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Face off
Face-off Between the
Enterprise And Social Media




Dick Weisinger
dweisinger@formtek.com
Twitter: @DickAtFormtek

 April 8, 2010
                              o
…or, in Twitter-speak
     i T itt        k



     @ARMA Faceoff betw
   #Enterprise & #SocialMedia
   #socialnetworks D ’ Miss
   #   i l      k Don’t Mi
Discussion Points
Di     i   P i t

   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
Who
Wh am I?
   Dick Weisinger
   Vice President and Chief Technologist
    Formtek, Inc
             ,
   Not one of the 28,000+ Social Media experts
   20
    20+ years of experience in Content Document
                               Content, Document,
    Image, and Records Management
   Regular b ogge at
      egu a blogger
    http://www.formtek.com/blog and
    http://keytocontent.blogspot.com/
Formtek?
F   t k?
   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
Number f “S i l M di ” S
N b of “Social Media” Searches
                           h
2005:     9,150,000
2006:    41,600,000
2007: 165 000 000
        165,000,000
2008: 359,000,000
2009: 1 230 000 000
      1,230,000,000
Social M di N D fi iti ?
S i l Media: No Definition?
Social M di Many Definitions
S i l Media: M   D fi iti




Cloud built from word frequency of the text found on the top 30 page hits on Google
found when searching “Social Media Definition”
A D fi iti
  Definition of S i l Media
              f Social M di

 Social Media are tools that let people
 s a e co te t a d
 share content and information,
                      o at o ,
 communicate, and interact online
Characteristics of SM
Ch    t i ti     f
   Real Time
   Participation
   Transparency
   Informal and Spontaneous
Th 3 C’ of S i l M di
The C’s f Social Media
Social M di C t t
S i l Media Content & Audience
                      A di
 Reusability of Content              Audience Size




            High                         Low
                   Immediacy and Focus
Social Media C t t
S i l M di Content
   There are more than 3.5 billion pieces of
    new content each week on Facebook
    – Web links
    – News stories
    – Blog posts
SM and Business
     dB i
“We need to transform the business
 We
 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
 changes i real time…. ”
  h      in     l ti

             -- Marc Benioff
                salesforce.com
SM + B i
     Business = E t
                Enterprise 2.0
                       i   20

    “Enterprise 2.0 is all about using
   tec o ogy
   technology to bring brains together
                  b g b a s toget e
               effectively.”

            -- Andrew McAfee
             Harvard Business School
Enterprise 2.0 Market
E t    i   20M k t
   Huge
    – IDC: $1.6 Billion by 2013
    – Forrester: $4.3 Billion by 2013
                 $             y
Silicon Valley ARMA Spring Seminar 2010 -- Faceoff Between the Enterprise and Social Media
Fortune 100 C
F t         Companies and SM
                  i     d
   79% use Twitter, Facebook, YouTube,
    blogs
    – 66% use Twitter
      • Average 4.2 Corporate Twitter accounts
    – 54% has at least one Facebook Fan page
    – 50% have at least one YouTube channel
          h      tl    t    Y T b h        l
    – 33% have at least one corporate blog
   23% use all Four Platforms
Internal and External SM
I t    l   dE t     l

            Customers          Loyalty


            Sales       Mktg              Public
   Eng
                        PR
          Internal-            Social    Brand
           Facing
           F i                 Media
         Social Media                    Reputation
                        HR
   Fin

          Operations    CXO              Partners


               Suppliers       Quality
External-Facing SM Examples
E t    l F i       E    l
   Marketing              Public Relations
  Goal: Publish content   Goal: Monitor / comment
   to build web traffic     on product/service




 HR / Recruiting                  CXO
   Goal: Locate new         Goal: As leader, share
     employees             opinions and knowledge
Internal-facing SM Tools
 I t    l f i       T l
Single-Author                            Multi-Author
                                        “Agreed Upon”
                                         Agreed Upon




                  Blog          Wiki




                Content      Collaboration
                Repository
Internal Wikis
I t    l Wiki
   Pros
    – Can grow into a useful knowledgebase
    – Can replace emails
             p
    – Content Topics have version control and audit
      trails
   Cons
    – Usually takes a lot of content to start
    – N d oversight: Can quickly become
      Needs       i ht C        i kl b
      disorganized
    – People need to be motivated to use the wiki
Internal Blogs
I t    l Bl
   Pros
    – Good at one-way Communications
      • Company announcements
      • Reinforcing policy
      • Sharing information and best practices
    – Can Serve as a Starting Point for Questions
      and Discussions
   Cons
    – Expectations of Frequent Updates
    – Not the best tool for collaboration
MicroBlogs
Mi   Bl
   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
      Businesses need clear communication
                     d l              i ti
      • 140 character limit can lead to misunderstanding
Document Lib
D      t Libraries
               i
   Pros
    – High-performance “Share Drive”
    – Easily searchable and taggable
           y                  gg
    – Secure and auditable


