IBM Corporate

Knowledge Management in IBM

March 2004

Neil Starkey
Distinguished Engineer
IBM Software Federal
Neil_Starkey@us.ibm.com

March 2004 © 2004 IBM Corporation

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‘Inside IBM’ there are over 315,000 resources

from which to tap…
Over 315,000 IBM Employees

IBM Locations
Mobile Employees

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…and it is imperative that we invest appropriately

in our Human Capital to maximize organizational
productivity
• BMC
• Royalties
Internal Survey Questions
• Parts 40%
• Inv Loss Processes & procedures allow me to effectively
• Shipping
2003 Spend

meet my customers’ needs

• Interest
I can get the information I need to do my job
• Salary
Conditions in my job allow me to be as
• Variable Pay
productive as I can be
• Benefits
60% I am given a real opportunity to improve my
• Education
skills at IBM
• Travel
• Outsourced Svc My job makes good use of my skills & abilities
Restructuring

‘Productivity’ improvements required to remain competitive

in today’s knowledge market translate to increasing
employee skills, knowledge management, & productivity

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The On Demand Workplace enables us to become

more productive, bringing us closer to our customers &
partners Employee to Work
Job role specific function that connects to work
activities. Includes access to project/team spaces
and business applications

Employee to External
Employee to Employee Connections to partners,
Connections between employees suppliers, customers and
including access to communities, external knowledge bases
expertise and collaboration.

Employee to IBM
Connections to IBM information & processes like
Corporate Communications, Finance and Human
Resources

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The On Demand Workplace looks to provide the

'One IBM' through six basic elements
Ability to team, share and
exchange information and
knowledge instantly and
virtually

collaboration
Ability to find and Ability to self-serve
work with experts via the web for job-
business specific needs
across the business
and leverage their expertise unit tools
knowledge &
experience

enterprise content
Ability to accesstools
Ability to access
pertinent
tools via the web for e-learning information and
all enterprise wide
knowledge
self-support
Ability to receive just-in-time immediately and
functions
mentoring & education to easily
develop career & job-related
skill set

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Knowledge management complements and strengthens

our information management efforts and underpins this
transformation
Information Knowledge Management
Management

Explicit Knowledge
Tacit
Individuals Unit of Analysis Teams & Communities
Technology Intervention People
Efficiency To What End? Effectiveness
O Productivity
O Competency

O Responsiveness

O Innovation

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It also focuses on people - individuals, teams, communities,

and organizations - as each plays a role in the development,
management & flow of knowledge with IBM

Individual

Team - people working together as a group in order

to achieve a goal, usually with a defined objective
and/or timeframe (e.g. a project team, PDT)

Individual
Community - a group voluntarily sharing knowledge
Team
and experience around common interests, practices,
Community or purposes (e.g. Project Managers, Java
Organization programmers ...)

Organization - a group of people who cooperate

systematically to conduct business (e.g. Global
Services, IBM)

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All initiatives are addressed through the context of our

business transformation framework

Incentives Measurements

Leadership Leadership
Organization

Process Technology

Vision / Strategy
Value System

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Knowledge management must be driven from the business

strategy

Strategy

What we must know What we do What our

(and know how to do) know competitors know

Internal strategic External strategic

knowledge gap knowledge gap

Knowledge Management Program

Operational KM : knowledge to execute strategy
Strategic KM: knowledge to formulate strategy
© Michael H. Zack

Enterprise On Demand Transformation © 2004 IBM Corporation

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Knowledge management drives business value in four

different ways Increased
Profitability
ASSET UTILIZATION REVENUE EXPANSION

Efficiency Innovation

Reuse captured Bring people together across time

intellectual assets and geography to share ideas

Competency Responsiveness

Manage knowledge transfer Marshall resources to respond

to improve employee skills to unanticipated events

Reduced
Costs

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"When eight people in a garage

somewhere can take market share
from a company like IBM, then
knowledge is a factor of production
much greater than land, labor, and
capital."

