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The seduction of the species            The impact of social media on Enterprise Content Management<br />Adrian McGrath<br...
The Rise of Social Networks<br />
Popularity of social networking web sites<br />out of the TOP TWENTY<br />most popular web sites in the UK are social comp...
What can we learn from this?<br />There is a basic human desire to network, collaborate and share information<br />We just...
  Give the option to participate through multiple channels     and devices
  Ensure that people get something out of participating     (there is something in it for them)</li></ul>For example, peop...
The ambition of ECM<br />Enterprise Content Management<br />Imaging<br />InformationRights <br />Management<br />Document ...
What’s up doc?<br /><ul><li> Breakaway content is disconnected from ECM, not    properly managed (and exploited)
 Lack of governance, few policies, procedures and    guidelines around social media in place
 Security and disclosure concerns</li></ul>Although there are problems to overcome, there are also opportunities if you lo...
Opportunity Knocks<br />Four key areas where social media and related mobile applications will increasingly have a major i...
User Interface <br />
Seduction of the species<br /><ul><li>The viral up-take Consumer devices and social applications have inspired users and c...
To replicate this level of participation into the workplace requires a shift from providing users with a purely functional...
To replicate this level of participation into the workplace requires a shift from providing users with a purely functional...
Seduction of the species<br /><ul><li>The viral up-take Consumer devices and social applications have inspired users and c...
To replicate this level of participation into the workplace requires a shift from providing users with a purely functional...
Seduction of the species<br /><ul><li>The viral up-take Consumer devices and social applications have inspired users and c...
To replicate this level of participation into the workplace requires a shift from providing users with a purely functional...
Seduction of the species<br /><ul><li>The viral up-take Consumer devices and social applications have inspired users and c...
To replicate this level of participation into the workplace requires a shift from providing users with a purely functional...
Seduction of the species<br />Experience<br />Functional <br />There are 3 key trends to watch out for here:<br />Rich Int...
Seduction of the species<br />Experience<br />Functional <br />There are 3 key trends to watch out for here:<br />Rich Int...
Assembly of ECM solutions <br />
The Mobile App Market<br /><ul><li> The growth in the number of apps developed and downloaded   in the mobile market (prim...
 It is perfectly feasible to consider a similar pattern (but with a  smaller volume) being replicated in the ECM market</l...
Spawning of a new construction boom<br />Targeted Business Applications<br />- vendor independent -<br />(e.g. Case Manage...
Business collaboration & networking <br />
The Collaborative Office<br />There is a major trend to take the principles of consumer social applications and apply them...
 Helping organisations go beyond hierarchical and geographical barriers with little need to have prior  relationships with...
What’s different now?<br />The Difference now is that the technology is emerging to truly enable a Collaborative Office<br...
Traditional collaboration tools extend ECM to facilitate greater information sharing with a primarily focus on information...
Social collaboration tools go further, focusing on innovation, change and information discovery, promoting a culture of kn...
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[Intellect] The seduction of the species

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This presentation describes the opportunities and impact that social media and related mobile apps marketplace are having on Enterprise Content Management (ECM)

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Transcript of "[Intellect] The seduction of the species"

  1. 1. The seduction of the species The impact of social media on Enterprise Content Management<br />Adrian McGrath<br />Principal ECM Solution Architect<br />Information Management Practice<br />7th April 2011<br />Speaker notes included in ‘presentation notes’<br />
  2. 2. The Rise of Social Networks<br />
  3. 3. Popularity of social networking web sites<br />out of the TOP TWENTY<br />most popular web sites in the UK are social computing web sites<br />
  4. 4. What can we learn from this?<br />There is a basic human desire to network, collaborate and share information<br />We just need to:<br /><ul><li> Provide people with a compelling user interface, that is easy and enjoyable to use, creating a desire to participate
  5. 5. Give the option to participate through multiple channels and devices
  6. 6. Ensure that people get something out of participating (there is something in it for them)</li></ul>For example, people that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users<br />
  7. 7. The ambition of ECM<br />Enterprise Content Management<br />Imaging<br />InformationRights <br />Management<br />Document <br />Management<br />a framework and integrated suite of applications<br />that together provide a co-ordinated means to<br />manage the lifecycle of all content in an organisation<br />and maximise its value<br />Records<br />Management& Archiving<br />Collaboration& Social Media<br />Line of Business Applications<br />Digital Asset <br />Management<br />Web <br />Content <br />Management<br />ECM Ambition<br />Social Media<br />
  8. 8. What’s up doc?<br /><ul><li> Breakaway content is disconnected from ECM, not properly managed (and exploited)
  9. 9. Lack of governance, few policies, procedures and guidelines around social media in place
  10. 10. Security and disclosure concerns</li></ul>Although there are problems to overcome, there are also opportunities if you look at it from a different perspective<br />
