Twitter, Facebook, Generation Y and Social Media - how do they impact ECM? George Parapadakis & Graham HadinghamUKI ECM Value Advocates

Rome, May 2010

Agenda

• Introduction and definitions•What is the market situation?•What does it mean for your organisation?•What does this mean for ECM?•Summary

Introduction & Definitions

Web 2.0 & Enterprise 2.0

• The term Web 2.0 is commonly associated with web applications which facilitate interactive information sharing, interoperability, user-centred design and collaboration on the World Wide Web. Examples

of Web 2.0 include web-based communities, hosted services, web applications, social-networking sites, video-sharing sites, wikis,

blogs, mashups and folksonomies.Web 2.0 = Social interaction tools on the WWW

• In a report written for Association for Information and Image Management (AIIM) Enterprise 2.0 is defined as "a system of web-

based technologies that provide rapid and agile collaboration, information sharing, emergence and integration capabilities in the

extended enterprise" (Carl Frappaolo and Dan Keldsen)E2.0 = Web 2.0 tools, used inside the enterprise

Social MediaSocial computing is the combination of media and activity that is created when user social engagement moves beyond simple consumption.

Social Media = A new method of personal AND commercial interactionusing social (Web 2.0 and E2.0) tools

3 areas of Social Media : Public, Corporate, Internal Corporate

Public Public

Internal

MULTI – MEDIA

LIFESTYLE/SOC

IAL

PROFESSIONAL LOCATIO

N-BASED

ECOMMERCEAGGREGATOR

VIR

TUAL

MULTI – MEDIA

What is the market situation (1)

How important is it?

Social Media is becoming as popular as Email

Source 1: Nielsen Netview, The Global Online Media Landscape, April 2009Source 2: Nielson Online Global Index, Dec 2008. Global refers to AU, BR, CH, DE, ES, FR, IT, UK and USA

• In Feb ‘09, time spent on social media communities reached time spent on Email 1

• Global Active Reach:2• Search: 86%• Email: 65%• Communities: 67%• Video is growing at

the fastest rate

How big an issue is it?

Has over 350 Million users – would be the worlds 4th largest country

Around 175M users log in each day and 35M update their accounts

3.5Billion pieces of content shared on Facebook every week

700,000 businesses now have a Facebook page

Is the worlds 2nd largest search engine and contains over 100,000,000 videos

75M Twitter accounts80% of Twitter usage is from mobile devices

Linked in has over 50M members80% of businesses look to Linked in when recruiting

Is this relevant to business?

• There are more than 200,000,000 blogs – 34% of bloggers make comments on brands & products

• 78% of consumers will trust peer recommendations– Only 14% of consumers will trust advertising!

• It is absolutely relevant!

The Impact of Social Networking Tools

It’s already here! – Most IT companies use Twitter, Facebook etc for viral marketing– YouTube reaches more IT decision makers than CNET (an IT focused site!)– Replacing email as preferred mode of communication

» SameTime, Windows Live– Informal dissemination of formal information!– Most major players in the IT space have already invested heavily in E2.0 tools

Changing the way we create and use information – Not using formal metadata structure and taxonomies but folksonomies –

tagging, dogear– Casual content creation and deletion – empowered users – producers and

consumers– Sharing, searching,

What is the market situation (2)

A case in point: Social Media in IBM

378,000+ (*including Alumni)

39,000+ users, 500+ IBM groups(65% outside the US)

80+ accounts using “IBM” in the name(25% from outside the US) – over 3,000 IBMers on Twitter

200+ IBM channels

75,000+

100,000 IBMers collaborating with 200,000 non-IBMers

166 communities, 200+ blogs, 5000+ profiles

IBM Social Media - Public

Source : Maria Arbusto

14

Quickr

369,700(57% outside the US)

96,600

215,400

19,600

11,200

64,400

57,800(60% outside the US)

72,844(33% outside US)

88,300

591,583 profiles

5,000

Lotus Connections (on Technology Adoption Program)

Source : Maria Arbusto

IBM Social Media – Internal E2.0 tools

What is the impact for YOUR organisation?

Social Media in Your Business?

• Who is using Social Media in your organisation?– Marketing? Developers? Business Analysts? Traders?– Are they aware of each other?– Is the IT group and the ECM team aware of any of them?– Do they understand that they are becoming “the voice of the

company”?

• What is communicated?– Is there any monitoring or policy on what is communicated?– Do you have any record of what was said by whom?– Can you defend it to a court or regulator?– Are you capturing & sharing the knowledge that is being

accumulated?

Social Media in Your Business?

• What about your competitors?– How are they using Social Media?– What are they saying about you?– What insight can you gather about them?

• What about your customers?– Are they using social networking?– Do they expect to find you on Tweeter or Facebook?– Do you know what are they saying about your company and

your products?

• How is this changing in the next 6-18 months?– Do you have a strategy?

What is the impact for ECM?

Why are we looking at ECM for SM?

• All information exchanged on Social Media is unstructured content!– Therefore ECM is the right place to manage it

• SM tools provide new paradigms for interacting with ECM

• But… SM tools also challenge the traditional Information Management controls

Impact of social media on ECM – New paradigms

• Ease of use & familiarity– Slick and intuitive nature of tools– We use these tools all the time at home– Quicker to get things done

• Proximity & Intimacy– Easier to build personal rapport with customers– Content Analytics can provide trends and behaviour insight– New marketing avenues

• E.g. ECM TweetJam

• Flexibility– 24 x 7 availability: The permanently “on-line” society– Use of the social media tools alongside corporate systems

Impact of social media on ECM – Creating new issues

• Volume– Higher information exchange volumes– Higher frequency– Multimedia (large) file sharing– Multiple channels

• Control– Blurring of personal/business use– No policy enforcement – think DM on Twitter or Inbox on FB– Often no policy, at all– No records management– Security Implications– No longer IT controlled

• Timing– “Y Generation” will expect the working environment to be like this– 15-year olds will be your employees in 3-5 years from now

Social Media and ECM – Use Cases

• Collaborative authoring/review/approval (inside & outside firewall)- ECM– Does this go against the point of social media?

• Collaboration on Advanced Case Management and BPM– Making businesses more flexible and agile

• Marketing - branding – broadcasting – news updates, etc. (tie with WCM)– E.g. ECM TweetJam - #iod2010, @iod2010, fb

• Content Analytics – Search & discovery– IBM analytics can look not just internally but at web content etc.

Summary

Summary

• Social Media is not a fancy trend – It’s an established new paradigm and it will be around for a while

• You need to build a strategy and policy on how your organisation will manage and leverage these tools effectively and consistency

• ECM is a key technology part in this strategy. Not only it will be directly impacted, but it can also provide key control components

• Social Media change is happening fast! This is not something that you can afford to ignore

Thank You – Questions?

George.Parapadakis@uk.ibm.comGHadingham@uk.ibm.com