Social Media and Enterprise Architecture - Introduction and Implications

Social Media and
Enterprise
Architecture
Mike Ellsworth
Enterprise Social Media
Strategist

About ME
• LinkedIn user since June 16, 2003, 6 weeks after it
debuted (member number 8893)
• Networking online since the 80s
• 15 years at Nielsen Co.
• 6 years as IT strategy consultant
• 7 years at State of Minnesota
– Program Director of CareerOneStop

• But here as a citizen and
entrepreneur
Copyright © 2012, Social Media Performance Group, Inc. All Rights Reserved

Agenda
• Why does social media need enterprise architecture?
• What is Social Media?
• Why do enterprise architects need to understand
social media?
• Enterprise Social Media Architecture Features

Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.

Quick poll
• How many of you read blogs?
– … write a blog?
– Personal, Intranet, public site

• How many use Wikipedia?
– Contribute?

• How many of you have a LinkedIn,
Twitter, Facebook account?
• Other sites?
• How many are responsible for social media
architecture?

Social Media Needs Enterprise
Architecture
• EA can help manage the change involved in social
media and the individuals and teams involved
• EA transformative and adaptive processes help
manage staff skills, project mix, business priorities
and challenges
• EA, as always, helps align technology planning with
business strategy

Social Media Needs Enterprise
Architecture

• Business Architecture Social media often comes
into the enterprise without a solid business model, a
cohesive business operating model, or business
technology solution delivery
• Data Architecture Social media usually doesn’t have
an internal data architecture or analytics to drive
business strategy and optimization decisions
• Application Architecture Social media internal and
external app use cases are often ill-defined and the
business is typically unprepared
to inform design and
construction (or acquisition) and
application integration

The Rise of Enterprise Social
Media
• If Facebook were a country, it
would be the world’s third
largest, with more than 1 billion
people, having overtaken the US,
at 317 million
• Nearly two-thirds of US Internet
users regularly use a social
network
• Nielsen Netview found that in
2010 social media use by
Americans dwarfed other online
usage by more than two-to-one

US Monthly Time Spent Online
(Millions of Hours)
0

200

400

600

906

Social Media/Blogs
407

Games

329

Email
Portals

176

Instant Mess.

160

Videos/Movies

156

Search

138

Software Info

131

Entertainment

111

Classifieds

107


800

1000

Media
• 90% of F500 will implement an
Enterprise Social Network (ESN)
by end of 2013
—Deloitte Study

http://buff.ly/19B
rTjk

Media
• 90% of F500 will implement an
Enterprise Social Network (ESN)
by end of 2013
• Age 40-49 40% more likely to
register and more than 100%
more likely to post >4 times per
month than 20-29 year olds
• Cisco: 30% of incoming
workforce would accept less
money to work for a company
with modern connectivity and
collaboration solutions
—Carl Schachter, Google

US Monthly Time Spent Online
(Millions of Hours)
0

200

400

600

906

Social Media/Blogs
407

Games

329

Email
Portals

176

Instant Mess.

160

Videos/Movies

156

Search

138

Software Info

131

Entertainment

111

Classifieds

107


800

1000

What is Enterprise Social
Networking?
• Software that enables open lines of internal and
external communication for an enterprise.
•
•
•
•

Organization (Company) to Consumer
Consumer to Organization
Employee to Employee
Consumer to Consumer


What is Enterprise Social
Networking?
• 66% of decision makers cite collaboration as a
critical success factor for their social networking
solution, followed by efficiency gains (productivity)
at 64%


Social Media in the Enterprise
• Typical Social Media Application Areas:
– Marketing
– Branding
– Sales

Find

Be
Found

Listen

Enterprise

Grow
Business

Engage

Influence

• Other Great Places to Use Social Media:
–
–
–
–
–
–

Customer Service
Product Development
Employee Engagement
Knowledge Management
Crisis Communications
Marketing Research


• Customer Service
– Comcast uses Twitter to move customer support toward
real-time


• Product Development
– Dell listened to their online community, created a Linux
product


• Employee Engagement
– BestBuy’s WaterCooler has had 1.5M posts over 2 years,
10,000 employees a week using
Fortune 500 Companies with Engaged Employees Report:
$80,000–120,000
additional revenue
per month

Growth in
employee
productivity

http://buff.ly/1gZyCMw

Recruitment
costs 55% lower
$18,600
more market value
per employee

$3,800
more profits
per employee

Higher
Higher
profitability
customer
Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.loyalty

• Knowledge Management
– IBM develops technology solutions three times faster
using social media knowledge management


• Crisis Communications
– Domino’s Pizza YouTube video response from president:
650,000 views, 7,000 comments.


• Marketing Research
– Fiskars created a social media community – got 70 good
product ideas within 12 hours


A Quick social media 101


What is Social Media?
“Social media are online communications in which
individuals shift fluidly and flexibly between the role
of audience and author.
To do this, they use social software that enables
anyone without knowledge of coding, to post,
comment on, share or mash up content and to form
communities around shared interests.”
Joseph Thornley, CEO of Thornley Fallis

What is Social Media?
• Online activities involving three major components:
– User Generated Content (UGC)
– Participating in online communities
– Sharing opinions and
ratings with others


Failure is an Option
• Gartner research estimates that fully 80% of social
business initiatives will deliver disappointing
results, but that’s typically a result in a failure of
strategy rather than a failure of the tool (software).


