Summary of the explosive growth of social media over the last 3 years. Social Media components are now finding their way in the Enterprise. Enterprise Social Media has Internal-Facing and External-Facing components.
Silicon Valley ARMA Spring Seminar 2010 -- Faceoff Between the Enterprise and Social Media
1. Face off
Face-off Between the
Enterprise And Social Media
Dick Weisinger
dweisinger@formtek.com
Twitter: @DickAtFormtek
April 8, 2010
o
2. …or, in Twitter-speak
i T itt k
@ARMA Faceoff betw
#Enterprise & #SocialMedia
#socialnetworks D ’ Miss
# i l k Don’t Mi
3. Discussion Points
Di i P i t
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
4. Who
Wh am I?
Dick Weisinger
Vice President and Chief Technologist
Formtek, Inc
,
Not one of the 28,000+ Social Media experts
20
20+ years of experience in Content Document
Content, Document,
Image, and Records Management
Regular b ogge at
egu a blogger
http://www.formtek.com/blog and
http://keytocontent.blogspot.com/
5. Formtek?
F t k?
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
6. Number f “S i l M di ” S
N b of “Social Media” Searches
h
2005: 9,150,000
2006: 41,600,000
2007: 165 000 000
165,000,000
2008: 359,000,000
2009: 1 230 000 000
1,230,000,000
7. Social M di N D fi iti ?
S i l Media: No Definition?
8. Social M di Many Definitions
S i l Media: M D fi iti
Cloud built from word frequency of the text found on the top 30 page hits on Google
found when searching “Social Media Definition”
9. A D fi iti
Definition of S i l Media
f Social M di
Social Media are tools that let people
s a e co te t a d
share content and information,
o at o ,
communicate, and interact online
10. Characteristics of SM
Ch t i ti f
Real Time
Participation
Transparency
Informal and Spontaneous
12. Social M di C t t
S i l Media Content & Audience
A di
Reusability of Content Audience Size
High Low
Immediacy and Focus
13. Social Media C t t
S i l M di Content
There are more than 3.5 billion pieces of
new content each week on Facebook
– Web links
– News stories
– Blog posts
14. SM and Business
dB i
“We need to transform the business
We
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
changes i real time…. ”
h in l ti
-- Marc Benioff
salesforce.com
15. SM + B i
Business = E t
Enterprise 2.0
i 20
“Enterprise 2.0 is all about using
tec o ogy
technology to bring brains together
b g b a s toget e
effectively.”
-- Andrew McAfee
Harvard Business School
16. Enterprise 2.0 Market
E t i 20M k t
Huge
– IDC: $1.6 Billion by 2013
– Forrester: $4.3 Billion by 2013
$ y
17.
18. Fortune 100 C
F t Companies and SM
i d
79% use Twitter, Facebook, YouTube,
blogs
– 66% use Twitter
• Average 4.2 Corporate Twitter accounts
– 54% has at least one Facebook Fan page
– 50% have at least one YouTube channel
h tl t Y T b h l
– 33% have at least one corporate blog
23% use all Four Platforms
19. Internal and External SM
I t l dE t l
Customers Loyalty
Sales Mktg Public
Eng
PR
Internal- Social Brand
Facing
F i Media
Social Media Reputation
HR
Fin
Operations CXO Partners
Suppliers Quality
20. External-Facing SM Examples
E t l F i E l
Marketing Public Relations
Goal: Publish content Goal: Monitor / comment
to build web traffic on product/service
HR / Recruiting CXO
Goal: Locate new Goal: As leader, share
employees opinions and knowledge
21. Internal-facing SM Tools
I t l f i T l
Single-Author Multi-Author
“Agreed Upon”
Agreed Upon
Blog Wiki
Content Collaboration
Repository
22. Internal Wikis
I t l Wiki
Pros
– Can grow into a useful knowledgebase
– Can replace emails
p
– Content Topics have version control and audit
trails
Cons
– Usually takes a lot of content to start
– N d oversight: Can quickly become
Needs i ht C i kl b
disorganized
– People need to be motivated to use the wiki
23. Internal Blogs
I t l Bl
Pros
– Good at one-way Communications
• Company announcements
• Reinforcing policy
• Sharing information and best practices
– Can Serve as a Starting Point for Questions
and Discussions
Cons
– Expectations of Frequent Updates
– Not the best tool for collaboration
24. MicroBlogs
Mi Bl
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
Businesses need clear communication
d l i ti
• 140 character limit can lead to misunderstanding
25. Document Lib
D t Libraries
i
Pros
– High-performance “Share Drive”
– Easily searchable and taggable
y gg
– Secure and auditable
Cons
– More formal collaboration -- versioning
26. Team C ll b
T Collaboration Software
ti S ft
Project Focused
Project-Focused
Project plans
Managed Spaces
Aggregated set of tools
– Blogs Wikis, …
Blogs, Wikis
Calendar
Common Repository
Discussion Threads
Workflow
28. Inward-Facing SM E
I d F i Examples
l
Teams Projects
Goal: Better team work Goal: Better progress
and sharing of ideas tracking, collaboration
Knowledge Admin/Training
Goal: Locate information Goal: Broadcast Company
to do your job Policies and Education
Internal SN / directory Streaming video
Company Portal
29. Enterprise Apps Go Social
E t i A G S i l
Apps adding ‘Social’ Features
Social
– Tagging
– Annotation of data entry fields
y
– Embedded Social widgets
– Discussion Threads for documents or records
– Notification on data and document changes
31. Social M di i
S i l Media is a Tactical Tool
T ti l T l
Can amplify your voice and message
Can streamline communications
SM should be an element of your strategy
– SM is not a strategy in itself
Improves rather than revolutionizes
32. “Companies often do not know the best
Companies
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,
Altimeter G
l Group
33. Pitfalls t
Pitf ll to SM Implementation
I l t ti
Half hearted
Half-hearted implementations
– Doing it for the sake of doing it
– Don’t get caught in the hype
g g yp
No Clear Social Media Usage Guidelines
34. Who ill
Wh will maintain SM Content?
i t i C t t?
Content Becomes Stale or
Obsolete
Content
Content How do people find
content?
Content
Knowledge Librarian
– Organize
– Maintain
Knowledge
g
– Update and purge
35. Downside of Social M di
D id f S i l Media
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 Weak
Wasted Time
W t d Ti
36. SM Addi ti /Ti
Addiction/Time W t ?
Waster?
Check Facebook for Updates
– 11% Every Two Hours
– 15% A Few Times A Day y
– 29% At least Once a Day
– 46% After a Long Time
Adults > 25 years old
From: Retrevo Gadgetology Report
February 2010. Survey of 1000
37. 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 people’s j b b i
Are l ’ jobs being d
done b tt or faster?
better f t ?
How can you measure?
– Co nting n mbe of blogs o t eets won’t work
Counting number or tweets on’t o k
38. Don’t Rush
D ’t R h
70 95%
70-95% of IT-driven social media
IT driven
initiatives will fail through 2012
-- Gartner
39. Summary
SM is about Content Collaboration
People and Relationships drive SM
Differences of Internal and External SM
SM should be used as tactical tools
Many SM tools – choose wisely
Collaboration tools work well for Internal
Plan and measure to achieve success