transforming intranets with social software to drive performance and value for intranets2012
DESCRIPTION
My presentation at the Intranets2012 conference in Sydney, Australia this week. I explore how intranets are becoming more social and driving business opportunities and value.TRANSCRIPT
Rethinking Intranets as Social Workplaces
by Dion Hinchcliffe
® 2010 Dachis Group. Confidential and Proprietary
Collaboration Strategy Process for T. Rowe Price
Social Business by Design• Published May, 2012• From John Wiley & Sons• The definitive management
strategy guide and handbook on social business.
• Based on real-world experience.
• The most complete and business-focused statement on what social business is and why it’s strategically vital.
• Recently #1 in Amazon’s Hot New Releases
• Companion Web site at
2
http://socialbusinessbydesign.com
® 2012 Dachis Group 3
Introduction
Dion Hinchcliffe• ZDNet’s Enterprise Web 2.0
• http://blogs.zdnet.com/Hinchcliffe
• ebizQ’s Next-Generation Enterprises• http://www.ebizq.net/blogs/enterprise
• EVP of Strategy• http://dachisgroup.com
• mailto:[email protected]
• : @dhinchcliffe
Spring 2012
Overview
• Examination of social computing strategies
• With a focus on Enterprise 2.0 and social intranets
• Pragmatic exploration of how they can best promote effective business results
• We’ll look for evidence of which techniques work best.
• We’ll talk about how to realize them.
® 2010 Dachis Group. Confidential and Proprietary
Intranet Congress
The Social Business Council
• Over 200 large firms• Practitioners of
Social Business and Enterprise 2.0
• Only companies with over 10,000 employees (in Europe 5,000)
• Our research and insight into these hundreds of firms drive best practices and lessons learned
® 2010 Dachis Group. Confidential and Proprietary
Intranet Congress
® 2010 Dachis Group. Confidential and Proprietary
Intranet Congress
Social Intranet Budget Sizes
Source: The 2.0 Adoption Council
Intranet Congress 2011
The drivers for next-generation business
• Pervasive global connectivity
• New friction-less interaction platforms
• Focus on network effects
• Information superabundance
• Inherent transparency, openness, and broadcast
• The rise of social capital
Social As A Global Trend
The Map of Social Business Opportunity
Creating new rapid growth online products powered by:• Peer Production• Jakob’s Law • The Long Tail• Blue Ocean• Network
Effects
Reinventing the customer relationship to drive revenue:
• Customer Communities• Customer Self-Service• Marketing 2.0
Driving costs down through less expensive, better 2.0 solutions:
•Lightweight IT/SOA•Enterprise mashups•Expertise Location•Knowledge Retention
Improving productivity and access to value:
•Enterprise 2.0•Open APIs•Crowdsourcing•Prediction Markets
Business Remodeling and Restructuring
•BPM 2.0•Employee Communities•Cloudsourcing•Pull Systems
Change Management•Transformation Communities•2.0 Education•Capability
Acquisition
Fostering Innovation
•Internal Innovation Markets•Open innovation•Database of Intentions
Leveraging Innovation•Product Incubators•Open Supply Chains•Product Development 2.0•Some Rights Reserved
Innovation
Transformation Cost Reduction
Growth
Current Business
State
• Workers are not likely to collaborate very often if they are more than 50 feet apart:
• Even with traditional electronic aids such as telephone, e-mail, and remote video
The 50 Foot Collaboration Rule
Surmounting this obstacle is now
possible with newer collaboration techniques
Take Away:
Motivation and Trends• Knowledge workers currently spend 20% of their
time looking for the information they need to do their jobs (1 day a week) Source: Forrester
• Intranets have frequently failed to address the informational and collaborative needs of workers. Most are relatively static and infrequently updated.
• Approximately 42% of the economies of developed nations are “tacit interactions”, meaning complex collaborative problem solving carried out by knowledge workers. Source: McKinsey
• Organizations that adopt new collaborative tools like social for several years see the amount of reusable knowledge grow much more rapidly that before. Source: Jive
• Between 80%-90% of the information that organizations have spend hundreds of billions collecting in IT systems over the last 30 years is inaccessible by most workers. Source: Various including Gartner, IDC, others
Goal: Address these issues and make information easier to find/share as well as faster to access while also improving knowledge flow between associates.
