Bg Concordia Socnet Identity Final

Mike Gotta
Principal Analyst
Collaboration and Content Strategies
mgotta@burtongroup.com
http://mikeg.typepad.com
Alice Wang
Director
Burton Group
awang@burtongroup.com
Use Cases Driving Identity in Enterprise 2.0: The Consumerization of ITMonday, July 27, 2009

Similar Concepts, Different Meanings
Enterprise 2.0 & Consumerization of IT
On being here to talk about socialtools and applications in front ofan identity audience:
Same terms, same topics – butdifferent understandings and context?
re: Web 2.0 and Enterprise 2.0…
How did we get here?
2

Intermingling Of Tribal Beliefs
Each community believes that it has discovered fire…
Identity community discovers that:
“it’s all about relationships” (Blakley, 2008)
Collaboration community discovers that:
“it’s all about identity”
Both groups are coming to realize that:
Identity and relationships are the two sides of the social networking coin
3

The Web 2.0 Perspective
Why now?
Web 2.0
Network (Web) as platform
Consuming and remixing data
Architecture of participation
“Social Web”
“Open Stack” (Chris Messina, David Recordon, Joseph Smarr)
4
=
=
Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop

The Enterprise 2.0 Perspective
Why now?
Enterprise 2.0 (2006, McAfee)
Social software
Emergence mechanisms:
Patterns and structure inherent in people's interactions to become visible
Platform environments:
Contributions and interactions are globally visible and persistent over time
Social Network Sites (2007, boyd and Ellison)
Profile
Social graph
Ability to view profiles and traverse connections
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
5

6
Social Networking & Enterprise 2.0
Social Network Site (2008, Gotta)
Profile
Social Graph
Social Presence
Relation Controls
Participation Tools
(Blogs, wikis, forums, tags, communities…)
Social Network Sites (Template)
http://www.burtongroup.com/Client/Research/Document.aspx?cid=1482
Social Network Site
Web Site Content & Applications
InfrastructureServices
Collaboration& ContentServices
Social Site Application Services
Social Networking Services
Social Graph analytics and correlation
Connection assessment
including latent connections
Social role analysis
Community equity analysis
Sentiment analysis
Reputation analysis
Widgets & services (incl. REST, JSON, OpenSocial, etc.)

7
Consumerization Of (Enterprise) IT
Good News: Social Web Meets Social Enterprise
Enterprise 2.0 Social Network Site
Who Am I?
Who I Know?
What’s going on?

8
Consumerization Of (Enterprise) IT
Gap: Social Web Standards Missing For Social Enterprise
Enterprise 2.0 Social Network Site

9
Profiles = Social Identities Or Identity?
Gap: Enterprise is focused on social network site & profiles
Recommendations, testimonials, rankings…
Projects, hobbies, interests, communities, expertise…
Integration & Synchronization Services
HR & Learning Management Systems
Approved Thirdy-party Systems
Identity Management Systems (e.g., Directory)
Profile Repository
Project Management Systems
Collaboration & Content Management Systems

10
Field Study: Enterprise Social Networking
Gap: The profile discussion is disconnected from identity
Why should employees create a profile?
How many profiles should employees have?
What attributes (and data) comprises a profile?
How much information should be shared? With whom?
How accurate are employee profiles over time?
What happens to the profile when employees leave?
What are the implications when “Social Web” profiles (identities) are co-mingled with enterprise employee profiles (identities)?
Where’s the identity assurance?
Lotus Notes and LinkedIn example
Microsoft Outlook, Xobni, and Facebook example
What about social roles and social identities?
Social Network Site example

11
Field Study: Enterprise Social Networking
Profile (if clicked)
Social Graph
Activities

12
12
Profile
Social Graph
Conversations
Files Exchanged

13
13
Profile
Social Graph
Conversations
Files Exchanged

The Fuzzy Front-End Of Enterprise identity?
Social Roles / Social Identities
Community “Idea Person”
Forum “Answer Person”
Wiki “Gardener”
Source: Booz Allen Hamilton

15
Enterprise Social Networking & Identity
Gap: Lock-in Is Occurring Within The “Social Enterprise”
Too much focus is on social network sites and employee profiles as if the enterprise was the only participant in managing identity
Enterprise organizations are adopting a “platform approach” in terms of technology enablement – vendors are as well:
Cisco, IBM, Microsoft, Oracle (multi-purpose enterprise platforms)
Jive, Telligent (focused on social platform)
Atlassian, NewsGator, Socialtext (moving towards platform model)
Open source options (Apache Project SocialSite, Elgg, Exo Platform…)
Lock-in concerns for Web 2.0 can easily happen with Enterprise 2.0
Accrual of data
Owning of the namespace
Use of non-standard formats

16
Gap: Social Networking & Identity
A recent Burton Group survey indicates strategic importance
The enterprise is no longer the only participant in managing employee identity
Social profiles, social graphs, and social applications enable employees to construct identity facets to suit their own needs
IdM teams need to be closely involved with social networking initiatives
Identity management (IdM) systems need to better handle “social identity” claims
Source: Burton Group survey (6/15/2009, 551 respondents, 394 for this question).

