global CI Knowledge Community
with non-CI personnel
Alexandra Nelles, Alcatel-Lucent
March 28, 2012

2. AGENDA
1. Why a CI-Community?
2. Defining the key roles
3. 5 Steps for building a community
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
2
4. Key takeaways

3. WHY A CI-COMMUNITY?
LEVERAGE THE KNOWLEDGE HIDDEN IN THE COMPANY
Engage
MARKETING TOOL
Reach a wider audience, break down silos, avoid duplication
COLLABORATION
Get Feedback from CI-Users, learn who they are & what
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
3
Engage
CI Community
SHARING AND BEST PRACTICE
Crowd sourcing, get insights from people in the field
Get Feedback from CI-Users, learn who they are & what
they need

4. JAKOB NIELSEN’S 90-9-1 RULE
1%
heavy
participation
What motivates people to participate?
• Expressing themselves
• Supporting others
• Listening & learning
• Sharing knowledge
• (Perceived) convenience
• Recognition
9%
light
participation
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
4
90%
lurkers
• Power
• The culture of the organization
Top-5 obstacles for not participating
• Motivating people to engage
• Getting people to come back
• Finding time to engage
• (Perceived) missing features
• (Middle) management buy-in

5. KEY COMMUNITY ROLES
EXECUTIVE
SPONSOR
Endorses, enables and empowers the community, internally and externally. Is
able to envision the value of the community over time to both the members as
well as the organization.
ADVOCATE(S)
Define the community vision, focus, strategy, and direction. Energizes the
collaboration process and provides continuous nourishment for the community.
Communicate a sense of passion and guide the community towards its goals.
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
5
MODERATOR OR
FACILITATOR*
Works directly with the champion and platform owner. Responds to the needs of
the community and promotes tools, recurring events, regular communications,
and Contributions.
KEY
CONTRIBUTORS
Selected subject matter experts that start disucssions, help answer questions and
assist the moderator to keep the community active. Are expected to be present
on community calls and at meetings and regularly contribute in threaded
discussions

6. FIVE STEPS FOR BUILDING A COMMUNITY
Identify the purpose and define the community
Find a sponsor and attract advocates
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
6
Launch the community and develop the practice
Facilitate, manage and moderate
Monitor, celebrate and persist

7. 1 - IDENTIFY THE PURPOSE AND DEFINE THE
COMMUNITY
What is the
goal of the
community?
Are there
overlaps with
existing
communities?
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
7
Is there an
existing team
that could be the
core of the new
community?
Is there an
existing
distribution list of
people interested
in the topic?

8. 2 - FIND A SPONSOR AND ATTRACT ADVOCATES
What makes a good Advocate?
• Knows the subject
• Is a good communicator
• Understands cultures and behaviors
• Has energy and authority
• Understand social networks and
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
8
• Understand social networks and
endorses enterprise 2.0 principles

9. 3 - LAUNCH THE COMMUNITY AND DEVELOP THE
PRACTICE
• Engage promotional messages
towards community members
• Recruit/invite the initial members
• Communicate about the
community
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
9
community
• Provide initial instructions and
contacts for getting help

10. 4 – FACILITATE, MANAGE AND MODERATE
Real
Information
Take a stand
Recognize
others
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
10
Continuous
Training
Self Author
Increase
content
relevance
and
searchability

11. 5 – MONITOR, CELEBRATE AND PERSIST
• Monitor and measure the
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
11
• Monitor and measure the
success of the community
• Recognize and celebrate
• Don’t give up!

12. HOW TO INCREASE THE “ACTIVE “
PARTICIPATION RATE?
As a community’s
knowledge base grows,
more members will join to
seek out that
knowledge…
The more members a
community has, the richer
the community’s
knowledge base
becomes…
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
12
The easier it is for
members to connect,
collaborate, and
contribute, the more
members you will get and
the richer the knowledge
base becomes…
As you connect content
to members and their
profiles, the more
members will connect
with each other and form
their own networks…

13. KEY TAKEAWAYS
• Get and stay in front of the
discussion
• Transparency works
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
13
• Transparency works
• Agile evolution
• Don’t expect people just to
“get it” because of Facebook
• Focus on behaviors not tools

14. COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
14