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Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
Bg Concordia Socnet Identity Final
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  • 1. Mike Gotta<br />Principal Analyst <br />Collaboration and Content Strategies <br />mgotta@burtongroup.com<br />http://mikeg.typepad.com<br />Alice Wang<br />Director<br />Burton Group<br />awang@burtongroup.com<br />Use Cases Driving Identity in Enterprise 2.0: The Consumerization of ITMonday, July 27, 2009 <br />
  • 2. Similar Concepts, Different Meanings<br />Enterprise 2.0 & Consumerization of IT <br />On being here to talk about socialtools and applications in front ofan identity audience:<br />Same terms, same topics – butdifferent understandings and context?<br />re: Web 2.0 and Enterprise 2.0…<br />How did we get here?<br />2<br />
  • 3. Intermingling Of Tribal Beliefs<br />Each community believes that it has discovered fire…<br />Identity community discovers that:<br /> “it’s all about relationships” (Blakley, 2008)<br />Collaboration community discovers that:<br /> “it’s all about identity”<br />Both groups are coming to realize that:<br /> Identity and relationships are the two sides of the social networking coin<br />3<br />
  • 4. The Web 2.0 Perspective<br />Why now? <br />Web 2.0<br /> Network (Web) as platform<br /> Consuming and remixing data <br /> Architecture of participation<br />“Social Web”<br /> “Open Stack” (Chris Messina, David Recordon, Joseph Smarr)<br />4<br />=<br />=<br />Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop<br />
  • 5. The Enterprise 2.0 Perspective<br />Why now? <br />Enterprise 2.0 (2006, McAfee)<br /> Social software<br /> Emergence mechanisms:<br />Patterns and structure inherent in people&apos;s interactions to become visible<br /> Platform environments: <br />Contributions and interactions are globally visible and persistent over time<br />Social Network Sites (2007, boyd and Ellison)<br /> Profile<br /> Social graph<br /> Ability to view profiles and traverse connections<br />http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html<br />5<br />
  • 6. 6<br />Social Networking & Enterprise 2.0<br />Social Network Site (2008, Gotta)<br />Profile<br />Social Graph<br />Social Presence<br />Relation Controls<br />Participation Tools<br /> (Blogs, wikis, forums, tags, communities…)<br />Social Network Sites (Template)<br />http://www.burtongroup.com/Client/Research/Document.aspx?cid=1482<br />Social Network Site<br />Web Site Content & Applications<br />InfrastructureServices<br />Collaboration& ContentServices<br />Social Site Application Services<br />Social Networking Services<br /><ul><li> 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.)</li></li></ul><li>7<br />Consumerization Of (Enterprise) IT<br />Good News: Social Web Meets Social Enterprise <br />Enterprise 2.0 Social Network Site<br />Who Am I?<br />Who I Know?<br />What’s going on?<br />Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop<br />
  • 14. 8<br />Consumerization Of (Enterprise) IT<br />Gap: Social Web Standards Missing For Social Enterprise <br />Enterprise 2.0 Social Network Site<br />Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop<br />
  • 15. 9<br />Profiles = Social Identities Or Identity?<br />Gap: Enterprise is focused on social network site & profiles<br />Recommendations, testimonials, rankings…<br />Projects, hobbies, interests, communities, expertise…<br />Integration & Synchronization Services<br />HR & Learning Management Systems<br />Approved Thirdy-party Systems<br />Identity Management Systems (e.g., Directory)<br />Profile Repository<br />Project Management Systems<br />Collaboration & Content Management Systems<br />
  • 16. 10<br />Field Study: Enterprise Social Networking<br />Gap: The profile discussion is disconnected from identity<br />Why should employees create a profile?<br />How many profiles should employees have?<br />What attributes (and data) comprises a profile?<br />How much information should be shared? With whom?<br />How accurate are employee profiles over time? <br />What happens to the profile when employees leave?<br />What are the implications when “Social Web” profiles (identities) are co-mingled with enterprise employee profiles (identities)?<br />Where’s the identity assurance?<br />Lotus Notes and LinkedIn example<br />Microsoft Outlook, Xobni, and Facebook example<br />What about social roles and social identities?<br />Social Network Site example<br />
  • 17. 11<br />Field Study: Enterprise Social Networking<br /><ul><li>Profile (if clicked)
  • 18. Social Graph
  • 19. Activities</li></li></ul><li>12<br />12<br /><ul><li>Profile
  • 20. Social Graph
  • 21. Conversations
  • 22. Files Exchanged</li></li></ul><li>13<br />13<br /><ul><li>Profile
  • 23. Social Graph
  • 24. Conversations
  • 25. Files Exchanged</li></li></ul><li>The Fuzzy Front-End Of Enterprise identity?<br />Social Roles / Social Identities<br /><ul><li>Community “Idea Person”
  • 26. Forum “Answer Person”
  • 27. Wiki “Gardener” </li></ul>Source: Booz Allen Hamilton<br />
  • 28. 15<br />Enterprise Social Networking & Identity<br />Gap: Lock-in Is Occurring Within The “Social Enterprise”<br /><ul><li>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 </li></li></ul><li>16<br />Gap: Social Networking & Identity<br />A recent Burton Group survey indicates strategic importance<br /><ul><li>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</li></ul>Source: Burton Group survey (6/15/2009, 551 respondents, 394 for this question). <br />