Generational Pressure
• Gen Y demands access to social media – it’s
their tool of choice
• Imagine if you were not allowed to use
email because of security risk!
• “People want to use their favorite technologies at
work. They're satisfying themselves and not waiting
for IT”
– Dennis Moore, SAP

• What is the cost of people working in isolation?
Yahoo! News – 19 June 2007


Social Media is Unpredictable
• "Most enterprise architectures depict a fairly
predictable workflow. Social media can be disruptive
where the applications have been designed to
depend on very linear process flows.”
– Tom Nolle, president of CIMI, an IT consultancy


Architecture Challenges
• Social software may not fit into the architecture
– Security
– Integration
– Operational challenges

• Social software market is highly fragmented
– Outside the firewall
– Inside the firewall


Social Media Challenges
Taxonomy – Tags
•
•
•
•
•
•
•

Simple categories or key words
User-defined
“Folksonomy”
Each item can have multiple tags
Commonly used in blogs
Used by Flickr, Gmail
Can use to generate a “tag cloud”


Social Media Requires
Real-Time – Presence
• Tools that say where you are and what you are doing
• Applications for mobile environment
• Issues of privacy and self-presentation – “intimacy
literacy”


Data Architecture Challenges
• Enterprise Data Management
– Understanding & documenting data
– Developing externally-facing enterprise data management
architectures
– Structuring unstructured data
• Folksonomies

– Developing semantic relationships
– Creating and managing metrics
– Security and access control


Social Media Security
Challenges
• Communication with customers on public social
media platforms could involve sensitive information
• Yet restricting this communication forces users to
use personal devices and accounts


IP issues
• Internal content generated by users will be covered
by existing agreements
• Issues where content created and used by different
groups
• Creative Commons is one solution
– Variety of licenses covering attribution, commerce,
derivation and sharing


Architecture Features
• Typical of a knowledge-sharing architecture
– Similar to collaboration and knowledge management
structures
– Dynamic
– Diverse (LinkedIn, Twitter, Facebook, YouTube)
– Evolving
– Sharing
– Collaborating
– Mostly unstructured data
– Semantic – a big challenge!

Semantic Interaction Leading to
Social Knowledge Evolution

Source: Cheng Zhang Enterprise data Architecture and its application in social networks http://bit.ly/19TgcZn

Social Network Analysis
• Big business in determining effectiveness of social
media efforts
• Big myth that social media effects are hard to
quantify


Changing What We Measure
• ASPCA traces on-line donations and increased
membership back to its social media efforts
• Best Buy measured 85% lower turnover as a result
of its Blue Shirt community
• State Farm measures its internal blog by the
improvement in morale

Adapted from Measurement & engagement: why engagement is really the only thing
that matters, Katie Delahaye Paine

Changing What We Measure
• Zero-budget YouTube videos about Barack Obama
were seen by 120x the audience of Hilary Clinton’s
multi-million dollar “largest town hall meeting in US
history”
• IBM receives more leads, sales and exposure from a
$500 podcast than it does from a traditional ad

Adapted from Katie Delahaye Paine

Social Media Metrics
• Some social media standard metrics
•
•
•
•
•
•
•
•
•

Sentiment
Online Reputation
Volume
Velocity
Conversation Rate
Amplification Rate
Applause Rate
Economic Value
Advertising Effectiveness


Standard Classifications of
Discussion
•
•
•
•
•
•
•
•
•
•
•
•
•

Acknowledging receipt of
information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up

•
•
•
•
•
•
•
•
•
•
•
•
•
•

Adapted from Katie Delahaye Paine

Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll

The SNA Lifecycle
• Social Network Analysis (SNA) starts with collecting
internal and external data

Source: Cheng Zhang Enterprise dataCopyright © 2013 Social application in social networks rights reserved.
Architecture and its Media Performance Group, Inc. All http://bit.ly/19TgcZn

The SNA Lifecycle


The SNA Lifecycle
• Phase 1: Data Collection Ongoing phase due to
continuous stream of data. Architecture must
ensure all incoming data are reliably stored
– Typically a high-volume from diverse sources
– May include collection of data from internal users
– Initial relevance scoring may be necessary due to volume

A Brief Introduction to Social Network Analysis by
Orgnet, LLC http://buff.ly/19BsNw1

The SNA lifecycle
• Phase 2: Data Preparation Snapshot of data is basis
for analytics queries
– Huge challenge: Social media data are ephemeral
– Establishing chain of custody of data – when collected,
how transformed, when retired
– May be compliance issues – example: hiring decisions


The SNA lifecycle
• Phase 3: Analysis Execution. Analyses required by
the business are likely to change often, although
there will be some standard queries
– Offer ad hoc querying based on standard metrics
– Reporting function must be very flexible and able to easily
retag and collect data into social media campaigns

Social Network Analysis http://buff.ly/1gZz6SV


The SNA lifecycle
• Phase 4: Result Finalization. Results are made
available to the user interface for end users and
analysts to examine the results


Social Network Analysis Life
Cycle


Thank You!
• You are welcome to connect with me:
–
–
–
–
–
–

Mike Ellsworth
Twitter: @MikeEllsworth
LinkedIn: www.LinkedIn.com/in/MikeEllsworth
Facebook: www.facebook.com/MichaelJEllsworth
Blog.socialmediaperformancegroup.com
mellsworth@socialmediaperformancegroup.com


Credits
• P. 6 image Some rights reserved by jannemei
http://www.flickr.com/photos/jannemei/102301539
6/sizes/o/in/photostream/
• P. 21 image http://buff.ly/1gZyLj1
• P. 34 image http://buff.ly/1gZyP2c


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