Twitter, Facebook, Generation Y and Social Media - how do they impact ECM?

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

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

3. Introduction & Definitions

4. 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

5. Social Media Social 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 interaction using social (Web 2.0 and E2.0) tools

6. 3 areas of Social Media : Public, Corporate, Internal Corporate AGGREGATOR ECOMMERCE Public Public VIRTUAL LIFESTYLE/SOCIAL Internal LOCATION-BASED PROFESSIONAL MULTI – MEDIA MULTI – MEDIA

7. What is the market situation (1) How important is it?

8. Social Media is becoming as popular as Email • 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 Source 1: Nielsen Netview, The Global Online Media Landscape, April 2009 Source 2: Nielson Online Global Index, Dec 2008. Global refers to AU, BR, CH, DE, ES, FR, IT, UK and USA Source: Cheryl Max IBM Marketing & Communications | IBM Confidential

9. How big an issue is it? • 75M Twitter accounts • 80% of Twitter usage is from mobile devices • 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 • Linked in has over 50M members • 80% of businesses look to Linked in when recruiting • Is the worlds 2nd largest search engine and contains over 100,000,000 videos

10. 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! Source : Socialnomics.net (Erik Qualman)

11. 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,

12. What is the market situation (2) A case in point: Social Media in IBM

13. IBM Social Media - Public 80+ accounts using “IBM” in the name (25% from outside the US) – over 3,000 IBMers on Twitter 200+ IBM channels 39,000+ users, 500+ IBM groups (65% outside the US) 378,000+ (*including Alumni) 166 communities, 200+ blogs, 5000+ profiles 75,000+ 100,000 IBMers collaborating with 200,000 non-IBMers Source : Maria Arbusto

14. IBM Social Media – Internal E2.0 tools Quickr 5,000 88,300 11,200 96,600 19,600 591,583 profiles 57,800 (60% outside the US) Lotus Connections (on Technology Adoption Program) 215,400 64,400 72,844 (33% outside US) 369,700 (57% outsidethe US) Source : Maria Arbusto 14

15. What is the impact for YOUR organisation?

16. 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?

17. 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?

18. Random Test… Find yourself on Twitter! Deutsche Bahn http://twitter.com/DB_info http://twitter.com/DBKarriere http://twitter.com/dbpress http://twitter.com/DBStart http://twitter.com/DeutscheBahn_AG LTSB http://twitter.com/LloydsBankingGp http://twitter.com/lloydsTSB HSBC http://twitter.com/HSBC_UK_Careers Catalunya Regional Authority http://twitter.com/parlament_cat Hampshire County Council http://www.twitter.com/hantsconnect European Union http://twitter.com/European_Union http://twitter.com/Europe_ http://twitter.com/europeanunion DWP http://twitter.com/NDS_DWP Zurich http://twitter.com/Zurich_ch http://twitter.com/Forum4Directorsg SNCF http://twitter.com/voyages_sncf http://twitter.com/TER_SNCF http://twitter.com/Infotraficsncf Barclays http://twitter.com/Barclayswealth http://twitter.com/BARCLAYS

19. What is the impact for ECM?

20. 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

21. 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

22. 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

23. 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 SM & collaboration tools as part of the LOB process Marketing - branding – broadcasting – news updates, etc. (tie with WCM) E.g. ECM TweetJam - #iod2010, @iod2010, fb Content Analytics – Trends, Search & Discovery IBM analytics can look not just internally but at web content etc.

24. 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 consistently ECM is a key technology part in this strategy. It will be directly impacted and it can also provide key control components Social Media change is happening fast! This is not something that you can afford to ignore

25. Social Media and ECM – The future This is a new part of the ECM landscape that is evolving and changing daily. It is one of the key issues discussed at the ECM UK Strategic Innovation Council We are currently in the process of collecting requirements and understanding how different organisations are addressing these issues If you would like to be involved, please contact either of us directly: GHadingham@uk.ibm.com George.Parapadakis@uk.ibm.com

26. Enterprise Content Management Communities ECM UserNet - the worldwide community of ECM users Become involved with your local UserNet chapter www.ibm.com/software/data/content-management/usernet.html ECM On-line Community – share and interact with peers around the world www.ibm.com/community/ecm developerWorks – IBM’s resource for developers & IT professionals www.ibm.com/developerworks/data/products/ecm Information Champions – recognizes individuals who have made the most outstanding contributions to the Information Management community www.ibm.com/software/data/champion