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Lugano - 11, Dec. 2007
     SA 2007-2008




                   Wikibility                                       of
                                                Innovation Oriented
                                                     Workplaces

                                                                     The CERN Case



            USI        MSc in Communication and Economics Major in Corporate Communication
                       ©2007 Thesis by Vincenzo Cammarata
University of Lugano
Wikibility of Innovation Oriented Workplaces
                                 The CERN Case


                          1      The topic | The Research Question | The Model | Insights | The CERN Case

                                                  Web 2.0 Workplaces Philosophy Organizational Culture
Tags & Key Words
                                                       Tim Berners-Lee Cooperation Collaboration Social Networking

                                                                                                                       1
                                                   Enterprise 2.0 Knowledge Base UGC Conversational
                                                                                                                      15
                                                 Knowledge Management Corporate Wiki Andrew McAfee Blog

                                                Sharing Tom Davenport Wikinomics Net Generation Innovation
                                                   Social Networking Brainstorming Notes Competitive Advantages

                                              Openness Long Tail Wikibility Starfish & Spider Peering Effectiveness
                                                   Virtual Workplaces Dimension Environment Resistance
                                                  Flexibility Coaching Community of Practice Quickness “Beta-mode”

                                              Wiki Potential Creativity Idea Spaces Innovation Enablers
                                                    Cultural Key Driver Trust Cockpit Cobwebs WIOWA Audit Tool

                                                                   CERN Case Wiki Approach


                      USI        MSc in Communication and Economics Major in Corporate Communication
                                 ©2007 Thesis by Vincenzo Cammarata
          University of Lugano
Wikibility of Innovation Oriented Workplaces
                                      The CERN Case


                               1      The topic | The Research Question | The Model | Insights | The CERN Case


The “2.0” Shifting
                                                                                                                  2
                                                                                                                 15
                                      1.0                                             2.0
                                      Web Page to browse                              User Contribution (UGC)



“   From “nouns”…                     Knowledge Management                            Conversational KM

     …to “verbs”
                        ”             Cooperation                                     Collaboration

        Ross Mayfield
                                      Workgroup Platforms                             Wiki, Blog, RSS…
           Socialtext CEO




                           USI        MSc in Communication and Economics Major in Corporate Communication
                                      ©2007 Thesis by Vincenzo Cammarata
               University of Lugano
Wikibility of Innovation Oriented Workplaces
                                  The CERN Case


                          2                     The Research Question | The Model | Insights | The CERN Case
                                  The topic |




                                   “
Inside the Debate                         Enterprise 2.0 change
                                                          Organizational Culture?                                             3
                                                                                                         ”                   15

                                                                        E2.0 won't transform
                                                                            organizations


                                                                    E2.0 will change
                                                                    the way to work

                                 Andrew McAfee (personal blog)
                                                                                         Tom Davenport (HBR on-line)
                                           Harvard Business School
                                                                                                   Babson College
                                           Associate Professor
                                                                                                   President’s Chair in IT
                                           of Business Administration
                                                                                                   and Management




                      USI         MSc in Communication and Economics Major in Corporate Communication
                                  ©2007 Thesis by Vincenzo Cammarata
          University of Lugano
Wikibility of Innovation Oriented Workplaces
                       The CERN Case


                2                    The Research Question | The Model | Insights | The CERN Case
                       The topic |




                                      Wikibility
                            On
                                                                                                     4
                                                                                                    15
                       > Which are the cultural                      key drivers that
                            make Wikible* an innovation oriented organization?


                                           audit this Wikibility?
                       > How to


                            * a workplace where Wiki (E2.0) really works in an effective way.



            USI        MSc in Communication and Economics Major in Corporate Communication
                       ©2007 Thesis by Vincenzo Cammarata
University of Lugano
Wikibility of Innovation Oriented Workplaces
                                 The CERN Case


                          3                                            The Model | Insights | The CERN Case
                                 The topic | The Research Question |




Focus on Organizational               Culture
                                                                                                                         5
                                                                                                                        15
                                                                        Org. Culture




                                                                                              Innovation
                                             Wiki
                                                                                              (Competitive Advantage)
                                            (Enterprise 2.0)




                      USI        MSc in Communication and Economics Major in Corporate Communication
                                 ©2007 Thesis by Vincenzo Cammarata
          University of Lugano
Wikibility of Innovation Oriented Workplaces
                                      The CERN Case


                               4                                                        Insights | The CERN Case
                                      The topic | The Research Question | The Model |




