Social is Not Like Facebook, It’s Like eBayCHRISTIAN BUCKLEY

DIRECTOR OF PRODUCT EVANGELISM @METALOGIX

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Some of the topics we’ll discuss :

• Why is everyone so interested in social?

• Where is the business value?

• What are the differences between SharePoint social features and Yammer features?

• What does it take to make social successful in the enterprise?

About me

Christian BuckleyDirector, Product Evangelism at Metalogix

Based in Seattle, Married for 23 years w/ 4 kids

2-time SharePoint Server MVP, Forbes/Harmon.ie Top 20 Influencer, ESPC13 Top Community Contributor, 4-time author,Member of MSFT Community Leadership Board

@buckleyplanet http://www.buckleyplanet.com

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Tackle 10 common business problems with proven SharePoint solutions• Set up a help desk solution to track service requests

• Build a modest project management system

• Design a scheduling system to manage resources

• Create a site to support geographically dispersed teams

• Implement a course registration system

• Build a learning center with training classes and resources

• Design a team blog platform to review content

• Create a process to coordinate RFP responses

• Set up a FAQ system to help users find answers quickly

• Implement a cost-effective contact management system

Your end users want social.

They don’t know why they want it….but they want it.

Right now.

What is the #1 request from your end users?

“I want something that looks like

FaceBook”

(What does that even mean?)

Personalization

Rich user profile Network details

Rich media sharing

Alerts and network notifications

Status updates

Newsfeed

Threaded conversations

Groups / Communities

Publishing content

Facebook ≠ enterprise social

An Avanade global study of enterprise social collaboration trends, analyzing the habits of 4,000 users and 1,000 IT and business decision-makers in 22 countries, found that

Facebook is twice as popular as SharePoint – 73% to 39% Facebook is also four times more popular that IBM Open connections

(17%) and six times more popular than Salesforce’s Chatter (12%)

InformationWeek article on Avanade study http://ubm.io/17WDTQs

Facebook ≠ enterprise social

Of course…

Although Facebook is used by 74% of organizations surveyed, organizations put SharePoint and Chatter (tied at 23%) at the top of their list of deployments for the coming year

When asked about priorities, Facebook fell to the end of the listInformationWeek article on Avanade study http://ubm.io/17WDTQs

Personalization

Rich user profile

Network details

Rich media sharing

Status updates

Newsfeed

Alerts and network notifications

Threaded conversations

Image borrowed from the SharePoint 911 team at Rackspace

Yammer + SharePoint Roadmap

Today

Option to replace SharePoint Newsfeed with Yammer

Yammer app for SharePoint

SharePoint 2013 on-premises guidance

Tomorrow

New User Experience

Document conversations

Office 365 Single sign-on

Future

External Communication

Email integration

Enhanced messaging

“Organizational success with social media is fundamentally a leadership and management

challenge, not a technology implementation.”

The Social Organization, Bradley and McDonald (Gartner)

Small-team collaboration can be fast and effective

While large-team collaboration can be sluggish and siloed

Organizations want adoption and engagement

Features

• Community• Social tagging• Easily share content and

activities• Follow documents, people,

sites, tags, and activities• Improved activity streams• Improved My Sites• Save locally

Benefits

• Build more robust metadata• Make content more findable• Link people, teams, content and

activities

Social in SharePoint

Features

• Community• Social tagging• Easily share content and

activities• Follow people, groups,

announcement and tags• Activity streams• Profiles

Benefits

• Quickly build community• Internal and external communication• Powerful search• Integration into O365

Social in Yammer

“structured”

“unstructured”

Where is social going?

You’re probably asking:

“What does any of this have to do with the FaceBook vs. eBay metaphor?”

• Taxonomy applied• Folksonomy (tags)• Social dialog• Shared• Liked• Rated

• Taxonomy applied

Product #1 Product #2

They surface data They provide context They extend the search experience They are increasingly being viewed as the

way in which people communicate

Why are social tools important?

Problems with “eBay as Social” model

Look to the adoption lifecycle Initial excitement, its shiny and new Increased productivity Soon, experts develop, and novices wander away “Trolls” start appearing and mucking things up Introverted social activities dilute the message After that, “social silos” are created Lack of alignment with business processes

Where Social Works

Cultural change

Executive adoption

Business alignmen

t

Meaningful measure-

ments

Alignment with

structured collaboration

Let’s go back to the FaceBook/eBay metaphor

one more time

Split screen of facebook vs ebay

Means to an end – a specific activity, self-focused

Versus a community, a business focus

“Social media, community, and purpose are the indispensable

components that together produce mass collaboration.”

The Social Organization, Bradley and McDonald (Gartner)

The elusive “Business Value” problem

When your community has strong business alignment, a sense of purpose, people will contribute, driving business value

Some people talk about “driving innovation.” What they really mean is the “emergence of ideas” between people, across teams, between partnering organizations Clarifying thoughts

Sharpening messaging

Refining ideas

Delivering value

To move forward you need measurement

The Social Organization

Community = WhoSocial = WherePurpose = Why

The Social Organization, Bradley and McDonald (Gartner)

Ultimately, social is about your culture, not about the technology.

Q&A

I am not a consultant, so I do not directly work with companies to help them design their social strategies

However, I personally embrace the eBay model …and charge a small transaction fee for having watched my presentation

I also accept PayPal

Rate this session and win at

http://www.sharepointsaturday.co.za

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Contact me at cbuck@metalogix.com or @buckleyplanet

Thank you!