New England Chapter

Social NetworkingSerious Business

Presented: January 15, 2010Russ Edelman - russ.edelman@corridorconsulting.com

Twitter: russECM

Social Networking Humor!

Social-Social NetworkingDefined…

A social network is a social structure made of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, financial exchange, dislike, sexual relationships, or relationships of beliefs, knowledge or prestige.The power of social network analysis stems from its difference from traditional social scientific studies, which assume that it is the attributes of individual actors—whether they are friendly or unfriendly, smart or dumb, etc.—that matter. Social network analysis produces an alternate view, where the attributes of individuals are less important than their relationships and ties with other actors within the network. This approach has turned out to be useful for explaining many real-world phenomena, but leaves less room for individual agency, the ability for individuals to influence their success, because so much of it rests within the structure of their network.

Social-Social NetworkingSemi-Understood

C.O.I.

Social-Social NetworkingSemi-Understood – Unrelated Points

Oct, 12, 2009 - Luddites of the World, Relax! - News that Twitter's latest cash infusion values the microblogging site at $1 billion may have confounded twittering's critics, who say nothing worthwhile can be expressed in 140 characters. To them—and to those who think BlackBerrys enslave us, Facebook supplants real relationships, and texting makes us illiterate—Dennis Baron has this to say: Nonsense. Worries about new ways of communicating, he has found, have existed for millennia. (Socrates objected to writing, in part because this "invention" eliminated the need to exercise the memory.)

Oct. 9, 2009 - A FACEBOOK posting revealed details of a Perth teenager's fatal crash before police informed her parents.

Feb, 2009 - O’Reilly Tools Of Change Conference - Peter Brantley, Executive Director of the Digital Library Foundation states “Reading will become less about the book and more about the people that read them.”

Social-Social NetworkingInteresting Data Points

Worldwide visitors to Twitter approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)Older than you think!

18-24 year olds 12% less likely than average to visit Twitter25-54 year old crowd is driving this trend45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age groupNext is 25-34 year olds: 30% more likely

Source: Reuters reporter Alexei Oreskovic.

Business-Social NetworkingHot Topic

264,000,000 as of 7:18am

Business-Social NetworkingAnalysts Weigh In

Forrester & Gartner Market Assessment

?

Business-Social NetworkingWhere Is The Value

New Communication Vehicles for Improved Innovation & Productivity

Provides “an” approach to capture the knowledge of the employee population

Reduces Risk by proactively managing content

Users can Find Information more quickly

Generational Working Styles are accommodated

Improve Collaboration with co-workers & others

Additional repositories of information that need to be tracked and managed

Requires additional level of governance to ensure that the platforms are compliant

Increases training and support for the end users

Users are overwhelmed with too many collaboration choices

Non-work activity can increase and become problematic

The Good The Bad

WIF

MCo

mpa

ny

Business-Social Networking

Survey with organizations with over 10 people – 656 participants

Primary Drivers of Enterprise 2.0

Business-Social Networking

Survey with organizations with over 10 people – 656 participants

Three Key Drivers for Enterprise 2.0

Business-Social Networking

Survey with organizations with over 10 people – 656 participants

Three Impediments for Enterprise 2.0

Business-Social Networking

Survey with organizations with over 10 people – 591 participants

Importance of ROI for Enterprise 2.0

Business-Social NetworkingThe “Pentagon” of Social Networking

Infrastructure

Social NetworkFunctionality

Culture Of Trust

Governance

The “Non-Silo”

Social Network Humor!

Notable Factors: Internal Or External Hardware & Software Scalability capabilities to accommodate dynamic

demand that will quickly increase and decrease Security & Authentication Mechanisms And Protocol

Which Allow Users To See & Act On Information Usage Patterns, Analytics, Reporting, Dashboards, KPIs…

Points To Consider:• Content Duplication or Highly Secure Firewalls Must Be Planned• Formality Of Applicable Records Management Process Must Be Understood• Multiple mediums for content delivery/S.N. are required – mobile and more

Internal or External Equipment, Processes and Environments required to provide a seamless and secure Social Networking Environment For Your Organization.

The Infrastructure

Infrastructure

The InfrastructureAnalytics – attensity.com Example

Infrastructure

Survey with organizations with over 10 people – 608 participants

Policy Or Guidance On Usage/Content

Social Networking Functionality

Notable Factors: (Next Slide)

Points To Consider:• Selecting and Agreeing Upon The Right Tool By All Participants And Then Be

Prepared To Adjust Based Upon Changing Conditions• Remain Very Attuned to Generational Preferences

The Act Of Collaborating Or “Socially Networking “ Takes On Many Different Permutations. Different Tools Can Perform A Similar Function And At Times, One Tool May Be More Optimal Dependent Upon Numerous Factors.

Social NetworkFunctionality

Blogging

Pontification (with Comments)

Wikis

Real-time editing of Web Pages

Instant Messaging

A new Email & Presence Detection

People Searches

Find People / Expertise Via

Specific Criteria

Micro-Blogging

140 characters and/or less

Ratings

Rate content being posted

Forum /Dis. Thread

Share information and have others

comment

Voting/Surveying

Real time surveying for site visitors

Content Sharing

Sharing files, pix, video, links, etc.

Web Conferencing

One or multi-directional

presentations

Mobile Technology

It has to work on the mobile devices

these days

Knowledge Mgmt.

