silicon valley arma spring seminar 2010 -- faceoff between the enterprise and social media

Face-off Between the Face off Between the Enterprise And Social Media

Dick Weisingerdweisinger@formtek.comTwitter: @DickAtFormtek

April 8, 2010

Twitter: @DickAtFormtek

o

i T itt k…or, in Twitter-speak

@ARMA Faceoff betw @ARMA Faceoff betw #Enterprise & #SocialMedia # i l k D ’ Mi#socialnetworks Don’t Miss

Di i P i tDiscussion Points

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

Wh I?Who am I? Dick Weisinger Dick Weisinger Vice President and Chief Technologist

Formtek, Inc, Not one of the 28,000+ Social Media experts 20+ years of experience in Content Document 20 years of experience in Content, Document,

Image, and Records Management Regular blogger at egu a b ogge at

http://www.formtek.com/blog andhttp://keytocontent.blogspot.com/

F t k?Formtek? 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

N b f “S i l M di ” S h2005: 9,150,000

Number of “Social Media” Searches2005: 9,150,0002006: 41,600,0002007: 165 000 0002007: 165,000,0002008: 359,000,0002009: 1 230 000 0002009: 1,230,000,000

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

S i l M di M D fi itiSocial Media: Many Definitions

Cloud built from word frequency of the text found on the top 30 page hits on Googlefound when searching “Social Media Definition”

A D fi iti f S i l M diA Definition of Social Media

Social Media are tools that let people share content and information, s a e co te t a d o at o ,communicate, and interact online

Ch t i ti f SMCharacteristics of SM

Real Time Real Time Participation Transparency Transparency Informal and Spontaneous

Th 3 C’ f S i l M diThe 3 C’s of Social Media

S i l M di C t t & A diSocial Media Content & AudienceReusability of Content Audience Size

High Low

Immediacy and Focus

S i l M di C t tSocial Media Content

There are more than 3.5 billion pieces of There are more than 3.5 billion pieces of new content each week on Facebook– Web links– News stories– Blog posts

SM d B iSM and Business

“We need to transform the business We need to transform the business 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 h i l ti ”changes in real time…. ”

Marc Benioff-- Marc Benioffsalesforce.com

SM + B i E t i 2 0SM + Business = Enterprise 2.0

“Enterprise 2.0 is all about using technology to bring brains together tec o ogy to b g b a s toget e

effectively.”

-- Andrew McAfeeHarvard Business School

E t i 2 0 M k tEnterprise 2.0 Market

Huge Huge– IDC: $1.6 Billion by 2013– Forrester: $4.3 Billion by 2013$ y

F t 100 C i d SMFortune 100 Companies and SM

79% use Twitter, Facebook, YouTube, 79% use Twitter, Facebook, YouTube, blogs– 66% use Twitter

• Average 4.2 Corporate Twitter accounts

– 54% has at least one Facebook Fan page50% h t l t Y T b h l– 50% have at least one YouTube channel

– 33% have at least one corporate blog

23% use all Four Platforms 23% use all Four Platforms

I t l d E t l SMInternal and External SM

MktgSales

Customers

Public

Loyalty

MktgSales

PREng

Public

BrandSocial Media

Internal-F i

HRFin

ReputationMediaFacing

Social Media

Operations CXO

Suppliers

Partners

QualitySuppliers Quality

E t l F i SM E lExternal-Facing SM ExamplesMarketing Public Relations

Goal: Publish contentto build web traffic

Goal: Monitor / comment on product/service

HR / RecruitingGoal: Locate new

employees

CXOGoal: As leader, share

opinions and knowledgeemployees opinions and knowledge

I t l f i SM T lInternal-facing SM ToolsMulti-Author

“Agreed Upon”Single-Author

Agreed Upon

WikiBlog

Content CollaborationContent Repository

Collaboration

I t l WikiInternal Wikis

Pros Pros– Can grow into a useful knowledgebase – Can replace emailsp– Content Topics have version control and audit

trails

Cons– Usually takes a lot of content to start

N d i ht C i kl b – Needs oversight: Can quickly become disorganized

– People need to be motivated to use the wikiPeople need to be motivated to use the wiki

I t l BlInternal Blogs

Pros Pros– Good at one-way Communications

• Company announcements• Reinforcing policy• Sharing information and best practices

– Can Serve as a Starting Point for Questions Can Serve as a Starting Point for Questions and Discussions

Cons– Expectations of Frequent Updates– Not the best tool for collaboration

Mi BlMicroBlogs

Pros 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 d l i ti– Businesses need clear communication• 140 character limit can lead to misunderstanding

D t Lib iDocument Libraries

Pros Pros– High-performance “Share Drive”– Easily searchable and taggabley gg– Secure and auditable

Cons– More formal collaboration -- versioning

T C ll b ti S ftTeam Collaboration Software

Project-Focused Project Focused Project plans Managed Spaces Managed Spaces Aggregated set of tools

– Blogs Wikis Blogs, Wikis, …

Calendar Common Repository Common Repository Discussion Threads Workflow Workflow

C ll b ti S ftCollaboration Software

I d F i SM E lInward-Facing SM ExamplesTeams Projects

Goal: Better team work and sharing of ideas

Goal: Better progress tracking, collaboration

KnowledgeGoal: Locate information

to do your job

Admin/TrainingGoal: Broadcast Company

Policies and Educationto do your job Policies and Education

Streaming video

Company Portal

Internal SN / directory

E t i A G S i lEnterprise Apps Go Social

Apps adding ‘Social’ Features Apps adding Social Features– Tagging– Annotation of data entry fieldsy– Embedded Social widgets – Discussion Threads for documents or records– Notification on data and document changes

Caveats and Pitfalls

S i l M di i T ti l T lSocial Media is a Tactical Tool

Can amplify your voice and message Can amplify your voice and message Can streamline communications SM should be an element of your strategy SM should be an element of your strategy

– SM is not a strategy in itself

Improves rather than revolutionizes Improves rather than revolutionizes

“Companies often do not know the best Companies often do not know the best 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, l GAltimeter Group

Pitf ll t SM I l t tiPitfalls to SM Implementation

Half-hearted implementations Half hearted implementations– Doing it for the sake of doing it– Don’t get caught in the hypeg g yp

No Clear Social Media Usage Guidelines

Wh ill i t i SM C t t?Who will maintain SM Content? Content Becomes Stale or

Obsolete How do people find Content

Content

content? Knowledge Librarian

Content

– Organize– Maintain

Update and purgeKnowledge – Update and purgeg

D id f S i l M diDownside of Social Media

Data Overload 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 WeakW t d Ti Wasted Time

SM Addi ti /Ti W t ?SM Addiction/Time Waster?

Check Facebook for Updates Check Facebook for Updates– 11% Every Two Hours– 15% A Few Times A Dayy– 29% At least Once a Day– 46% After a Long Time

Adults > 25 years oldFrom: Retrevo Gadgetology ReportFebruary 2010. Survey of 1000

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 l ’ j b b i d b tt f t ?– Are people’s jobs being done better or faster?

How can you measure?Co nting n mbe of blogs o t eets on’t o k– Counting number of blogs or tweets won’t work

D ’t R hDon’t Rush

70-95% of IT-driven social media 70 95% of IT driven social media initiatives will fail through 2012

-- Gartner

SSummary

SM is about Content Collaboration SM is about Content Collaboration People and Relationships drive SM Differences of Internal and External SM Differences of Internal and External SM SM should be used as tactical tools Many SM tools choose wisely Many SM tools – choose wisely Collaboration tools work well for Internal

Plan and measure to achieve success Plan and measure to achieve success

Th k Y !Thank You!