Cutter Summit 2012: Roundtable on ESN Adoption

©2012 Cutter Consortium

KM, Collaboration, and Enterprise Social Networks:Breakfast RoundtableClaude R. BaudoinSenior ConsultantCutter Consortium

©2012 Cutter Consortium 2

Abstract Knowledge management, collaboration, and social media are at

different stages of maturity, but they already seem to be converging. Few people disagree, for example, that knowledge flows better between people who have a connection to each other; or that people who collaborate on a project tend to stay in touch with each other and solicit each other’s advice later on.

How do enterprises transform this trend into an advantage?

During this roundtable, participants will share experiences and hear advice on the corporate uses of social media, the connection between communities of practice and social media, and how these trends contribute to new workflow for the retention and sharing of expert knowledge.


Overview This is a roundtable, not a tutorial

Please share:• Who you are, what you do• Your level of familiarity and involvement with the topic• Successes obtained, issues encountered, concerns, future plans• Opinions

My role:• Facilitate• Provide additional information and references• Gather your feedback, compile it and send it out in a few days

Don’t forget to enjoy breakfast!


Recommended Reading


Main Points in Claude’s Executive Reports What is “social media”?

Comprehensive Definition

Types of Social Media in Business

Specific Examples

“Bidirectional communication, using several channels, with a key audience, for a sustained period of time.”

Social networksLinkedInViadeoVisible.meGoogle+

Blogs and microblogs

WordpressTwitter

Forums and message boards

YammerIgloo SoftwareGoogle GroupsQuora

Multimedia sites YouTubeSlideshare

(… expect more)


“How Companies Are Benefiting from Web 2.0 (McKinsey, 2009)

Enterprise 2.0 Capability Is It a Social Medium?Blogs Yes, only if there is a notion of “followers” and the ability to commentMash-ups NoMicroblogging Yes, since the follower-followee relationship is typically fundamentalPeer-to-peer Yes (whatever this broad term really means)Podcasts Not usuallyPrediction markets NoRating Yes, if there is a social component (“Like” button on Facebook)RSS NoSocial Networking Yes, by definitionTagging Only if it is “social tagging,” i.e. collaborative, and if people get alerts

when their friends have tagged some information with a tag they followVideo Sharing Yes, only if there is a notion of “followers” and the ability to commentWikis Yes, although a wiki may be “socialized” to a very small circle only, or

may be mandated reading in a department rather than being affinity-based


What Are Enterprise-Level Uses?

Per Cutter’s Andriole & Schiavone:1. Social market research

2. Brand and marketing intelligence

3. Competitive intelligence

4. Product innovation and lifecycle management

5. Social customer service

6. Threat tracking

Another classification:• Share knowledge – see the “social knowledge landscape” framework• Get closer to customers – CRM, customer service, reputation watch• Cultivate loyalty – including alumni networks, non-profit sponsorship• Recruit


Business Cases Maintain contacts with clients, partners, suppliers – “the big

business card file in the cloud”

Recruiting – find candidates, or validate their suitability for a job, through their social profiles and through shared connections

Ex-employee networks – for rehiring and to maintain loyalty

Socializing knowledge – people respond more readily to questions from social connections

Dissemination of ratings and recommendations (e.g., Amazon)

Detect and correct service issues (e.g., Comcast on Twitter)

Organize employee responses to disasters


Case Studies Deloitte Australia, 2010

• Using Twitter to recruit• Running an internal online film

festival, Only@Deloitte• Having “digital natives” mentor

“digital immigrants”• Running a marketing

campaign that used Yammer, Twitter and LinkedIn

• Connecting peers in the Risk Services practices through Yammer groups

• Creating a fantasy football league for their clients during the World Cup

Amazon developed one of the first communities of customers that provide ratings for books, music, electronics and appliances

TripAdvisor.com uses customer recommendations to balance the ratings from its owner, hotels.com

Kraft Brands created a multimedia Web site to promote its image


Social KM: “It’s Not Just What You Know, It’s Also Who You Know”

10

circa 2000 2011+

ContentManagement

Collaboration

Commu-nities

ContentManagement

Collaboration

Commu-nities

SocialMedia


Inter-Organization KM


Mutual Help in an ex-Employee Social Network

There were 20 answers to the initial question within a month, including several within the first 24 hours


Social Knowledge Landscape


Social Technology & Competitor Watch


Fears, Uncertainty and Doubt Leakage of confidential information

Perception that the enterprise no longer cares to pick up the phone or meet with its clients

Loss of productivity

Dilution of traditional corporate prerogatives and channels

Uncertainty about corporate and personal benefits/rewards

Abuse by employees

Employee poaching

Malware introduction

Privacy violations

Legal/ethical conflicts

Successive investments in short-lived platforms


The Impact and Cultural Challenge of Communities in the Enterprise


From Fear to Reasoned Adoption Organizations have two paths in front of them:

Understand business objectives Articulate a vision of what you want to achieve Educate senior management (who know the least about this) Write a good but simple governance plan Have a simple usage policy that encompasses all electronic media If you create an alumni network, use an external social network Pilot, stay the course, stay agile (deliver quickly and often)

Fear

Ignorance

ControlFailure

Awareness

EducationLeverage

Success


Mitigating the Risks Adopt a strategic framework to decide where and why to apply a

social strategy

Do not waste too much time on“return on investment” (ROI) analysis• Difficult, elusive, subject to disbelief• Instead, minimize the costs (open source or cloud-based prototypes)

and demonstrate value incrementally

Reverse mentoring: “digital natives” should spend time educating the “digital immigrants”

Create very simple “electronic communication policies” that are open-ended enough to accommodate future new media


Social Media Strategic Framework(Andriole & Schiavone)


Social Media Policy Sources

REGULATORY REQUIREMENTS ON THE USE OF SOCIAL MEDIA

(Source: Harold Nierop. Reproduced with permission)

Osterman - The Impact of New Communications Tools - http://www.box.net/shared/static/exvkqvcleu.pdf Osterman - The Need to Archive SN Content - http://www.box.net/shared/static/byobpxpzi7.pdf US - FINRA - Supervision of Electronic Communications - http://www.box.net/shared/static/odja4zxt08.pdf US - FINRA - Guidance on Social Media Web Sites - http://www.box.net/shared/static/75ytdooycl.pdf US - FINRA - Communications with the Public - http://www.box.net/shared/static/s16c8jzigp.pdf

SOCIAL MEDIA COMPLIANCE POLICIES, SOME SAMPLES

(Source: Harold Nierop. Reproduced with permission)

IBM - http://www.box.net/shared/static/7n2xt3ebzm.pdf British Telecom - http://www.box.net/shared/static/llarpa9dnh.pdf International Federation of the Red Cross (IFRC) - http://www.box.net/shared/static/hrjk0nln59.pdf The Coca Cola Company - http://www.box.net/shared/static/1ifmdpdzb2.pdf UK CIPR - http://www.box.net/shared/static/fudf5fx1je.pdf WOMMA - http://www.box.net/shared/static/qxqj2zrd9v.pdf US Federal Trade Commission - Principles for Online Behavioral Advertising -

http://www.box.net/shared/static/ssrv55sedo.pdf US CIO Council - SN Use by Federal Departments - http://www.box.net/shared/static/89149s00yu.pdf

Cutter Summit 2012: Roundtable on ESN Adoption

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