What is Social Collaboration? Why is it so important to today's organisations? What value can it deliver to the organisation and the individual?

1. Why Social?
Stuart McIntyre

2. Welcome!

3. Who are we?
• Collaboration Matters are Social Collaboration specialists
• Assist our customers to navigate their way to becoming more collaborative
organisations
• Operate at business and technical levels
• Based in the UK, but operate worldwide - customers in UK, USA, Australia,
Philippines etc.
• Managed, run and fully believe in Social. Personally and organisationally
• Independent in approach. Partner with IBM, Google, Atlassian, SocialText and
Jive.

4. Who am I?
Stuart McIntyre
CTO, Collaboration Matters
Connections Specialist
Blogger/Podcaster/Design Partner/Speaker
Feel free to contact me: thisweekinlotus.com
blog.collaborationmatters.com
facebook.com/stuartmcintyre
ibmconnectionsblog.com
twitter.com/stuartmcintyre
quickrblog.com linkedin.com/in/mcintyre
lotusliveblog.com stuart@collaborationmatters.com
lotusphereblog.com

5. Agenda
An overview of Social Collaboration technology, including:
• What is it?
• What problems does the technology aim to solve?
• What value/benefits does it bring to an organisation or an individual?
• What makes a collaborative organisation?
• Where do we start?
• Where do commercial and open source products fit?
• Q&A

6. Communication technologies change society

11. Innovative sites and services like these have democratised
access to information and ability to create content

12. We need to look beyond the brands and names...

13. ... to see the tools ...

14. ... and the needs they address

15. As individuals, many of us are already using these tools to
enrich and simplify our (social) lives.

16. So, the question is...
How can an organisation improve collaboration with these
types of social tools?

17. So, the question is...
How can an organisation improve collaboration with these
types of social tools?
The answer?

18. So, the question is...
How can an organisation improve collaboration with these
types of social tools?
The answer?
Social Collaboration

19. So, what is
“Social Collaboration”?

20. Social Collaboration = Collaboration + Social Computing

21. What is Collaboration?
• Collaboration is:
• a recursive process where two or more people or organisations work
together toward an intersection of common goals — for
example, an intellectual endeavour that is creative in nature—by
sharing knowledge, learning and building consensus.
• Collaboration does not require leadership and can sometimes bring
better results through decentralisation and egalitarianism. In particular, teams
that work collaboratively can obtain greater resources,
recognition and reward when facing competition for finite resources.
Source: http://en.wikipedia.org/wiki/Collaboration

22. What is Collaboration?

23. What is Social Computing?
● Social Computing is:
▬ Social computing is a general term for an area of computer science that is concerned with the
intersection of social behaviour and computational systems. It has become an important concept for use in
business.
▬ ... Social computing has to do with supporting any sort of social behaviour in or through computational systems. It
is based on creating or recreating social conventions and social contexts through the use of software
and technology.Thus, blogs, email, instant messaging, social network services, wikis, social bookmarking and other instances of
what is often called social software illustrate ideas from social computing, but also other kinds of software applications where
people interact socially.
▬ A February 13, 2006 paper by market research company Forrester Research suggested that:
▬ Easy connections brought about by cheap devices, modular content, and shared computing resources are having a
profound impact on our global economy and social structure. Individuals increasingly take cues from one another rather
than from institutional sources like corporations, media outlets, religions, and political bodies. To thrive in an era of
Social Computing, companies must abandon top-down management and communication
tactics, weave communities into their products and services, use employees and partners as
marketers, and become part of a living fabric of brand loyalists.
Source: http://en.wikipedia.org/wiki/Social_computing

24. Social Collaboration
Culture

25. Social Collaboration Tools

26. A change in personal
awareness

27. What problems does it solve?

28. “If HP knew what HP knows, we would be three times as profitable.”
Lew Platt Former CEO of Hewlett-Packard

29. The “rules” of business are
changing...
• From being “Structure’ based
• Results are delivered because of the structure of the activity
• To “Knowledge” based
• Results are delivered because of the knowledge of the individuals
involved

30. Knowledge Management
• Knowledge is often stored in private notebooks and in peoples heads (tacit
knowledge)
• Knowledge is typically exchanged ad hoc and informally person-to- person

31. Knowledge Management 1.0
• Really not about people
• Knowledge treated as a separate
"thing"
• Knowledge management seen as a
separate act
• No return on contributions
• Does not blend with human nature

32. Social Collaboration
brings...
• Simple and social tools enable a convenient and user-driven way to capture
tacit knowledge and build collective intelligence
• Blogs and wikis are the 21st Century‟s notebooks and social networks are
the water coolers
It’s about “facilitated serendipity”

33. What value does it bring?

34. Enables new outcomes
across the organisation
Growth
Deepen
relationships
with customers
Marketing
Innovation
Generate new
ideas faster
Product
Development Effectiveness
Enable a more
effective workforce
Operations,
Human
Resources

35. Deepen Relationships with
Customer
Stakeholders: Marketing, Sales, and Customer Service
The Challenges
• Do you need to create a social site where
customers interact with customers in positive ways?
• Would you like to have more effective
marketing campaigns and sales prospecting
to grow your customer base?
• Do you need to resolve customer challenges
faster in your call centers?

