20091111 AIIM Midwest Chapter presentation on Social Media

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Now let’s turn to some definitions. And we begin with Web 2.0. The first references to Web 2.0 occurred as early as 1999, but it wasn’t until Tim O’Reilly’s inaugural Web 2.0 Conference in 2004 that the term really started to stick. Tim has redefined Web 2.0 on a number of occasions and seems to be happiest with this one. I won’t read the entire thing to you, but I do want to focus your attention on the last line: “Build applications that harness network effects to get better the more people use them.” This really started with fax – the first person to buy a fax was pretty gullible, no? So was the second. But once that tipping point hit, fax became an amazing business tool that many companies today consider a critical part of their communications infrastructure. Amazon doesn’t work nearly as well without recommendations, and “People who bought this also bought…..”, and lists, and all the other social functionality embedded in it. Wikipedia with only one author is Microsoft Word with a bad user interface.

Here’s another definition of Web 2.0, this one from Sharon Richardson at Joining Dots. She defines Web 2.0 as the intersection of People, Processes and Technologies. Now let’s look at each of these three in more detail. http://www.joiningdots.net/library/Research/Created/web_20.html

The first thing to consider is the people, whom Sharon defines as “digital natives”. In a speech to the American Society of Newspaper Editors in 2005, Rupert Murdoch captures the essence of digital natives pretty well: “Like many of you in this room, I’m a digital immigrant….My two daughters, on the other hand, will be digital natives. They’ll never know a world without ubiquitous broadband internet access….We may never become true digital natives, but we can and must begin to assimilate to their culture and way of thinking.” Think about that. Think about what the workforce looks like to the digital natives, who don’t remember cell phone charges by the minute; who don’t know what dialup is except for that being the sound effect in the movies when a computer connects; and who don’t know what the Internet was pre-Google or pre-Myspace.

The next point Sharon makes is about processes – here referring to the concept of “internet economics”. This consists of two complementary concepts. 1. The long tail – lower cost of storage & shippingThe first is the economics of “the long tail”. Up until about 5 years ago, the way to make money in music, movies, or publishing was to have a hit. To sell a million records or to gross $100 million or to make the New York Times bestseller list. Then along came two phenomena: the wholesale conversion of publishing in all media from analog to digital, and the realization by a little company called Amazon that even a market of a small handful could make money if the costs were reduced enough. Enter the web. Amazon can stock literally almost every book, album, and movie in existence because there are no shelves to stock them on. And with digital items that can be downloaded, there is no physical limitation at all. There’s no waiting for the next shipment from the publisher and no postage to be paid. This means that whether your tastes are to Zydeco, Stephen King books (but only the pseudonymous ones), or Russian art flicks, hold the subtitles, there’s stuff for you to buy. Chris Anderson wrote about this phenomenon at length in his excellent book, “The Long Tail: Why the Future of Business is Selling Less of More”. 2. Participatory economics – the low cost of productionThe other is the notion of participatory economics, which don’t really work without the long tail. Everyone has hobbies, and many of us have dreams of quitting our day jobs to do our hobbies full time. But if you are a musician, or a writer, or a film producer, the sheer economics of making a record or a movie have tended to dissuade anyone but the most driven from anything but the most casual. Now you can get more powerful movie editing tools than were available to Hollywood 10 years ago for less than $1,000, and buy a laptop for another $2,000 that is powerful enough to run it. $3,000 to put out a movie as good as Hollywood circa 1998. And it may not show on 4,000 screens on the Independence Day weekend, but it doesn’t have to in order to be a success.

And finally, we have a technology component. If Web 1.0 was the static web, where I publish and you read, and hopefully both happen somewhat regularly, the technology that underpins Web 2.0 is the read/write web. Users can participate in creating social communities or the world’s largest encyclopedia. As we’d mentioned above, Wikipedia has 10 million articles that have been edited more than 270 million times by more than a million people in 250 languages. There is no centralized editor to speak of. And it’s not just blogs, but wikis, and Facebook pages, and Ning networks, and a host of other outlets for our creativity. Part of the change is that the tools are so much easier; part of it is that they are so much cheaper; and frankly part of it is that there are so many of them and they are so easy to find.

