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. From Software … to Social Software How Enterprise Social Graphs Can Transform Enterprise Applications Kapil Gupta Social Media & Web Analytics Innovation 2013 © 2013 JPMorgan Chase & Co. All rights reserved. Confidential and proprietary to JPMorgan Chase & Co.
- 2. Outline ! Business & Technology context ! Social Graphs ! Implications for the Enterprise ! 5 Steps on the road to transforming Enterprise Applications
- 3. We’ve come a long way since the early days of the internet, which thrived on anonymity Marketing (online and offline) can be tailored to individuals with precision
- 4. Ad Targeting is just the tip of the iceberg: better insight into a person’s preferences & social context can help almost every functional area in an organization
- 5. Marketing to the Customer Decision Journey: identifying influencers; empowering advocates; predicting customer behavior Improving web experience and goal attainment: product discovery, user communities
- 6. Hiring: social referrals, evaluation Talent management: identifying “connectors”, leaders, etc Business development: employee alumni in other companies; new hires from potential clients & competitors Org charts of clients, competitors
- 7. Even though this is a space that did not exist just 10 years ago, the industry landscape has evolved quickly
- 8. the Social Economy is growing faster than expected
- 9. Cloud Computing @ Scale Big Data Analytics Mobile & IoT Growth in “Social” is fueled by a broader set of tech trends
- 10. CEO, CMO and CIO priorities have seen a confluence, with a focus on: engagement connections collaboration
- 11. … all of which are in the sweet spot for Social Social Graphs and Social Network Analysis are the architectural foundations for the use of Social technologies
- 12. Graphs represents Connections and Relationships as structured data
- 13. Public social networks – Facebook, Twitter, Linkedin – are built on social graphs and interest graphs
- 14. Social graphs represent connections between people who know each other
- 15. Interest graphs represent connections between people with common interests Image source: http://en.wikipedia.org/wiki/File:Interest_Graph_vs_Social_Graph_by_Socialize.png
- 16. On social networks, use of these graphs has evolved to include objects in addition to people and interests when someone “Likes” an object, they are implicitly – and instantly – connected with everyone else who “Likes” the object
- 17. most social networks started as social graphs OR interest graphs and have now started gravitating to the space between those extremes
- 18. Beyond the rich graph visualizations, its really all about data - real insights are obtained through social network analysis via study of the underlying data Source: digitaltoronto.com
- 19. Social data can drive insights & recommendations that provoke the desired interaction
- 20. Recommendation engines are now a core feature in many social networks: friends to connect with, places to visit, movies to see, and so on These recommendations are driven through a combination of context, social graph data, and analytics
- 21. This is the promise of Social Software aka Social-enabled software aka Social-aware software: Software that can use information about (and from) your social connections to enable discovery, and promote outcomes
- 22. Enabling social collaboration is one of the most promising use cases for social graphs within the enterprise
- 23. a frequent challenge in such systems is the difficulty of finding the most relevant content Photo by Flickr user giladr, licensed under Creative Commons, Attribution 2.0 Generic
- 24. One way to address this problem is by re-orienting the interface to be designed around people
- 25. The use of social graphs to find the most relevant information can be applied to applications across the enterprise … but requires a set of infrastructure components to support it
- 26. The rapid rise and adoption of Social Media has also led to a disconnect between social interactions and business interactions
- 27. Enterprise Social Graphs can bridge the gap between Systems of Engagement and Systems of Record
- 28. Each social network has its own graph; Just like them, every Enterprise has a unique Social graph … and unique interest graphs
- 31. 5 steps on the road to transforming Enterprise Applications
- 32. Start with your internal & external interactions and transactions 1
- 33. Understand implications for application design, and the software stack 2
- 34. create your own graph, and expose the data for consumption 3
- 35. Customize user interface for types of interactions desired 4
- 36. Look for places where user interaction can be aided by Discovery Collaboration Leverage activity streams Don’t ignore privacy; don’t forget analytics
- 37. avoid the trap of creating social-driven interactions that exist in isolation improve existing interactions: Make Social a layer, not a feature 5
Editor's Notes
- Back in 1993, the New Yorker had a famous cartoon of a dog surfing the internet and telling a fellow canine, “on the Internet, no one knows I’m a dog”. There was a huge culture of anonymity, and it was complemented by the fact that neither the tech world nor the business world knew what to make of it.Fast forward to 2012. The New York Times had a much quoted article about how much marketing companies know about us. The centerpiece of the article was the accuracy of Target’s marketing, and the article described how the researcher could identify “…about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score. More important, he could also estimate her due date to within a small window, so Target could send coupons timed to very specific stages of her pregnancy. “
- The flip side of knowing much more about customers of course, is a heightened sense of privacy. As long as privacy can be safeguarded, knowing more a person’s interests and preferences can help almost every part of the organization
- McKinsey and the Harvard Business Review have opened a discussion about the buying habits of customers, and how it has changed from the funnel to a process where they are influenced not just by brand advertising and brand perception, but also influences in their environment such as their social network, post-purchase experience, etc
- there are over 1.5 billion social networking users worldwide80% of total online users interact with social networks regularlyMcKinsey reported in a study that 70% of the companies they surved reporting using social technologies, and 90% of those reported some business benefit from themThe same McKinsey study assessed that the annual value that could be unlocked by the use of social technologies was $900 billion to $1.3 trillionThe marketing agency LumaScape Partners LLC put out a representation of the competitive in the social landscape, and in the "Social Intelligence" category alone there are 30 players. Then there's other areas like Social Marketing agencies, Social apps & games, Community platforms, Social TV, Social shopping, Social scoring, and so on
- Other trends include: Gamification, Personal/wearable computing, changing attitudes and expectations towards privacy
- IBM CEO Study 2011 and CMO Study surveyed executives from all over the world – an interesting trend towards recognition of the value of (a) in the external environment, engagement with customers and collaboration with partners; (b) in the internal environment, seeking better collaboration between employees and breaking down the silos
- http://en.wikipedia.org/wiki/File:Interest_Graph_vs_Social_Graph_by_Socialize.pngSocialize Inc. for Wikipedia
- Linkedin has a product called inMaps where they generate rich graphical representations of your professional graphThis is the realm of data scientists: degree of centrality, degree of closeness, etc
- Netflix example: netflix is really good at recommending movies you may like, but it does more than just suggest movies of a similar genre – it analyses movies you liked, and the tastes of people who liked the same movies, to generate predictions about other movies you might like
- Direct connections, indirect connections
- About 10 years ago, IBM created a new collaboration platform to drive innovation across the enterprise worldwide. It was designed as a system where employees could submit ideas, but also comment & rate other people’s ideas. The objective was to tap the “wisdom of the crowds’ to identify the best ideas. Over 5 years, the system was a huge success. But as more ideas were submitted into the system, it became harder for employees to find the ideas they in their area of expertise.
- These are both legacy components and newer web2.0 platforms
- Systems of Engagement = interactions inside & outside firewallSystems of Record = data stores inside the firewall
- Relationships between Employees, Clients, Partners, CompetitorsRelationships can also be inferred from enterprise meta data (directory, email, collaboration tools) or be user-submitted
- Email, Company directory, Collaboration tools, Internal communities Analogous to Integrated Supply Chain, but for connections & relationships (of course, view of data is not shared outside enterprise)\\
- Start with data you already have, for external (transactions with customers) and internal (collaboration between employees) how your customers use your products, how they interact with each other & youwhat kind of data exists in enterprise data storesMake sure you consider how they relate to your metrics and goalsDefine your social objects and interactions
- Define social objects and interactions kinds of ties