   Cons
    – More formal collaboration -- versioning
Team C ll b
T    Collaboration Software
              ti   S ft
   Project Focused
    Project-Focused
   Project plans
   Managed Spaces
   Aggregated set of tools
    – Blogs Wikis, …
      Blogs, Wikis
   Calendar
   Common Repository
   Discussion Threads
   Workflow
Collaboration Software
C ll b   ti   S ft
Inward-Facing SM E
I    d F i       Examples
                      l
        Teams                     Projects
  Goal: Better team work      Goal: Better progress
   and sharing of ideas       tracking, collaboration




    Knowledge                Admin/Training
  Goal: Locate information   Goal: Broadcast Company
       to do your job         Policies and Education

  Internal SN / directory        Streaming video
                                 Company Portal
Enterprise Apps Go Social
E t    i   A    G S i l
   Apps adding ‘Social’ Features
                 Social
    –   Tagging
    –   Annotation of data entry fields
                                y
    –   Embedded Social widgets
    –   Discussion Threads for documents or records
    –   Notification on data and document changes
Caveats and Pitfalls
Social M di i
S i l Media is a Tactical Tool
                 T ti l T l
   Can amplify your voice and message
   Can streamline communications
   SM should be an element of your strategy
    – SM is not a strategy in itself
   Improves rather than revolutionizes
“Companies often do not know the best
 Companies
 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,
        Altimeter G
         l        Group
Pitfalls t
Pitf ll to SM Implementation
              I  l    t ti
   Half hearted
    Half-hearted implementations
    – Doing it for the sake of doing it
    – Don’t get caught in the hype
            g        g          yp
   No Clear Social Media Usage Guidelines
Who ill
Wh will maintain SM Content?
          i t i     C t t?
                           Content Becomes Stale or
                            Obsolete
              Content
 Content                   How do people find
                            content?
           Content
                           Knowledge Librarian
                            – Organize
                            – Maintain
  Knowledge
         g
                            – Update and purge
Downside of Social M di
D    id   f S i l Media
   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 Weak
   Wasted Time
    W t d Ti
SM Addi ti /Ti
   Addiction/Time W t ?
                  Waster?
   Check Facebook for Updates
    –   11%   Every Two Hours
    –   15%   A Few Times A Day y
    –   29%   At least Once a Day
    –   46%   After a Long Time


     Adults > 25 years old
     From: Retrevo Gadgetology Report
     February 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 people’s j b b i
      Are     l ’ jobs being d
                             done b tt or faster?
                                    better f t ?
   How can you measure?
    – Co nting n mbe of blogs o t eets won’t work
      Counting number         or tweets on’t o k
Don’t Rush
D ’t R h
   70 95%
   70-95% of IT-driven social media
                IT driven
     initiatives will fail through 2012

                -- Gartner
Summary
   SM is about Content Collaboration
   People and Relationships drive SM
   Differences of Internal and External SM
   SM should be used as tactical tools
   Many SM tools – choose wisely
   Collaboration tools work well for Internal
   Plan and measure to achieve success
Thank You!
Th k Y !

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Silicon Valley ARMA Spring Seminar 2010 -- Faceoff Between the Enterprise and Social Media

