Presentation given at the Feb 27, 2010 SharePoint Saturday event in Boston (Waltham, MA) by Christian Buckley, Senior Product Manager with echoTechnology. The premise of the presentation is that metadata and taxonomy drive the integration and business utility of social media.

1. Metadata Management in a Social Media World Christian Buckley Senior Product Manager

3. Operations/Release Manager in Microsoft Advertising

4. Senior Program Manager with MMS, now BPOS-D

5. As a consultant

6. Deployed WSS 2.0/3.0

7. Sat on Global Grid Forum Marketing Council

8. Deployed collaboration and supply chain solutions

9. Co-founded eBIG.org, led collaboration, web services, and entrepreneur user groups

10. Helped design and deploy E2open’s Collaboration Manager

11. Co-authored 3 books on IBM Rational Clearcase and ClearQuest

13. What are we talking about? Your peer writes a review for a great book, and you click once to purchase and automatically download to your Kindle You add your college friends to your user profile, and later update your travel plans, only to find that two of your friends will also be in the vicinity while you are abroad You enter your new project requirements into your portal, and based on your description and parameters, the portal provides relevant workflows and web parts, and suggests people from your company who have current or past projects in this space as possible resources

14. What are we talking about?

15. Definitions “Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.” Wikipedia.org

16. Definitions In Biology, taxonomy is the science dealing with the description, identification, naming, and classification of organisms. “however, the term is now applied in a wider, more general sense and now may refer to a classification of things, as well as to the principles underlying such a classification.” “Metadata provides context for data. Metadata is used to facilitate the understanding, characteristics, and management usage of data. The metadata required for effective data management varies with the type of data and context of use.” Wikipedia.org

17. Why is it important?

18. The CIO Perspective Security Intellectual Property / Competition Compliance Productivity Support Issues Cost Lack of Visibility / Transparency Bandwidth Fad Ignorance / Apathy http://buckleyplanet.typepad.com/samaritanweb/2010/01/top-10-reasons-your-cio-blocks-social-media.html

19. The VP of Marketing Perspective A globally connected team Online and offline access to all content Dynamic discovery of people, content and ideas in context to my project, my status, my relationships Content and concept reuse Integration

21. Most social media brands are built for the individual (and ad revenue)

22. Metadata makes social media visible, searchable, linkable, relevant

24. Managing Metadata CENTRALIZED DECENTRALIZED Site architecture is centrally controlled Metadata is always applied to content Site Columns and Content Types are created at site collection root Lists get “bundles” of columns PROS Improves consistency Reduces metadata duplication Easy to update Easy to support and train on Allows document-level DIP, Workflow, Information Policies, and document templates CONS Requires planning Requires upfront work Hard to manage across site collections and portals Site architecture is ad-hoc Metadata may not be applied to content Columns are created on lists Columns are combined in an ad-hoc basis on each list PROS Requires no planning Requires little upfront effort Works across site collections and portals CONS Decreases consistency Increases metadata duplication Hard to update Hard to support and train on Only allows list-level Workflow, Information Policies and document templates Difficult to reverse

26. Legacy content gets migrated slowly, if at all

27. Inconsistent taxonomy across farms and site collections

28. People author locally - multiplies problems globally

29. Authors don’t apply metadata= “shotgun” approach to search OR Authors apply metadata without common classification = better search, but worse authoring experience

30. Portal lacks high fidelity search

31. User can’t find the right content

33. Understand the policy and compliance concerns

34. Be aware of how your metadata, content types, and social media components are to be managed

35. Create a governance site

36. Centralize your taxonomy

37. SharePoint Metadata Best Practices

38. Enlist your portal users

39. Enlist your content authors

40. Migrate your content

42. Make it consistent

43. Make it centrally managed

44. Make it universal across the organization

45. Make it adaptable

46. Reduce content types and column duplication

48. Limit the content types and columns you use

49. Create only what you will use

50. Create “Root” content types

51. Create top level content types and site columns

52. Use the “Update list and site content types” option

53. Use Link to a Document, Lookups, Choice, and BDC content types

54. Use sensible column defaults

55. Deploy as a Feature for reuse

56. DON’T:

57. Modify the OOB content types and columns

58. Reinvent the wheel

59. Use > 32 chars, special chars, or spaces in content type and column names

60. Repeat Yourself

61. Repeat Yourself

62. Be too specific

63. Use too many Required columns

64. Forget to enforce naming conventions

66. Emerging Enterprise Technologies Community management tools Open identity Microblogging Social CRM Enterprise applications gaining a social layer Activity streams Social search, analytics, and filtering Enterprise social media workflow Automated compliance monitoring Next-generation unified communications Dion Hinchcliffe, ZDNet, “Ten emerging enterprise 2.0 technologies to watch” http://blogs.zdnet.com/Hinchcliffe/?p=1224