It’s also true that Web 2.0 is profoundly changing the way we work. You can work on a computer at your work, home, or Internet café, a laptop at the airport, a tablet PC at the local starbucks, or on your iPhone in a pub. It generally requires Web access, though even this is starting to change, but the tools are lightweight enough and the computers are both mobile enough and powerful enough to let you “work where you want, when you want, and be able to conduct real business”.

Ray Sims described Web 2.0 in his Learning Connections blog and I think it summarizes the concept very well. It’s All About Me:User generated content – many of us want to be authors, but it’s been too expensive and the tools haven’t been there. Diversity –> the long tail provides as much choice as you care for. Choice in software applications –> Users may not be as constrained to use what IT provides because the barrier to adoption is so much lower. Informal (self-directed, lifelong) learningand My Networks.All the people I interact with: colleagues and co-workers, personal connections, complete strangers with similar interests half a world away are all available to me. The plus is that this enables a wealth of collaboration, of synergy, and of discovery. The other side of this coin is an increasing need to manage reputation – mine and yours – and to build relationships of trust between us. It’s Open,Radical transparency. Immediate feedback, through comments to my blog, posts on your blog, Twitterings, etc. And it’s an outward-focused conversation. This doesn’t necessarily mean public; but it does mean that siloes of information become increasingly difficult to sustain. Emergent,InnovativePerpetual beta –> never complete and frequently changesLight weightFast……to get up and running…and easy to use…to find and make connections with others…response to questions from social network…time to value…to appear and (sometimes also) fast to become irrelevantand Always On.Global24 x 7 x 365 1/4Mobile devices and upcoming ubiquitous wireless connectivitySoftware as a Service (SaaS) – work where you need to. Virtual

Key: easy publishing, get the tool out of the way (throughout)Blogs are excellent for any type of one-way or broadcast-related communications. For example, they could be used for project updates. HR could use a blog to announce promotions or policy changes. Managers, technical support, or sales could provide status updates through a blog. And many organizations use them as a communications mechanism to interact with their customers. Some of these use cases are internal, while others are more outward-facing. So you may be asking, “Why should we use blogs rather than our existing communications mechanisms?” I assume that for most of you, that mechanism is email. And for almost all of you, email is horribly broken. You get hundreds of messages a day, most of which are useless. For the ones that do follow this pattern, there’s always someone who replies to the sender using “reply to all” and ends up spamming the entire group or even the entire organization. And because of the volume of email, too often important messages get lost in the deluge. Instead, you can publish those one-way communications to a blog, thereby getting it out of the inbox, and push updates out to users. They can subscribe to receive updates so that when something new is posted, they get it. If nothing new is posted, they don’t.

Key: easy publishing and updatingThe newest and most buzz-worthy Web 2.0 entrant these days is Twitter. Ari Herzog’s definition is probably the best: “It is part text messaging and part blogging, with the ability to update on your cellphone or computer, but constrained to 140 characters.” Notice that this definition itself is only 137 characters. Twitter is a combination of instant messaging, email, blogging, and texting, and each of those tools can be used to update Twitter. Users have to be succinct to get a meaningful response in 140 characters, but most Twitter users aren’t really inflicting “txt message speak” on their followers. It just means thinking about what you want to convey.

Key: easy collaborationWikis are another really common example of Web 2.0 tools. Whereas blogs are designed for one-way broadcast-type communications, wikis are genuinely collaborative tools. The most well-known example of this is Wikipedia, which as of this morning had (more than 10 million articles in 260+ languages, comprised of more than 280 million edits). Compare this with the EncyclopediaBrittanica, which includes some 65,000 articles in its 35-volume set.

Key: easy collaboration, “good-enough” tools. The next set of tools is sometimes referred to as “Office 2.0”. These are web-based office productivity suites such as Google Docs & Spreadsheets, Thinkfree, and as you see here, Zoho. There are many different applications available, ranging from fairly narrow and simple capabilities to fully-featured solutions (as you can see). Even Microsoft has moved in this direction with its Office Live offerings.

