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

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

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

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


0 200 400 600 800 1000

Social Media/Blogs

Games

Email

Portals

Instant Mess.

Videos/Movies

Search

Software Info

Entertainment

Classifieds

906

407

329

176

160

156

138

131

111

107

US Monthly Time Spent Online (Millions of Hours)


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

—Deloitte Study


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• 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


0 200 400 600 800 1000

Social Media/Blogs

Games

Email

Portals

Instant Mess.

Videos/Movies

Search

Software Info

Entertainment

Classifieds

906

407

329

176

160

156

138

131

111

107

US Monthly Time Spent Online (Millions of Hours)

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


Enterprise

Find

Be Found

Grow Business

Influence

Engage

Listen


• 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


Growth in employee productivity

$18,600 more market value per employee

$3,800 more profits per employee

$80,000–120,000 additional revenue per month

Higher profitability

Higher customer loyalty

Recruitment costs 55% lower

Fortune 500 Companies with Engaged Employees Report:

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• 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.


http://www.youtube.com/watch?v=7l6AJ49xNSQ�


• Marketing Research – Fiskars created a social media community – got 70 good

product ideas within 12 hours


Agenda




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


Agenda




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

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


Enterprise Social Media 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”


Enterprise Social Media 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


Agenda




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

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


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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

• 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


Adapted from Katie Delahaye Paine

The SNA Lifecycle

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



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

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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

Copyright © 2013 Social Media Performance Group, Inc. All rights reserved. Social Network Analysis http://buff.ly/1gZz6SV

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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 – [email protected]


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social media and enterprise architecture - introduction and implications

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