Social Transformation: Accelerating Industry at the Pace

of Social

Andrew McAfee, Author, Principal MIT Research Scientist

Wendy Wloszek, PresidentIndustrial Mold

Larry Housel, Head of ITIndustrial Mold

The Problem

“If only HP knew what HP knows, we would be three times more productive.” - Lew Platt, former CEO of HP

The Intranet

The Intranet

“…managers would say “I can never find anything on the intranet”… I came to the conclusion that corporate intranet search was pretty much pointless. Not enough people created linky content so Google was out…” - Euan Semple, knowledge manager at the BBC http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-managers-are-clueless/

The Intranet

“…managers would say “I can never find anything on the intranet”… I came to the conclusion that corporate intranet search was pretty much pointless. Not enough people created linky content so Google was out…” - Euan Semple, knowledge manager at the BBC http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-managers-are-clueless/

Content Management Systems

Content Management Systems

“Most stuff was static documents stored in “knowledge coffins” …that relied too heavily on structure, determined by someone else and without the benefit of context and lastly, with a few rare exceptions, once you found the document it was likely to be badly written, barely relevant and out of date!” - Euan Semple, knowledge manager at the BBC http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-managers-are-clueless/

Content Management Systems

“Most stuff was static documents stored in “knowledge coffins” …that relied too heavily on structure, determined by someone else and without the benefit of context and lastly, with a few rare exceptions, once you found the document it was likely to be badly written, barely relevant and out of date!” - Euan Semple, knowledge manager at the BBC http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-managers-are-clueless/

Content Management Systems

“Most stuff was static documents stored in “knowledge coffins” …that relied too heavily on structure, determined by someone else and without the benefit of context and lastly, with a few rare exceptions, once you found the document it was likely to be badly written, barely relevant and out of date!” - Euan Semple, knowledge manager at the BBC http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-managers-are-clueless/

Content Management Systems

“Most stuff was static documents stored in “knowledge coffins” …that relied too heavily on structure, determined by someone else and without the benefit of context and lastly, with a few rare exceptions, once you found the document it was likely to be badly written, barely relevant and out of date!” - Euan Semple, knowledge manager at the BBC http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-managers-are-clueless/

What’s Different Now?

Simple

Simple

Social

Networked

Multimedia

Interactive

Frictionless

Mobile and Powerful

What’s the business value?

At the BBC

“…what people really wanted was to find someone who knew what they were talking about. Even if that… meant knowing which document to read, why and where it was to be found… The result was that when someone [asked] on our forums… they were usually rewarded, and very quickly, with multiple answers” - Euan Semple, knowledge manager at the BBC http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-managers-are-clueless/

At the BBC

“…what people really wanted was to find someone who knew what they were talking about. Even if that… meant knowing which document to read, why and where it was to be found… The result was that when someone [asked] on our forums… they were usually rewarded, and very quickly, with multiple answers” - Euan Semple, knowledge manager at the BBC http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-managers-are-clueless/

At the BBC

“…what people really wanted was to find someone who knew what they were talking about. Even if that… meant knowing which document to read, why and where it was to be found… The result was that when someone [asked] on our forums… they were usually rewarded, and very quickly, with multiple answers” - Euan Semple, knowledge manager at the BBC http://www.fastforwardblog.com/2007/01/08/survey-proves-90-of-managers-are-clueless/

Explicit and Tacit Knowledge

Two Kinds of Knowledge

“We know more than we can tell” – Michael Polanyi

From Tacit to Explicit Knowledge

“…converting tacit knowledge… into an explicit concept… involves… dialogue among members. A key… is to share one’s original experience – the fundamental source of tacit knowledge.”- I. Nonaka, “A Dynamic Theory of Organizational Knowledge Creation” (1994)

Shared Experience and Dialogue

Results?

Source: “How companies are benefiting from Web 2.0: McKinsey Global Survey Results”

Internal Uses% of respondents

Median improvement

Access to Knowledge 68% 30%

Access to Internal Experts 43% 35%

Employee Satisfaction 35% 20%

Increasing Innovation 25% 20%

External Uses

Increasing Customer Satisfaction 43% 20%

Increasing Innovation 22% 20%

E2.0 at IMM

Building Better Together ®

Who is IMM?

31

People

Information

Machines

Knowledge

Building Better Together ®

Dedication to People & Knowledge

32

30-40 year oldsManufacturing’s Lost Generation

ExpertApprenticeunconscious incompetence

unconscious competence

conscious incompetenceconscious competence

tacit knowledge transfer

People

Practicing Professional

Knowledge

Increasing Human Capital

34

Information

Information meets Technology

• Tablets have expanded IT to the shop floor - Information follows material at all times (core lean manufacturing concept)Shared production plans

Information

People

Information

Machines

Knowledge

Building Better Together ®

Thank you

• Q & A• For more information on Socialtext,

please visit www.Socialtext.com• Recording will be available on

Socialtext • How to reach us us:

– Andrew McAfee- @amcafee http://andrewmcafee.org/blog//– Wendy Wloszek – wendyh@industrialmold.com– Larry Housel – @lawrenceh larryh@industrialmold.com

– Sandra Ponce de Leon - @socialtext sandra.poncedeleon@socialtext.com

About Socialtext

• First Enterprise Social Software Company founded in 2002

• Communications & collaboration platform that helps your employees “In the Flow of Work”

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