The seduction of the species The impact of social media on Enterprise Content Management

Adrian McGrathPrincipal ECM Solution Architect

Information Management Practice

7th April 2011

Speaker notes included in ‘presentation notes’

The Rise of Social Networks

Popularity of social networking web sites

Top Sites in the UK, April ’11

1 Google UK (www.google.co.uk)

2 Facebook (facebook.com)

3 Google (google.com)

4 YouTube (youtube.com)

5 BBC (bbc.co.uk)

6 Yahoo (yahoo.com)

7 eBay UK (ebay.co.uk)

8 Windows Live (live.com)

9 Wikipedia (wikipedia.org)

10 Twitter (twitter.com)

11 Amazon UK (amazon.co.uk)

12 Blogger (blogger.com)

13 LinkedIn (linkedin.com)

14 Microsoft Network (msn.com)

15 PayPal (paypal.com)

16 The Guardian (guardian.co.uk)

17 WordPress (wordpress.com)

18 The Daily Mail (dailymail.co.uk)

19 Bing (bing.com)

20 Flickr (flickr.com)

most popular web sites in the UK are

social computing web sites

out of the TOP TWENTY

What can we learn from this?

There is a basic human desire to network, collaborate and share information

Provide people with a compelling user interface, that is easy and enjoyable to use, creating a desire to participate

Give the option to participate through multiple channels and devices

Ensure that people get something out of participating (there is something in it for them)

We just need to:

For example, people that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users

The ambition of ECM

Document Management

Web Content

Management

Imaging

RecordsManagement& ArchivingCollaboration

& Social Media

Digital Asset Management

InformationRights

Management

Enterprise Content Management

a framework and integrated suite of applications that together provide a co-ordinated means to

manage the lifecycle of all content in an organisation

and maximise its value

Line of Business Applications

Social Media

ECM Ambitio

n

What’s up doc?

Breakaway content is disconnected from ECM, not properly managed (and exploited)

Lack of governance, few policies, procedures and guidelines around social media in place

Security and disclosure concerns

Although there are problems to overcome, there are also opportunities if you look at it from a different perspective

Opportunity Knocks

Four key areas where social media and related mobile applications will increasingly have a major impact on ECM

1) User Interface

2) Assembly of ECM solutions

3) Business collaboration and networking

4) Customer engagement

Product Change

INTERNAL

application of

social media

EXTRENAL application of social media

Implementation Change

User Interface

The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate

To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an

Seduction of the species

Which one of these is more compelling to you?

... or ...

The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate

To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an experience

Seduction of the species

Which one of these is more compelling to you?

... or ...

The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate

To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an experience

Seduction of the species

Which one of these is more compelling to you?

... or ...

The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate

To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an experience

Seduction of the species

Which one of these is more compelling to you?

... or ...

The viral up-take Consumer devices and social applications have inspired users and created a desire to participate and communicate

To replicate this level of participation into the workplace requires a shift from providing users with a purely functional interface for ECM to providing them with an experience

Seduction of the species

There are 3 key trends to watch out for here:

1) Rich Internet Application interfaces – The next wave of user interfaces for ECM will be far more immersive, sleek and sophisticated

2) Mobility – Content, stored once in ECM, will become more (securely) accessible from a range of mobile devices

3) Revolutionary interfaces – Sophisticated but highly intuitive interfaces will become increasingly available based on touch screen and 3D/gesture interfaces

Functional

Experience

Seduction of the species

There are 3 key trends to watch out for here:

1) Rich Internet Application interfaces – The next wave of user interfaces for ECM will be far more immersive, sleek and sophisticated

2) Mobility – Content, stored once in ECM, will become more (securely) accessible from a range of mobile devices

3) Revolutionary interfaces – Sophisticated but highly intuitive interfaces will become increasingly available based on touch screen and 3D/gesture interfaces

Functional

Experience

Key implication

This will create an environment where users really want to participate with minimum effort ... seducing users ... while invoking a positive change in user behaviour around how they create, use and share information

Seduction of the species

Assembly of ECM solutions

The Mobile App Market

Worldwide Mobile Application Store Revenue Forecast to Surpass $15 Billion in 2011

The growth in the number of apps developed and downloaded in the mobile market (primarily Apple and Android) has been truly extraordinary

It is perfectly feasible to consider a similar pattern (but with a smaller volume) being replicated in the ECM market

Source: Gartner, January 2011

Spawning of a new construction boom

Developer Communities

Mainstream

ECM VendorsOpen Source

ECM Vendors

e.g. Open Text, Oracle, EMC, IBM

e.g. Alfresco, Drupal

ECM Apps Marketplace

Gradually transition from proprietary to open ECM Apps, made available to wider marketplace

ECM System

Apps to extend and enhance ECM functionalityChange on the horizon

1) ECM Apps extend and enhance ECM functionality

Enterprise Business System

(e.g. SAP)

Adapter Apps to connect enterprise

business systems with ECM systems

2) Adapters to integrate ECM with enterprise business systems

Targeted Business Applications

- vendor independent -

(e.g. Case Management)

4

4) Surge in targeted ‘content centric’ business applications

ECM User Interface

- vendor independent -

User interfaces and business applications assembled from ECM Apps

3) Multi-device/channel, compelling user interfaces

Business collaboration &

networking

Value of collaboration

recognised for a long time

“”

“ If HP knew what HP knows, we would be three times as profitable ”

The only irreplaceable capital an organisation possesses is the knowledge and ability of its people. The productivity of that capital depends on how effectively people share their competence with those who can use it

Lew Plattformer CEO of Hewlett-Packard

Andrew CarnegieIndustrialist, businessman, entrepreneur and major

philanthropist

Proving to be a really great way to facilitate much smarter, agile and rapid collaboration and knowledge sharing with colleagues horizontally across the organisation

Helping organisations go beyond hierarchical and geographical barriers with little need to have prior relationships with people already in place

There is a major trend to take the principles of consumer social applications and apply them inwards within an organisation

The Collaborative Office

What’s different now?

