WHERE DOES IT START?
Baby Bear is intensely curious, driven to try new things just for the heck of it. Most collaboration projects begin at the bottom of the organisation and migrate upward. Typically, a young internet enthusiast who knows the web 2.0 environment joins the company. She sees an opportunity to improve local performance with a blog or wiki. She takes a proposal to her manager. One hopes that the manager asks “What’s the business case?” If they decide the proposal is worthy of consideration, the next step will be to create a prototype to try the idea on for size.
Happily, the costs of setting up a web 2.0 application are trivial. Furthermore, applications are simple to program. You no longer need to be a programmer to produce a prototype for show-and-tell. Many a prototype has been developed in a matter of hours.
Baby bear is the application champion. If he is low in the organisation, he probably begins with a simple, free, online wiki to deal with
a local problem and builds support by pointing people to the wiki. Baby bears come in all sizes. In addition to the local enthusiasts, social software projects have been initiated by:
- CIO - fulfiling request from others
- CIO - trial, seeing if it lives up to rumours
- Line manager with specific problem to solve
- Staff - exploring process improvements
- HR - best practices, organisation development
- Exec - read about it in airplane magazine
- Exec - major push, organisational challenge.

The U.S. Department of Defence spends the most money on training of any organisation in the world, yet a simple web application started by two company commanders on their own has become the most important source of collaboration and knowledge sharing among officers in Iraq.
Two company commanders who had been classmates at West Point shared quarters. In the evening, they would talk over the day’s events and reflect on what they had learned. Sensing that other officers might want to join the conversation, they started a blog. Rather than go through channels, they didn’t ask for permission. (Anyone can set up a blog for free in less than five minutes.)
The blog spread virally among company commanders, becoming more valuable as more voices chimed in. Soon the blog, Company Command, was a must-read. Unlike material coming from the Pentagon, the conversations in the blog told what had happened only hours before; they were in everyday, conversational English, not bureaucratese; they focused on need-to-know information for survival, not something one might use next year.
In another case, a staffer in a large company thought an in-house Wikipedia would help employees find information and retain a corporate memory. A technology evangelist downloaded free software and implemented a wiki behind the firewall. It soon became the bridge among five divisional silos and the go-to place for finding things out. Volunteers populated the system with handy information from all corners. New hires get up to speed by spending a day exploring the in-house information centre.
Bottom-up collaborative environments all over the corporation tend to improve functions that are already in place. Criteria for selection: pick the low-hanging fruit.
When small projects gain enough attention to appear on the corporate radar, responsibility for selecting and implementing social software is delegated to the IT department, either to take the prototype forward or perhaps because the IT press and CIO community say it’s the thing to do. CIO magazine, once sceptical of the web as an intrusion onto IT’s turf, is now singing its praises, e.g.:
One of the driving forces behind Web 2.0 is the virtual office - teams of far-flung experts collaborating online to create a whole greater than the sum of its contributors
A KM system that’s ‘actually being used’ - this kind of language hints at the scepticism both users and CIOs have had about KM for years.
One final bit of good news: Users say the new, simpler KM tools make it easier to justify the investment to your fellow C-level executives. “It can be very difficult to make a pitch to senior management about why knowledge management is important, because it’s not real to them,” explains Northwestern Mutual’s Austin. Now, she just shows them blog users engaged in explaining their projects to coworkers.
Enterprise 2.0 tools make it easier to share and organise information. Tagging and rating provide a straightforward way to find content and make judgments about what to look at. Blogs and wikis are natural collaboration and communication platforms. Social network tools help staff find the right individual or group of people. Enterprise 2.0 has the potential to provide knowledge and content management in a surprisingly cheap and easy fashion using Web-based tools (ABC An Introduction to Web 2.0, CIO magazine, July 12, 2007).
Sometimes IT becomes involved because it controls everything to do with computers. This can have disastrous consequences if IT takes full control. Implementing online collaboration deals more with people issues than software decisions, but IT people solve IT issues.
A typical selection process may involve setting up a matrix of vendors and features, yet features are unimportant compared to ease of use and other factors. Social software is often lightweight, but inexpensive can translate as unimportant to IT. The upshot is that often the customer view is not taken into account.
Little bear needs IT’s help in enforcing the standards necessary for efficiency. IT should lend its expertise and influence in security, compliance, and building a foundation for growth.
If not an IT decision, a business user with a problem to solve probably initiates the inquiry. Sometimes the goal is meta, for example, increasing innovation. More often the issue is immediately practical, for example onboarding 1,500 new staff or tracking plans for 75 customers. Criteria for selection: solve a burning business problem.
Sometimes executives mandate experiments with social software because they’ve read about it in the business press or hear success stories from colleagues. Their interest may be faster cycle times, unleashing corporate wisdom, consolidating an acquisition, or other over-arching need. Criteria for
project selection: focus on strategically important areas.