Other drivers of social IT and business
• Drivers- Downturn- Growing Tech/Business Gap- Low IT success rates- Costly solutions- Failure of centralization
13
What are the key elements of a social intranet platform?
• A holistic social view community that meets business needs
• Software that puts people and their relationships at the core of their function
• User profiles that list all of the connections you have with others
• Activity streams that display an ongoing set of events and messages taking place in your social environment
• Other social applications that makes most activity public by default
Microblogs
BusinessTradingPartners
World Wide WebCustomers + Public
Trust, Engagement, Reputation
The Social Web
Public Social NetworksInteraction and Social Business
E2.0 Workflow
Unified Comm 2.0
E2.0 Compliance
Community Mgmt Social Web Tech & Standards
Us
B2C
B2B
CustomerCommunities
WorkerOnline
Community
Driving the Agenda:Today’s Social Networking
Landscape
1-2 billion people
Internal vs External Social Networking
Becominghighly
porous
The Evolution of theEnterprise Intranet
Welcome page with essential company information1.0
Bulletin board with basic company communications1.1
Corporate newsletter with news items & simple doc management1.2
Help desk with simple transactional features (employee directory)
1.3
Corporate apps - More complex transactions like eHR and self-service1.4
1.5 Enterprise portal - Integrated identity, content, and applications
Basic social features such as limited blogs, wikis, and discussion forums2.0
Social networking - User profiles, activity streams, and microblogging2.1
Social operating system - Social apps drive internal and external work2.2
1990s
2000s
2010s
From http://blogs.zdnet.com/Hinchcliffe
Most organizations
are here today
•Basic intranet presence • Informational directories•Content push
Theme
•Content management•Self-service•Productivity apps
Theme
•Peer information sharing•Collective intelligence•Social business solutions
Theme
What might a socialintranet look like?
What Matters
My Activity Stream
My Workstreams
Due
Due
Soon
Soon
Future
Future
My RecentSocial Objects
A Social/Collaborative “Dashboard”
My Trending Events
Ad Hoc Process-Oriented Content-Oriented
•Central focus for daily work•Safety net for structured processes•Accounts for all three major types of
work activities (ad hoc, process-related, and doc-centric)
A
SocialObjects
(Content Types)
•Most common content types (reports, support cases, new product ideas, project documents, etc.)
•Decorated with metadata (categories, tags, etc.)
•Attention stats•Discussion, rating, and ranking•VersioningMain Focus:
WorkforceActivity
Social IntranetContent
metadatarepository
treebrowser
Find
search engine
Create
Activity Stream
Edit Organize
B
• Easily accessible social content repository (intranet)•Created through ad hoc, process-oriented, and content-
oriented activities in social tools or office productivity docs•Makes discovery and reuse of intranet content very easy
(creates high ROI)
VersionDiscuss
Request
tagcloud
•Status updates and microblog posts from associates•Narration of all work with social objects•Trending business events
Main Focus:Business Knowledge
Becoming part of an ecosystem
Social Businessenterprise ecosystem
customers +world
business partners
workers
Dynamic Signal
Metafilter
Hivemind
Ecosystem
The significant social computing trends of the last half decade
Web 2.0Crowdsourcing
Social CRM
Enterprise 2.0
Social MediaOnline Communities
integrated vision
intra
net
extra
net
Inte
rnet
High value, high scale, cost effective, and emergent business
outcomes
The strategic application of social computing to enterprise challenges:Social Business Design
Source: Dion Hinchcliffe, Dachis Group, 2010 http://dachisgroup.com
Significant Recent Examples
• TransUnion - 50x ROI in high value scenarios
• IBM - 29% reduction in e-mail volume
• Siemens - Eliminating e-mail entirely
• GE - Entire company has transformed to enterprise social media + UC
® 2012 Dachis Group
6 Recent Large-Scale Examples
24
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Dachis Group
Source: Alcatel-Lucent
Status as of December, 2011
(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
Acquired Board Member
Sponsor
connect.BASFFirst Conceived by Internal Think Tank
Stand-Alone Solution Owners
Interdisciplinary Team
Involvement
Expert Communities &
Advocates
Go/No Go Decision for
Global Launch
Launch Communication
Concept Pilot Launch
2007 2008 2009 2010 2011
5K
10K
15K
20K
25K
30K
UserBase
Enterprise 2.0 Story
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Dachis Group
Burberry CEO Angela Ahrendts Explores Their Social Enterprise Vision With Salesforce CEO Marc Benioff at Dreamforce 2011
Stats: 6,600+ Workers | 10M+ Facebook Fans | 15,000 Partners
‘s End-to-End Social Business Effort
(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved.