               Cultural Key Drivers 1/2
Identifying
                                                                                                                                     6
                                                                                                                                    15

           Wiki improves…                                                                            Innovation needs…

                                                              quickness
                                                                                                    decision making agility
                                                               flexibility
                       teaming
                                                                sharing
                                                                                                    collaboration
               time allocation
                                                            collaboration
                                                                                                    flexibility on process design
              decision making                             social networking

                                                                                                    openness to ideas
                                                                peering
         resource allocation
                                                               openness
                                                                                                    support to people
              communication
                                                                 trust




                           USI        MSc in Communication and Economics Major in Corporate Communication
                                      ©2007 Thesis by Vincenzo Cammarata
               University of Lugano
Wikibility of Innovation Oriented Workplaces
                                     The CERN Case


                              4                                                            Insights | The CERN Case
                                     The topic | The Research Question | The Model |




              Cultural Key Drivers 2/2
Identifying
                                                                          Org. Culture                                                 7
                                                                                                                                      15

                                                                                            quickness




                                                                             Key drivers
                                                                                            flexibility
                                                                                            sharing
                                                                                            collaboration
                                                                                            social networking
                                                                                            peering
                                                                                            openness
                                                                                            trust

                                                                                                            Innovation
                                                 Wiki
                                                                                                            (Competitive Advantage)
                                               (Enterprise 2.0)




                          USI        MSc in Communication and Economics Major in Corporate Communication
                                     ©2007 Thesis by Vincenzo Cammarata
              University of Lugano
Wikibility of Innovation Oriented Workplaces
                                 The CERN Case


                          4                                                        Insights | The CERN Case
                                 The topic | The Research Question | The Model |




How to audit Wikibility?
                                                                                                               8
                                 > Formulating a survey that considers                                        15

                                     Virtual Workplace Dimensions.
                                      a. Support to effectiveness

                                      b. Organizational services

                                      c. Knowledge and collaborative support

                                      d. Communication and socialization




                      USI        MSc in Communication and Economics Major in Corporate Communication
                                 ©2007 Thesis by Vincenzo Cammarata
          University of Lugano
Wikibility of Innovation Oriented Workplaces
                                  The CERN Case


                           4                                                        Insights | The CERN Case
                                  The topic | The Research Question | The Model |




How to audit Wikibility?
                                                                                                                                  9
                                                                                                                                 15

         Wiki improves…                                                                          Innovation needs…
                                                           quickness

                                                            flexibility
                   teaming                                                                       decision making agility
                                                             sharing
           time allocation                                                                       collaboration
                                                         collaboration
         decision making                                                                         flexibility on process design
                                                       social networking

                                                             peering
       resource allocation                                                                       openness to ideas
                                                            openness
          communication                                                                          support to people
                                                              trust




                       USI        MSc in Communication and Economics Major in Corporate Communication
                                  ©2007 Thesis by Vincenzo Cammarata
           University of Lugano
Wikibility of Innovation Oriented Workplaces
                                    The CERN Case


                             4                                                        Insights | The CERN Case
                                    The topic | The Research Question | The Model |




The WIOWA* survey (not yet validated)
                                                                                                                 10
                                                                                                                    15




                                                                                                                 *(Wikibility Innovation Oriented Workplace Audit)
                         USI        MSc in Communication and Economics Major in Corporate Communication
                                    ©2007 Thesis by Vincenzo Cammarata
             University of Lugano
Wikibility of Innovation Oriented Workplaces
                                           The CERN Case


                                    4                                                                              Insights | The CERN Case
                                            The topic | The Research Question | The Model |


                                                                  a. Support to effectiveness                                              b. Organizational services


   The WIOWA* “cockpit”                                                       quickness                                                           quickness

                                                                                                flexibility                                                       flexibility
                                                                  trust                                                            trust


                                                                                                                                                                                          11
                                                    openness                                                  sharing   openness                                                sharing
                                                                                                                                                                                             15

                                                           peering                                                             peering
       a.                            b.                                                         collaboration                                                      collaboration




                                                                                                                                                                                          *(Wikibility Innovation Oriented Workplace Audit)
    Support                    Organizational
                                                                          social networking                                                   social networking
to effectiveness                  services
                                                               c. Knowledge and collaborative support                              d. Communication and socialization
                                                                              quickness                                                           quickness
                                                                                                flexibility                                                       flexibility
                                                                  trust                                                            trust




                                                                                                              sharing
                                                    openness                                                            openness                                                sharing


