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How Enterprise Social Graphs Can Transform Enterprise Applications

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Presented at the "Social Media & Web Analytics Innovation" Conference, 25-26 April 2013: https://theinnovationenterprise.com/summits/social-media-web-analytics-sf/schedule

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How Enterprise Social Graphs Can Transform Enterprise Applications

  1. 1. From Software …to Social SoftwareHow Enterprise Social GraphsCan Transform Enterprise ApplicationsKapil GuptaSocial Media & Web Analytics Innovation 2013© 2013 JPMorgan Chase & Co.All rights reserved. Confidential and proprietary to JPMorgan Chase & Co.
  2. 2. Outline!  Business & Technology context!  Social Graphs!  Implications for the Enterprise!  5 Steps on the road to transformingEnterprise Applications
  3. 3. We’ve come a long way since theearly days of the internet, whichthrived on anonymityMarketing (online and offline) canbe tailored to individuals withprecision
  4. 4. Ad Targeting is just the tip of theiceberg: better insight into a person’spreferences &social contextcan help almost every functionalarea in an organization
  5. 5. Marketing to theCustomer Decision Journey:identifying influencers;empowering advocates; predictingcustomer behaviorImproving web experience andgoal attainment: productdiscovery, user communities
  6. 6. Hiring: social referrals, evaluationTalent management: identifying“connectors”, leaders, etcBusiness development: employeealumni in other companies; newhires from potential clients &competitorsOrg charts of clients, competitors
  7. 7. Even though this is a space thatdid not existjust 10 years ago,the industry landscape hasevolved quickly
  8. 8. the SocialEconomyis growingfaster thanexpected
  9. 9. CloudComputing @ScaleBig DataAnalyticsMobile&IoTGrowth in“Social” isfueled bya broaderset of techtrends
  10. 10. CEO, CMO and CIO priorities haveseen a confluence, with a focus on:engagementconnectionscollaboration
  11. 11. … all of which are in the sweetspot for SocialSocial Graphs andSocial Network Analysisare the architectural foundationsfor the use of Social technologies
  12. 12. Graphs represents Connections andRelationships as structured data
  13. 13. Public social networks –Facebook, Twitter, Linkedin –are built onsocial graphs andinterest graphs
  14. 14. Social graphs representconnections betweenpeople whoknow each other
  15. 15. Interest graphsrepresentconnectionsbetween peoplewith commoninterestsImage source: http://en.wikipedia.org/wiki/File:Interest_Graph_vs_Social_Graph_by_Socialize.png
  16. 16. On social networks, use of thesegraphs has evolved to includeobjects in addition topeople andinterestswhen someone “Likes” an object,they are implicitly – and instantly –connected with everyone else who“Likes” the object
  17. 17. most social networks started associal graphs OR interest graphsand have now started gravitatingto the space between those extremes
  18. 18. Beyond the rich graph visualizations,its really all about data -real insights are obtained throughsocial network analysisvia study of the underlying dataSource: digitaltoronto.com
  19. 19. Social data can drive insights &recommendations that provoke thedesired interaction
  20. 20. Recommendation engines are now acore feature in many social networks:friends to connect with,places to visit,movies to see, and so onThese recommendations are driventhrough a combination of context,social graph data, and analytics
  21. 21. This is the promise of Social Softwareaka Social-enabled softwareaka Social-aware software:Software that can use informationabout (and from) your socialconnections to enable discovery, andpromote outcomes
  22. 22. Enabling socialcollaborationis one of the most promising usecases for social graphs within theenterprise
  23. 23. a frequentchallenge in suchsystems is thedifficulty offinding the mostrelevantcontentPhoto by Flickr user giladr, licensed under Creative Commons, Attribution 2.0 Generic
  24. 24. One way to address this problem isby re-orienting the interface to bedesigned around people
  25. 25. The use of social graphs to find themost relevant informationcan be applied to applicationsacross the enterprise… but requires a set ofinfrastructure componentsto support it
  26. 26. The rapid rise and adoption ofSocial Media has also led to adisconnect betweensocial interactions andbusiness interactions
  27. 27. Enterprise Social Graphs can bridgethe gap betweenSystems of EngagementandSystems of Record
  28. 28. Each social network has its own graph;Just like them, every Enterprise has aunique Social graph… andunique interest graphs
  29. 29. EnterpriseEmployees PartnersSuppliers Clients
  30. 30. InternalCommunitiesCompanyOrg ChartEmailInteractionsCollaborationToolsBusinessProcessesInternalRelationshipsExternalRelationshipsDatasourcesforEnterpriseGraphsBusinessRelationsSocialplatformsCustomertransactionsSupplierportalsRetailpartners
  31. 31. 5 steps on the road to transformingEnterprise Applications
  32. 32. Start with your internal &external interactions andtransactions1
  33. 33. Understand implications forapplication design,and the software stack2
  34. 34. create your own graph, andexpose the data for consumption3
  35. 35. Customize user interface fortypes of interactions desired4
  36. 36. Look for places where user interactioncan be aided byDiscoveryCollaborationLeverage activity streamsDon’t ignore privacy; don’t forgetanalytics
  37. 37. avoid the trap of creatingsocial-driven interactions thatexist in isolationimprove existing interactions:Make Social a layer, not a feature5

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