Gestión del Conocimiento en la Organización

KM en la empresa 2.0

Diplomado en Innovación y Gestión TecnológicaUniversidad de Talca

Profesor guía: Pedro Parraguez Ruize-mail: Pedro@KnowledgeMgt.comWeb: www.KnowledgeMgt.com

Enterprise 2.0 Knowledge Management

A Revolution of Knowledge in Three Parts.

This is Lisa.

Lisa works in manufactoring.

This is Brad.

Brad works in product development.

Both work for a large supplier of the automotive industry.

Lisa and Brad work6,000 miles away from each other…

… and are busy with the same problems.

They don‘t know each other.

But they should.

That‘s actually this man‘s job: Klaus is the knowledge manager.

GroupwareFileserver

Yellow Pages

Knowledge Data Base Knowledge Management Process

Taxonomies

Incentives

Klaus tried everything to bring Lisa and Brad together…

…but it didn‘t help very much.

Is that Lisa‘s or Brad‘s fault?

No.

Because both are happy to share their knowledge...

We all like to share knowledge…

…if we get the right audience.

More than 80 % of all web users who create content say that the they do it because they like to communicate and exchange information with other people.

IBM/ZEM Study „Innovation in den Medien 2008“

Positive feedback from others is important.

That promotes our status as experts.

However without an audience, we are not motivated…

…and we don‘t know the context in which our knowledge is used.

We only know what we know when we need to know it. We always know more

than we can tell and we always tell more than we can write.

David Snowden, Complex Acts of Knowing - Paradox andDescriptive Self Awareness

The old knowledge management didn‘t care.

1. Write your knowledge into a database.

2. Find an adequate level of detail.

3. Maybe somebody will use your knowledge some day. And… maybe not.

4. Don‘t spend too much of your time on this!

It‘s no surprise that Lisa has to set priorities.

I don‘t know if anybody will ever need my knowledge.I don‘t know how somebody will use my knowledge.I‘d rather take care of really important things.

The old knowledge management doesn‘t work, because it...

• …defines knowledge as a transferable good, which is centrally provided.

• …demands knowledge-sharing without providing an audience.

• …wants to manage knowledge.

Nach: Wilson, T.D. (2002) "The nonsense of 'knowledge management'" Information Research, 8(1), paper no. 144 [Available at http://InformationR.net/ir/8-1/paper144.html] Bild: http://www.cgu.edu/images/Drucker/Peter_Drucker/images/PeterDrucker016_jpg.jpg

„You can't manage knowledge. Knowledge is between two ears, and only between two ears.“

Peter Drucker

Pedro Rnovo

Callout

KM 1.0 Ya no es práctico en el siglo 21

Where do we go from here?

The web enters the business…

Klaus loves the Wikipedia!

He is astonished by the huge number of blogs on the internet…

... and he jumps at his chance.

„We‘ll use a Wiki for our glossary!“

Everybody participates and together we will establish our own Wikipedia!

Chris Harrison - http://www.chrisharrison.net/projects/clusterball/

Social Software…

... makes knowledge management

successful!

WRONG!

Social Software is (unfortunately)

just a tool...

Sure it is easier, more intuitive, and looks better – but it won‘t guarantee an audience either.

Social Software in your business…1. Write your knowledge into a database, into

the wiki, a blog, [or other Social Software tool]….

2. Find an adequate level of detail.

3. Maybe somebody will use your knowledge some day. And… maybe not.

4. Don‘t spend too much of your time on this!

„But it works on the web…“

Sure, but just 1 % of all web users create the majority of content.

Quelle: http://de.wikipedia.org/wiki/Wikipedia/ Nielsen, 2006

The 90-9-1

Rule

1 % of web users create the majority of content.

9 % of web users comment and tag information.

90 % of web users only consume information.

How many of your employees are the 1%?

How many of your most important but busy experts will be part of this one percent?

?

Sorry, Klaus…

… but that is not knowledge management!

Social Media vs. Knowledge Management: A Generational War.

http://enterprise2blog.com/2008/09/social-media-vs-knowledge-management-a-generational-war/

“Knowledge Management and Social Media look very similar on the sur face, but

are actually radically different at multiple levels, both cultural and technical, and are locked in an undeclared cultural war

for the soul of Enterprise 2.0.“

1. Sharing knowledge is always voluntary, no one can ever be forced.

2. We share knowledge when we have the right audience, that motivates us and creates the right context.

3. Social Software alone is not the solution to the old problems of knowledge management.

Will Brad and Lisa ever find each other?

Enterprise 2.0 Knowledge Management

A Revolution of Knowledge in Three Parts.

Pedro Rnovo

Callout

¿Que vimos en la parte 1?

