The collective is not always the answer

Summary : one of the assumption on which many enterprise projects rely is that the collective is better than the sum of the individuals that composes it. This have been proven being right many times. But is it that simple ? In systems that struggle at jointing people and groups, in which people have more and more difficulties to see to see what is their contribution to a global purpose and what this purpose is, there are three obvious risks. The first is to built an organizations in which the collective makes no sense. The second is to use the collective to avoid facing individual issues, a way to blame others for one’s lacks. The third, on the enterprise side, is to believe that the social or 2.0 orgnanization will be the remedy for irrelevant processus no one dares changing.

 

More ideas can be found in ten heads than in a single one. 100 people are stronger than ten. Crowds are wiser than individuals. We are more efficient when we act together as a living organism than as a sum of individuals. As many facts and assumptions that make organizations think about 2.0 or social approaches of work. With some “magic words” raised as remedies to all diseases : “communities”, “network”, “ties”, “together”.

But do these approaches come without shortcomings ?

Implementing those approaches and the tools that support them often aim at improving collective dynamics through more efficient interactions between resources, bewteen those who have something to do and those who can help them to do better and faster. Gathering and exchanging seem to be the cornerstones of these approaches. But :

• Interacting is not producing : conversations, exchanges are preparatory to action but, in the end, there’s still one person that has to deliver something, make a decision, act. People co-innovate, co-design but action is still an individual issue. One may mention co-writing something with solutions like Google Docs as an exception. But, with a closer look, it appears that someone always have to “clean up” the document, align styles and ideas. Doing so helps a lot a the beginning but anyone who once had to do this cleaning job on a document written by 4 or 10 people can tell it’s like hell. The more basic unit of work, the task, is and will remain an individual issue if we adopt an execution driven point of view.

• many organizations trie to use the collective as a remedy for individual discipline, accountability, professionalism issues. If one does not behave as a professional when managing his tasks, its workload, gathering everyone won’t solve the problem. Things may even get worse because of unproductive interactions that won’t improve anything, no one having done the preparatory work needed to make group discussions productive.

• the focus is put where there problem isn’t, avoiding to tackle what’s core, and accountability moves from individuals to the group. “If I don’t do that, the community will”. SInce everybody thinks the same, the collective does not do anything. Remember that a community is nothing more than a gathering of individuals who may have their own priorities and agendas. When the community does something, it only means that one or some of its members have individually decided to move forward. So we thank the community while, in many cases, only one of its members should be thanked. Communities don’t move forward if, at least, one member does not decide to.

• but organizations are doing the same mistakes. “If we bring employees to communities, if we make them more social, they’ll make up for our crappy processes without us having to work on that”. On the contrary, these dynamics need strong processes to give people reasons and time to move toward the collective. [Read more...]

Welcome to communication departments 2.0 (or social com’ depts)

Summary : with new generation intranets coming in the workplace, many departments will have to redefine their role in these new systems…and even acquire one. Among them, communications departments. Intranet has been their prerogative for a long time but its new nature leads them to share it and redefine their own strategy. Embarrassed, they’re struggling at taking the lead or do it in a clumsy way. “Social” communication departments will need to master new lever that are, among others, viralization, information lifecycle, new ways of sourcing and take into account a factor that’s been ignored till them : employees’ attention at work.

Among the corporate departments impacted by the emerging new ways of working and the tools that come with, communication departments are in front line. We often talk about HR, management (middle or not), considering, even wrongly, that their job is to do a top-down business and that they have nothing to do in 2.0 things. This is a huge mistake because they are often in charge of driving things that go beyond their dedicated field without having been prepared for that or are been told that the brand new social intranet 2.0 is coming and that they need to find their place in. In short, as I had to witness these last months, even when they have the power, communication departments are often left alone in this change process.

They have to quickly face a challenge that’s both clear and complex : position themselves, their business, strategy and operating models in this new environment that is coming, whether they want it or not.

Some jumbled hints….

• What role ?

The role of a communication department is to ensure that the corporate message is broadcasted to employees and is understood by them. This is something that won’t change.

 

• What field ?