The Cautionary Tale
Balancing benefits with proper controls
Identity assurance in social media world (ex. CEOs twittering)
Racial and diversity profiling
Example: during the hiring process
Example: automatic profile updates when joining a community
Security and risk management exposures
IP loss
Insider threats (befriend / defraud re: social network analysis)
Building a “relationship” to a virtual identity
Manage the inevitable
17

18
The Cautionary Tale: Dell
Dell Outlet: Employees Use Of External Social Sites
Twitter for business
Last December, the companygenerated over $1 million inrevenue through @delloutlet byposting special offers and alsonurturing customer relationshipson Twitter. Today Dell reportedover $2 million in sales through its popular @delloutlet presence.@delloutlet currently boasts close to 625,000 followersseeking exclusive dealsavailable only on themicro community.
http://www.briansolis.com/2009/06/delloutlet-cultivates-2-million-on-twitter/
Is this really Dell?

19
The Cautionary Tale: Aetna
Aetna on Twitter … maybe?
Is this really Aetna? Some people think so…

The Cautionary Tale
Social Network Analysis: In The Hands Of Everyone?
20
Source: IBM

The Cautionary Tale
Social Network Analysis: In The Hands Of Everyone?
21
Source: SAP

22
Use Case Scenarios
Structured Task Worker: Call Center Agent
Identity:
Name, Title, Contact Info
Department, Reporting Chain
Group Membership Information
Etc etc
Personal:
Interests, Hobbies, Expertise
Professional Associations
External communities
External social media
Enterprise Identity
HR Information
Social View
Job Description:
Handle in-bound calls
Assist customers
Escalate issues
Etc etc
Talent Management:
Not a “star” employee
Not a “knowledge worker”
Not on a promotional path
Management View
Mary Only
Employment History:
Prior organizations
Prior positions
Prior experiences
Community Equity:
Reputation as being “opinionated”
Refer to:
http://mikeg.typepad.com/perceptions/2009/07/relationships-and-identity-two-sides-of-the-social-networking-coin.html
http://mikeg.typepad.com/perceptions/2009/07/part-2---relationships-and-identity-two-sides-of-the-social-networking-coin.html

23
Use Case Scenarios
“Corporate Facebook” Improves Mary’s “Social Identity”
Identity:
Etc etc
Personal:
Enterprise Identity
HR Information
Social View
Job Description:
Assist customers
Escalate issues
Etc etc
Talent Management:
Not a “star” employee
Not a “knowledge worker”
Not on a promotional path
Management View
Mary Only
Mary’s (what she volunteers) Employment History now visible on her profile:
Prior organizations
Prior positions
Prior experiences
Community Equity:
Reputation based on Profile indicates experienced subject matter expert
But peer reputation still swayed by perception of being “opinionated”

24
Use Case Scenarios
“Best Practices Wiki” & Social Roles:
“WikiGardener”
Edit/Create Page
Over Time
Editor
History Page
Contributors
RecordsManagement
Article Page
Discussion Page
Community

25
Use Case Scenarios
“Marketing Forum” & Social Roles:
Forum post bymarketing employee
Bi-directional Tie(replied to)
One-way Tie
(no reply)

26
Use Case Scenarios
“Product Development Forum” & Social Roles:
Forum post byproduct strategyemployee
Bi-directional Tie(replied to)
One-way Tie
(no reply)

27
Use Case Scenarios
“Community Equity” & Social Roles:
3. Marketing leadershipsubscribes to those tagsand learn about Mary’sblog
5. Mary’s blog points to herProfile where they learn abouther expertise and participationin other communities, includingthe Marketing forum – perceptionof Mary changes
tag
2. They tag posts in a variety of ways includingmarketing_ideas and marketing_issues
4. Some in Marketingsubscribe directly toMary’s blog
1. Mary’s blog entries grab
the attention of product strategists
tag
Mary’s Blog

28
Use Case Scenarios
Social Identity Augments Enterprise Identity
Identity:
Etc etc
Personal:
Enterprise Identity
HR Information
Social View
Job Description:
Assist customers
Escalate issues
Etc etc
Talent Management:
A “star” employee
A “knowledge worker”
On a promotional path
Management View
Mary Only
Employment History:
Prior organizations
Prior positions
Prior experiences
Community Equity:
Reputation based on Profile indicates experienced subject matter expert
Peer reputation becomes much
more positive based on Mary’sparticipation and contributions

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http://blog.contentmanagementconnection.com	5
http://georgedearing.com	3
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