The document discusses the intersection of enterprise and social media, exploring its definition, significance for businesses, and internal vs. external social media strategies. Key points include the need for clear guidelines and the importance of integrating social media into corporate culture, as well as the challenges and pitfalls of implementation. It emphasizes that social media should be a tactical tool for enhancing collaboration and communication within organizations.

1. Face off
Face-off Between the
Enterprise And Social Media
Dick Weisinger
dweisinger@formtek.com
Twitter: @DickAtFormtek
April 8, 2010
o

2. …or, in Twitter-speak
i T itt k
@ARMA Faceoff betw
#Enterprise & #SocialMedia
#socialnetworks D ’ Miss
# i l k Don’t Mi

3. Discussion Points
Di i P i t
 Quick Introduction
 What is Social Media?
 What does Social Media mean for Business?
 External-Facing Social Media
 Internal-Facing Social Media
 How to improve Internal processes with SM
 Caveats and Pitfalls around implementing
Social Media

4. Who
Wh am I?
 Dick Weisinger
 Vice President and Chief Technologist
Formtek, Inc
,
 Not one of the 28,000+ Social Media experts
 20
20+ years of experience in Content Document
Content, Document,
Image, and Records Management
 Regular b ogge at
egu a blogger
http://www.formtek.com/blog and
http://keytocontent.blogspot.com/

5. Formtek?
F t k?
 An ECM software and services company
25-year history
 Experts in general ECM and CM space
 Expertise in engineering data management
 Formtek Orion ECM Software
 Alfresco Gold Integration Partner
– Largest privately-owned Open Source Company
– Sharepoint-like Collaboration Features
– 5015.2-Certified Records Management Module

6. Number f “S i l M di ” S
N b of “Social Media” Searches
h
2005: 9,150,000
2006: 41,600,000
2007: 165 000 000
165,000,000
2008: 359,000,000
2009: 1 230 000 000
1,230,000,000

7. Social M di N D fi iti ?
S i l Media: No Definition?

8. Social M di Many Definitions
S i l Media: M D fi iti
Cloud built from word frequency of the text found on the top 30 page hits on Google
found when searching “Social Media Definition”

9. A D fi iti
Definition of S i l Media
f Social M di
Social Media are tools that let people
s a e co te t a d
share content and information,
o at o ,
communicate, and interact online

10. Characteristics of SM
Ch t i ti f
 Real Time
 Participation
 Transparency
 Informal and Spontaneous

11. Th 3 C’ of S i l M di
The C’s f Social Media

12. Social M di C t t
S i l Media Content & Audience
A di
Reusability of Content Audience Size
High Low
Immediacy and Focus

13. Social Media C t t
S i l M di Content
 There are more than 3.5 billion pieces of
new content each week on Facebook
– Web links
– News stories
– Blog posts

14. SM and Business
dB i
“We need to transform the business
We
conversation the same way Facebook has
changed the consumer conversation.
Market shifts happen in real time, deals
are won and lost in real time, and data
changes i real time…. ”
h in l ti
-- Marc Benioff
salesforce.com

15. SM + B i
Business = E t
Enterprise 2.0
i 20
“Enterprise 2.0 is all about using
tec o ogy
technology to bring brains together
b g b a s toget e
effectively.”
-- Andrew McAfee
Harvard Business School

16. Enterprise 2.0 Market
E t i 20M k t
 Huge
– IDC: $1.6 Billion by 2013
– Forrester: $4.3 Billion by 2013
$ y

18. Fortune 100 C
F t Companies and SM
i d
 79% use Twitter, Facebook, YouTube,
blogs
– 66% use Twitter
• Average 4.2 Corporate Twitter accounts
– 54% has at least one Facebook Fan page
– 50% have at least one YouTube channel
h tl t Y T b h l
– 33% have at least one corporate blog
 23% use all Four Platforms

19. Internal and External SM
I t l dE t l
Customers Loyalty
Sales Mktg Public
Eng
PR
Internal- Social Brand
Facing
F i Media
Social Media Reputation
HR
Fin
Operations CXO Partners
Suppliers Quality

20. External-Facing SM Examples
E t l F i E l
Marketing Public Relations
Goal: Publish content Goal: Monitor / comment
to build web traffic on product/service
HR / Recruiting CXO
Goal: Locate new Goal: As leader, share
employees opinions and knowledge

21. Internal-facing SM Tools
I t l f i T l
Single-Author Multi-Author
“Agreed Upon”
Agreed Upon
Blog Wiki
Content Collaboration
Repository

