Social Media and
Enterprise
Architecture
Mike Ellsworth
Enterprise Social Media
Strategist
About ME
• LinkedIn user since June 16, 2003, 6 weeks after it
debuted (member number 8893)
• Networking online since the ...
Agenda
• Why does social media need enterprise architecture?
• What is Social Media?
• Why do enterprise architects need t...
Quick poll
• How many of you read blogs?
– … write a blog?
– Personal, Intranet, public site

• How many use Wikipedia?
– ...
Social Media Needs Enterprise
Architecture
• EA can help manage the change involved in social
media and the individuals an...
Social Media Needs Enterprise
Architecture

• Business Architecture
Social media often comes
into the enterprise without a...
The Rise of Enterprise Social
Media
• If Facebook were a country, it
would be the world’s third
largest, with more than 1 ...
The Rise of Enterprise Social
Media
• 90% of F500 will implement an
Enterprise Social Network (ESN)
by end of 2013
—Deloit...
The Rise of Enterprise Social
Media
• 90% of F500 will implement an
Enterprise Social Network (ESN)
by end of 2013
• Age 4...
What is Enterprise Social
Networking?
• Software that enables open lines of internal and
external communication for an ent...
What is Enterprise Social
Networking?
• 66% of decision makers cite collaboration as a
critical success factor for their s...
Social Media in the Enterprise
• Typical Social Media Application Areas:
– Marketing
– Branding
– Sales

Find

Be
Found

L...
Social Media in the Enterprise
• Other Great Places to Use Social Media:
–
–
–
–
–
–

Customer Service
Product Development...
Social Media in the Enterprise
• Customer Service
– Comcast uses Twitter to move customer support toward
real-time

Copyri...
Social Media in the Enterprise
• Product Development
– Dell listened to their online community, created a Linux
product

C...
Social Media in the Enterprise
• Employee Engagement
– BestBuy’s WaterCooler has had 1.5M posts over 2 years,
10,000 emplo...
Social Media in the Enterprise
• Knowledge Management
– IBM develops technology solutions three times faster
using social ...
Social Media in the Enterprise
• Crisis Communications
– Domino’s Pizza YouTube video response from president:
650,000 vie...
Social Media in the Enterprise
• Marketing Research
– Fiskars created a social media community – got 70 good
product ideas...
Agenda
• Why does social media need enterprise architecture?
• What is Social Media?
• Why do enterprise architects need t...
A Quick social media 101

Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
Copyright © 2012, Social Media Performance Group, Inc. All Rights Reserved
What is Social Media?
“Social media are online communications in which
individuals shift fluidly and flexibly between the ...
What is Social Media?
• Online activities involving three major components:
– User Generated Content (UGC)
– Participating...
Agenda
• Why does social media need enterprise architecture?
• What is Social Media?
• Why do enterprise architects need t...
Failure is an Option
• Gartner research estimates that fully 80% of social
business initiatives will deliver disappointing...
Generational Pressure
• Gen Y demands access to social media – it’s
their tool of choice
• Imagine if you were not allowed...
Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
Social Media is Unpredictable
• "Most enterprise architectures depict a fairly
predictable workflow. Social media can be d...
Enterprise Social Media
Architecture Challenges
• Social software may not fit into the architecture
– Security
– Integrati...
Social Media Challenges
Taxonomy – Tags
•
•
•
•
•
•
•

Simple categories or key words
User-defined
“Folksonomy”
Each item ...
Social Media Requires
Real-Time – Presence
• Tools that say where you are and what you are doing
• Applications for mobile...
Enterprise Social Media
Data Architecture Challenges
• Enterprise Data Management
– Understanding & documenting data
– Dev...
Social Media Security
Challenges
• Communication with customers on public social
media platforms could involve sensitive i...
IP issues
• Internal content generated by users will be covered
by existing agreements
• Issues where content created and ...
Agenda
• Why does social media need enterprise architecture?
• What is Social Media?
• Why do enterprise architects need t...
Enterprise Social Media
Architecture Features
• Typical of a knowledge-sharing architecture
– Similar to collaboration and...
Semantic Interaction Leading to
Social Knowledge Evolution

