20111206 AIIM Cornhusker Social Media Governance


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This webinar delivered to the AIIM Cornhusker chapter describes key considerations for social media governance in

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  • During my professional lifetime, I have seen at least 4 major enterprise IT transformations, and they seem to be occurring with increasing acceleration. When I first came into the workforce, the enterprise IT norm was centered on mainframe computers focused on batch-processed financial applications. This was the era of Burroughs and Univac and NCR and Control Data and Honeywell. This era was soon eclipsed by the rise of minicomputers.Minis were themselves eclipsed by the PC revolution, stitched together in Local Area Networks. Steroids in the form of the internet changed everything about how we connected PCs together distributed documents and information around our organizations. And then along came Google and our expectations about enterprise IT and simplicity of use morphed once again.
  • Conversations, not documents. Both inside and outside the firewall.Outside the firewall...1,330 years worth of time spent every day on Facebook ; 800M Facebook users, 50% log in on any day, 250M photos uploaded per dayChart - 360 degrees of digital influence. Inside the firewall...38% have an enterprise strategy; 18% coordinated. 21% nothing, 6% actively discourage, 24% ad hoc27% consider social inside the firewall as an "infrastructure" investment not requiring a business case.
  • What exactly is mobile anymore? Blurring of lines with growth of devices and variety of uses.Think of mobile as a canvass that is always with you upon which you can create content, you can consume content, and you can interact with content (I.e., processes)Massive growth in mobile subscribers from 719M in 2000 (60% in developed world) to 5.6M today (70% in the developing world)Huge smart phone upside - only 835M out of 5.6MAccelerating rate of adoption - e.g. iPods to iPhones to iPads - and android faster than iPhone. % of total traffic from mobile = 60% Pandora, 55% Twitter, 33% Facebookq4:10 - smartphones + tablets > notebooks + desktopsQ2:10 - Windows operating systems < 50% of Internet enabled devicesMobile is the only access point for 1/3 of Internet usersWhat exactly is mobile anymore? Blurring of lines with growth of devices and variety of uses.Think of mobile as a canvass that is always with you upon which you can create content, you can consume content, and you can interact with content (I.e., processes)
  • Moving into mainstream
  • The challenges here are enormous. Expectations of Enterprise IT are rising. The business, still reeling from the crash of 2008, is questioning the rigidity and cost of legacy systems. 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.
  • Prepare for discovery. This means having the same type of data map you have in place inside the organization, but with listings of all the services you use, the accounts used there, etc. At a minimum you should list any official use of services and official accounts. It also means understanding the process for getting at that information in the event of litigation, FOIA request, etc. The time to put that process in place is before the subpoena is received. For hosted tools, such as FB or Twitter, it may mean taking periodic snapshots of what is posted to them. Right now there aren’t a lot of tools that do this; one way that can be effective is to capture the RSS feeds generated by these tools. As updates are made, they are published through the RSS feed, which can be saved locally. It might also require working with the third-party vendor in the event that some information or some updates are not available through RSS – for example, web-based email. It’s also important to note that at least for commercial solutions there is very little ability to put or enforce legal holds or to prevent a user from deleting an account, at least without a subpoena and without doing it before the user knows to delete it. [twitter]Prepare for discovery in advance, including listing official use of services and accounts.[/twitter]
  • As we just noted, the records management or communications policies (or both) should address the use of these tools. We’ll look at some examples of policies over the next few slides. At a minimum, the policy should address: Identity, relationship, and transparency – is the account official or unofficial?Security, confidentiality, and sensitive informationComments and responses to commentsResponding to others’ posts on commercial sitesAccuracy and ethicsMonitoring and auditing[twitter]Address these tools in the records or communications policies (or both). [/twitter]
  • Finally, there are enterprise versions of every Web 2.0 application. These enterprise versions are often available to be hosted inside the firewall, meaning that security is much more robust. Access can be secured to them much more effectively. They can be integrated into the organization’s identity infrastructure – whether Active Directory or something else – such that any change, post, comment, edit, update, etc. can all be tracked and, more importantly, tracked to a specific named user. No anonymous postings here. Of course, you have to pay for an enterprise version, but what you’re really paying for is a level of peace of mind. And you still get many of the same benefits – ease of use, familiarity with the type of tool, rapid and agile collaboration across geographical and time boundaries, etc. You’re just getting a more secure and robust version of it. [twitter]Consider implementing enterprise versions. FB is FB, but internal tools might be more appropriate.[/twitter]
  • At this point I’d be pleased to entertain your questions.
  • 20111206 AIIM Cornhusker Social Media Governance

