How Enterprise Social Graphs Can Transform Enterprise Applications


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Presented at the "Social Media & Web Analytics Innovation" Conference, 25-26 April 2013:

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  • Back in 1993, the New Yorker had a famous cartoon of a dog surfing the internet and telling a fellow canine, “on the Internet, no one knows I’m a dog”. There was a huge culture of anonymity, and it was complemented by the fact that neither the tech world nor the business world knew what to make of it.Fast forward to 2012. The New York Times had a much quoted article about how much marketing companies know about us. The centerpiece of the article was the accuracy of Target’s marketing, and the article described how the researcher could identify “…about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score. More important, he could also estimate her due date to within a small window, so Target could send coupons timed to very specific stages of her pregnancy. “
  • The flip side of knowing much more about customers of course, is a heightened sense of privacy. As long as privacy can be safeguarded, knowing more a person’s interests and preferences can help almost every part of the organization
  • McKinsey and the Harvard Business Review have opened a discussion about the buying habits of customers, and how it has changed from the funnel to a process where they are influenced not just by brand advertising and brand perception, but also influences in their environment such as their social network, post-purchase experience, etc
  • there are over 1.5 billion social networking users worldwide80% of total online users interact with social networks regularlyMcKinsey reported in a study that 70% of the companies they surved reporting using social technologies, and 90% of those reported some business benefit from themThe same McKinsey study assessed that the annual value that could be unlocked by the use of social technologies was $900 billion to $1.3 trillionThe marketing agency LumaScape Partners LLC put out a representation of the competitive in the social landscape, and in the "Social Intelligence" category alone there are 30 players. Then there's other areas like Social Marketing agencies, Social apps & games, Community platforms, Social TV, Social shopping, Social scoring, and so on
  • Other trends include: Gamification, Personal/wearable computing, changing attitudes and expectations towards privacy
  • IBM CEO Study 2011 and CMO Study surveyed executives from all over the world – an interesting trend towards recognition of the value of (a) in the external environment, engagement with customers and collaboration with partners; (b) in the internal environment, seeking better collaboration between employees and breaking down the silos
  • Inc. for Wikipedia
  • Linkedin has a product called inMaps where they generate rich graphical representations of your professional graphThis is the realm of data scientists: degree of centrality, degree of closeness, etc
  • Netflix example: netflix is really good at recommending movies you may like, but it does more than just suggest movies of a similar genre – it analyses movies you liked, and the tastes of people who liked the same movies, to generate predictions about other movies you might like
  • Direct connections, indirect connections
  • About 10 years ago, IBM created a new collaboration platform to drive innovation across the enterprise worldwide. It was designed as a system where employees could submit ideas, but also comment & rate other people’s ideas. The objective was to tap the “wisdom of the crowds’ to identify the best ideas. Over 5 years, the system was a huge success. But as more ideas were submitted into the system, it became harder for employees to find the ideas they in their area of expertise.
  • These are both legacy components and newer web2.0 platforms
  • Systems of Engagement = interactions inside & outside firewallSystems of Record = data stores inside the firewall
  • Relationships between Employees, Clients, Partners, CompetitorsRelationships can also be inferred from enterprise meta data (directory, email, collaboration tools) or be user-submitted
  • Email, Company directory, Collaboration tools, Internal communities Analogous to Integrated Supply Chain, but for connections & relationships (of course, view of data is not shared outside enterprise)\\
  • Start with data you already have, for external (transactions with customers) and internal (collaboration between employees) how your customers use your products, how they interact with each other & youwhat kind of data exists in enterprise data storesMake sure you consider how they relate to your metrics and goalsDefine your social objects and interactions
  • Define social objects and interactions kinds of ties
  • How Enterprise Social Graphs Can Transform Enterprise Applications

