Bg Concordia Socnet Identity Final

All Contents © 2009 Burton Group. All rights reserved.

Use Cases Driving Identity in Enterprise 2.0: The Consumerization of IT

Monday, July 27, 2009

Mike Gotta

Principal Analyst

Collaboration and Content Strategies

mgotta@burtongroup.com

http://mikeg.typepad.com

Alice Wang

Director

Burton Group

awang@burtongroup.com

Similar Concepts, Different Meanings

Enterprise 2.0 & Consumerization of IT

On being here to talk about socialtools and applications in front ofan identity audience:

Same terms, same topics – butdifferent understandings and context?

re: Web 2.0 and Enterprise 2.0…How did we get here?

2

Intermingling Of Tribal Beliefs

Each community believes that it has discovered fire…

Identity community discovers that:“it’s all about relationships” (Blakley, 2008)

Collaboration community discovers that:“it’s all about identity”

Both groups are coming to realize that:Identity and relationships are the two sides of the social networking coin

3

The Web 2.0 Perspective

Why now?

Web 2.0Network (Web) as platformConsuming and remixing data Architecture of participation

“Social Web”“Open Stack” (Chris Messina, David Recordon, Joseph Smarr)

4

Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop

= =

The Enterprise 2.0 Perspective

Why now?

Enterprise 2.0 (2006, McAfee)Social softwareEmergence mechanisms:• Patterns and structure inherent in people's interactions to become visible

Platform environments: • Contributions and interactions are globally visible and persistent over time

Social Network Sites (2007, boyd and Ellison)ProfileSocial graphAbility to view profiles and traverse connectionshttp://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

5

6Social Networking & Enterprise 2.0

Social Network Site (2008, Gotta)

ProfileSocial GraphSocial PresenceRelation ControlsParticipation Tools (Blogs, wikis, forums, tags, communities…)

Web Site Content & Applications

Infr

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rvic

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Social Networking

Services

Collaboration& ContentServices

Social Site Application Services

Social Network Site

• Social Graph analytics and correlation• Connection assessment

• including latent connections• Social role analysis• Community equity analysis• Sentiment analysis• Reputation analysis

• Widgets & services (incl. REST, JSON, OpenSocial, etc.)

Social Network Sites (Template)http://www.burtongroup.com/Client/Research/Document.aspx?cid=1482

7Consumerization Of (Enterprise) IT

Good News: Social Web Meets Social Enterprise

Enterprise 2.0 Social Network Site

Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop

Who Am I?

Who I Know?

What’s going on?

8Consumerization Of (Enterprise) IT

Gap: Social Web Standards Missing For Social Enterprise

Enterprise 2.0 Social Network Site

Source: The Open, Social Web Workshop http://www.slideshare.net/factoryjoe/the-open-social-web-workshop

9Profiles = Social Identities Or Identity?

Gap: Enterprise is focused on social network site & profiles

HR & Learning Management Systems

Approved Thirdy-party Systems

Identity Management Systems (e.g., Directory)

Project Management Systems

Integration & Synchronization

Services

Projects, hobbies, interests, communities, expertise…

Recommendations, testimonials, rankings…

Profile Repository

Collaboration & Content Management Systems

10Field Study: Enterprise Social Networking

Gap: The profile discussion is disconnected from identity• Why should employees create a profile?• How many profiles should employees have?• What attributes (and data) comprises a profile?• How much information should be shared? With whom?• How accurate are employee profiles over time? • What happens to the profile when employees leave?• What are the implications when “Social Web” profiles (identities)

are co-mingled with enterprise employee profiles (identities)?• Where’s the identity assurance?

• Lotus Notes and LinkedIn example• Microsoft Outlook, Xobni, and Facebook example

• What about social roles and social identities?• Social Network Site example

11Field Study: Enterprise Social Networking

• Profile (if clicked)• Social Graph• Activities

1212

• Profile• Social Graph• Conversations• Files Exchanged

1313

• Profile• Social Graph• Conversations• Files Exchanged

THE FUZZY FRONT-END OF ENTERPRISE IDENTITY?

Source: Booz Allen Hamilton

Social Roles / Social Identities• Community “Idea Person”• Forum “Answer Person”• Wiki “Gardener”

15Enterprise Social Networking & Identity

Gap: Lock-in Is Occurring Within The “Social Enterprise”

•Too much focus is on social network sites and employee profiles as if the enterprise was the only participant in managing identity•Enterprise organizations are adopting a “platform approach” in terms of technology enablement – vendors are as well:•Cisco, IBM, Microsoft, Oracle (multi-purpose enterprise platforms)• Jive, Telligent (focused on social platform)•Atlassian, NewsGator, Socialtext (moving towards platform model)•Open source options (Apache Project SocialSite, Elgg, Exo Platform…)

•Lock-in concerns for Web 2.0 can easily happen with Enterprise 2.0•Accrual of data•Owning of the namespace•Use of non-standard formats

16Gap: Social Networking & Identity

A recent Burton Group survey indicates strategic importance•The enterprise is no longer the only participant in managing employee identity •Social profiles, social graphs, and social applications enable employees to

construct identity facets to suit their own needs• IdM teams need to be closely involved with social networking initiatives• Identity management (IdM) systems need to better handle “social identity” claims

Source: Burton Group survey (6/15/2009, 551 respondents, 394 for this question).