  • 41. The Cautionary Tale<br />Balancing benefits with proper controls <br /><ul><li>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</li></ul>17<br />
  • 50. 18<br />The Cautionary Tale: Dell<br />Dell Outlet: Employees Use Of External Social Sites<br />Twitter for business<br />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.<br /> http://www.briansolis.com/2009/06/delloutlet-cultivates-2-million-on-twitter/<br />Is this really Dell?<br />
  • 51. 19<br />The Cautionary Tale: Aetna<br />Aetna on Twitter … maybe?<br />Is this really Aetna? Some people think so…<br />
  • 52. The Cautionary Tale<br />Social Network Analysis: In The Hands Of Everyone?<br />20<br />Source: IBM<br />
  • 53. The Cautionary Tale<br />Social Network Analysis: In The Hands Of Everyone?<br />21<br />Source: SAP<br />
  • 54. 22<br />Use Case Scenarios<br />Structured Task Worker: Call Center Agent<br />Identity:<br /><ul><li>Name, Title, Contact Info
  • 55. Department, Reporting Chain
  • 56. Group Membership Information
  • 57. Etc etc</li></ul>Personal:<br />Interests, Hobbies, Expertise<br />Professional Associations<br />External communities <br />External social media<br />Enterprise Identity<br />HR Information<br />Social View<br />Job Description:<br /><ul><li>Handle in-bound calls
  • 58. Assist customers
  • 59. Escalate issues
  • 60. Etc etc</li></ul>Talent Management:<br />Not a “star” employee<br />Not a “knowledge worker”<br />Not on a promotional path<br />Management View<br />Mary Only<br />Employment History:<br /><ul><li>Prior organizations
  • 61. Prior positions
  • 62. Prior experiences </li></ul>Community Equity:<br />Reputation as being “opinionated”<br />Refer to:<br />http://mikeg.typepad.com/perceptions/2009/07/relationships-and-identity-two-sides-of-the-social-networking-coin.html <br />http://mikeg.typepad.com/perceptions/2009/07/part-2---relationships-and-identity-two-sides-of-the-social-networking-coin.html<br />
  • 63. 23<br />Use Case Scenarios<br />“Corporate Facebook” Improves Mary’s “Social Identity”<br />Identity:<br /><ul><li>Name, Title, Contact Info
  • 64. Department, Reporting Chain
  • 65. Group Membership Information
  • 66. Etc etc</li></ul>Personal:<br />Interests, Hobbies, Expertise<br />Professional Associations<br />External communities <br />External social media<br />Enterprise Identity<br />HR Information<br />Social View<br />Job Description:<br /><ul><li>Handle in-bound calls
  • 67. Assist customers
  • 68. Escalate issues
  • 69. Etc etc</li></ul>Talent Management:<br />Not a “star” employee<br />Not a “knowledge worker”<br />Not on a promotional path<br />Management View<br />Mary Only<br />Mary’s (what she volunteers) Employment History now visible on her profile:<br /><ul><li>Prior organizations
  • 70. Prior positions
  • 71. Prior experiences </li></ul>Community Equity:<br />Reputation based on Profile indicates experienced subject matter expert <br />But peer reputation still swayed by perception of being “opinionated” <br />
  • 72. 24<br />Use Case Scenarios<br />“Best Practices Wiki” & Social Roles:<br />“WikiGardener”<br />Edit/Create Page<br />Over Time<br />Editor<br />History Page<br />Contributors<br />RecordsManagement<br />Article Page<br />Discussion Page<br />Community<br />
  • 73. 25<br />Use Case Scenarios<br />“Marketing Forum” & Social Roles:<br />Forum post bymarketing employee<br />Bi-directional Tie(replied to)<br />One-way Tie<br />(no reply)<br />
  • 74. 26<br />Use Case Scenarios<br />“Product Development Forum” & Social Roles:<br />Forum post byproduct strategyemployee<br />Bi-directional Tie(replied to)<br />One-way Tie<br />(no reply)<br />
  • 75. 27<br />Use Case Scenarios<br />“Community Equity” & Social Roles:<br />3. Marketing leadershipsubscribes to those tagsand learn about Mary’sblog<br />5. Mary’s blog points to herProfile where they learn abouther expertise and participationin other communities, includingthe Marketing forum – perceptionof Mary changes<br />tag<br />2. They tag posts in a variety of ways includingmarketing_ideas and marketing_issues<br />4. Some in Marketingsubscribe directly toMary’s blog<br />1. Mary’s blog entries grab<br />the attention of product strategists <br />tag<br />Mary’s Blog<br />
  • 76. 28<br />Use Case Scenarios<br />Social Identity Augments Enterprise Identity<br />Identity:<br /><ul><li>Name, Title, Contact Info
  • 77. Department, Reporting Chain
  • 78. Group Membership Information
  • 79. Etc etc</li></ul>Personal:<br />Interests, Hobbies, Expertise<br />Professional Associations<br />External communities <br />External social media<br />Enterprise Identity<br />HR Information<br />Social View<br />Job Description:<br /><ul><li>Handle in-bound calls
  • 80. Assist customers
  • 81. Escalate issues
  • 82. Etc etc</li></ul>Talent Management:<br />A “star” employee<br />A “knowledge worker”<br />On a promotional path<br />Management View<br />Mary Only<br />Employment History:<br /><ul><li>Prior organizations
  • 83. Prior positions
  • 84. Prior experiences </li></ul>Community Equity:<br />Reputation based on Profile indicates experienced subject matter expert<br />Peer reputation becomes much<br />more positive based on Mary’sparticipation and contributions <br />

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