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© Acando AB
WEB 2.0 AT WORK
© Acando AB
Communication technologies
change society in waves
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Innovations like these have
helped to democratizise
access to information.
© Acando AB
.
© Acando AB
Since information is power,
such innovations are often met
with scepticism and fear.
© Acando AB
But we must try to overcome
our scepticism and fears by
learning to see the value these
innovations bring.
© Acando AB
We Must Learn To Look Beyond Obvious
© Acando AB
RSS feeds
& readers
Social
Bookmarking
Sharing
websites Instant
Messaging
Wikis
Social Networks
Micro-blogging
Blogs
We Must Learn To See The Tools
© Acando AB
Share information
and experiences
with others
Consume relevant
information from
sources you trust
Share any
Information you
find with others
Share photos
with others
Communicate
spontaneously
and direct with
others
Contribute to
and use
collective
intelligence
Find and connect
with other people
Communicate
quick and informally
with others
We Must See The Needs They Adress
© Acando AB
As individuals, many of us
are already using these
tools to enrich and simplify
our (social) lives.
© Acando AB
Our question today:
How can an organization
improve collaboration with
these simple and social tools?
© Acando AB© Acando AB
Web 2.0 at Work
Simple & Social Internal Collaboration
© Acando AB
Some Short ”Facts” About Us
Henrik Gustafsson
●MSc in Informatics, Knowledge
Management
●Strategy, analysis, architecture
●Content, portals, integration
●Virtual teams
Oscar Berg
●MSc in Informatics, Interactive
Systems
●Analysis, architecture, usability
●Web, portals, collaboration
●Virtual teams, off-shore
Visit our blog: www.thecontenteconomy.com
© Acando AB
If HP knew what HP knows, we
would be three times as profitable.
Lew PlattFormer CEO of Hewlett-Packard
“”
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PART ITrends & Challenges
© Acando AB
1.0
E-mailStatic WebsitesDiscussion forumsInstant MessagingChat Rooms
One-way & broad 2.0
BlogsWikisRSS MashupsPod- & webcastsSocial NetworksSocial BookmarkingFolksonomies
Simple & social
Dynamic WebsitesPortalsCommunitiesAgentsVIdeo ConferencingWeb servicesCollaborative filteringVOIP
Dynamic & interactive1.X
How the Web Has Evolved
Based on AIIM (2008) – Enterprise 2.0: Agile, Emergent & Integrated
© Acando AB
Mostly Read-Only Widly Read-Write
250 000 sites 80 000 000 sites
Collective
Intelligence
1996 2006
45 million users worldwide 1+ billion users worldwide
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Pillow Fight Flash Mob
Torino, Italy
.
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Most of the barriers to group action
have collapsed…
We can have groups that operate
with a birthday party's informality
and a multinational's scope.
Clay ShirkyAuthor of “Here Comes Everybody: The Power of
Organizing Without Organizations”
“
”
© Acando AB
The Principles of “Old” Media
A few
because the publisher owns
the production and distribution means
writes
for
a publisher
who
sells
to the many
© Acando AB
The Principles of Social Media
can produce, copyand share anything
at almost no cost!
Anyone to anyone
© Acando AB
All business are media businesses,
because whatever else they do, all
businesses rely on the managing of
information for two audiences -
employees and the world.
Clay Shirky“Here Comes Everybody: The Power of Organizing
Without Organizations”
“
”
© Acando AB
Globalization
Consumerizationof IT
”The Google Generation”
Democratization
Working Pro Working Against
Ignorance
Behavior
Power
Legacy
The Collaboration Forces
© Acando AB
You are already an integral part of
Web 2.0 business economy. Every
time you click on Google, Wikipedia,
eBay or Amazon you are sparking
network effects…even if you do not
buy anything.
Amy Shuen,
Author of “Web 2.0 A Strategy Guide”
“
”
© Acando AB
The Collaboration Challenge
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What Do We Mean With Collaboration?
