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All Contents © 2009 Burton Group. All rights reserved.
Use Cases Driving Identity in Enterprise 2.0: The Consumerization of IT
Monday, July 27, 2009
Mike Gotta
Principal Analyst
Collaboration and Content Strategies
http://mikeg.typepad.com
Alice Wang
Director
Burton Group
Similar Concepts, Different Meanings
Enterprise 2.0 & Consumerization of IT
On being here to talk about socialtools and applications in front ofan identity audience:
Same terms, same topics – butdifferent understandings and context?
re: Web 2.0 and Enterprise 2.0…How did we get here?
2
Intermingling Of Tribal Beliefs
Each community believes that it has discovered fire…
Identity community discovers that:“it’s all about relationships” (Blakley, 2008)
Collaboration community discovers that:“it’s all about identity”
Both groups are coming to realize that:Identity and relationships are the two sides of the social networking coin
3
The Web 2.0 Perspective
Why now?
Web 2.0Network (Web) as platformConsuming and remixing data Architecture of participation
“Social Web”“Open Stack” (Chris Messina, David Recordon, Joseph Smarr)
4
Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop
= =
The Enterprise 2.0 Perspective
Why now?
Enterprise 2.0 (2006, McAfee)Social softwareEmergence mechanisms:• Patterns and structure inherent in people's interactions to become visible
Platform environments: • Contributions and interactions are globally visible and persistent over time
Social Network Sites (2007, boyd and Ellison)ProfileSocial graphAbility to view profiles and traverse connectionshttp://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
5
6Social Networking & Enterprise 2.0
Social Network Site (2008, Gotta)
ProfileSocial GraphSocial PresenceRelation ControlsParticipation Tools (Blogs, wikis, forums, tags, communities…)
Web Site Content & Applications
Infr
astr
uctu
reSe
rvic
es
Social Networking
Services
Collaboration& ContentServices
Social Site Application Services
Social Network Site
• Social Graph analytics and correlation• Connection assessment
• including latent connections• Social role analysis• Community equity analysis• Sentiment analysis• Reputation analysis
• Widgets & services (incl. REST, JSON, OpenSocial, etc.)
Social Network Sites (Template)http://www.burtongroup.com/Client/Research/Document.aspx?cid=1482
7Consumerization Of (Enterprise) IT
Good News: Social Web Meets Social Enterprise
Enterprise 2.0 Social Network Site
Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop
Who Am I?
Who I Know?
What’s going on?
8Consumerization Of (Enterprise) IT
Gap: Social Web Standards Missing For Social Enterprise
Enterprise 2.0 Social Network Site
Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop
9Profiles = Social Identities Or Identity?
Gap: Enterprise is focused on social network site & profiles
HR & Learning Management Systems
Approved Thirdy-party Systems
Identity Management Systems (e.g., Directory)
Project Management Systems
Integration & Synchronization
Services
Projects, hobbies, interests, communities, expertise…
Recommendations, testimonials, rankings…
Profile Repository
Collaboration & Content Management Systems
10Field Study: Enterprise Social Networking
Gap: The profile discussion is disconnected from identity• Why should employees create a profile?• How many profiles should employees have?• What attributes (and data) comprises a profile?• How much information should be shared? With whom?• How accurate are employee profiles over time? • What happens to the profile when employees leave?• What are the implications when “Social Web” profiles (identities)
are co-mingled with enterprise employee profiles (identities)?• Where’s the identity assurance?
• Lotus Notes and LinkedIn example• Microsoft Outlook, Xobni, and Facebook example
• What about social roles and social identities?• Social Network Site example
11Field Study: Enterprise Social Networking
• Profile (if clicked)• Social Graph• Activities
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• Profile• Social Graph• Conversations• Files Exchanged
1313
• Profile• Social Graph• Conversations• Files Exchanged
THE FUZZY FRONT-END OF ENTERPRISE IDENTITY?
Source: Booz Allen Hamilton
Social Roles / Social Identities• Community “Idea Person”• Forum “Answer Person”• Wiki “Gardener”
15Enterprise Social Networking & Identity
Gap: Lock-in Is Occurring Within The “Social Enterprise”
•Too much focus is on social network sites and employee profiles as if the enterprise was the only participant in managing identity•Enterprise organizations are adopting a “platform approach” in terms of technology enablement – vendors are as well:•Cisco, IBM, Microsoft, Oracle (multi-purpose enterprise platforms)• Jive, Telligent (focused on social platform)•Atlassian, NewsGator, Socialtext (moving towards platform model)•Open source options (Apache Project SocialSite, Elgg, Exo Platform…)
•Lock-in concerns for Web 2.0 can easily happen with Enterprise 2.0•Accrual of data•Owning of the namespace•Use of non-standard formats
16Gap: Social Networking & Identity
A recent Burton Group survey indicates strategic importance•The enterprise is no longer the only participant in managing employee identity •Social profiles, social graphs, and social applications enable employees to
construct identity facets to suit their own needs• IdM teams need to be closely involved with social networking initiatives• Identity management (IdM) systems need to better handle “social identity” claims
Source: Burton Group survey (6/15/2009, 551 respondents, 394 for this question).
