Collaboration 2.0 : Interacting Profitably In a Connected World

David ColemanManaging DirectorCollaborative Strategies November 26 2007

©2007 Collaborative Strategies 2

How We did the Book

• Whole book took 6-9 months (that’s Fast)• Met Stewart on the “Value Networks” list• Met 2X physically (initial lunch,

NewWoW)• Used Collaborative tools, Near-Time,

Glance, Skype, etc.

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Section 1: Introduction and Definitions

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© 2006 Collaborative Strategies. All rights reserved.

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Proximal Collaboration

“When people are more than 50 feet apart, their likelihood of collaborating more than once a week is less than 10%.”

Thomas J. Allen, Managing the Flow of Technology: Technology Transfer and the Dissemination of Technological Information Within the R&D Organization, MIT Press, January 1984

Critical Definitions• Communication:• Interaction:• Collaboration:• Synchronous Collaboration:• Asynchronous Collaboration:• Community- common interest• Social Network - connection• Team or virtual workgroup – common

project

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Collaborative Data Model

• All collaborative interactions have to incorporate one or more of these four data types:– Structured Data (database)– Unstructured Data (e-mail, documents, etc.)– Conversations (IM, threaded discussions, etc.)– Tasks (actions in a project)

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4 Benefits of Collaboration

1. Saving time or money (tangible)2. Increasing quality (tangible…but less so)3. Innovating and/or providing decision

support (tangible but less than quality)4. Easing access to and interactions with

subject-matter experts (intangible)

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Holistic Approach to Collaboration

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Collaboration 2.0 Collaboration 1.0 Collaboration 2.0

• Focus on content• People find content on

web sites and portals• High security on web

documents and content• Seats and licenses• F2F is best for meetings• Interact w/ colleagues• Search (Google) is king

• Focus on interacting or sharing content

• People pull content through tags

• Blogs, wikis and transparency

• SaaS (Software as a Service)

• “Move bits not butts”• Web/data conferencing• Customer as partner

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Where are you? Collaboration 1.0 2.0

• 1.0 (phone, fax and e-mail)• 1.25 (I do a little 2.0, but mostly e-mail)• 1.5 (I am trying, but still stuck in 1.0)• 1.75 (I am taking my kid’s lead, and moving to

social networking, etc.)• 2.0 ( Blogs, wikis and social networks… oh

my!)

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©2007 Collaborative Strategies

Collaboration Assessment (handout)

Technology Economics Culture Politics Score = Score = Score = Score = Weight = 1 Weight = 2 Weight = 3 Weight = 4 Subtotal =Score X Weight

Subtotal =Score X Weight

Subtotal =Score X Weight

Subtotal =Score X Weight

+ =++Total

Section 2: Collaboration 2.0: New Types of Content to Manage

Unified CommunicationsThese technologies are all integrated into the

communication infrastructure of the enterprise– Audio (PBX, or IP-PBX)– Video (both room-based and web cams,

Telepresence, Immersive telepresence)– Web/data conferencing– IM (instant messaging, chat)– Presence and location

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What are you currently using? What New Types of Content do You Need to Deal With?• PBX or IP-PBX• Integrated with web conferencing• IM/chat/presence• Mobile infrastructure• E-mail infrastructure• Multimedia content

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What is a Wiki?

• “A wiki is a medium which can be edited by anyone with access to it (collaborative writing)

• Provides an easy method for linking from one page to another.

• Wikis are typically collaborative websites

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Enterprise Wikis (not a complete list)

• SocialText • Atlassian’s Confluence• Jive’s Clearspace• Traction Software• eTouch• Central Desktop• CustomerVision - BizWiki

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Wikis in the Enterprise

• First found in IT• Often found in R&D• Later found in Marketing or operations• Used as an intranet• Used as a repository• Discuss issues, feedback

– Tenacity Corp Case Study (CustomerVision) ©2007, All Rights Reserved 18

Blogs • A blog – web site where entries displayed in reverse chronological

order– Interactive through comments

• Social Tagging - Collaborative tagging (also know as folksonomy, social classification, social indexing and other names) is the practice and method of collaboratively creating and managing tags to annotate and categorize content