Goal
Communication Interaction Collaboration
© Acando AB
Co
mm
un
ica
tio
n-
Ce
ntr
icOne-to-One One-to-Many Many-to-Many
Co
nte
nt-
Ce
ntr
ic
© Acando AB
E-mail is Being Mis/Overused
● Overuse and inappropriate use
● No structure or control
● Lock-in of key information
● Key information leaves
organization
● Information overload
● Enormous volumes of content
Many-to-Many
Co
nte
nt-
Ce
ntr
ic
© Acando AB
Workflow Systems Don’t Fit All Tasks or Users
● Does not fit user's workstyles
● Not supporting knowledge work
● Over-focus on approval
● Usually complex and requires
education
● Licenses not available for all
Many-to-Many
Co
nte
nt-
Ce
ntr
ic
© Acando AB
Portals Are Not Personal
● Mainly one-way communication
● Everyone cannot contribute
● Role needs <> individual needs
● One “truth” how to organize
information
● Tools and content in focus, not
people
One-to-Many
Co
nte
nt-
Ce
ntr
ic
© Acando AB
Key Ingredients for
Successful Collaboration
© Acando AB
Collaborative Culture
Consensus-driven
Informal
Fear of making mistakes Trial-and-error
Command-and-control
Formal
Hero-culture Mentoring-culture
© Acando AB
Easy to usePeople are
visible
Universally
accessible Informal &
spontaneous
Fits
Different
needs
Encourages
contribution
Fits my
work-style
Truly Collaborative Tools
© Acando AB
Collaborative Awareness
Me 1.0 Me 2.0
I interact with
others when I
have the time
I only use
I occationally
update myself
I interact with
others regularly
and self-initiated
I use
multiple
tools
I have
ambient
awareness
© Acando AB
What About
Knowledge Management?
© Acando AB
The “Rules” of Business Are Changing
Knowledge-based
Structure-based
The basis of the
operation is the
structure of the
activities.
The basis of the
operation is the
knowledge of
individuals.
© Acando AB
The Knowledge Management Problem
●Knowledge is often stored in private
notebooks and in peoples heads
(tacit knowledge)
●Knowledge is typically exchanged
ad hoc and informally person-to-
person
© Acando AB
The Problem with Knowledge Management version 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
© Acando AB
●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
What Web 2.0 Brings to Knowledge Management
BlogsWikis
Social Network
© Acando AB
PART IITools, Technologies
and their uses
© Acando AB
Enterprise 2.0 is the use of emergent
social software platforms within
companies, or between companies
and their partners or customers.
Andrew McAfeeAssociate Professor, Harward Business School
“
”
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How Web 2.0 is Penetrating the Enterprise
Wikis
RSS
Blogs 45%
43%
35%
IDC, “Quick Look Survey”, February 2007
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How Enterprises Are Using Web 2.0
The McKinsey Quarterly, ”How Businesses are using Web 2.0”, June 2007
Interfacing with
partners &
suppliers
Interfacing
with customers
Internal
collaboration 75%
70%
51%
© Acando AB
The Challenge: Getting the Balance Right
©2007 Collaborative Strategies 47
Control
Corporate IT Control
Corporate Content
Search & Browse
Corporate Taxonomies
Transactional Interactions
Enterprise Applications
Empowerment
Users in Control
User-Generated Content
Publish & Subscribe
User-Generated Metadata
Social Interactions
Individual Applications
&
© Acando AB
Being dismissive of blogs and wikis
because of how they are most of-ten
used, and talked about, today is a
mistake. What is important is how
they could be used.
The Gilbane Report Vol 12 no 10, 2005
"Blogs & Wikis: Technologies for Enterprise Applications?"
“
”
© Acando AB
Positioning Collaboration Tools in Time and Space
Apart
Together
ApartTogether
Time
Space
Workflow
Portals
Phone
SMS
Video Conferencing
© Acando AB
Positioning Collaboration Tools in Context and Structure
Ad-hoc Project ProcessStructure
Context
Individual
Team/Unit
Enterprise
Ecosystem
© Acando AB
Team
OfficeBusiness
Unit
Project
Enterprise
Community
of Practice
FriendsCommunity
of Interest
We Need Many Different Spaces for Collaboration
© Acando AB
Key Tools & Technologies
© Acando AB
Key Tools And Technologies We Will Focus On
Social networks –Connections
& Context
Syndication & Mashups -
Reuse
© Acando AB
ENTERPRISE BLOGS
© Acando AB
Anyone Who Can Write Can Blog
Label your post
Publish immediately
or later
Edit easily
© Acando AB
Read and Share as You Like
Comment
Share and
Bookmark
Subscribe to feed
© Acando AB
Our legal department loves the blogs,
because it is basically a written-down,
backed-up, permanent time-stamped
version of the scientists notebook.
