Knowledge meets Community (updated)

COPYRIGHT © 2014 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
Marc Jadoul
Marketing Director & Engage Advocate
Updated: September 2014
SOCIAL COLLABORATION
WHEN KNOWLEDGE MEETS COMMUNITY

2
The only irreplaceable capital
an organization possesses
is the knowledge and ability
of its people. The productivity
of that capital depends on
how effectively people share
their competence with those
who can use it.
Andrew Carnegie, 1919

3
knowl·edge 'nä-lij
Knowledge is of two kinds: we know a subject ourselves,
or we know where we can find information upon it.
Samuel Johnson (1709-1784)
EXPLICIT KNOWLEDGE TACIT KNOWLEDGE
Photos: 26fruits.co.uk, ebcatering.com

4

5
KNOWLEDGE MANAGEMENT IS A CYCLIC PROCESS
Source: “The Knowledge Creating Company”, Nonaka & Takeuchi, 1995
TACIT
TACIT
EXPLICIT EXPLICIT
TACIT
EXPLICIT
socialization externalization
internalization combination
EXPLICIT
TACIT

6
Laurie Buczek
Social Media Strategist, Intel
Today, the average
employee dumps
1 day a week trying
to find people with
the experience and
expertise, plus the
relevant information
to do their job.
Photo: www.visualphotos.com

7
E-MAIL, TRADITIONAL INTRANETS AND
COLLABORATION TOOLS ARE NOT LIVING UP TO THE
EXPECTATIONS

8
Photos: bunnomatic.com, bottledspringwater.ca

9
com·mu·ni·ty kə-'myü-nə-tē
a network of individuals with common problems or interests
that ‘get together’ and collaborate to identify common
solutions, explore new ways of working, and share good
practices and ideas.
Photo: thecontentauthority.com

10
HOW COMMUNITIES POWER NONAKA’S SPIRAL
TACIT
EXPLICIT
TACIT EXPLICIT
community adoption
diffusion, application
& value realization
organizational
adoption
individual
learning
INFORMAL
COMMUNITIES
FORMAL
COMMUNITIES
Based upon: “The Knowledge Creating Company”, Nonaka & Takeuchi, 1995

11
VALUE CREATION
Goal
Act
Coordinate
Form team
Communicate & have
conversations
Connect
Find and discover people
Share what you know, have a think
Make yourself visible and participate
High visibility
Low visibility
Build trust
TRADITIONAL VIEW
OF COLLABORATION
SOCIAL
COLLABORATION
OSCAR BERG’S COLLABORATION PYRAMID
Source: www.thecontenteconomy.com

12
SOCIAL MEDIA UNLEASH NEW MODELS FOR
IN-COMPANY COMMUNICATION AND COLLABORATION
TRADITIONAL INTERNET
& INTRANETS, EMAIL
LISTS, PODCASTS,
WEBINARS, ETC.
SHAREPOINT & WIKIS, GROUP AUTHORING,
AUDIO & VIDEO CONF, ETC.
SOCIAL NETWORKING,
TAGGING & RATING,
(MICRO) BLOGGING, ETC.
f(N)
f(2N)
f(N2)

13
SOCIAL TECHNOLOGIES COULD RAISE PRODUCTIVITY
OF KNOWLEDGE WORKERS BY 20-25%
Source: McKinsey&Company,2012
Role-specific tasks
39%
Searching and
gathering information
Reading and 19%
answering email
28%
Communicating and
collaborating internally
14%
% OF
WORK
WEEK
25-30% PRODUCTIVITY
IMPROVEMENT
10-15% PRODUCTIVITY
IMPROVEMENT
25-35% PRODUCTIVITY
IMPROVEMENT
30-35% PRODUCTIVITY
IMPROVEMENT

14
Prof. Paul Leonardi
Kellogg School of Management
Northwestern University
After six months those
who had used the
enterprise social
networking site had
improved their ability to
find information by 31%,
and to find people who
knew the person with
information by 71%.
Source: insight.kellogg.northwestern.edu/article/the_coworker_network

15
BREAK DOWN ORGANIZATIONAL SILOS
Photo: aadezyn.com

16
DON’T RELY ON THE 90-9-1 RULE

17
CREATE A WIN-WIN MODEL FOR ALL STAKEHOLDERS

18
EMPOWER AND LEVERAGE PEOPLE AT ALL LEVELS
Picture: *phil-cho, deviantart

19
EARN THE BUY-IN OF MIDDLE MANAGEMENT
Photo: woahh.com
(GARETH KEENAN in the UK)

20
NEW COMMUNICATION TOOLS MAY
NEED SOME EXTRA GUIDANCE
Source: Bell Telephone System
(GARETH KEENAN in the UK)

21
Source: onefte.com

22
STIMULATE CREATION OF ‘OPEN’ GROUPS
Increased collaboration, transparency and trust
Please,
join my
list…
Can I join
your group?
Join our
community!
PRIVATE/SECRET MEMBERS ONLY OPEN

