Bg Concordia Socnet Identity Final
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Bg Concordia Socnet Identity Final Presentation Transcript

  • 1. 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
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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. 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
    • 7. Connection assessment
    • 8. including latent connections
    • 9. Social role analysis
    • 10. Community equity analysis
    • 11. Sentiment analysis
    • 12. Reputation analysis
    • 13. 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?
    Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop
  • 14. 8
    Consumerization Of (Enterprise) IT
    Gap: Social Web Standards Missing For Social Enterprise
    Enterprise 2.0 Social Network Site
    Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop
  • 15. 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
  • 16. 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
  • 17. 11
    Field Study: Enterprise Social Networking
    • Profile (if clicked)
    • 18. Social Graph
    • 19. Activities
  • 12
    12
    • Profile
    • 20. Social Graph
    • 21. Conversations
    • 22. Files Exchanged
  • 13
    13
    • Profile
    • 23. Social Graph
    • 24. Conversations
    • 25. Files Exchanged
  • The Fuzzy Front-End Of Enterprise identity?
    Social Roles / Social Identities
    • Community “Idea Person”
    • 26. Forum “Answer Person”
    • 27. Wiki “Gardener”
    Source: Booz Allen Hamilton
  • 28. 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
    • 29. Enterprise organizations are adopting a “platform approach” in terms of technology enablement – vendors are as well:
    • 30. Cisco, IBM, Microsoft, Oracle (multi-purpose enterprise platforms)
    • 31. Jive, Telligent (focused on social platform)
    • 32. Atlassian, NewsGator, Socialtext (moving towards platform model)
    • 33. Open source options (Apache Project SocialSite, Elgg, Exo Platform…)
    • 34. Lock-in concerns for Web 2.0 can easily happen with Enterprise 2.0
    • 35. Accrual of data
    • 36. Owning of the namespace
    • 37. 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
    • 38. Social profiles, social graphs, and social applications enable employees to construct identity facets to suit their own needs
    • 39. IdM teams need to be closely involved with social networking initiatives
    • 40. Identity management (IdM) systems need to better handle “social identity” claims
    Source: Burton Group survey (6/15/2009, 551 respondents, 394 for this question).
  • 41. The Cautionary Tale
    Balancing benefits with proper controls
    • Identity assurance in social media world (ex. CEOs twittering)
    • 42. Racial and diversity profiling
    • 43. Example: during the hiring process
    • 44. Example: automatic profile updates when joining a community
    • 45. Security and risk management exposures
    • 46. IP loss
    • 47. Insider threats (befriend / defraud re: social network analysis)
    • 48. Building a “relationship” to a virtual identity
    • 49. Manage the inevitable
    17
  • 50. 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?
  • 51. 19
    The Cautionary Tale: Aetna
    Aetna on Twitter … maybe?
    Is this really Aetna? Some people think so…
  • 52. The Cautionary Tale
    Social Network Analysis: In The Hands Of Everyone?
    20
    Source: IBM
  • 53. The Cautionary Tale
    Social Network Analysis: In The Hands Of Everyone?
    21
    Source: SAP
  • 54. 22
    Use Case Scenarios
    Structured Task Worker: Call Center Agent
    Identity:
    • Name, Title, Contact Info
    • 55. Department, Reporting Chain
    • 56. Group Membership Information
    • 57. 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
    • 58. Assist customers
    • 59. Escalate issues
    • 60. 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
    • 61. Prior positions
    • 62. 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
  • 63. 23
    Use Case Scenarios
    “Corporate Facebook” Improves Mary’s “Social Identity”
    Identity:
    • Name, Title, Contact Info
    • 64. Department, Reporting Chain
    • 65. Group Membership Information
    • 66. 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
    • 67. Assist customers
    • 68. Escalate issues
    • 69. 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
    • 70. Prior positions
    • 71. Prior experiences
    Community Equity:
    Reputation based on Profile indicates experienced subject matter expert
    But peer reputation still swayed by perception of being “opinionated”
  • 72. 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
  • 73. 25
    Use Case Scenarios
    “Marketing Forum” & Social Roles:
    Forum post bymarketing employee
    Bi-directional Tie(replied to)
    One-way Tie
    (no reply)
  • 74. 26
    Use Case Scenarios
    “Product Development Forum” & Social Roles:
    Forum post byproduct strategyemployee
    Bi-directional Tie(replied to)
    One-way Tie
    (no reply)
  • 75. 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
  • 76. 28
    Use Case Scenarios
    Social Identity Augments Enterprise Identity
    Identity:
    • Name, Title, Contact Info
    • 77. Department, Reporting Chain
    • 78. Group Membership Information
    • 79. 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
    • 80. Assist customers
    • 81. Escalate issues
    • 82. Etc etc
    Talent Management:
    A “star” employee
    A “knowledge worker”
    On a promotional path
    Management View
    Mary Only
    Employment History:
    • Prior organizations
    • 83. Prior positions
    • 84. 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