Larry Prusak
Former Executive Director
IBM Institute for
Knowledge Management

Co-author of Working
Knowledge: How
Organizations Manage What
They Know
Published by The Harvard
Business School Press

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The evolution of Knowledge Management at IBM

Communities Web-based Web Skilltap/

TeamRooms
of Practice Forums Conferences Shotgun

Knowledge IGS
ICM Asset Persona
Networks Knowledge
Web
Portal
‘94 ’95 ‘96 ’97 ‘98 ‘99 ‘00 ‘01 ‘02 ‘03

IGS Intellectual Corporate KM Corporate Employee On

Capital Program (HR) KM Program Collaboration Demand
Management (BT/CIO) for
Program Employees
Software
Group KM
Program

Consulting Global Services

Services formed formed

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IBM Organizational Structure

Global Sales & Software Technology Personal Server Global Corporate Functions
Services Dist. Group Group Systems Group Financing O Strategy
Group BT/CIO
O Legal
O HR
O Finance
O Communications
O Marketing
Other
O Global Financing
O Research

Americas
Europe, Middle East, Africa
Asia Pacific

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The corporate KM program sets direction, provides

leadership & guidance, and deploys corporate KM solutions

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Expertise

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Expertise
Finding a highly
knowledgeable
Qualification -"SMEness"
person.
High potential for
knowledge accidents
= innovation.
Finding people who
may know about a
topic and may be
willing to help.
Obligation
Enterprise On Demand Transformation
Contact to experts is
brokered through a
process.
Domain of knowledge
predefined (questions
that are supported).
Experts must respond.
Not knowledgeable in
subject but will find
the person / answer.
© 2004 IBM Corporation
 IBM Corporate

The objective of our expertise location initiative is to enable IBMers to

tap into the expertise of individuals and communities across the
company
A “best of breed” solution Community
Community Profile
Profile
includes:
Individual
Individual Profile
Profile

¾ robust employee profiles based

Description
on information from the employee
and business and discovery Directory Information
Keywords
Job role Organization
processes Contact & Location Info.
Creation Leaders & Contacts
Self professed Connection
Robust profiling Search
Expertise
How to& communicate
Interests
¾ profiles of communities with Projects, Teams & Communities
Collaboration

access to their knowledge base and … How to join

Qualified
members Skills
Members
Education & Certifications
Patents
¾ the ability to easily connect and …
collaborate with individuals and Dynamically generated
References through search
communities - including question Questions Answered
Affinities & Keywords
and answer management and …
knowledge capture capability

Expertise Location = the process of finding the right person with the right knowledge at the
right time
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Persona provides access to the expertise of IBM's

professionals

• Captures employee
information providing
enhanced search capability
• projects
• teams
• expertise
• business interests
• Structured Vocabulary
• Related Documents
• Related Links
• Allows search over all
categories
• Architected to incorporate
more collaboration functions

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Persona advanced search capabilities allow for flexible

and focused searches

with context

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Our next expertise location project combines directory,

expertise location and collaboration capabilities

“Business Card”
ƒ Key contact information up
front
ƒ Local time/ global map
ƒ Reports to chain
ƒ Summary Page
ƒCollaboration
ƒ Preferred contact method
ƒ Sametime awareness
ƒ Add person to Notes address
book
ƒ Add user to Sametime list
ƒ Send text message to
pager/cell phone
ƒ Send an email
ƒ Send an instant message

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A robust profile will serve as the base for further efforts

ƒQualified Content (6 elements)
ƒ Improved Taxonomy
ƒJob Information
ƒ Job role, Business Unit,
Customers supported,
Languages spoken
ƒ General Experience
ƒ Business, Industry,
Customer, Competitor
ƒTechnical Experience
ƒTechnology, Solution &
Products, Platform
ƒ Level 4 & 5 Skills
ƒProjects & Teams
ƒ Communities & Professional
Organizations
ƒ Biography
ƒ Certifications
ƒInternal & External
ƒCredentials
ƒEducation, Books & Papers,
Patents

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Communities

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Communities of practice foster knowledge sharing,

intellectual capital management and professional
development
Communities are:
ƒ global communities of
professionals centered
around a domain of
knowledge
ƒ focused on sharing of tacit
and explicit knowledge
ƒ established where the
business sees requirements
for knowledge sharing and
knowledge management
ƒ not organizational units

