Design Considerations For Enterprise SocialNetworks: Identity, Graphs, Streams & SocialObjectsMichael GottaSenior Technolo...
Business Value                                                    Organizational                                          ...
Any Application                               Any Content / Site           Any Device                                     ...
Traditional                                                      Talked About               Way Projects                  ...
“Social Network Site” as destination                                            “Social in the context of my work”        ...
via Social Tools                                                                               Engagement                 ...
Research & Design                      Governance & Change Management                             Adoption Practices      ...
Micro-levelStructure                                                                                                      ...
Business Value                                                    Organizational                                          ...
Business Value                                      Personal & Network            Organizational                          ...
My OtherMy “Enterprise Identity”                                                                    Social IdentitiesMike ...
My Enterprise Identity                  Improve                                  Innovation                 Customer      ...
Social Role                                         “Idea Person”                                                         ...
Teams                                                       Communities“Project-based” Ties                               ...
“Project-based” Ties                                                          Interest-based Ties                         ...
Ask                                                                  Like                                                 ...
Object   +   Data   +      Appropriation   +   Analytics                                                                  ...
Mobilization of                     Identity                                                           “My Network”       ...
Follow Person                                                                               Tag Content                   ...
Follow Person      My Filtered View                                                                                       ...
Informational                                                           Visual      Social   Relational                   ...
Personal & Network                              Follow Person                                                    Value    ...
ERP                                       HRMS                                  CRM                                       ...
Researchers                                                 Project                                                       ...
Front Stage                   Back Stage                                                           People, information,   ...
“How do I best       leverage my                                                  Front Stage                       Back S...
• Designing effective social                                                                      networking “affordances”...
• Literature Review      http://mikeg.typepad.com/perceptions/2011/11/introduction-      organizations-today-are-faced-wit...
Thank you.© 2012 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   29
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Design Considerations For Enterprise Social Networks: Identity, Graphs, Streams & Social Objects

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Organizations can improve how employees connect to co-workers by understanding the influence design has on participation within social platforms. This session examines key social networking building blocks and how design practices should accommodate multiple networking strategies as employees seek to mobilize their connections to satisfy different work and professional needs.Attendees will gain a better understanding of social networking technology found within social platforms; insight to the cultural aspects of social networks, and how social networking strategies help people cultivate relationships and build social capital they can later leverage to achieve work and professional goals.

Presented at E2.0 Boston June 2012. This version of the deck puts builds on separate slides to display properly on Slideshare.

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Design Considerations For Enterprise Social Networks: Identity, Graphs, Streams & Social Objects