Previously…

1. Sharing knowledge is always voluntary, no one can ever be forced.

2. We share knowledge when we have the right audience, that motivates us and creates the right context.

3. Social Software alone is not the solution to the old problems of knowledge management.

Is there a newknowledge management?

http://www.flickr.com/photos/jam343/1703693/

NOThere is no new knowledge

management.

YESPeople are connected.

It is no longer about storing knowledge…

…but aboutknowledge

Just In Time.

That happens in formal networks…

…and even more with informal networks.

"Liberating knowledge", Snowden, D., Introductory Chapter, 1999, CBI Business Guide

*average ratio between formal and informal networks in businesses.

How can the boss connect the right people?

He doesn‘t.

We focus ondaily business.

Just like Brad.

Brad works in product development for a large supplier of the automotive industry.

Brad and his collegues need to quickly work up a small project.

Brad‘s team uses Social Software.

Work Place

Wiki

Blog

DiscussionSearch Access

Management

Extensible

Office

Integration

Rate

WikiThey collect and prioritize requirements into a Wiki, …

+ Simple management of large stakeholder groups+ Transparent process of prioritization

Jeff

Blog

Wiki…post status reports and minutes on the Blog, …

+ Content can be classified into multiple categories (tags)- easier to find.

+ Status reports are summarized automatically.

...communicate within the team via Microblog,...

+ International teams stay up to date.+ Spontaneous ideas, advice and comments will be

available to everyone.

Blog

Wiki

Microblog

… create and discuss contentin their Wiki, …

+ Content and discussion all in one place: less e-mail-traffic.

+ Easy intergration of other file formats (Excel, Visio, …) and simple export (PDF, Word).

Wiki

Forums

Blog

Microblog

… and remain up to date via RSS.

+ Transparency of the current state of processing.+ Less information flooding (e-mails).+ I decide what‘s important to me!

Blog

Wiki

Microblog

Forums

RSS

Brad ist excited about Social Software:

+ Improved team work and communication.

+ More transparency of the project progress.

+ Less e-mails and fewer meetings. + Projects become more efficient.

Word travels fast.

Social Software expands, …

EmployeesCustomers Partners

Project Management

Requirement Management

Process Management

Skill Management

Team Organization

Documentation

Reputation and Communication

Ideas and Innovations

Learning and Change Management

…

…finds new domains…

…and calls for a new culture of openness:

Culture 1.0„Which information shall we make accessible?“

Culture 2.0„Which information has to be secured?“

Social Software is now also a part of Lisa‘s daily work-life.

She uses Wikis and Blogs for her projects. RSS keeps her updated

about project status. She is active on the Staff

Blog.

… she finds…

In a discussion of…

…Brad!

… and Christie...

… and Bill.

And why is it working now?

Because our daily business creates context and audience automatically…

…and for this reason we are motivated to share knowledge.

To share knowledge, is a side effect of our work!

While we work we leave marks in the system…

OpinionsMeetings

Discussion

Comments

Documents

TagsLinks

…and Social Software makesthose marks completely transparent.

Social Software links content.

1

Social Software links content with people.

2

Social Software links people.

3

When Social Software is understood as a comprehensive plattform used in daily business…

…then out of a hierarchical viewpoint comes…

…complete transparency…

…over experts, topics and…

…(informal) networks.

Example: Network visualisationin a Confluence Enterprise Wiki

So the right people meet…

…and new ideas are developed together.

1. It is no longer about reading the best documents, but most of all finding the right contact person.

2. With Social Software we are able to build up and maintain networks and make them more transparent. However its successful implementation requires the right cultural, technological and organizational conditions.

3. This is where Web 2.0 ends and Enterprise 2.0 takes the spotlight: The right conditions have to be actively created.

How do I createan Enterprise 2.0?

Enterprise 2.0 Knowledge ManagementA Revolution of Knowledge in Three Parts.

Pedro Rnovo

Text Box

¿Qué hemos visto anteriormente?

Previously…

1. It is no longer about reading the best documents, but most of all finding the right contact person.

2. With Social Software we are able to build up and maintain networks and make them more transparent. However its successful implementation requires the right cultural, technological and organizational conditions.

3. This is where Web 2.0 ends and Enterprise 2.0 takes the spotlight: The right conditions have to be actively created.

The key to Social Software successin business is...

…integration.

Integration?

Social Software alone is like...

Work Place

Wiki

Blog

DiscussionSearch Access

Management

Extensible

Office

Integration

Rate

…just one player.

Success requires a coordinated organization,...

...adaption to the technological landscape, ...

...and a new team spirit.

Grafik: http://flickr.com/photos/fede_gen88/798322626/sizes/o/

Only then everything fits together.

Enterprise 2.0

OrganizationIntegration in Structure & Processes

Culture The Human Element.

TechnologyIntegration of Tools & Architecture

OrganizationIntegration in Structure & Processes

Hey, we just got a Wiki!

Great! And what do you do with it?

