b u s iness proc y s t e web 2.0 for organizationsweb 2.0...

Web 2.0 for OrganizationsWeb 2.0 for Organizations --Chances and Risks from theChances and Risks from the

Perspective of KnowledgePerspective of KnowledgeManagementManagement

European ForumEuropean Forum AlpbachAlpbach

August 17August 17thth, 2008,, 2008, AlpbachAlpbach

Prof. Dr. Ronald MaierProf. Dr. Ronald Maier

Innsbruck University School of ManagementInnsbruck University School of Management

Information SystemsInformation Systems

ManagementInformation

Systems

Information Systems

Leadership

Knowle

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Ronald Maier

University of Innsbruck 2

ManagementInformationSystems

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OverviewOverview

•• Knowledge Work and ManagementKnowledge Work and Management

–– Knowledge WorkKnowledge Work

–– Knowledge ManagementKnowledge Management

•• Web 2.0Web 2.0

•• Designing Knowledge InfrastructuresDesigning Knowledge Infrastructures

•• Chances and RisksChances and Risks -- ConclusionConclusion

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Relevance of Knowledge WorkRelevance of Knowledge Work

• Origin: knowledge workerDrucker 1979

• Knowledge workers replaceindustrial workers as the largestgroup of the work force.Sveiby 1987 and 1997, 26ff

• In 2008, about 80% of workers are employed in the service sectorin the United States or about 72% in Germany or 69% in Austria respectivelyU.S. Department of Labor; http://www.statistikportal.de/; Statistik Austria

• “Creative Class”: 62.5% of workers in Copenhagen, 47.1% in Amsterdam,43.9% in Barcelona and 42% in Vienna are employed in knowledge-intensive areasA Roland Berger study, cited from DER SPIEGEL, 20.08.2007, 98-112

• Work is increasingly or exclusively based on information.

source: Wolff 2005

http://www.statistikportal.de/;

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Knowledge Management Focus AreasKnowledge Management Focus Areas

Maximize Building andValue Reallocation ofIntellectual Capital

Maximize Use ofKnowledge AssetsOperational Effectiveness

Maximize Effectivenessof People-centricLearning Organization

Use IT and IM to Maximizethe Capture,Transformation, Storage,Retrieval and Developmentof Knowledge

IM & ITFocus

EnterpriseEffectivenessFocus

IntellectualAssetFocus

PeopleFocus

according to Wiig 1999, 158

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OverviewOverview


•• Web 2.0Web 2.0

–– What is Web 2.0?What is Web 2.0?

–– Web 2.0 Success StoriesWeb 2.0 Success Stories

•• Designing Knowledge InfrastructuresDesigning Knowledge Infrastructures


image source: Markus Angermeier 2005 http://kosmar.de/archives/2005/11/11/the-huge-cloud-lens-bubble-map-web20/

http://kosmar.de/archives/2005/11/11/the-huge-cloud-lens-bubble-map-web20/

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• 1,4 billion Internet users worldwide in 2008 (22% of world population)www.internetworldstats.com

• >50% of all Europeans are regular Internet users – growing strongEU Commission i2010 report

• “Web 2.0 is the business revolution in the computer industrycaused by the move to the Internet as platform,and an attempt to understand the rules for success on that new platform.Chief among those rules is this:Build applications that harness network effectsto get better the more people use them.”Tim O’Reilly

• “I think Web 2.0 is of course a piece of jargon,nobody even knows what it means.If Web 2.0 for you is blogs and wikis, then that is people to people.But that was what the Web was supposed to be all along.”Tim Berners-Lee

A Revolution? …A Revolution? … OrOr PlainPlain Old World Wide Web?Old World Wide Web?

sources: joevans.pbwiki.com/f/web-20.jpg, http://radar.oreilly.com/2006/12/web-20-compact-definition-tryi.htmlhttp://www-128.ibm.com/developerworks/podcast/dwi/cm-int082206.txt

Definitely A New Hype!