Source: Cheng Zhang Enterprise data Architecture and its appli...
Social Network Analysis
• Big business in determining effectiveness of social
media efforts
• Big myth that social media e...
Changing What We Measure
• ASPCA traces on-line donations and increased
membership back to its social media efforts
• Best...
Changing What We Measure
• Zero-budget YouTube videos about Barack Obama
were seen by 120x the audience of Hilary Clinton’...
Social Media Metrics
• Some social media standard metrics
•
•
•
•
•
•
•
•
•

Sentiment
Online Reputation
Volume
Velocity
C...
Standard Classifications of
Discussion
•
•
•
•
•
•
•
•
•
•
•
•
•

Acknowledging receipt of
information
Advertising somethi...
The SNA Lifecycle
• Social Network Analysis (SNA) starts with collecting
internal and external data

Source: Cheng Zhang E...
The SNA Lifecycle

Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
The SNA Lifecycle
• Phase 1: Data Collection Ongoing phase due to
continuous stream of data. Architecture must
ensure all ...
The SNA lifecycle
• Phase 2: Data Preparation Snapshot of data is basis
for analytics queries
– Huge challenge: Social med...
The SNA lifecycle
• Phase 3: Analysis Execution. Analyses required by
the business are likely to change often, although
th...
Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
The SNA lifecycle
• Phase 4: Result Finalization. Results are made
available to the user interface for end users and
analy...
Social Network Analysis Life
Cycle

Source: Cheng Zhang Enterprise data Architecture and its application in social network...
Thank You!
• You are welcome to connect with me:
–
–
–
–
–
–

Mike Ellsworth
Twitter: @MikeEllsworth
LinkedIn: www.LinkedI...
Credits
• P. 6 image Some rights reserved by jannemei
http://www.flickr.com/photos/jannemei/102301539
6/sizes/o/in/photost...
Social Media and Enterprise Architecture - Introduction and Implications
Social Media and Enterprise Architecture - Introduction and Implications
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Social Media and Enterprise Architecture - Introduction and Implications

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Whether your organization officially supports it or not, social media is in your enterprise. In fact, whether the business knows it or not, social media will introduce changes in business processes on many levels. Even if the business sees adoption of social media in its future, stakeholders may regard social as something that is external to the enterprise, is unplanned, and is confined to functions such as marketing and public relations. In reality, social media can transform all aspects of a company, from product management to crisis management and human resource management. Even if stakeholders might understand the transformative nature of social media, they may not understand how new ways of doing business via social can affect enterprise architecture. This presentation examines some of the implications of social media adoption on business processes and enterprise architecture, from the management of social conversations (unstructured data) to integration of social features into customer and employee-facing systems. We'll examine the impact of initiatives such as: ØSocial Media Management Tools ØBusiness Social Media Site/Property Integration
External Community Pages in Business Websites
Business Crowdsourcing
Social Media and Gamification Use for Corporate Wellness

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Transcript of "Social Media and Enterprise Architecture - Introduction and Implications"

