silicon valley arma spring seminar 2010 -- faceoff between the enterprise and social media
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Face-off Between the Face off Between the Enterprise And Social Media
Dick Weisingerdweisinger@formtek.comTwitter: @DickAtFormtek
April 8, 2010
Twitter: @DickAtFormtek
o
i T itt k…or, in Twitter-speak
@ARMA Faceoff betw @ARMA Faceoff betw #Enterprise & #SocialMedia # i l k D ’ Mi#socialnetworks Don’t Miss
Di i P i tDiscussion Points
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
Wh I?Who am I? Dick Weisinger Dick Weisinger Vice President and Chief Technologist
Formtek, Inc, Not one of the 28,000+ Social Media experts 20+ years of experience in Content Document 20 years of experience in Content, Document,
Image, and Records Management Regular blogger at egu a b ogge at
http://www.formtek.com/blog andhttp://keytocontent.blogspot.com/
F t k?Formtek? 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
N b f “S i l M di ” S h2005: 9,150,000
Number of “Social Media” Searches2005: 9,150,0002006: 41,600,0002007: 165 000 0002007: 165,000,0002008: 359,000,0002009: 1 230 000 0002009: 1,230,000,000
S i l M di N D fi iti ?Social Media: No Definition?
S i l M di M D fi itiSocial Media: Many Definitions
Cloud built from word frequency of the text found on the top 30 page hits on Googlefound when searching “Social Media Definition”
A D fi iti f S i l M diA Definition of Social Media
Social Media are tools that let people share content and information, s a e co te t a d o at o ,communicate, and interact online
Ch t i ti f SMCharacteristics of SM
Real Time Real Time Participation Transparency Transparency Informal and Spontaneous
Th 3 C’ f S i l M diThe 3 C’s of Social Media
S i l M di C t t & A diSocial Media Content & AudienceReusability of Content Audience Size
High Low
Immediacy and Focus
S i l M di C t tSocial Media Content
There are more than 3.5 billion pieces of There are more than 3.5 billion pieces of new content each week on Facebook– Web links– News stories– Blog posts
SM d B iSM and Business
“We need to transform the business We need to transform the business 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 h i l ti ”changes in real time…. ”
Marc Benioff-- Marc Benioffsalesforce.com
SM + B i E t i 2 0SM + Business = Enterprise 2.0
“Enterprise 2.0 is all about using technology to bring brains together tec o ogy to b g b a s toget e
effectively.”
-- Andrew McAfeeHarvard Business School
E t i 2 0 M k tEnterprise 2.0 Market
Huge Huge– IDC: $1.6 Billion by 2013– Forrester: $4.3 Billion by 2013$ y
F t 100 C i d SMFortune 100 Companies and SM
79% use Twitter, Facebook, YouTube, 79% use Twitter, Facebook, YouTube, blogs– 66% use Twitter
• Average 4.2 Corporate Twitter accounts
– 54% has at least one Facebook Fan page50% h t l t Y T b h l– 50% have at least one YouTube channel
– 33% have at least one corporate blog
23% use all Four Platforms 23% use all Four Platforms
I t l d E t l SMInternal and External SM
MktgSales
Customers
Public
Loyalty
MktgSales
PREng
Public
BrandSocial Media
Internal-F i
HRFin
ReputationMediaFacing
Social Media
Operations CXO
Suppliers
Partners
QualitySuppliers Quality
E t l F i SM E lExternal-Facing SM ExamplesMarketing Public Relations
Goal: Publish contentto build web traffic
Goal: Monitor / comment on product/service
HR / RecruitingGoal: Locate new
employees
CXOGoal: As leader, share
opinions and knowledgeemployees opinions and knowledge
I t l f i SM T lInternal-facing SM ToolsMulti-Author
“Agreed Upon”Single-Author
Agreed Upon
WikiBlog
Content CollaborationContent Repository
Collaboration
I t l WikiInternal Wikis
Pros Pros– Can grow into a useful knowledgebase – Can replace emailsp– Content Topics have version control and audit
trails
Cons– Usually takes a lot of content to start
N d i ht C i kl b – Needs oversight: Can quickly become disorganized
– People need to be motivated to use the wikiPeople need to be motivated to use the wiki
I t l BlInternal Blogs
Pros Pros– Good at one-way Communications
• Company announcements• Reinforcing policy• Sharing information and best practices
– Can Serve as a Starting Point for Questions Can Serve as a Starting Point for Questions and Discussions
Cons– Expectations of Frequent Updates– Not the best tool for collaboration
Mi BlMicroBlogs
Pros 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 d l i ti– Businesses need clear communication• 140 character limit can lead to misunderstanding
D t Lib iDocument Libraries
Pros Pros– High-performance “Share Drive”– Easily searchable and taggabley gg– Secure and auditable
Cons– More formal collaboration -- versioning
T C ll b ti S ftTeam Collaboration Software
Project-Focused Project Focused Project plans Managed Spaces Managed Spaces Aggregated set of tools
– Blogs Wikis Blogs, Wikis, …
Calendar Common Repository Common Repository Discussion Threads Workflow Workflow
C ll b ti S ftCollaboration Software
I d F i SM E lInward-Facing SM ExamplesTeams Projects
Goal: Better team work and sharing of ideas
Goal: Better progress tracking, collaboration
KnowledgeGoal: Locate information
to do your job
Admin/TrainingGoal: Broadcast Company
Policies and Educationto do your job Policies and Education
Streaming video
Company Portal
Internal SN / directory
E t i A G S i lEnterprise Apps Go Social
Apps adding ‘Social’ Features Apps adding Social Features– Tagging– Annotation of data entry fieldsy– Embedded Social widgets – Discussion Threads for documents or records– Notification on data and document changes
Caveats and Pitfalls
S i l M di i T ti l T lSocial Media is a Tactical Tool
Can amplify your voice and message Can amplify your voice and message Can streamline communications SM should be an element of your strategy SM should be an element of your strategy
– SM is not a strategy in itself
Improves rather than revolutionizes Improves rather than revolutionizes
“Companies often do not know the best Companies often do not know the best 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, l GAltimeter Group
Pitf ll t SM I l t tiPitfalls to SM Implementation
Half-hearted implementations Half hearted implementations– Doing it for the sake of doing it– Don’t get caught in the hypeg g yp
No Clear Social Media Usage Guidelines
Wh ill i t i SM C t t?Who will maintain SM Content? Content Becomes Stale or
Obsolete How do people find Content
Content
content? Knowledge Librarian
Content
– Organize– Maintain
Update and purgeKnowledge – Update and purgeg
D id f S i l M diDownside of Social Media
Data Overload 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 WeakW t d Ti Wasted Time
SM Addi ti /Ti W t ?SM Addiction/Time Waster?
Check Facebook for Updates Check Facebook for Updates– 11% Every Two Hours– 15% A Few Times A Dayy– 29% At least Once a Day– 46% After a Long Time
Adults > 25 years oldFrom: Retrevo Gadgetology ReportFebruary 2010. Survey of 1000
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 l ’ j b b i d b tt f t ?– Are people’s jobs being done better or faster?
How can you measure?Co nting n mbe of blogs o t eets on’t o k– Counting number of blogs or tweets won’t work
D ’t R hDon’t Rush
70-95% of IT-driven social media 70 95% of IT driven social media initiatives will fail through 2012
-- Gartner
SSummary
SM is about Content Collaboration SM is about Content Collaboration People and Relationships drive SM Differences of Internal and External SM Differences of Internal and External SM SM should be used as tactical tools Many SM tools choose wisely Many SM tools – choose wisely Collaboration tools work well for Internal
Plan and measure to achieve success Plan and measure to achieve success
Th k Y !Thank You!
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