                                    c.
       d.
                             Knowledge and
Communication
                              collaborative                peering                                                             peering
and socialization                                                                               collaboration                                                      collaboration
                                support
                                                                          social networking                                                   social networking




                                USI        MSc in Communication and Economics Major in Corporate Communication
                                           ©2007 Thesis by Vincenzo Cammarata
                    University of Lugano
Wikibility of Innovation Oriented Workplaces
                                  The CERN Case


                           5                                                                   The CERN Case
                                  The topic | The Research Question | The Model | Insights |




Why investigate the CERN?
                                                                                                               12
                                                                                                               15
                                      “Sociological” relevance community
                                  >
                                      CERN social network > not only LHC physicians’ lab


                                      Wiki adopted since 2002-03
                                  >
                                      Mature context > end of enthusiasm for the “new” tool
                >3000
        CERN employee

                                      CERN as Innovation                       producer
                                  >
                >8000
        Researcher from               Tech. Transfer Group > discoveries or inventions for biz
          500 institutes
                                      > Invention of Web by Sir              Tim Berners-Lee
           56 countries




                       USI        MSc in Communication and Economics Major in Corporate Communication
                                  ©2007 Thesis by Vincenzo Cammarata
           University of Lugano
Wikibility of Innovation Oriented Workplaces
                                    The CERN Case


                             5                                                                   The CERN Case
                                    The topic | The Research Question | The Model | Insights |




The CERN wiki adoption
                                                                                                                 13
                                                                                                                 15
       Mainly used for
      documentations:
         Knowledge &
  collaborative support


                  >2000
          registered users
                >27000
         topics produced
                 >1.8 M
      monthly topic views
                >25000
         monthly updates



                         USI        MSc in Communication and Economics Major in Corporate Communication
                                    ©2007 Thesis by Vincenzo Cammarata
             University of Lugano
Wikibility of Innovation Oriented Workplaces
                                 The CERN Case


                         5                                                                    The CERN Case
                                 The topic | The Research Question | The Model | Insights |




My CERN experience
                                                                                                              14
                                From 8 to 12 October 2007 (tnx to my social network☺)
                                                                                                              15

                                     Collect material for the case                    history & interviews
                                >
                                     > Verify Cultural Key Drivers and WIOWA’s questions feasibility


                                     Interview to Pete               L. Jones CERN TWiki administrator
                                >
                                     > Precious contribution for the two CERN Case Histories


                                     5 TWiki users (4 physics different groups + 1 IT)
                                >
                                     > Wiki Culture and Wiki Approach + Questions testers




                     USI         MSc in Communication and Economics Major in Corporate Communication
                                 ©2007 Thesis by Vincenzo Cammarata
         University of Lugano
Wikibility of Innovation Oriented Workplaces
                                  The CERN Case


                           6      The topic | The Research Question | The Model | Insights | The CERN Case




At the end of the day
                                                                                                             15
                                      Wiki produces new Knowledge > Innovation but…
                                  >                                                                          15
                                      > …Wiki is effective if supported by Cultural Key Drivers


                                      Enterprise 2.0 changes the way to work (Culture)
                                  >
                                      > but needs requirements and a preliminary Workplace attitude


                                      The concept              of Wikibility and the Audit
                                  >
                                      > A tool that can help management that wants to adopt E2.0


                                      Further studies and researches > validate WIOWA
                                  >



                       USI        MSc in Communication and Economics Major in Corporate Communication
                                  ©2007 Thesis by Vincenzo Cammarata
           University of Lugano
Wikibility of Innovation Oriented Workplaces
                                                    The CERN Case




                                                            “      […] I think that assessing “wikibility” is a good idea,
                                                                   and a brief skim of your thesis tells me that you are
                              Feedback
            Overseas                                               onto something. I'm not surprised that wikis work
                                                                   well in an environment like CERN. […]


“                                                                                                            Tom

                                                                                                                                    ”
    […] Much appreciated.
                       Don

                                   ”                               Tom Davenport
       Don Tapscott
                                                                             Babson College - President’s Chair in IT and Management
           Co-author of “Wikinomics “




“                                                            “
    […] looks very interesting […] I'm
                                                                   […] Your coining of the term wikibility is both creative
    writing a quot;follow upquot; to my book
    on wikis, exploring social software                            and provocative; as well as your quot;cockpitquot;pictures.[…]
    more generically, so I may even
                                                                                                                 Paul
    quote from you ...

