Part 4 – Collaboration & Social Computing

Architecture of Participation

Gain more by doing things together

Israel BlechmanVP, Blinkit

Objective

• Discussing the notion of Enterprise2.0

• Identifying its benefits.

• Outlining the principals for successful Enterprise2.0 adoption.

About Blinkit (http://blinkit.co.il)

• Blinkit is Israel’s leading social media agency.

• Blinkit has extensive experience in planning and implementing social media strategies for organizations, to achieve both external and internal business objectives.

• Blinkit is providing over-all services throughout social media projects.

• Some of Blinkit’s clients are: Amdocs, Bezeq, PwC Israel, HP Israel, Partner, NICE Systems and Visa Cal.

• Blinkit has partnership and referral agreements with several leading vendors, research and services companies.

The work environment is changing

Networking at Deloitte

Wiki at Microsoft

Collaboration at BT

Discussions at Lockheed Martin

Bidding Ideas at Best Buy

Open Innovation at P&G

Blogging at CAL

Blogging at Bezeq

The Reasons

Technology

• Agile

• User friendly

• Light weight

• Steep learning curve

• Cost effective

Organizational Ecosystem

• The growing popularity of consumer social media.

• The individuals/institutions shift of power.

• Generation Y.

Economic Constraints

• Innovation is crucial.

• Productivity must be increased.

• Knowledge and expertise must be retained.

• Excellent employees must be encouraged, retained and recruited.

Benefits

“Over the past 15 years, using a combination of technology investments and process reengineering… substantially raised the

productivity of transactional processes. Web 2.0 promises further gains.”

(Six ways to make Web 2.0 work, McKinsey)

Source: Six Ways to Make Web2.0 Work, McKinsey

“Collaboration is saving us millions”

(Padmasree Warrior, Cisco CTO)

“an estimated $2.5 million in savings in less than five months while spending about

$50,000 on a social networking platform”

(John Parkinson, TransUnion CTO)

“…More than 35% of the ideas now come from outside the R&D department and productivity has soared 60%. Almost 80% of the product launches are successful as compared to 30%

for the industry.”

(P&G)

“Having strong connections to managers is shown to have positive association with

revenue generation.“

(Value of Social Networks, MIT & IBM)

McKinsey QuarterlyHarnessing the power of informal employee networks, 2007

Lowell L. Bryan, Eric Matson, and Leigh M. Weiss

“Leaders make the most effective decisions when they engage stakeholders in respectful

ways”

(Deloitte)

“The extent to which a company adopts user generated tools is bound to become a

barometer of company culture for those looking for suitable employment in the

future”

(Richard Dennison, Knowledge Management Architect, BT)

Architecture of Participation

Terminology

• The most important characteristic of the concept of Web2.0, is its “Architecture of participation”, that encourage users to actively contribute content, to share information, to collaborate and to add value to the application as they use. Being participation centered, Web2.0 applications are often referred to as Social Software or Social Media.

(Dion Hinchcliff)

The Problem

• “Web 2.0 efforts often fail to launch or to reach expected heights of usage. Executives who are suspicious or uncomfortable with perceived changes or risks often call off these efforts. Others fail because managers simply don’t know how to encourage the type of participation that will produce meaningful results.”

(Six ways to make Web 2.0 work, McKinsey)

Help from the top

• “Build it and they will come”? Wrong.

• Business leaders as participants and role models – Right.

• Evangelizing the benefits of Web2.0 technologies to mid-level managers – a must.

• Creating an environment of trust.

Objectives and Goals

IT Scale Strategy

Source: Aconado

Align with the Workflow

• “Participatory technologies have the highest chance of success when incorporated into user’s daily workflow” (McKinsey)

Participants and Partners

• Recruit valuable participants at an early stage.

• Encourage participants, but not with bonus pay.

Design

• Enterprise2.0 tools should have the same look and feel as Web2.0 tools.

Lessons learnt at BT• Focus on value not risk!

• Start anywhere … start immediately

• Start small and build slowly – follow the energy of yes through the network

• We learn what works by doing the work … so … let users try as early as possible – ‘warts and all’ – succeed or fail quickly … and cheaply!

• Engage legal/HR/security early … and emphasise evolution not revolution

• Have realistic expectations … the intranet is not the internet!

• Harness the enthusiasm of the enthusiastic … especially if senior

• Sometimes … ‘the only form of transportation is a leap of faith’!

…proceed until apprehended!

יאפיין את השינוי 2.0"המעבר לווב יעבור בשנתיים ITשעולם ה-

הקרובות"

(דארקו הרליק, סגן נשיא לטכנולוגיות, גרטנר)

To sum things up

• Enterprise2.0 is here to stay.

• Enterprise2.0 holds tangible benefits.

• The adoption process of Enterprise2.0 is very different from the implementation processes of “0.1” productivity technologies. It necessitates an adequate Architecture of Participation.