Wissensmanagement 4.2

Copyright © Siemens AG 2010. Alle Rechte vorbehalten.
Corporate TechnologyCorporate Technology
Dr. Karsten Ehms
Siemens AG
Corporate Technology
Knowledge Management
Tagung Onlinekommunikation
(Berlin, Quadriga Hochschule 28.10.2010)
WissensManagement 4.2
Quelle Bild: quapan

2010-10-28 © Siemens AG, Corporate TechnologyDr. Karsten Ehms,
Web of (Digital) AnbundanceWeb of (Digital) Abundance
• Information Fragments
• Functional Fractals

SIEMENS is large, decentralized and innovative
Large
 > 400.000 employees worldwide
 in 190 countries
Decentralized
 15 divisions
 600 production sites
Innovative
 150 R&D locations in over 30
countries
 56.000 patents, 7.000
inventions in 2009
 „Global Network of Innovation“
Industry
Divisions
 Drive Technologies
 Industry Automation
 Building
Technologies
 Mobility
 Lighting (OSRAM)
 Industry Solutions
Energy
Divisions
 Fossil Power
Generation
 Renewable Energy
 Oil & Gas
 Energy Service
 Power
Transmission
 Power Distribution
Healthcare
Divisions
 Imaging & IT
 Workflow &
Solutions
 Diagnostics
Cross-Sector Businesses: Siemens IT Solutions and Services, Siemens
Financial Services, Corporate Technology
digital work: B. Lindner

Siemens Blogosphere 2005 - dato
2005
2006
2007

Overview
Social Software and “KM 4.2”
Activities and Platforms
Challenges
Consequences

Knowledge Management@SIEMENS
Important Milestones
1997 1999 2001 20051995 200920072003
CT Innovation field
“Information &
Communication”
discovers KM
SIEMENS
Employee Portal
personalized
Search
SIEMENS
Enterprise Portal
Community of
Practice KM:
Initiative of KM
Experts
First SIEMENS
search engine
ICM / ICN
ShareNet
SIEMENS wide
Introduction of
LiveLink
A&D
SharePoint
Services
References@BT
SIEMENS
Blogosphere
Competence Center
„Knowledge Mgmt.“
at CT Siemens
Wikisphere
First Innovation
Jam
Techno
Web 2.0
Reference Process
House
Awarded by
APQC 12/2007
Awarded by
MAKE 11/2009
Central KM
Office (CKM)

Knowledge Management Concepts
(1997)
(1995)
nach Denning, Stevenach Denning, Steve
Networking as s concept is
missing! (2/160 in Heisig 2009)

What to do with Social Software?
McKinsey 2008

Minimalist Model for Knowledge Mgmt. (Ehms 2010)

Thesen
Mit der Social Software im Web
2.0 hat sich erstmals in der
Geschichte der ICT der
organisationale Adoptionspfad
umgekehrt.

Umkehr des Adoptions-Pfades
"Die ursprünglich im privaten
Bereich eingesetzten neuen
Technologien wie Blogs haben
den Sprung in die
Unternehmen geschafft - in aller
Regel verläuft der Weg in die
andere Richtung", betont Bitkom-
Präsident August-Wilhelm
Scheer. (Scheer, zitiert in Wyllie
2008)
http://www.ids-
scheer.com/de/Ueber_uns/Presse/Fotos_Unternehmensgruender/16015
4.html

Implementation – “Rollout”
 Offer approach
 global provision
 communication activities
 guidelines
 “cookbook”
 blog100
 expert podcasts
 FaQ‘s
 example weblogs
 evolutionary approach
 courage to experiment http://jeresmith.com/portfolio/images/illus-redcarpet.jpg

Siemens Cases and Platforms
Open Social Software
Platforms inside Siemens

Three Global Platforms – in the order of appearance
Blogosphere Wikisphere TechnoWeb 2.0

Siemens on Social Media
globalwiki/label/en/social+media

Siemens Blogosphere as
Global Communication and Networking Platform
 Personal Blogs as
„Self Service“
 Group/Topic Blogs
 Dynamic Dashboards
 RSS Feeds
 Help & FaQ‘s (Weblog)
 Report Abuse
 Bugs & Ideas (Weblog)
 Link here
 Guidelines
 Search

Integrated into our Global Intranet

Challenge
(1) Participation Inequality

Participation Inequality –
Different Levels of Activities – “90:9:1”
source: useit.com

Levels of Participative Actions
Also following a Power Law?
Internet/Intranet
readweblogs
W.kommentieren
W.einrichten
W.pflegen
Ehms 2010
33%
50%
66%
15%
(3-55)
comment
setupaweblog
continuouspart.
90 : 9 : 1 “rule”

Challenge
(2) Expectations on Growth
(Adoption)

Also a Power Law?
Be modest when it comes to growth expectations!
Quelle: Kolari, P., Finin, T.,
Lyons, K., Yesha, Y., Yesha,
Y., Perelgut, S. & Hawkins, J.
(2007). On the
Structure, Properties and Utility
of Internal Corporate Blogs.
ICWSM, International
Conference on
Weblogs and Social Media.
Boulder, Colorado, USA, 2007.

Challenge
(3) Use Case Variety
(VerwendungsOffenheit)

Variety of Use Cases – Weblogs as an Example
Journalism
Expert Blogs
Microblogging
Diaries
Filter Weblogs
Bookmarking
Mass Media
10 Weblogs analyzed in depth
20 Purposes / Benefits
 9 after „condensation“

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

Prepare for …
 Mixed Motives (=Motivation)

Claim
Potential benefits of Social
Software for Knowledge
Management are driven by
features that drive Networking.

I C
N
Resilience Efficiency Flexibility Innovation
cumul. coord.
organisational
goals
individual
goals
Social Software as an
Instrument for Knowledge Management 2.0
share knowledge develop knowledge

Conclusion
 More tranparent Networking

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 77%
• cross-country and cross-unit by 52%.
(data from April 2010)

Consequence / Prerequisite
(1) Openness
is a key prerequisite
for the emergence of networks.

Use Patterns and
Potential Benefits of Social Software (Functionalities)
accessibility coupling
Networking
Information
Management
Communication
Collaboration

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“)

(2) Authenticity
seems to be
another prerequisite

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

Authentic Knowledge Weblogs
do have more connections
0
20
40
60
80
100
120
140
8x 1w 7w 9w 2w 3w 4_ 10_ 5_ 6_
INComments
OUTComments
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 2010)

(3) Transparent Networks
challenge other forms of
Coordination

Networks
Hierarchy Markets
Forms of Coordination inside organizations

Organic, Drift
Knowledge Society
Complexity
Networks
Selections / Choices
Self Organization
- subjectivity
- complexity
experiment, fail cheap, fail early
Mechanics, Determinism
Industrial Society
unambiguousness
(panacea trap)
predictable
don’t fail
http://www.cytosim.org/other/princeton/index.html
Shifts in Control, Culture and Coordination

• What are the interactions you
seek to create … around what
content/objects?
• Why here at this „space“?
• How do the „publishing“
Interfaces look like?
Key Questions

Thank you for your attention
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
Karsten Ehms
Dipl.-Psych, Dr. phil.
Siemens AG
Corporate Technology,
Knowledge Management
Siemens AG, CT T IAT KDS
Otto-Hahn-Ring 6
D-81730 Munich
karsten.ehms@siemens.com
Tel.: +49 (89) 636-55869
http://www.ct.siemens.com
Publikationen etc. at
http://www.ehms.net/
http://twitter.com/karstenpe/

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