With the next generation of intranets coming, the game field is becoming much wider. And communication departments are wondering how they’ll drive all these things. Their field will stay the same (corporate message), the social networking part being more for people in charge of collaboration, business units and teams. To quote a sentence I recently heard : “ok….the range of the tool is wider…I need to find what my zone is and what I have to leave to others because even if I own the intranet, a part of it is out of my competences and goals”.

That doesn’t mean that a smart communication department should not use the social networking part in a direct (sourcing) or indirect (virality) way.

• What operating models?

This is a domain where things are moving fast, for two reasons. The first is that the coming of new intranets combining traditional communication tools with social networking ones makes new things possible. Second is that’s a good news because the way things used to be done was not relevant anymore.

Broadcasting a message does not mean putting it in front of employee’s eyes to consider the job has been done. First because it does not mean the message was read. Employees attention being limited, if the message does not meet a present need they move to something more important. Then because reading the message does not mean understanding it. Last, the message could be of no interest for some people today but become essential tomorrow. What makes new way of operating necessary.

First, why remove a message when another one comes ? Haven’t you heard about the long tail ? That’s not because something has to be said that what was said before becomes irrelevant, useless. Instead of removing let the archives accessible and when employees will search  a matter not only they’ll find this content but a “like”-like button will help them share it with their network.

The “like” is the bridge between corporate communication and social networking. It will help those who have read your message to share it with their contacts that did not (or did not want) and will pay more attention to it if a trusted person says it’s worth. Doing this you add virality to your toolbox. Before you could only force a message on people’s home page, now you’ll be able to use your readers as promoters and reach people who seldom have a look at what you say.

Note that with these two systems you’re discovering two concepts that are quite new in internal communication : longer lifecycles for you content and better broadcasting through virality.

Now comes the problem of having the message understood. It needs feedback and conversation mechanisms. “What ? People will be able to react to corporate contents ?”‘ Why not. In fact they’re alreay doing but in you back. The question is to know whether your goal is to display the message or make sure people get it. More and more organizations are doing things that way and no one has died…

[Read more...]

Enterprise social network : a famous stranger

Summary : enterprise social networks are the future of corporate IT, a tool overwhelmingly supported by employees because it will save them from email and favor the adoption of more efficient work practices. Sure ? Outside of  a circle of initiated (that is growing everyday), except for people who are in charge of such programs in their organization, the words “social network” and “enterprise” seldom come together in many employees’ mind. And, when it happens, it’s more about Facebook and brand management than work efficiency. The reason ? Few people have tried to understand what it’s all about, personal usages are hard to transcribe in a work context to articulate a clear value proposition and the ubiquitous image of Facebook is a real burden.

I had recently the opportunity of talking with a small group of people who had one thing in common : their title started with either “chief” or “director”. Suddenly, one said the magic word : “social network”. All but one had an opinion, a question, something to share about this topic. Nothing surprising since social network has become a very trendy topics in organizations over the years.

And then…crash ! The star of the conversation quickly became facebook and the focus came on information leaks, lower productivity etc., to the surprise of the person who launched the conversation and thought it was obvious that everybody around the table knew this kind of thing. Obviously they didn’t. Surprisingly I was expecting this kind of reaction.

Enterprise social networks are a paradoxical topic. Of course, you, who read this blog, are well informed about that. Of course, you, who are in charge of deploying such a thing in your organization, know what an ESN is. Now, ask the question around you, to your friends, family etc.. I’m sure you’ll get lots of ideas, opinions or concerns about “enterprise and social networks”. But nothing “enterprise social networks”.

We have to admit that, outside of a circle of initiated people, social networks are seen as an entertaining tool, sometimes as a tool for marketing and communication. This article from French newspaper speaks for itself. It says that CHROs get social networks better and better. And what do they say to illustrate their thoughts ? Recruitment, employer brand, image and general public social networks. And yet HR should have many things to say on the potential (and risks) of internal social networks….

ESNs are far from having “killed their father” (Facebook…even if many ESN solutions were already existing when FB became mainstream and open to all).

Ok, anyone who talks with “real people” out of the echo chamber already knows that. But knowing the causes to deal with the issue more efficiently can be worth.

