how enterprise social graphs can transform enterprise applications
DESCRIPTION
Presented at the "Social Media & Web Analytics Innovation" Conference, 25-26 April 2013: https://theinnovationenterprise.com/summits/social-media-web-analytics-sf/scheduleTRANSCRIPT
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From Software … to Social Software
How Enterprise Social Graphs Can Transform Enterprise Applications
Kapil Gupta
Social Media & Web Analytics Innovation 2013
© 2013 JPMorgan Chase & Co.
All rights reserved. Confidential and proprietary to JPMorgan Chase & Co.
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Outline
! Business & Technology context
! Social Graphs
! Implications for the Enterprise
! 5 Steps on the road to transforming Enterprise Applications
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We’ve come a long way since the early days of the internet, which
thrived on anonymity Marketing (online and offline) can be tailored to individuals with
precision
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Ad Targeting is just the tip of the
iceberg: better insight into a person’s
preferences &
social context can help almost every functional
area in an organization
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Marketing to the Customer Decision Journey: identifying influencers; empowering advocates; predicting customer behavior
Improving web experience and goal attainment: product discovery, user communities
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Hiring: social referrals, evaluation
Talent management: identifying “connectors”, leaders, etc
Business development: employee alumni in other companies; new hires from potential clients & competitors
Org charts of clients, competitors
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Even though this is a space that
did not exist
just 10 years ago,
the industry landscape has
evolved quickly
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the Social
Economy
is growing
faster than
expected
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Cloud Computing @
Scale
Big Data Analytics
Mobile &
IoT
Growth in
“Social” is
fueled by
a broader
set of tech
trends
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CEO, CMO and CIO priorities have seen a confluence, with a focus on:
engagement connections collaboration
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… all of which are in the sweet spot for Social
Social Graphs and Social Network Analysis are the architectural foundations for the use of Social technologies
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Graphs represents Connections and
Relationships as structured data
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Public social networks –
Facebook, Twitter, Linkedin –
are built on
social graphs and
interest graphs
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Social graphs represent connections between
people who know each other
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Interest graphs represent
connections between people with common
interests
Image source: http://en.wikipedia.org/wiki/File:Interest_Graph_vs_Social_Graph_by_Socialize.png
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On social networks, use of these graphs has evolved to include
objects in addition to
people and
interests when someone “Likes” an object, they are implicitly – and instantly – connected with everyone else who “Likes” the object
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most social networks started as
social graphs OR interest graphs
and have now started gravitating
to the space between those extremes
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Beyond the rich graph visualizations,
its really all about data -
real insights are obtained through
social network analysis
via study of the underlying data
Source: digitaltoronto.com
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Social data can drive insights &
recommendations that provoke the
desired interaction
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Recommendation engines are now a core feature in many social networks:
friends to connect with, places to visit, movies to see, and so on
These recommendations are driven through a combination of context, social graph data, and analytics
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This is the promise of Social Software aka Social-enabled software aka Social-aware software:
Software that can use information about (and from) your social connections to enable discovery, and promote outcomes
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Enabling social collaboration
is one of the most promising use cases for social graphs within the
enterprise
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a frequent challenge in such systems is the difficulty of finding the most
relevant content
Photo by Flickr user giladr, licensed under Creative Commons, Attribution 2.0 Generic
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One way to address this problem is
by re-orienting the interface to be
designed around people
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The use of social graphs to find the
most relevant information
can be applied to applications
across the enterprise
… but requires a set of
infrastructure components
to support it
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The rapid rise and adoption of Social Media has also led to a disconnect between
social interactions and
business interactions
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Enterprise Social Graphs can bridge
the gap between
Systems of Engagement
and
Systems of Record
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Each social network has its own graph;
Just like them, every Enterprise has a
unique Social graph
… and
unique interest graphs
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Enterprise
Employees Partners
Suppliers Clients
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Internal Communities
Company Org Chart
Email Interactions
Collaboration Tools
Business Processes
Internal Relationships
External Relationships
Data sources for Enterprise Graphs
Business Relations
Social platforms
Customer transactions
Supplier portals
Retail partners
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5 steps on the road to transforming Enterprise Applications
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Start with your internal &
external interactions and
transactions
1
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Understand implications for
application design,
and the software stack 2
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create your own graph, and expose the data for consumption
3
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Customize user interface for types of interactions desired
4
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Look for places where user interaction
can be aided by
Discovery
Collaboration Leverage activity streams Don’t ignore privacy; don’t forget analytics
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avoid the trap of creating social-driven interactions that exist in isolation improve existing interactions: Make Social a layer, not a feature
5
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