Key: easy navigation Tags are available for many of the tools we’ve already described. These are simply user-provided metadata that may be able to be assigned at the individual item level (blog post, wikipedia article, photo, or bookmark) or as part of a category or even a user profile. Each of the words shown in this slide uses a font size as a relative indicator of how frequently that tag has been used; clicking on the tag will return a list of all the items that use that tag, thereby serving as another findability tool. Tags are emergent. That is, nobody decides what tag to use for a given topic. This seems chaotic on first impression, and at the beginning it is. But as users see what others have tagged a given item or concept, they tend to use those same tags again rather than reinventing the wheel every single time. As that corpus of terms becomes a bit more consistent, it evolves into what Thomas Vanderwal calls a folksonomy: a user-created bottom-up categorical structure with an emergent thesaurus.

Sharing – YouTube (video), Flickr (photos), Del.icio.us (bookmarks), Box.net (files), Slideshare (presentations)

And finally, we come to social networking. This term describes sites that allow users to interact with other users – updating status, adding contacts, publishing photos and blogs, sharing links, and other activities. One common example of this is Facebook, which has some 300 million users world-wide. Here you see the AIIM fan page.

Another very popular social network is LinkedIn. This is my LinkedIn page as of this morning. It’s very good at sharing contact information and developing a very detailed resume – including recommendations from those with whom you’ve worked in the past.

And here is a LinkedIn group set up for the AIIM Midwest Chapter!

Here is AIIM’s custom social network, Information Zen. It’s built on top of the Ning engine, which supports more than 1.6 million social networks. You can see here it supports photo and video sharing, event announcements and planning, blogs, and a number of focused groups. As of this morning I am a member of 15 Ning-based networks ranging from Information Zen to Steve Bailey’s Records Management 2.0 to Friends of Alchemy Document Management.

Key: easy app development and data reuseFinally, one of the more subtle Web 2.0 tools for most of us is mashups. Mashups connect two or more data sources using loosely coupled connectors and generally open standards to create new ways of looking at information or even new information offerings. Mashups make it easy to deploy just-in-time applications – and the tools are both simple and sophisticated enough that business users can deploy their own applications and views with limited or no IT assistance and in a fairly short period of time. Many mashups today are map-based or map-related, primarily because the Google Maps API is available and fairly well-documented. Twitter mashups are also increasingly common for the same reason, and a number of other applications are taking this approach as well. And they can be used in the enterprise as well – consider an approach that combines your sales data with Google Maps, or that lets you map potholes, permits, or realtime voter and polling place monitoring.

InternalWithin departments/groups/processesSerendipitous collaborationExternalPartners, customers, clientsExperts in the fieldThe public/casual users

Hard cost of the tools are lower – often as low as free. Even those that are not free are frequently within the range of the typical user’s credit card – either corporate or personal. And even enterprise-class capabilities are within range of even smaller organizations thanks to economies of scale of storage and network bandwidth and the open source movement.

The time to implement is negligible – where implementation is required it is typically measured in days or weeks rather than months or years.

And the time to learn the tool is similarly lower than for many traditional software applications. No, you don’t get as many capabilities with Zoho Writer or Google Docs as you do with Microsoft Word 2007 – but many of us see that as a feature, not a bug.

And the time required to support and administer the tools is much lower. Consider that for most of these tools there’s no such thing as service packs, patches, hot fixes, or even versions to have to implement. For those tools that do offer updates, they are generally done automatically and because they are being rolled out to thousands or even millions of users, bugs get found very quickly. Yes, there are issues with this in terms of potential incompatibilities, particularly where these tools get integrated into business processes. But how is that different from a bad patch from any other vendor – except that your organization first took the time to install it before having to take the time to uninstall it?

