how will social media and other new technologies impact our industry the next 5-10 years?
DESCRIPTION
Presentation at the Norwegian Computer Society's EDOK conference in Sandefjord November 9, 2010.TRANSCRIPT
How will social media and other new technologies impact our industry the next 5-10 years?
Atle SkjekkelandVice President, AIIM
Pictures courtesy of John Newton, Alfresco
The History of ECM- EierlegendeWollMilchSau
Image source = http://www.customercentricthinking.com
• Document Management
• Records Management
• Web Content Management
• Workflow• Document-Centric
Collaboration
A Short History of ECM – The Early Days
Solutions expensive and complicated.
Adoption driven by the business.
Use case, not ROI critical.
Ease of use doesn’t matter.
Adoption departmental in large organizations.
ECM in the Past Decade Web technologies.
Explosion of risk concerns.
User frustration with cost and complexity.
Entry of SharePoint.
Rise of Saas and Open Source options.
Building out our core Systems of Record
Command and control
Systems of Record
Transaction-oriented
Data-centric
User learns system
Security is key issue
Source = AIIM and TCG Advisors
What’s wrong with enterprise IT?
You Say You Want a Revolution
Enterprise ITOn Hold
Consumer ITOn Fire
Source = AIIM and TCG Advisors
Access• Infinite content, no
barriers to entry, no barriers to exit
• Communications are any-to-many-to-one
• Social networks, blogs, Skype, Twitter
Source = AIIM and TCG Advisors
Broadband• Pictures and video
are the killer apps• Newspapers and
magazines are toast
• TV and radio are being reengineered even as we speak
Source = AIIM and TCG Advisors
Mobile• PC for the
emerging markets
• iPhone sets the bar in mature markets
• Texting, camera, location-based services
Source = AIIM and TCG Advisors
Web 2.0 has stimulated Creativity and the Right-side of the Brain
Future
People
Connections
Spatial
Artistic
Conceptual
Mobile
Source: John Newton, Alfresco
“You will lose control – Get used to it!” JP Rangaswami – CTO, BT at Enterprise 2.0
IT Users
Inside the Enterprise Outside the Firewall
Good Heavens!Put that Tweet in a System of Record!
Chill Seymour!We don’t need
you anyway!
Source: John Newton, Alfresco
The New Shape of the Internet
Sources: Wired – Aug 2010 / Cisco estimates based on CAIDA publications, Andrew Odlyzko
Source = IBM Worldwide Survey of 1,500 CEOs, 2010
The CEO Perspective
New Business Priorities
Reinvent customer relationships
Cluetrain Manifesto 1999:Markets are conversations.
Why should you care?
BECAUSE 57% FEEL BETTER SERVED BY COMPANIES THAT CONNECT WITH THEM VIA SOCIAL MEDIA.
Source: 2008 Cone Business in Social Media Study
Build Operational Dexterity
“The knowledge worker now owns the means of production”- Peter Drucker
“Why is it that I know more about what my High School girlfriend had for dinner than what is going on in my organization?”Tony Zingale,
CEO Jive
18-30
31-45
>45
“I expect to use the same type of networking tools with my business colleagues as I do with my friends and family.”
47%
37%
31%
Source: AIIM
“I believe that the ‘wisdom of the crowds’ improves information quality ”
57%
49%
33%
18-30
31-45
>45
Source: AIIM
1964Age 46
1984Age 26
1948Age 62
These guys are retiring These are the new workers
These are making the purchasing decisions
Email Generation
Facebook Generation
Source: John Newton, Alfresco
Demographics is destiny.
The Empowered EraRole Before the empowered era New opportunities
CEO Optimize customer sales and expenses; manage top-down organizational structures
Encourage direct engagement with customers; promote cross-organizational collaboration
Communications Use email, Web, print and social channels for outbound communication
Use video and social channels to promote interactive communications
Customer service Serve customers at the lowest possible cost
Engage customer directly using social and mobile technologies
HR Use teacher-based classroom or online training
Harness video and social technology for peer-led learning and development
Marketing Treat customers as a target population to be reached and influenced
Harness empowered customers as a marketing channel that influences others
Sales Use traditional channels to speak directly with customers
Use mobile and social technologies to speak directly with customers
Source: Forrester
Market SegmentationSocial Software in the Workplace
(Your people, your place)
Externally Facing Social Software (“White-label”)
(Your people, other people, your place)
Public Social Media (Branded)
(your people, other people, their place)
Data, user experience and governance controlled by the enterprise; private; white-label
Data, user experience and governance may be controlled by others; pre-branded
Assisting with: connecting, marketing, selling, servicing, crowdsourcing, recruiting, training, producing, communicating
BlogtronixEMCeTouchGoogleNewsGatorNovellSocialTextThoughtFarmerTwikiYammer….
