innovation and inspiration and innovation Sogeti From crowd to community vision and inspiration innovation and inspiration Patrick Savalle, Wim Ho and and Arnd Brugman From crowd to community | From crowd to community | TeamPark Patrick Savalle, Wim Ho Wim Savalle, Patrick and and Arnd Brugman Arnd and and innovation and inspiration platform and method and platform TeamPark Sogeti innovation and inspiration 22525_SOG_Omslag_Teampark-Crowd_E.indd 1 29-04-2010 16:36:08 #REATIVEJUSTI½CATIONONCOVER ±4HEDETAILED3OGETIBRIE½NGFORTHEDOUBLECOVERPROVIDESTHEBASISFOR THEDESIGN &RONTANDBACKCOVEROFTHEBOOKHAVEACONSISTENTDESIGNINVOLVINGAN INTRIGUINGINTERPLAYOFLINES 4EAM0ARK 4HEMETHODISMETICULOUSLY SCHEMATICALLYDETAILEDINTHEBRIE½NG 7HEELSARESUBTLYINCORPORATED4HEIMAGEOF!RNTZICONOGRAPHYUSED HEREISAREPRESENTATIONOFDIVERGENTBUSINESSLINES² $ESIGNTEAM&RANCISKA&RANSENAND*OSVANDEN"ERG TeamPark TeamPark Platform and Method 2nd (revised) edition Patrick Savalle Wim Hofland Arnd Brugman 2010 Sogeti Attribution-Share Alike 3.0 The Netherlands http://creativecommons.org/licenses/by-sa/3.0/nl/ You are free: to Share – to copy, distribute and transmit the work to Remix – to adapt the work Under the following conditions: Attribution. You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that they endorse you or your use of the work). Share Alike. If you alter, transform, or build upon this work, you may distribute the resulting work only under the same, similar or a compatible license. • For any reuse or distribution, you must make clear to others the license terms of this work. The best way to do this is with a link to this web page: http://creativecommons.org/ licenses/by-sa/3.0/nl/. • Any of these conditions can be waived if you get permission from the copyright holder. • Nothing in this License is intended to affect or limit the author’s moral rights. 2010 Sogeti Sogeti Nederland B.V. DSE / Innovatie en Inspiratie Hoofdweg 204 3067 GJ Rotterdam production LINE UP boek en media bv, Groningen ISBN/EAN 978-90-75414-28-8 NUR 982 “The ant is a collectively intelligent and individually stupid animal; man is the opposite.” Karl von Frisch Foreword The birth of the TeamPark method occurred over a year ago. Since then, we have chalked up many workshops, conferences, presentations, discussions, projects and many, many comments from domestic and international organizations. All this accumulated experience has been as far as possible incorporated in this revised English edition. The method has been tried and tested, but it’s still surpris- ingly fresh, as demonstrated by reactions from the field that it continues to attract. We are grateful for the assistance of all those who read the previous book and provided us with commentary. In particular, our thanks go out to Albert Hoitingh for his inspiration and notes on personas and scenarios. A great deal of inspiration from reading about and, in particular, applying Team- Park. Wim Hofland, Rotterdam, 1 March 2010 Foreword for version 1.0 The setting was a weekly meeting ofInnovatie & Inspiratie, the innova- tion consultants from Sogeti. The immediate cause: a request from a customer to organize an inspiration session about Web 2.0 and its impact on existing organiza- tions. Only the first of five topics on this day. At I&I, we are innovative and live innovation. We do it and we are it. Our adrenaline level is far above average. Dis- cussions appear chaotic and tend to be contentious. This is nothing new for us, but takes bystanders some getting used to. “Is everything all right there?” Within five minutes, TeamPark 0.1 was born TeamPark is a method for arriving at a successful social software solution for an enterprise. It turned out that all ingredients were available on the net in one form or another. All existing exam- ples and techniques were incredibly popular, and all the secrets were plain for all to see. But no one “saw” it. Foreword 7 Only the right question in the right context gave us the answer. So obvious, so ordinary that we quickly passed over it. Only a “hey wait a minute” alerted us at that moment to the fact that we had something wonderful close at hand. This moment of insight was followed by innumerable brainstorming sessions, mind maps and inspirations. The idea became a method. Periods of services doubt, high-flown future expectations, but, most of all, reflection interchanged with each other. Ultimately, TeamPark 1.0 was the result. An inspiration! Wim Hofland, Rotterdam, 15 May 2009 8 TeamPark Content Foreword 7 Foreword for version 1.0 7 1 The intelligent organization 13 More than just social 14 Promises, Promises 16 The tool kit 17 Part 1 Platform 19 2 Social platform 21 s.o.c.i.a.l. 23 Social design 25 The 1% rule 26 The ideal crowd 27 The not so ideal crowd 28 3 Stimulus rich 31 Activity 32 Presence 33 Identity 33 Relations 33 Groups 34 Reputation 34 Sharing / content 36 Conversation 36 Challenges 36 Social character 36 Weighting based on visibility 38 Analysis: the existing situation 39 Synthesis: the target situation 40 Content 9 4 Organic 43 Group formation 43 Social tagging and folksonomy 45 Absence of synchronous communications 48 5 Collaborative 51 General tools 52 Special tools 53 6 Intelligent 57 Be aware of the Matthew effect 58 Collaborative filtering 60 Reputation or karma 63 7 Adaptive 67 Evolution vs. Intelligent Design 67 Which processes? 