• Vlog – Video blogging• Blog search engines: blogdigger, Feedster, and Technorati,• As of September 2007, blog search engine Technorati was tracking

more than 106 million blogs

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Blog Software/Services

Software– WordPress– Movable Type– Blogger – LiveJournal

• Services– Siteground– Blogzy

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Mobile Collaboration

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HTC Universal/i-Mate Jasjar/O2XdaExec/T-MobileMDAPro/GrundigGR980/Orange SPV5000

The U.S. has a third-world mobile infrastructure, and will mostly skip 3G and move directly to 4G to support interactive audio, video, and data on mobile devices by 2008 or 2009.

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Collaboration 3.0• The semantic web• Ability to transfer knowledge rather than information• Immersive collaborative environments (audio and video

conferencing in Second Life)• Content expressed in a natural language• A common standard (RDF) for websites to publish the

relevant information in a more readily machine-process-able and integrate-able form

• Bots and Intelligent Agents

22© 2007 Collaborative Strategies. All rights reserved.

Virtual Worlds (list)

  

Active WorldsCoke StudiosCybertownDisney's Toontown

DreamvilleDubitHabbo Hotel

GaiaOnlineZwinky

The ManorMokitownMooveMuseThe PalacePlaydoSecond Life

The Sims OnlineSora CityThereTowerChatTravelerVirtual IbizaVirtual Magic Kingdom

Voodoo ChatVPchatVZoneswhyrobbierocksWhyvilleWorlds.com

23© 2007 Collaborative Strategies. All rights reserved.

ICE: Immersive Collaborative Environment

Qwaq Forums -Persistent virtual workspace, -Drag-and-drop content. Based on Croquet (open source 3D development environment)

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Virtual Worlds – Second Life

Collaboration 3.0

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Collaboration 2.0 Virtual Team Spaces

Web 2.0 VTS tools• Near-Time• Huddle• Clearspace• Near-time• Teamworkzone• Central Desktop• Nexo• Collanos Workplace• Openteams

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Social Network and Community Tools• Q2Learning • iCohere• Affinity Circles• GroupMembersOnly• Collanos• Foldera• Leverage Software • Smallworldlabs• Social Platform • Web Crossing • CollectiveX • Me.com• Sparta Social Networks

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Functions from Community tools• User Profiles• Visual Targeted Matchmaking• Expertise Discovery• Community chat• Integrated opinion polls• Private messaging (IM)• Blogs• Wikis• Quick connect• Multimedia file sharing• Customized notifications• Tagging, tag clouds and social tagging

• Presence• RSS feeds• Discussion forums• Group and role administration• Integrated calendar management• Rating and ranking of content• Reputation engines• Sponsorship and advertizing engines• Community e-mail marketing• Community activity reporting

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Types of Communities

• Customer communities• Media communities• Internal/ enterprise communities• Consumer communities• Partner or channel communities• Event communities• Member communities

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Social Network - example

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© 2006-2007 Collaborative Strategies. All rights reserved.

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Online Community

• Closed Communities (enterprise)– Q2Learning – have own IM, but not VoIP– iCohere – work with associations– Affinity Circles – Social network for alumni

• Virtual Worlds– Second Life (Linden Labs) – There.com

Section 3: Collaboration, Content and the Enterprise

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Financial Services

Healthcare/Pharmaceutical

Government

High Tech

Manufacturing

Education

Professional Services

TelecomBased on research done in Q2, 2005 for CS’ RTC report

Industries Adopting Collaboration Technologies

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1. Sales & marketing (proposal development)2. Customer service/support (exception handling)3. R&D (new product development)4. Value network management/relationships with

external organizations, DPM, and project management (exception handling)

5. Training (internal and external)6. Decision support/crisis management

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Critical Processes with Collaborative Leverage

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TraditionInnovationProliferationConsolidationAcceptance (TIPCA) Cycle

2.Innovative

technology entersvia Web 2.0-er to

answer a need

5.Wide-spread Acceptance

leads totraditionalization

1.Use of

Traditionalestablished technologies

3.Proliferation

to other group occurs & IT notices!4.

