Evolving Interactive Communication For Improved Collaboration - Anthony Bradley

Enterprise 2.0: Best Practices and Case Reviews Anthony Bradley

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Just Providing Social Tools = Failure An “provide and pray” approach has greater than a 90% failure rate Radical benefits result from delivering social solutions that enable thriving and productive communities. A social solution is the right tools targeted at a defined purpose

Transformation is far more than the technology

Best Practice 1: Have a Clear Purpose Three most important criteria for Social Application Success • Purpose, Purpose, Purpose No choice will impact success more than deciding what purposes to pursue Capture community “cause” Seed purpose catalyzes the community and leads to emergence

Be a Purpose Superhero

Public Web Examples Craig’s List, MySpace, facebook Keep the focus on human interactions–NOT technology

P

EPA: Well Formed Purpose Statement 1. 2. 3.

Directed at the community Clear and concise (less than a page long) Inspirational and instructive

Protect Our Local Waters Protect the water in your community by working together on how we treat our water drainage. We all live in a water drainage area and our individual, every-day actions can directly impact water quality in our neighborhoods and the nation. Do your part! We are hoping you will actively contribute through actions such as: Share your water drainage management challenges and find or request • assistance in overcoming them; Publish your water drainage management plan for others to learn from and to • provide input Contribute and expand upon best practices, case studies and lessons learned on • water drainage friendly behaviors and on taking actions to actively protect waterways; See what the community of water drainage organizations are doing so you can • better work with and learn from them; Post, access and comment on maps of your water drainage (with water • monitoring stations, land use types, water drainage boundaries, high-resolution aerial photography, and more)

Best Practice 2: Restrict Scope and Grow Scale Grow Grow or scale maintain scale • Quickly rally the community community • Keep engaged • No learning curve •• Advance Immediate value community •

Give them what they want

Counter Intuitive provide Less to grow more

Examples

Restrict Grow scope scope

• Craig’s List

•

• MySpace

• •• • •

Add purposes Clear minimal purpose (cause) Generalize

• Facebook

To rally the Emergence community More value from Speed deployment community

• LinkedIn • Etc. Time

Case 2: A-Space US Intelligence Social Network • A-Space (Analyst Space) is a social-networking site for intelligence analysts within 16 U.S. intelligence agencies. • DNI sponsored: Launched Fall of 2008 • Social networking and knowledge sharing • Focus on War on Terror with potential for any intelligence sharing • Tapped passions and people of all age are participating • Tied into the Intellipedia wiki • Also an example of a high security social solution Dr. Michael Wertheimer - DNI CTO emphasized starting small and growing incrementally

Best Practice 3: Value Unstructured Community Behaviors • People and community centric - Mindset: Can the community do it better? • From I, to team, to community productivity

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Leveraging the community is the value Let go of some control Messy, wasteful, inconsistent Intuitive, natural, emergent, and evolutionary

• Technology is the enabler – the community is the application • Mass collaboration is the differentiator • Processes, content, patterns, affinities, skills, efficiencies and social order(s) emerge and evolve

Tom Sawyer and Painting the Fence

Photo © 2005 TMAustin

Case 3: US Army CompanyCommand.com • Company Commanders collaboratively exploring scenarios where something goes wrong and on the spot “adapt and overcome” situation kicks in • Unstructured “off plan” exception handling and rapid response • Use latest technologies like microblogging (Twitter-like) • Collaborative development (learn quickly from each other) • Recognize “peer power”

Summary and Action 1. Focus on purpose, purpose, purpose 2. Build and execute on a purpose roadmap based strategy

3. Enable social applications don’t simply provide tools

4. 5. 6. 7.

Restrict scope to grow scale Never break Gall’s law. Adoption is #1 goal Recognize the power of communities Embrace and enable non-routine work

Significant business value from social applications requires thoughtful community design and concerted efforts. See "Toolkit Sample Template: PLANT SEEDS Checklist for Planning an Enterprise Web 2.0 Initiative "