The Cautionary Tale
Balancing benefits with proper controls
• Identity assurance in social media world (ex. CEOs twittering)•Racial and diversity profiling• Example: during the hiring process• Example: automatic profile updates when joining a community
•Security and risk management exposures• IP loss• Insider threats (befriend / defraud re: social network analysis)
•Building a “relationship” to a virtual identity•Manage the inevitable
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Dell Outlet: Employees Use Of External Social Sites
Twitter for business• Last December, the company
generated over $1 million inrevenue through @delloutlet byposting special offers and alsonurturing customer relationshipson Twitter. Today Dell reportedover $2 million in sales through its popular @delloutlet presence.@delloutlet currently boasts close to 625,000 followersseeking exclusive dealsavailable only on themicro community.
http://www.briansolis.com/2009/06/delloutlet-cultivates-2-million-on-twitter/
The Cautionary Tale: Dell
Is this really Dell?
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Aetna on Twitter … maybe?
The Cautionary Tale: Aetna
Is this really Aetna? Some people think so…
The Cautionary Tale
Social Network Analysis: In The Hands Of Everyone?
20
Source: IBM
The Cautionary Tale
Social Network Analysis: In The Hands Of Everyone?
21
Source: SAP
22Use Case Scenarios
Structured Task Worker: Call Center Agent
Job Description:• Handle in-bound
calls• Assist customers• Escalate issues• Etc etc
Identity:• Name, Title, Contact Info• Department, Reporting Chain• Group Membership
Information• Etc etc
Personal:Interests, Hobbies, ExpertiseProfessional AssociationsExternal communities External social media
Employment History:• Prior organizations• Prior positions• Prior experiences
Community Equity:Reputation as being “opinionated”
Talent Management:Not a “star” employeeNot a “knowledge worker”Not on a promotional path
Enterprise Identity
Social View
HR Information
Management View
Mary Only
Refer to:http://mikeg.typepad.com/perceptions/2009/07/relationships-and-identity-two-sides-of-the-social-networking-coin.html http://mikeg.typepad.com/perceptions/2009/07/part-2---relationships-and-identity-two-sides-of-the-social-networking-coin.html
23Use Case Scenarios
“Corporate Facebook” Improves Mary’s “Social Identity”
Job Description:• Handle in-bound
calls• Assist customers• Escalate issues• Etc etc
Identity:• Name, Title, Contact Info• Department, Reporting Chain• Group Membership
Information• Etc etc
Personal:Interests, Hobbies, ExpertiseProfessional AssociationsExternal communities External social media
Mary’s (what she volunteers) Employment History now visible on her profile:• Prior organizations• Prior positions• Prior experiences
Community Equity:Reputation based on Profile indicates experienced subject matter expert
But peer reputation still swayed by perception of being “opinionated”
Talent Management:Not a “star” employeeNot a “knowledge worker”Not on a promotional path
Enterprise Identity
Social View
HR Information
Management View
Mary Only
24Use Case Scenarios
“Best Practices Wiki” & Social Roles:
History Page
Article Page Discussion Page
Edit/Create Page
Editor
Community
Contributors
RecordsManagement
Over Time
“WikiGardener”
25Use Case Scenarios
“Marketing Forum” & Social Roles:
Bi-directional Tie(replied to)
One-way Tie(no reply)
Forum post bymarketing employee
26Use Case Scenarios
“Product Development Forum” & Social Roles:
Bi-directional Tie(replied to)
One-way Tie(no reply)
Forum post byproduct strategy
employee
27Use Case Scenarios
“Community Equity” & Social Roles:
1. Mary’s blog entries grabthe attention of product
strategists
2. They tag posts in a variety of ways includingmarketing_ideas and marketing_issues
tag
tag
Mary’s Blog
3. Marketing leadershipsubscribes to those tagsand learn about Mary’sblog
4. Some in Marketingsubscribe directly toMary’s blog
5. Mary’s blog points to herProfile where they learn abouther expertise and participationin other communities, includingthe Marketing forum – perceptionof Mary changes
28Use Case Scenarios
Social Identity Augments Enterprise Identity
Job Description:• Handle in-bound
calls• Assist customers• Escalate issues• Etc etc
Identity:• Name, Title, Contact Info• Department, Reporting Chain• Group Membership
Information• Etc etc
Personal:Interests, Hobbies, ExpertiseProfessional AssociationsExternal communities External social media
Employment History:• Prior organizations• Prior positions• Prior experiences
Community Equity:Reputation based on Profile indicates experienced subject matter expert Peer reputation becomes muchmore positive based on Mary’sparticipation and contributions
Talent Management:A “star” employeeA “knowledge worker”On a promotional path
Enterprise Identity
Social View
HR Information
Management View
Mary Only