[Read more...]

Better collaboration does not mean better results for the organization

Summary : when we try to explain the new way of collaborating that’s expected in the workplace, it often looks like a lot of flows and interactions that has to form around every employee. But that’s overlooking one essential point : context. If interactions flows around employees, employees are organized around a production flow that aims at turning a request into a solution or answer. That’s the difference between collaboration to meet one’s goals and collaborating to create value. That’s essential because it makes us put individual actions into perspective and measure their usefulness and added value not in relation to the person performing them but to their contribution to the production flow, even if intangible and made of information. Conclusion : the value of any collaborative system does not rely on generic approaches but has to target the weakest link of the chain. The latter is not only weak because of the lack of collaboration tools but also because of organizational constraints that are peculiar to him.

Let’s take a few minutes to wonder about the sense, the goal of one’s activity in the workplace. We collaborate, exchange, solve problems (more or less efficiently)…but it’s only the micro part of a wider system. We tend to focus on individuals who “should” and “need to” without paying attention to their context.

At the beginning there’s an input, a request. It cames in the form of a simple question, a request to get a deliverable, a problem to solve. This input needs an output in return, that may be an answer, an operating model, a methodology to apply. If we have a closer look it appears that the whole organization is working this way, the input being either ‘can our product do such thing”, “how to fix this machine”, “what communication plan for our new product”, “designing our new intranet” or “how to hire someone with such or such skills”. It comes from someone who can be called customer, who can be either internal or external.

What does happen when this input is sent ? There are two possible situations : either it exists a methodology/process/procedure to manage the input or not.

In the first case we have a linear intangible flow with defined steps (creation, problem solving, design, validation etc…). Each of these tasks needs specific actions that themselves need information, knowledge, experience, expertise that that the owner of the task seldom have. If he can identify the right information/resource, he’ll use it to create/design/decide as fast and good as possible. If not he’ll do with what he has and push the work to the next person in the chain and so on until the final deliverable is issued, what is the output. Behind something that looks linear we have, in fact, a something that quite different and looks like a network even if, officially, things are supposed to be linear.

In the second case, the person that receives the input has to manage to find the way to process the input before starting to work. So he immediately falls into a network logic that, in the end, looks like the result of the previous case with on difference : there was no predifined role.

Let’s call “flow” the processus that ensures the transformation of the input into output (solution, answer), should it be linear or not. What is the major and most legitimate concern for any business ? (note that even if the matter that is transformed and the role of humain being has evolved, the problem has been the same for ages).

Improve both the output (that impacts created value and revenue) and its pace (productivity). Not more not less. But that’s already a lot.

Now, let’s find what’s needed to meet this goal. [Read more...]

Coordinated social media strategies by 2016 ? Why 2016 ?

Gartner just issued their predictions about technologies that will deserve highlights in 2010, with a large part dedicated to social software. It includes both interesting and suprinsing things?

First, their analysis distinguish between “social networking”, “social collaboration”, “social publishing” and “social feedback”. Why not, after all. I even find that it makes sense from a learning point of view. Boundaries between social networking “stricto sensu”, tools that have a wide range of use or are used in the limited scope of a community and, at last, social spaces (that can be called “communities” or “groups”) are so blurred that organizations are totally lost. What brings a lot of confusion when they have to design any project related to these points. So this vision is relevant to help them understand how each logic works.

It’s surprising at the same time since it’s hrd to imagine one without the other. In order to make a social network help its members to go beyond strong ties, information is needed to identify people across the organization. So it’s hard to imagine a comprehensive strategy that whould nor articulate social networking and social publishing / collaboration. Let’s even push this logic further : in terms of product, it’s clear that any product that only offers one without the others will suffer from limitations that are more than crippling. Today, organizations can do DIY but the more this kind of issue will become strategic the less they’lln accept incomprehensive solutions.

For instance, social network analysis that Gartner puts in the social networking field would be more relevant if relying not only on ties but also on interactions…what brings us back to social collaboration and social publishing….