  1. 1. Design Considerations For Enterprise SocialNetworks: Identity, Graphs, Streams & SocialObjectsMichael GottaSenior Technology Solutions ManagerSocial Collaboration, Ciscomikeg.typepad.com (personal blog)@MikeGotta (Twitter)© 2012 Cisco and/or its affiliates. All rights reserved.© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 2. Business Value Organizational Value Expertise location  Engagement and Exception handling community building Process cycle time  Talent discovery Project coordination  Social learning Information sharing &  Onboarding new hires collaboration  Knowledge transfer Social Innovation Networks  Participatory culture© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. Any Application Any Content / Site Any Device (Internal / External) (Internal / External) (@Work or @Home) Communications “Social-enabled” Applications Video & Unified Enterprise Search“E2.0” Activity Streams Social Tools Communities (Blog, Wiki, Feeds, Tags, etc.) Workspaces“E1.0” Social Feedback (Follow, Like, Comment, Share, Suggest, Reputation) ForumsCommon Metadata and Content ServicesServices &Deployment Profile & Social GraphModels Semantics & Analytics Federation, Composition, Integration & Policy Services Network, Infrastructure, Security & Management Services © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. Traditional Talked About Way Projects Strategically But Not Are Handled Executed Strategically Critical Success Factors Plan • Research Enterprise • Design Our Focus Today Build Social • Governance Networking (ESN) • Change Management Run • Adoption Practices Resources released from “project” Resources committed to “program”© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. “Social Network Site” as destination “Social in the context of my work” Communities Information Teams Processes People to People Conversations Enterprise Social Projects People Networking People To to Content Activity © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. via Social Tools Engagement Gap Culture of People Participation “Politics” Lack of Job Clarity Career Path Uncertainty Layoffs, M&A, Benefits Reduction No Sense of “Belonging” or Mission etc etc etc etc etc etc© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. Research & Design Governance & Change Management Adoption Practices Agency via Social Tools Culture of People Affordances Participation Structure© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. Micro-levelStructure Agency Observe “Tinker” Behavior “Belonging” Learn Meso-level Negotiate Organize Coordinate Motivate Cooperate Macro-level Communicate Share Collaborate Act Task © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 9. Business Value Organizational Value Expertise location  Employee Exception handling engagement Process cycle time  Talent discovery Project coordination  Social learning Information sharing &  Onboarding new hires collaboration  Knowledge transfer Social Innovation Networks  Participatory culture© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. Business Value Personal & Network Organizational Value Value Expertise location  Identity construction  Employee Exception handling engagement  Sense of belonging Process cycle time and community  Talent discovery Project coordination  Ability to act  Social learning Information sharing &  Recognition (and  Onboarding new hires collaboration reputation)  Knowledge transfer Innovation  Social capital accrual  Participatory culture  Skills, competencies, career advancement© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. My OtherMy “Enterprise Identity” Social IdentitiesMike Gotta EMPLOYEE # TITLE DEPARTMENT CONTACY INFO My Activities REPORTINT CHAIN JOB TITLE / ROLE Projects “Posts” My “Claimed Identity” My Social FeedbackEXPERTISE EDUCATIONINTERESTS SKILLSHOBBIES PERSONAL TAGS Assigned + Claimed + Performed + Recognized “My Enterprise Identity” 11© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
  12. 12. My Enterprise Identity Improve Innovation Customer Jessica Savage Community Service JOB TITLE: CALL CENTER AGENT Support EMPLOYEE #: 00124 Forum DEPARTMENT #: 015 HOBBIES: XXX, YYY, ZZZ Personal Blog© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. Social Role “Idea Person” Social Role My Enterprise Identity Improve Innovation “Answer Person” Jessica Savage Customer Community Service JOB TITLE: CALL CENTER AGENT Support EMPLOYEE #: 00124 Forum DEPARTMENT #: 015 HOBBIES: XXX, YYY, ZZZ “My Ideas” Personal “My Questions & Answers” Blog© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. Teams Communities“Project-based” Ties Interest-based Ties Corporate Business Business Processes Units Units Social Networks Reporting-based Role-based Ties Ties © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  15. 15. “Project-based” Ties Interest-based Ties Social Networks Reporting-based Role-based Ties Ties © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 16. Ask Like Question Work Poll Share Item Follow Comment© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 17. Object + Data + Appropriation + Analytics Work Social Object Item© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. Mobilization of Identity “My Network” Construction Work Social Object Item Cultivation Network of Social Connections Resources© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  19. 19. Follow Person Tag Content Activity Stream Share Blog Post Ask Question Follow Tag/Topic Update Wiki Page Share Exception Join Community Add Comment & “Likes”© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  20. 20. Follow Person My Filtered View Ask Question Tag Content“Project-based” Ties Activity Stream Share Blog Post Follow Tag/Topic Share Exception Interest-based Ties Update Wiki Page Join Community Create Add Comment & opportunities for Role-based Ties “Likes” people to connect© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  21. 21. Informational Visual Social Relational Presence & Awareness Spatial Temporal© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  22. 22. Personal & Network Follow Person Value Suggestions & Social Data Tag Content Recommendations Social Networking Post Blog Entry Alerts & Notifications Q&A results “Social Role” Analytics Identification Badges & Leader Boards” Data Social Store Graph Policy Policy© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  23. 23. ERP HRMS CRM Financial “Social-enabled” Applications Communications Video & Unified Enterprise Search Activity Streams Social Tools Communities Workspaces Social Feedback Forums Metadata and Content Services Profile & Social Graph Semantics & Analytics Federation, Composition, Integration & Policy Services Network, Infrastructure, Security & Management Services© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  24. 24. Researchers Project Connect Connect Content Curator’s Funding Connect Connect “Social-enabled” Applications Communications Video & Unified Enterprise Search Activity Streams Social Tools Communities Workspaces Social Feedback Forums Metadata and Content Services Profile & Social Graph Semantics & Analytics Federation, Composition, Integration & Policy Services Network, Infrastructure, Security & Management Services© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
  25. 25. Front Stage Back Stage People, information, Job opportunities, mentors, communities advice, personal motivations Cultivation of social Assigned work, find expert resources (CSR) Learn local folklore, Newly hired, promotion, gain/build co-worker next project, new team… support M&A, outsourced, reduction Career issues, emotional in force, retirement support (personal)© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  26. 26. “How do I best leverage my Front Stage Back Stage connections?” People, information, Job opportunities, mentors, Info Seeking communities Discovery, open-ended… advice, personal motivations Cultivation of social Activity Driven Assigned work, find expert outcome-based… Purposeful, resources (CSR) Learn local folklore, Newly hired, promotion, Work Transitions gain/build co-worker Adaptation, self-synchronization… next project, new team… support M&A, outsourced, reduction Career issues, emotional Work Disruption Sense-making, situational awareness… in force, retirement support (personal)© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  27. 27. • Designing effective social networking “affordances” requires new research approaches• The project starts after the technology is deployed - • “Design through the a program mindset is screen” – affordances best sometimes are meant for offline actions• Platforms and their ecosystems are not • Need to understand the the end of the influence and synergies journey across culture, media, & “work”• Avoid the intellectual elitism regarding • Prepare for a “design “social everything” renaissance” • Identity: “My Enterprise Identity” redefines how we view and classify people • Social Graph: Extensible beyond people relations (add content, locations… ) • Activity Streams: Enables social presence and collective awareness • Social Objects: A key mechanism for inviting people to participate © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  28. 28. • Literature Review http://mikeg.typepad.com/perceptions/2011/11/introduction- organizations-today-are-faced-with-an-extreme-period-of-uncertainty- due-to-economic-geo-political-societa.html• Annotated Bibliography http://mikeg.typepad.com/perceptions/2011/11/annotated-bibliography- background-for-literature-review-project.html• Mock Thesis http://mikeg.typepad.com/perceptions/2011/12/personal-support- networks.html http://mikeg.typepad.com/perceptions/2011/12/personal-support- networks-part-2.html© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
  29. 29. Thank you.© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29

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