  11. 11. Opportunity Knocks<br />Four key areas where social media and related mobile applications will increasingly have a major impact on ECM<br /> User Interface <br /> Assembly of ECM solutions<br /> Business collaboration and networking<br /> Customer engagement<br />Product Change<br />Implementation Change<br />INTERNAL application of social media<br />EXTRENAL application of social media<br />
  12. 12. User Interface <br />
  13. 13. Seduction of the species<br /><ul><li>The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate
  14. 14. To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an</li></li></ul><li>Seduction of the species<br /><ul><li>The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate
  15. 15. To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an experience</li></ul>Which one of these is more compelling to you?<br />... or ... <br />
  16. 16. Seduction of the species<br /><ul><li>The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate
  17. 17. To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an experience</li></ul>Which one of these is more compelling to you?<br />... or ... <br />
  18. 18. Seduction of the species<br /><ul><li>The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate
  19. 19. To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an experience</li></ul>Which one of these is more compelling to you?<br />... or ... <br />
  20. 20. Seduction of the species<br /><ul><li>The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate
  21. 21. To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an experience</li></ul>Which one of these is more compelling to you?<br />... or ... <br />
  22. 22. Seduction of the species<br />Experience<br />Functional <br />There are 3 key trends to watch out for here:<br />Rich Internet Application interfaces –The next wave of user interfaces for ECM will be far more immersive, sleek and sophisticated<br />Mobility – Content, stored once in ECM, will become more (securely) accessible from a range of mobile devices<br />Revolutionary interfaces –Sophisticated but highly intuitive interfaces will become increasingly available based on touch screen and 3D/gesture interfaces<br />
  23. 23. Seduction of the species<br />Experience<br />Functional <br />There are 3 key trends to watch out for here:<br />Rich Internet Application interfaces –The next wave of user interfaces for ECM will be far more immersive, sleek and sophisticated<br />Mobility – Content, stored once in ECM, will become more (securely) accessible from a range of mobile devices<br />Revolutionary interfaces –Sophisticated but highly intuitive interfaces will become increasingly available based on touch screen and 3D/gesture interfaces<br />Key implication<br />This will create an environment where users really want to participate with minimum effort ... seducing users... while invoking a positive change in user behaviour around how they create, use and share information<br />
  24. 24. Assembly of ECM solutions <br />
  25. 25. The Mobile App Market<br /><ul><li> The growth in the number of apps developed and downloaded in the mobile market (primarily Apple and Android) has been truly extraordinary
  26. 26. It is perfectly feasible to consider a similar pattern (but with a smaller volume) being replicated in the ECM market</li></ul>Worldwide Mobile Application Store Revenue Forecast to Surpass $15 Billion in 2011<br />Source: Gartner, January 2011<br />
  27. 27. Spawning of a new construction boom<br />Targeted Business Applications<br />- vendor independent -<br />(e.g. Case Management)<br />Enterprise <br />Business System<br />(e.g. SAP)<br />ECM System<br />4<br />ECM User Interface<br />- vendor independent -<br />Apps to extend and enhance ECM functionality<br />Change on the horizon<br />ECM Apps extend and enhance ECM functionality<br />Adapter Apps to connect enterprise business systems with ECM systems<br />User interfaces and business applications assembled from ECM Apps<br />Adapters to integrate ECM with enterprise business systems<br />ECM Apps Marketplace<br />Gradually transition from proprietary to open ECM Apps, made available to wider marketplace<br />Multi-device/channel, compelling user interfaces<br />Developer Communities<br />Surge in targeted ‘content centric’ business applications<br />Mainstream<br />ECM Vendors<br />Open Source<br />ECM Vendors<br />e.g. Open Text, Oracle, EMC, IBM<br />e.g. Alfresco, Drupal<br />
  28. 28. Business collaboration & networking <br />
  29. 29. The Collaborative Office<br />There is a major trend to take the principles of consumer social applications and apply them inwards within an organisation<br /><ul><li> Proving to be a really great way to facilitate much smarter, agile and rapid collaboration and knowledge sharing with colleagues horizontally across the organisation
  30. 30. Helping organisations go beyond hierarchical and geographical barriers with little need to have prior relationships with people already in place</li></ul>Value of collaboration<br />recognised for a long time<br />“<br />“<br />The only irreplaceable capital an organisation possesses is the knowledge and ability of its people. The productivity of that capital depends on how effectively people share their competence with those who can use it<br />If HP knew what HP knows, we would be three times as profitable<br />”<br />”<br />Lew Platt<br />former CEO of Hewlett-Packard<br />Andrew Carnegie<br />Industrialist, businessman, entrepreneur and major philanthropist<br />
  31. 31. What’s different now?<br />The Difference now is that the technology is emerging to truly enable a Collaborative Office<br /><ul><li>ECM provides a means to consistently organise information across an organisation, making it secure and easily accessible to authorised users
  32. 32. Traditional collaboration tools extend ECM to facilitate greater information sharing with a primarily focus on information worker efficiency
