Dr. Karsten Ehms Global Technology Field Knowledge Management. Copyright Siemens AG Alle Rechte vorbehalten.

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1 Corporate Technology Dr. Karsten Ehms Global Technology Field Knowledge Management Copyright Siemens AG Alle Rechte vorbehalten.

2 Social Siemens Global Overview Challenges and Consequences Why? 3+ Platforms 3 Challenges 3 Consequences Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

3 Knowledge Important Milestones Community of Practice KM: Initiative of KM Experts ICM / ICN ShareNet SIEMENS wide Introduction of LiveLink References@BT Awarded by APQC 12/2007 Awarded by MAKE 11/2009 First SIEMENS search engine Central KM Office (CKM) A&D SharePoint Services SIEMENS Blogosphere Techno Web CT Innovation field Information & Communication discovers KM SIEMENS Employee Portal Reference Process House personalized Search First Innovation Jam Competence Center Knowledge Mgmt. at CT SIEMENS Enterprise Portal Siemens Wikisphere Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

4 What to do with Social Software? McKinsey 2008 Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

5 Three Global Open Platforms Blogosphere Wikisphere TechnoWeb 2.0 Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

6 Three Global Platforms in the order of appearance Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

7 Global Intranet Integration Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

8 Integrated into our Global Intranet Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

9 Example Blogosphere Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

10 What is the Siemens Blogosphere? The Siemens Blogosphere is a globally available social networking platform that builds on personal relevant (micro)content. gobally available: part of the intranet portal, uses entitlement service and is linked to the SCD active users from 40 countries personal relevant (micro)content: content streams consist of weblog entries of different forms and length plus comments social networking: open commenting, following, links, overview pages and tagging foster networking of employees and selectively guide attention a platform for several applications like personal weblogs, topic channels, news channels and jams (large scale online discussions) Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

11 Siemens Blogosphere as Global Communication and Networking Platform Dynamic views Posts and blogs Tags RSS Feeds Help & FaQ s (Weblog) Report Abuse Bugs & Ideas (Weblog) Link here Guidelines Search Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

12 Social Software Challenges Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

13 Challenge Participation Inequality Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

14 Participation Inequality Different Levels of Activities 90:9:1 source: useit.com Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

15 Levels of Participative Actions Also following a Power Law? Internet / Intranet read weblogs W. kommentieren comment set W. up einrichten a weblog continuous W. pflegen part. 33% 50% 66% 15% (3-55) 90 : 9 : 1 rule Ehms 2010 Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

16 Challenge Expectations on Growth (Adoption) Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

17 Also a Power Law? Be modest when it comes to growth expectations! ILLUSTRATION: SERGE BLOCH from Briscoe et al Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

18 Challenge UseCaseVariety Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

19 Variety of Use Cases Weblogs as an Example Microblogging Filter Weblogs 10 Weblogs analyzed in depth Mass Media 20 Purposes / Benefits Diaries Expert Blogs Journalism 9 after condensation Bookmarking Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

20 The Social Software Volcano (Motives) What Benefits do Bloggers perceive? (5) experience acknowledgement as an expert Networking (6) keep and expand contacts (over distance, units, countries) (8) gain insight into the global organisational context and culture (3) reflection and structuring of content and experiences (2) targeted collection of knowledge, sharing of tips (4) get feedback on ideas (1) personal, mobile collection of knowledge Information Management Communication (9) fun (intrinsic motivation) and experimenting with new media ( Collaboration ) (7) reach new target groups for special topics or offers > more: see Ehms 2010 Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

21 Social Software Volcano: Use Patterns and Potential Benefits of Social Software (functionalist) Networking Information Management Communication Collaboration Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

22 Claim Potential benefits of Social Software for Knowledge Management are driven by features that drive Networking. Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

23 Global Networks (based on comments) Most important Metrics: Cross Coutry and Cross Organizational Networking Virtual contacts, based on comments were: cross-country or cross-unit by 81% cross-country and cross-unit by 50%. (data from July 2007) Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

