About Sei Mani Sei Mani unlocks the value of social collaboration technologies using adoption practices that create high levels of participation. Our methodology is based on human behaviour and we design it based on the idea that changing the way people work is an addiction problem and should be treated as such.

1. March 2014
Managing the Digital Workplace
Session 4: Managing teams and communities and driving
adoption of participative media in organisations
Léon Benjamin

2. 3
Big Picture - Collaboration Landscape
Issues Old Economy New Economy
Markets Stable Dynamic
Scope of competition National Global
Organisational form Hierarchical Networked
Source of value Manufacturing core Services core
Key growth drivers Capital/Labour Human/social capital
Key tech drivers Mechanisation Digitisation
Tastes Stable Changing rapidly
Skills Job specific Broad/adaptable
Regulation Command & control Market tools, Flexible

3. 4
Big Picture - Collaboration Landscape
Quotes
• “The future of a company is less about the nature of its issues, and
more about its capacity to invent social structures able to solve them”
Jean Francois Noubel
• “We live in a moment of history where change is so speeded up that
we begin to see the present only when it is already disappearing.”
R. D. Laing
• Today, the org chart is hyperlinked, not hierarchical. Respect for
hands-on knowledge wins over respect for abstract authority.
Cluetrain Manifesto (circa 1999)

4. 5
Exercise 1 – The Network Leadership Game
What
• Planning game tool for community leaders, adoption practitioners
• Built on a world class mathematical simulator (Netsim)
• Based on the work of Ken Thompson and his theories on
bioteams as a model for organisational design
Purpose
• We use this tool to teach leaders on how to create and maintain
successful virtual communities
• To help community leaders understand the effort and reward of
leading communities
• “Managers get their power from the top, leaders get theirs from the
bottom”
Community Use Case
• I want to crowd source ideas for reducing our manufacturing
costs

5. 6
Game Dynamics

6. 7
Community Leader Activities
1. Members
• Major goal of leader is to create and sustain a critical mass of members
• Recruitment takes many forms – electronic (email, notifications), senior leader
support (verbal, written, call to actions) offline meetings, network effects,
promotion through employee comms channels
2. Leaders
• This activity is about recruiting leaders. Communities often need other leaders to
share the responsibility for maintaining a healthy community
• Leaders coach and train members (how to, solutions) and recruit new members
• Leaders define and maintain community purpose and outcomes
3. Community environment
• This activity is about the design of the community. What we call dressing up. It
includes
• Visual design, format, page structure
• Devising clear purpose definition. What‟s in it for me?
• Sourcing and organising content
4. Trust/Alignment to purpose
• Moderation – keeping it safe
• Maintaining relevancy
5. Execution
• Connecting people
• Publishing stats, show casing best practice
• Sourcing and sharing content from around the entire community/platform
• Teaching/coaching

7. January 2014
Exercise 2
Value proposition for new collaboration
service

8. WebEx Collaboration Service

9. Business Landscape
Business requirements
• Save £m on teleconferencing costs across 5,000 people
• Quantitative return on investment measured by use of
VOIP (free)
• Qualitative Increased productivity and engagement
measured by surveys
• Benefits take 1-2 years to be realised

10. 11
Your Mission
Write the email inviting the first 1,000 users
• Your WebEx accounts are ready to use
• These are „super connectors‟ – the best connected people in the company
• You are the executive sponsor of the project
• There‟s only one chance to get it right. High adoption/conversion results in faster
benefits realisation
Challenges and constraints
• The use of WebEx is voluntary and requires discretionary effort from employees
• There is a pre existing audio only conferencing system in use by over 5,000
people today with over 30,000 meetings taking place every month
• You need to convince people to switch to WebEx given that „old habits die
hard‟
• How can people be persuaded to use headsets and video?
• How to answer “what‟s in it for me?”
• People aren’t really interested if the company’s saving money
The Rules
• Use the information provided to write a short, persuasive email not more than
500 words
• You have 30 minutes
• Read out your email
• All students vote yes/no – I‟ve been persuaded
• Highest „yes‟ votes wins

11. 12
Tour of Virgin Media’s collaboration platform (if time)