Web 2.0: Trends in Collaboration, Innovation, and the Changing Workforce

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2 INV 102 Web 2.0: Trends in Collaboration, Innovation, and the Changing Workforce John Mullins Asia Pacific Executive, Advanced Collaboration

3 Just buzz words? 3

4 Changing expectations about the web Service, not software User-driven adoption Value on demand Low cost of entry Public infrastructure Tight feedback loop between providers and consumers Software as a SERVICE Web 2.0 SIMPLE user interface and data services COMMUNITY mechanisms Users add value Recommendations Social networking features Tagging User comments Community rights management Easy to use, easy to remix Responsive UIs (AJAX) Feeds (Atom, RSS) Simple extensions Mashups (REST APIs) 4

5 Social software has changed our daily lives Online marketplaces Blogs Photo sharing Wikis Social networking Social bookmarking Etc. Characteristics of social software Bottom-up methods are used to build vibrant communities Users are motivated and rewarded for participating User input increases the value of the service and drives interaction Simple user experience is prioritized over advanced features 5

6 Rating and feedback Consumer Reviews Trust: Reviewer history Offering preview includes ratings 6

7 Ratings and feedback The same idea applies to corporate content 7

8 Blogging Journal usually written from an individual point of view Topics can be anything: personal, professional, technical or political Can have very broad reach Can become a personal record of a career 8

9 Blending personal and professional interests 9

10 Wikis A Wiki is a collaboratively written web site Trivial access control: Any reader may edit anything on any page Obvious problems: vandalism, no fact-checking Yet it works anyway. WHY? 10

11 Increased sense of community Licensed under Creative Commons: 11

12 Capturing community knowledge 12

13 More effective sharing of corporate content 13

14 Tagging reveals what people know 14 14

15 Why tagging works Tagging taps into what people naturally do without creating a lot of work or requiring deep thinking For an individual, tags make it easier to find things Tags are flexible Tag clouds provide immediate social feedback Tag clouds give surprising insight into the content and the people Expertise can be revealed The real corporate taxonomy emerges 15

16 Syndication - Feeds Summary & Offline & Update Notification The Actual Thing 16

17 Feeds from Domino We can even deliver Domino data to less conventional readers, like itunes We can see the documents in the Domino discussion database through an ordinary feed reader 17

18 Enterprise mashups Competition Tracker / Web Site Sales Customer Trip Prep Data Center Administrator Mashup Collaborative Web App for Project Teams 18

19 Practical experience with Web 2.0 tools at IBM Profiles IBM s internal BluePages application holds 475,000 profiles and serves 3.5 million searches per week, 1.5 million profile views per day. It is the hub of both user requests and all app authentication for IBM. Communities IBM Community Map hosts 900 communities. IBM Forums hold 147,000 threads and 410,000 messages. Blogs IBM s BlogCentral hosts 27,300 weblogs (420 group blogs) with 62,000 entries and 60,000 comments, and 10,800 distinct tags. Bookmarks IBM s internal Dogear system has 327,000 links from 8,511 users. One-third are intranet links and only 2.5% are private. Activities IBM s internal Activities service has seen all content and usage statistics grow to 25,000 activities, 180,000 entries and 53,000 users. 19

20 Creating a climate for successful adoption Choose groups which have the greatest need for sharing tacit knowledge: look for people involved in researching technology or market trends look for people tasked with generating new product or service proposals Cross-discipline interactions (e.g. policy makers + researchers) Seed the effort with information mavens A few blogs account for most of the readership, so create incentives for the few Establish conduct guidelines When you blog, are you speaking as an individual or an official? Is it okay to keep personal bookmarks in the system? What topics are fair game for communities? How will you monitor this? 20

21 Case studies and references Connect and Develop (P&G) InnoCentive (Eli Lilly) Innovation Scouts (Merck) YourEncore Andrew McAfee, Enterprise 2.0: The Dawn of Emergent Collaboration, MIT Sloan Management Review, Spring 2006 Wall Street Journal, Before Netters, After Netters, and Generation Exhibitionist, June 4, 2007 Zemke, Raines, Filipzcak, Generations at Work, Managing the Clash of Veterans, Boomers, Xers, and Nexters in Your Workplace. Lancaster and Stillman, When Generations Collide: Who They Are. Why They Clash. How to Solve the Generational Puzzle at Work. C. Hill, R. Yates, C. Jones, S. Kogan, Beyond predictable workflows: Enhancing productivity in artful business processes, IBM Systems Journal,

22 Q & A

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