Harvesting the knowledge within social repositories

• Alerts/Subscriptions• Project Management• Tagging/Bookmarks

Plus More• Security/Role Definitions• Ad-hoc User/Group Creation• Functionality delivered via “Widgets”

Social Networking Functionality

Social Networking FunctionalityCollaboration - Continued

Internal Use Only Ideation – Idea Generation Common Repository &

Brainstorming Internal Feedback To

Executive Management Anonymous and Named

Access Virtual Meetings – Bringing

The World Together

Internal/External Use Social Media Marketing

Outreach Strategy Customer Feedback Branded messaging Leveraging micro-blogging to

reference other relevant content

Culture Of Trustor Non Culture

Notable Factors: Users Will Only Rely Upon Social Networking Tools If

They See Substantive Value Despite Human Beings Instincts To Want To Trust, They

Have Been Socialized Not To Trust New And Innovative Incentives Are Required to

Leverage Social Networking Tools

Points To Consider:• Sufficient Value Must Exist In The Corporate Social Network As Compared To

The Public Social Network To Drive Trusted Conversations/Exchanges• Peer/Subordinate Contributions Are Often Equally As Important As Authority’s

Social Networking & Collaboration Is Greatly Heightened When A Culture Of Trust Prevails Amongst The Participants. This Allows Information To Be Shared More Freely Which Increases Innovation, Responsiveness and Transparency.

Culture Of Trust

Social Network Humor!

Culture Of TrustNew Forms Of Leadership Needed

Culture Of TrustCan Bloggers Be Trusted?

October 6, 2009

Culture Of TrustRod Kramer – Stanford University

Human beings are naturally predisposed to trust—it’s in our genes and our childhood learning—and by and large it’s a survival mechanism that has served our species well. That said, our willingness to trust often gets us into trouble. Moreover, we sometimes have difficulty distinguishing trustworthy people from untrustworthy ones. At a species level, that doesn’t matter very much so long as more people are trustworthy than not. At the individual level, though, it can be a real problem. To survive as individuals, we’ll have to learn to trust wisely and well.

“Rethinking Trust” June, 2009

”

“

Culture Of TrustAdditional Points On Trust

Oct 12, 2009 – Gaming Theory - Google engineers know they need to think outside the search box to stay ahead. A recent contest called CSI, for "Crazy Search Ideas," asked engineers to submit improvements they thought would never be approved because they were weird or seemed too minor. Some 118 entries were culled to four, which are still being explored.

May 7, 2009 – My Blog Post - With a conscious effort being focused on trust, the team is employing different techniques to put the theory to practice. One of the most innovative techniques being used is the inclusion of “productivity games” to solve a problem…. “bug bash” parties that go late into the night where the engineer who finds the most bugs gets a prize and an Olympic-themed work event held last year. Hanson commented, “Our culture is competitive. People by nature love to compete and play games and want to see themselves at the top of the leader board.”

The Non-SiloFractured Information Is A Problem

Notable Factors: Too many systems are available for collaboration. Users are genuinely confused as to which one to use. What is considered to be the best source of

information.

Points To Consider:• Push for integration of disparate Social networking systems.• Integrate into existing environments which may be considered “live in”

environments as compared to “go to” environments.

Social Networking environments often represent their own proprietary data store and this becomes problematic when actively sharing information.

The “Non-Silo”

GovernanceOr The Expansion Of Chaos

Notable Factors: Finding a balance between “lock down mode” and free

reign is an organizational and legal challenge. Social Networking Governance will be influenced

heavily by the type of industry and the type of content. Radical variations from the Governance of non-Social

Networking content will be met with skepticism.

Points To Consider:• “Light” and Iterative Governance Is A Key To Success.• Fully integrate Governance for Social Networking into alternative

communication mediums.

When employed for business, there is a definitive need to introduce some form of Governance for standardization and guidelines.

Governance

Social Networking Tools For BizQuick List

EMC/Documentum – eRoom - CenterStageMicrosoft SharePointIBM Lotus Connections Suite (Quickr & SameTime)OpenText – LiveLink ECMGoogle - Wave

HuddleJiveKickAppsLeverage SoftwareLithiumNewsGatorSocialTextTelligentThought FarmerTomyoe

Enterprise Suites Social Tools(partial List)

Pure Play Social Tools(partial List)

And there are many Open Source and semi-related products available

Where To Socially Go From HereRecommendations To Consider

1. Identify

Small Group of

Participants

2. Calibrate Culture And S.N. Styles

3. Deploy

Initial Release

.

4. Tune

Plan to refine approach for Optimal Use

5. Broaden

Usage of S.N. Tool As

Appropriate

Iterative Approach For Deploying Social Network Technologies

description

Corridor Snapshot

ECM/SharePoint Strategic Consulting ECM Knowledge Workshops Strategic Recommendations & Gap

Analysis (SRGA) Economic Studies RFP Preparation and Vendor

Facilitation ECM Project Oversight Microsoft SharePoint 2007

Architecture & Governance

SharePoint Implementation Consulting & Product Sales Contract Management Records Management Human Resources Production Imaging Systems Mission Critical Solutions Using

SharePoint 2007 Implementations SharePoint Information Optimization SharePoint Add-On Product Sales

Also regular contributors to:InformationWeek, CIO Magazine

AIIM Infonomics & More

How We Can Help You

Corridor Service & Product Offerings

New England Chapter

Social NetworkingSerious Business

Presented: January 15, 2010Russ Edelman - russ.edelman@corridorconsulting.com

Twitter: russECM