Gartner also says that, in 2016, social tools will be integrated with business tools. I already shared my point of view about that many times and have some other posts being writen : according to me that’s something unavoidable. Now, let’s talk about the 2016 dead-line. In my opinion, in addition to delivering more value by making the solution being one-click away from the problem (knowing that each additional click makes 30% users give up) such an integration has another upside : by making social activities more senseful, that favors tool adoption in order to make users come closer to community behaviors because they came to use tools for process-driven reasons. But I’m affraid that, until 2016, many people and organizations lose their breath in a middleware-employee logic.

I think the same about the idea according to which organizations will have coordinated social media strategies by 2016. That sounds obvious but let’s be careful ; if having coordinated tool strategies in one thing, but it doesn’t imply coordinated management strategies. Coordinating tool strategies will not solve the incapacity to share resources across silos, to use a social media as a channel to deliver anything or execute a plan instead of as a legacy media, to turn communication into service… I’m affraid that Gartner is mistaking technology strategy with global strategy…the latter needing to come become the former if one don’t want tools to remain on the shelf. It would be very dangerous for organizations to think that “everything will be solved in 2016″ just like by magic. Nothing will improve if they don’t start  working on the needed global strategy to be ready by 2016

Je me fais la même réflexion par rapport à la prédiction qui veut que les entreprises aient une stratégie “coordonnée” en 2016. Par là entendons entre le networking et le collaboratif, entre l’interne et l’externe. Là encore, c’est quelque chose qui résonne comme une évidence. Mais attention : avoir des stratégies outils coordonnées est une bonne chose, mais dans ce domaine il faudrait également coordonner les stratégies managériales. On pourra coordonner tous les outils, cela ne résoudra rien à l’incapacité des organisations à partager leurs ressources entre les services, à se servir d’un “social media” comme un canal pour exécuter un plan ou un process et non comme un media, à transformer la communication en service etc… J’ai bien peut qu’ici Gartner confonde la stratégie outil avec la stratégie tout court…la seconde ayant intérêt à précéder la première si on ne veut pas que les outils restent sur l’étagère. Il serait dangereux, qu’une fois de plus, les entreprises se disent “tout sera réglé par magie en 2016″. Rien ne se le sera si elles ne travaillent pas d’ici là sur la stratégie en question.

Conclusion : A lot of things that make sense but I still don’t understand why 2016. Close enough not to be to far while letting enough time to issue other predictions and change one’s mindcin the meanwhile…

Lats point : analytics. I recently wrote things about bringing intelligence into social software and let technology do the middleware work that is often devoted to users. : the analytics concept is all about that. Globally speaking, the only value of social software today is to allow users to adopt more efficient practices. But let’s be frank : the software does not deliver any added value in addition to what people can deliver by developing new synergies. This step will allow enterprise social software solutions to add their own added value on top of user’s. Doing so, these solutions will be more appealing for users, so will be more used, so will bring more value…what is the start of a virtous circle.

Business awareness : the social signal without relationship

Summary : Everytime we talk about social media we focus on rich relationships and exchanges, conversations, community feeling, what are very heavy and complex things to make happen. That’s forgetting that there’s a lighter and at least as productive way to use social channels : a short, factual social signal that aims at informing hand helping people to visualize their environment without engaging too much. Social media can be awesome “business awareness” tools without needing strong interpersonnal relationships.

The assumption is easy to get : social tools bring more intensity and flexibility in the way people and information behave, get organizaed, interact and thats makes it easier to invent new way of collaborating within any organization or between a business and its ecosystem. Social networks that provide lots of tool to support interpersonal relationships has become the incarnation of these approaches to such an extent that they’re often shown as the solution to any problem.

But is the monolithic vision of social networking that comes with social media relevant.

1°) Does a social network need to be conversational

It started with a conversation I had with a friend about a general public tool on the web but it can also apply to enterprise tools. We were talking about foursquare and a friend told me : “why do you use foursquare ? xxxx is much better and more engaging”. My answer “Humm…I’m not convinced”. “Yes Bertrand, on foursquare people usually check in to say where they are while on XXXXX they say things, share their state of mind, share photos, have conversations”. “How to say…In fact I don’t care at all about all these things”.