36. Deepen Relationships with
Customers
• Create customer communities on your site to allow
customers to interact, rate and recommend, building
brand advocates
• Encourage key spokespeople to take part is
conversations with customers in blogs and forums
building brand loyalty
• Provide live chat on your website for instant
communication between customers and customer
service speeding problem resolution and lowering
costs.
• Leverage your existing IT investments by integrating
these services in existing portal and commerce
sites, saving time and money in deployment

37. Generate Innovative Ideas
Faster
Stakeholders: Product Management, R&D
The Challenges
• Do you need to deliver new products to market
faster?
• Are too many great ideas and insights getting lost?
• Do you have externally focussed 'listening'
strategies?
• How do you support relationships with top
customers?

38. Generate Innovative Ideas
Faster
• Cultivate external communities bringing together partners, customers, and
R&D to bring more product ideas into the product development process
• Support virtual customer councils with forums and regular e-meetings
with top accounts for sharing product strategy and getting frequent
feedback
• Leverage tagging of shared files, bookmarks, blogs, communities to gather
more product ideas across organisation boundaries

39. Enable an Effective
Workforce
Stakeholders: Executives, Operations, Human Resources, IT
The Challenges
• Are you doing more with fewer resources?
• Do you have more remote and distributed employees?
• Is communication and visibility limited across the team?
• Would you like to lower your travel costs?
• Are team documents and communications difficult to
access?

40. Enable an Effective
Workforce
• Assemble special project teams quickly
from top talent from across the organisation
using profile tagging
• Create and share content with the
confidence of end-to-end content
management
• Keep track of what's happening with
your tasks and projects with activities and
status updates
• Tap the expertise of your network and
collaborate instantly from within existing
applications

41. What makes a collaborative organisation?

42. What makes a Collaborative
Organisation?
A collaborative organisation is one that has the following characteristics:
• The values and objectives of employees and management are aligned,
• A climate of mutual trust and respect exists,
• The knowledge of all the staff, customers and suppliers is shared and pooled to
optimise the organisation's operations and opportunities,
• Decision making is more decentralised than it is in most current organisations
and more stakeholders in the organisation play a role in defining the direction
in which the organisation moves, and
• Hierarchical structures are kept to a minimum. The company is managed
democratically by consensus rather than by command and control.
From http://www2.physics.utoronto.ca/~logan/cqchin.doc

43. Where do commercial and open
source products fit?

44. “Enterprise 2.0 is the use of emergent social software platforms within
companies, or between companies and their partners or customers.”
Andrew McAfee Associate Professor, Harward Business School

45. Many different perspectives

46. The mandatory Magic
Quadrant!

47. The major players
Name Strengthes Weaknesses
IBM Quickr/ Broad set of features and functions
People-centric Complex to deploy
Platform support Only on-premise model from IBM
Connections Large number of enterprise and SMB customers
Microsoft Almost ubiquitous
‘Free’ initial deployment model
Document-centric versus people-centric
Sharepoint
Some very significant wins over past two years
Jive SBS Mature, broad product
Integration of social media monitoring
Solely focused on social collaboration
Integration not as strong as larger players
Innovation - Signals is going well beyond ‘Twitter-like’
SocialText Signals Strong wikis and communities
On premise install and appliance models
Small scale organisation (<100 employees)
Straddle internal organisations and external
Telligent communities
Good integration
Analytics
Functional gaps in feature list
Small scale organisation
Very strong wikis
Small scale organisation
Atlassian Focused approach
Free licences for 10 users
Plug-ins
Networking & Blogs weak
Very technical approach

48. Where do we start?

49. Make the Business Case

50. Don't get stuck in Analysis Paralysis

51. Focus on tangible objectives, not tools

52. See how social looks in action by testing
different scenarios and entry points

53. Identify the socially active in your enterprise

54. Who are already using social tools to succeed?

55. Find an executive sponsor
It's not a technology
issue – it's a social,
cultural issue

56. Questions?

57. Thank you!