Social Business Roadmap


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This presentation provides you with a roadmap for improving collaboration, innovation and citizen participation. It leverages innovation from the masses and the use of social technologies to connect staff and citizens.

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  • 15:15-16:15Roadmap for Improving Collaboration, Innovation and Citizen ParticipationFocus on opportunities of introducing new technologies – special focus on SOCIAL MEDIA and INNOVATION FROM THE MASSES / LEVERAGE CONSUMER ITMake it interactiveQUESTIONS (Icebreakers/introductions);How many work in the IT dept?Name/Job/Background?
  • 1516 AIIM is a non-profit industry association with approx 65,000 community members. Started in 1943 and members in approx 150 countriesProvidesTRAINING – 7 Certificate programs with 17000 students the last 4 years. Latest program is SharePoint Certificate Program – best practices how to use SharePoint to share and manage informationRESEARCH – monthly new free researchSTANDARDS – Moreq2, PDF, PDF/AEDUCATION – weekly free webinars
  • 1517 Have the last few years seen a lot of changes in the industry…Started a task force to discuss the past and draw a roadmap for the future of content management. The meetings were led by Geoffrey Moore, author many technology books and publications, most notably Crossing the Chasm and Inside the Tornado. The report is available for free from we have now contracted with Andrew McAfee to lead the next phase of this project focusing on use cases.
  • 1518We have spent the past several decades of IT investment focused on deploying 'systems of record.'  Transaction systems for global commerce . . . Financials, Order Processing, Inventory, HR, CRM, Supply Chain . . .Mainframes, minis, client-server, PC, Internet-enabled, SaaSDrove three decades of investmentData centers everywhereDatabases, OLTP, reporting and analyticsNetwork as a transport mechanismThese systems accomplished two important things: First, they centralized, standardized, and automated business transactions on a global basis, thereby better enabling world trade.  Second, they gave top management a global view of the state of the business, thereby better enabling global business management.   Spending on the Enterprise Content Management technologies that are at the core of Systems of Record will continue -- and will actually expand as these solutions become more available and relevant to small and mid-sized organizations
  • 1519In prior decades, new systems were introduced at the very high end of the economic spectrum, typically within large public agencies and Fortune 500 companies. Over time these systems trickled down to smaller businesses, and then to home office applications, and finally to consumers, students and even children.
  • 1520 - But 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!The staggering intensity of dissatisfaction, coupled with the idea that enterprise software is a not just an IT concern but a real business problem, doesn't just beg the question—it screams the question: What, then, is enterprise software actually doing well right now? (Thomas Waigum, CIO, March 4, 2010)
  • 1521- In reality: many organizations put Enterprise IT on hold in the early 2000, while Consumer IT went on fire. According to Gartner, in absolute dollars, most organizations spend less today on IT than they did in 2008. Gartner believes that through 2015 a recession-era mentality of paying for future investments from the cost savings obtained from existing IT operations will prevail.Forrester; More than half of US employees say they have better technology at home than at work, 37% of US information workers are solving your customer and business problems using technology that they master first at home and then bring to work.
  • 1522 – AccessStarted with search engines…Now…Infinite content, no barriers to entry, no barriers to exitCommunications are any-to-many-to-oneSocial networks, blogs, Skype, TwitterSocial technologies connect people and giver their opinions and connections tremendous reach.Hitwise reported earlier this year that Facebook has now more traffic than Google
  • 1523 - Broadband (think platform)Pictures and video are the killer appsNewspapers and magazines are toastTV and radio are being reengineered even as we speakCloud computing services are the delivery platform for thousands of new products and services. These services are available to anybody for free or with a small fee. Facebook: Picture shows my daughter Isabelle with her pet Bob the Fly…. And his funeral….
  • 1524 - MobilePC for the emerging marketsiPhone sets the bar in mature marketsTexting, camera, location-based servicesSmart mobile technologies put the power of information directly into your customers’ and employees’ hands. Apps are the new currency as the mobile industry competes to put evermore valuable data into peoples’ hands. Apple has 250,000 iPhone apps and counting.
  • 1526 Over the past decade, there has been a fundamental change in the axis of IT innovation. Now it is consumers, students and children who are leading the way, with early adopting adults and nimble small to medium size businesses following, and it is the larger institutions who are, frankly, the laggards.QUESTION 1: What problems does this create for an IT department?QUESTION 2: What opportunities does this generate?