23
P
U
S
H
ROMOTE
SE
HARE
ELP
Picture: Joseph Tey on www.greenchameleon.com

24
KEY COMMUNITY ROLES
community members (creators, contributors, participators, lurkers)
executive sponsor(s)
champions /
advocates
moderators /
facilitators
platform
owner
key
contributors

25
FIVE STEPS TOWARDS BUILDING A COMMUNITY
Identify the purpose and define the community
Find a sponsor and attract champions/advocates
Launch the community and develop the practice
Facilitate, manage and moderate
Monitor, celebrate and persist
1.
2.
3.
4.
5.

26
ADOPT A LIGHT GOVERNANCE MODEL

27
NWOW en- 'wou
The New Way of Working (NWOW) places the organization’s
most valuable resource —its people— center stage.
It creates an environment in which they can and want to
give their best (their heart, mind, competencies, talents
and passion) in their work.
Dirk W. Bijl, “Journey towards the New Way of Working” (2011)
Photo: forbes.com

28
EMPLOYEE PERFORMANCE GOALS
AND COMPANY LEVERS
OVERALL
PRODUCTIVITY
WORK-LIFE
BALANCE
COMMITMENT
WORKPLACE
TECHNOLOGY
ORGANIZATION
CULTURE

29
ORGANIZATION
Temporary roles, (re-)allocating
competences and skills
Results instead of function,
rank or location
Contribution and progress
instead of rules
Less hierarchy
CULTURE
Source: Securex, Alcatel-Lucent
WORKPLACE
Remote IT support
Homeworking and telecommuting
arrangements
Any time, any place, any device
Cooperative environment
and informal meeting places
Flexible work spaces
Social capital
Accountability
Trust
More autonomy
Open communication
TECHNOLOGY
Voice, video and data
communications & messaging
Collaboration tools and social media
BYOD, cloud and ‘consumerization’
Mobility and nomadic support
Broadband access with secure VPNs
Networks instead of silos

30
EMBRACE THE MOBILE (R)EVOLUTION
Any DEVICE Any TIME Any PLACE Any WORKER

31
HOME & TELEWORKING CONTRIBUTION TO NWOW
Source: Citrix, 2012
FOR EMPLOYERS
80% 73% 47% 44% 36%
cost-related
benefits
agile
workforce
employee
attraction
employee
retention
better business
continuity
FOR EMPLOYEES
65% 62% 61% 55% 26%
increased
flexibility
increased
productivity
reduced
commuting time
better work/life
balance
not having to work
a standard 9-to-5

32
CLOUD CONTRIBUTION TO NWOW
Source: CDW , February 2013
55%
increased
efficiency
31%
free IT staff
for other projects
49%
improved
employee mobility
25%
reduced IT
operating costs
32%
increased ability
to innovate
24%
offer new
products/services

33
COLLABORATION CONTRIBUTION TO NWOW
87%
increased
productivity
80%
reduced costs
(incl. travel)
83%
better informed
decision making
82%
increased
end-user satisfaction
75%
alignment between employees
teams and management
Sources: Customer Solutions Group, IDG, 2011

34
SOCIAL COLLABORATION CONTRIBUTION TO NWOW
71%
speed to access
knowledge
INTERNAL
CUSTOMER
RELATED
PARTNERS,
SUPPLIERS,
EXTERNAL
EXPERTS
66%
communications
cost
55%
travel cost
48%
speed to access
experts
42%
employee
satisfaction
65%
marketing
effectiveness
51%
customer
satisfaction
47%
marketing
costs
43%
travel
costs
34%
customer
support costs
63%
communication
costs
62%
speed to access
knowledge
54%
travel
costs
48%
speed to access
experts
42%
3rd party
satisfaction
Source: McKinsey, 2013

35
EMPLOYEES VALUE MORE THAN JUST MONEY
Source: Alcatel-Lucent, 2012
22.1%
12.9%
10.1% 9.8%
9.2%
8.7%
8.0% 7.9%
7.1%
4.3%
Salary Work
Location
Technology
Benefits
Technology
Policies
Network
Speed
Career Train Career
Advance
CSR Collaboration Extras
% of employees’ decision influenced by
by combining the three
technology aspects,
technology has more
influence than salary.
29.1%

36
IT, HR AND CORPORATE CULTURE ARE LINKED
WHO’S DRIVING NEW TECHNOLOGY SOLUTIONS THAT
WILL HAVE A POSITIVE EFFECT ON COMPANY CULTURE?
HR 18% IT + HR 32% IT 41% Neither
67%
OF ‘CULTURAL GURU’ COMPANIES SAY THERE IS A
CONNECTION BETWEEN IT TOOLS, SERVICES & POLICIES
AND EMPLOYEE RECRUITMENT & RETENTION.