24 Different Types of Network Ties for Different Forms of Coordination None McAfee references on Granovetter s Concept of Strong and weak ties (1973). Bull s eye / SpiegelEi Potential Weak Strong Posted by Prof. Andrew McAfee on Tie Strength Strong Weak Potential None Potential Benefits Collaboration, Productivity, Agility Innovation, Non-redundant information, Network bridging Efficient search, Tie formation Collective Intelligence Technology Example Wiki Social Networking Software Blogosphere Prediction Market Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

25 Social Software as an Instrument for Knowledge Management 2.0 organisational goals Resilience Efficiency Flexibility Innovation cumul. coord. share knowledge develop knowledge N individual goals I C Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

26 Adopting Social Software Consequences Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

27 Claim Openness is a key prerequisite for the emergence of networks. Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

28 Use Patterns and Potential Benefits of Social Software (Functionalities) accessibility Networking coupling Information Management Communication Collaboration Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

29 Redefining Access Rights Different Forms of Opening Content + public listing / teasers etc. + findable but unlisted (corp. search) Symbol based (URL, /1234) Object specific security ( holy grail ) Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

30 Claim Authenticity seems to be another prerequisite Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

31 The Social Software Volcano (Cases) What Real Life Use Cases emerge? [1] Expert Weblog: Technical Documentation Networking [8x] Intensive Dialoge (Expat) [9x] Expert Weblog: Web Techn. / experimental [7x] Opinion Weblog: Info Mgmt. / Lotus Notes [2] Filter Weblog: Project Management [3] Link Weblog: Information Management [10x] Out linking Blog Tips and Tricks Information Management [4] Manager Weblog (Expat): Information Officer Communication [6] Topic Weblog: Clima Change / Green ( Collaboration ) [5] Link-Weblog: Technical Marketing > more: see Ehms 2010 Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

32 Authentic Knowledge Weblogs do have more connections INComments OUTComments 8x 1w 7w 9w 2w 3w 4_ 10_ 5_ 6_ A knoweldge weblog is a digital artifact which is primarily structured in an episodic way and that makes personal knowledge observable (Ehms 2010) Ein Wissensweblog ist ein primär episodisch strukturiertes, digitales Artefakt, welches personales Wissen beobachtbar macht. (Ehms 2009) Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

33 Claim Networks drive networked coordination this creates tension with other forms of coordination like hierarchy and markets. Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

34 Forms of Coordination inside organizations Networks Hierarchy Markets Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

35 Shifts in Control, Culture and Coordination Mechanics, Determinism Industrial Society Organic, Drift Knowledge Society unambiguousness (panacea trap) Complexity Networks Selections / Choices predictable Self Organization - subjectivity - complexity don t fail experiment, fail cheap, fail early Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

36 Summary Why? Technical History Knowledge Management Platforms Challenges Participation Inequality Expectations on Growth Variety* of Use Cases Consequences Openness / Transparency Authenticity Coordination and Control Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

37 Some Advice Provide an attractive and flexible infrastructures Watch the emerging patterns Support personal workflow integration and x-platform int. Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology

38 Thank you for your attention Siemens AG Corporate Technology, Knowledge Management Siemens AG, CT T IAT KDS Otto-Hahn-Ring 6 D Munich Karsten Ehms Dipl.-Psych, Dr. phil. [email protected] Tel.: +49 (89) Siemens Aktiengesellschaft: Chairman of the Supervisory Board: Gerhard Cromme; Managing Board: Peter Loescher, Chairman, President and Chief Executive Officer; Wolfgang Dehen, Brigitte Ederer, Heinrich Hiesinger, Joe Kaeser, Barbara Kux, Hermann Requardt, Siegfried Russwurm, Peter Y. Solmssen; Registered offices: Berlin and Munich, Germany; Commercial registries: Berlin Charlottenburg, HRB 12300, Munich, HRB 6684; WEEE-Reg.-No. DE Page Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology