20110913 ecm show 2011 opening keynote on the social business roadmap
DESCRIPTION
This keynote at ECMShow 2011 in Sao Paulo, Brazil identified the business drivers for social business and introduced the AIIM Social Business Roadmap.TRANSCRIPT
![Page 1: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/1.jpg)
Social Business: Using Social Processes and Technologies To Achieve Strategic Objectives
Jesse Wilkins, CRMDirector, Systems of Engagement
AIIM InternationalSeptember 13, 2011
![Page 2: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/2.jpg)
About AIIM
• International - Members in 146 countries
• Independent - Unbiased and vendor neutral
• Implementation Focused - Processes, not just technology
• Industry Intermediary - users, suppliers, consultants, analysts, and the channel
• http://www.aiim.org
![Page 3: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/3.jpg)
Jesse Wilkins, CRM
•Director, Systems of Engagement, AIIM
•Background in electronic records management, email management, ECM, and social technologies
•Frequent industry speaker and author•AIIM ERM and E2.0 Expert Blogger•Instructor for AIIM Certificate Programs
![Page 4: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/4.jpg)
A technology inflection point
Implications
The social business roadmap
![Page 5: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/5.jpg)
A technology inflection point
![Page 6: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/6.jpg)
Era
Years
Typical thing
managed
Best known
company
Content mgmt focus
Mainframe
1960-1975
A batch trans
IBM
Microfilm
Mini
1975-1992
A dept process
Digital Equipmen
t
Image Mgmt
PC
1992-2001
A documen
t
Microsoft
Document Mgmt
Internet
2001-2009
A web page
Content Mgmt
???
2010-2015
???
???
???
Systems of Record
![Page 7: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/7.jpg)
Systems of Record
![Page 8: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/8.jpg)
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
![Page 9: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/9.jpg)
Systems of Engagement
![Page 10: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/10.jpg)
Era
Years
Typical thing
managed
Best known
company
Content mgmt focus
Mainframe
1960-1975
A batch trans
IBM
Microfilm
Mini
1975-1992
A dept process
Digital Equipmen
t
Image Mgmt
PC
1992-2001
A documen
t
Microsoft
Document Mgmt
Internet
2001-2009
A web page
Content Mgmt
Social and Cloud
2010-2015
An interactio
n
Social Business Systems
Systems of Record
Systems of Engagement
![Page 11: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/11.jpg)
A technology inflection point
Implications
![Page 12: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/12.jpg)
Command and control
Command and control
Systems of Record
Transaction-oriented
Transaction-oriented
Document-centricDocument-centric
Limited deployment
Limited deploymentCentral IT-
provisionedCentral IT-
provisioned
The Next Decade of Enterprise ITSystems of Engagement
Interaction-oriented
User-centric
Ubiquitous deployment
Self-provisioned
Open and accessible
![Page 13: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/13.jpg)
Consideration Systems of Record Systems of Engagement
Focus Transactions Interactions
Governance Command & Control Collaboration
Core Elements Facts & Commitments Ideas & Nuances
Value Single Source of Truth Discovery & Dialog
Standard Accurate & Complete Immediate & Accessible
Content Authored Communal
Primary Record Type
Documents Conversations
Searchability Easy Hard
Usability User is trained User “knows”
Accessibility Regulated & Contained
Ad Hoc & Open
Retention Permanent Transient
Policy Focus Security (Protect Assets)
Privacy (Protect Users)
![Page 14: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/14.jpg)
“A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers.
We call this new kind of company the networked enterprise.”
![Page 15: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/15.jpg)
The End of IT Autocracy
![Page 16: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/16.jpg)
Technology touches everyone.
Everyone carries technology expectations
into the workplace.
Why do I feel so powerful as a consumer
and so lame as an employee?
Photo source = http://www.flickr.com/photos/notionscapital/5225049493/
![Page 17: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/17.jpg)
![Page 18: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/18.jpg)
A technology inflection point
Implications
The social business roadmap
![Page 19: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/19.jpg)
If you don’t know where you’re going….
19
![Page 20: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/20.jpg)
Download at aiim.org/roadmap
AIIM Social Business Roadmap
![Page 21: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/21.jpg)
The social business roadmap
•Describes steps to implement social business
•NOT necessarily linear•Will vary substantially between organizations
![Page 22: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/22.jpg)
Empowerment
•Not a step in the roadmap, but necessary precursor to successful social business initiatives•Transparency•Trust•Technology
22
![Page 23: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/23.jpg)
Emergence•Experimental use of technologies•“Under the radar”•Proof of concept
23
![Page 24: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/24.jpg)
•Experimental use of technologies
•Proof of concept
Emergence
![Page 25: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/25.jpg)
Strategy•Formalization of approach•Social business assessment•Planning and project management• Internal marketing and communication•Social business team•Organization-specific roadmap
25
![Page 26: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/26.jpg)
Development• Identify desired capabilities and deployment options
•Procure and implement tools•Develop and deliver training and support
•Build integration
26
![Page 27: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/27.jpg)
Source: Govloop.com
Development
27
![Page 28: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/28.jpg)
Development
28
![Page 29: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/29.jpg)
Development
![Page 30: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/30.jpg)
Monitoring•Listen to conversations before jumping into them
•Look for tone and sentiment•Watch for complaints•Set up queries and alerts•Empower community managers
30
![Page 31: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/31.jpg)
Monitoring
31
![Page 32: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/32.jpg)
![Page 33: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/33.jpg)
Participation•Seed content into tools•Use the tools!•Consistent messaging across tools•Be patient
33
![Page 34: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/34.jpg)
Participation
34
![Page 35: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/35.jpg)
Engagement•Move from listening and broadcasting to engagement
•Plan for engagement•Authenticity and personality key
35
![Page 36: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/36.jpg)
Engagement
![Page 37: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/37.jpg)
The US Air Force’s Rules of Engagement for Blogging
Engagement
37
![Page 38: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/38.jpg)
Governance•Policies and guidelines•Restrictions on tools and content• Internal monitoring•Records management•Legal issues
38
![Page 39: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/39.jpg)
Governance
![Page 40: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/40.jpg)
•Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
Policy 2.0 – in 140 characters
![Page 41: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/41.jpg)
Optimization•Encourage uptake of the tools•Monitor efficacy of tools•Measure and analyze tools and processes•Continue to educate users and stakeholders• Identify changes to tools and new tools
![Page 42: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/42.jpg)
Conclusion
•Social business processes and tools are here TODAY
•Significant business benefits from their use
•It can be done responsibly•It’s time to lead our organizations
![Page 43: 20110913 ECM Show 2011 Opening Keynote on the Social Business Roadmap](https://reader033.vdocuments.net/reader033/viewer/2022051513/547b98afb4af9f36088b4765/html5/thumbnails/43.jpg)
Jesse Wilkins, CRM, CDIA+, ermm
Director, Systems of EngagementAIIM International
+1 (303) 574-0749 [email protected]
http://www.twitter.com/jessewilkinshttp://www.linkedin.com/in/jessewilkinshttp://www.facebook.com/jessewilkinshttp://www.slideshare.net/jessewilkins
For more information