One of the driving forces behind Web 2.0 is the virtual office - teams of far-flung experts collaborating online to create a whole greater than the sum of its contributors.
IS BABY BEAR’S ORGANISATION READY FOR THIS?
At this stage, all we have is a prototype. Nonetheless it’s a good idea to test the water before jumping into the pool. At least that will keep you from diving into hot water.
Consultant, online advocate, and champion of NGOs Beth Kanter has lots of experience assessing whether an organisation is ready for online collaboration. Beth thinks you are not ready if:
- Management is obsessively controlling
- The organisation will not accept changes in how you work
- Your employees are not online
- Everything must be vetted by central authority
On the other hand, you may be prepared if you want to:
- Make it easy for people to share knowledge
- Are willing to share ideas in progress and let others join in
- Want to enable many voices
- Can deal with messiness
SELECTING A STARTER APPLICATION
Your mileage may vary, but initial projects have a better chance of thriving if:
- Participants have a shared need.
- It’s easy for participants to see what’s in it for them.
- The information involved is not controversial.
- A sound business case can be made.
- Stand-alone implementation is feasible (i.e. not requiring connection with other systems)
- The project yields a good example to use when getting support for other projects.
- You can open in New Haven.
New Haven? Sixty years ago, producers staged new plays at the Shubert Theatre in New Haven, Connecticut, before taking them to Broadway. No critics were in the audience, so if a major overhaul was required before the official release, no one was the wiser. Similarly, if your first prototype bombs, it’s nice to be able to sweep it under the carpet and begin anew.
DOCUMENT THE BUSINESS CASE
To maintain focus, the owner of a project should prepare a document in response to these questions:
- What is the goal of the collaboration?
- What’s the current situation?
- What do you expect it to be after the project?
- How will this be accomplished?
- What is the business benefit? (In business terms).
- How do you quantify the size of the benefit?
- Who’s going to take part?
- What might go wrong?
- Is this a one-time project or an on-going process?
- Do we have sponsorship higher up?
- Who will participate on the team?
- If it’s a one-timer, when will it be completed? What is the kill date?
Display your answers prominently on the wiki, blog, or whatever tool is involved.
COMMITMENT BY TEAM MEMBERS
It’s great to begin a long-term collaboration with a face-to-face meeting. Either in person or virtual, social bonding comes before business, for that’s the platform on which the work will be built. Begin with games and getting-to-know-you exercises. Give people time to talk and become familiar with one another.
Social connections remain vital throughout the collaboration. People work best with people they know. Encourage people to share information about themselves. Post photographs of participants. Pinpoint their locations on a map. It’s important that collaborators are working under the same set of assumptions. Discuss each of these areas and ask for individual commitment to them.
- Respect the team, and do what is best to accomplish the objective. Be selfless, not selfish.
- Members will be active. If a member spots something to improve the collaboration, she volunteers to do it.
- Members freely share ideas and suggestions. They do not hoard information or keep secrets.
- Members treat each other with respect. The team is committed to continuous improvement.
- Members care for one another emotionally, helping one another over rough spots and fears.
- Use whatever tools are appropriate to advance the project: phone calls, on-line meetings.
- Members trust one another. They ‘make this marriage work.’
Be prepared for push-back. Workers who see collaboration as hindering their work rather than supporting it will be reluctant to join the effort. organisations that are accustomed to a single viewpoint (usually top management’s) can become rattled as other voices begin to speak. It’s useful to recruit a band of early supporters to help sell the value of the project.
ONLINE COLLABORATION DRIVER LICENSE
You cannot learn to swim without getting in the water. You will not appreciate collaborative technology without writing entries in a blog, taking part in a wiki, and subscribing to an RSS feed.
If you haven’t experienced these things, don’t go into denial. Yes, you really need to do them. No, logic is insufficient for grasping what is going on. It needn’t take more than an hour or two, spread out over a week or two to experience these things. Find a private place to practice. Trust us, it’s painless. And you’ll be rewarded with not only your online collaboration license but also a big ah-ha of understanding.
To earn your automobile license, you have to demonstrate that you can drive the vehicle. Likewise, you don’t really qualify for a collaboration driver license until you’ve taken part in a successful collaboration.
Hints on what works with social software
- Keep it simple
- Keep it flexible
- Do it yourself (blog/wiki) or you won’t understand it
- Be innovative, ever alert to productivity improvements
- Be open to new ways of doing things
- Release early and release often. Just do it
- Promotion is important. Remind people where to look
- Focus on the function rather than on the tools
- Provide step-by-step how-to guides
- Provide the opportunity to celebrate small successes
- Give people time to practice using the software - it is easy to forget how to do things, especially when you don’t use the software regularly.