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Social Media is Putting Power Back into the Hands of Companies Employees

Social Media is Putting Power Back into the Hands of Companies Employees. Discover How Organizations are Challenged, and Changed Forever. Presenters. Phil Morel Director Sales Enablement. Tom Hoglund Global Lead Collaboration and Knowledge Management Practice. Peter Butler

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Social Media is Putting Power Back into the Hands of Companies Employees

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  1. Social Media is Putting Power Back into the Hands of Companies Employees Discover How Organizations are Challenged, and Changed Forever

  2. Presenters • Phil Morel • Director Sales Enablement Tom Hoglund Global Lead Collaboration and Knowledge Management Practice Peter Butler Head of Learning, British Telecom Group • Ludo Fourrage • Group Program Manager

  3. Quick Poll: Please raise your hands… • If you are part of your company’s IT organization • If you are a part of a Business Organization within your company • If you are employed by a Services provider (SI) or ISV

  4. What you will learn… • IT • how to find sponsorship for your web 2.0 project. What will make your deployment relevant to your business partner, get his buy-in. • Business • how 2.0 could change the way you’re doing business. How to make it work, what are the things to do and the pitfalls to avoid. • SI or ISV • how to sell to these other guys 

  5. From Taylorism to ChaosThe come-back of the “rule of thumb” • Taylorism concepts (efficiency and productivity based on process and systems) continue to govern Enterprises organizations today, • Business Units (HR, Sales, Marketing, Engineering, Manufacturing etc…) have improved for years their governance models following this approach. • What happens when information and knowledge is created and changes so fast that established processes can’t keep up? • More efficient models emerged, optimized to deal with chaos. • They mostly rely on the individuals, their common sense and the rule of thumb!

  6. George Siemens's Connectivism. "We derive our competence from forming connections... Chaos is a new reality for knowledge workers... Unlike constructivism, which states that we attempt to foster understanding by meaning-making tasks, chaos states that the meaning exists— our challenge is to recognize the patterns which appear to be hidden”

  7. Session Goal Learn how organizations can embrace chaos and deliver the next generation productivity using Social Media and Web 2.0 concepts Learning 2.0 Innovation 2.0 Education 2.0 Human Resources 2.0 Customer Support 2.0 Marketing & Communications 2.0

  8. learning 2.0

  9. The Performance Gap Knowledge Knowledge Skills and Competencies Total Performance Skills and Competencies Total Performance Aptitude Aptitude Motivation Motivation Top Performers New Hires What levers can you pull to bridge the gap?

  10. How To Close The Performance Gap Knowledge Learning 2.0 Knowledge Skills and Competencies Skills and Competencies Aptitude Aptitude Traditionally addressed by HR Motivation Motivation Knowledge Management Desired Average Performance On The Job Learning Today’s Average Performance Training Recruiting/Retention Recognition/Rewards Levers to Pull

  11. Planning for learning in most companies today…

  12. Likely Outcome Content Produced Employee’s Experience FRUSTRATION “I wish I didn’t spend the whole day in this training… only 30 minutes was relevant to me” “I don’t have time for this” “I could have spent that time doing something else” • ½ or full day courses: • Expensive • Few of them • One size fit all • Formally structured • Too little… too late

  13. Learning 2.0

  14. Microsoft Case Study: Academy Mobile • Information about: • Products • Industry • Competitors • Selling techniques • Searchable by topic, presenter, workload, rating, etc. • Podcasts/videocasts developed by • Product Teams, • Experts, • Sales force. • Virtual meetings captured, cataloged, indexed, converted to video, audio and PowerPoint formats • Online community and best practice sharing vehicle • 22,000 internal users + 5,000 partners • Scaling to over 200 podcasts per month • Has significantly increased knowledge re products, competitors and sales best practices • Provides “voice of the field” for sales, product and learning leadership – immediate feedback

  15. Introducing…

  16. …Podcasting Kit for SharePoint SEARCH • NAVIGATION • Channels • Filters • EDITORIAL • News • Top podcasts • Technical updates • Community highlights TAG CLOUD Strategy Consulting explained… • PODCAST SELECTION • IM Integration, Presence • Filters • Search results • Subscribe (Podcast RSS)

  17. PKS: Podcast PageInformation is content, people and their perspectives • PODCAST DETAILS • Silverlight playback • Description • Rating • Social actions • Tags • Statistics • PODCASTERDETAILS • Bio • Picture • Contact • IM integration • Presence • Average rating • COLLATERALS • Transcriptions • Slides COMMENTS

  18. PKS: Podcaster PageKnowledge is connecting with others • PODCASTER DETAILS • Bio • Picture • Contact • Presence • IM Integration • Average rating • Statistics • Points • RSS • PODCASTS • Filters • Subscribe (Podcast RSS)

  19. Podcasting Kit for SharePoint… is FREE* • It is an accelerator that will help you save time, money and reduce your risk when deploying social media in your enterprise • It’s FREE, delivered as-is with the source code • It is not supported by Microsoft • It is supported by the community, customers, partners • It is available on the Microsoft open-source web site: www.codeplex.com/pks. Find the list of participating partners at this location as well. • *Requires Microsoft Office SharePoint Portal Server 2007 to run