Dachis Group
The Burberry Lesson
• Social business leads to better connection between workers and customers
• New types of sustained connections that result in business value
• Wall Street analysts credit the fashion firm’s social media strategy for a major rise in profit
21% Increase To The Bottom Line
Intranet Congress 2011
Case Study: Investment Banking
• Dresder Kleinwert Wasserstein (DrKW)
• Used for Prof. Andrew McAfee’s article introducing Enterprise 2.0
• Included both blogs and wikis– Uptake was not automatic
– “depended greatly on decisions made and actions taken by managers”
Intranet Congress 2011
The DrKW Story
• Pioneers in the IT department at its London office sent a program called Socialtext to several groups to see how it might be used to facilitate different IT tasks.
• The wiki program spread so quickly that DrKW then decided to launch its own corporate wiki.
• By October, 2006, the bank's 5,000 employees had created more than 6,000 individual pages and logged about 100,000 hits on the company's official wiki.
Intranet Congress 2011
Adoption Challenges at DrKW• Initial efforts at Dresdner confused employees
and had to be refined to make the technology easier to use.
• More important than tweaking the technology was a simple edict from one of the proponents: – “Don't send e-mails, use the wiki.”
• Gradually, employees embraced the use of the wiki, seeing how it increased collaboration and reduced time-consuming e-mail traffic.
Intranet Congress 2011
DrKW Continued
1) Ease of Use
2) Little or no upfront structure
Intranet Congress 2011
DrKW: The Role Managers Played• Providing a receptive culture
– “I’m not sure wikis would work in a company that didn’t already have 360-degree performance reviews”
• Offering a common platform– Reduced fragmentation and encouraged connections between different groups
• An informal rollout– Reduced constraints
and policy
• Managerial support– Leading by example
Intranet Congress 2011
Key Lessons Learned at DrKW• Lesson #1: Viral adoption works. Once one group became
committed wiki users, both companies say, the trend inevitably spread. – In March, 2006, the Dresdner Kleinwort wiki had 20,000 monthly hits. By October,
that number had quintupled, often because one unit convinced another to start using wikis.
• Lesson #2: Simple, clear messages about the tools and participation by leaders leads to the necessary behavior changes in employees
• Lesson #3: Not just better collaboration. A new type of collaboration:– It was “a watershed moment to find a tool that orchestrates a virtual free-flowing jam
session of ideas across different groups and units within the company—something that's crucial for an organization that thrives on out-of-the-box thinking.”
Intranet Congress 2011
Strategies for Driving Business Value with Social Intranets
10
Intranet Congress 2011
1Define Your Business Problem(s) 1st
Select Your Social Technology 2nd
Intranet Congress 2011
2 Understand Why Social Software Works and Focus on Those Aspects
network effects
social capital
social capital
weak ties
knowledge retention
Intranet Congress 2011
3 Effective discovery is a central pillar of a successful social workplace
enterprise search
emergent metadata
emergent metadata
social analytics
engineered serendipity
social data ecosystems
Intranet Congress 2011
4 Invest in a robust community management capability. It’s the keystone of a social intranet
guiding adoption
fostering a social culture
bringing groups insilos together
Intranet Congress 2011
5 Everyone needs a little collaborative literacy, make sure they get it.
culture of sharing
narrating work
observable workstreams
labeling for (re)discovery
Intranet Congress 2011
6 Social intranets aren’t like classical enterprise software; Actively encourage emergent and unintended consequences
help users apply social tools in new places
don’t overstructure
Intranet Congress 2011
7 Pick the right social platforms;social is not a single product.Also, it’s OK to get it wrong, once
2-5 major tools
governanceintegration
shootouts
Intranet Congress 2011
8 Don’t make it optional.Don’t make it a second class citizen.Provide clear usage policies.
SocialIntranet
But it won’t push out the old ways of doing business. At first.
Intranet Congress 2011
9 “You Can Skip the Pilot”; or“Your Pilot Is Your Rollout”
Go big
Two wave adoption
Learn a lot from early users(just as long as they’re your real users)
Intranet Congress 2011
10 Social intranets are a platform, not an app. Leverage the platform.
Jakob’s Law (Be Everywhere)
Build social business solutions
Users As Platform