Marissa MayerVP of Search Product & User Experience , Google
“
”
© Acando AB
Why Enterprise Blogs?
●Blogs are a good way of conveying information instantly to the rest of
your community in one action
●They can be used as a timeline of events within a workgroup
●Capture and present ideas and opinions to coworkers
●Gather feedback and involve others in discussions
© Acando AB
Examples of Enterprise Uses
●CEO blog for communicating with coworkers
●Product management blogs for product communication and strategies
●Project management blogs for meeting minutes, project history, project
definition, risks…
●Sales blogs for sales and customer development
●Personal blogs for sharing experiences, links, news, ideas, opinions…
© Acando AB
ENTERPRISE WIKIS
© Acando AB
Collective Editing Made Easy
Get notified
Discuss
View history
Structure by linking
Edit without
approval
© Acando AB
WIKI
PAGE
How to Edit a Wiki
1. Check if subject exists
2. Exists = continue to next step
Does not exist = create a new
page
3. Edit the page
4. Save Previous versions
Edit
© Acando AB
Why Enterprise Wikis?
●Captures business information that otherwise would float around in
emails
●Easy to access and find information as the wiki is web-based and
provides search
●Easy and fast to edit thanks to simple interface and flexible format
●Easy to fix mistakes thanks to versioning and audit trail of unstructured
content
Anyone can contribute!
© Acando AB
Examples of Enterprise Uses
●Knowledge bases with corporate “how-to‟s”, information for new
employees, practical information
●Requirements management for capturing, negotiating and agreeing on
requirements
●Capturing "intelligence" such as competitor and industry activities and
consumer trends
●R&D quickly capture bookmarks and commentary on topics. write up
research proposals, notes, and experiments
●Corporate glossaries such as product terminology
© Acando AB
The decision to embrace wikis is part
of a changing ethic at the department,
from a „need to know culture‟ to a
„need to share culture‟.
Eric M. JohnsonOffice of eDiplomacy, US State Department
“
”
© Acando AB
”Intellipedia” - Connecting the Dots at CIA After 9/11
© Acando AB
Wrapping Up About Blogs and Wikis
Single-author
insights
Blogs
Wikis
Collective
Intelligence
User-generated,
interlinked and rapidly
adaptable bodies of
knowledge open to
everyone
Multi-author
“agreed-upon”
knowledge
© Acando AB
ENTERPRISE SOCIAL NETWORKS
© Acando AB
What is Social Networking?
© Acando AB
The social network put all that we
were doing into context.
Richard DennisonIntranet and channel strategy manager at BT
“ ”
© Acando AB
Why Enterprise Social Networks?
●A shared social space for people who are apart in time and/or space
●Easy to find people to connect, communicate with and get to know them
●Rapid distribution of relevant and informal information person-to-network
●Build relationships across boundaries (organizational, geographic…)
●Provides a context for knowledge exchange
© Acando AB
Social Networks Enable More and Broader Interaction
© Acando AB
Key Features – Examples
Find & connect with peopleDescribe who you are in a profile
Share contentTag your own and other people‟s content
© Acando AB
Key Features – Examples
See network activities Participate in groups
© Acando AB
Visits & Views Downloads
Favourites
Tags
Social
Bookmarks
Editorial Selection
Embeds
Links
User Activities Brings Valuable Content to the Surface
Shares
Comments
© Acando AB
The Long Tail of Content Use
Usage rate
Total amount of content
1-5% above ”the water line”
Still findable and accessible,
but filtered out
© Acando AB
Social Tools Encouraging Disruptive Thinking at BT
© Acando AB
ENTERPRISE SYNDICATION
© Acando AB
Subscribe to Information and Read in a Reader
Bookmark items
Share items
Label items
Read all feeds
in one place
Mark items as read
Subscribe to feeds
© Acando AB
Has anything changed?
Are there any new posts?
Will a search return something new?
Ordinary Surfing for Information = Constant Checking
Check
Check
Check
Based on slides by James Dellow (2008)
© Acando AB
News about content changes
New blog posts
New search results
Syndication Makes the Content Come to You Instead
Based on slides by James Dellow (2008)
© Acando AB
Why Syndication?