  • 1527 The days of the GESTAPO IT dept are numbered… HP, Oracle, etc; Buy whatever laptop you want according to the guidelines. Local provider and support.Oracle: approx 2000 staff for every IT support person
  • 1528 The challenges here are enormous. Expectations of Enterprise IT are rising. The focus of IT is changing from a traditional focus on standardizing and automating back-end manual processes – a focus on CONTROL – to a focus on empowering and connecting knowledge workers and improving knowledge worker productivity and innovation. in the world of Systems of Engagement – no one on the user side cares about any of this. However, because these systems are being used by enterprises, they will inevitably be subject to the same legal and social restrictions as traditional enterprise content, and therein lies the rub. Today that rub is significantly limiting endorsement and adoption of consumer-style communication and collaboration facilities around the world, and it will continue to do so until the content management industry and its customers develop protocols and policies to address its issues.
  • 1533 Using social media to engage citizens?Examples:Digital Media Outreach – video, podcasts, etc.Multi-channel Interactions to Enhance Customer Ease of Use – smart phones, tablets, etcSocial Media Engagement - More Dialogues & Insights – use social media for customer communication, brand exposure, SEO and web trafficSystems of Engagement/ Systems of Record Integration for Enhanced ExperienceMetadata Enablement to Improve Hit Rate on Offers – recommendations, extensions, etc.QUESTION: Anybody willing to share any case studies or ideas?
  • 1534- And people often talk about you 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….
  • 1535- When you provide groundswell customer service, you will convert naysayers into advocates (from customers to ambassadors).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, andcomplaints to Best Buy were reduced by 20% in the first year of the Twelpforce program.Here’s Best Buy’s policy. There is a little more to it, but fundamentally this is it. And while it doesn’t cover records management, compliance, etc., if your employees embrace it (and are trained on how it applies) it will cover the vast majority of issues found in much more detailed policies. - Be smart.- Be respectful.- Be human.
  • 1537 What about risks?QUESTION: Who bans staff from accessing social media during working hours?Benefits outweigh the risksNotimpl social software may reduce org capabilities over time…Will address Governance a bit later…
  • 1536-“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.
  • 1538 Using social media to engage staffExamples:Improve Employee Productivity - Use collaborative media such as audio, video, and web conferencing recordings to capture meeting proceedings and allow absent employees to keep up to speedAddress Complex Issues Collaboratively - Use social media for open dialogues (communities, blogs, wikis, etc.) for communication & collaboration while simultaneously leveraging structured data (e.g., account information, entitlements, etc.)Keep Collaborators Connected For Faster Decision Making - Enable multi-channel communications (mobile, web, IM, etc.) anytime, anywhere, or any device, to reduce time to respond & decision-making cycle timeMine Community Content to Extract Insights to Enhance the Business - Filter emergent information from open dialogues and capture into structured information that can be used to better target customers and improve customer satisfactionPre-fetch Information for Faster Time to Resolution - Monitor user context to determine information needs and proactively present information at the time of needQUESTION 1: Anybody willing to share any case studies or ideas?QUESTION 2: What the requirements to succeed (staff see benefit for them, part of process, etc)?
  • 1539 - “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
  • 1540“I believe that the ‘wisdom of the crowds’ improves information quality Using social networks to surface good ideasSocial filtering and iteration of selected ideasWisdom of crowds applied to internal marketsTwo-way communication, not just broadcast
  • 1541 The roadmap provide organizations with a formal framework for evaluating and implementing social processes and technologies both inside and outside the firewallNot for just implementing a social technology, but benefiting from social processes and technologiesLeverage innovation from the massesMake it lean and agile; Fail fastRoadmap developed based on outcomes of Moore project and research the last 3 years from our 65,000 community membersQUESTION: What is necessary to achieve innovation from the masses (Empowerment covered on next slide)?
  • 1542: Question: What are the prerequisites for Social Business?0. Empowerment: personal projects, measure outcomes, freedom to experiment- Transparency requires that the organization move from a culture of knowledge hoarding to one of knowledge sharing.- Trust requires that the organization trust its users to do what is right, while supporting them with the training and governance required for them to be accountable for that trust.- And technology requires willingness to allow employees to experiment with new tools and processes, trusting that they will not abuse them and permitting them to “fail fast.”