37
SEVEN HABITS OF HIGHLY SUCCESSFUL COMPANIES
1.
2.
3.
4.
5.
6.
7.
They put high end mobile technology in the hands of their employees.
They leverage the employees' personal technology.
They use IT to equip workers with useful tools and drive a healthy culture.
They seek out leaders with poise, not drones who follow direction.
HR and IT communicate to improve culture and recruitment/retention.
They understand that employees need to take breaks.
They are culture forward – success or failures are rooted in culture.

38
www.transforming-business.net

CASE STUDY:
, ALCATEL-LUCENT’S SOCIAL INTRANET

40
ALCATEL-LUCENT AT A GLANCE
500K+
Customers
(enterprise)
1M+
Networks
1000+
Customers
(network operator)
400G IP CloudBand™ Motive
customer
experience
lightRadio™ 400G
photonic
XRS Core
router
VDSL2
vectoring
Network DVR
Emmy Award
€ 14.4 BN
2013 REVENUES
TR100
MOST INNOVATIVE
COMPANIES
2011
2012
2013
62,000
EMPLOYEES
EOY 2013
7
NOBEL
PRIZES
3,000+
PATENTS IN 2013
250+
UNIVERSITIES
COLLABORATING
32,000+
ACTIVE PATENTS
DJSI 2012 & 2013
INDUSTRY GROUP
LEADER FOR
TECHNOLOGY
16.1%
2013 NET
R&D/SALES
2.0%
2013 ADJUSTED
OPERATING
MARGIN
20,000
ENGINEERS

41
SHAPING OUR CULTURE FOR EXCELLENCE
Focused analysis,
rapid decision making
and diligent execution
give us the agility and
flexibility that our
customer expect
We remove
complexity and
challenge existing
practices that create
waste and
unnecessary efforts
We take responsibility
for our objectives,
our actions, and the
consequences of our
results
We demonstrate
expertise, reliability
and integrity and
expect the same of
everyone we work with
SPEED SIMPLICITY ACCOUNTABILITY TRUST
We strive for EXCELLENCE in serving our CUSTOMERS
The essence of WHO WE ARE and HOW WE WORK reflects in OUR 4 VALUES

42
Photo: Bell Telephone Mfg. Co., 1956

43
WHAT EMPLOYEES EXPECT FROM ENTERPRISE 2.0
to manage :
 My profile (myself)
 My network
 My communities
 All functionalities
 Subscribe to alerts
 Get news
 Consult statistics
 …
 Comment / rate …
 Ask questions / Talk (IM)
 See each other
 …
A Single
Workplace
2
Keep
Informed
Find & Publish
4 Get In Touch
& Communicate
3 5
 Post/share ideas
 Organize/animate events
 Create/join Workplace
 …
Share & Build
6
In a User-friendly Environment
I belong to communities  I get visibility
7
 People / Experts/ Groups
 Content : Documents,
Links, webcast, …
 Projects, experience,
success stories
 …
 Who I am
 Where I am
 What I know
 Who I know
 The communities I
belong to
White &
Yellow Pages
1
Source: Alcatel-Lucent “Reconnect people” taskforce, 2009
ME
COPs COIs
COMPANY-WIDE

44
2 3 4
7
1 = White & Yellow Pages = Single Workplace = Find & Publish = Keep Informed
5 = Get In Touch & Communicate 6 = Share & Build = User-friendliness
EXISTING TOOLS' ADEQUACY
Joomla! is a collaborative tool centered on wiki quite easy to use.
However, lack of global search engine or independent blogs make
collaboration difficult. There is no social networking aspects and no
document management system.
MySite and TeamSite are powerful tools but difficult to use because of the
numerous collaboration functionalities they offer. In addition, developing
a social network is not possible since you cannot follow the activity of
your colleagues or create links with them
Experium is a good tool to store documents but a bit complicated to use.
Collaboration is limited to blog and wikis without dedicated workspace.
Furthermore, there is no social networking dimension
P&P is a social network application based on tagging, easy to use but
incomplete. It is indeed not possible to create group, follow activity in
your network and build relationships. There is no document management
or document storage system.
1 2 3 4 5 6 7
Source: Alcatel-Lucent “Reconnect people” taskforce, 2009
(proprietary tools)