●Control what you read
●Spend less time searching
●Receive information instantly and in a consistent manner
● Increase you capacity to consume many sources
●Avoid occupational spam by avoiding irrelevant information and spam
© Acando AB
I
ENTERPRISE MASHUPS
© Acando AB
No Programming Required!
Authentication
Straight from the
source
Rearrange
Drag-and-drop
Configure
Search
© Acando AB
Mashups Are Lightweight Services
● Mashups are lightweight,
composite applications, based on
web architecture
● They mix and source content or
functionality from existing systems
● The sourced content and
functionality retain their original
purpose
Developer User
AssembleDevelop
Illustration based on illustration by Dion Hinchcliffe (2007)
© Acando AB
According to Gartner by 2010, 80% of
enterprise applications will be mashups.
© Acando AB
Web 2.0 Lower The Investment Barriers
Projects that do
justify big IT
spending
Va
lue
Projects that do not
justify big IT
spending
Unserved
demands
Buy Build SaaS Mashups and hacks
Amy Shuen (2008)
© Acando AB
Why Enterprise Mashups?
●Allow for real-time business intelligence by aggregate information from
various sources
●Can serve temporary and urgent needs as they can be quickly
assembled
●Can be adapted to personal needs as it mashups are assembled rather
than programmed and can be assembled by anyone
●Puts transactional data in context by allowing connections to both
structured sources (enterprise apps) and unstructured sources (blogs, web
sites…)
© Acando AB© Acando AB
Collaboration in Practice
© Acando AB
Case Study: Team Collaboration
• Share ideas, opinions, experiences, news
• Distribute agendas and meeting minutesBlog
• Information to iroduce new coworkers
• Keep history of sales activities
• Use as knowledge baseWiki
• Collaborate on document deliverables
• Share presentations, documents, articles
• Store templates, resources, reference cases File Share
• Quick questions and statuscheckups
• Real-time conversations 1-to-1 or M-to-MIM
• Internal virtual meetings
• External virtual meetings
Web Conferencing
© Acando AB© Acando AB
The Collaboration Platform
© Acando AB
© Acando AB
The Collaboration Platform
Collaboration Spaces
Enterprise Unit Project Community Personal
Collaboration Tools
Instant
MessagingVoice
VideoDesktop
Sharing
Blogs & wikisIntranets &
Portals
Web- &
PodcastsFile Sharing
Mashups
RSS
Readers
Profiles &
Presence
Tagging &
Social
Bookmarking
E-mailSocial
NetworksRSS
Versioning Search Security Workflow Metadata
Basic Content Services
© Acando AB
Web 2.0 Tools – What They Have and What They Need
Choice of tools
Simple
Social
Rich Media
Integrated
Accessible
Secure
Enterprise
© Acando AB
SOA And Web 2.0 Exploit Services but..
SOA
• Heavyweight
• Composites
• Application services
• Centralized
• Enterprise
• Planned
Web 2.0
• Lightweight
• Mashups
• Content services
• Peer
• In the cloud
• Emergent
Service
Paradigm
© Acando AB
Magic Quadrant for Collaboration
© Acando AB
The Social Software Marketplace – On-Premises Software
Collaboration Platforms
Microsoft – SharePoint 2007
IBM – Connections/Quickr
Oracle – Oracle WebCenter Suite/Pathways
EMC – Documentum
OpenText – Livelink ECM – Extended Collaboration
Social Software Suites
Drupal – Drupal
Awareness – Awareness Platform
Connectbeam – Social Software Appliance
Jive Software –Clearspace
Traction Software –TeamPage
NewsGator – Social Sites
Telligent – Community Server
Wiki Software
Atlassian – Confluence
MediaWiki – MediaWiki
Socialtext – Socialtext
Twiki – Twiki
Blog Software
Six Apart – Movable Type
Automattic – WordPress
RSS Software
Attensa – Attensa FeedServer
NewsGator – Enterprise Server
© Acando AB
The Social Software Marketplace – Software as a Service
Collaboration Suites
Google – Google Apps
GroupSwim – GroupSwim
Web Conferencing
Cisco – WebEx
Microsoft – LiveMeeting
Yugma
GoToMeeting
Wiki Software
Socialtext
Twiki
Blog Software
Automattic – WordPress
Google – Blogger
TypePad
Instant Messaging
Google – Google Talk
Microsoft – MSN Messenger
© Acando AB
PART IIIApproaching Web 2.0 at Work
© Acando AB100
Reactive• Collaboration
choked or cut down
Managed• Collaboration
allowed to grow
Proactive• Collaboration
nurtured and cultivated
http://www.flickr.com/photos/jam343/1703693/sizes/o/
© Acando AB
Key Disciplines Of Collaboration Maturity
Awareness
Culture
Architecture
Governance
© Acando AB
Key Disciplines Of Collaboration Maturity
AwarenessCommunication and coordination
as a way to collaborate
CultureA hero culture
with strong command and
control structures
ArchitectureIndividuals find their own tools
and how to manage content
GovernanceIndividuals need
to act based on their own
judgment
Reactive
© Acando AB
Key Disciplines Of Collaboration Maturity
AwarenessCommunication and coordination
as a way to collaborate
Local collaboration for problem solving
CultureA hero culture
with strong command and
control structures
A more informal culture striving
for synergies and consensus
ArchitectureIndividuals find their own tools
and how to manage content
Standardized tools and
accessible content
GovernanceIndividuals need
to act on their own judgment
Guiding principles and
supporting roles defined
Reactive Managed
© Acando AB
Key Disciplines Of Collaboration Maturity
AwarenessCommunication and coordination
as a way to collaborate
Local collaboration for problem solving
Cross-collaboration for optimization and
innovation
CultureA hero culture
with strong command and
control structures
A more informal culture striving
for synergies and consensus
A sharing and mentoring culture
based on trust
ArchitectureIndividuals find their own tools
and how to manage content
Standardized tools and
accessible content
Integrated flexible
collaborative platform
GovernanceIndividuals need
to act on their own judgment
Guiding principles and
supporting roles defined
Balance of flexibility and
control (mainly user led)
Reactive Managed Proactive
© Acando AB
Governance For The Formal And Informal
Formal process
• Defined artifacts & products
• Structured and secured approach
• Value for the enterprise
Informal process
• Ideas & concepts
• Spontaneous and open approach
• Value for community
Tipping Point
• Cost-Benefit
• Compliance
• Risk
© Acando AB
Change Required On All Levels
Management
• Vision and a collaborative environment
• Be accessible and less formal
• Broad input and spontaneous interactions
• Trust your co-workers and let ideas flow
• Remove barriers and leverage initiatives
Co-worker
• Present and promote yourself
• Connect to people and expand your network
• Create, share and participate actively
• Be a role model
• Coach and guide your colleagues
© Acando AB
Realize that Enterprise Web 2.0 is
unavoidable. Begin planning how to
deploy effective Web 2.0 capabilities
for maximum business value.
Anthony BradleyGartner
“
”
© Acando AB
Getting Started with The Acando Approach
How to kick-start an initiative
Intention Vision Development Life-Cycle
Awareness Seminar(s) - customized seminar
Direction Workshop(s) - pains, challenges,
maturity, stakeholders, value….
© Acando AB
Web 2.0 Success Factors
Start immediately and focus
on business value, not
risk
Set the social
networks and the
culture as the
foundation
Manage a portfolio of Web 2.0 tools and
seed content
Be committed for the long
run and reward
participation
© Acando AB
Principles of Web 2.0
● Users create value
● Utilize collective intelligence
● People build connections
● Get visible and social
● Networks multiply effects
● Actively promote growth
● Syndicate corporate competence
● Reuse and repurpose assets
● Ecosystems are value networks
● Limit the barriers for collaboration and innovation
My
Organization
Amy Shuen (2008)
© Acando AB
Web 2.0 Challenges And Enterprise Stakeholders
• How to attract user participation and build on collective user value?
Marketing
• How to re-use knowledge assets and improve collaboration and innovation?
Operations
• How to capitalize competence, web infrastructure, and activate network effects?
Finance
• How to empower the individual and enrich interaction in social networks?
HR
• How to set up a simple, flexible and integrated collaborative platform?
IT
© Acando AB© Acando AB
THANK YOU!