  20. Other companies and institutions currently trying out PKS Lowe’s Companies Odeo PICA GmbH Polk County School District Naperville Community Unit School District Regione del Veneto Solanite Consulting Inc Toronto Catholic School District Board Toronto District School Board • 3Sharp • Accenture • Air Products and Chemicals, Inc • Boston University • Bowie State University • British Telecom • Cherokee County School District • Cognizant Technology Solutions • Kentucky Community Technical College System

  21. Peter Butler, British Telecom Group How this fits with BT’s learning direction How BT is getting started What BT expects to get out of this

  22. Beyond eLearning 2.0… HOW other Businesses are embracing social media

  23. Education 2.0

  24. Innovation 2.0

  25. Human Resources 2.0

  26. Marketing & Communications 2.0

  27. Customer Support 2.0

  28. Think about what can PKS could do… What you are going to see now is NOT AVAILBLE in PKS today The codeplex community, customers and partners are invited to build these additional features. What about extending PKS to Office Documents? Comment and rate your latest downloads…. People who watched… also watched…

  29. Ok, now between you and me… promise I won’t tell anyone… Is it really working??

  30. The Challenge Increase 3C (creator, contributor, consumer) ratios by leaps and bounds Wrong… Do we all believe this? On the internet considering an audience… In the Enterprise… • Content creators • = 1%? • Content contributors • = 9%? • Content consumers • = 90%? • Content creators • = 0.1% • Content contributors • = 0.3% • Content consumers • = 99.6% • Good enough and • “easy” to achieve • Creator Campaign • Way too low • Needs to be at minimum 20% • Contributor Tools • That’s if they come • Target 50% after a year to call it victory. • Consumer Campaign

  31. What it takes to be successful • Creator Campaign Increasing Content Creation: Community programs • Centralized loaner program of podcasting equipment • Requires commitment to publish minimum amount of content per month • Podcasters can keep equipment as long as they deliver on commitment • Online training resources

  32. What it takes to be successful • Contributor Tools Increasing Content Contribution: Integration with productivity tools

  33. What it takes to be successful • Contributor Tools Increasing Content Contribution: Integration with productivity tools

  34. What it takes to be successful • Contributor Tools Increasing Content Contribution: Integration with productivity tools

  35. What it takes to be successful • Consumer Campaign Increasing Content Consumption: BE BUSINESS RELEVANT Launch it and market it to the GenY audience (be big, be cool) Marketing & Communications 2.0 Learning 2.0 Human Resources 2.0 Customer Support 2.0 Innovation 2.0 Education 2.0 + Drive Relevant Content Deals!

  36. APPENDIX

  37. Podcasting Kit for SharePointalso known as “Academy Mobile” inside Microsoft • 2123 podcasts • 3125 accounts (i.e podcasters) • 3753 unique visitors in May 08 • 1800 hits avg a day • 80k+ downloads since July 07.

  38. Academy Mobile Data Points

  39. Academy Mobile Data Points (continue) Requests per day (May-June 2008)

  40. What It Takes To Be Successful Tie to business strategy and goals Implement by workforce using enterprise standards Understand what content and collaboration capabilities the workforce needs Leverage low cost content generated by users & experts Put in place the organization to manage the processes and manage the content over its lifecycle Change people’s behaviors – contribution and consumption Deliver with Web 2.0 technology while leveraging the organization’s existing LMS, knowledge management and collaboration investments

  41. Things that worked at Microsoft • Content partnership deals: aggregation of existing multimedia content • Worked to change behaviors • Reward & recognition • Strong launch • Podcast in a Box • Executive visibility and adoption • Made it a business • Partially self funding • Staffed accordingly • Broke some established rules • Branding: look cool, not corporate. • Internet pace development • Limited governance

  42. Microsoft Corporate: communication examples…

  43. Is Internet really a good baseline? 1.319 Billion people connected to the Internet (as of Dec 2007) YouTube (April 2006) Microsoft Academy Mobile 3000 accounts = 4% of the total company size. 10,000 viewers (3000 a month). 2000 podcasts = Average 1.5 podcasts per account Rating & Commenting: S+S podcast (754 viewers): 1 rating, 0 comments Strat Con One episode 5 (44 viewers): 2 ratings, 6 comments. A comparison between YouTube, Wikipedia and Microsoft Academy Mobile Wikipedia • 500k accounts = 0.03% of Internet population. 25 Million viewers. • 6.1 Million videos = Average 12 videos per account • Ratings & Commenting: Kobe Stunt (3.5 Million viewings): 0.13% of viewings have rated; 0.23% have commented. • June 2006: 67,000 people edited Wikipedia (895,000 total articles) • March 2008: 25% of all edits that month were made by only 3,950 individuals • January 2008: 2,153,000 articles.

  44. Popularity distribution: How is content accessed by consumers YouTube versus Wikipedia versus Microsoft Academy Mobile YouTube to 100 Popularity Distribution Power Law (80-20 rule) Zipf Law

  45. Microsoft Academy Mobile Distribution (2000 podcasts) Power-law distribution (80-20 rule) • 20% of content accounts for 80% of downloads. • How to make sure the majority of contributors don’t end up frustrated? • How can we turn it into a zipfs law?

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