    1. 1. From Software …to Social SoftwareHow Enterprise Social GraphsCan Transform Enterprise ApplicationsKapil GuptaSocial Media & Web Analytics Innovation 2013© 2013 JPMorgan Chase & Co.All rights reserved. Confidential and proprietary to JPMorgan Chase & Co.
    2. 2. Outline!  Business & Technology context!  Social Graphs!  Implications for the Enterprise!  5 Steps on the road to transformingEnterprise Applications
    3. 3. We’ve come a long way since theearly days of the internet, whichthrived on anonymityMarketing (online and offline) canbe tailored to individuals withprecision
    4. 4. Ad Targeting is just the tip of theiceberg: better insight into a person’spreferences &social contextcan help almost every functionalarea in an organization
    5. 5. Marketing to theCustomer Decision Journey:identifying influencers;empowering advocates; predictingcustomer behaviorImproving web experience andgoal attainment: productdiscovery, user communities
    6. 6. Hiring: social referrals, evaluationTalent management: identifying“connectors”, leaders, etcBusiness development: employeealumni in other companies; newhires from potential clients &competitorsOrg charts of clients, competitors
    7. 7. Even though this is a space thatdid not existjust 10 years ago,the industry landscape hasevolved quickly
    8. 8. the SocialEconomyis growingfaster thanexpected
    9. 9. CloudComputing @ScaleBig DataAnalyticsMobile&IoTGrowth in“Social” isfueled bya broaderset of techtrends
    10. 10. CEO, CMO and CIO priorities haveseen a confluence, with a focus on:engagementconnectionscollaboration
    11. 11. … all of which are in the sweetspot for SocialSocial Graphs andSocial Network Analysisare the architectural foundationsfor the use of Social technologies
    12. 12. Graphs represents Connections andRelationships as structured data
    13. 13. Public social networks –Facebook, Twitter, Linkedin –are built onsocial graphs andinterest graphs
    14. 14. Social graphs representconnections betweenpeople whoknow each other
    15. 15. Interest graphsrepresentconnectionsbetween peoplewith commoninterestsImage source:
    16. 16. On social networks, use of thesegraphs has evolved to includeobjects in addition topeople andinterestswhen someone “Likes” an object,they are implicitly – and instantly –connected with everyone else who“Likes” the object
    17. 17. most social networks started associal graphs OR interest graphsand have now started gravitatingto the space between those extremes
    18. 18. Beyond the rich graph visualizations,its really all about data -real insights are obtained throughsocial network analysisvia study of the underlying dataSource:
    19. 19. Social data can drive insights &recommendations that provoke thedesired interaction
    20. 20. Recommendation engines are now acore feature in many social networks:friends to connect with,places to visit,movies to see, and so onThese recommendations are driventhrough a combination of context,social graph data, and analytics
    21. 21. This is the promise of Social Softwareaka Social-enabled softwareaka Social-aware software:Software that can use informationabout (and from) your socialconnections to enable discovery, andpromote outcomes
    22. 22. Enabling socialcollaborationis one of the most promising usecases for social graphs within theenterprise
    23. 23. a frequentchallenge in suchsystems is thedifficulty offinding the mostrelevantcontentPhoto by Flickr user giladr, licensed under Creative Commons, Attribution 2.0 Generic
    24. 24. One way to address this problem isby re-orienting the interface to bedesigned around people
    25. 25. The use of social graphs to find themost relevant informationcan be applied to applicationsacross the enterprise… but requires a set ofinfrastructure componentsto support it
    26. 26. The rapid rise and adoption ofSocial Media has also led to adisconnect betweensocial interactions andbusiness interactions
    27. 27. Enterprise Social Graphs can bridgethe gap betweenSystems of EngagementandSystems of Record
    28. 28. Each social network has its own graph;Just like them, every Enterprise has aunique Social graph… andunique interest graphs
    29. 29. EnterpriseEmployees PartnersSuppliers Clients
    30. 30. InternalCommunitiesCompanyOrg ChartEmailInteractionsCollaborationToolsBusinessProcessesInternalRelationshipsExternalRelationshipsDatasourcesforEnterpriseGraphsBusinessRelationsSocialplatformsCustomertransactionsSupplierportalsRetailpartners
    31. 31. 5 steps on the road to transformingEnterprise Applications
    32. 32. Start with your internal &external interactions andtransactions1
    33. 33. Understand implications forapplication design,and the software stack2
    34. 34. create your own graph, andexpose the data for consumption3
    35. 35. Customize user interface fortypes of interactions desired4
    36. 36. Look for places where user interactioncan be aided byDiscoveryCollaborationLeverage activity streamsDon’t ignore privacy; don’t forgetanalytics
    37. 37. avoid the trap of creatingsocial-driven interactions thatexist in isolationimprove existing interactions:Make Social a layer, not a feature5