  33. 33. Social collaboration tools go further, focusing on innovation, change and information discovery, promoting a culture of knowledge sharing across the organisation</li></ul>Organisational Knowledge<br />Tacit<br />(80%)<br />Explicit (20%)<br />
  34. 34. What’s different now?<br />The Difference now is that the technology is emerging to truly enable a Collaborative Office<br /><ul><li>ECM provides a means to consistently organise information across an organisation, making it secure and easily accessible to authorised users
  35. 35. Traditional collaboration tools extend ECM to facilitate greater information sharing with a primarily focus on information worker efficiency
  36. 36. Social collaboration tools go further, focusing on innovation, change and information discovery, promoting a culture of knowledge sharing across the organisation</li></ul>Organisational Knowledge<br />Tacit (65%)<br />Explicit (20%)<br />(15%)<br />ECM<br />
  37. 37. What’s different now?<br />The Difference now is that the technology is emerging to truly enable a Collaborative Office<br /><ul><li>ECM provides a means to consistently organise information across an organisation, making it secure and easily accessible to authorised users
  38. 38. Traditional collaboration tools extend ECM to facilitate greater information sharing with a primarily focus on information worker efficiency
  39. 39. Social collaboration tools go further, focusing on innovation, change and information discovery, promoting a culture of knowledge sharing across the organisation</li></ul>Organisational Knowledge<br />Tacit (60%)<br />Explicit (20%)<br />(5%)<br />(15%)<br />TraditionalCollaborationTools<br />ECM<br />
  40. 40. What’s different now?<br />The Difference now is that the technology is emerging to truly enable a Collaborative Office<br /><ul><li>ECM provides a means to consistently organise information across an organisation, making it secure and easily accessible to authorised users
  41. 41. Traditional collaboration tools extend ECM to facilitate greater information sharing with a primarily focus on information worker efficiency
  42. 42. Social collaboration tools go further, focusing on innovation, change and information discovery, promoting a culture of knowledge sharing across the organisation</li></ul>Organisational Knowledge<br />Tacit (50%)<br />SocialCollaboration& Content Analytics<br />(10%)<br />Explicit (20%)<br />(5%)<br />(15%)<br />TraditionalCollaborationTools<br />Mind meld into the organisation<br />ECM<br />
  43. 43. Benefits of social collaboration<br />Classical hierarchical organisation<br />Networked organisation, truly collaborative, continually learning<br />quick and easy to find information and people<br />emergence of experts<br />breaks down hierarchical and geographical barriers <br />facilitate much smarter, agile and rapid collaboration<br />faster decision making<br />greater innovation<br />establish relationships with people with common skills and interests across the organisation<br />cross pollination of ideas<br />information becomes a more a valuable resource <br />not just something that needs to be stored and managed<br />Reduces duplication of effort<br />leverage experience of many more people <br />increased knowledge sharing and discovery<br />people are more engaged and better informed<br />insight into patterns and connections between people and information<br />
  44. 44. Customer Engagement<br />
  45. 45. Social CRM<br />Back around 1999 – 2001, we started putting an <br />‘e’ or an ‘i’ in front of everything<br />The next wave would seem to be ‘social’ everything<br />Social CRM (Customer Relationship Management) kicks things off on the business front<br />Social CRM is about using social media tools to listen and interactwith customers, engaging with them at a more personal level across a multitude of online touch points <br />Focuses on a strategy for customer engagement, dealing with conversations and relationships with the customer<br />Dealing with and managing customer data, transactions and money<br />
  46. 46. Sentiment Analysis<br /><ul><li> Sentiment Analysis tools have emerged as a means to monitor and track the effectiveness of customer engagement initiatives and brand perception
  47. 47. They analyse content across Internet sources (listening posts such as Twitter and Facebook) and derive public sentiment about a certain brand or topic</li></ul>Gatorade and Dell Social Media Command Centres<br />
  48. 48. Going beyond sentiment <br /><ul><li>Sentiment Analysis tools might look very crude when compared to Natural Language Processing and Question and Answering technology made possible by IBM Watson
  49. 49. IBM Watson uncovers answers by understanding the meaning buried in the context of a natural language question</li></ul>Last year, over 500 billion online impressions were made globally by people about products and services<br />Understanding the context and meaning of these impressions will provide an incredible next level of insight<br />
  50. 50. Concluding Remarks<br />
  51. 51. Evolutionary Road<br />
  52. 52. Call to action<br />The ECM, social computing and mobile worlds are converging<br />‘Do nothing’ is not an option ... you need to:<br />Provide your staff with social collaboration tools, creating an environment where people really want to participate and share knowledge and experience<br />Put processes and ‘sheepdogs’ in place to manage and govern the social media content generated by your organisation<br />Consider how you could engage and interact better with your customers through social media channels<br />Address how your ECM / Information Management solutions can be assembled and changed with greater agility and speed<br />Underpinning all of this<br />Define clear objectives, success factors and measurements at the outset for any social computing initiative ... should be tied to a social business strategy and goals<br />
  53. 53. Thank you <br />Adrian McGrath<br />Information Management Practice<br />Email: adrian.mcgrath@logica.com<br />Blog: mcgratha.wordpress.com<br />
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