Social Media And The Enterprise - Australian Computer Society 09 - ACS09


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Social media is shaping the world in areas such as reaching out to new users, creating community spaces for external collaboration, or strengthening staff morale and culture through supporting a participative culture. In this presentation the strategic components of a social media project, from methods for understanding users through to agile project management approaches, governance frameworks, information architecture techniques, and technology building blocks are examined. The presentation draws on recent experiences, in both government and the private sector, and show how openness, transparency and ‘play’ are important parts of education and adoption.

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  • Social Media And The Enterprise - Australian Computer Society 09 - ACS09

    1. 1. Embracing social media in the enterprise Matthew Hodgson ACT Regional-lead, Web and Information Management SMS Management & Technology ACS Canberra, March 2009 Management & Technology
    2. 2. Being ‘social’ is in our DNA Survival in groups Sharing survival behaviour Language Social learning Social cohesion
    3. 3. Social needs motivate our behaviour Source: Wikipedia (Maslow’s Hierarchy of Needs)
    4. 4. This wireless “thingerdoodle” is awesome! Who needs a fridge when we’ve got radio!?
    5. 5. The observation . . . <ul><li>Social context </li></ul><ul><li>Business context? </li></ul>
    6. 6. Social media in a business context?! … I think Web 2.0 is really dangerous… You will just waste company time You are here to do work not play Interacting directly with the public?
    7. 7. The 21 st century online environment <ul><li>‘ Read only’ </li></ul><ul><li>Controlled by you & centralised </li></ul><ul><li>One-to-many communication </li></ul><ul><li>Expert’s view of knowledge </li></ul><ul><li>Read, comment, rate, share </li></ul><ul><li>Community controlled </li></ul><ul><li>Many-to-many communication </li></ul><ul><li>People’s view of knowledge </li></ul><ul><li>Enabler of human social interaction online </li></ul>VS
    8. 8. Public view of many existing websites <ul><li>I don’t understand “public service speak” </li></ul><ul><li>Your stuff is hard to find </li></ul><ul><li>Why is it arranged in terms of your programs? </li></ul><ul><li>It’s boring & uninteresting </li></ul><ul><li>Please make it: </li></ul><ul><li>Simple, plain-English </li></ul><ul><li>Discoverable thru Google </li></ul><ul><li>Informative, relevant </li></ul><ul><li>Interesting, appealing </li></ul>VS
    9. 9. How do you proceed? <ul><li>Start from the research – it’s objective, unlike fears/opinions about social media </li></ul><ul><li>Create a business case – it’s the argument to use social media in your project </li></ul><ul><li>Adopt project approaches that works well with social media </li></ul><ul><li>Agree on the scope – social media is pretty big! </li></ul><ul><li>Actively communicate outcomes internally and externally </li></ul><ul><li>Ensure technology aligns with users’ social needs , not the other way around </li></ul>
    10. 10. RESEARCH <ul><li>Looking at the facts about social media & online culture </li></ul>
    11. 11. Stats on our ‘Social’ Online Culture <ul><li>Globally: </li></ul><ul><li>6.5 billion people on the planet </li></ul><ul><li>1 billion people have access to the web </li></ul><ul><li>670m people use social media on a daily basis </li></ul><ul><li>Australia: </li></ul><ul><li>6.2m households that have internet access </li></ul><ul><li>3.7m people use the web to engage socially with each other – up by 10% from 2007/08 </li></ul>Source: Nielsen, 2009
    12. 12. It’s not just for the kids <ul><li>Globally: </li></ul><ul><li>Men and women aged 65 – up by 7% </li></ul><ul><li>Under 17s – dropped by 9% </li></ul><ul><li>Biggest increase in 08/09 is 35-49 y.o. demographic – up by 11.3m </li></ul><ul><li>Largest demographic – 35-44 y.o </li></ul><ul><li>Use of social media now ahead of email usage in 2009 </li></ul>Source: Nielsen, 2009
