Social Media and Enterprise Architecture - Introduction and Implications

Social Media
and Enterprise
Architecture
Mike Ellsworth
Enterprise Social Media
Strategist

About ME
• LinkedIn user since June 16, 2003, 6 weeks
after it debuted (member number 8893)
• Networking online since the 80s
• 15 years at Nielsen Co.
• 6 years as IT strategy consultant
• 7 years at State of Minnesota
– Program Director of CareerOneStop
• But here as a citizen and
entrepreneur
Copyright © 2012, Social Media Performance Group, Inc. All Rights Reserved

Agenda
• Why does social media need enterprise
architecture?
• What is Social Media?
• Why do enterprise architects need to understand
social media?
• Enterprise Social Media Architecture Features
Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.

Quick poll
• How many of you read blogs?
– … write a blog?
– Personal, Intranet, public site
• How many use Wikipedia?
– Contribute?
• How many of you have a LinkedIn,
Twitter, Facebook account?
• Other sites?
• How many are responsible for social media
architecture?

Social Media Needs
Enterprise Architecture
• EA can help manage the change involved in
social media and the individuals and teams
involved
• EA transformative and adaptive processes help
manage staff skills, project mix, business
priorities and challenges
• EA, as always, helps align technology planning
with business strategy

Social Media Needs
Enterprise Architecture
• Business Architecture Social media often
comes into the enterprise without a solid
business model, a cohesive business operating
model, or business technology solution delivery
• Data Architecture Social media usually doesn’t
have an internal data architecture or analytics to
drive business strategy and optimization
decisions
• Application Architecture Social media internal
and external app use cases are often ill-defined
and the business is typically unprepared
to inform design and
construction (or acquisition) and
application integration

The Rise of Enterprise
Social Media
• If Facebook were a country, it
would be the world’s third
largest, with more than 1
billion people, having
overtaken the US, at 317
million
• Nearly two-thirds of US
Internet users regularly use a
social network
• Nielsen Netview found that in
2010 social media use by
Americans dwarfed other
online usage by more than
two-to-one Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
0 200 400 600 800 1000
Social Media/Blogs
Games
Email
Portals
Instant Mess.
Videos/Movies
Search
Software Info
Entertainment
Classifieds
906
407
329
176
160
156
138
131
111
107
US Monthly Time Spent Online
(Millions of Hours)

Social Media
• 90% of F500 will implement
an Enterprise Social Network
(ESN) by end of 2013
—Deloitte Study

Social Media
• 90% of F500 will implement
an Enterprise Social Network
(ESN) by end of 2013
• Age 40-49 40% more likely to
register and more than 100%
more likely to post >4 times
per month than 20-29 year
olds
• Cisco: 30% of incoming
workforce would accept less
money to work for a company
with modern connectivity and
collaboration solutions
—Carl Schachter,Copyright © 2013 Social Media Performance Group, Inc. All rights reserved.
0 200 400 600 800 1000
Social Media/Blogs
Games
Email
Portals
Instant Mess.
Videos/Movies
Search
Software Info
Entertainment
Classifieds
906
407
329
176
160
156
138
131
111
107
US Monthly Time Spent Online
(Millions of Hours)

What is Enterprise Social
Networking?
• Software that enables open lines of internal and
external communication for an enterprise.
• Organization (Company) to Consumer
• Consumer to Organization
• Employee to Employee
• Consumer to Consumer

What is Enterprise Social
Networking?
• 66% of decision makers cite collaboration as a
critical success factor for their social networking
solution, followed by efficiency gains
(productivity) at 64%

Social Media in the
Enterprise
• Typical Social Media Application Areas:
– Marketing
– Branding
– Sales
Enterprise
Find
Be
Found
Grow
Business
Influence
Engage
Listen

Social Media in the
Enterprise
• Other Great Places to Use Social Media:
– Customer Service
– Product Development
– Employee Engagement
– Knowledge Management
– Crisis Communications
– Marketing Research

Social Media in the
Enterprise
• Customer Service
– Comcast uses Twitter to move customer support
toward real-time

Social Media in the
Enterprise
• Product Development
– Dell listened to their online community, created a
Linux product

Social Media in the
Enterprise
• Employee Engagement
– BestBuy’s WaterCooler has had 1.5M posts over 2
years, 10,000 employees a week using
Growth in
employee
productivity
$18,600
more market value
per employee
$3,800
more profits
per employee
$80,000–120,000
additional revenue
per month
Higher
profitability
Higher
customer loyalty
Recruitment
costs 55% lower
Fortune 500 Companies with Engaged Employees Report:

Social Media in the
Enterprise
• Knowledge Management
– IBM develops technology solutions three times faster
using social media knowledge management

Social Media in the
Enterprise
• Crisis Communications
– Domino’s Pizza YouTube video response from
president: 650,000 views, 7,000 comments.

Social Media in the
Enterprise
• Marketing Research
– Fiskars created a social media community – got 70
good product ideas within 12 hours

A Quick social media 101

What is Social Media?
“Social media are online communications in which
individuals shift fluidly and flexibly between the
role of audience and author.
To do this, they use social software that enables
anyone without knowledge of coding, to post,
comment on, share or mash up content and to
form communities around shared interests.”
Joseph Thornley, CEO of Thornley Fallis

What is Social Media?
• Online activities involving three major
components:
– User Generated Content (UGC)
– Participating in online communities
– Sharing opinions and
ratings with others

Agenda
architecture?
• Why do enterprise architects need to
understand social media?
• Enterprise Social Media Architecture Features

Failure is an Option
• Gartner research estimates that fully 80% of
social business initiatives will deliver
disappointing results, but that’s typically a result
in a failure of strategy rather than a failure of the
tool (software).

