Background material supplied to the attendees of my breakfast roundtable on the convergence of ESN, collaboration and KM

1. KM, Collaboration, and
Enterprise Social Networks:
Breakfast Roundtable
Claude R. Baudoin
Senior Consultant
Cutter Consortium
©2012 Cutter Consortium

2. Abstract
 Knowledge management, collaboration, and social media are at
different stages of maturity, but they already seem to be
converging. Few people disagree, for example, that knowledge
flows better between people who have a connection to each other;
or that people who collaborate on a project tend to stay in touch
with each other and solicit each other’s advice later on.
 How do enterprises transform this trend into an advantage?
 During this roundtable, participants will share experiences and hear
advice on the corporate uses of social media, the connection
between communities of practice and social media, and how these
trends contribute to new workflow for the retention and sharing of
expert knowledge.
©2012 Cutter Consortium 2

3. Overview
 This is a roundtable, not a tutorial
 Please share:
• Who you are, what you do
• Your level of familiarity and involvement with the topic
• Successes obtained, issues encountered, concerns, future plans
• Opinions
 My role:
• Facilitate
• Provide additional information and references
• Gather your feedback, compile it and send it out in a few days
 Don’t forget to enjoy breakfast!
©2012 Cutter Consortium 3

4. Recommended Reading
©2012 Cutter Consortium 4

5. Main Points in Claude’s Executive Reports
 What is “social media”?
Comprehensive Types of Social Specific
Definition Media in Business Examples
LinkedIn
Social networks Viadeo
Visible.me
“Bidirectional Google+
communication, Blogs and Wordpress
using several microblogs Twitter
channels, with a
key audience, for Yammer
a sustained Forums and Igloo Software
period of time.” message boards Google Groups
Quora
Multimedia sites YouTube
Slideshare
(… expect more)
©2012 Cutter Consortium 5

6. “How Companies Are Benefiting from Web 2.0
(McKinsey, 2009)
Enterprise 2.0 Capability Is It a Social Medium?
Blogs Yes, only if there is a notion of “followers” and the ability to comment
Mash-ups No
Microblogging Yes, since the follower-followee relationship is typically fundamental
Peer-to-peer Yes (whatever this broad term really means)
Podcasts Not usually
Prediction markets No
Rating Yes, if there is a social component (“Like” button on Facebook)
RSS No
Social Networking Yes, by definition
Tagging Only if it is “social tagging,” i.e. collaborative, and if people get alerts
when their friends have tagged some information with a tag they follow
Video Sharing Yes, only if there is a notion of “followers” and the ability to comment
Wikis Yes, although a wiki may be “socialized” to a very small circle only, or
may be mandated reading in a department rather than being affinity-
based
©2012 Cutter Consortium 6

7. What Are Enterprise-Level Uses?
 Per Cutter’s Andriole & Schiavone:
1. Social market research
2. Brand and marketing intelligence
3. Competitive intelligence
4. Product innovation and lifecycle management
5. Social customer service
6. Threat tracking
 Another classification:
• Share knowledge – see the “social knowledge landscape” framework
• Get closer to customers – CRM, customer service, reputation watch
• Cultivate loyalty – including alumni networks, non-profit sponsorship
• Recruit
©2012 Cutter Consortium 7

8. Business Cases
 Maintain contacts with clients, partners, suppliers – “the big
business card file in the cloud”
 Recruiting – find candidates, or validate their suitability for a job,
through their social profiles and through shared connections
 Ex-employee networks – for rehiring and to maintain loyalty
 Socializing knowledge – people respond more readily to questions
from social connections
 Dissemination of ratings and recommendations (e.g., Amazon)
 Detect and correct service issues (e.g., Comcast on Twitter)
 Organize employee responses to disasters
©2012 Cutter Consortium 8

9. Case Studies
 Deloitte Australia, 2010  Amazon developed one of
• Using Twitter to recruit the first communities of
• Running an internal online film customers that provide
festival, Only@Deloitte ratings for books, music,
• Having “digital natives” mentor electronics and appliances
“digital immigrants”
• Running a marketing campaign  TripAdvisor.com uses
that used Yammer, Twitter and
customer recommendations
LinkedIn
to balance the ratings from
• Connecting peers in the Risk
Services practices through its owner, hotels.com
Yammer groups
• Creating a fantasy football  Kraft Brands created a
league for their clients during multimedia Web site to
the World Cup promote its image
©2012 Cutter Consortium 9