    13. 13. Fear of being social at work <ul><li>Global Secure Systems (GSS) and Infosecurity Europe survey: </li></ul><ul><li>776 office workers spend 30 min/day visiting social networking sites </li></ul><ul><li>Lost productivity: 3 weeks/yr or £6.5b annually </li></ul><ul><li>Similar research in Australia by SurfControl: </li></ul><ul><li>Australian employees spend approximately 1 hr/day </li></ul><ul><li>Lost productivity: $5b Australian a year </li></ul>
    14. 14. What they’re not telling you <ul><ul><li>Decades of social psychology research: </li></ul></ul>Source: Aral, Brynjolfsson & Van Alstyne. 2007 Social networks strongly influence information diffusion ... and access to novel information Availability of social networks is a highly significant predictor of worker productivity Social networks increase the diversity of the information you have access to People who use social networks multi-task better and get more done as a result
    15. 15. The facts on being social at work <ul><ul><li>MIT research: </li></ul></ul><ul><ul><li>40% of productivity is directly explained by the amount of communication people have with others to discover, gather, and internalise information </li></ul></ul><ul><ul><li>Employees with the most extensive digital networks are 7% more productive than their colleagues </li></ul></ul>Source: Harvard Business Review, 2009
    16. 16. The nature of information flow <ul><ul><li>Information: </li></ul></ul><ul><ul><li>Doesn’t diffuse randomly into and within organisations </li></ul></ul><ul><ul><li>Reflects the nature and structure of human relationships </li></ul></ul><ul><ul><li>Providing the right tools (internally or externally) that support social interaction: </li></ul></ul><ul><ul><li>Increases information flow </li></ul></ul><ul><ul><li>Increases social cohesion </li></ul></ul><ul><ul><li>Increases productivity </li></ul></ul>Source: Aral, Brynjolfsson & Van Alstyne. 2007
    17. 17. BUSINESS CASE <ul><li>Putting your argument and the research together </li></ul>
    18. 18. Why a business case? <ul><li>It’s about justifying your argument: </li></ul><ul><li>Establish the merits of your social media project </li></ul><ul><li>Outline scope </li></ul><ul><li>Justify the commitment of resources </li></ul><ul><li>Explain risks </li></ul><ul><li>Articulate options and recommendations </li></ul>
    19. 19. Merits? Do it for the ‘Google factor’! <ul><li>Search engine optimisation (SEO) favours social media : </li></ul><ul><li>Standard web </li></ul><ul><li>Content is only updated when experts write </li></ul><ul><li>No encouragement, some discouragement/control </li></ul><ul><li>Primarily just standard navigation </li></ul><ul><li>No trackbacks </li></ul><ul><li>No ratings </li></ul><ul><li>CMS generated URLs </li></ul><ul><li>Social media </li></ul><ul><li>Content is updated regularly due to conversations </li></ul><ul><li>Encourages sharing links into other social spaces </li></ul><ul><li>Tags with links/interlinking to complement the navigation </li></ul><ul><li>“ Trackbacks” </li></ul><ul><li>Ratings (E.g. DigIt!) </li></ul><ul><li>Readable URLs </li></ul>
    20. 20. End game for the Google factor? <ul><li>Helps direct traffic to your site </li></ul><ul><li>Higher level of exposure of your programs, content, issues, strategy, media campaign </li></ul>
    21. 21. Google, blogs and print media <ul><li>New York Times versus blogs: </li></ul><ul><li>5 keywords that represented the top five news stories of 2007 from Associated Press list </li></ul><ul><li>Duration: 2002 to 2007 </li></ul><ul><li>Assessed Google ranks </li></ul><ul><li>Results? </li></ul><ul><li>Blogs rank more highly 4 times out of 5 </li></ul><ul><li>Blogs page rank 13.2 vs NY Times 56.2 </li></ul>Source: Long Now Foundation, 2008
    22. 22. Risks of doing social media <ul><li>Turn fears into risks and show how they can be mitigated </li></ul>Risk Mitigation Inappropriate behaviour of authors Education (play), Code of conduct Inadequate recordkeeping controls Archiving policies, version control, open APIs, technology alignment Ediscovery (tracking who did what/when) Appropriate identity management (don’t forget OpenID) Vandalism, abuse (e.g. What if they say bad things about us, our boss, CEO or Minister?) Interaction rules, rollbacks, transparent and open communication