Generational Pressure
• Gen Y demands access to social media – it’s
their tool of choice
• Imagine if you were not allowed to use
email because of security risk!
• “People want to use their favorite technologies at
work. They're satisfying themselves and not
waiting for IT”
– Dennis Moore, SAP
• What is the cost of people working in isolation?
Yahoo! News – 19 June 2007

Social Media is
Unpredictable
• "Most enterprise architectures depict a fairly
predictable workflow. Social media can be
disruptive where the applications have been
designed to depend on very linear process
flows.”
– Tom Nolle, president of CIMI, an IT consultancy

Architecture Challenges
• Social software may not fit into the architecture
– Security
– Integration
– Operational challenges
• Social software market is highly fragmented
– Outside the firewall
– Inside the firewall

Social Media Challenges
Taxonomy – Tags
• Simple categories or key words
• User-defined
• “Folksonomy”
• Each item can have multiple tags
• Commonly used in blogs
• Used by Flickr, Gmail
• Can use to generate a “tag cloud”

Social Media Requires
Real-Time – Presence
• Tools that say where you are and what you are
doing
• Applications for mobile environment
• Issues of privacy and self-presentation –
“intimacy literacy”

Data Architecture
Challenges• Enterprise Data Management
– Understanding & documenting data
– Developing externally-facing enterprise data
management architectures
– Structuring unstructured data
• Folksonomies
– Developing semantic relationships
– Creating and managing metrics
– Security and access control

Social Media Security
Challenges
• Communication with customers on public social
media platforms could involve sensitive
information
• Yet restricting this communication forces users
to use personal devices and accounts

IP issues
• Internal content generated by users will be
covered by existing agreements
• Issues where content created and used by
different groups
• Creative Commons is one solution
– Variety of licenses covering attribution, commerce,
derivation and sharing

Agenda
architecture?
• Why do enterprise architects need to understand
social media?
• Enterprise Social Media Architecture
Features

Architecture Features
• Typical of a knowledge-sharing architecture
– Similar to collaboration and knowledge management
structures
– Dynamic
– Diverse (LinkedIn, Twitter, Facebook, YouTube)
– Evolving
– Sharing
– Collaborating
– Mostly unstructured data
– Semantic – a big challenge!

Semantic Interaction Leading to
Social Knowledge Evolution
Source: Cheng Zhang Enterprise data Architecture and its application in social networks http://bit.ly/19TgcZn

Social Network Analysis
• Big business in determining effectiveness of
social media efforts
• Big myth that social media effects are hard to
quantify

Changing What We Measure
• ASPCA traces on-line donations and increased
membership back to its social media efforts
• Best Buy measured 85% lower turnover as a
result of its Blue Shirt community
• State Farm measures its internal blog by the
improvement in morale
Adapted from Measurement & engagement: why engagement is really the only thing
that matters, Katie Delahaye Paine

Changing What We Measure
• Zero-budget YouTube videos about Barack
Obama were seen by 120x the audience of
Hilary Clinton’s multi-million dollar “largest town
hall meeting in US history”
• IBM receives more leads, sales and exposure
from a $500 podcast than it does from a
traditional ad
Adapted from Katie Delahaye Paine

Social Media Metrics
• Some social media standard metrics
• Sentiment
• Online Reputation
• Volume
• Velocity
• Conversation Rate
• Amplification Rate
• Applause Rate
• Economic Value
• Advertising Effectiveness

Standard Classifications
of Discussion
• Acknowledging receipt of
information
• Advertising something
• Answering a question
• Asking a question
• Augmenting a previous post
• Calling for action
• Disclosing personal information
• Distributing media
• Expressing agreement
• Expressing criticism
• Expressing support
• Expressing surprise
• Giving a heads-up
• Responding to criticism
• Giving a shout-out
• Making a joke
• Making a suggestion
• Making an observation
• Offering a greeting
• Offering an opinion
• Putting out a wanted ad
• Rallying support
• Recruiting people
• Showing dismay
• Soliciting comments
• Soliciting help
• Starting a poll
Adapted from Katie Delahaye Paine

The SNA Lifecycle
• Social Network Analysis (SNA) starts with
collecting internal and external data
Source: Cheng Zhang Enterprise data Architecture and its application in social networks http://bit.ly/19TgcZnCopyright © 2013 Social Media Performance Group, Inc. All rights reserved.

The SNA Lifecycle

The SNA Lifecycle
• Phase 1: Data Collection Ongoing phase due
to continuous stream of data. Architecture must
ensure all incoming data are reliably stored
– Typically a high-volume from diverse sources
– May include collection of data from internal users
– Initial relevance scoring may be necessary due to
volume

The SNA lifecycle
• Phase 2: Data Preparation Snapshot of data is
basis for analytics queries
– Huge challenge: Social media data are ephemeral
– Establishing chain of custody of data – when
collected, how transformed, when retired
– May be compliance issues – example: hiring
decisions

The SNA lifecycle
• Phase 3: Analysis Execution. Analyses
required by the business are likely to change
often, although there will be some standard
queries
– Offer ad hoc querying based on standard metrics
– Reporting function must be very flexible and able to
easily retag and collect data into social media
campaigns

The SNA lifecycle
• Phase 4: Result Finalization. Results are made
available to the user interface for end users and
analysts to examine the results

Social Network Analysis Life
Cycle

Thank You!
• You are welcome to connect with me:
– Mike Ellsworth
– Twitter: @smpgcom
– LinkedIn: www.LinkedIn.com/in/MikeEllsworth
– Facebook: www.facebook.com/MichaelJEllsworth
– bit.ly/smperformance
– mellsworth@socialmediaperformancegroup.com
– 952-373-1006

Social Media and Enterprise Architecture - Introduction and Implications

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