IT Consolidates& standards are set

for support

Web 2.0 ispropelling the

TIPCA cycle even faster!

EnterpriseCollaboration Convergence

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Stages of Adoption Collaborative Technology

Example Technology

Stage 1: Traditional Collaboration Telephone Face-to-face meetings E-mail

Stage 2: Specific Application Audio, video, and data conferencing

EIM, IM, Chat, and presence detection

Virtual team spaces

Stage 3: Collaborative Proliferation Multiple audio, video, and data conferencing tools

Yahoo!, MSN, AOL, Google, etc.

Groove, eRoom, WebOffice, etc.

Stage 4: Consolidation Standardize on SIP/Simple or XMPP

One client for all IM clouds

Common Virtual Team Space for everyone

Stage 5: Virtual Work Environment Standard tools in place

Integration with mobile environments

Standard desktop and Web interface for anyone

Stages of Evolution for Collaboration in the Enterprise

What Stage of Collaborative Evolution is Your Organization In?

• Stage 1- Classic collaboration tools• Stage 2- Exploring new collaboration tools• Stage 3- Proliferation of collaboration tools• Stage 4 – Consolidation/standardization of

collaboration tools• Stage 5 – Virtual working (Collaboration 2.0)

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“Self Service” Trend• End user understand the problem better than any vendor

will, so why can’t they design, build, and deploy the application (solution) for it.

• Don’t want to go to IT - want to be their own “hero”, customize it for their situation

• Collaboration vendors starting to respond – Open Xchange– eProject (6)– SiteScape v7– WooFu (online forms and database)– Qwaq (3D rooms for interaction)

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SaaS (Software as a Service)• “By 2008, half of all software will be sold as a

service.” (Gartner, May 2005)• From client-server architecture to “Web native” app

design• From site licenses to “as-used” or fixed-fee

subscription• From customer-owned servers and staff to “Web

hosted” deployment and support i.e Amazon S3, EC2

“Self Service” Trend

Mash-up Ecosystem

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Mash-ups and the Enterprise• Two types of Enterprise Applications

– ERP apps – serviced by IT– Situational apps.

• Reusable code• Hosted• May only be used temporarily• Not a good ROI for IT/ application• ROI for enterprise comes from hundreds of applications

• According to Gartner by 2010, 80% of enterprise applications will be mashups

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Widgets in the Enterprise

• IBM is partnering with Google to allow integration of more than 4,000 Google Gadgets with WebSphere portals

• Used on Company web site to collect feedback: Camstar, Mannatech

• SAP widgets: Admin, show users, system status and monitoring

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Section 4: Building Communities

3 R’s Of Community

• From CommunityXperts:– Resources– Recruiting– Recognition

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Ten Steps to EstablishingOnline Communities

1. Identify the founders/ initiators - purpose, roles participation.2. Reason for community.

- Benefits, interactions, promotion3. Develop Trust

- Profiles, Directories, Presence detection, linked work product

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Ten Steps to EstablishingOnline Communities

4. Rules of Engagement- Behavioral norms, Conflict

5. Community Manager/editor is critical- Discussion owners, Wikis, blogs

6. Social spaces to build trust- Necessary for Baby Boomers, maybe not for “Net-geners”

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Ten Steps to EstablishingOnline Communities

7. Create a critical reason for members to be active in the community. - Critical information, access to experts, specific discussions

8. Rapid “onboarding”- Buddies, docents, FAQ, tutorials, community history

48©2007, All Rights Reserved

Ten Steps to EstablishingOnline Communities

9. Content is King- Fresh, new, and critical- Regular community events- Content lifecycle in communities

This is the #1 reason communities fail 10. Recognition and Rewards

- Based on role and context49©2007, All Rights Reserved

David ColemanCollaborative Strategieswww.collaborate.com

“The Collaboration Blog”415-282-9197

davidc@collaborate.com50

Collaboration 2.0:Technology and Best Practices for Successful

Collaboration in a Web 2.0 WorldBy David Coleman and Stewart Levine

Link to website of book:http://happyabout.info/collaboration2.0.php