Benefits and Risks of Social Technologies


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This presentation describes how you can use social technologies to transform key business processes, but also required governance to reduce risks. For more information

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  • 9:31 First, - let me start by introducing AIIM….AIIM is a community for people looking at ways to improve their org find, control and optimize information assetsStarted in 1943Have approx 65,000 Associate and professional membersHQ just outside Washington, DC, - where I also live. More then 20,000 professionals have attended the AIIM Certificate programs.Also doing a lot of research – e.g. capture market trends, distributed vs centralized capture.Also doing standards – most known / unknown is PDF, PDF/A, PDF/Healthcare, etc.
  • 9:31 Lets start by addressing what we call the System of Engagement ….
  • 0932 Social Everything.The Cluetrain Manifesto is a significant book that came out around 1999 about the impact of the web. The authors where right in many things, including that market are conversations about products and services. Historically, the authors state, the marketplace was a location where people gathered and talked to each other:they would discuss available products, price, reputation and in doing so connect with others.I went with my grandfather to the local Sheep Show – to exhibit his sheep and discuss what other sheep he should buyThe Internet is providing a means for anyone connected to re-enter such a virtual marketplace and once again achieve such a level of communication between people. My thesis is that organizations are also conversations. People want to discuss lessons learnt, help others, be social. We need to support this, not stop it.Let me give you a few examples….
  • 9:33Take social media:People now spend more time on Facebook than Google96% of 18-35 yroldsin the US are on a social network34% of bloggers post opinions about products and brands78% of consumers trust peer recommendations, while only 14% trust advertisementObama realized this during his campaign to become a president – he created a groundswell that got him elected.
  • 0934 Even the US military has understood the benefits of using social media to improve communication….This is Adm Mike Mullen, - the Join Chief of Staff – and he has 40K followers…
  • 9:34 Some organizations have been slow at understanding the impact of all this…And people often talk about your products with or without your involvement.You just have to decide, - get involved or stay out.It took years before cable company COMCAST GOT this.For example: if you go to YouTube….
  • 9:35 Other organizations have realized this is a huge opportunity….Barry Judge, CMO of Best Buy, mastered this when he provided the environment in which Web staffer Ben Hedrington and marketer John Bernier could create Twelpforce, Best Buy’s 2,500-person strong Twitter help force.Members of the Geek Squad and corporate employees staff Best Buy’s @twelpforce account, fielding questions from consumers using an @reply to the customer. Best Buy has employees tag their tweets with #twelpforce, sending the answer through the @twelpforce account and allowing anyone searching the feed to find topics of interest.According to Twitter101 CaseStudies, the Twelpforce has provided over 19,500 answers to customer inquiries, over 2,500 Best Buy employees have signed up to answer questions, and complaints to Best Buy were reduced by 20% in the first year of the Twelpforce program.
  • 0936 And to summarize: Social Media can be used to improve communication, brand exposure, traffic to site, but also SEO.And remember importance of SEO with links….
  • 0937 Imentioned earlier that Organizations are also conversations…How about then using social to empower staff…For close connections; people we know, e.g. using a wiki to discuss and agree upon somethingFor lose connections; people we don’t know, e.g. using a social network to learn from others via activity walls, enterprise Q&A, etc.
  • 9:38When we ask our members:“I expect to use the same type of networking tools with my business colleagues as I do with my friends and family.”Network building with known and unknown business colleagues.Finding expertise, people and networksResearch / feedback from wider stakeholder groups
  • 9:39 Take two examples from the US military and intelligence communityIntellipedia: Instead of several intelligence agencies producing reports and creating silos – publish instead all to a wikiCompany Command: Allow people managing combat units to learn from eachother – and keep their soldiers effective, but safePentagon wanted first to close down this – then realized there was a need for this.
