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Silicon Valley ARMA Spring Seminar 2010 -- Faceoff Between the Enterprise and Social Media


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Summary of the explosive growth of social media over the last 3 years. Social Media components are now finding their way in the Enterprise. Enterprise Social Media has Internal-Facing and External-Facing components.

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Silicon Valley ARMA Spring Seminar 2010 -- Faceoff Between the Enterprise and Social Media

  1. 1. Face off Face-off Between the Enterprise And Social Media Dick Weisinger Twitter: @DickAtFormtek April 8, 2010 o
  2. 2. …or, in Twitter-speak i T itt k @ARMA Faceoff betw #Enterprise & #SocialMedia #socialnetworks D ’ Miss # i l k Don’t Mi
  3. 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. 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 and
  5. 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. 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. 7. Social M di N D fi iti ? S i l Media: No Definition?
  8. 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. 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. 10. Characteristics of SM Ch t i ti f  Real Time  Participation  Transparency  Informal and Spontaneous
  11. 11. Th 3 C’ of S i l M di The C’s f Social Media
  12. 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. 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. 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
  15. 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. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Internal-facing SM Tools I t l f i T l Single-Author Multi-Author “Agreed Upon” Agreed Upon Blog Wiki Content Collaboration Repository
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. Collaboration Software C ll b ti S ft
  27. 27. 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
  28. 28. 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
  29. 29. Caveats and Pitfalls
  30. 30. 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
  31. 31. “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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. Don’t Rush D ’t R h 70 95% 70-95% of IT-driven social media IT driven initiatives will fail through 2012 -- Gartner
  38. 38. 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
  39. 39. Thank You! Th k Y !