  • 1543 How do you identify and set a Strategy? Answer: Need proof of concept1. Emergence (or Concepts/Skunkworks): Biz and IT innovation from the massesIn this step the organization is not using social technologies in any formal or organized way. Instead, individuals or small groups within the organization are experimenting with social technologies to determine whether there is business value to them.- 1.1 Encourage innovation- 1.2 Find external reference examples- 1.3 PrototypeQUESTION 1: Anybody has additional factors or tasks that will encourage Emergence (Innovation from the masses)?QUESTION 2: How important is it to show ROI?
  • 1544 One of the most famous cases studies of Emergence is the beginning of Intellipedia. Now this has led to an entire suite of collaborative tools behind the firewall. Led by champions Don Burke, Sean Dennehy, and Andrea Baker of the Intellipedia Development cell. Social Business tools were brought in for testing in quick and short pilots: urls were shared with test users and programs either stuck or failed-fast. Today the tool set available to users is not as wide as it is on the open net, but it is focused based on best use cases and adoption by the internal community. Tools are inter-connected and a single sign on is available.
  • 1545: Strategy: Role of FB, not WCM. Benefits, GAP analysis, Risk Assessment (Security, Privacy)Once the organization begins to develop experience with social technologies and has identified potential business value from their use, it is important to create a framework that identifies how it expects to use these technologies, and the goals and objectives for their use.Question: What are the components of an enterprise strategy?- 2.1 Conduct an organizational assessment- 2.2 Conduct a brand assessment- 2.3 Begin the planning and project management    - Identify appropriate team members    - Identify potential resources required to proceed    - Prepare a project plan with timelines and budgets    - Identify critical success factors- 2.4 Establish an initial governance framework    - Develop the initial social media policy    - Develop initial security plans      - Develop the initial project team- 2.5 Conduct internal marketing- 2.6 Develop the social business team- 2.7 Develop the social business strategy    - Formal business case    - Risk assessment    - Culture assessment    - Process assessment- 2.8 Develop the organization-specific social business roadmap
  • 1546
  • 1547And remember importance of SEO with links….
  • 1548. Development: Intrastructure, Platform, Cloud/in-house, Configuration, Integration, UXWith the strategy in place, the organization can make informed decisions about what tools to implement, how to implement them, where to implement them, and how they will potentially scale more broadly within the organization.- 3.1 Identify desired functionality- 3.2 Identify desired deployment options- 3.3 Implement the desired solution(s)    - Determine necessary and desired capabilities    - Select the tool(s) that will provide those capabilities    - Procure the tools    - Install the tools    - Configure the tools    - Configure the administrative roles    - Conduct the pilot    - Roll out to rest of organization or groups as desired- 3.4 Develop and deliver training and support- 3.5 Integrate the solution(s) with other systemsQUESTION 1: What is the acceptable length of this phase for your organization? 60 days for Google…QUESTION 2: How important will the Cloud / SaaS be?
  • 1549
  • 1550 has social business tools to help the development of your social media presence
  • 1551 Monitoring/Listening: Viral implementationInitially the organization should spend time listening to the conversations taking place in and around a particular tool to get a sense of the nature of the tool, the content of the conversations, the target audiences, and who the leading participants are.This is perhaps more visible in externally focused processes but is important for internal ones as well.QUESTION: How do you support a viral adoption? Answer: rumors, communication, ambassadors, show people, show benefits- 4.1 Listen to internal sites and comments- 4.2 Listen to external sites and comments- 4.3 Set up queries and alerts- 4.4 Empower community managers
  • 1553. Participation: Getting all relevant people to get involvedOnce the organization has done some listening it will be able to participate more meaningfully and should begin doing so according to what it has learned about the target market and the nature of the conversations on the various tools.QUESTION: How do you get all relevant people involved? Answer: Demonstrate benefits, carrot/stick, etc.- 5.1 Seed content into the tools5.2 Ensure consistent messaging across platformsAnd split this step into stages; e.g first get people to register
  • 1555 Media account manager was lucky enough to have seen this post only 5 minutes after it had been posted. Because the Facebook post was fairly recent, I decided to call someone at Toyota of Des Moines. I wanted to see if they could find the displeased customer before she left the dealership, in hopes that they could try to work through the issue with her in person. As luck would have it, the customer was still at the dealership at the time that I called to inform them of the post. They were able to talk with her, to let her know that they saw her Facebook post, and that they wanted to work through the issue with her. 