                                                                                                                                       ”
                                         ”                         Paul Carlile
        Jane Klobas
                                                                             Boston University - Ass. Prof., Information Systems Department
           Author of “Wiki: Tools for Information
                      Look and Collaboration “




                                     USI            MSc in Communication and Economics Major in Corporate Communication
                                                    ©2007 Thesis by Vincenzo Cammarata
                         University of Lugano
Lugano - 11, Dec. 2007
     SA 2007-2008




                       Wikibility of
                                 Innovation Oriented
                                      Workplaces
                                                      The CERN Case




                        Thank you for your attention. Questions?
                        vincenzo.cammarata@lu.unisi.ch




            USI        MSc in Communication and Economics Major in Corporate Communication
                       ©2007 Thesis by Vincenzo Cammarata
University of Lugano

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Wikibility of Innovation Oriented Workplaces - The CERN Case

  • 1. Lugano - 11, Dec. 2007 SA 2007-2008 Wikibility of Innovation Oriented Workplaces The CERN Case USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 2. Wikibility of Innovation Oriented Workplaces The CERN Case 1 The topic | The Research Question | The Model | Insights | The CERN Case Web 2.0 Workplaces Philosophy Organizational Culture Tags & Key Words Tim Berners-Lee Cooperation Collaboration Social Networking 1 Enterprise 2.0 Knowledge Base UGC Conversational 15 Knowledge Management Corporate Wiki Andrew McAfee Blog Sharing Tom Davenport Wikinomics Net Generation Innovation Social Networking Brainstorming Notes Competitive Advantages Openness Long Tail Wikibility Starfish & Spider Peering Effectiveness Virtual Workplaces Dimension Environment Resistance Flexibility Coaching Community of Practice Quickness “Beta-mode” Wiki Potential Creativity Idea Spaces Innovation Enablers Cultural Key Driver Trust Cockpit Cobwebs WIOWA Audit Tool CERN Case Wiki Approach USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 3. Wikibility of Innovation Oriented Workplaces The CERN Case 1 The topic | The Research Question | The Model | Insights | The CERN Case The “2.0” Shifting 2 15 1.0 2.0 Web Page to browse User Contribution (UGC) “ From “nouns”… Knowledge Management Conversational KM …to “verbs” ” Cooperation Collaboration Ross Mayfield Workgroup Platforms Wiki, Blog, RSS… Socialtext CEO USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 4. Wikibility of Innovation Oriented Workplaces The CERN Case 2 The Research Question | The Model | Insights | The CERN Case The topic | “ Inside the Debate Enterprise 2.0 change Organizational Culture? 3 ” 15 E2.0 won't transform organizations E2.0 will change the way to work Andrew McAfee (personal blog) Tom Davenport (HBR on-line) Harvard Business School Babson College Associate Professor President’s Chair in IT of Business Administration and Management USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 5. Wikibility of Innovation Oriented Workplaces The CERN Case 2 The Research Question | The Model | Insights | The CERN Case The topic | Wikibility On 4 15 > Which are the cultural key drivers that make Wikible* an innovation oriented organization? audit this Wikibility? > How to * a workplace where Wiki (E2.0) really works in an effective way. USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 6. Wikibility of Innovation Oriented Workplaces The CERN Case 3 The Model | Insights | The CERN Case The topic | The Research Question | Focus on Organizational Culture 5 15 Org. Culture Innovation Wiki (Competitive Advantage) (Enterprise 2.0) USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 7. Wikibility of Innovation Oriented Workplaces The CERN Case 4 Insights | The CERN Case The topic | The Research Question | The Model | Cultural Key Drivers 1/2 Identifying 6 15 Wiki improves… Innovation needs… quickness decision making agility flexibility teaming sharing collaboration time allocation collaboration flexibility on process design decision making social networking openness to ideas peering resource allocation openness support to people communication trust USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 8. Wikibility of Innovation Oriented Workplaces The CERN Case 4 Insights | The CERN Case The topic | The Research Question | The Model | Cultural Key Drivers 2/2 Identifying Org. Culture 7 15 quickness Key drivers flexibility sharing collaboration social networking peering openness trust Innovation Wiki (Competitive Advantage) (Enterprise 2.0) USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 9. Wikibility of Innovation Oriented Workplaces The CERN Case 4 Insights | The CERN Case The topic | The Research Question | The Model | How to audit Wikibility? 