    23. 23. Risks of doing it wrong <ul><li>National Australia Bank (NAB): </li></ul><ul><li>Project - and UBANK </li></ul><ul><li>Openly invited community input about the bank </li></ul><ul><li>Result: </li></ul><ul><li>NAB employees posed as anonymous customers </li></ul><ul><li>Admonished those who criticised the bank </li></ul><ul><li>Shut down after one month amidst criticism over the way it allegedly treated commentators </li></ul><ul><li>Negative publicity in media and blogosphere </li></ul>
    24. 24. What are ‘interaction rules’? <ul><li>FutureMelbourne Wiki’s participation guidelines and rules for interaction: </li></ul><ul><li>Civility </li></ul><ul><li>Criticise ideas, not people </li></ul><ul><li>Consensus </li></ul><ul><li>No copyright material </li></ul><ul><li>Use your real name </li></ul><ul><li>No sock-puppetry </li></ul><ul><li>Be bold </li></ul><ul><li>Connect with others </li></ul><ul><li>Build the web </li></ul><ul><li>Dispute Resolution </li></ul>Source: FutureMelbourne Wiki, 2009
    25. 25. PROJECT METHODOLOGIES <ul><li>Choosing the right project approach for social media </li></ul>
    26. 26. The basics of Social Media projects Planning Project Execution User-engagement Forrester’s POST methodology Involve Steering Committee regularly PMBOK for governance , managing risk, reporting and scheduling Agile for delivery Jesse James Garrett’s Elements of User Experience for user-centred design Engage with users regularly Use Web2.0 tools for communication Identify goals of tools through applying Karl Long’s Building Blocks of the Social Web
    27. 27. Applying Forrester’s POST People: <ul><li>Assess your users’ social activities </li></ul><ul><li>Don't start a social strategy until you know the capabilities of your audience . </li></ul>Objectives: <ul><li>Decide what you want to accomplish </li></ul><ul><li>Is this about listening to citizens, talking with them, collaboration? </li></ul><ul><li>How you will measure success? </li></ul>Strategy: <ul><li>Figure out what will be different after you're done </li></ul><ul><li>Closer, two-way relationships? </li></ul><ul><li>Better access to your information ? </li></ul>Technology: <ul><li>A community. A wiki. A blog or a hundred blogs as a reflection of user interaction requirements </li></ul>
    28. 28. Using a typical waterfall approach? Too many unknowns to document all requirements up front Too late to change your mind if you get it wrong by UAT stage
    29. 29. Agile approach helps to uncover the solution/design a piece at a time
    30. 30. How to identify users’ needs? <ul><li>Employ user-centred design principles </li></ul>
    31. 31. Activities to identify users’ needs
    32. 32. But who are the ‘users’ ???
    33. 33. Six archetypes in social media 13% 19% 15% 19% 33% 52% Source: Forrester Research, 2008
    34. 34. SCOPE <ul><li>. . . because social media is big </li></ul>
    35. 35. 10 years of our stuff online One-way communication Static web 330,000 inaccessible PDFs 106,000 Word docs 6,330 PowerPoint 500,000 static HTML Government voice Bureaucrat-speak Manual processes Careful editorial processes Disclaimers Program-based navigation Complex navigation Crafted communications Reactive Unresponsive Government voice Information-based Risk averse
    36. 36. the web today? the web today? Social bookmarks Music Pictures Wikis Video casting Events Documents Video Video aggregation Events Customer service networks Niche networks Social networks SMS & voice Twitter Lifestreams Micromedia Blog Communities Blogs/ conversations Blog Platforms Comment and reputation Crowdsourced content
    37. 37. Breaking down scope & requirements <ul><li>What part of the “honeycomb” do you need to support ... </li></ul><ul><li>Business goals? </li></ul><ul><li>Strategic drivers? </li></ul><ul><li>Users’ needs/expectations? </li></ul>
    38. 38. COMMUNICATIONS & CHANGE <ul><li>Communicating outcomes internally and externally </li></ul>
    39. 39. User-centred design as change management <ul><li>Involving people: </li></ul><ul><li>Helps to set expectations </li></ul><ul><li>Raises awareness of project issues, timelines, risks </li></ul><ul><li>Increases ownership of the end product </li></ul><ul><li>Creates champions – the ‘I did that’ factor </li></ul>