67. Social Media in SharePoint 2007 Blogs Wikis My Sites Team Sites Discussion forums Shared calendars Alerts RSS Search Tag clouds Mobile accessible Presence awareness Email archiving 2010 Managed Metadata Service Advanced routing (based on metadata) User profiles (My Sites) Status updates/activity feeds Knowledge mining Bookmarks (replaces My Links) Feedback/rating Note board (Wall) Podcasting kit Social tagging Expertise tagging Wikis (including wiki edits of Team Sites) Share & Track tab Individual and team blogs People and social search

69. Content types allow us to further categorize, organize, and automate

72. Manages keywords and content types

75. Be clear on the goal (and the business utility) of the project

76. Understand the implications (economic, technical, and social) of integrating social media

78. Provide education for new features, and explain the governance model

79. Define the content types and metadata quickly, and implement into your new SharePoint environment ASAP

81. Show them why they should care

82. Train them and support them

83. Automate as much as possible

84. Where possible, allow them to make edits/changes to their metadata

85. DON’T:

86. Make your SharePoint Admins responsible for tagging content

87. Annoy your authors

88. Wait until integrations are in place to consult with them

90. Understand their concerns

91. Be able to mitigate each of them

92. Have the data and reports to back up your plan

93. Be straight-forward, and focus on the benefits/ROI

94. DON’T:

96. Create and modify list views

97. Search:

98. Setup Managed Properties in Shared Service Provider

99. Use Saved Searches

100. Teach users how to make Property Queries

101. Modify Advanced Search to allow users to target site columns

102. Use Content Query Web Parts to target metadata

104. Set your policies and communicate

105. Take steps to recover:Create your governance site Plan your central taxonomy Centralize the metadata in the governance site Replicate the metadata to the desired site collection(s) Retrain your content authors New content is created “Up to Code” Retrain your users Begin refresh of portal content “Not Up to Code”

107. Portals evolve – and so will the taxonomy

108. Update your taxonomy and propagate changes

109. Get feedback from your business units and content authors

110. Use search metrics, discussion threads, and polls for end user feedback

112. Feedback Comments or questions, or best practices advice? Drop me a line at cbuck@echotechnology.com Evaluate echo for SharePoint Or the new echo FileLoader for file share migrations Sign up for a free trial or a weekly webinar http://www.echotechnology.com Visit my blog http://buckleyplanet.net Follow me http://twitter.com/buckleyplanet

113. Resources Microsoft’s prototype for LookingGlass social media monitoring (built on SharePoint) http://www.youtube.com/watch?v=kSGO6SfaFRQ Top 10 Reasons CIOs Block Social Media buckleyplanet.typepad.com/samaritanweb/2010/01/top-10-reasons-your-cio-blocks-social-media.html “Ten emerging enterprise 2.0 technologies to watch” Dion Hinchcliffe, ZDNet http://blogs.zdnet.com/Hinchcliffe/?p=1224 Are You Tweeting ‘Please Rob Me’? Sharing Data is Risky http://localtechwire.com/business/local_tech_wire/news/blogpost/7133732/ Office SharePoint Server 2007 site on Social Computing http://sharepoint.microsoft.com/social/Demo/Pages/sharepoint-demo.aspx How SharePoint 2010’s Metadata Services Increase Usability http://www.cmswire.com/cms/enterprise-cms/how-sharepoint-2010s-metadata-services-increase-usability-006577.php Publish and Subscribe to Content Types in SharePoint 2010 http://blogs.technet.com/speschka/archive/2009/10/30/publish-and-subscribe-to-content-types-in-sharepoint-2010.aspx