Let me explain : what I like in such tools is that I can know who is where. Everything else ils superfluous and pollutes the signal. On Foursquqre I’m looking for location information and not digressions about moods or the state of mind of M. So-and-so. There are other channels for that.

These tools are “ambient awareness” tools : they have to send short and low signals (not aggressive or intrusive), coming from my ecosystem and too much information and conversation kills the signal, making it hard to hear.

That reminds me off the conversation I had years ago with Reid Hoffman about what he called “Business Intelligence for People”. Today, I’d rather say “business awarness”  but the fact remains : being social does not always mean having lots of conversation and engaging a lot but receiving / sharing a clear and short signal in order to visualize / help others to visualize what is their informational context, what’s happening in their relational environment.

So there’s a wide part of the social activity that has not to be conversationnal, rich in terms of content and interaction, and where, in fact, interactions are rather the exception than the nom. What matters there is to improve people awareness about something (business in this case) with a a clear and not overloading signal.

2°) Do social networks need to be bijective and global ? No. [Read more...]

Is information sharing a visceral need or a lucky good practice ?

This is the rest of my Milanese conversation with Mark Masterson. By dint of digressing on Yers we came to tacke the so-called sociability of employees. The idea was to go beyond the idealistic common place according to which “everyone wants to share, to open, to connect and those who refuse to go this way are naughty people” and try to have a more objective standpoint in an enterprise context.

First easy answer : “it depends”. Of course, between those who overshare and those who withdraw into themselves there is a wide range of behaviors due to a tangle of complex factors.

Then : “it’s (as usual) a matter of culture”. Everybody nows agree that in some countries people want a clear separation between their professional and private life and what to belongs to one has not to be known in the other.

Then again : “what makes us say that people share information on the web after all ?”. They share statuses, emotions. They answer their contact, give them some help. Does it mean being “social”, obliging and is it enough to make us deduce that people want to be connected and bring something to their fellow contacts ? No.

If we look at what’s happening on the web, the act of sharing information is rather about “I am” than “I give”. “I am at such place (and you aren’t)”, “I want to talk about my experience”, “I have something to say (most of all I want to be heard”. At the end, sharing looks much more like self-promotion that a will to help and share that seem to be only means to a personal strategy. It’s a little bit like people (some politicians for instance) that are very active on the field for 10 minutes and stop at the minute the TV cameras leave. Should we regret it ? In my opion no, if egos contribute to a common good then Adam Smith was right. But we have to admit this is rather show-off than deliberate sharing.

Quoting a good friend I’d say : that’s ego-altruism.

What does it mean in the workplace ?

[Read more...]

About the young and their so-called connectiveness

While attending the last  Enterprise 2.0 Forum in Milan, I had the pleasure to see Mark Masterson again and have an interesting talk during a cofee break

He was telling me he heard something very challenging at a panel. Here’s what it was about :

“Are we sure that Yers are connected and networkers to this extent (and it also applies to the following generations) become they grew up in a digital world when internet was a common thing that determined thir behaviors ? Or is it a pernicious effect of a society that is risk averse ? When we were 8, 10, 15, we were able to meet our friends outside, go out for an afternoon or after the school without hearing anything from our parents except “be careful and don’t be late for diner”. Today, with all these kidnapping or paedophilia things, the young are confined at home par parents that are more anxious than ours were and see in Facebook, MSN etc.. the only means to escape from this lock up. They are not connected or networkers by nature but because it’s the only answer they find to face their lack of freedom of move and a world that is overcontrolled by their parents. So it’s the consequence of the reaction to an unfortunate external constraint due to safety reasons”.

Mark told me “I don’t know if this guy is right or wrong but it must make us wonder about some of our assumptions. When I look around me and compare with when I was young, it seems that he’s right”.

And the conversation went on…

- we are both interested in these media and use them a lot so it’s an evidence it’s possible to come to it in a “natural” way, regardless of any generation factor.

- if we have had internet, Facebook, MSN… when we were young and, at the same time, the opportunity to join our friends outside, what would have our choice been ? Obviously, we were quite sure than we would have prefered one hour “outside” with friends rather than one our in front of our computer.