45
connect contribute
collaborate

46
, BASED UPON ’S SBS PLATFORM
Share & Build
White &
Yellow Pages
A Single Workplace
Keep
Informed
Find & Publish
In a User-friendly Environment
Get In Touch
& Communicate
2
1
4
3
5
6
7

47
, NOW RUNNING ON 7

48
ANY TIME – ANY PLACE - ANY DEVICE
Single Sign On
2-Factor Authentication

49
HOW HAS BEEN INTRODUCED
Breaking down silos
Company
FaceBook
Changing our way
of working
Content
driven
User
owned
Relevant for YOU
Also non work-related
content
Chaos will rule
Open, till someone
says “STOP”
NOT yet
another IT tool
NOT a document
storage system
You can reach more people
You can find stuff faster

50
MAKE YOURSELF SEARCHABLE
Create a profile that contains basic information about yourself. It will
enable people to find you when they need an expert in your field. Be
sure to fill the fields related to your interests, your expertise and tags.
MANAGE YOUR INFORMATION FLOWS
Personalize your Engage home page by adding “widgets” to filter and
follow activity in the groups you belong to, on specific keywords/tags,
certain people's blogs, discussions in groups you follow, etc.
CONNECT – COLLABORATE - CONTRIBUTE
REDUCE EMAIL NOTIFICATION OVERLOAD
By default, the Engage platform will send you an email message
when content you care about is added or changed. Engage
provides you with some easy to use tools to help you manage
Engage email notifications.
Visit “Getting Started Using Engage”, send a mail to
ECM@alcatel-lucent.com or contact an Engage advocate.

51
April 6th, 2010: BETA LAUNCH
April 29th, 2010: SOFT LAUNCH
3,000 members 200
100 members 1
June 21th, 2010: OFFICIAL LAUNCH
12,000 members 800
April, 2011: AFTER 1 YEAR
52,000 3,000+ members
COMMU-nity
COMMU-nities
COMMU-nities
COMMU-nities
FROM 0 TO 50K USERS IN THE FIRST YEAR

52
EVALUATION (AFTER 1 YEAR)
71%
EASIER
55%
EASIER
60%
EASIER
COLLABORATE | Easier to find information and expertise
CONTRIBUTE | Easier to reach, ask, share, advertise …
CONNECT | Easier to be more aware of other ALU areas

53
GARTNER’S (TECHNOLOGY) HYPE CYCLE
visibility
Technology
trigger
Peak of
inflated
expectations
Trough of
disillusionment
Slope of
enlightment
Plateau of
productivity
Source: Gartner

54
HAS FOLLOWED A GARTNER-LIKE CYCLE…
visibility
Soft launch
& early
growth
Formation of
formal & informal
communities
Implementation
of the
Shift plan
Re-positioning
& re-promotion
campaign (TBD)
General acceptance
as a (social)
productivity tool
• Organization restructuring (the Shift Plan)
• Headcount reductions (incl. advocates)
• Inactive user decommissioning
• New CEO less visible on Engage
• GUI discontinuities (Jive upgrades)
mid 2013
mid 2014
mid 2010
62,000 users

55
(*) on 1st July 2014
128,646
DOCUMENTS
QUESTIONS POSTED
65,066
DISCUSSIONS
20,743
44,962
BLOG POSTS
A RICH KNOWLEDGE REPOSITORY*
OF WHICH
HAVE BEEN ANSWERED
16,196

56
A TYPICAL DAY IN 2014
(*) January 2014 - July 2014 averages
160
DAILY CREATES*
52
DAILY LIKES*
1,095
DAILY REVISIONS*
31,466
DAILY VIEWS*
129
DAILY RESPONSES*

57
ABOUT 1/3 OF EMPLOYEE POPULATION IS ACTIVE
2.6% CONTRIBUTING**
7.9% PARTICIPATING**
36.0% ACTIVE**
(*) on 1st July 2014 (**) January 2014 - July 2014 averages
48,139
REGISTERED
USERS*