22. Internal Wikis
I t l Wiki
 Pros
– Can grow into a useful knowledgebase
– Can replace emails
p
– Content Topics have version control and audit
trails
 Cons
– Usually takes a lot of content to start
– N d oversight: Can quickly become
Needs i ht C i kl b
disorganized
– People need to be motivated to use the wiki

23. Internal Blogs
I t l Bl
 Pros
– Good at one-way Communications
• Company announcements
• Reinforcing policy
• Sharing information and best practices
– Can Serve as a Starting Point for Questions
and Discussions
 Cons
– Expectations of Frequent Updates
– Not the best tool for collaboration

24. MicroBlogs
Mi Bl
 Pros
– Good match for mobile communication
– Brief Interrupt. Doesn’t need immediate
p
attention
– Very concise
 Cons
– Most interesting with a large audience
–B i
Businesses need clear communication
d l i ti
• 140 character limit can lead to misunderstanding

25. Document Lib
D t Libraries
i
 Pros
– High-performance “Share Drive”
– Easily searchable and taggable
y gg
– Secure and auditable
 Cons
– More formal collaboration -- versioning

26. Team C ll b
T Collaboration Software
ti S ft
 Project Focused
Project-Focused
 Project plans
 Managed Spaces
 Aggregated set of tools
– Blogs Wikis, …
Blogs, Wikis
 Calendar
 Common Repository
 Discussion Threads
 Workflow

27. Collaboration Software
C ll b ti S ft

28. Inward-Facing SM E
I d F i Examples
l
Teams Projects
Goal: Better team work Goal: Better progress
and sharing of ideas tracking, collaboration
Knowledge Admin/Training
Goal: Locate information Goal: Broadcast Company
to do your job Policies and Education
Internal SN / directory Streaming video
Company Portal

29. Enterprise Apps Go Social
E t i A G S i l
 Apps adding ‘Social’ Features
Social
– Tagging
– Annotation of data entry fields
y
– Embedded Social widgets
– Discussion Threads for documents or records
– Notification on data and document changes

30. Caveats and Pitfalls

31. Social M di i
S i l Media is a Tactical Tool
T ti l T l
 Can amplify your voice and message
 Can streamline communications
 SM should be an element of your strategy
– SM is not a strategy in itself
 Improves rather than revolutionizes

32. “Companies often do not know the best
Companies
way to use social media, and corporate
culture is often not ready for it, resulting
in half-baked efforts and conflicting
messages across companies.”
-- Jeremiah Owyang,
Altimeter G
l Group

33. Pitfalls t
Pitf ll to SM Implementation
I l t ti
 Half hearted
Half-hearted implementations
– Doing it for the sake of doing it
– Don’t get caught in the hype
g g yp
 No Clear Social Media Usage Guidelines

34. Who ill
Wh will maintain SM Content?
i t i C t t?
 Content Becomes Stale or
Obsolete
Content
Content  How do people find
content?
Content
 Knowledge Librarian
– Organize
– Maintain
Knowledge
g
– Update and purge

35. Downside of Social M di
D id f S i l Media
 Data Overload
– Too many real-time updates
• Documents, data, groups
 Too Many Social Media Tools
– Scattered Data Repositories
• eDiscovery and Business Intelligence more difficult
 Access Controls Weak
 Wasted Time
W t d Ti

36. SM Addi ti /Ti
Addiction/Time W t ?
Waster?
 Check Facebook for Updates
– 11% Every Two Hours
– 15% A Few Times A Day y
– 29% At least Once a Day
– 46% After a Long Time
Adults > 25 years old
From: Retrevo Gadgetology Report
February 2010. Survey of 1000

37. Is Social Media Worth the Time?
 You Need to Decide
– Depends on both culture and tech tools
 Does SM bring value to your business?
– Are processes more efficient?
– A people’s j b b i
Are l ’ jobs being d
done b tt or faster?
better f t ?
 How can you measure?
– Co nting n mbe of blogs o t eets won’t work
Counting number or tweets on’t o k

38. Don’t Rush
D ’t R h
70 95%
70-95% of IT-driven social media
IT driven
initiatives will fail through 2012
-- Gartner

39. Summary
 SM is about Content Collaboration
 People and Relationships drive SM
 Differences of Internal and External SM
 SM should be used as tactical tools
 Many SM tools – choose wisely
 Collaboration tools work well for Internal
 Plan and measure to achieve success

40. Thank You!
Th k Y !