The Business Impact of Knowledge Communities at Motorola

1. The Business Impact of Knowledge Communities at Motorola Dr. Arthur Paton Motorola Knowledge Community Resource Office right people … right knowledge … right now

2. Some Terms….. • Synchronous Learning • As in Same Time, like classroom or web seminar or teleconference • Asynchronous Learning • As in not at the same time, • like watching a video or using a learning CD in your computer, watching a recorded seminar or downloading and using a computer-based learning program. • Most social networking is asynchronous

3. Another Term … • Social Networking • People sharing thoughts and information with each other regularly, often in defined groups • Usually done with computer applications • Facebook • Twitter • LinkedIn • Mobile access is growing exponentially!!

4. HIDEF • Blog: • a website, maintained by an individual with regular entries of commentary or news on a particular subject; others function as more personal online diaries. As of December 2007, blog search engine Technorati was tracking more than 112 million blogs • Wiki • collaborativewebsite, using open contributions and consensus-based editing and organization of content on any topic. Wiki is a Hawaiian word for “fast”. • Ward Cunningham, was the developer of the first wiki software, WikiWikiWeb

5. HiTouch • Community • Any group exchanging knowledge about a topic on a regular basis. Social Networking tools called Knowledge Communities or Community of Practice enable collaboration electronically. • Communities typically host Blogs, Wikis, Discussion Groups, Forums, Polls, Libraries and other collaborative tools. • Communities enable asynchronous, globalcollaboration

6. Pause and Reflect • What social networking tools are being used in your company today? • Blogs • Wikis • Forums/Discussions • Communities • Micromessaging • Web 2.0 Directory

7. Motorola Communities – The Story IT Web 2.0 Strategy • Open Text Tool Enhancement 2004 • Initially: Discussion Groups, Q&A, Site Templates • Added Forums, Blogs, Wikis, FAQ’s, Template enhancements • Community Beta early 2005, no announcement • People Experiment….. Motorola University Involvement (again) • Motorola University asked to Sponsor Communities, 2007 • MU asks for list of communities….. 2,000+ Communities! • Currently Active Communities: 250 • Knowledge Community Resource Office Created 2007 • Benchmark with Caterpillar, APQC, Honeywell, TI • Survey KC Leaders, Implement Learning, Create KC Leader Community

8. Selling It….. • External ROI analysis attributes $600 net benefit for every discussion thread in any knowledge community. • Documented 5-year returns range from $26M to $75M • “The ability to learn faster than the competition is often the only sustainable competitive advantage a company can have” Arie de Geus MIT Source: Caterpillar ROI study, MIT

9. And This….

10. A Word About Our Partner…

11. Community Directory

12. Community Types • Phase 1 • Short Term, Information-based, take and go transactions • 75% of Communities • Require committed resource providers • Constant updating to provide constant value • Phase 2 • Long Term, Collaboration and Research-based • 15% of Communities • Require Senior Sponsorship, Committed Members • Future oriented topics

13. Community Tools - Blogs

14. Community Meeting Notes Wiki

15. Community Leader Resources File

16. Forum Example

17. Social Networking Promotion

18. Motorola Usage Stats • As of 1Q2009: • 7,868 Blogs • 1708 Communities • 2,400 FAQ’s (20,000 answers) • 3,577 Forums • 7,943 Wikis • 7,900 Extranet Projects • 6,000 Motmot Accounts • All are Active, indicating recent postings

20. Motmot user distribution 2840 925 (350) 931 220 26

21. Example Community Categories • Human Resources • Sales and Marketing • Supply Chain • Engineering • Leadership

22. HR Communities • Global MU • Unites global learning team • Process, methods, tips, internal and external expertise • Expert list • HR Centers of Expertise • Global Communities • 17 Communities • Disability, Asia, Women’s Business Councils • Coordinate global efforts on defining business impact • Council operations, decisions, priorities

23. Business Unit Sales and Marketing • Partners for End To End Solutions • Software Development • Customer Feedback • Product Announcement • Product Support • External/Internal Community for solution development

24. Engineering • Software • Security Tools, Testing, Architecture, Coding • Hardware • Compartmentalized Design, contractors, internal • Agile Software Engineering Business Case

25. Agile Community Challenges • Unable to expand within a business or across businesses without a community • Collaboration on pan-business metrics and data collection not possible without a community • Best practice definition, validation not possible without a community • Learning Cycles much longer without a community

26. Agile Software Development • Community Page • Challenge • Actions • Results • Business Impact

27. Agile Software Engineering

28. Results Software Projects

29. Results Products

30. The Virtual Engineering Symposium • Mediated by Communities • One community per topic area • Session Chair = Community Leader • Citrix Go To Webinar for Presentation • 364 Papers, over half from outside the US • Live and Recorded • Communities Persist After Symposium

31. Global Reach

32. Virtual Symposium Community

33. Session “Track” Communities

34. Results • 2,457 Global Participants • 12 Countries • 227 Papers Presented • 95% said do it again • 90% said they got something to use (tracking reuse metric) • 85% would participate next time • 70% would like to present next time

35. The Successful Community • Grassroots Communities • Successful because they benefit members • Allow safe pilots, self selection, testing • Tend to support interaction between groups • Sponsored Communities • Successful because they benefit the company • Clear goal, timeline, metrics • Accountability, “why aren’t you doing this?”

36. Community Member Attitudes • Survey of 85 of 200 Communities • Done by University of Illinois • Questions about attitudes around community membership, leadership and value

37. Survey Results

38. The Future Past • Motorola Vision • Communities chartered as knowledge owners • Tacit expertise captured, maintained, in communities • Tell Me Why learning, Blogs, xTube, xTunes, xx…. • Communities responsible for tacit expertise education • Eight communities have this role now • Perspective: • How was this done before the internet, KM, community applications, tools, APQC, etc.? • How will this be done in the future, when computing will be orders of magnitude more capable and pervasive? • What will be the roles of people and technology?

39. Oak Beams at New College, Oxford • “I think of the oak beams in the ceiling of College Hall at New College, Oxford, first built in 1386. In 1856, when the beams needed replacing, carpenters used oak trees that had been planted in 1386 when the dining hall was first built. The 14th-century builder had planted the trees in anticipation of the time, hundreds of years in the future, when the beams would need replacing. Did the carpenters plant new trees to replace the beams again a few hundred years from now?”* *From Danny Hillis, presentation at Motorola 2001

40. Thank You Contact Information: art.paton@motorola.com