  • 9:45 Ok. Lets now address the state of Enterprise 2.0 in 2011 and into next yearThis year has been about demonstrating benefits By integrating it into business processesBy documenting use cases and business benefitsRemember: You often don’t get benefits without integrating social into a business process
  • 9:46 Executives are starting to realize that customers and employees have more power than ever before. Mobile, social, video, and cloud technologies give individuals tremendous access to information and resources. To succeed in an era of empowered customers, you must empower employees to solve customer and business problems. First, build bridges to your marketing and customer service teams to help these teams scale up new customer solutions. Then give employees the safety net and permission to be your greatest source of innovation and breakthrough ideas. You have an opportunity to reinvent yourself and the role of IT to become the chief technology advisor and enabler of empowered initiatives. Seize the opportunity
  • 9:47 Constellation Group did a good job the last year documenting use cases for Enterprise 2.0.They just publish 43 use cases on their blog - Both for internal collaboration and external engagement
  • 9:49 But what are the benefits that organizations get from the use of social technologies and principles?McKinsey and Company have done some excellent research into this… From their latest report;“A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers. We call this new kind of company the networked enterprise.”This is the benefits that McKinsey identified…The orange shows how many people reported this benefitThe gray shows how much they benefited from thisTop benefits- Find knowledge and expertise, but also break down information silosRemember Close Couplings vs Loose CouplingsLet me share three use cases and reported benefits…
  • 9:54 Lets now change gear and address how Social impacts Enterprise IT….
  • 9:56 We have the recent years seen a growing concern about Enterprise Software…Forrester survey of 111 enterprise process or application execsHigh cost of ownership = 91%Difficult upgrades = 87%Apps don’t match business requirements = 80%Inflexibility limits process change = 75%+ LONG IMPL CYCLES!Why can’t just the enterprise provide an App store for me? It don’t have to be all integrated – just single sign-onAnd apps that are not adopted are replaced…
  • 9:58 And from all this; A new set of of IT requirementsFrom blogger Laurence Hart: When visiting a local company last month, I was given a glimpse of their requirements for their new Knowledge Services Framework vision and requirements. It was inspiring and incredible. They had mapped all the functions that they perform, identified existing systems that matched, and then had measured each of them to the following vision.And regarding deployment:Need an iterative approach, agile development3 months cycles, not 12-24Release early and oftenDriven by user feedbackFor example: GoogleBureaucracy has increased when growing to 20,000+ staffEach year staff can suggest ideas of reducing bureaucracy Two criteria's:Impact manyPossible to implement in 60 days.
  • 9:59As an example at the end; US Federal Government…And one of the results: - The APP store for the government…. And the App store for the enterprise is just around the corner.
  • 10:00 Ok. Let me also say a few things about required governanceHow do we control corporate information…Remember that in 2011 still more than 40% of organizations ban staff from accessing external social media from the workplace…
  • 10:01 Remember that System of Engagement does not replaces System of RecordInformation that has business and legal value for an organization needs to be be managedYou need bothYou need them integrated, e.g. social collaboration on top of an electronic archive with auto-classification of conversations and content
  • 10:02The worries about social media within an enterprise are according to Symantec:Risk of sharing too much information 46%Loss of confidential information 41%Damaged brand 40%Risk of litigation 37%And considered remedies:87% Social Media Policy86% Employ training85% Capturing confidential data
  • 1003What about risks?In the US things started to change a few years ago…The National Defense University published in 2009 a report addressing Social Software and National Security addressing the pros and cons – and recommending that the benefits outweigh the risksThis and Obama’s push for improved citizen participation, collaboratioon and transparency helped increase the adoption even more
  • 10:03 And regarding risks; the Fed CIO Council published in either 2009 or 2010 their first ever guidelines for use of social media…Policy ControlThe safe use of social media is fundamentally a behavioral issue, not a technology issue. Acquisition Controls Ensure some level of risk management, mitigation, and acceptance of residual risk.Training ControlsProvide periodic awareness and training of policy, guidance, and best practices Network ControlsUse technologies to secure a department’s infrastructureHost Controls Just as important to securing the network is securing the host.
  • 10:04There has since then been a lot of work on policies and procedures – and many are willing to share this to get people to learn…
  • 10:05 Take IBM: Here is a copy of their social media guidelines…Another example:Zappos is a $1b clothing and shoe retailer – and their Twitter policy is only 7 words:Be real and use your best judgment.