8 > Formulating a survey that considers 15 Virtual Workplace Dimensions. a. Support to effectiveness b. Organizational services c. Knowledge and collaborative support d. Communication and socialization USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 10. Wikibility of Innovation Oriented Workplaces The CERN Case 4 Insights | The CERN Case The topic | The Research Question | The Model | How to audit Wikibility? 9 15 Wiki improves… Innovation needs… quickness flexibility teaming decision making agility sharing time allocation collaboration collaboration decision making flexibility on process design social networking peering resource allocation openness to ideas openness communication support to people trust USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 11. Wikibility of Innovation Oriented Workplaces The CERN Case 4 Insights | The CERN Case The topic | The Research Question | The Model | The WIOWA* survey (not yet validated) 10 15 *(Wikibility Innovation Oriented Workplace Audit) USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 12. Wikibility of Innovation Oriented Workplaces The CERN Case 4 Insights | The CERN Case The topic | The Research Question | The Model | a. Support to effectiveness b. Organizational services The WIOWA* “cockpit” quickness quickness flexibility flexibility trust trust 11 openness sharing openness sharing 15 peering peering a. b. collaboration collaboration *(Wikibility Innovation Oriented Workplace Audit) Support Organizational social networking social networking to effectiveness services c. Knowledge and collaborative support d. Communication and socialization quickness quickness flexibility flexibility trust trust sharing openness openness sharing c. d. Knowledge and Communication collaborative peering peering and socialization collaboration collaboration support social networking social networking USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 13. Wikibility of Innovation Oriented Workplaces The CERN Case 5 The CERN Case The topic | The Research Question | The Model | Insights | Why investigate the CERN? 12 15 “Sociological” relevance community > CERN social network > not only LHC physicians’ lab Wiki adopted since 2002-03 > Mature context > end of enthusiasm for the “new” tool >3000 CERN employee CERN as Innovation producer > >8000 Researcher from Tech. Transfer Group > discoveries or inventions for biz 500 institutes > Invention of Web by Sir Tim Berners-Lee 56 countries USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 14. Wikibility of Innovation Oriented Workplaces The CERN Case 5 The CERN Case The topic | The Research Question | The Model | Insights | The CERN wiki adoption 13 15 Mainly used for documentations: Knowledge & collaborative support >2000 registered users >27000 topics produced >1.8 M monthly topic views >25000 monthly updates USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 15. Wikibility of Innovation Oriented Workplaces The CERN Case 5 The CERN Case The topic | The Research Question | The Model | Insights | My CERN experience 14 From 8 to 12 October 2007 (tnx to my social network☺) 15 Collect material for the case history & interviews > > Verify Cultural Key Drivers and WIOWA’s questions feasibility Interview to Pete L. Jones CERN TWiki administrator > > Precious contribution for the two CERN Case Histories 5 TWiki users (4 physics different groups + 1 IT) > > Wiki Culture and Wiki Approach + Questions testers USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 16. Wikibility of Innovation Oriented Workplaces The CERN Case 6 The topic | The Research Question | The Model | Insights | The CERN Case At the end of the day 15 Wiki produces new Knowledge > Innovation but… > 15 > …Wiki is effective if supported by Cultural Key Drivers Enterprise 2.0 changes the way to work (Culture) > > but needs requirements and a preliminary Workplace attitude The concept of Wikibility and the Audit > > A tool that can help management that wants to adopt E2.0 Further studies and researches > validate WIOWA > USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 17. Wikibility of Innovation Oriented Workplaces The CERN Case “ […] I think that assessing “wikibility” is a good idea, and a brief skim of your thesis tells me that you are Feedback Overseas onto something. I'm not surprised that wikis work well in an environment like CERN. […] “ Tom ” […] Much appreciated. Don ” Tom Davenport Don Tapscott Babson College - President’s Chair in IT and Management Co-author of “Wikinomics “ “ “ […] looks very interesting […] I'm […] Your coining of the term wikibility is both creative writing a quot;follow upquot; to my book on wikis, exploring social software and provocative; as well as your quot;cockpitquot;pictures.[…] more generically, so I may even Paul quote from you ... ” ” Paul Carlile Jane Klobas Boston University - Ass. Prof., Information Systems Department Author of “Wiki: Tools for Information Look and Collaboration “ USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano
  • 18. Lugano - 11, Dec. 2007 SA 2007-2008 Wikibility of Innovation Oriented Workplaces The CERN Case Thank you for your attention. Questions? vincenzo.cammarata@lu.unisi.ch USI MSc in Communication and Economics Major in Corporate Communication ©2007 Thesis by Vincenzo Cammarata University of Lugano