  1. 1. Social Media and Enterprise Architecture Mike Ellsworth Enterprise Social Media Strategist
  2. 2. About ME • LinkedIn user since June 16, 2003, 6 weeks after it debuted (member number 8893) • Networking online since the 80s • 15 years at Nielsen Co. • 6 years as IT strategy consultant • 7 years at State of Minnesota – Program Director of CareerOneStop • But here as a citizen and entrepreneur Copyright © 2012, Social Media Performance Group, Inc. All Rights Reserved
  3. 3. Agenda • Why does social media need enterprise architecture? • What is Social Media? • Why do enterprise architects need to understand social media? • Enterprise Social Media Architecture Features Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  4. 4. Quick poll • How many of you read blogs? – … write a blog? – Personal, Intranet, public site • How many use Wikipedia? – Contribute? • How many of you have a LinkedIn, Twitter, Facebook account? • Other sites? • How many are responsible for social media architecture? Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  5. 5. Social Media Needs Enterprise Architecture • EA can help manage the change involved in social media and the individuals and teams involved • EA transformative and adaptive processes help manage staff skills, project mix, business priorities and challenges • EA, as always, helps align technology planning with business strategy Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  6. 6. Social Media Needs Enterprise Architecture • Business Architecture
Social media often comes into the enterprise without a solid business model, a cohesive business operating model, or business technology solution delivery • Data Architecture Social media usually doesn’t have an internal data architecture or analytics to drive business strategy and optimization decisions • Application Architecture Social media internal and external app use cases are often ill-defined and the business is typically unprepared to inform design and construction (or acquisition) and application integration Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  7. 7. The Rise of Enterprise Social Media • If Facebook were a country, it would be the world’s third largest, with more than 1 billion people, having overtaken the US, at 317 million • Nearly two-thirds of US Internet users regularly use a social network • Nielsen Netview found that in 2010 social media use by Americans dwarfed other online usage by more than two-to-one US Monthly Time Spent Online (Millions of Hours) 0 200 400 600 906 Social Media/Blogs 407 Games 329 Email Portals 176 Instant Mess. 160 Videos/Movies 156 Search 138 Software Info 131 Entertainment 111 Classifieds 107 Copyright © 2013 Social Media Performance Group, Inc. All rights reserved. 800 1000
  8. 8. The Rise of Enterprise Social Media • 90% of F500 will implement an Enterprise Social Network (ESN) by end of 2013 —Deloitte Study http://buff.ly/19B rTjk Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  9. 9. The Rise of Enterprise Social Media • 90% of F500 will implement an Enterprise Social Network (ESN) by end of 2013 • Age 40-49 40% more likely to register and more than 100% more likely to post >4 times per month than 20-29 year olds • Cisco: 30% of incoming workforce would accept less money to work for a company with modern connectivity and collaboration solutions —Carl Schachter, Google US Monthly Time Spent Online (Millions of Hours) 0 200 400 600 906 Social Media/Blogs 407 Games 329 Email Portals 176 Instant Mess. 160 Videos/Movies 156 Search 138 Software Info 131 Entertainment 111 Classifieds 107 Copyright © 2013 Social Media Performance Group, Inc. All rights reserved. 800 1000
  10. 10. What is Enterprise Social Networking? • Software that enables open lines of internal and external communication for an enterprise. • • • • Organization (Company) to Consumer Consumer to Organization Employee to Employee Consumer to Consumer Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  11. 11. What is Enterprise Social Networking? • 66% of decision makers cite collaboration as a critical success factor for their social networking solution, followed by efficiency gains (productivity) at 64% Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  12. 12. Social Media in the Enterprise • Typical Social Media Application Areas: – Marketing – Branding – Sales Find Be Found Listen Enterprise Grow Business Engage Influence Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  13. 13. Social Media in the Enterprise • Other Great Places to Use Social Media: – – – – – – Customer Service Product Development Employee Engagement Knowledge Management Crisis Communications Marketing Research Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  14. 14. Social Media in the Enterprise • Customer Service – Comcast uses Twitter to move customer support toward real-time Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  15. 15. Social Media in the Enterprise • Product Development – Dell listened to their online community, created a Linux product Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  16. 16. Social Media in the Enterprise • Employee Engagement – BestBuy’s WaterCooler has had 1.5M posts over 2 years, 10,000 employees a week using Fortune 500 Companies with Engaged Employees Report: $80,000–120,000 additional revenue per month Growth in employee productivity http://buff.ly/1gZyCMw Recruitment costs 55% lower $18,600 more market value per employee $3,800 more profits per employee Higher Higher profitability customer Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.loyalty
