cets 2010, brian richardson, web 2.0 and 3.0: a community-based adoption approach
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Web 2.0 and 3.0: A Community-Based Adoption Approach
Brian Richardson, PMP
Learning Objectives
• Describe Web 2.0/3.0 implementation using a Community-based approach
• Identify the process and deliverables involved in establishing a Community of Practice
• Initiate and plan a Community of Practice to meet strategic objectives
• Extract data from a case study to create a Community of Practice charter
What is Web X.0?
Web 1.0 • Information delivery• Transactions• Entertainment
Web 2.0 • Social networking (Facebook, LinkedIn)• Collaboration (Wikipedia)• Applications and data storage (salesforce.com)• Data sharing/publishing (Twitter, blogs, YouTube)
Web 3.0???? • “Semantic Web” (machines talking to machines (Berners-Lee, 1999)• Intelligent agents that can reason, infer and learn based on (reliable)
metadata• Online world meets physical world• “Highly specialized information silos, moderated by a cult of personality,
validated by the community, and put into context with the inclusion of meta-data through widgets.” (howtosplitanatom.com)
The promise of Web 2.0/3.0
Solutions that harness the relationship capital within social networks can address a number of critical business issues, including:
• Brand awareness, value, and reputation• Innovation capabilities• Customer relationship management (CRM)• Corporate social responsibility• Strategic talent, learning, and recruiting initiatives• Collaboration and knowledge management (KM) strategies
Community-based approach
• In a 2008 McKinsey survey (McKinsey, 2008), 22% of executives voiced strong dissatisfaction with Web 2.0/3.0 tools and only 21% reported being satisfied overall with their use of these tools.
• For those organizations that consider their implementations successful, one of the most-commonly cited best practices (Burton Group, 2009) was the use of a managed community (vs. technology-centric) approach to implementation.
Key Elements to Adoption
People and Process
Flexibility Governance
What is a Community of Practice (CoP)?
A network of people who come together…
• A CoP defines itself in the doing, as members share experiences, insights, and best practices related to a topic or discipline using collective norms and processes
…to share information and knowledge…
• Exchange ideas, collaborate, and learn from one another in face-to-face and virtual environments
• Capture best practices, develop expertise, and steward bodies of knowledge
• Are able to access a constant flow of information to do their jobs better and more consistently across segments
• Develop a communal memory, so individuals do not have to remember everything themselves
…with a practice orientation.
• Clear ties to business objectives and organizational strategy• Balance between executive support and grassroots initiatives• Expert-led communities, which produce more reliable content• Strong objectives and focus to help integrate activities into
normal workflow vs. being “one more thing”
Characteristics of CoPs
Domain
PracticeCommunity
CoP Lifecycle
Initiation Planning Activation
ExecutionMonitor and ControlClosure
Key Deliverables
Charter Initiative ListCommunication and Marketing
PlanGovernance
Plan
• What is our purpose?
• What are our goals?
• Who do we serve?
• What will we do?
• By when?• Who is
responsible?
• Who will we reach?
• What are our key messages?
• How will we reach them?
• Who will set and enforce policy?
• How will we measure success?
• How will we coordinate areas of the organization?
Your Role = Process Expert
Case Study
Question? Contact us.
Brian Richardsonwww.richardsonconsultinggroup.com773-474-1834brian@richardsonconsultinggroup.comhttp://www.linkedin.com/in/briandrichardson
Appendix
References
• Common Technology Platforms– Jive Software– NewsGator– Wiki (various, including MediaWiki)– Sharepoint
• Additional CoP Resources– Online reference for CoPs: http://www.chris-
kimble.com/KNICOP/Chapters/Introduction.html– Free and fee-based resources: http://www.apqc.org– Academic Background and References
http://infed.org/biblio/communities_of_practice.htm– Dr. Etienne Wenger’s site: http://www.ewenger.com– Community of Practice Yahoo Group:
http://groups.yahoo.com/group/com-prac/
Types of Virtual Networks
Communities of Practice
Knowledge Centers
Communities of Interest
Informal Networks Inform Email, Instant Messaging, Blogs
Chat Discussion Groups with a Common Interest
Exchange Content Document Sharing, Some Threaded Discussion
Achieve Goals, Social Learning, Knowledge Transfer & Creation
Organizationally Managed to Goals, Managed Conversation, Content &
Community, Wiki & Web Conferencing
Adapted from Tissen, Andriessen, and Deprez, The Knowledge Dividend: Creating High-Performance Companies Through Value-Based Knowledge Management. London et al: Pearson Education Limited, 2000, and Benton and Giovagnoli, The Wisdom Network: An 8 Step Process for Identifying, Sharing and Leveraging Individual Expertise. New York et al: American Management Association, 2006.
Purpose Web Services
Key Roles
Role DefinitionKnowledge Manager •Support and oversight role; not necessarily part of the CoP
•Helps set-up CoP, provides structure and guidance•Provides training on process and tools
Practice Area Owner •Provides strategic direction for practice areas•Determines which CoPs should be supported•Determines if CoP recommendations align with strategic vision•Provides input on related CoPs
CoP Sponsor •Reviews and approves key CoP deliverables•Responsible for membership and content•May or may not be Practice Area Owner
Moderator •Monitors content•Ensures compliance with company standards and governance•Ensures questions are being answered
Practice Area Expert •Provides input on activities and deliverables•Mentors other practitioners•Assists CoP Sponsors and Community Managers
Community Member (Practitioner)
•Shares information, knowledge, experiences, insights and best practices around shared goals•Is invited or applies to join CoP
Key Roles, continued
Role DefinitionHuman Capital Partner •Business advisor who identifies, develops and implements Human Capital solutions
which contribute to achievement of business goals•Monitors business performance focusing on people-related metrics and trends •Aligns CoP activities to Human Capital strategy
Governance Board •Reviews CoP progress against goals•Determines synergistic opportunities•Identifies and promotes CoP accomplishments•Identifies duplication of efforts
OverviewRole Initiation Planning Activation Execution Monitor Close
Practice Area Owner
Sponsor
Moderator
Expert
HCP
Members
GovernanceBoard
Knowledge Manager
•Complete request form•Go to training•Complete and submit charter
Review / approve charter
•Gather inputs•Identify leadership•Determine focus•Identify deliverables•Create initiative list•Create marketing / comm plan
Recruited/ apply
•Launch CoP •Kick-off key initiatives
•CoP
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Assess goal achievement, time spend and satisfaction
•Fulfilled charter•Lost momentum•No longer aligned to strategy
SUPPORTS CoP