Present: same as collaboration and expertise discovery noted earlier. Future-looking: Getting new users up to speed on project – email vs. blog Documentation of decisions and decisionmaking process – blog, wiki, soc network

At the turn of the last century, it was not uncommon for organizations to have their own power plants in their building. Whether coal-fired, oil-fired, or even wood-fired, many buildings had some mechanism for generating electricity in the basement or in a boiler room. Then someone came up with the idea of the power grid. And you can just imagine how that first discussion went: “So you see, we can supply your power cheaper, more cleanly, and more effectively through economies of scale!” “But what if the power goes down? What if you go out of business? What if you decide to stop selling power and start selling, I dunno, buggy whips?”Fast forward now to today. Organizations are increasingly looking to focus on their core competencies and get out of the business of things that are not core to the organization’s mission. Consider as one example email: it costs a lot to provision and manage, particularly if it is a mission-critical application. But which of your organizations has as part of its mission, “We will provide, send, and manage email messages internally and to our customers”? As the Web 2.0 tools get more sophisticated and more reliable, organizations are increasingly considering them as a viable alternative. There are issues, to be sure, and we’ll talk about those shortly. But at some point we’ll look back and say, “Remember when we used to have to provide our own email? Those were the days!”

Records managers often raise specific issues with some or all of these tools. Some of these concerns include: - Do these tools create records? - How do we manage the records these tools create?

And of course records and legal need to understand the impact of these tools on discovery. The short answer is that of course these could be subject to discovery, disclosure, open records act, etc. if they are responsive and available. From that perspective there is no difference. Where the issues come up are first, what exactly is it that needs to be disclosed and second, how do you go about doing that? We’re still working through many of these issues but again – most of them are hosted databases at their core. Google, Facebook, et al will honor subpoenas and other legal requests when required and can then produce the requested information, often as a spreadsheet or database extract.

Another concern many organizations have regarding these tools is what happens if it goes down? A key benefit of having the application onsite is that if it does go down, IT can be sent to fix it. This assumes of course that IT has the expertise and the bandwidth to address it and that it wouldn’t require additional assistance from someone offsite anyway. For the better tools, downtime is generally measured in hours per year; compare that with many of your onsite applications.

And one of the biggest issues is what happens if the vendor itself goes out of business: Where’s your data, who has access to that data, can you get it back. In many jurisdictions privacy laws govern this; that said, how do you exercise those rights after the vendor closes shop, particularly if the vendor was located in another country?

The first step many organizations take to manage Web 2.0 is to try to block them. This is unrealistic for a number of reasons.

Technology often moves from the consumer space to the enterprise – consider everything from CDs to instant messaging. But often the technologies require very technology-savvy users, a bit of hacking about, and at least the tacit acceptance if not outright assistance of IT to implement. Web 2.0 is sometimes referred to as “Shadow IT” because it is so easy to do without IT’s assistance. Many of these tools are free, or extremely low cost. The software that runs Wikipedia for example is open source (and therefore essentially free). It’s a complicated product – but if you don’t need that scalability and robustness, you can set up a very feature-rich yet intuitive wiki from pbWorks or Wikispaces for very low cost in about 15 minutes. And most of the other tools we discussed earlier are similar.

The gatekeepers to the enterprise, whether IT or RM, are also challenged by the fact that there are so many of these tools and they change so quickly. You saw the Simplespark video earlier; this screenshot is for almost exactly a year ago. Since then 40% of the applications have shut down, but 60% more have been created (and again, these are just the ones listed through Simplespark). You can’t rewrite your policy quickly enough to address them all, and IT can’t block them quickly enough to keep them all out.

And of course no matter how much technology IT implements and how many policies RM, legal, etc. write, it’s going to be difficult to block these technologies because almost everyone has a smart phone with a browser, applications, or both that can access them.

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20091111 AIIM Midwest Chapter presentation on Social Media - Presentation Transcript