ECM provides a means to consistently organise information across an organisation, making it secure and easily accessible to authorised users

Traditional collaboration tools extend ECM to facilitate greater information sharing with a primarily focus on information worker efficiency

Social collaboration tools go further, focusing on innovation, change and information discovery, promoting a culture of knowledge sharing across the organisation

The Difference now is that the technology is emerging to truly enable a Collaborative Office

Tacit(80%) Explicit

(20%)

Organisational Knowledge

ECM provides a means to consistently organise information across an organisation, making it secure and easily accessible to authorised users

Traditional collaboration tools extend ECM to facilitate greater information sharing with a primarily focus on information worker efficiency

Social collaboration tools go further, focusing on innovation, change and information discovery, promoting a culture of knowledge sharing across the organisation

The Difference now is that the technology is emerging to truly enable a Collaborative Office

Organisational Knowledge

ECM

What’s different now?

Tacit (65%)

Explicit (20%)(15%)

ECM provides a means to consistently organise information across an organisation, making it secure and easily accessible to authorised users

Traditional collaboration tools extend ECM to facilitate greater information sharing with a primarily focus on information worker efficiency

Social collaboration tools go further, focusing on innovation, change and information discovery, promoting a culture of knowledge sharing across the organisation

The Difference now is that the technology is emerging to truly enable a Collaborative Office

Organisational Knowledge

ECM

TraditionalCollaboration

Tools

What’s different now?

Tacit (60%)

Explicit (20%)(15%)(5%)

ECM provides a means to consistently organise information across an organisation, making it secure and easily accessible to authorised users

Traditional collaboration tools extend ECM to facilitate greater information sharing with a primarily focus on information worker efficiency

Social collaboration tools go further, focusing on innovation, change and information discovery, promoting a culture of knowledge sharing across the organisation

The Difference now is that the technology is emerging to truly enable a Collaborative Office

Organisational Knowledge

ECM

TraditionalCollaboration

Tools

SocialCollaboration

& Content Analytics

Mind meld into the organisation

What’s different now?

Tacit (50%)

Explicit (20%)(15%)(5%)

(10%)

Benefits of social collaboration

facilitate much smarter, agile and rapid collaborationemergence of experts

quick and easy to find information and people

leverage experience of many more people

greater innovation

establish relationships with people with common skills and interests across the organisation

faster decision making

breaks down hierarchical and geographical barriers

cross pollination of ideasinformation becomes a more a valuable resource not just something that needs to be stored and managed

people are more engaged and better informed

increased knowledge sharing and discovery

Reduces duplication of effort

insight into patterns and connections between people and information

Classical hierarchical organisation

Networked organisation, truly collaborative, continually learning

Customer Engagement

Social CRM

Social CRM is about using social media tools to listen and interact with customers, engaging with them at a more personal level across a multitude of online touch points

Social CRM

TraditionalCRM

Focuses on a strategy for customer engagement, dealing with conversations and relationships with the customer

Dealing with and managing customer data, transactions and money

Back around 1999 – 2001, we started putting an ‘e’ or an ‘i’ in front of everything

The next wave would seem to be ‘social’ everything

Social CRM (Customer Relationship Management) kicks things off on the business front

Gatorade and Dell Social Media Command Centres

Sentiment Analysis tools have emerged as a means to monitor and track the effectiveness of customer engagement initiatives and brand perception

They analyse content across Internet sources (listening posts such as Twitter and Facebook) and derive public sentiment about a certain brand or topic

Sentiment Analysis

Going beyond sentiment Sentiment Analysis tools might look very crude when compared to Natural Language Processing and Question and Answering technology made possible by IBM Watson

IBM Watson uncovers answers by understanding the meaning buried in the context of a natural language question

Last year, over 500 billion online impressions were made globally by people about products and services

Understanding the context and meaning of these impressions will provide an incredible next level of insight

Concluding Remarks

Evolutionary Road

Call to action

‘Do nothing’ is not an option ... you need to:

1) Provide your staff with social collaboration tools, creating an environment where people really want to participate and share knowledge and experience

2) Put processes and ‘sheepdogs’ in place to manage and govern the social media content generated by your organisation

3) Consider how you could engage and interact better with your customers through social media channels

4) Address how your ECM / Information Management solutions can be assembled and changed with greater agility and speed

The ECM, social computing and mobile worlds are converging

Underpinning all of this

Define clear objectives, success factors and measurements at the outset for any social computing initiative ... should be tied to a social business strategy and goals

Thank you

Adrian McGrathInformation Management Practice

Email: adrian.mcgrath@logica.com

Blog: mcgratha.wordpress.com