  • 10:06 Here is another approach…The US Air Force’s Rules of Engagement for BloggingThis has since then been updated…
  • 1006-“You will lose control – Get used to it!”JP Rangaswami – CTO, BT at Enterprise 2.0As a result of these trends, the focus of technology innovation in your company has shifted. Your job is not to stop this activity — unless order and rigidity are more important to your company than competing in the empowered era. Instead, you must shift your mindset for a world where technology projects can come from anywhere, and IT is a keyadvisor, not manager, on those projects.
  • 1007 Once social business processes are in place, they should be actively managed and reviewed to ensure that the organization is realizing the expected benefits.This includes but is not limited to monitoring the tools in real time, identifying and measuring specific metrics, and training users on new or evolving tools and processes.- Governance - Time to rethink- People: Trust, not control- Records: Paper principles may need to be thrown out the windowQ: How do you deal with electronic records from social media like Facebook, Twitter, YouTube, etc? Answer; No best practices yet…- Are your blacksmiths responsible for maintaining your car?- Call Zuckerberg to discuss retention of your FB records?Policies and guidelinesRestrictions on tools and contentInternal monitoringRecords managementLegal issues
  • 10:08 At the end: Let me share some strategies for success…
  • 10:09 The advice in the best selling book Groundswell are still valid….Start by asking yourself the following 4 questions;1. PEOPLEWhat are your customers or staff ready for? What is their problem or goals? How can you help them?2. OBJECTIVESWhat are your goals? If external: Listen, energizing, tapping the community for R&D?3.STRATEGYHow do you want relationships with your customers or staff to change? Help carry messages to other, become more engages in your company?4. TECHNOLOGY What applications should be build? After having decided 1,2,3…
  • 10:101. Figure out what your customers/staff are ready for…
  • 10:11And what do you want to get out of social technologies ? For example; if for external engagement: Is it…Research – ListeningMarketing – TalkingSales – EnergizingSupport – SupportingDevelopment – Embracing
  • 10:12 Malcolm Gladwell identifies three types of social networkers in his book ‘The Tipping Point’, and the below infographics expands on Malcolm notions.Malcolm defines:Mavens love to gather knowledge and pass it onConnectors seem to know everyone, and they can also connect different networksAnd Salesmen are great persuaders and ambassadorsAnother way of looking at it…What type of people do you find in an online community?Producers = creates contentCommenters and Conversationalists = discusses it / improves itConnectors = connect their network with your networkYou need to get the relevant types involved depending on your objective.
  • 10:13 And then the least important: Selecting the right social software…
  • 10:14 Lets end by giving you a tips;Social media is ever changing – you have to learn fast and fail fast.Check out the AIIM Social Business roadmap for a formal framework for evaluating and implementing social processes and technologies both inside and outside the firewall
  • 10:15 Thank you.
  • Benefits and Risks of Social Technologies

    1. 1. Benefits and Risks of Social Technologies?<br />AtleSkjekkeland<br />AIIM Vice President<br />@skjekkeland<br />
    2. 2.
    3. 3. What is Social Business?<br />
    4. 4. Everything is Social<br />Cluetrain Manifesto – updated:<br />Markets [and organizations] are conversations.<br />
    5. 5. Using Social to Engage Customers?<br />
    6. 6.
    7. 7.