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CommunityMap provides a place where employees can find

communities and communities can find new members
O Community Leaders create
entries in the registry to describe
the community

O Employee search and browse the

registry of information, helping
them to decide whether to join

O 250 Community entries

• Technical
• Strategy
• Management
• Innovation
• Finance
• e-Business
• Consulting
• Market focus
• Industry
• New hire

O 3000 page views & 1,000+ unique

visitors per month

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Collaboration

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Collaboration

O Meetings, talks & O Persistent Chat

presentations to a
distributed audience
O Quick Q&A & problem
solving
O Chatting & Messaging Online
O Designing & planning within
a distributed team
Any Place
Location
O Online Threaded Discussion
O Working in a Distributed
Team
O Collaborative Document or
Code Development
Any Place

Same Time Any Time

Same Time Any Time

Same Place Same Place

O Face to Face Team Meetings O Physical Bulletin

O Collaborative Work Among a Board
Co-Located Team O War Rooms
O Professional Conferences &
Workshops

Time
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Collaboration Central connects professionals to people,

processes, and technologies that support collaboration
• Collaboration Central
• Tools
• News
• Discussion
• Sandbox
• Team Central Collaboration tools &
• What is a Team?
• Solve a Team Problem
services
OIndividuals
• Select the Right Team Tool
• Best Practices OTeams

• Wizard function provides OCommunities

advice and guidance to the

less experienced user
Connections
• Community Central
OCommunities of
• What is a Community?
• Roles & Responsibilities interest & practice
• Best Practices OTeams (DBoM)

• Community Tools
• Find a Community Best Practices

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Web Conferences uses Web technology to conduct

meetings rather than holding in-person events
O Wizard function provides printable
action list to help plan and conduct an
effective Web Conference
O Outbound service
enables participation
of customers,
business partners,
and vendors outside
the firewall

O Avg. 33,000 participants per month

(2002)
O Avg. 6,000 conference calls per month
(2002)
O Estimated $50M annual cost avoidance
per year

Enterprise On Demand Transformation © 2004 IBM Corporation

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Instant Messaging has been widely adopted

3 basic components:
• The list of 'who is online'
and available to talk
• An initial contact message
• The ongoing conversation

• 118K concurrent users

• >1 million messages per
day

Enterprise On Demand Transformation © 2004 IBM Corporation

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Team Rooms help teams work together more effectively

by a balanced focus on the tasks, the team, & the
technology

• Team Rooms get teams up

and running fast by
delivering ''just in time''
education and help
through advanced context
sensitive and web-based
help resources.

• Team Rooms use an

embedded series of
automated, diagnostic
Team Progress reports to
assess the Team's activity
and to prompt the leader
with coaching tips,
techniques & strategies.

• 150, 000 users

• 17,000 Team Rooms

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Lotus QuickPlace is a web based team space

• Coordinate
• people, tasks, plans, and
resources
• Collaborate
• share ideas & discussion,
resolve issues, co-author
documents, exchange files
• Communicate
• actions & decisions, key
findings and lessons,
publish knowledge
• Benefits
• Can be used without any
technical training
• Browser based access
• Central location for
accessing information
• Flexible structure
• Outstanding security
• Site password protected
• Room based security

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Forums provide a venue for professionals to share

knowledge on common topics and interests

• Employees can now access

forums via the web
• Forums are in NNTP format
via a local newsreader

Enterprise On Demand Transformation © 2004 IBM Corporation

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IBM Community Tools

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IBM Community Tools

Enterprise On Demand Transformation © 2004 IBM Corporation

 IBM Corporate

IBM Community Tools

Enterprise On Demand Transformation © 2004 IBM Corporation

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IBM Community Tools

Enterprise On Demand Transformation © 2004 IBM Corporation

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IBM KM Contact

Contact:
Renee Marsh
Program Director, Knowledge Management
Enterprise On Demand Transformation
rlmarsh@us.ibm.com

Enterprise On Demand Transformation © 2004 IBM Corporation