Corporate Technology Dr. Karsten Ehms Global Technology Field Knowledge Management Copyright Siemens AG 2010. Alle Rechte vorbehalten.
Social Software @ Siemens Global Overview Challenges and Consequences Why? 3+ Platforms 3 Challenges 3 Consequences Page 2 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Knowledge Management@SIEMENS 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 2.0 1995 1997 1999 2001 2003 2005 2007 2009 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 3 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
What to do with Social Software? McKinsey 2008 Page 4 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Three Global Open Platforms Blogosphere Wikisphere TechnoWeb 2.0 Page 5 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Three Global Platforms in the order of appearance Page 6 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Global Intranet Integration Page 7 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Integrated into our Global Intranet Page 8 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Example Blogosphere Page 10 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 11 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 12 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Social Software Challenges Page 13 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Challenge Participation Inequality Page 14 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Participation Inequality Different Levels of Activities 90:9:1 source: useit.com Page 15 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 16 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Challenge Expectations on Growth (Adoption) Page 17 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Also a Power Law? Be modest when it comes to growth expectations! ILLUSTRATION: SERGE BLOCH from Briscoe et al. 2006 Page 18 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Challenge UseCaseVariety Page 19 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 20 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 21 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Social Software Volcano: Use Patterns and Potential Benefits of Social Software (functionalist) Networking Information Management Communication Collaboration Page 22 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Claim Potential benefits of Social Software for Knowledge Management are driven by features that drive Networking. Page 23 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 24 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 2007-11-03 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 25 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 26 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Adopting Social Software Consequences Page 27 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Claim Openness is a key prerequisite for the emergence of networks. Page 28 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Use Patterns and Potential Benefits of Social Software (Functionalities) accessibility Networking coupling Information Management Communication Collaboration Page 29 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 30 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Claim Authenticity seems to be another prerequisite Page 31 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 32 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Authentic Knowledge Weblogs do have more connections 140 120 100 80 60 40 20 0 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 33 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Claim Networks drive networked coordination this creates tension with other forms of coordination like hierarchy and markets. Page 34 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Forms of Coordination inside organizations Networks Hierarchy Markets Page 35 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
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 36 2010-09-28 Dr. Karsten Ehms, CT GTF KMT http://www.cytosim.org/other/princeton/index.html Siemens AG, Corporate Technology
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 37 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Some Advice Provide an attractive and flexible infrastructures Watch the emerging patterns Support personal workflow integration and x-platform int. Page 38 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology
Thank you for your attention Siemens AG Corporate Technology, Knowledge Management Siemens AG, CT T IAT KDS Otto-Hahn-Ring 6 D-81730 Munich Karsten Ehms Dipl.-Psych, Dr. phil. karsten.ehms@siemens.com Tel.: +49 (89) 636-55869 http://www.ct.siemens.com 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 23691322 Page 39 2010-09-28 Dr. Karsten Ehms, CT GTF KMT Siemens AG, Corporate Technology