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Social CI: A work method and a tool for competitive intelligence
networkingLars Degerstedt
[email protected] Hermansson
Overview• Basic notions• CI networks• The Social CI Framework• A social CI work method • The CoCI tool• Patterns for social CI
Competitive Intelligence (CI)
Competitive intelligence is a systematic process for monitoring and analysis of the external world in an organization and how to gain strategic insights from such study.
Note: ”competitive” is here understood in its most general sense, taking into account ”any related external event” for an organization.
In Swedish: Omvärldsbevakning och omvärldsanalys
Social competitive intelligenceSocial CI: processes, methods and tools that support competitive intelligence (CI) for the socially networking organization.
Social CI relies on techniques from e.g. Enterprise 2.0 (McAffe, 2006), wikinomics (Tapscott & Williams, 2008), crowd intelligence (Malone, 2004) and the social organization (Bradley & McDonald, 2011).
Degerstedt, L. (2015). Social Competitive Intelligence: Socio-technical themes and values for the networking organization. Working Paper, 2015:3. Södertörns högskola.
Internal CI networks (stronger ties)
CI monitoring and CI analysis
Strategic decision support
External CI networks (weaker ties)
External events and relations
CI monitoring and CI analysis
Types of CI networks
Top 3 challenges with internal CI networks (survey 2014)
1.Transform insights into business value
2.Connect units in a multi-discplinary way
3.Create time for participation
CI analysis process &actionability
Effectiveness of networking
Work roles
157 respondents from Swedish organizations, 4% answer rate
Internal CI networks – roles (from three case studies 2013-2014)
Coordinator• Team leader• Facilitator• Insuring quality• Close to top
management
Participant• Large network in
expert domain• Passive / active /
core• Transform and adapt
information
Receiver• Client• In key position• Has a current
agenda• Decisions and
actions
Structure Behavior
Technology
Socio-technical principles of social CI
Degerstedt, L. (2015). Social Competitive Intelligence: Socio-technical themes and values for the networking organization. Working Paper, 2015:3. Södertörns högskola.
Integration Collaboration
Transaction Expert
Group
Individual
Depe
nden
cies
Routine Interpretation/ judgement
Complexity oftask
Social CI
Type of knowledge work
Davenport, T.H., 2005. Thinking for a Living: How to Get Better Performance and Results from Knowledge Workers, Harvard Business Review Press.
Trad. CI
Software
Technology
Behavior
Structure
The networking individual
Collectiveintelligence
Moral Delight Task
What Who Why How
FreedomIntegrityScrutiny
Socio-technical valuesPerspectives
EntertainmentCustomization
Speed
CollaborationInnovation
Social IT
CreateDecide
CrowdHiearchy
MoneyLoveGlory
CollectionCollabo-
ration
Personal Connectivity Communication
IdentityEngagement
Presence
RelationshipsReputationKeeping up
LocalityCommunity
Management
BroadcastingGatheringFeedbackSharing
Value map for social CI
Principles of a social CI work method
Principle 1: Iterative selection and analysis• Two activities (only)
• Selection (of significant external events)
• Analysis (w.r.t. business values)• Iterative refinement
• Less information / More business analysis
• Nested temporal loops e.g. days, weeks, months, quartely
• Task-orientedness• Goal: “producing CI deliverables with
business value”
Main source of inspiration: agile software development such as Scrum, here applied to CI
Analysis
Selection
Principle 2: Network-based process• Self-organizing and
cross-functional• Network roles
– Coordinators– Core members– Casual members
• Outside roles– Clients (Internal)– Contacts (External)
Principle 3: Support of collective intelligence
Support of:
See e.g. Bradley A. J. & McDonald M. P. (2011) The SocialOrganization. Harvard Business Review Press
Broad observation
Independence
Complementaryinformation
Directness
Multidisciplinaryknow-how
Diversity
InnovationEmergence
Principle 4: support for networking work styles
• Integrated support of task/network– “Collaborate always”
• Combined online/offline support
• Easily documented process– “Insight over format”
• Easy access from/to outside sources– Adaption to different needs of
different organizational units
Continuousonline support
Physical meetingPre and post support
Combined on- & offline Meeting support
Socio-technicalsupport of the social CI work process
“Fictional” case - WeTeach• B2B education in the
food sector• 100 employees• Newly started CI-
network• 15 participants in the
CI-network• Two coordinators
The case is inspired by case studies and two interviews with experts in the food sector
https://sh-medieteknik.solidtango.com/video/coci-posterfilm (In swedish)
The CoCI Tool – design prototype
Overview of the prototype
Daily selectionTagging and
sorting
Information streams
Weekly refinementSecond sorting
Monthly analysisDeliverable in form of a
report
The CoCI tool
Start page
Top of page
• Collaborative box• Filtering and search area• Incoming tags• Company specific tags
• Users active in the system: avatars
Information object• Text, video, podcast• Hide• Select
• Incoming tags• Company specific tags
• Avatars representing user selection
Daily selection
The individual box• Specific for each user• Select and hide
The collaborative box• See the accumulated
information objects
Weekly refinement• Weekly meeting:
second selection• Coordinator opens and
closes• Takes place in the
system• Result is a weekly
board• Weekly boards are
used as basis for a monthly report
Summary of the CoCI tool
• Daily: sort, tag, select• Weekly: refine on a weekly meeting, resulting in a weekly
board• Monthly: analyze, create monthly report, delivered to key
people within the company
Patterns for social CI
Pattern: Individual/collaborative box
• Freedom• Voluntariness• Independent• Aggregation
Pattern: Social selection
• Task-oriented tool with social features
• Collaborative selection of information objects
Pattern: Real-time engagement
• Presence• Lifefulness• Avatars
Pattern: Social enhancement
• Avatars and selection of information objects combined
• Social selection connected with enhanced presence
Pattern: Ranking of social selections• Initial and second rankings• Earlier social selections• Time period • Collaborative box• Deeper refined analysis• Reflection (critical)• Dashboard overview
Patterns: Synchronized collaboration
• Real-time collaboration• Online meeting• Limited in time
Pattern: Social dashboard
• Overview of social selection
• Contextual reflection• Overview of trends in
participant activities• Tag development
Evaluation
Evaluation results
Grade how you experienced the tool on a scale from 1 to 5 from the keywords above (where 1 is the lowest and 5 is the highest).
