benefits and risks of social technologies
DESCRIPTION
This presentation describes how you can use social technologies to transform key business processes, but also required governance to reduce risks. For more information www.aiim.orgTRANSCRIPT
Benefits and Risks of Social Technologies?
Atle Skjekkeland AIIM Vice President@skjekkeland
What is Social Business?
Everything is Social
Cluetrain Manifesto – updated:Markets [and organizations] are conversations.
Using Social to Engage Customers?
Why should you care?
BECAUSE 57% FEEL BETTER SERVED BY COMPANIES THAT CONNECT WITH THEM VIA SOCIAL MEDIA.
Source: 2008 Cone Business in Social Media Study
Role of Social MediaCommunication Brand Exposure Traffic to Site
YouTube
Digg
Good
Good
Good
Good
OK
OK
GoodOK Bad
Good Good OK
GoodOK Good
Source: CMO
Using Social to Empower Staff?
Social NetworkingWikiBlogsMicro-bloggingInstant MessengerRSS Video calls
18-30
31-45
>45
“I expect to use the same type of networking tools with my business colleagues as I do with my friends and family.”
47%
37%
31%
Source: AIIM
Source: John Newton, Alfresco
1313 IBM Confidential
Business benefits?
Integration into business processesRole Before the empowered era New opportunities
CEO Optimize customer sales and expenses; manage top-down organizational structures
Encourage direct engagement with customers; promote cross-organizational collaboration
Communications Use email, Web, print and social channels for outbound communication
Use video and social channels to promote interactive communications
Customer service Serve customers at the lowest possible cost
Engage customer directly using social and mobile technologies
HR Use teacher-based classroom or online training
Harness video and social technology for peer-led learning and development
Marketing Treat customers as a target population to be reached and influenced
Harness empowered customers as a marketing channel that influences others
Sales Use traditional channels to speak directly with customers
Use mobile and social technologies to speak directly with customers
Source: Forrester
http://www.constellationrg.com/22136/research-summary-introducing-the-43-use-cases-for-social-business-social-enterprise/
Source: http://www.mckinseyquarterly.com/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432
Almost entirely from expected sources
Mostly from expected sources
Equally from expected and unexpected sources
Mostly from unexpected sources
Almost entirely from unexpected sources
0% 10% 20% 30% 40% 50%
Use Case: Enterprise Q&A Do answers to questions generally come from expected or unexpected sources?
N=90 Q&A users , excl. 22 Don’t Knows
Use Case: InnovationOur open innovation platform has been successful at: (Check all that apply)
N=84 Innovation users
Coming up with minor changes to our internal processes
Coming up with major changes to our internal processes
Coming up with minor changes to our external offerings
Coming up with major changes to our external offerings
Improving morale
None of these
0% 20% 40% 60% 80%
Share knowledge and information?
Work together to execute basic business processes?
Communicate important updates and new information to each other?
0% 20% 40% 60% 80% 100%
AfterBefore
Use Case: Sales & Marketing Collaboration
Before/after the social infrastructure was in place, how well did/do the Sales and Marketing staff:
N=58 users, “Fairly Well” + “Very Well”
% of Organizations “Fairly Well” or “Very Well”
Reluctance of staff to contribute
Non-involvement of senior staff
Too much social, not enough business
Mostly used by IT
Content creation outside of the ECM/RM process
Departmental closed groups
Domination by those who want to get noticed
Creating a local not enterprise “social structure”
Has become something of a “clique” activity
Traffic is mostly management-to-staff, not vv
Anonymous posts vs. named posts
Abuse or harsh criticism
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Issues What would you say are the THREE biggest issues you’ve found with social business/E2.0 applications in your organization?
N=398, 10+ emps
How to implement?
What’s wrong with enterprise IT?
A New Set of Requirements…leverage consumer applications proven to augment existing work processes
specifically targeted to business requirements and opportunitiesaccess with only a browser and an internet connection
no reliance on proprietary systems or technologydevelopment based on open industry standards
built upon a semantic web frameworkembraces and enables BYOC modelno operating system dependencyprovides web service capabilitiestuned options for mobile devices
no browser dependencyno net cost increaseno desktop footprint
100% cloud ready
Source: http://wordofpie.com/2010/03/04/some-outright-cool-stuff/
US Federal Government
Source: http://www.slideshare.net/whitehouse/charting-a-course-for-transformation
Required Governance?
Era
Years
Typical thing
managed
Best known
company
Content mgmt focus
Mainframe
1960-1975
A batch transactio
n
IBM
Microfilm
Mini
1975-1992
A dept process
Digital Equipment
Image Mgmt
PC
1992-2001
A document
Microsoft
Document Mgmt
Internet
2001-2009
A web page
Content Mgmt
Social and Cloud
2010-2015
An interaction
Social Business Systems
Systems of Record
Systems of Engagement
Considered remedies:• 87% Social Media Policy• 86% Employ training• 85% Capturing
confidential data• 85% Data loss prevention• 84% Data management
technology• 82% Archive sensitive info
Source: Symantec http://bit.ly/niAPxy
• Spear Phishing is an attack targeting a specific user or group of users, and attempts to deceive the user into performing an action that launches an attack, such as opening a document or clicking a link
• The second concern regarding social media use by federal employees is Social Engineering, which relies on exploiting the human element of trust
• Advances in web application technologies allow attackers to use new techniques against social media websites not previously possible in email.
Policies and Procedures
The US Air Force’s Rules of Engagement for Blogging
“You will lose control – Get used to it!” JP Rangaswami – Chief Scientist, Salesforce
IT Users
Inside the Enterprise Outside the Firewall
Good Heavens!Put that Tweet in a System of Record!
Chill Seymour!We don’t need
you anyway!
Source: John Newton, Alfresco
Governance Framework
1. Prevent
• Risk assessments
• Training
• Policies & procedures
• Executive commitment
3. Respond
• Investigation
• Communication
• Improvements
• Employee discipline
2. Detect
• Audit
• Ombudsman
• Monitoring
Prevent
DetectRespond
Strategies for Success?
Creating a Groundswell Strategy1. What are your customers
[or staff] ready for?2. What are your goals?3. How do you want
relationships with your customers [or staff] to change?
4. What applications should be build?
Source: http://www.fastcompany.com/1732616/behaviorgraphics-discovering-the-me-in-social-media
Selecting the right social software
Source: http://www.constellationrg.com/21762/monday’s-musings-a-working-vendor-landscape-for-social-business/
www.aiim.org/roadmap
How to get started?
Plan the Future – Get Educated!
Online, Public and Private Classes Available.Visit www.aiim.org/trainingEmail: [email protected]
