Web 2.0: towards collaborative intelligence in the enterprise

Lee Bryant - lee@headshift.com - Headshift, London

www.headshift.com

headshiftis a social software consulting and development group who apply emerging tools and ideas to the real-world needs of organisations:

consulting & engagementprototyping and experimentationdevelopment and integration

We are wasting a lot of brain power in large organisations

• Most knowledge is created and

exchanged in the informal space

• We work using peripheral vision and intuition within networks

Our IT systems do not understand how we work

• Better awareness• More effective collaboration• A culture of participation• Better individual decision making

What matters inside large organisations

A new generation of social tools is emerging…

These tools are now enterprise-ready

Sui

Wiki platforms

Sui

Blogging tools

Sui

Combined suites

Sui

Newsfeeds / RSS

Sui

Custom build

• Systems integration• API connectors• Intranet-based• Blended solutions• “Situated” software

• Fast, cheap, iterative delivery

• Networked individualism not centralisation; self-interest drives growth

• Use network effects for collective benefit

• Combination of ecosystem of tools, data and services, not ‘one tool to rule them all’

Key characteristics of social software

Where enterprise social tools are heading

• Lightweight, social interface onto corporate systems and info

• Social newsreading and filtering to create collective intelligence

• Feeds and flows, not content objects or knowledge stores

• Business social networking

• More intimate, personalised information for clients

Social reading, writing and filtering

Social reading, writing and filtering drives relevance • Others can share what you blog, link to or read• Collaborative filtering based on social networks, tags,

sources and attention data from readers• Over time, information begins to find you, not vice versa

• Project began as a 3-month pilot for 3 groups - 20 months later we have around 30 groups

• Blended solution using two products + custom code + integration with internal systems

• Seen within the firm as a great success that will inform the next generation of knowledge and information sharing systems

Case study: social tools in a leading law firm

Group blogging as the centre of gravity

The importance of trusted communities

Newsfeed aggregation

Wiki spaces: Library Services

Wiki spaces: enquiry handling

Social bookmarking & tagging

How we started

We began by exploring:• group cultures• tasks, goals & needs• information landscapes• interaction styles• existing workflows• real-world scenarios

Addressing common scenarios

Current success measures

• Increasing number of posts over first year

• High readership on receipt of alerts

• Diversity of readers and contributors

• Meeting initially defined business objectives:

• Self help and shared ownership – less admin

• More member awareness and action

• More pro-active communication

• 30% of the organisation are in one or more groups

Some other use cases for social tools

Information & knowledge sharingAd hoc conversations and Q&AsCompetitive intelligenceEmployee to employee communicationSharing knowledge within groupsStoring and finding informationWorking with contractors or partners

Team collaborationCreating and editing documentsDocumenting and organising workProject collaboration

Innovation and R&DInnovation networksPrediction marketsRapid prototypingSocial newsreading and bookmarking

External communicationIssue managementParticipation via extranet / websiteRecruitmentThought leadership

Internal communicationsInternal issue managementIntranet development/replacementLeadership communicationTraining and personal development

Marketing and PRCampaign managementEngaging with customers and mediaMonitoring brands and marketsPromoting a product or serviceSocial networking

Thank you! ... Questions ?

lee@headshift.comhttp://www.headshift.com

Photos courtesy of Flickr using Creative Commons license

http://www.flickr.com/photos/dplanet/94442623/http://www.flickr.com/photos/arbron/77094898/http://www.flickr.com/photos/jurvetson/105123875/http://www.flickr.com/photos/kacey/252912749/ http://www.flickr.com/photos/victoriapeckham/164175205/ http://www.flickr.com/photos/markrjones/47761183/ http://www.flickr.com/photos/sgt_spanky/35811144/ + screenshot from http://labs.digg.com/swarm