Evolving Interactive Communication for Improved Collaboration - Anthony Bradley

8/14/2019 Evolving Interactive Communication for Improved Collaboration - Anthony Bradley

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Enterprise 2.0: Best Practices and

Case Reviews

Anthony Bradley



Just Providing Social Tools = Failure

An “provide and pray”approach has greater than a 90% failure rate

Radical benefits resultfrom delivering socialsolutions that enablethriving and productivecommunities.

A social solution is theright 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 successmore than deciding what

purposes to pursueCapture community “cause”

Seed purpose catalyzes thecommunity and leads to

emergence

Public Web Examples

Craig’s List, MySpace, facebook

P

Be a Purpose Superhero

Keep the focus on human interactions–NOT technology



EPA: Well Formed Purpose Statement1. Directed at the community

2. Clear and concise (less than a page long)

3. 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-dayactions can directly impact water quality in our neighborhoods and the nation. Doyour part! We are hoping you will actively contribute through actions such as:

• Share your water drainage management challenges and find or requestassistance in overcoming them;

• Publish your water drainage management plan for others to learn from and toprovide input

• Contribute and expand upon best practices, case studies and lessons learned onwater drainage friendly behaviors and on taking actions to actively protectwaterways;

• See what the community of water drainage organizations are doing so you canbetter 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

Restrict scope

• Clear minimal

purpose (cause)• To rally the

community

• Speed deployment

Grow scale

• Quickly rally thecommunity

• No learning curve

• Immediate value

Examples

• Craig’s List

• MySpace

• Facebook

• LinkedIn

• Etc.

Grow scope

• Add purposes

• Generalize

• Emergence

• More value fromcommunity

Grow or maintainscale

• Keep communityengaged

• Advancecommunity

• Give them whatthey want

Time

Counter Intuitive

provide Less

to grow more



Case 2: A-Space US Intelligence Social Network

•

A-Space (Analyst Space) is a social-networkingsite 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 anyintelligence sharing

• Tapped passions and people of all age areparticipating

• Tied into the Intellipedia wiki

• Also an example of a high security socialsolution

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

- 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 andsocial order(s) emerge and evolvePhoto © 2005 TMAustin

Tom Sawyer and Painting the Fence



Case 3: US Army CompanyCommand.com

•Company Commanderscollaboratively exploring scenarioswhere something goes wrong andon the spot “adapt and overcome”situation kicks in

• Unstructured “off plan” exceptionhandling 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, purpose2. Build and execute on a purpose roadmap based

strategy

3. Enable social applications don’t simply providetools

4. Restrict scope to grow scale

5. Never break Gall’s law. Adoption is #1 goal

6. Recognize the power of communities

7. 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 "

Evolving Interactive Communication for Improved Collaboration - Anthony Bradley

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