  17. 17. Social Media in the Enterprise • Knowledge Management – IBM develops technology solutions three times faster using social media knowledge management Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  18. 18. Social Media in the Enterprise • Crisis Communications – Domino’s Pizza YouTube video response from president: 650,000 views, 7,000 comments. Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  19. 19. Social Media in the Enterprise • Marketing Research – Fiskars created a social media community – got 70 good product ideas within 12 hours Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  20. 20. Agenda • Why does social media need enterprise architecture? • What is Social Media? • Why do enterprise architects need to understand social media? • Enterprise Social Media Architecture Features Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  21. 21. A Quick social media 101 Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  22. 22. Copyright © 2012, Social Media Performance Group, Inc. All Rights Reserved
  23. 23. What is Social Media? “Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.” Joseph Thornley, CEO of Thornley Fallis Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  24. 24. What is Social Media? • Online activities involving three major components: – User Generated Content (UGC) – Participating in online communities – Sharing opinions and ratings with others Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  25. 25. Agenda • Why does social media need enterprise architecture? • What is Social Media? • Why do enterprise architects need to understand social media? • Enterprise Social Media Architecture Features Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  26. 26. Failure is an Option • Gartner research estimates that fully 80% of social business initiatives will deliver disappointing results, but that’s typically a result in a failure of strategy rather than a failure of the tool (software). Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  27. 27. Generational Pressure • Gen Y demands access to social media – it’s their tool of choice • Imagine if you were not allowed to use email because of security risk! • “People want to use their favorite technologies at work. They're satisfying themselves and not waiting for IT” – Dennis Moore, SAP • What is the cost of people working in isolation? Yahoo! News – 19 June 2007 Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  28. 28. Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  29. 29. Social Media is Unpredictable • "Most enterprise architectures depict a fairly predictable workflow. Social media can be disruptive where the applications have been designed to depend on very linear process flows.” – Tom Nolle, president of CIMI, an IT consultancy Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  30. 30. Enterprise Social Media Architecture Challenges • Social software may not fit into the architecture – Security – Integration – Operational challenges • Social software market is highly fragmented – Outside the firewall – Inside the firewall Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  31. 31. Social Media Challenges Taxonomy – Tags • • • • • • • Simple categories or key words User-defined “Folksonomy” Each item can have multiple tags Commonly used in blogs Used by Flickr, Gmail Can use to generate a “tag cloud” Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  32. 32. Social Media Requires Real-Time – Presence • Tools that say where you are and what you are doing • Applications for mobile environment • Issues of privacy and self-presentation – “intimacy literacy” Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  33. 33. Enterprise Social Media Data Architecture Challenges • Enterprise Data Management – Understanding & documenting data – Developing externally-facing enterprise data management architectures – Structuring unstructured data • Folksonomies – Developing semantic relationships – Creating and managing metrics – Security and access control Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  34. 34. Social Media Security Challenges • Communication with customers on public social media platforms could involve sensitive information • Yet restricting this communication forces users to use personal devices and accounts Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  35. 35. IP issues • Internal content generated by users will be covered by existing agreements • Issues where content created and used by different groups • Creative Commons is one solution – Variety of licenses covering attribution, commerce, derivation and sharing Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  36. 36. Agenda • Why does social media need enterprise architecture? • What is Social Media? • Why do enterprise architects need to understand social media? • Enterprise Social Media Architecture Features Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  37. 37. Enterprise Social Media Architecture Features • Typical of a knowledge-sharing architecture – Similar to collaboration and knowledge management structures – Dynamic – Diverse (LinkedIn, Twitter, Facebook, YouTube) – Evolving – Sharing – Collaborating – Mostly unstructured data – Semantic – a big challenge! Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  38. 38. Semantic Interaction Leading to Social Knowledge Evolution Source: Cheng Zhang Enterprise data Architecture and its application in social networks http://bit.ly/19TgcZn Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  39. 39. Social Network Analysis • Big business in determining effectiveness of social media efforts • Big myth that social media effects are hard to quantify Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  40. 40. Changing What We Measure • ASPCA traces on-line donations and increased membership back to its social media efforts • Best Buy measured 85% lower turnover as a result of its Blue Shirt community • State Farm measures its internal blog by the improvement in morale Adapted from Measurement & engagement: why engagement is really the only thing that matters, Katie Delahaye Paine Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  41. 41. Changing What We Measure • Zero-budget YouTube videos about Barack Obama were seen by 120x the audience of Hilary Clinton’s multi-million dollar “largest town hall meeting in US history” • IBM receives more leads, sales and exposure from a $500 podcast than it does from a traditional ad Adapted from Katie Delahaye Paine Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  42. 42. Social Media Metrics • Some social media standard metrics • • • • • • • • • Sentiment Online Reputation Volume Velocity Conversation Rate Amplification Rate Applause Rate Economic Value Advertising Effectiveness Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  43. 43. Standard Classifications of Discussion • • • • • • • • • • • • • Acknowledging receipt of information Advertising something Answering a question Asking a question Augmenting a previous post Calling for action Disclosing personal information Distributing media Expressing agreement Expressing criticism Expressing support Expressing surprise Giving a heads-up • • • • • • • • • • • • • • Adapted from Katie Delahaye Paine Copyright © 2013 Social Media Performance Group, Inc. All rights reserved. Responding to criticism Giving a shout-out Making a joke Making a suggestion Making an observation Offering a greeting Offering an opinion Putting out a wanted ad Rallying support Recruiting people Showing dismay Soliciting comments Soliciting help Starting a poll
  44. 44. The SNA Lifecycle • Social Network Analysis (SNA) starts with collecting internal and external data Source: Cheng Zhang Enterprise dataCopyright © 2013 Social application in social networks rights reserved. Architecture and its Media Performance Group, Inc. All http://bit.ly/19TgcZn
  45. 45. The SNA Lifecycle Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  46. 46. The SNA Lifecycle • Phase 1: Data Collection Ongoing phase due to continuous stream of data. Architecture must ensure all incoming data are reliably stored – Typically a high-volume from diverse sources – May include collection of data from internal users – Initial relevance scoring may be necessary due to volume A Brief Introduction to Social Network Analysis by Orgnet, LLC http://buff.ly/19BsNw1 Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  47. 47. The SNA lifecycle • Phase 2: Data Preparation Snapshot of data is basis for analytics queries – Huge challenge: Social media data are ephemeral – Establishing chain of custody of data – when collected, how transformed, when retired – May be compliance issues – example: hiring decisions Source: Cheng Zhang Enterprise data Architecture and its application in social networks http://bit.ly/19TgcZn Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  48. 48. The SNA lifecycle • Phase 3: Analysis Execution. Analyses required by the business are likely to change often, although there will be some standard queries – Offer ad hoc querying based on standard metrics – Reporting function must be very flexible and able to easily retag and collect data into social media campaigns Social Network Analysis http://buff.ly/1gZz6SV Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  49. 49. Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  50. 50. The SNA lifecycle • Phase 4: Result Finalization. Results are made available to the user interface for end users and analysts to examine the results Source: Cheng Zhang Enterprise data Architecture and its application in social networks http://bit.ly/19TgcZn Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  51. 51. Social Network Analysis Life Cycle Source: Cheng Zhang Enterprise data Architecture and its application in social networks http://bit.ly/19TgcZn Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
  52. 52. Thank You! • You are welcome to connect with me: – – – – – – Mike Ellsworth Twitter: @MikeEllsworth LinkedIn: www.LinkedIn.com/in/MikeEllsworth Facebook: www.facebook.com/MichaelJEllsworth Blog.socialmediaperformancegroup.com mellsworth@socialmediaperformancegroup.com Copyright © 2010, Social Media Performance Group, Inc. All Rights Reserved
  53. 53. Credits • P. 6 image Some rights reserved by jannemei http://www.flickr.com/photos/jannemei/102301539 6/sizes/o/in/photostream/ • P. 21 image http://buff.ly/1gZyLj1 • P. 34 image http://buff.ly/1gZyP2c Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
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