Social Business Roadmap
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Transcript of Social Business Roadmap
Roadmap for Improving Collaboration, Innovation and Citizen Participation
Atle Skjekkeland, Vice President, AIIMConnect@ [email protected]
twitter.com/Skjekkeland
www.facebook.com/skjekkeland
www.aiim.org
Geoffrey Moore and the AIIM Task Force
Pictures courtesy of John Newtonwww.aiim.org/futurehistory
Building out our core Systems of Record
Command and control
Systems of Record
Transaction-oriented
Data-centric
User learns system
Security is key issue
Source = AIIM and TCG Advisors
Large orgs
SMEs
Home office
Consumer
The flow of IT innovation during the past two decades
What’s wrong with enterprise IT?
You Say You Want a Revolution
Enterprise ITOn Hold
Consumer ITOn Fire
Source = AIIM and TCG Advisors
Access• Infinite content, no
barriers to entry, no barriers to exit
• Communications are any-to-many-to-one
• Social networks, blogs, Skype, Twitter
Source = AIIM and TCG Advisors
Broadband• Pictures and video
are the killer apps• Newspapers and
magazines are toast
• TV and radio are being reengineered even as we speak
Source = AIIM and TCG Advisors
Mobile• PC for the
emerging markets
• iPhone sets the bar in mature markets
• Texting, camera, location-based services
Large orgs
SMEs
Home office
Consumer
The flow of IT innovation over the past 5 years…
ERP
SCMCRM
Original slide concept from Cisco
EnterpriseApps
ServerArchitecture
Devices
OperatingSystem
KnowledgeWorkerApps
Era
Years
Typical thing
managed
Best known
company
Content mgmt focus
Mainframe
1960-1975
A batch transactio
n
IBM
Microfilm
Mini
1975-1992
A dept process
Digital Equipment
Image Mgmt
PC
1992-2001
A document
Microsoft
Document Mgmt
Internet
2001-2009
A web page
Content Mgmt
Social and Cloud
2010-2015
An interaction
Social Business Systems
Systems of Record
Systems of Engagement
Using Social Media to Engage Citizens?
Why should you care?
BECAUSE 57% FEEL BETTER SERVED BY COMPANIES THAT CONNECT WITH THEM VIA SOCIAL MEDIA.
Source: 2008 Cone Business in Social Media Study
“You will lose control – Get used to it!” JP Rangaswami – CTO, BT at Enterprise 2.0
IT Users
Inside the Enterprise Outside the Firewall
Good Heavens!Put that Tweet in a System of Record!
Chill Seymour!We don’t need
you anyway!
Source: John Newton, Alfresco
Using Social Media to Engage Staff?
Social NetworkingWikiBlogInstant MessangarRSS Video calls
18-30
31-45
>45
“I expect to use the same type of networking tools with my business colleagues as I do with my friends and family.”
47%
37%
31%
Source: AIIM
“I believe that the ‘wisdom of the crowds’ improves information quality ”
57%
49%
33%
18-30
31-45
>45
Source: AIIM
Download at www.aiim.org/roadmap
AIIM Social Business Roadmap
• Not a step in the roadmap, but necessary precursor to successful social business initiatives. – Transparency– Trust– Technology
0. Empowerment
• Experimental use of technologies
• Proof of concept
1. Emergence
Emergence (continues)
• Formalization of approach
• Social business assessment
• Planning and project management
• Social business team
2. Strategy
External: US Fed Gov
2. Strategy (continues)Communication Brand Exposure Traffic to Site
YouTube
Digg
Del.icio.us
Good
Good
Good
Good
OK
OK
GoodOK Bad
Good Good OK
GoodOK Good
Bad Bad OK
Source: CMO External: Role of Social Media
• Identify desired capabilities and deployment options– Specific tools– Hosted, enterprise,
commercial, mobile• Procure and implement
tools• Develop and deliver training
and support• Integration
3. DevelopmentInternal:
• Enterprise Facebook
• Enterprise YouTube
• Enterprise Twitter
• Global presence detection
• On-demand conferencing
• Telepresence everywhere
• Mobile access to everything
• Global search
• Social content management
• With more revolutionary applications to come . . . .
3. Development (continues)
OneForty.com
4. Monitoring
External: Monitor conversations
• Seed content into tools
• Use the tools!• Be patient
5. Participation
• Move from listening and broadcasting to engagement
6. Engagement
Internal: Intellipedia
6. Engagement (continues)
External: Whitehouse.gov
7. Governance
1. Prevent
• Risk assessments
• Training
• Policies & procedures
• Executive commitment
3. Respond
• Investigation
• Communication
• Improvements
• Employee discipline
2. Detect
• Audit
• Ombudsman
• Monitoring
Prevent
DetectRespond
• Spear Phishing is an attack targeting a specific user or group of users, and attempts to deceive the user into performing an action that launches an attack, such as opening a document or clicking a link
• The second concern regarding social media use by federal employees is Social Engineering, which relies on exploiting the human element of trust
• Advances in web application technologies allow attackers to use new techniques against social media websites not previously possible in email.
• Policy Control– The safe use of social media is fundamentally a behavioral
issue, not a technology issue.
• Acquisition Controls – Ensure some level of risk management, mitigation, and
acceptance of residual risk.
• Training Controls– Provide periodic awareness and training of policy, guidance,
and best practices
• Network Controls– Use technologies to secure a department’s infrastructure
• Host Controls – Just as important to securing the network is securing the host.
Policies and Procedures
The US Air Force’s Rules of Engagement for Blogging
• Encourage uptake of the tools• Monitor efficacy of tools• Measure and analyze tools and
processes• Continue to educate users and
stakeholders• Identify changes to tools and new
tools to consider
8. Optimization
8. Optimization (continues)
How to implement Social Business?www.aiim.org/roadmap
1. Emergence 2. Strategy3. Development4. Monitoring5. Participation6. Engagement7. Governance8. Optimization
Connect@...
twitter.com/Skjekkeland