AtlassianblueKiwiDrupalIBMJiveLeverageMicrosoftMindTouchMzingaOpenTextTeligent……
AwarenessCommunispaceCrowdFactoryFluxIntroNetworksKickappsLithiumLiveWorldNeighborhood AmericaONEsitePluckSparta Social NetworksThe Port Network…..
BloggerFacebookLinkedInMySpaceTwitterYouTube…..
Ning
Source: Gartner
AIIM Stairway to Heaven- Reinventing Customer Relationships
1. Digital Media Outreach
2. Multi-channel Interactions to Enhance Ease of Use
3. Social Media Engagement - More Dialogues & Insights
4. SOE / SOR Integration for Enhanced Experience
5. Metadata Enablement to Improve Hit Rate on Offers
Source = AIIM and TCG Advisors
AIIM Stairway to Heaven- Building Operating Dexterity
1. Improve Employee Productivity
2. Address Complex Issues Collaboratively
3. Keep Collaborators Connected For Faster Decision Making
4. Mine Community Content to Extract Insights
5. Pre-fetch Information for Faster Time to Resolution
Source = AIIM and TCG Advisors
• Evolution: The View from the IT Organization– Continuation of last
decade’s trend lines– Focus is on Systems
of Record – Significant issues
around mission-critical risk
Source = AIIM and TCG Advisors
• Revolution: The View from End User Community– New social contract for
communication, collaboration, content
– Focus is on Systems of Engagement
– Ratified by consumer IT, violated by enterprise IT
– Radically discontinuous with current infrastructure & policies
Source = AIIM and TCG Advisors
Systems of Engagement
Command and control
Systems of Record Systems of Engagement
Transaction-oriented
Data-centric
User learns system
Security is key issue
Interaction-oriented
User-centric
System learns user
Privacy is key issue
Collaborative
Source = AIIM and TCG Advisors
Content Management Evolves
Source = AIIM and TCG Advisors
Old Paradigm• Documents• Centralized• Slow to retrieve• Table of Contents• Archived• Security• Curator evaluated
New Paradigm• Video, images, messages• Dispersed• Instantaneously present• Crawled• Search indices• Transient• Privacy • User evaluated
Systems of Record meet Systems of Engagement
•Contract entitlements•Account
information, interaction history, purchasing pattern• Subject Matter
Experts profiles & contributions
•Private and public communities•Virtual forums
for collaboration of experts•User-generated
content
•Metadata collection & retention•Algorithms, analytics
•Privacy policy
• Security, rights, authentication
•Content creation & mgmt policies
Source = AIIM and TCG Advisors
Stairway of Investments
Taxonomy
Retrieval & Relevance
Standardize on taxonomy for social content, including content types and community types
Policies & Guidelines
Create policies and guidelines for management of social content, including access, usage, and retention
Security Develop security sub-systems specific to the needs of social content and SOEs
StorageDevelop storage sub-systems to meet the specific needs of social content, including metadata, tagging, and retention
Extend enterprise search & retrieval functions to incorporate social content, including video
Source = AIIM and TCG Advisors
A New Set of Requirements…leverage consumer applications proven to augment existing work processes
specifically targeted to business requirements and opportunitiesaccess with only a browser and an internet connection
no reliance on proprietary systems or technologydevelopment based on open industry standards
built upon a semantic web frameworkembraces and enables BYOC modelno operating system dependencyprovides web service capabilitiestuned options for mobile devices
no browser dependencyno net cost increaseno desktop footprint
100% cloud ready
http://wordofpie.com/2010/03/04/some-outright-cool-stuff/
Evolution of US Federal Technology
Next step?Qusestions• How to quickly
implement social business systems?
• How do do so responsibly?
• How to do so in a way that achieves a business purpose?
Source = AIIM and Headshift
Answers• Make the most of
Information Professionals
• Encourage pioneers• Support 2nd wave of
adopters• Use the Web as your
innovation lab
Contact AIIM to schedule a 1 daySystem of Engagement briefing
• The briefing will explain the AIIM roadmaps in more detail, but also lead a discussions about what this means for your organization, necessary changes, and next steps.
• Learn how your organization can use IT in a new way to improve customer relationships and operational effectiveness.
• Agenda– Objectives– Enterprise Computing 2010-2020– Improving your competitive advantage– System of Records meet System of Engagements– Stairway to heaven for customer conversions– Stairway to heaven for operational productivity– Stairways of investments– Next step
Email: [email protected]
Thank You!Atle Skjekkeland, Vice President, AIIM
Connect@
twitter.com/Skjekkeland
www.facebook.com/skjekkeland