Social Computing, Wikis & BlogsSocial Computing, Wikis & Blogs

How will this trend affect law firms?How will this trend affect law firms?

www.microsoft.com/professionalservices

SharePoint SymposiumSharePoint SymposiumJune 18, 2009June 18, 2009

Mark Beckmann, MicrosoftMark Beckmann, MicrosoftChad Ergun, Independent ConsultantChad Ergun, Independent ConsultantStuart Kay, Baker McKenzieStuart Kay, Baker McKenzie

Agenda Agenda

Social Computing and SharePoint Social Computing and SharePoint PlatformPlatform

Current applications of social Current applications of social computingcomputing

Opinions and discussion on the future Opinions and discussion on the future of social computing, blogs & wikisof social computing, blogs & wikis

1st Wave 2nd Wave 3rd Wave: Social Computing

Social computing represents the Social computing represents the next wave of collaborationnext wave of collaboration

“Social Computing is not a fad. Nor is it something that will pass you or your company by. Gradually, Social Computing will impact almost every role, at

every kind of company, in all parts of the world. Firms should approach Social Computing as an ongoing learning process, using some of the best practices of firms

that have successfully taken the first steps.”1

- Forrester Research1 Source: Forrester Research, Inc. “Social Computing - How Networks Erode Institutional Power, And What to Do About It”, February 2006

Microsoft's Approach to Social Microsoft's Approach to Social ComputingComputingA set of integrated capabilities and servicesA set of integrated capabilities and services

Secure, Well-Managed Infrastructure

BusinessIntelligence

Enterprise Content

Management

Collaboration Enterprise Search

UnifiedCommunication

s

Workflow Search BusinessData

Catalog

ExtensibleUI

OpenXML FileFormats

Website andSecurity

Framework

Blogs, Wikis, Discussions, Feeds, Social Networking, Profiles, Presence, (Tagging, Flagging, Rating)

Social Computing Capabilities and Services

Core Elements of Social ComputingCore Elements of Social Computing

Aggregation & Social Feedback

Search

Profiles – My Sites

Core Elements of Social ComputingCore Elements of Social Computing

RSS

Tagging

Social Bookmarking

Rating

Drivers For Social ComputingDrivers For Social Computing(Across Industries)(Across Industries)

Drive collaboration & social interaction

Capture & share tacit knowledge

Discover content in new ways

Capture the “wisdom of

the masses” via

social feedback

Build a sense of

connection to the

company

Microsoft BlogsMicrosoft Blogs

Microsoft BlogsMicrosoft Blogs

Social Computing within LegalSocial Computing within Legal

Common Themes Heard:Common Themes Heard:Limited interest if an activity is not Limited interest if an activity is not billablebillable

Recent hires tend to demand/drive usageRecent hires tend to demand/drive usage

Blogs can help grow external outreachBlogs can help grow external outreach

But content quality, management and But content quality, management and discovery risks pose a concerndiscovery risks pose a concern

Tools need more robust process controlsTools need more robust process controls

Social Computing, Wikis and BlogsSocial Computing, Wikis and Blogs

Wikis are currently best applied for shorter term Wikis are currently best applied for shorter term projects or collaborations that do not have a great projects or collaborations that do not have a great deal of document sharing and long-term document deal of document sharing and long-term document storage needsstorage needs

Many business wikis seem to arise from grassroots, Many business wikis seem to arise from grassroots, tech-worker-led implementations because for tech-worker-led implementations because for technology workers, “pecking order is by technology workers, “pecking order is by knowledge,” not job titleknowledge,” not job title

Social Computing, Wikis and BlogsSocial Computing, Wikis and Blogs

Wikis and Blogs should meet business needsWikis and Blogs should meet business needs

Need a champion and support for long-term Need a champion and support for long-term successsuccess

Storytelling and peer-pressure to expand Storytelling and peer-pressure to expand

User-friendly technology (WYSIWYG editing, simple User-friendly technology (WYSIWYG editing, simple search and easy posting)search and easy posting)

Integration with 3Integration with 3rdrd party tools and solutions party tools and solutions

Initially requires constant monitoringInitially requires constant monitoring

Brand it accordinglyBrand it accordingly

What are the top advantages of What are the top advantages of participating in an online legal participating in an online legal

professional network?professional network?

*Conducted by LeaderNetworks –June 2008

What is the most effective method What is the most effective method currently in use for finding new currently in use for finding new

business?business?

*Conducted by LeaderNetworks –June 2008

How many times do you access How many times do you access the following sites during a the following sites during a

typical workday?typical workday?Mean Summary Hours Per DayMean Summary Hours Per Day

*Source WorldOne Research–June 2008

Has the following increased or Has the following increased or decreased your decreased your

productivity?productivity?Percentage ‘Increase’of total respondentsPercentage ‘Increase’of total respondents

*Source: WorldOne Research–June 2008

The Calculus of Blogs & The Calculus of Blogs & Wikis in Law FirmsWikis in Law Firms

Stuart KayStuart KayDirector, Global Business SystemsDirector, Global Business SystemsBaker & McKenzieBaker & McKenzie

Herding CatsHerding Cats

AutonomyAutonomy – 89 – 89thth percentile – resist percentile – resist being managed, bridle at being told being managed, bridle at being told what to dowhat to do

ResilienceResilience – 90% in lowest half – – 90% in lowest half – defensive, hypersensitive to defensive, hypersensitive to criticism, resist feedbackcriticism, resist feedback

SkepticismSkepticism – 90 – 90thth percentile, 30% percentile, 30% higher than average – cynical, higher than average – cynical, judgmental, questioning, judgmental, questioning, argumentative, less trustingargumentative, less trusting

Herding CatsHerding Cats

SociabilitySociability – 12.8% compared to – 12.8% compared to community average 50% - rely on community average 50% - rely on existing relationships, prefer to deal existing relationships, prefer to deal with informationwith information

UrgencyUrgency – 20% higher than average – 20% higher than average – “efficient” relationships, seek – “efficient” relationships, seek efficiency & economy in everything, efficiency & economy in everything, impatientimpatient

Larry Richard, Herding Cats: The Lawyer Personality Revealed, 2002

The Calculus of BlogsThe Calculus of Blogs

Incentive Short Term Long Term

Fashion / Peer Pressure 1 0

Ego 3 1

Reputation 1 4

Business Prospects 0 3

Learn / Change -3 -1

Risk Aversion -2 -1

Effort -1 -4

6 minutes -1 -3

Ta da… -2 -1

The Calculus of WikisThe Calculus of Wikis

Incentive Short Term Long Term

Fashion / Peer Pressure 0 0

Ego 0 1

Reputation 0 3

Business Prospects 0 1

Learn / Change -3 -2

Risk Aversion -1 -1

Effort -4 -1

6 minutes -4 1

Ta da… -12 2

Open Discussion, Q & AOpen Discussion, Q & A

What opportunities and challenges What opportunities and challenges are you seeing in your firms?are you seeing in your firms?

How are you attempting to implement How are you attempting to implement social computing? Success? Failure?social computing? Success? Failure?

What are the best practices?What are the best practices?

ResourcesResources

MSDN BlogsMSDN Blogsblogs.msdn.com/default.aspx

Barry BriggsBarry Briggswww.edithere.com/barry/

OpenXMLOpenXMLwww.openxmldeveloper.org

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