  • 1557. Engagement: Getting people to produce, not only consumeThe goal is for participation to move to engagement – from speaking at or to customers to engaging with them.This means creating processes to respond to issues, both internally and externally, and ensuring that communications are clear, accurate, and authentic.- 6.1 Evolve the technology and communication- 6.2 Evolve the cultureMove from listening and broadcasting to engagementPlan for engagementTriage for comments, external mentionsEngagement on public, commercial, and third-party sitesAuthenticity and personality important
  • 1559 CNN iReporter’s iReport assignment desk is an example of community evolution of technology and communication. Eachday and throughout the day as news breaks, the editors of the iReport page put up assignments to the citizenjournalists to help get real and participatory news live from wherever in the world it is happening. They haveembraced the evolution of technology by asking for submissions as the technology evolves and connecting itwith social media through hashtags on Twitter.This creates additional conversation around not only contributions, but the delivery medium itself. Those noteven connected to CNN are able to participate in the conversation because it is being held at the widest possibledistribution point or audience, out in the open on social media streams.
  • 1601
  • 1603. Governance (comes earlier, but finalized in step) Ensure/Prevent, Detect, RespondOnce 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?- ARMA: Call Zuckerberg to discuss retention of your FB records?Policies and guidelinesRestrictions on tools and contentInternal monitoringRecords managementLegal issues
  • 1604
  • 1605Risks….
  • 1606 How to address this…
  • 1607
  • 1609 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. Here’s a very succinct Twitter policy from a blog by an HR-focused law firm, “Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.””
  • 1610
  • 1611Official vs. unofficial includesDisclaimers (this is or is not official; disclaimer of responsibility if it isn’t)Also includes a link to his social media policy
  • 1612. Optimization: Education and Management, Monitoring and MeasurementThis step describes the process for developing an effective governance framework for social business processes. Some of the steps are specific to certain tools or capabilities, while others are more broadly applicable, such as an acceptable usage policy.- 8.1 Management tasks- 8.2 Monitor the tools and processes- 8.3 Measure and analyze social processes and usage- 8.4 Continue to educate users and management
  • 1611 NASA is quite well known as a player of Social Business tools for engagement within their internal and external communities. Now they open up improving the future of their social business and overall mission with the public in an open source manner. are also sharing their information publicly surrounding the event
  • 1613Remember the date: September 8thNew Virtual Event focused on social business use cases.Speakers incl Andrew McAfee, David Weinberger, Debra Logan, etc.And remember to check out the Moore report: remember to check out the roadmap: you for your time.
  • Social Business Roadmap

    1. 1. Roadmap for Improving Collaboration, Innovation and Citizen Participation<br />AtleSkjekkeland, Vice President, AIIM<br />Connect@ <br /><br /><br /><br />
    2. 2.<br />
    3. 3. Geoffrey Moore and the AIIM Task Force<br /><br />Pictures courtesy of John Newton<br />
    4. 4. Building out our core Systems of Record<br />Systems of Record<br />Command and control<br />Transaction-oriented<br />Data-centric<br />User learns system<br />Security is key issue<br />Source = AIIM and TCG Advisors<br />
    5. 5. The flow of IT innovation during the past two decades<br />
    6. 6. What’s wrong with enterprise IT?<br />
    7. 7. You Say You Want a Revolution<br />Consumer IT<br />On Fire<br />Enterprise IT<br />On Hold<br />Source = AIIM and TCG Advisors<br />
    8. 8. Access<br />Infinite content, no barriers to entry, no barriers to exit<br />Communications are any-to-many-to-one<br />Social networks, blogs, Skype, Twitter<br />Source = AIIM and TCG Advisors<br />
    9. 9. Broadband<br />Pictures and video are the killer apps<br />Newspapers and magazines are toast<br />TV and radio are being reengineered even as we speak<br />Source = AIIM and TCG Advisors<br />
    10. 10. Mobile<br />PC for the emerging markets<br />iPhone sets the bar in mature markets<br />Texting, camera, location-based services<br />
    11. 11. The flow of IT innovation over the past 5 years…<br />
    12. 12. Enterprise<br />Apps<br />Server<br />Architecture<br />Devices<br />Operating<br />System<br />Knowledge<br />Worker<br />Apps<br />Original slide concept from Cisco<br />
    13. 13. Systems of Engagement<br />Systems of Record<br />
    14. 14. Using Social Media to Engage Citizens?<br />
    15. 15.