http://www.internetworldstats.com/

http://radar.oreilly.com/2006/12/web-20-compact-definition-tryi.html

http://www-128.ibm.com/developerworks/podcast/dwi/cm-int082206.txt

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PopularityPopularity ofof Web Sites & UserWeb Sites & User--Generated Content (de)Generated Content (de)

for the time frame 01-06/2008; source: IVW 2008

0

5.000.000.000

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PopularityPopularity ofof Web Sites & UserWeb Sites & User--Generated Content (de)Generated Content (de)

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Page Impressions (PI) PI User-generated Content

for the time frame 07/2008; source: IVW 2008

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data is theIntel Inside(Infoware)

• the network as platform, spanning all connected devices• Web 2.0 applications make the most of the intrinsic advantages of that platform

WhatWhat Is Web 2.0?Is Web 2.0? ConceptsConcepts andand PrinciplesPrinciples

also: O'Reilly 2005b

• provide user-generatedcontent and services ina form that allowsremixing by others

• "architecture of participation“

consume andremix data frommultiple sources

end of thesoftware

release cycle(continuous

development)

deliver rich userexperiences by goingbeyond the pagemetaphor of Web 1.0

Web as a platform

harnessingcollective

intelligence(networkeffects)

rich userexperience(Webtop vs.

Desktop)

• deliver software as acontinually-updatedservice

• users asco-developers

lightweightprogramming

models(reusability)

software abovethe level of asingle device

(device-independent)

• device-independentsoftware/services

• integration of phones,car computers etc.

• allow for looselycoupled systems

• think syndication, notcoordination

• design for "hackability"and remixability

• innovation in assembly

people(user-generated content)

technology(e.g., AJAX, RSS, Mash-ups)

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Web 1.0Web 1.0 andand 2.02.0 ComparedCompared II

Web 1.0

publishing(Britannica Online)

contentmanagement(Xims)

personalwebsites

participation(Wikipedia)

Web 2.0

blogging

Wikis(project Wiki)

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Web 1.0Web 1.0 andand 2.02.0 ComparedCompared IIII

Web 1.0

directories/taxonomies(Yahoo Directory)

screenscraping

stickiness(www.bbc.co.uk)

tagging/folksonomy(flickr)

Web 2.0

syndication(iGoogle)

servicecomposition

http://www.bbc.co.uk/

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Web 2.0Web 2.0 -- Success Stories ISuccess Stories I

Carr 2008, 130-132Facebook 2008

PlentyofFish• created in 2003, largest dating service with 300,000 active

users, 600 million page visits a month with 1 employee

Youtube• founded in February 2005, launched in December 2005• Fall 2006: 100 million clips watched a day, 65,000 new clips a

day with 60 employees• November 2006: Google bought Youtube for 1,65 billion US$

Facebook• founded in February 2004• 60 billion page impressions per

month in 2007• August 2008: 90 million active

users*, more than 600 employees

* users who have returned within the last 30 days

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Web 2.0Web 2.0 -- Success Stories IISuccess Stories II

Sun• documentation of Comms Suite published on Sun Wiki in 2008

• Wiki comments and direct contributions from customers

• immediate impact on shape, direction & content of documentation

Dell

• low customer satisfaction and negative Blog posts

• community initiative:• Blog for customers (IdeaStorm) for product suggestions & problem warnings• B2C-Blog (Direct2Dell) to enhance communication to customers• community Blog & forum to help fellow customers fix problems

• negative Blog posts dropped from 49% to 22%

Jarvis 2008Skrocki 2008

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OverviewOverview


•• Web 2.0Web 2.0

•• Designing Knowledge InfrastructuresDesigning Knowledge Infrastructures–– Knowledge MaturingKnowledge Maturing

–– Knowledge TypesKnowledge Types

–– Knowledge ProcessesKnowledge Processes

–– Knowledge ServicesKnowledge Services


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Knowledge Maturing ProcessKnowledge Maturing Process