69 Which employees? 70 Which resources? 70 8 Linked 73 rss and web services 74 Widgets 74 Social bookmarking 75 Part 2 Method 77 9 TeamPark 79 Awareness 80 Strategy 82 Implementation 84 Life 85 10 Awareness 89 Workshops, seminars and presentations 90 Presentations 90 Workshops 91 The “Do-it-together” workshop 91 The pr campaign 93 Roadmap 94 Recommendations for the ensuing process 95 10 TeamPark 11 Strategy 97 Formulating vision and core values 98 The Vision Game 98 Drawing up an initial social graph 99 Cultivating the social seeds 101 Human factors and identifying personas 102 Identifying candidate processes 107 Identifying candidate scenarios 108 Who has the latest version? 108 Package Selection, poc and Planning 110 12 Implementation 113 Selecting catalysts 115 Socializing (Stigmergizing) processes 117 Stigmergizing processes 117 Designing training programs 120 Train the trainers 120 13 Life 123 Best Practices 124 Training and instruction 125 Install parties 127 Workshops 128 Life hacking 129 Floor walking 130 Catalysis 131 Organize! 132 Bookmarking and Activity streaming 133 Satisfaction 134 Community Management 134 Moderation and content monitoring 135 Measurements 137 Final Word 143 Content 11 1The intelligent organization Enterprise 2.0, dubbed “The Intelligent Organization” by us, is an organ- ization with a living organic dimension that supplements the bureaucratic (formal) structure. The Intelligent Organization has the technical and conceptual possibilities that enable it to make large-scale and continuous use of special talent and disorgan- ized contributions. We are here talking about such means of communications as wikis, social bookmarking, tag clouds, activity streams, forums and blogs, but especially also about a combination of all these media and their integration in a platform. In contrast to employees that only participate in carefully top-down controlled processes according to job profiles and fixed workflows, Enterprise 2.0 employ- ees must also be permitted to arrive at usable results in a more organic, bottom- up manner. They must be able to function in a stigmergic environment that allows them to work together independently of each other without direct communica- tion, an environment in which direct control is unnecessary. All in all, this type of work setting evidently involves a new paradigm. “2.0” is in many respects the opposite pole of the “1.0” way in which companies are currently working. In every company, it is possible to identify processes that do not thrive well in a bureaucratic structure. The localization of people, content, and expertise, the utilization of special talents and the maintenance of usable innovation: many things run more smoothly when use is made of an organization’s social dimension. Many tasks can be performed better by organizing employees not just in teams but The intelligent organization 13 also in communities. An organization that also makes use of wikis, forums, social networks, crowdsourcing, question and answer facilities and other “2.0” media has an advantage over its competitors. This type of organization is what we are calling the “Intelligent Organiza- tion.” !LWAYS #OLLABORATE 3OCIAL +NOW 3AFE LEDGE !CCESS 7ORKER &UNCTIONAL #OMMUNICATE %VERYWHERE The Intelligent Organization More than just social The basis of the Intelligent Organization is the so-called heterarchy. What we propose is to view the company as a coin in which heads stands for the current functional side and tails for the new social side. Two sides of the same company. An Intelligent Organization is more than just an organization with social life. It is a magnet for all types of new concepts and technologies, such as: 14 TeamPark • Social communications and collaboration (what we are talking about in this book) • Knowledge management • “The new way of working” or “Unified Collaboration and Communication,” a location dependent communication and collaboration solution specifically for the functional side of the organization. • New infrastructural solutions like Enterprise Service Bus (esb), Enterprise Service Hubs (esh) and a new more agile and scalable