The Social Business Roadmap: From Business Needs to Information Governance
Jesse Wilkins, CIP, CRMAIIM International
February 14, 2012
2
Era
Years
Typical thing
managed
Best known
company
Content mgmt focus
Mainframe
1960-1975
A batch trans
IBM
Microfilm
Mini
1975-1992
A dept process
Digital Equipme
nt
Image Mgmt
PC
1992-2001
A documen
t
Microsoft
Document Mgmt
Internet
2001-2009
A web page
Content Mgmt
Social and Cloud
2010-2015
An interactio
n
Social Business Systems
Systems of Record
Systems of Engagement
3
Consideration Systems of Record Systems of Engagement
Focus Transactions Interactions
Governance Command & Control Collaboration
Core Elements Facts & Commitments Ideas & Nuances
Value Single Source of Truth Discovery & Dialog
Standard Accurate & Complete Immediate & Accessible
Content Authored Communal
Primary Record Type Documents Conversations
Searchability Easy Hard
Usability User is trained User “knows”
Accessibility Regulated & Contained Ad Hoc & Open
Retention Permanent Transient
Policy Focus Security (Protect Assets) Privacy (Protect Users)
4
The social business roadmap
5
Describes steps to implement social business
NOT necessarily linear Will vary substantially
between organizations
The social business roadmap
6
Not a step in the roadmap, but necessary precursor to successful social business initiatives◦ Transparency◦ Trust◦ Technology
Empowerment
7
◦ Requires that the organization move from a culture of knowledge hoarding to one of knowledge sharing.
Transparency
8
Requires that the organization trust its users to do what is right, while supporting them with the training and governance required for them to be accountable for that trust.
Trust
9
Requires willingness to allow employees to experiment with new tools and processes, trusting that they will not abuse them and permitting them to “fail fast.”
Technology
10
Follow the yellow brick roadmap
11
Experimental use of technologies “Under the radar” Proof of concept
Emergence
12
Formalization of approach Social business assessment Planning and project management Internal marketing and communication Social business team Organization-specific
roadmap
Strategy
13
Identify desired capabilities and deployment options
Procure and implement tools Develop and deliver
training and support Build integration
Development
14
Source: Govloop.com
Development
15
Development
16
Listen to conversations before jumping into them
Look for tone and sentiment Watch for complaints Set up queries and alerts Empower community
managers
Monitoring
17
Monitoring
18
Monitoring
19
Seed content into tools Use the tools! Consistent messaging across tools Be patient
Participation
20
Participation
21
Move from listening and broadcasting to engagement
Plan for engagement Authenticity and personality key
Engagement
22
Engagement
23
Official response to third-party sites
24
Policies and guidelines Restrictions on tools and content Internal monitoring Records management Legal issues
Governance
25
Governance
26
Governance
27
Governance
28
Encourage uptake of the tools Monitor efficacy of tools Measure and analyze tools and processes Identify changes to tools
and new tools
Optimization
29
Records, meet engagement.
30
Is the information unique and not available anywhere else?
Is the tool being used in relation to an organization’s work?
Is there a business need for the information?
Does it document a transaction or decision?
Do you need it?
31
Check the service level agreement
32
Blog post◦ Comments?◦ Updates?
Individual Tweet◦ Links and shortened URLS?
Wiki article◦ The article?◦ Its changes over time?
It depends….
What’s the record?
Prepare for production
33
Address in policies
34
Save content locally Commercial and hosted sites store
information outside the firewall◦ Little control over how it is stored◦ Little control over how long it is stored◦ Geographic and jurisdictional issues
First step is to save content locally
35Take a screenshot of content
36
Archive selected items locally◦Use search queries and monitoring
Records management in brief
Store selected items locally using search queries or RSS
37
Use the native backup to store locally
Store locally using built-in tools
38
Use a third-party service to store locally
Store locally using third-party service
39
Store locally using API
Store locally using APIs
40
Use Word or Notepad to draft content updates and save *that*
Draft content locally
41
Implement enterprise versions
42
Implement a compliance solution
• And many others
43
Questions?
44
Jesse Wilkins, CIP, CRMDirector, Research and DevelopmentAIIM International
+1 (303) 574-0749 [email protected]
http://www.twitter.com/jessewilkins http://www.linkedin.com/in/jessewilkinshttp://www.facebook.com/jessewilkinshttp://www.slideshare.net/jessewilkins
For more information
45
2-day instructor-led or online course Includes:
◦ Specific governance elements for Facebook, Twitter, other social business tools
◦ Commercial vs. enterprise social technologies◦ Capturing and managing social content
http://www.aiim.org/Training/Essential%20Training/Social-Media/Course%20Descriptions
AIIM SM Governance Training
46
Access/ Use
Capture/Manage
Collaborate/Deliver
Secure/Preserve
Architecture/Systems
Plan/Implement
Enterprise search, Business intelligence, Master data management, Text analytics
Information capture, BPM, KM, Email management, Content management
Collaboration, Social media, Info workplace, IM, Telecommuting support, Web conferencing
Security, RM, Data privacy, DRM, Archiving, eDiscovery
Info architecture, Technical architecture, Cloud computing, Mobile apps, Websites and portals
Strategic planning, Building business case, Impl planning, Req def, Solution design, Change mgmt
PROFESSIONAL CERTIFICATION covering the broad based body of knowledge that every information professional needs to understand.
www.aiim.org/certification