58
THREE IMPORTANT TYPES OF CONTENT
FORMAL
(COPs)
INFORMAL
(COIs)
BLOGS

59
GROUPS ACTIVITY
‘Business Press Coverage’ ‘IT Transformation/Our IT’ ‘Naperville Swap & Shop’
active participating contributing
0.3 1.9 1.0 1.5
2320
3.3
11.0
32.0
1.3
379
0.0 2.0
8.6
2.4
326
daily views daily responses daily likes daily revisions daily creations

60
A LIGHT GOVERNANCE MODEL
[…] You can participate on Engage in blogs, discussions, groups and projects. You can post
comments or entire documents (including Word documents, PowerPoint presentations,
PDFs, etc.). Please keep in mind that whatever personal information you submit will be
viewable by Alcatel-Lucent colleagues, including those in other countries, who have access
to the pages in question.
In all cases, you are cautioned to select material that is appropriate for our business
environment. You are forbidden to post any material that violates Alcatel-Lucent’s
Code of Conduct. For example, all posted material must be non-discriminatory and must
not be harassing toward other users/employees. You should not provide any unauthorized
advice on Engage with respect to legal or financial issues, or any Alcatel-Lucent employee
benefits plans or programs. All posted materials will be considered non-proprietary to you.
Please refer to the Alcatel-Lucent Web 2.0/Public Discourse Guidelines for advice about
appropriate use of Web 2.0 social networking tools.
Engage also allows you to post photographs. You are always free to post any personal
photographs that do not depict other people, so long as the pictures are tasteful and
suitable for a business environment. However, you may submit photographs containing
images of other people only if you have received the informed consent of each person
appearing in the photo for the photo to be published to Engage. If you post any
photograph of yourself, you are expressly consenting to disclosure of any personal
information, including sensitive personal information, revealed by your photograph. […]
Source: Alcatel-Lucent Engage terms of use & privacy notice

61
EXECUTIVE SPONSORSHIP
I love the blogs on Engage, but I love the reactions even more.
I think the passion expressed, openly and without any need to
make an apology, is terrific.
Sure, sometimes there is critique, sometimes justified,
sometimes not. But the most important thing is that there is
debate and exchange of views. Things are brought in the open
and people start to learn that that is OK. That is important,
because it also allows a reflection of our own behavior.
So, Engage forces not only good discussions, it forces me to look
in the mirror again and see if words have still the true meaning.

62
‘EVEN’ TOP MANAGEMENT HAS A SOCIAL FACE
… and I am going to marry
the finest woman I ever met ...
Tell the new Mrs. [name] we congratulate
her with the upcoming marriage! – Ben

63
MEASURING REAL VALUE
We saved 450 minutes/week in
project status conference calls.
Got better answers
to questions in 30
minutes vs. hours.
I was able to contribute to new
and different parts of business.
I have been working 11 years
with this company and because
of Engage, I feel more connected
with my colleagues now.
Strong’Her, an informal community of male and female employees is
unofficially shaping the company’s thinking on gender dynamics.
Photography CoI led to a cost-saving idea: reuse employees’ images in
marcom materials instead of paying for professional stock photos.

64
TOWARDS A DIGITAL WORKPLACE…
Based upon: Jane McConnell, www.netjmc.com
“SOCIAL” (COMMUNITIES)
• Discovering, learning , sharing and collaboration
• Real time, dynamic, unpredictable
“MANAGED” (INTRANET)
• Official communication & managed information
• Authoritative, stable, reference
“CONTENT” (COLLABORATION)
• Team and project collaboration
• Creative, coordinated, goal-oriented
SHAREPOINT & WIKIS
INTRANET PORTAL & PAGES
THE
DIGITAL
WORKPLACE

65
A JOURNEY, NOT A DESTINATION
Photo: blisterdirect.com
… 2009 2010 2011 2012
+ Ask@Ben
+ Yammer
+ Comment & Rating (Intranet)
+ ALU TV (Youtube like)
+ Livebloging, Livechat
+ Social Sharepoint (pilot)
+ Café Wiki
+ Engage (Jive 4)
+ Café Engage
+ Home 2.0
Engage (Jive 5)
+ “No email days”
+ MSO Communicator
Blogs
Wikis
Sharepoint
2013
Engage
(Jive 6)
…
Intranet
portals
2014
Engage
(Jive 7)
+ MS Lync

66
AND OF COURSE THERE’S STILL A ROLE
FOR NON-DIGITAL COMMUNICATION …
Video: http://www.youtube.com/watch?v=rl3wWccjD4Y

www.linkedin.com/in/mjadoul
@mjadoul
www.slideshare.net/mjadoul
marc.jadoul@alcatel-lucent.com
B2Bstorytelling.wordpress.com

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