Introduction to Social Media
AIIM Midwest Chapter
November 11, 2009
Jesse Wilkins, CRM, ecmm, emmm, ermm
Access Sciences Corporation
Agenda
Introduction to social media
Social media technologies
The benefits of social media
Social media considerations
Managing social media in the organization
Introduction to social media
Web 2.0
“Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them.”
-- Tim O’Reilly, 12/10/2006
Web 2.0
Source: Joining Dots
Digital natives
Internet economics
The read/write web
“Working where you want, when you want,
and being able to conduct real business.”
blognation Canada
The 2.0 meme
It’s all about me
And my networks
It’s open
Emergent
Fast
And always on
Source: Ray Sims
Social media Technologies
Blogs
Microblogging (Twitter)
It is part text messaging and part blogging, with the ability to update on your cellphone or computer, but constrained to 140 characters.
-- Ari Herzog, Ariwriter.com
Wikis
Collaborative authoring and publishing
Meeting agenda and minutes
Proposals and presentations
Contract negotiation
Collect and organize research
Easy to create, update, correct,
and retrieve
Organized(!) as collection of
topics or articles
Wikis
Web-based office suites
Many different applications available
Fully-featured to fairly narrow
Generally compatible with common Office functionality
May default to private or public
Office 2.0
Office 2.0
Tags
Tags
Social sharing
Video
Photographs
Files
Bookmarks
Presentations
Social Networking - Facebook
Social Networking
Social Networking - LinkedIn
LinkedIn Group
Social Network - InfoZen
Mashups
The benefits of social media
Less tool, more work
Better collaboration
Source: Intellipedia
The economics of web 2.0
Hard cost of the tools
The economics of web 2.0
Time to implement
The economics of web 2.0
Time to learn to use
the tool
The economics of web 2.0
Support and
administrative effort
Making the connections
“If HP knew what HP knows, we would be three times as profitable.”
-- Lew Platt
Former CEO, Hewlett-Packard
Making the connections
"It was never very clear to us who the authoritative sources where, who was good at solving problems. Now we can see a lot of that because we're starting to see patterns emerge:
Who follows whom
Who's the good source of questions
Who's the good source of answers
All the things you know by the grapevine, we now have data for.”
--John Parkinson, TransUnion
Knowledge dissemination
Knowledge transfer
In 1900 companies generated their own power
In 2008 companies provided their own IT
Social media considerations
Records management issues
Legal issues
Reliability pt 1: the tool
Reliability pt 2: the vendor
Prohibition is not realistic
The “Shadow IT department”
There are too many of them
They change too quickly
Mobile access
Change
Managing social media in the organization
Is it a record?
Does it document a transaction or decision?
Is it captured in another form?
Whether it’s a record or not, it’s still discoverable…
…and subject to FOIA-type laws if applicable
Address in policies
Policy 2.0 – in 140 characters
Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
Policy 2.0 – in 3 words
Don’t be stupid
Policy 2.0 – in 2 words!
Be professional
Policy 2.0 – in 1 word?
Think!
Monitor
Monitor the tools
What’s the record?
Blog post
Comments?
Updates?
Individual Tweet
Links and shortened URLS?
Wiki article
The article?
Its changes over time?
It depends….
Prepare for discovery
Secure the tools
or set them to be private
The good news
Many of the most commonly used 2.0 tools already track changes and versions
Wikis
Blogs
Track changes
Implement enterprise versions
Baseline enterprise functionality
Provide control over implementation model
Hosted
Application server
Appliance
57
Baseline enterprise functionality
Integration into identity infrastructure
Ensure security and confidentiality
Provide accountability
Support for groups and
ethical walls
Access to other
resources inside the
organization
58
Baseline enterprise functionality
Support archiving and retrieval of system data
59
Baseline enterprise functionality
Integration with other line of business systems
Allow import from other systems
Allow export to other systems
60
Baseline enterprise functionality
Auditing and reporting
Who has done what
What has been done to a particular article/post/item/etc.
Any changes made to the system, security, etc.
61
Enterprise blog solutions
Movable Type Enterprise
Traction Teampage
Blogtronix Enterprise
Sharepoint 2007
Drupal
Telligent Community Server
UserLand Manila and Radio UserLand
62
Enterprise microblogging tools
Yammer
Present.ly
Communote
Identi.ca
Yonkly
Many others
Many integrated into
other tools
63
Enterprise wikis
Atlassian Confluence
MediaWiki
Sharepoint 2007
Socialtext Managed Service Appliance
TWiki
64
Enterprise social networking tools
Microsoft SharePoint 2007
Lotus Connections
Socialtext
Jive Software’s Social Business Software
Telligent
Many, many, many others
Questions?
For more information
Jesse Wilkins, CRM, ecmm, emmm, ermm
Principal Consultant
Access Sciences Corporation
(303) 574-0749 direct
jwilkins@accesssciences.com
http://www.twitter.com/jessewilkins
http://www.linkedin.com/in/jessewilkins
http://www.facebook.com/jessewilkins
http://www.slideshare.net/jessewilkins8511