    16. 16. 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 />
    17. 17.
    18. 18. “You will lose control – Get used to it!”JP Rangaswami – CTO, BT at Enterprise 2.0<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 />
    19. 19. Using Social Media to Engage Staff?<br />Social Networking<br />Wiki<br />Blog<br />Instant Messangar<br />RSS <br />Video calls<br />
    20. 20. “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 />
    21. 21. “I believe that the ‘wisdom of the crowds’ improves information quality ”<br />18-30<br />57%<br />31-45<br />49%<br />>45<br />33%<br />Source: AIIM<br />
    22. 22. AIIM Social Business Roadmap<br />Download at<br />
    23. 23. 0. Empowerment<br />Not a step in the roadmap, but necessary precursor to successful social business initiatives. <br />Transparency<br />Trust<br />Technology<br />
    24. 24. 1. Emergence<br />Experimental use of technologies<br />Proof of concept<br />
    25. 25. Emergence (continues)<br />
    26. 26. 2. Strategy<br />Formalization of approach<br />Social business assessment<br />Planning and project management<br />Social business team<br />
    27. 27. External: US Fed Gov<br />
    28. 28. 2. Strategy (continues)<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 />Bad<br />OK<br />Bad<br />External: Role of Social Media<br />Source: CMO<br />
    29. 29. 3. Development<br />Identify desired capabilities and deployment options<br />Specific tools<br />Hosted, enterprise, commercial, mobile<br />Procure and implement tools<br />Develop and deliver training and support<br />Integration<br />Internal:<br /><ul><li>Enterprise Facebook
    30. 30. Enterprise YouTube
    31. 31. Enterprise Twitter
    32. 32. Global presence detection
    33. 33. On-demand conferencing
    34. 34. Telepresence everywhere
    35. 35. Mobile access to everything
    36. 36. Global search
    37. 37. Social content management
    38. 38. With more revolutionary applications to come . . . . </li></li></ul><li>3. Development (continues)<br />
    39. 39.<br />
    40. 40. 4. Monitoring<br />External: Monitor conversations<br />
    41. 41. 5. Participation<br />Seed content into tools<br />Use the tools!<br />Be patient<br />
    42. 42.
    43. 43. 6. Engagement<br />Move from listening and broadcasting to engagement<br />Internal: Intellipedia<br />
    44. 44. 6. Engagement (continues)<br />
    45. 45. External:<br />
    46. 46. 7. Governance<br />1. Prevent<br /><ul><li> Risk assessments
    47. 47. Training
    48. 48. Policies & procedures
    49. 49. Executive commitment</li></ul>3. Respond<br /><ul><li> Investigation
    50. 50. Communication
    51. 51. Improvements
    52. 52. Employee discipline</li></ul>2. Detect<br /><ul><li> Audit
    53. 53. Ombudsman
    54. 54. Monitoring</li></li></ul><li>
    55. 55. 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 />
    56. 56. Policy Control<br />The safe use of social media is fundamentally a behavioral issue, not a technology issue. <br />Acquisition Controls <br />Ensure some level of risk management, mitigation, and acceptance of residual risk.<br />Training Controls<br />Provide periodic awareness and training of policy, guidance, and best practices <br />Network Controls<br />Use technologies to secure a department’s infrastructure<br />Host Controls <br />Just as important to securing the network is securing the host. <br />
    57. 57. Policies and Procedures<br />
    58. 58.
    59. 59. The US Air Force’s Rules of Engagement for Blogging<br />
    60. 60.
    61. 61. 8. Optimization<br />Encourage uptake of the tools<br />Monitor efficacy of tools<br />Measure and analyze tools and processes<br />Continue to educate users and stakeholders<br />Identify changes to tools and new tools to consider<br />
    62. 62. 8. Optimization (continues)<br />
    63. 63. Emergence <br />Strategy<br />Development<br />Monitoring<br />Participation<br />Engagement<br />Governance<br />Optimization<br />How to implement Social Business?<br />Connect@...<br /><br /><br />