Source: Maier et al. 2008, after Maier/Schmidt 2007

instruction

pass-onstatus

arrange, certifytranslating

learn,

learningobject

course

test

in-form-ation

comprehendpower

formalize, approveexpressing

casedebriefing

lesson learntgood / bestpractice

investigation

acquirecuriosity, creativity

explore, experimentmonitoring

idea

knowledgemap

news

individuation

defendself-realization

appropriate, commitpersonalization

personalknowledgeroutine

personalexperience

bondsocial belonging

endorse, validate, sharenetworking

communityartifact

expertadvice

interaction

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TypesTypes –– ProcessesProcesses -- ServicesServices

source: Maier 2007, 624

process

service

typeprojectreportslessonslearnt

investi-gate

inte-grate

inter-act

find expertsubmit idea

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TypeType –– Knowledge ElementsKnowledge Elements

Examples– link in a personal collection, annotation to a

resource *

– (online) * note with write-up of personal experience

– skill description

– email or instant message with an idea, proposal,expert’s opinion, solution to a specified problem,

– profile or relationship in social networkingplatform *

– contribution to forum, newsgroup, Wiki, Weblog,micro-blog or other form of CMS *

– (online) * document with some form of formalizedknowledge,

– a prototype in a CAD data base

– a model of e.g., a business or knowledge process,

– a learning object in a learning CMS

– an evaluation or comment to one of theseelements *

source: Maier 2007, 286-289* related to Web 2.0

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88--II--Services in an EnterpriseServices in an Enterprise KnowledgeKnowledge InfrastructureInfrastructure

interactioninitiation,

networking,communication,

communities

service improved by Web 2.0

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ProcessProcess –– BusinessBusiness andand KnowledgeKnowledge ProcessesProcesses

source: Maier 2007, 214part of process improved by Web 2.0

knowledge process

externalizeknowledge

applyknowledge

knowledge-intensive operative business process

knowledge-intensive operative business process

feedb

ack

improveknowledge

valueknowledge

(re-)applyknowledge(re-)applyknowledge

submit

search

sear

ch

organize& refine

knowledgestore

knowledgedistributeknowledge

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OverviewOverview


•• Web 2.0Web 2.0

•• Designing Knowledge InfrastructuresDesigning Knowledge Infrastructures•• Chances and RisksChances and Risks -- ConclusionConclusion

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ChancesChances andand RisksRisks

Con – Risk Pro – Chance

difficult data protection due to opening ofcompany data

easy access to data (wishes, trends) fromcustomers and partners

Web 2.0 applications introduce new and morecomplex security risks

company applications benefit from comple-mentary contents on the Web (Mash-ups)

employees waste time by creating andreviewing content of eventually low quality

employees gain time by efficient internalcommunication

accelerated spread of bad reputation e.g., bycustomers

more accurate perception of own image andappropriate reactions

head hunters get access to company’sexperts

efficient recruiting of personnel

faster transport of information to competitors faster transport of information to customers,partners and stakeholders

can cause legal disputes public exchange of opinions creates trust andcredibility

changing customer behavior may lead to lossof business

flexible adoption of new technologies maycreate new business

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ConclusionConclusion

• Knowledge work is multi-faceted, its systematic designpromises substantial productivity improvements.

• Web 2.0 offers a plethora of user-generatedcontent, technologies and services ready fordeployment by companies.

• Their composition requires the comprehensiveperspective of an enterprise knowledgeinfrastructures (EKI).

• EKI design demands concepts forknowledge types, processes and services.

process

service

type

projectreportslessonslearnt

investi-gate

inte-grate

inter-act

find expertsubmit idea

• The knowledge maturity framework is a macro-leveldescription of interconnected learning processescreating awareness for chances/risks of Web 2.0.

individuation interaction in-form-ation instructioninvestigation

acquirecuriosity, creativity

explore, experimentmonitoring

bondsocial belonging

endorse, validate, sharenetworking

comprehendpower

formalize, approveexpressing

pass-onstatus

arrange, certifytranslating

learn,

idea

knowledgemap

communityartifact

casedebriefing

lesson learnt

learningobject

course

defendself-realization

appropriate, commitpersonalization

personalknowledgeroutine

personalexperience

good / bestpractice

expertadvicenews test

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JoinJoin Us!Us!

more about these exciting topics in

Master of Information Systems

starting in October 2008

contact: [email protected]

mailto:[email protected]

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ReferencesReferences

• Maier, R. (2007). Knowledge management systems. Information and communication technologies for knowledge management. 3 ed.Berlin: Springer.

