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PA consulting Presentation

1. PA CONFIDENTIAL –Internal use only
Web 2.0 –The HR Opportunity
David Elton and Dr. Carsten Sorensen
October 2010

2. © PA Knowledge Limited 2010. Page 2
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For many years IT was focused on automation…
Adaptive Collaborative
Computing Networking
Standardised
objective
Standardised
I/O/Enq
Standardised
process
(Sørensen & PA Consulting)
Standardised
connection
KnowledgeData
Transactional
Relationship
Interaction
Information
Streamline
Standardise
Extend

3. © PA Knowledge Limited 2010. Page 3
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Adaptive Collaborative
Computing Networking
Web 2.0 has changed the direction of travel
Open
groups
Adapting to
user demands
Simple
process
Open
connectivity
KnowledgeData
Transactional
Relationship
Interaction
Information
(Sørensen & PA Consulting)
Listen
Engage
Extend

4. © PA Knowledge Limited 2010. Page 4
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What happened to Web 1.0?
Web 1.0 was essentially a
broadcast medium:
Mainly computational
Code and content highly distinct
Significant barriers to entry

5. © PA Knowledge Limited 2010. Page 5
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Web 2.0 –putting the people back at the centre…
Personalised
Information
Management
Information Sharing
Tagging, content
aggregators,
personalised search
Social search, trust
and reputation systems,
folksonomies, social
news, social networks
Open standards, RSS,
microformats, APIs, creative
commons, web services
Blogging, Wikis, mashups,
social bookmarking,
recommendation
systems, collaborative
filtering
Create Collaborate
Enablers
RSS= Really Simple Syndication
API= Application Programming Interface


6. © PA Knowledge Limited 2010. Page 6
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With a new way of working…
User
Generated
Content
Emergence
Organisation
Popularity
Categorisation
and filtering
Increased
accessibility
and visibility
Respond, re-use,
mashup, remix
Broadcast to
social group
Amplify
The Network
Effect

7. © PA Knowledge Limited 2010. Page 7
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Amazon.com –Web 2.0 giant
Amazon in Web 1.0 was
simply an online catalogue
Mutual
recommendation
Trust and
reputation
Open
catalogue
Amazon in Web 2.0 is a community
Anyone can sell –Amazon is open to competing with itself
Customers can share their views
You can even share their fulfilment and logistics infrastructure
You can rent Amazon’s IT
Open
infrastructure
Trust and
reputation

8. © PA Knowledge Limited 2010. Page 8
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The way that people live and work is changing
Web 2.0 is happening now and is happening all around. It cannot be ignored.
Here are some examples of how new opportunities for dialogue are created:
Combining social networking with location-based services and
gaming. Get to know your people while they’re on the premises
The ultimate flat organisation? The customers are the employees in
an ongoing community, based around timesharing of real-world objects
Creating an engaged community which strengthens brand
and makes money
Creating a global dialogue and providing barometer of what’s hot
Streetcar
Nike
Foursquare
Twitter

9. © PA Knowledge Limited 2010. Page 9
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From encounters to relationships…who takes the lead?
…ICT is creating new opportunities and channels for dialogue both inside and
outside the organisation…
A powerful new voice for customers and employeesHell Computing;
United breaks Guitar
From individual products to engaged communitiesNike Plus
Pacemaker.net
Crowd-sourced innovationNetflix
P&G
Geo-networking –who you are + where you areFoursquare
Gowalla
Internal communications and collaborationBalfour Beatty
PA Consulting

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Why this matters for HR directors
The crowd has arrived and employees are increasingly empowered to work in new ways,
broaden their networks and transform the shape of organisations:
‘Amateurisation’ of professional work: Web 2.0 breaks down the barriers to entry
eg citizen journalism
Command and Control plus drift: In a highly networked world organisations must
get used to the idea of ‘drift’ as well control, and the tensions between them
Organisation boundaries are challenged: what were once walls are now
membranes. Who is inside and who is outside the organisation?
Relationships require a new approach: Web 2.0 is all about relationships whereas
many organisations are more comfortable with discrete encounters
It’s a learning process: Crowds and Web 2.0 are here to stay. Remember life before
Projects and Internal Markets? It will soon be the same for life before Crowds
No reward without risk
Dynamic roles require business changes

11. © PA Knowledge Limited 2010. Page 11
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Next steps for HR Directors
Follow the money: Get behind any initiative that saves or makes money
Reset your ambition: Web 2.0 will challenge orthodox views. Can a business be flat?
Copy others –look and listen: Technologies and business models are still
immature. Experiment and innovate to find what works for you
Go talk to the IT team: The chances are that Web 2.0 is already happening in your
organisation. Work with the IT team to ensure that HR can get involved.
IP Implications: Drawing on networks and crowds creates new challenges for IP
management which you must consider and risk manage
Prepare for dynamic roles and configurations: Continuously shifting skill sets
will be the norm