The Cautionary Tale

Balancing benefits with proper controls

• Identity assurance in social media world (ex. CEOs twittering)•Racial and diversity profiling• Example: during the hiring process• Example: automatic profile updates when joining a community

•Security and risk management exposures• IP loss• Insider threats (befriend / defraud re: social network analysis)

•Building a “relationship” to a virtual identity•Manage the inevitable

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18

Dell Outlet: Employees Use Of External Social Sites

Twitter for business• Last December, the company

generated over $1 million inrevenue through @delloutlet byposting special offers and alsonurturing customer relationshipson Twitter. Today Dell reportedover $2 million in sales through its popular @delloutlet presence.@delloutlet currently boasts close to 625,000 followersseeking exclusive dealsavailable only on themicro community.

http://www.briansolis.com/2009/06/delloutlet-cultivates-2-million-on-twitter/

The Cautionary Tale: Dell

Is this really Dell?

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Aetna on Twitter … maybe?

The Cautionary Tale: Aetna

Is this really Aetna? Some people think so…

The Cautionary Tale

Social Network Analysis: In The Hands Of Everyone?

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Source: IBM

The Cautionary Tale

Social Network Analysis: In The Hands Of Everyone?

21

Source: SAP

22Use Case Scenarios

Structured Task Worker: Call Center Agent

Job Description:• Handle in-bound

calls• Assist customers• Escalate issues• Etc etc

Identity:• Name, Title, Contact Info• Department, Reporting Chain• Group Membership

Information• Etc etc

Personal:Interests, Hobbies, ExpertiseProfessional AssociationsExternal communities External social media

Employment History:• Prior organizations• Prior positions• Prior experiences

Community Equity:Reputation as being “opinionated”

Talent Management:Not a “star” employeeNot a “knowledge worker”Not on a promotional path

Enterprise Identity

Social View

HR Information

Management View

Mary Only

Refer to:http://mikeg.typepad.com/perceptions/2009/07/relationships-and-identity-two-sides-of-the-social-networking-coin.html http://mikeg.typepad.com/perceptions/2009/07/part-2---relationships-and-identity-two-sides-of-the-social-networking-coin.html

23Use Case Scenarios

“Corporate Facebook” Improves Mary’s “Social Identity”

Job Description:• Handle in-bound

calls• Assist customers• Escalate issues• Etc etc

Identity:• Name, Title, Contact Info• Department, Reporting Chain• Group Membership

Information• Etc etc

Personal:Interests, Hobbies, ExpertiseProfessional AssociationsExternal communities External social media

Mary’s (what she volunteers) Employment History now visible on her profile:• Prior organizations• Prior positions• Prior experiences

Community Equity:Reputation based on Profile indicates experienced subject matter expert

But peer reputation still swayed by perception of being “opinionated”

Talent Management:Not a “star” employeeNot a “knowledge worker”Not on a promotional path

Enterprise Identity

Social View

HR Information

Management View

Mary Only

24Use Case Scenarios

“Best Practices Wiki” & Social Roles:

History Page

Article Page Discussion Page

Edit/Create Page

Editor

Community

Contributors

RecordsManagement

Over Time

“WikiGardener”

25Use Case Scenarios

“Marketing Forum” & Social Roles:

Bi-directional Tie(replied to)

One-way Tie(no reply)

Forum post bymarketing employee

26Use Case Scenarios

“Product Development Forum” & Social Roles:

Bi-directional Tie(replied to)

One-way Tie(no reply)

Forum post byproduct strategy

employee

27Use Case Scenarios

“Community Equity” & Social Roles:

1. Mary’s blog entries grabthe attention of product

strategists

2. They tag posts in a variety of ways includingmarketing_ideas and marketing_issues

tag

tag

Mary’s Blog

3. Marketing leadershipsubscribes to those tagsand learn about Mary’sblog

4. Some in Marketingsubscribe directly toMary’s blog

5. Mary’s blog points to herProfile where they learn abouther expertise and participationin other communities, includingthe Marketing forum – perceptionof Mary changes

28Use Case Scenarios

Social Identity Augments Enterprise Identity

Job Description:• Handle in-bound

calls• Assist customers• Escalate issues• Etc etc

Identity:• Name, Title, Contact Info• Department, Reporting Chain• Group Membership

Information• Etc etc

Personal:Interests, Hobbies, ExpertiseProfessional AssociationsExternal communities External social media

Employment History:• Prior organizations• Prior positions• Prior experiences

Community Equity:Reputation based on Profile indicates experienced subject matter expert Peer reputation becomes muchmore positive based on Mary’sparticipation and contributions

Talent Management:A “star” employeeA “knowledge worker”On a promotional path

Enterprise Identity

Social View

HR Information

Management View

Mary Only