?

EmployeesCustomers Partners

Project Management

Requirement Management

Process Management

Skill Management

Team Organization

Documentation

Reputation and Communication

Ideas and Innovations

Learning and Change Management

…

BUT...what does YOUR

company do?

Where do large, international teams work?

Where do the ideas of your customers end up?

When are credible communication and dialogueimportant?

Who is already doing it?How can we involve innovators?

Define your priorities.

EmployeesCustomers Partners

Project Management

Requirement Management

Process Management

Skill Management

Team Organization

Documentation

Reputation and Communication

Ideas and Innovations

Learning and Change Management

…

Start small – think big.

1. Develop a vision.2. First, tackle a real problem. 3. Implement and gain experience.

4. Update the vision. 5. Improve the operation, go on to

further applications.

Organization: What else is important?

TechnologyIntegration of Tools & Architecture

$%§&/“))??

I can‘t find it on the Intranet!

Did you alreadycheck the Wiki?

What knowledge do we need for success?

Suppor t Key operations

High potential Strategic

Benefits for the Business

Strategic Relevance

?

And what role does Social Software play? Today as a prototype,...

Suppor t Key operations

High potential Strategic

...and tomorrow as core-application?

Benefits for the Business

Strategic Relevance

?

Social Software is more than just a Wiki.

Each of these technologies has a particular advantage and

field of application,...

...but it is the combination of these which allows a greater choice in daily use to bring out the full potential.

How does Social Software fit into your target

architecture?

Ex. Social Intranet

What do we use Social Software on the Intranet for?

Intranet

Organization

Interest Groups

Innovation

Portfolio + Solutions

Corporate Social Network

…

What remains centrally edited?

Intranet

Beispiele Social IntranetOrganisation

Interest Groups

Innovation

Portfolio + Lösungen

Corporate Social Network

…

Ex. Edited IntranetOrg.-News

HR Services

Newsletter

Market Research

References

…

What do we use Social Software on the Internet for?

Intranet

Ex. Social InternetExpert-BlogsExternal Project-DivisionsContent on Web (Youtube)Enterprise Community…

Internet

What gets editedon the Internet?

InternetIntranet

Beispiele Social Internet

Experten-BlogsExterne ProjektbereicheInhalte im Web (Youtube)Enterprise Community…

Ex. Edited Internet

Microsites

…

Corporate Internet

How is classic communication linked…

InternetIntranet

Examples

EmailVoIPInstant MessagingConferencing…

Conferencing & Communication

...and which business applications are relevant...

InternetIntranet Conferencing & Communication

Examples

SAPCRMLine of Business AppsWorkflow Applications…

Enterprise Applications

...for a comprehensive integration?

Integration

Corporate Tagging/Feeds

SearchDashboard …Business Intelligence

Enterprise Applications

Conferencing & Communication

InternetIntranet

A good technical integration...

...links information of various sources together, and makes them accessible.

It also protects the system against information overload through needs-based and personalized filtering.

Availability & performanceare mandatory.

CultureThe Human Element.

What could happen?

Let‘s try it now!

“The gap between what's technically possible and what the corporate culture is willing and able to accept is often wider than many people automatically assume.”

Dion Hinchcliffe

„Culture is an indirect variable, culture can‘t be generated!“

Prof. Peter Kruse

Change culture.

Influence culture.

Do bosses have to take the lead?

A good boss doesn‘t have to be online...Grafik: http://upload.wikimedia.org/wikipedia/commons/d/d1/Portrait_Gandhi.jpg

...but he belongs at the center of communication.

Grafik: http://www.barackobama.com/downloads/

„That won‘t work for us, our culture is just not ready.“

The right culture is a goal, not a pre-condition.

Start small – think big.

Comments allowed.

Employees as ambassadors on the

web.

Agile projects.Openness is the rule: closed areas only by

request.

Executive Blog. Employee Blog.

Openness where possible.

Rules where necessary.

Define your Enterprise 2.0...

Inspired by an idea from J. Robes, www.weiterbildungsblog.de

Authors

Approval

Identity

Structure

Semantics

Conventional Businesses

Web2.0

few editors

taxonomy

centrally determined

authentification necessary

central

all employees

folksonomy

generated by usage

anonymity possible

individual

...and bring it to life.

There's lots to be done!

Is it worth it?

Don‘t we have other priorities, in times like these?

Well, don‘t we?

"A difficult economic environment argues for the need to innovate more, not to pull back."

Ken Chenault, CEO American Express

Social Software – properly integrated, goes over well with the employees,...

...and becomes the indispensable knowledge-infrastructurefor the firm.

„In an economy where the only certainty is uncertainty, the one sure source of lasting competitive advantage is knowledge.“

Ikujiro Nonaka

Todos mis agradecimientos por el apoyo y esta gran presentación a: