Originally delivered at Oracle Social Business Seminar - for more information on becoming a Certified Information Professional, go to http://www.aiim.org/certification.

1. Social Business and Innovation
Moving from Records to Engagement to Insight
John Mancini
President, AIIM
http://www.flickr.com/photos/jurvetson/2542450115/

2. AIIM.org

3. AIIMConference.com

4. 3 Questions to Explore
• How are content management and
Enterprise IT being changed by social
technologies?
• How are social technologies being used to
drive innovation and transform processes?
• What are the implications of this
transformation for information
professionals?

5. AIIM Task Force - 1
• How are ECM and Enterprise
IT being changed by social
technologies?
• Alfresco
• EMC
• Hyland Software
• IBM
• Iron Mountain
• Kodak
• Microsoft
• OpenText AIIM.org/futurehistory
• Oracle

6. AIIM.org/futurehistory

7. Systems of Engagement
Social
and
Era
Mainframe
Mini
PC
Internet
Cloud
Systems of Record
Years
1960-­‐1975
1975-­‐1992
1992-­‐2001
2001-­‐2009
2010-­‐2015
Typical
A
batch
A
dept
A
An
thing
A
web
page
trans
process
document
interacNon
managed
Best
known
Digital
IBM
MicrosoK
Google
Facebook
company
Equipment
Social
Content
Image
Document
Content
Microfilm
Business
mgmt
focus
Mgmt
Mgmt
Mgmt
Systems

8. Considera*on
Systems
of
Record
Systems
of
Engagement
Focus
TransacNons
InteracNons
Governance
Command
&
Control
CollaboraNon
Core
Elements
Facts
&
Commitments
Ideas
&
Nuances
Value
Single
Source
of
Truth
Discovery
&
Dialog
Standard
Accurate
&
Complete
Immediate
&
Accessible
Content
Authored
Communal
Primary
Record
Type
Documents
ConversaNons
Searchability
Easy
Hard
Usability
User
is
trained
User
“knows”
Accessibility
Regulated
&
Contained
Ad
Hoc
&
Open
RetenNon
Permanent
Transient
Policy
Focus
Security
(Protect
Assets)
Privacy
(Protect
Users)

9. How are social
AIIM Task Force - 2 technologies being used
to drive innovation and
transform processes?
• ABBYY • Iron Mountain
• Alfresco • Jive
• Box • Microsoft
• EDB ErgoGroup • Moxie Software
• EMC • Newsgator
• EvoApp • OpenText
• Huddle • Oracle
• Hyland Software • PFU Systems
• IBM • SocialText
• Igloo • Yammer

10. AIIM Task Force - 2
3 use cases…
Open Innovation
Sales & Marketing
Integration
Enterprise Q&A

11. AIIM Task Force - 2
• Industry research report available
at AIIM.org/research
• 3 new white papers by Andrew
McAfee available at
AIIM.org/socialmeetsbusiness

12. Open Innovation
http://www.flickr.com/photos/20144155@N00/5683294429

13. 48% report that OI has already yielded major • Open innovation (OI)
changes to internal processes. is surprisingly
widespread and
successful.
Fewer than half support the ability of participants to • Idea voting and
vote, refine, or volunteer to work on others’ ideas. ranking capabilities
are underutilized.
• OI is not yet tightly
Only 35% report that OI communities are tightly or
integrated into
fairly tightly tied to the way the company currently
company cultures.
conducts innovation.
• OI appears
Over 90% report that “anyone inside the company” widespread within
can contribute to their OI environments. Only 15% organizations, but
said that outsiders – even pre-screened outsiders not outside them.
– can participate.
• Rewards and
44% said that they offer no rewards at all for incentives for OI
participation, while 42% of OI environments include participation vary
quantitative reputation and/or status scores. widely.

14. Open Innovation –
Recommendations
1. Open innovation is appropriate now for most, if not all,
organizations.
2. Most Open innovation environments are not focused
enough.
3. Reputation matters, and open innovation communities
should seize on this fact.
4. Open innovation should be opened up to customers as
well.
5. Open innovation requires patience.
© AIIM | All rights reserved

15. Marketing &
Sales
http://www.flickr.com/photos/59937401@N07/5857375238

16. Only 18% of survey respondents report that they • Marketing and Sales
have efforts underway in this area. integration is the least
mature and most
difficult of our 3 use
cases.
• M&S use triggers Big
After E2.0 was in place, over 60% said that the two gains in knowledge
departments were performing “fairly well” or “very sharing, timely
well” in each of these areas. communication, ability
to work together.
79% of respondents say that their environments are • Once E2.0 is in place
“reasonably well used,” “heavily used,” or “quite between M&S, it gets
heavily used.” used.
• The most common
Three of the four most common reasons for not reasons given for not
pursuing E2.0 are “we work closely together pursuing E2.0 have to
anyway,” “we’ve never really thought about it,” and do with lack of
“we have regular face-to-face sessions to share awareness of its
knowledge.” benefits.

17. Connecting Sales and Marketing -
Recommendations
1. Start unifying now.
2. Building one more “walled garden” won’t cut it.
3. Make the conversations between Marketing and Sales
two-way, public, and permanent.
4. Work on changing the culture and/or incentives of the
sales force to encourage them to participate and
contribute.
5. Be patient.
© AIIM | All rights reserved

18. Enterprise Q&A
http://www.flickr.com/photos/horiavarlan/4273168957

19. 29% of survey respondents report that an EQ&A § EQ&A is the most
initiative is already in place. popular social
business use case we
asked about.
45% of respondents say that they are either
“extremely satisfied” or “moderately satisfied” § EQ&A generates
with their capability. powerful results.
Few organizations had a general question- § EQ&A adoption is
answering capability in place before the era of relatively
social business. As a result, there is no straightforward.
incumbent technology or resource to overcome. § Many answers to
questions come from
Serendipity happens to EQ&A participants. Over
the expected people
30% of respondents say that answers came
and places, but not all
equally from expected and unexpected sources.
of them.
Over 40% of survey respondents who report not § EQ&A remains under-
having this capability indicate that they saw no appreciated.
need for it, or already felt they knew who could
answer any given question.
© AIIM | All rights reserved

20. Enterprise Q&A –
Recommendations
1. Enterprise Q&A is an excellent candidate for a first
social business/Enterprise 2.0 initiative within an
organization.
2. Put some structure in place with your Enterprise Q&A
environment.
3. Take advantage of the fact that reputation matters to
many people.
4. Make the Enterprise Q&A tools easy to find, and easy
to use.
5. To best position Enterprise Q&A for success, seed the
environment.
© AIIM | All rights reserved

21. • So this must be the golden age for
IT professionals.
• Right?
• Right?

22. Self-Loathing

23. Just Plain Loathing

24. We need to think about the information
“profession” differently.

25. The rise of the information professional
• There will be a role in organizations for those with pure
technical knowledge. But the real value add in the world
of Systems of Engagement comes from those who can
place these skills in a broader context — in the context of
the business.
• Geoffrey Moore, author of Crossing the Chasm, Escape Velocity,
and many others
• In “Race Against the Machine,” we talk about the career
challenges facing knowledge workers in a time of
accelerating technological change. My strong belief is
that people who learn to race with machines instead of
against them will thrive.
• Andrew McAfee, author of Enterprise 2.0 and Race Against the
Machine

26. The rise of the information professional
• An "information professional" will not be one type of role
or skill set, but will in fact have a number of
specializations.
• Deb Logan and Regina Casonata, Gartner
• Gone is the tendency to hire specialists and large teams
of limited range permanent staff for long-term initiatives.
New models require smaller teams made up of
multitaskers and multidimensional skilled workers with
subject matter expertise, business savvy, technology
skills, and a range of appropriate interpersonal and
“political” skills.
• David Foote, Foote Partners

27. It’s all about information,
not plumbing.
http://www.flickr.com/photos/mxmstryo/4033816209

28. Who
are
these
people?
IT
Legal
professional
Risk/Liability
Focus
Records
Manager
Digital
Archivist
Business
Process
Owners
Professionals
Business
Analyst
InformaNon
Value
Focus
Knowledge
Manager
InformaNon/Data
ScienNst
Ent
InformaNon
Manager
Governance
Focus
Info/Data
Stewards
Ent
InformaNon
Architect
Social
Focus
InformaNon
Curators
Community
Managers
Most
roles
from
Deb
Logan
and
Regina
Casonata,
Gartner

29. DOMAINS
FOCUS
AREAS
Enterprise
search,
Business
intelligence,
Master
Access/
Use
data
management,
Text
analy*cs
Informa*on
capture,
BPM,
KM,
Email
Capture/Manage
management,
Content
management
Collabora*on,
Social
media,
Info
workplace,
IM,
Collaborate/Deliver
Telecommu*ng
support,
Web
conferencing
Security,
RM,
Data
privacy,
DRM,
Archiving,
Secure/Preserve
eDiscovery
Info
architecture,
Technical
architecture,
Cloud
Architecture/Systems
compu*ng,
Mobile
apps,
Websites
and
portals
Strategic
planning,
Building
business
case,
Impl
Plan/Implement
planning,
Req
def,
Solu*on
design,
Change
mgmt
#1 - Define the Body of Knowledge

30. The
CIP
allows
individuals
to
demonstrate
understanding
of
where
their
area
of
experNse
fits
into
the
broader
informaNon
management
picture.
Standardized
tesNng
in
a
proctored
environment
via
any
Prometrics
locaNon.
$265
#2 – Build a Testing Vehicle

31. #3 – Evangelize the Knowledge

32. The CIP Adds Business Value
• 63% More likely to hire a CIP
• 76% Would pay more for a CIP
• 61% CIP “very important” or “important” in hiring a
consultant or SI
• Source = Jan 2012 Survey of 200 Senior Business Executives
(survey participants unconnected with AIIM)
#4 – Evangelize the Profession

33. Explore
the
benefit
for
your
organizaNon
AIIM.org/cerNficaNon
1
–
Explore
the
body
of
knowledge
using
the
free
videos.
2
–
Use
the
content
in
your
own
training
environments.
3
–
Establish
CIP
as
a
core
requirement
for
your
organizaNon.
4
–
Give
me
your
card
and
I’ll
give
someone
a
free
test
voucher.
johnmancini@aiim.org
jmancini77
on
most
social
networks
Blog
=
DigitalLandfill.org