Introducing New Ways of Collaboration

Welcome All! Let’s collaborate, shall we?

Do new social media make it easier or more difficult to work together?

This blog focuses on Collaboration in New Social Media.  Case study examples from various corporations  show how new social media contributes to the concept of enhanced collaboration in corporate communications.  I encourage you to collaborate with me and share you thoughts as well!

Photo Banner:  I took this photo at M & M World during my first trip to New York City in December 2008!  I edited the photo at www.picnik.com.

Goodwill, Goodtechnology, and Goodcollaboration

In relation to my post on the American Red Cross, this post continues my discussion on collaboration in non-profit organizations.  Goodwill Industries also use Web 2.0 for online collaboration.  On ReadWriteWeb, Sarah Perez talks about how the company has incorporated geo-spatial mapping tools on their website.  This new mapping tool gives users the opportunity to find the closest Goodwill location in their geographic area.  All users have to do is type in their zip code.

Goodwill has also developed an extranet called “My Goodwill,” to help service the increasingly enormous amount of people who work for them.  This collaboration portal gives employees the opportunity to act as a team and gain access to information and resources.

At ZDNet, CIO of Goodwill Industries Steve Bergman elaborates on Goodwill’s Web 2.0 mapping tool as he talks to Editor in Chief Dan Farber.  He also explains the company’s open source web portal.  Goodwill manages the first non-profit auction site, shopgoodwill.com.  Their wide variety of donated goods includes new and existing pieces of art, antiques and collectibles.  Auction sales from their site fund Goodwill’s education and job programs for disabled people and other charitable works.  The auction site also provides services that help people overcome the obstacles that they encounter with employment.  People can grow to be independent.

Similar to the American Red Cross, Goodwill Industries really want to make a difference in people’s lives.  Goodwill strives to find the most effective way to deliver their services.  Web 2.0 tools definitely help them share ideas so they can promote a culture of innovation to service more people.

The American Red Cross Collaborates

In addition to major corporations and government agencies, non-profit organizations are also implementing new social media.  A workable organization needs to connect with the people who support them.  The American Red Cross has realized that new social media is an effective way to reach out and connect to their donors, supporters and volunteers.  The Red Cross can collaborate with their audiences on a whole new level because Web 2.0 has allowed them to follow people’s perceptions and track their emotions on related issues they face.  Response to misunderstandings and support for praise can also be addressed.  The Red Cross has definitely used new social media to its advantage.  People everywhere can be easily informed and joined together during disasters.

 

The slideshow below elaborates on the Red Cross’s use of social media.  They monitor blogs and engage in the conversation.  The Red Cross connects with the community by using various tools, such as Flickr, online chat, and Facebook.  They encourage audiences to get involved by setting up an RSS reader.

 

 

Personal stories from volunteers are shared with audiences through the Red Cross youth blog.  Young adults from diverse geographic locations have the opportunity to display their talent and past work.  Volunteers from various levels of service engage in discussion on volunteer issues and current events.  Volunteers share their Twitter news and Flickr photos on the blog as well.

 

As a relief organization, a major task of the Red Cross is to get information out to victims and their families when a disaster occurs.  With their use of social media tools the information is distributed more quickly and accurately.  Victims and volunteers can now be easily informed on shelter locations and food supply when natural disasters occur.

Salmonella Strikes and Healthcare Collaborates

In my relation to my last post, I am going to continue discussing the government’s use of new social media.  More government agencies are trying to go where the people are-the Internet.  It is obvious that people are going to go to YouTube, Facebook, and the like.  The government is trying to utilize these social media tools to collaborate government information to the public.  When the public searches for government information, they want to be able to use the same tools that they use for everything else in their lives.

I’m sure we all know that in recent news salmonella infections have been linked to the consumption of peanut butter and peanut-containing products.  Three areas of the government are working together, so they can provide consumers and partners with accurate information on peanut butter product recalls.  In order to make the information easily assessable, the U.S. Department of Health and Human Services (HHS), Food and Drug Administration (FDA), and Centers for Disease Control and Prevention (CDC) are collaborating with new social media tools.  They have certainly utilized as much of Web 2.0 as they can.  With online data bases, blogs, videos, email subscriptions, podcasts, social networks, twitter, and even virtual worlds, consumers certainly have access to all the current information regarding the seriousness of the problem.  For example, blogging about peanut butter product recalls allows consumers and partners to start a conversation.  Not only is up-to-date information readily available, but a viral effect is produced as people comment back and forth.  Thus, more and more people have the chance to be exposed to the vital information.  The health of citizens is definitely something the government should be highly concerned about.  By using various social media tools, it only shows that they care enough to go the extra mile.

In the video below, the FDA provides the public with safety measures on peanut butter recall.  The collaboration efforts from the FDA confirm their concern and care for citizens.  By putting a human face and voice online, citizens feel more connected and valued.

White House 2.0

In continuation from my last post, it is important for the government to engage in collaboration.  In addition to collaborating with other government agencies and employees, the government should use new social media tools to team up with American citizens.