10. Social KM: “It’s Not Just What You Know,
It’s Also Who You Know”
 circa 2000  2011+
Content Commu-
Content Commu- Management nities
Management nities
Social
Collaboration Collaboration Media
10
©2012 Cutter Consortium

11. Inter-Organization KM
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12. Mutual Help
in an ex-
Employee
Social
Network
There were 20
answers to the
initial question
within a month,
including several
within the first 24
hours
©2012 Cutter Consortium 12

13. Social Knowledge Landscape
©2012 Cutter Consortium 13

14. Social Technology & Competitor Watch
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15. Fears, Uncertainty and Doubt
 Leakage of confidential information
 Perception that the enterprise no longer cares to pick up the phone or
meet with its clients
 Loss of productivity
 Dilution of traditional corporate prerogatives and channels
 Uncertainty about corporate and personal benefits/rewards
 Abuse by employees
 Employee poaching
 Malware introduction
 Privacy violations
 Legal/ethical conflicts
 Successive investments in short-lived platforms
©2012 Cutter Consortium 15

16. The Impact and
Cultural
Challenge of
Communities in
the Enterprise
©2012 Cutter Consortium

17. From Fear to Reasoned Adoption
 Organizations have two paths in front of them:
Success
Leverage
Education
Awareness
Ignorance
Fear
Control
 Understand business objectives Failure
 Articulate a vision of what you want to achieve
 Educate senior management (who know the least about this)
 Write a good but simple governance plan
 Have a simple usage policy that encompasses all electronic media
 If you create an alumni network, use an external social network
 Pilot, stay the course, stay agile (deliver quickly and often)
©2012 Cutter Consortium 17

18. Mitigating the Risks
 Adopt a strategic framework to decide where and why to apply a
social strategy
 Do not waste too much time on“return on investment” (ROI)
analysis
• Difficult, elusive, subject to disbelief
• Instead, minimize the costs (open source or cloud-based prototypes)
and demonstrate value incrementally
 Reverse mentoring: “digital natives” should spend time educating
the “digital immigrants”
 Create very simple “electronic communication policies” that are
open-ended enough to accommodate future new media
©2012 Cutter Consortium 18

19. Social Media Strategic Framework
(Andriole & Schiavone)
©2012 Cutter Consortium 19

20. Social Media Policy Sources
SOCIAL MEDIA COMPLIANCE POLICIES, SOME SAMPLES
(Source: Harold Nierop. Reproduced with permission)
IBM - http://www.box.net/shared/static/7n2xt3ebzm.pdf
British Telecom - http://www.box.net/shared/static/llarpa9dnh.pdf
International Federation of the Red Cross (IFRC) - http://www.box.net/shared/static/hrjk0nln59.pdf
The Coca Cola Company - http://www.box.net/shared/static/1ifmdpdzb2.pdf
UK CIPR - http://www.box.net/shared/static/fudf5fx1je.pdf
WOMMA - http://www.box.net/shared/static/qxqj2zrd9v.pdf
US Federal Trade Commission - Principles for Online Behavioral Advertising -
http://www.box.net/shared/static/ssrv55sedo.pdf
US CIO Council - SN Use by Federal Departments - http://www.box.net/shared/static/89149s00yu.pdf
REGULATORY REQUIREMENTS ON THE USE OF SOCIAL MEDIA
(Source: Harold Nierop. Reproduced with permission)
Osterman - The Impact of New Communications Tools - http://www.box.net/shared/static/exvkqvcleu.pdf
Osterman - The Need to Archive SN Content - http://www.box.net/shared/static/byobpxpzi7.pdf
US - FINRA - Supervision of Electronic Communications - http://www.box.net/shared/static/odja4zxt08.pdf
US - FINRA - Guidance on Social Media Web Sites - http://www.box.net/shared/static/75ytdooycl.pdf
US - FINRA - Communications with the Public - http://www.box.net/shared/static/s16c8jzigp.pdf
©2012 Cutter Consortium 20