  • 1. Face off Face-off Between the Enterprise And Social Media Dick Weisinger dweisinger@formtek.com Twitter: @DickAtFormtek April 8, 2010 o
  • 2. …or, in Twitter-speak i T itt k @ARMA Faceoff betw #Enterprise & #SocialMedia #socialnetworks D ’ Miss # i l k Don’t Mi
  • 3. Discussion Points Di i P i t  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
  • 4. Who Wh am I?  Dick Weisinger  Vice President and Chief Technologist Formtek, Inc ,  Not one of the 28,000+ Social Media experts  20 20+ years of experience in Content Document Content, Document, Image, and Records Management  Regular b ogge at egu a blogger http://www.formtek.com/blog and http://keytocontent.blogspot.com/
  • 5. Formtek? F t k?  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
  • 6. Number f “S i l M di ” S N b of “Social Media” Searches h 2005: 9,150,000 2006: 41,600,000 2007: 165 000 000 165,000,000 2008: 359,000,000 2009: 1 230 000 000 1,230,000,000
  • 7. Social M di N D fi iti ? S i l Media: No Definition?
  • 8. Social M di Many Definitions S i l Media: M D fi iti Cloud built from word frequency of the text found on the top 30 page hits on Google found when searching “Social Media Definition”
  • 9. A D fi iti Definition of S i l Media f Social M di Social Media are tools that let people s a e co te t a d share content and information, o at o , communicate, and interact online
  • 10. Characteristics of SM Ch t i ti f  Real Time  Participation  Transparency  Informal and Spontaneous
  • 11. Th 3 C’ of S i l M di The C’s f Social Media
  • 12. Social M di C t t S i l Media Content & Audience A di Reusability of Content Audience Size High Low Immediacy and Focus
  • 13. Social Media C t t S i l M di Content  There are more than 3.5 billion pieces of new content each week on Facebook – Web links – News stories – Blog posts
  • 14. SM and Business dB i “We need to transform the business We 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 changes i real time…. ” h in l ti -- Marc Benioff salesforce.com
  • 15. SM + B i Business = E t Enterprise 2.0 i 20 “Enterprise 2.0 is all about using tec o ogy technology to bring brains together b g b a s toget e effectively.” -- Andrew McAfee Harvard Business School
  • 16. Enterprise 2.0 Market E t i 20M k t  Huge – IDC: $1.6 Billion by 2013 – Forrester: $4.3 Billion by 2013 $ y
  • 18. Fortune 100 C F t Companies and SM i d  79% use Twitter, Facebook, YouTube, blogs – 66% use Twitter • Average 4.2 Corporate Twitter accounts – 54% has at least one Facebook Fan page – 50% have at least one YouTube channel h tl t Y T b h l – 33% have at least one corporate blog  23% use all Four Platforms
  • 19. Internal and External SM I t l dE t l Customers Loyalty Sales Mktg Public Eng PR Internal- Social Brand Facing F i Media Social Media Reputation HR Fin Operations CXO Partners Suppliers Quality
  • 20. External-Facing SM Examples E t l F i E l Marketing Public Relations Goal: Publish content Goal: Monitor / comment to build web traffic on product/service HR / Recruiting CXO Goal: Locate new Goal: As leader, share employees opinions and knowledge
  • 21. Internal-facing SM Tools I t l f i T l Single-Author Multi-Author “Agreed Upon” Agreed Upon Blog Wiki Content Collaboration Repository
  • 22. Internal Wikis I t l Wiki  Pros – Can grow into a useful knowledgebase – Can replace emails p – Content Topics have version control and audit trails  Cons – Usually takes a lot of content to start – N d oversight: Can quickly become Needs i ht C i kl b disorganized – People need to be motivated to use the wiki
  • 23. Internal Blogs I t l Bl  Pros – Good at one-way Communications • Company announcements • Reinforcing policy • Sharing information and best practices – Can Serve as a Starting Point for Questions and Discussions  Cons – Expectations of Frequent Updates – Not the best tool for collaboration
  • 24. MicroBlogs Mi Bl  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 Businesses need clear communication d l i ti • 140 character limit can lead to misunderstanding
  • 25. Document Lib D t Libraries i  Pros – High-performance “Share Drive” – Easily searchable and taggable y gg – Secure and auditable  Cons – More formal collaboration -- versioning
  • 26. Team C ll b T Collaboration Software ti S ft  Project Focused Project-Focused  Project plans  Managed Spaces  Aggregated set of tools – Blogs Wikis, … Blogs, Wikis  Calendar  Common Repository  Discussion Threads  Workflow
  • 28. Inward-Facing SM E I d F i Examples l Teams Projects Goal: Better team work Goal: Better progress and sharing of ideas tracking, collaboration Knowledge Admin/Training Goal: Locate information Goal: Broadcast Company to do your job Policies and Education Internal SN / directory Streaming video Company Portal
  • 29. Enterprise Apps Go Social E t i A G S i l  Apps adding ‘Social’ Features Social – Tagging – Annotation of data entry fields y – Embedded Social widgets – Discussion Threads for documents or records – Notification on data and document changes
  • 31. Social M di i S i l Media is a Tactical Tool T ti l T l  Can amplify your voice and message  Can streamline communications  SM should be an element of your strategy – SM is not a strategy in itself  Improves rather than revolutionizes
  • 32. “Companies often do not know the best Companies 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, Altimeter G l Group
  • 33. Pitfalls t Pitf ll to SM Implementation I l t ti  Half hearted Half-hearted implementations – Doing it for the sake of doing it – Don’t get caught in the hype g g yp  No Clear Social Media Usage Guidelines
  • 34. Who ill Wh will maintain SM Content? i t i C t t?  Content Becomes Stale or Obsolete Content Content  How do people find content? Content  Knowledge Librarian – Organize – Maintain Knowledge g – Update and purge
  • 35. Downside of Social M di D id f S i l Media  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 Weak  Wasted Time W t d Ti
  • 36. SM Addi ti /Ti Addiction/Time W t ? Waster?  Check Facebook for Updates – 11% Every Two Hours – 15% A Few Times A Day y – 29% At least Once a Day – 46% After a Long Time Adults > 25 years old From: Retrevo Gadgetology Report February 2010. Survey of 1000
  • 37. 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 people’s j b b i Are l ’ jobs being d done b tt or faster? better f t ?  How can you measure? – Co nting n mbe of blogs o t eets won’t work Counting number or tweets on’t o k
  • 38. Don’t Rush D ’t R h 70 95% 70-95% of IT-driven social media IT driven initiatives will fail through 2012 -- Gartner
  • 39. Summary  SM is about Content Collaboration  People and Relationships drive SM  Differences of Internal and External SM  SM should be used as tactical tools  Many SM tools – choose wisely  Collaboration tools work well for Internal  Plan and measure to achieve success