Business use of Social Media and Impact on Enterprise Architecture

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ITIL SS thru EA.ppt

Business use of Social and

Impact on Enterprise Architecture

7 Mar 2013

Architecture Community of Practice (ACoP)

Forum




ITIL SS thru EA.ppt

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Institute of Systems Science

www.iss.nus.edu.sg

Part of National University of Singapore

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ITIL SS thru EA.ppt

About Myself

TOGAF® 9 Enterprise Architect, AIIM BPM Master

CGEIT, CITPM (Senior), COMIT, ITIL® Expert

Chartered IT Professional

20 years of IT management experience

Enterprise Architecture and Planning

Business Process Improvement

Application Development

IT Operations

Consultancy for private and public sector

Enterprise Architecture

CMMI

Goh Boon Nam

[email protected]

Chief, New Initiatives

Institute of Systems Science

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TOGAF is a registered trademark of The Open Group in the United States and other countries


mailto:[email protected]



ITIL SS thru EA.ppt

Agenda

Enterprise Architecture 101 Recap

What actually is Social for Business Use?

Can EA apply to Social for Business Use?




ITIL SS thru EA.ppt

Enterprise Architecture 101 Recap




ITIL SS thru EA.ppt


To translate strategic business vision

into effective change

■ Masterplan developed by business users

and IT

• Future Business architecture (eg.

functions & processes)

• Future IT architecture (application,

data, technology)

■ Enterprise-wide, Strategic and Long-term

(3 to 5 years)

■ With Transition Plan and Implementation

Governance

BusinessVision &Strategy

Effective EnterpriseChange

EA




ITIL SS thru EA.ppt





and IT




data, technology)


(3 to 5 years)


Governance

TechnologyArchitecture

Hardware, software, network

Application Architecture

Services

DataArchitecture

Data, information

Business Architecture

Business processes, organization, people




ITIL SS thru EA.ppt





and IT




data, technology)


(3 to 5 years)


Governance

Le

ve

l of

Wo

rk

StrategicPre-Project Project Post-Project

Tactical


Select right

things to do

Do things well

Ensure right things

get done

Project

ManagementProject

ManagementProject

Management

Project –

Project Mgt /

Systems

Architecture




ITIL SS thru EA.ppt

Enterprise Architecture – Example

Adapted from:




ITIL SS thru EA.ppt

Future Business Architecture –

Functions

Source: http://portal.hud.gov/hudportal/documents/

huddoc?id=DOC_15169.pdf

Duplication

in Functions

Streamlined

Functions

Foreclosure New

Function/s




ITIL SS thru EA.ppt

Future Business Architecture –

Processes

Current

Business Process

Future Improved

Business Process




ITIL SS thru EA.ppt

Application Architecture – Current

Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13845.pdf Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13845.pdf

Wasteful

Redundancy

and Siloed

Applications

duplicate

applications

for same

process

applications

cover only a

process & not

whole function




ITIL SS thru EA.ppt

Application Architecture –

Future Target

Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13845.pdf

Streamlined

Portfolio

of

Applications/

Modules

Foreclosure

Module

New

Application/s

or Module/s




ITIL SS thru EA.ppt

Future Data Architecture

Streamlined

Portfolio of

Data Sources

-Consistent data

- “Single” source

of truth

&

New Data


New New New Streamline

Multiple Sources




ITIL SS thru EA.ppt

Future Technology Architecture –

Which Technologies to Use

• Target Future (TF)

• Pilot (P)

• Target Current (TC)

• Maintain (M)

• Obsolete (O)

HUD TRM CATEGORY Parent Name Product

Version HUD TRM

Status

Application Server Software SUN JAVA SYSTEM

APPLICATION SERVER 9 TF

Application Server Software SUNONE APPLICATION SERVER 8.2 TC

Application Server Software SUNONE APPLICATION SERVER 7 M

Application Server Software SUNONE APPLICATION SERVER 6.5 O

Asset Management Tools OPEN VIEW ASSET CENTER 5 TF

Asset Management Tools OPEN VIEW ASSET CENTER 2 TC

Business Intelligence MICROSTRATEGY 8.X TF

Business Intelligence CRYSTAL REPORTS 8.5 M

Business Intelligence CRYSTAL REPORTS 8 O

etc..





ITIL SS thru EA.ppt


Streamlined

Technology

Architecture

(example)

Future Technology Architecture –

How Put Together




ITIL SS thru EA.ppt

Transition Planning Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13840.pdf




ITIL SS thru EA.ppt

Implementation Governance

Source: http://portal.hud.gov/hudportal/documents/huddoc?id=eatpv6.pdf

• Controlling the points where

new processes and IT may

get introduced

• Approval of New project

proposals

• Approval of Design of

new processes / systems

• Approval of Acquisitions

• Monitoring effectiveness of

the projects arising from the

EA plan

• Post-Implementation

Reviews




ITIL SS thru EA.ppt

EA 101 - Summary

Plan the organisation’s future

■ Process

■ Applications

■ Data

■ Technology

Plan the transition to the future

Govern the implementation

Monitor for need to plan again




ITIL SS thru EA.ppt

EA – Transactional vs Social /

Collaborative

EA caters well to

■ Transactional business processes

■ Transactional business applications

■ Structured data arising from above

■ Technology to support the above

How well does it cater to social

/collaborative?