According to Oliver Marks, the January 21 memorandum from President Barack Obama represents an accurate visualization of how the government should interact with its citizens.  Collaboration allows citizens to engage in the active efforts put forth by their government.  Executive departments and agencies have the opportunity to build strong relationships with citizens.  As a result, the feedback and cooperation they receive from citizens help them evaluate and improve their own level of collaboration.

The video below explains how Obama’s presidential campaign used the internet to pull together one of the most effective campaigns in history.  For example, his weekly radio addressed turned into a weekly video on YouTube.  The Web 2.0 tools, mentioned in my previous post, describe the changing age of the internet with Facebook and other social media tools.  Web 2.0 allowed President Obama to tap into social networking, email and text messaging.  The tools helped him organize and raise money for his campaign. Web 2.0 was not only useful for lobbying lawmakers, but for gaining support from millions of American citizens.

Now what worked for President Obama’s campaign is beginning to work for him in the White House.  The goal is for a more interactive government.  With this goal in mind, Obama continues to use the internet as a way to bring American citizens closer to home.  The millions of supporters from his campaign are now millions of interested citizens that want to be part of the government.

But what does the future hold?  Do you think President Obama will continue to find new ways to collaborate with American citizens by using White House 2.0?

Perhaps only time will tell.

The CIA Collaborates with Web 2.0 tools

In my last post, I discussed how Cisco used new social media to collaborate with its publics.  According to Cisco Internet Business Solutions Group (IBSG), new social media also brings collaboration to the public sector.  Cisco IBSG gives examples, such as the CIA’s Intellipedia, that show how Web 2.0 intersects with Government 2.0.  Government 2.0 is how the public sector uses new social media to develop new relationships with citizens.  The CIA’s Intellipedia is a serious of three wikis that give 16 agencies the opportunity to talk about intelligence information.   It is a good example of peer-to-peer collaboration because the agencies can share and communicate their ideas with each other.

According to Sean Dennehy and Don Burke, two CIA employees, it took a leap of faith for the intelligence community to start using the platform. Many people are negative about new social media tools until they actually take the initiative, use the tools, and see the benefits themselves.  Since the CIA is the country’s most secretive organization, convincing them was even more challenging.  In the video below, Dennehy and Burke share the challenges that the CIA faced when buying into the new collaboration process.

Dennehy also discusses Intellipedia’s three levels of access.  All three levels are protected with firewalls for their safety standards.  The top level is the most secretive, so it is only available to members of the intelligence community.  The middle level expands its accessibility to military and State Department officials.  The bottom level has the lowest level of security.  It expands its accessibility even more by giving outsiders the opportunity to share information.  Dennehy explains that a university researcher is one example of an outsider.

While the CIA’s use of new social media sparked employee collaboration, they also remained committed to their information security and values.  It all boils down to the fact that the CIA took the leap of faith and now currently benefits from sharing critical information with other intelligence organizations.  If the CIA can collaborate with this new platform, so you can you!

Cisco Collaborates with its Publics

Cisco is another example of how new social media is used effectively to collaborate with its publics.  For starters, they have a collaboration blog where its publics can join in and be part of the conversation.  Cisco believes that collaboration is vital and competitive for businesses.  Vice President of IT Shella Jordan describes the four trends in collaboration, which consist of business, technology, explosion of content, and demand for mobility.  These trends are transforming businesses by providing them with a new workforce experience, more effective communication internally and externally, and the ability to learn more from other sources.

Cisco also uses new social media to collaborate globally.  TelePresence, Cisco’s giant size video conference, provides a work-life balance for employees.  Since it is obviously not cost effective to fly people all over the world, TelePresence ensures true collaboration with partners and customers without the need for too much travel.  The network is used as a platform for business video where Cisco can balance their best resources and make them available at anytime.  Cisco calls TelePresense the human network effect because it brings people and countries closer together, especially during hard times like our current economic downturn.

The ad from the video above explains Cisco’s network effect in a fun, engaging way.  The song lyrics reveal humanity at its best and put a smile on people’s faces.

The video below provides various examples that show the full benefits TelePresense has to offer corporations around the world.  John Chambers, CEO in India, starts the video off by participating in a video conference himself.  After you watch the video, it becomes clear that video conferencing brings people together around a virtual table.  The video quality is so good that it feels like you are actually meeting in person.  Healthcare is one example that the video mentions.  With video conferencing patients can feel as if their doctors are physically there with them in the same room.

With TelePresense, Cisco helps its publics overcome the constraints of time, location and work that they face.  As a result, their technology-enhanced collaboration leads to innovation, stronger relationships, and more productivity.

Disney Collaborates with Children and Parents

Disney uses new social media to collaborate with children.  In 2007, they bought Club Penguin.  It gives kids a place where they can go online to interact with others their own age.  The site is a form of entertainment for kids to go and play games.  Club Penguin also focuses on safety concerns, especially with the ongoing issue of stalkers and online predators.  Children have the opportunity to become members, go shopping, and even choose their own language.  There is also a place where parents can go and learn more information.  It lets children share information with each other and experience social media for themselves in their own Virtual World.

