1. Wikinomics –Collaborative Workspaces Google the phrase Google Documents Watch the video What is the main problem that Google Docs is trying to solve? Work in groups of three and sit near each other. Have one person sign up (or use an existing Google login) invite your two other group members Create and upload a collaborative Word document Create and upload a collaborative Excel spreadsheet Have all three group members contribute to these documents

2. Wikinomics Digital Collaboration breaks traditional hierarchies groups become self-organized and collaborate

3. For use with Strategic Electronic Marketing: Managing E-Business, 2 e Copyright 2003 South-Western College Publishing Chapter 1 Slide: 3 Wikinomics Digital Collaboration Geek Squad –Robert Stephens recognized that many people would pay for relatively simple computer issues (home networking, virus problems…) –by 2002, 60 employees and $3 000 000/year –acquired by Best Buy and now 12, 000 service agents and $1 billion in services with 700 locations

4. For use with Strategic Electronic Marketing: Managing E-Business, 2 e Copyright 2003 South-Western College Publishing Chapter 1 Slide: 4 Wikinomics Digital Collaboration Geek Squad –Stephens is now leading Best Buy in an employee collaborative revolution based on his Geek Squad model –has acted as a launch pad for a national computer services business with a Geek Squad in every Best Buy

5. Wikinomics Digital Collaboration Geek Squad –Geek Squad attracts and keeps talent largely because of fun work environment –employees are allowed to drive and develop innovation

6. Wikinomics Digital Collaboration Geek Squad –Stephens set up an elaborate Wiki system for collaboration –however, employees weren’t really using it –he later discovered that they had been collaborating instead through an on-line game (Battlefield 2 for the geeks in the class) –this could be considered a bottom-up communications strategy

7. Wikinomics Digital Collaboration Geek Squad –Stephens then enlisted the Geek Squad employees to design Geek Squad products based on their experiences in the stores –came up with an innovative, award-winning, cap- less memory stick

8. Wikinomics Bottom-Up Digital Collaboration Xerox –Chief Technology Officer decided to create Executive-Level Technology Strategy Documents via Wiki –normally controlled from the top of the hierarchy –she opened up the document to all researchers in the R&D group –expects to get more robust input and a competitive advantage –bottom-up collaboration challenges the notion that lower- level employees need extensive structure and direction

9. Wikinomics Digital Collaboration Effects Teams –Traditional corporate teams tended to be fixed and long-term –new self-organized approach is developing –many employees now work from home or on the road and collaborate from a distance –now teams are often more temporary, forming around certain projects

10. Wikinomics Digital Collaboration Effects Time Allocation –Google insists that its employees spend 20% of their time on personal projects –Company believes in collaboration and self- organization –boosts creativity –tracks projects that employees work on –creates unplanned business ventures

11. Wikinomics Digital Collaboration Effects Decision-Making –large companies (HP, Siemens, Microsoft…) have set up internal prediction markets –set up questions such as sales forecasts –invite collaborators to buy stock in the question and have them trade based on their confidence in the answer –often better at predicting than experts –taps collective intelligence in and out of the organization

12. Wikinomics Digital Collaboration Effects Resource Allocation –similar internal markets are being used to trade organization resources –HP has tested this using computing power and conference rooms as commodities –like an eBay for resources that prices and allocates internal resources on demand

13. Wikinomics Digital Collaboration Effects Corporate Communications –Sun Microsystems CEO, Jonathan Schwartz –communicates to all levels of the organization via his blog