• Maier, R., Hädrich, T., Peinl, R. (2008). Enterprise knowledge infrastructures. 2 ed. Berlin: Springer (in preparation).• Drucker, P. F. (1994). The age of social transformation. The Atlantic Monthly, 274(5), 53-80.• Facebook (2008). Facebook Press Room. URL: http://www.new.facebook.com/home.php#/press.php, last access: 05.08.2008.• IVW (2008). IVW Online-Nutzungsdaten. URL: http://www.ivw.eu/, last access: 07.08.2008.• Jarvis, J. (2007). Dell Learns to Listen. 17.10.2007, URL:

http://www.businessweek.com/bwdaily/dnflash/content/oct2007/db20071017_277576.htm?chan=top+news_top+news+index_top+story,last access: 05.08.2008.

• Maier, R., Schmidt, A. (2007). Characterizing Knowledge Maturing. A Conceptual Process Model for Integrating E-Learning andKnowledge Management, in: Gronau, N. (ed.). Proceedings of the 4th Conference on Professional Knowledge Management. Potsdam.

• Maier, R., Thalmann, S. (2008). Institutionalized Collaborative Tagging as Instrument for Managing Maturing Learning and KnowledgeResources, to appear in: International Journal of Technology-Enhanced Learning.

• Murugesan, S. (2007). Understanding Web 2.0, IT Professional, 9(4), 34-41.• O'Reilly, T. (2005a). Web 2.0 Compact Definition, URL: http://radar.oreilly.com/2005/10/web-20-compact-definition.html, last access:

05.08.2008.• O‘Reilly, T (2005b). What Is Web 2.0. Design Patterns and Business Models for the Next Generation of Software, 30.9.2005, URL:

http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html, last access: 05.08.2008.• O’Reilly, T. (2007). What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software. COMMUNICATIONS &

STRATEGIES, no. 65, 1st quarter 2007.• ÖWA (2008). URL: http://www.oewa.at/index.php?id=7614, last access: 08.07.08.• Parise, S. [et al.] (2008). Marketing Using Web 2.0, Proceedings of the 41st Hawaii International Conference on System Sciences, URL

http://csdl2.computer.org/comp/proceedings/hicss/2008/3075/00/30750281.pdf, last access: 06.08.09.• Skrocki, L. (2008). Sun Wikis Success Stories. URL: http://blogs.sun.com/lskrocki/entry/sun_wikis_success_stories, last access:

06.08.2008.• Schultze, U. (2000). A Confessional Account of an Ethnography about Knowledge Work, in: MIS Quarterly, Vol. 24, No. 1, 2000, 1-39.• Sveiby, K.-E. (1997). The New Organizational Wealth. Managing and Measuring Knowledge-Based Assets, San Francisco 1997.• Wiig, K. M. (1999). What future knowledge management users may expect. Journal of Knowledge Management, 3(2), 155-165.• Wolff, E. N. (2005). The growth of information workers. Communications of the ACM, 48(10), 37-42.

http://www.new.facebook.com/home.php#/press.php

http://www.ivw.eu/

http://www.businessweek.com/bwdaily/dnflash/content/oct2007/db20071017_277576.htm?chan=top+news_top+news+index_top+story,

http://radar.oreilly.com/2005/10/web-20-compact-definition.html

http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

http://www.oewa.at/index.php?id=7614,

http://csdl2.computer.org/comp/proceedings/hicss/2008/3075/00/30750281.pdf

http://blogs.sun.com/lskrocki/entry/sun_wikis_success_stories

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