    8. 8. Why should you care?<br />BECAUSE 57% FEEL BETTER SERVED BY COMPANIES THAT CONNECT WITH THEM VIA SOCIAL MEDIA.<br /> Source: 2008 Cone Business in Social Media Study<br />
    9. 9. Role of Social Media<br />Good<br />Good<br />OK<br />Good<br />Good<br />OK<br />Good<br />OK<br />Bad<br />Good<br />Good<br />OK<br />Good<br />OK<br />Good<br />Source: CMO<br />
    10. 10. Using Social to Empower Staff?<br />Social Networking<br />Wiki<br />Blogs<br />Micro-blogging<br />Instant Messenger<br />RSS <br />Video calls<br />
    11. 11. “I expect to use the same type of networking tools with my business colleagues as I do with my friends and family.”<br />18-30<br />47%<br />31-45<br />37%<br />>45<br />31%<br />Source: AIIM<br />
    12. 12. Source: John Newton, Alfresco<br />
    13. 13. 13<br />Business benefits?<br />13<br />IBM Confidential<br />
    14. 14. Integration into business processes<br />Source: Forrester<br />
    15. 15.<br />
    16. 16. Source:<br />
    17. 17. Use Case: Enterprise Q&A <br /> Do answers to questions generally come from expected or unexpected sources?<br />N=90 Q&A users , excl. 22 Don’t Knows<br />
    18. 18. Use Case: Innovation<br />Our open innovation platform has been successful at: (Check all that apply)<br />N=84 Innovation users <br />
    19. 19. Use Case: Sales & Marketing Collaboration<br />Before/after the social infrastructure was in place, how well did/do the Sales and Marketing staff:<br />% of Organizations “Fairly Well” or “Very Well”<br />N=58 users, “Fairly Well” + “Very Well” <br />
    20. 20. Issues<br /> What would you say are the THREE biggest issues you’ve found with social business/E2.0 applications in your organization?<br />N=398, 10+ emps<br />
    21. 21. How to implement?<br />
    22. 22. What’s wrong with enterprise IT?<br />
    23. 23. A New Set of Requirements…<br />leverage consumer applications proven to augment existing work processes<br />specifically targeted to business requirements and opportunities<br />access with only a browser and an internet connection<br />no reliance on proprietary systems or technology<br />development based on open industry standards<br />built upon a semantic web framework<br />embraces and enables BYOC model<br />no operating system dependency<br />provides web service capabilities<br />tuned options for mobile devices<br />no browser dependency<br />no net cost increase<br />no desktop footprint<br />100% cloud ready<br />Source:<br />
    24. 24. US Federal Government <br />Source:<br />
    25. 25. Required Governance?<br />
    26. 26. Systems of Engagement<br />Systems of Record<br />
    27. 27. Considered remedies:<br />87% Social Media Policy<br />86% Employ training<br />85% Capturing confidential data<br />85% Data loss prevention<br />84% Data management technology<br />82% Archive sensitive info<br />Source: Symantec<br />
    28. 28.
    29. 29. Spear Phishing is an attack targeting a specific user or group of users, and attempts to deceive the user into performing an action that launches an attack, such as opening a document or clicking a link<br />The second concern regarding social media use by federal employees is Social Engineering, which relies on exploiting the human element of trust<br />Advances in web applicationtechnologies allow attackers to use new techniques against social media websites not previously possible in email. <br />
    30. 30. Policies and Procedures<br />
    31. 31.
    32. 32. The US Air Force’s Rules of Engagement for Blogging<br />
    33. 33. “You will lose control – Get used to it!”JP Rangaswami – Chief Scientist, Salesforce<br />Inside the Enterprise<br />Outside the Firewall<br />Good Heavens!<br />Put that Tweet in a System of Record!<br />Chill Seymour!<br />We don’t need you anyway!<br />IT<br />Users<br />Source: John Newton, Alfresco<br />
    34. 34. Governance Framework<br />1. Prevent<br /><ul><li> Risk assessments
    35. 35. Training
    36. 36. Policies & procedures
    37. 37. Executive commitment</li></ul>3. Respond<br /><ul><li> Investigation
    38. 38. Communication
    39. 39. Improvements
    40. 40. Employee discipline</li></ul>2. Detect<br /><ul><li> Audit
    41. 41. Ombudsman
    42. 42. Monitoring</li></li></ul><li>Strategies for Success?<br />
    43. 43. Creating a Groundswell Strategy<br />What are your customers [or staff] ready for?<br />What are your goals?<br />How do you want relationships with your customers [or staff] to change?<br />What applications should be build?<br />
    44. 44.
    45. 45.
    46. 46. Source:<br />
    47. 47. Selecting the right social software<br />Source:’s-musings-a-working-vendor-landscape-for-social-business/<br />
    48. 48. How to get started?<br /><br />
    49. 49. Plan the Future – Get Educated!<br />Online, Public and Private Classes Available.Visit<br />Email: <br />
    50. 50. Thank You!<br />Atle Skjekkeland<br />Vice President<br />AIIM<br />Email:<br />Twitter: Skjekkeland<br />