So, even if now that we are 30 and something we use social networks a lot, even if we were interested a lot in computers when we were young, its not sure that we would have used the net as a socializing space if we had the opportunity to do so.

So let’s try to push the reasonning a little bit further. Many “over connected” people seldom have the same behaviros at work, that personal usages seldom bring professional ones and that people even don’t want it to happen.

One explaination could be that as social networking is seen as a way out to lack of freedom embodies by parental authority, it may be logical that it can’t happen under another kind of authority, the corporate one. In short, social networking would be a discharging practice that has to take place out of any kind of regulation or authority, should it be parental or coporate.

At the end it’s another side of the cultural side of social networking. Corporate culture, of course, but local culture too. Generally speaking, it makes us question the relationship between people and the enterprise in a given local and social context. Is the workplace a place for self development or a place for constraints and slavery ? Depending on the answer, could we deduct people appetition for enterprise social networking ?

Phew…. And you ? What do you think about it ?

Putting conversation into processes

Summary : nowadays, people need to continuously solve problems to execute business processes. To do so they need a quick and easy assess to knowledge. But knowledge needs stimulis to be expressed, what seldom happes out of conversational logics. Traditional processes need to be enriched with a social layer. On top of that, business processes are the smallest common denominator upon which an enterprise 2.0 dynamic can start without having to deal too much with cultural issues because it brings a focus to what makes sense for anyone : solving actual issues they face while they tried to achieve what they are evaluated on.

There are many ways to deal with the articulation of enterprise 2.0 dynamics with business processes. Here’s the presentation I made at the Enterprise 2.0 Forum in Milan in June.

And here are some explainations… [Read more...]

Need to take users by the hand ? Remember they only have two !

It does not matter things are seen from the people or technology point of view, since we all know that people seldom embrace new things keeping their eyes shut and without questionning (even more in the workplace) we all understand that users have to be taken by the hand and accompanied. On the other hand, the failure of many strategies aiming at doing so show that many change programs do not know where to find the hand or have a wrong idea about its location.

It means that beyond the myth of multitasking, employees focus on two things and that all their attention goes there. It’s not a matter of lack of goodwill but they can’t do more if they want to do things well and keep their concentration. So any other issue is seen as peripheral, and dealing with it will force employees either to make it superficially or to stop doing something important, come back to it later and make up the delay later. Nothing pleasant at all.

Every day, people have one hand in their email client and the other in their structured activities (call it process, workflow…) and the tools that help them to manage and deal with these activities. The first is their principal means of communication, the only that even if it’s not properly used, keep them in touch with everyone. The second is the reason why they have been hired, what they are evaluated on, what they have to do (and do it well) before thinking of doing anything else.

That can help us to draw some conclusions in terms of change management. Since, in order to grab a hand we have to know where it is, it’s impossible to do anything without taking into account the email and its place in employees workaday life or the relationship between the new things and the structured activities. Any other angle won’t impact employees and will fail. Then, we’ll have to explain how to put their hands elsewhere won’t prevent them from doing what they used to do before, what is essential to their job.

Any other approach would be like telling a driver “take you hands off the wheel” without telling him that, on top of being enabled to do much more things, he’ll be provided by something that will at least help him to drive better than with a steering wheel.

It also has consequences on technology for both companies that try to implement social software and vendors who provide solutions to these companies. There is an incredible number on players on this market despite it has reached a consolidation phase and each of them is pushing a different approach, focusing on a specific kind of social activity to seduce buyers. The truth is there are only two valid approaches and not one more. The rest is only marketing blah-blah and even if the verbiage may sound seducing, it never survives to the confrontation with real business.

No solution can be sustainably adopted on a large scale in any organization if it doesn’t meet at least one of the following requirements (both is better) :

- high integration in email clients. It can come in different ways, from the most simple one (alerts / notifications) to the most accomplished (widget in the client, shared data and services)

- integration with tools that are used for structured activities (CRM, ERP, BPM…even ECM). Interactions and conversations often come from the need to solve a business problem…guess where these problems emerge and are identified ?

Many lines can be taken in front of employees, many tools can be proposed. The truth is much simple : who does not tackle one of these points of entry is saying things that make no sense for employees, adds problems without bringing any solution.