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  • About Us Burton Group provides in-depth, vendor-independent research and advisory services focused on enterprise IT infrastructure technologies. Known for our principle-based architectural approach and technical depth, each of our six highly-focused research services provide practical insights and direction for enterprise technologists and executives. http://www.burtongroup.com/ http://catalyst.burtongroup.com/ http://ccsblog.burtongroup.com/ http://mikeg.typepad.com/

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  • Deciphering Corporate Social Networks Thursday – 19 June, 2008 Mike Gotta Principal Analyst [email_address] www.burtongroup.com mikeg.typepad.com
  • Deciphering Corporate Social Networks
    • Agenda
      • Understanding The Evolution Of Social Networks
      • Leveraging Social Networks Within The Enterprise
      • Recommendations
  • Evolution Of Social Networks
    • Why social networks?
      • In General
        • Relationships
        • Community (including self-organization and teaming)
        • Information sharing (including backchannels and gossip)
        • Information harvesting
        • Collaboration
        • Influence (including brokering information & connections)
        • Situational awareness
        • Support, mentoring, advice, sense-making
        • Personal value
      • For consumers
        • Lifestyle (peer interaction, fun, education, personal finance, politics, social causes, sports, hobbies or other interests)
  • Evolution Of Social Networks
    • Some history, terminology and market trends
      • History
        • A long timeline of academic research (1850’s-1970’s)
      • Key terms
        • Social network, social networking, social graph
        • Actors (sometimes referred to as nodes or agents)
        • Relations (sometimes referred to as links or ties)
        • Strong, Weak and Latent Ties
        • Degrees of separation
        • “ Social Roles” (connectors, brokers, boundary spanners)
      • Consumer market trends
        • 2003-2009: Facebook, LinkedIn and Myspace
        • 2006 and onward: “lifestreaming”, data portability and interoperability
  • Evolution Of Social Networks A specific destination where connections are often declared and visible; acts as a social hub Social structures that are embedded within a variety of tools (e-mail, buddy lists) Analytical engines that assess and correlate relationship connections Combines all elements into a cohesive set of infrastructure services
  • Enterprise Evolution Of Social Networks
  • Deciphering Corporate Social Networks
    • Agenda
      • Understanding The Evolution Of Social Networks
      • Leveraging Social Networks Within The Enterprise
      • Recommendations
  • The Business Automation Dilemma What’s next?
  • The Business Of Social Transformation People as catalyst
    • Baseline (Background Context)
      • The modern-day world is a complex environment that supports multiple generations with different experiences and expectations related to technology
      • Age brackets according to a report published by The Center on Aging & Work/Workplace Flexibility at Boston College:
        • Generation Y (“Millennials”): Includes those born approximately between 1981 to 1999, (making them 8-27 in 2008)
        • Generation X: Includes those born approximately from 1965 to 1980, (making them 28–43 in 2008)
        • Baby Boomers: Includes those born approximately from 1946-1964, (making them 44-62 in 2008);
        • Traditionalists: Include those born between 1930–1945, (making them 63+ in 2008)
    The Times They Are A-Changin'
    • Generational shifts are unleashing a variety of social dynamics
    Strategic Talent Initiatives Boomers Gen X Millenials (Gen Y) Work Tools Career Supervisor Manager Vice President
    • Societal expectations are expanding ideas on value creation
    Corporate Social Responsibility (CSR) Do Business at Marriott Help Save a Rainforest Lilly Employees from Nearly 50 Nations Participate in Company's First-Ever Global Day of Service Starbucks Increases Commitment to Supporting Coffee Farmers and Communities Anheuser-Busch, National Fatherhood Initiative Launch Online Forum for Parents on MySpace Launch CSR-related Reports: Dow Engages in Dialogue on Future of Water at GWI Conference BD and Direct Relief International Launch Second Volunteer Service Trip to Improve Healthcare in Ghana
  • User-Led Innovation
    • Social interaction creates synergistic conversations
      • Assumption
        • Companies drive innovation by observing users
      • Research
        • Many commercially successful products first developed by users
      • Leveraging co-creation
        • “… users actually develop prototype products and show their value and use of what they really want.” - Eric von Hippel Professor of Management and Innovation at MIT
    • New work models rely increasingly on relationships
    Web 2.0 And Enterprise 2.0 Participation, Community & Outreach Web 2.0 Enterprise 2.0 Knowledge Management Social Software (Tooling) Productivity Collaboration Content Communication
    • Social networks promise to catalyze participation, community and outreach across such strategic initiatives
      • Gen Y workers are attracted to companies that blend work and lifestyle and also those that are socially active with good reputations internally and externally…
      • Leadership teams are awakening to the idea that new work models and “good citizenship” adds top/bottom-line value to employee, customer, partner and supplier relationships…
      • Innovation is often something that occurs jointly among organizations and their customers, employees, partners and suppliers…
      • Advancements in social software enable people (regardless of generation) to communicate, share information and collaborate in new ways that are often informal, transparent and emergent…
    Everything Is Intertwined
  • Benefits From Social Networks
    • Differences between consumer and enterprise environments
      • Productivity (business focus, activity-centric)
        • Communication
        • Information sharing
        • Collaboration
      • Knowledge Management
        • Expertise location
        • Community-building
      • Workforce Transformation
        • Connect people across work models and boundaries (organizational and/or generational)
      • Human Capital Management
        • Relationship Onboarding
        • Retiree, alumni and referral networks
    • Beware “Rose-Tinted Glasses”
      • Authenticity
      • Sponsorship and commitment over the long term
      • Business case and metrics
      • Governance program
      • Management practices
      • Workplace / workforce virtualization
      • Cultural factors (e.g., politics, generational tensions)
      • Security, identity, compliance and privacy
      • Technology maturity
      • Existing IT investments
      • Participation models (external and/or internal social networks)
        • Role of consumer social networks
    Recommendations
    • Where to start
      • History is important, learn from it
        • Be aware of terminology, methods and practices
        • Assume a need for new skills and competencies in social network analysis
      • Monitor, track and analyze consumer market trends
        • New work models will likely emerge outside the firewall
        • The totality of a worker’s computing experience is more greatly influenced by their digital lifestyle vs. their digital work style
      • Implement governance programs
        • Address cultural aspects of social networks; c
        • Consider the impact and influence of management structures
        • Social relationships do not stop at the firewall
      • Don’t over-reach, prioritize solution areas
        • Avoid irrational exuberance, focus on adoption (not deployment); keep an open mind to possible technology solutions
        • Look for synergies with strategic business initiatives such as talent management, corporate social responsibility and user-led innovation
    Recommendations
    • About Us
      • Burton Group provides in-depth, vendor-independent research and advisory services focused on enterprise IT infrastructure technologies. Known for our principle-based architectural approach and technical depth, each of our six highly-focused research services provide practical insights and direction for enterprise technologists and executives.
        • http://www.burtongroup.com/
        • http://catalyst.burtongroup.com/
        • http://ccsblog.burtongroup.com/
        • http://mikeg.typepad.com/
    Deciphering Social Networks