    40. 40. Communication is critical <ul><ul><li>To raise awareness of the change the project will bring, you need to communicate: </li></ul></ul><ul><ul><li>Project progress and milestones </li></ul></ul><ul><ul><li>Lessons learned (and record them for others to use ) </li></ul></ul><ul><ul><li>What other ‘comparison organisations’ are doing </li></ul></ul><ul><ul><li>How you compare to ‘comparison organisations’ </li></ul></ul><ul><ul><li>How feedback was used </li></ul></ul><ul><ul><li>Keep the Steering Committee educated, informed and involved </li></ul></ul><ul><ul><li>Be innovative with your engagement styles – video, blogs, wikis, workshops, newsletters, prizes & rewards </li></ul></ul>
    41. 41. How to communicate expectations? <ul><li>Watch, listen </li></ul><ul><li>Play , try, experience, understand </li></ul><ul><li>Champion and teach others </li></ul>
    42. 42. Agile, Executive support & communication
    43. 43. Communicating what’s going on <ul><li>Obama’s presidential campaign: </li></ul><ul><li>Twitter, YouTube, Blog, MySpace </li></ul><ul><li>Department of Education, Employment and Workplace Relations (DEEWR) VEET project: </li></ul><ul><li>Blog, Twitter, FriendFeed </li></ul><ul><li>Local Government Shires Association (LGSA): </li></ul><ul><li>Twitter, Flickr </li></ul>
    44. 44. TECHNOLOGY <ul><li>What widgets are the right ones? </li></ul>
    45. 45. Identifying widgets <ul><li>Look for: </li></ul><ul><li>Interoperability </li></ul><ul><li>Open Source </li></ul><ul><li>Free online stuff – e.g. Flickr, Twitter, Wordpress, Basecamp, GovDex </li></ul><ul><li>What fits with users’ needs , not your desire for ‘toys’  </li></ul>
    46. 46. The ‘Open Web’ <ul><li>What technologies? </li></ul><ul><li>Web standards: (X)HTML, CSS, JavaScript, DOM, Atom, XMPP (e.g. GTalk) </li></ul><ul><li>Open specifications: OpenID, Microformats, OAuth </li></ul><ul><li>Open architecture: URLs for SEO, APIs, REST </li></ul><ul><li>Not just deploying: </li></ul><ul><li>Blogs, Wikis, Twitter, and Facebook clones – understand what will meet your requirements </li></ul><ul><li>Reinforces and promotes: </li></ul><ul><li>Use, re-use, invention </li></ul>
    47. 47. Source: Use others Web 2.0 frameworks
    48. 48. Information Architecture <ul><li>Connects the technology to the users’ social interaction preferences </li></ul>Content page Profile page My blog page(s) My intersections with other communities All my comments All my articles
    49. 49. CONCLUSIONS <ul><li>Final thoughts </li></ul>
    50. 50. The landscape has changed <ul><li>In our modern world, people can: </li></ul><ul><li>Blog, write in wikis, tag photos in Flickr, share, collaborate, socialise online ... easily, for free, at home </li></ul><ul><li>It’s an integral part of our modern online global culture </li></ul><ul><li>People expect: </li></ul><ul><li>What they can do at home to be in your organisation </li></ul><ul><li>Organisations can: </li></ul><ul><li>Be responsive to this need through learning from others, understanding the research and doing strategic planning </li></ul>
    51. 51. Google is your front door <ul><li>Optimise your website’s page ranking by: </li></ul><ul><li>Using social media components </li></ul><ul><li>Encouraging user interaction & building trust </li></ul><ul><li>Complementing your own content with users’ contributions – comments, links, ratings </li></ul>
    52. 52. Can’t I just ... . . . install a wiki or a blog and see what happens? Planning for success ensures you know how you’re meeting strategic goals by aligning appropriate resources ... ... it ensures you can reproduce the results! Yes ... that’s good for play and pilot projects
    53. 53. Fin <ul><li>Questions? </li></ul>Management & Technology
    54. 54. Embracing social media in the enterprise Management & Technology
    55. 55. Matthew Hodgson ACT Regional-lead, Web and Information Management SMS Management & Technology <ul><li>Blog: </li></ul><ul><li>Twitter: magia3e </li></ul><ul><li>Slideshare: </li></ul><ul><li>Email: Mobile: 0404 006695 </li></ul>Management & Technology