    1. 1. Jesse Wilkins, CRM, Information Certified AIIM Cornhusker Chapter Meeting December 6, 2011
    2. 2. "Despite the euphoria of Internet enthusiastsand the hyped-up selling palaver of some webservices providers, we remain uncertain as tothe long-run substantive benefits the Internetwill bring to businesses and to individualusers.…until the webmeisters persuade usotherwise, well hang on to our CDs andfloppies, along with the aperture cards andother imaging artifacts that have served ourcorporate and personal purposes so cost-effectively in the past."
    3. 3. Systems of Record.© AIIM | All rights reserved
    4. 4. Era Mainframe Mini PC Internet ??? Systems of Record 1960- 1975- 1992- 2001- 2010- Years 1975 1992 2001 2009 2015 Typical A batch A dept A A web thing transacti ??? process document pagemanaged on Best Digital known IBM Equipme Microsoft Google ???company ntContent Image Doc Content mgmt Microfilm ??? Mgmt Mgmt Mgmt focus
    5. 5. A technology inflection point. Page  5
    6. 6. Social everywhere.http://www.flickr.com/photos/mymollypop/2645589819
    7. 7.  Outside the firewall… ◦ 1,330 years worth of time spent every day on Facebook. ◦ 800M Facebook users. ◦ 50% log in on any day. ◦ 250M photos uploaded per day.◦ Inside the firewall (per AIIM Industry Watch)… ◦ Only 38% have an enterprise social strategy. ◦ But 27% now view social as infrastructure.
    8. 8. Mobile everywhere.http://www.flickr.com/photos/scottvanderchijs/4912947547
    9. 9.  Explosive growth ◦ Mobile subscribers have grown from 719M in 2000 (60% in developed world) to 5.6 billion today (70% in the developing world). ◦ Only 835M out of 5.6 billion devices are smartphones. Inflection Points ◦ q2:10 - Windows operating systems < 50% of Internet enabled devices. ◦ q4:10 - smartphones + tablets > notebooks + desktops.
    10. 10.  Legacy Discontinuity (per AIIM, Making the Most of Mobile – Content on the Move) ◦ 94% have deployed mobile access to email, but < 30% have mobile access to enterprise systems -- ECM, CRM, ERP. ◦ 37% have no mobile ECM access; a further 30% rely on conventional web interface. ◦ Only 47% allow personal devices to access company data, but most in a policy void.
    11. 11. “…fully networkedenterprises are not onlymore likely to be marketleaders or to be gainingmarket share but also usemanagement practices thatlead to margins higher thanthose of companies usingthe Web in more limitedways…”
    12. 12. By the end of 2013, half of allcompanies will have been askedto produce material from socialmedia websites for e-discovery. Source: “Social Media Governance: An Ounce ofPrevention”, Gartner
    13. 13. Records, meet engagement.© AIIM | All rights reserved
    14. 14. Systems of Engagement Social and Era Mainframe Mini PC Internet Cloud Systems of Record 1960- 1975- 1992- 2001- 2010- Years 1975 1992 2001 2009 2015 Typical A batch An A dept A A web thing transacti interacti process document pagemanaged on on Best Digital known IBM Equipme Microsoft Google Facebookcompany ntContent Social Image Doc Content mgmt Microfilm Business Mgmt Mgmt Mgmt focus Systems
    15. 15. Is a Facebook “like” a record?
    16. 16.  Blog post ◦ Comments? ◦ Updates? Individual Tweet ◦ Links and shortened URLS? Wiki article ◦ The article? ◦ Its changes over time? It depends…. Prepare for production
    17. 17.  Commercial and hosted sites store information outside the firewall ◦ Little control over how it is stored ◦ Little control over how long it is stored ◦ Geographic and jurisdictional issues First step is to save content locally
    18. 18. Take a screenshot of content
    19. 19.  Archive selected items locally ◦ Use search queries and monitoring Store locally using search queries or RSS
    20. 20. Store locally using built-in tools
    21. 21. Store locally using third-party service
    22. 22. Store locally using APIs
    23. 23.  Use Word or Notepad to draft content updates and save *that*
    24. 24. • And many others
    25. 25.  2-day instructor-led or online course Includes: ◦ Specific governance elements for Facebook, Twitter, other social business tools ◦ Commercial vs. enterprise social technologies ◦ Capturing and managing social content Some courses live now, entire program live by Dec 2011 http://www.aiim.org/Training/Essential%20Tr aining/Social-Media/Course%20Descriptions
    26. 26. PROFESSIONAL CERTIFICATION covering the broad based body of knowledge that every information professional needs to understand. www.aiim.org/certification Enterprise search, Business intelligence, Master Access/ Use data management, Text analytics Information capture, BPM, KM, Email Capture/Manage management, Content management Collaboration, Social media, Info workplace, IM,Collaborate/Deliver Telecommuting support, Web conferencing Security, RM, Data privacy, DRM, Archiving, Secure/Preserve eDiscovery Info architecture, Technical architecture, CloudArchitecture/Systems computing, Mobile apps, Websites and portals Strategic planning, Building business case, Impl Plan/Implement planning, Req def, Solution design, Change mgmt
    27. 27. Jesse Wilkins, CRM, Information Certified, ermmDirector, Systems of EngagementAIIM International +1 (303) 574-0749 direct jwilkins@aiim.org http://www.twitter.com/jessewilkins http://www.linkedin.com/in/jessewilkins http://www.facebook.com/jessewilkins http://www.slideshare.net/jessewilkins http://www.govloop.com/profile/jessewilkins