Disney’s CEO Bob Iger feels that social media isn’t just for the typical 20-year-olds on Facebook and MySpace.  Kids are beginning to use their computers for entertainment purposes more and more.  He goes into more detail in the video below.

Not only is Disney using new social media to collaborate with children, but with parents as well.  Disney’s Moms Panel consists of 15 real moms and one dad who provide tips for vacationing at Walt Disney World.  Topics include everything from hotels and dining to entertainment and recreation.  Michael Sebastian at Ragan talks about how Moms Panel is definitely a success for Disney.  Customers have the opportunity to ask questions.  This collaboration method is especially useful because the mom’s have encountered similar experiences that customers have questions about. The customers can relate to Disney customers’ needs.  As a result, Disney’s sales increase.  The video below discusses how the new 2009 panel was chosen.

Disney guarantees that new social media will continue to be a huge part of their company’s success in the future to come.

The GM Car Industry Collaborates

When you are watching your favorite television show, do you change the channel during a commercial break?  Or better yet, do you watch your favorite television shows online or save them on TiVo?  Answering yes to both of these questions explains why more companies are spending less money and less time simply by just talking to consumers.  As television viewership continues to decrease, companies are cutting their budgets on sales and marketing.  As a result, more and more companies are using collaboration methods by engaging in dialogue with new social media.

For example, General Motors (GM) is using new social media to encourage collaboration.  They have realized that the future of marketing means interacting with consumers on a new level, allowing them to make connections on their own conditions.  Monologues are old news.  GM uses dialogue with consumers for a two-way communication approach, where feedback is a plus.  Thus, messages are being pulled to consumers instead of the old traditional push method.

GM has been quick to realize that listening to consumers and interacting with them is crucial in sharing information and building strong relationships.  Their website stores their corporate blogs.  FastLane, one of the well-known GM blogs, shows what GM is all about.  It is where conversation begins between company and consumer.  The conversation includes both business aspects and consumer feedback.

In addition, GM collaborates overseas with their Europe Blog.  Information on new and existing products is shared with consumers, as well as information on issues GM is facing.  The site includes photos, videos, and even links to GM’s other blogs.

Below, General Motors VP of Global Communications Technology Christopher Barger discusses with the CarsDiva the new ways to reach consumers by using social media.

Collaboration in Google Docs

In my last post, I discussed how IBM uses collaboration in new social media.  Now I want to move on to another example–Google.  Google Docs, offered by Google, is a tool that helps the collaboration process in this new age of social media.  According to Wikipedia, it is a word processor, a database and a presentation on the Web.   Released in September 2007, Google Docs collaborates with users in real-time.

Say goodbye to messy email attachments and the difficult process of trying to send the same document to multiple people.  It is time to introduce a more productive way of sharing and collaborating documents.  Google Docs in Plain English describes a better way to send documents to other people, and you can even have full control on who has access to your documents.

Below Google Docs presents a case study on collaboration.  The video explains how Google Docs creates value for users and involves others.  It creates value because users can easily add content for collaboration by simply creating new documents or uploading documents that already exist.  In short, the fundamental characteristic of the tool makes it easy to create documents and share them with others.  By clicking on the share now link or collaborate tab you can invite others.

You have two options:

(1)    You can notify others and make it easier to work in teams, a key feature over traditional competitors like Microsoft

OR

(2)    You can invite people to become users of Google Docs themselves to make it easier for them to try the new tool out and show them who last edited it

In sum, Google Docs allows for behavioral change.  Products have the potential to be expanded beyond the user base.

I recommend taking a look at Google Docs’ Blog for more current news and updated information from their team.

Teamwork Leads to Innovation

Take a moment and imagine yourself being on your favorite sports team.  In order to perform well and win, you would need to collaborate with other team members, wouldn’t you?  In addition to sports, collaboration is an extremely important concept in corporate communications.  You need teamwork inside and outside your company for effective communication.

To make sure we are all on the same page, let’s start off by defining collaboration in terms of new social media.  In Joel Postman’s book, SocialCorp, he describes collaboration as one of the eight benefits of using new social media to develop stronger relationships with customers and other audiences.  When I say new social media, I am referring to Web 2.0 technology like wikis, blogs, online communities and the like.

Collaboration helps advance the workplace by building relationships inside and outside of your company.  Internally, social media is being used by management and engineering teams to help improve communication and the development of new products.   New social media, such as internal blogs or online communities strengthen levels of engagement and intimacy between employees.  Externally, social media is being used with outside developers and business associates to make communication and workflow more efficient.  Also, social media is being used for customer opinions and suggestions about new or existing products.

Before starting this blog, I began reading and performing research on other professional corporate communication blogs.  I collaborated with team members via a wiki where my team members and I posted information, voiced our opinions, and answered questions.  Along the way, we built a strong relationship by sharing information and collaborating ideas.  More and more companies are beginning to use new social media in very similar ways.

For example, IBM uses social networking, web conferences, and instant messaging to collaborate inside and outside their company.  Private conversations are turning into public conversations because one person’s knowledge can now be shared with numerous people.   Smart companies like IBM use collaboration for ways to connect employees, partners, customers and others to form a world of new innovators.