ITIL SS thru EA.ppt

Perceptions of Social in relation to EA

Perception - EA does not apply or cater well to Social for Business use due to

■ Content dependent on the participants

• “Social can’t be planned – it happens”

■ Collaborative/social business process (vs Transactional)

• “Social processes are fuzzy and can’t be defined / planned”

■ Free Cloud Applications

• “We can’t own or manage it”

• “We can’t control staff/depts from using it”

• “There is no technology to own or manage”

■ Data that are Unstructured (vs Structured Data)

• “EA does not cater to unstructured data”




ITIL SS thru EA.ppt

What actually is Social for Business

Use?




ITIL SS thru EA.ppt


Use

General Scenarios

Sample of some uses

Tools

23




ITIL SS thru EA.ppt

Business Use of Social –

Different Scenarios

Transact Social

Transactional

vs

Social

Social Use

Objective

Engage Manage

Work

Crowd-

Sourcing

Parties Involved

•B2C / C2C

•B2B

•B2E / E2E




ITIL SS thru EA.ppt


Use

General Scenarios

Sample of some uses

Tools

25




ITIL SS thru EA.ppt

Business Use of Social –

Sampling of Some Uses

Business Social Media Site/Property

General Community Pages in Business

Website

Business Crowdsourcing

Internal Business use of Social

Hybrid Transactional-Social Business

Webpage




ITIL SS thru EA.ppt

Business Social Media Site / Property

https://www.facebook.com/HUD

https://www.facebook.com/flyscoot


https://www.facebook.com/HUD





ITIL SS thru EA.ppt

Community Pages in Business

Website element14 is a high-service distributor of technology products and solutions for

electronic system design, maintenance and repair.

Source: http://www.element14.com/community/threads?ICID=discussions_subnav#/?page=6


http://www.element14.com/community/threads?ICID=discussions_subnav



ITIL SS thru EA.ppt

Business Crowdsourcing

http://www.ideastorm.com/


http://www.ideastorm.com/



ITIL SS thru EA.ppt

Internal Business Use of Social




ITIL SS thru EA.ppt

Hybrid Transactional-Social Business

Webpage Source: http://www.amazon.com/All-New-Square-Foot-

Gardening/dp/1591862027/ref=sr_1_2?s=books&ie=UTF8&qid=1361869448&sr=1-2&keywords=square+foot+gardening


http://www.amazon.com/All-New-Square-Foot-Gardening/dp/1591862027/ref=sr_1_2?s=books&ie=UTF8&qid=1361869448&sr=1-2&keywords=square+foot+gardening













ITIL SS thru EA.ppt


Use

General Scenarios

Sample of some uses

Tools

32




ITIL SS thru EA.ppt

Sampling of Supporting Tools

Social Media Management Tools

Social Plug-Ins/Portlets to Company Web

Pages

Crowdsourcing Management Platforms

Recommendation Engines (Collaborative

Filtering type)

Social Media Platform APIs (eg. Facebook

APIs)




ITIL SS thru EA.ppt

Social Media Mgt Tool

1. Organise In-House

Writers & Reviewers

2. Publish Anywhere

3. Monitor Multi-Channels & Engage

4. Keep Complete Records

5. Analytics & Reporting

Spredfast, Salesforce Marketing Cloud, HootSuite, TweetDeck etc

http://www.spredfast.com/product/


http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Approval-Teams-Flexibility.jpg

http://www.spredfast.com/wp-content/uploads/2012/05/Publishing-page.jpg

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Social-Inbox.jpg

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-System-of-Record.jpg

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Tactical-Care-Response.jpg




ITIL SS thru EA.ppt

Social Plug-Ins/Portlets to Company

Web Pages

WordPress, Disqus, Portal Software (eg. IBM Customer

Experience Suite etc)

http://www-10.lotus.com/ldd/insidelotusblog.nsf/dx/ogs-demos-part-3













ITIL SS thru EA.ppt

Crowdsourcing Mgt Platform

IdeaScale, Spigit etc

http://ideascale.com/


http://ideascale.com/



ITIL SS thru EA.ppt

Recommendation Engines

(Collaborative Filter Type)

http://easyrec.org/recommendation-engine

easyrec, PredictiveIntent etc







ITIL SS thru EA.ppt

Facebook API and Apps

http://developers.facebook.com/docs/concepts/opengraph/overview/


http://developers.facebook.com/docs/concepts/opengraph/overview/



ITIL SS thru EA.ppt

Can EA apply to Social for Business

use?




ITIL SS thru EA.ppt

Perceptions of Social in relation to EA

Perception - EA does not apply or cater well to Social for Business use due to

■ Content dependent on the participant

• “Social can’t be planned – it happens”

■ Collaborative/social business process (vs Transactional)

• “Social processes are fuzzy and can’t be defined / planned”

■ Free Cloud Applications

• “We can’t own or manage it”

• “We can’t control staff/depts from using it”

• “There is no technology to own or manage”

■ Data that are Unstructured (vs Structured Data)

• “EA does not cater to unstructured data”




ITIL SS thru EA.ppt

Social for Business can be Planned &

Cloud Apps can & need Governance

https://marketing.purdue.edu/Toolkit/SocialMedia/SocialMedia_Strategy_Template.pdf

Eg. Social Media Strategy


https://marketing.purdue.edu/Toolkit/SocialMedia/SocialMedia_Strategy_Template.pdf



ITIL SS thru EA.ppt

It is Possible to Plan for Business

Processes to be Enhanced by Social

From 1-way advertising

to 2-way conversation

From Company Helpdesk

to Customer Self-Support

From internal R&D

to crowdsourcing

From conventional work mgt

to collaborative management

From passive order taking

to active selling

Examples:




ITIL SS thru EA.ppt

Also Possible to Plan for Social Tasks

1. Organise In-House

Writers & Reviewers

2. Publish To Different

Social Channels

3. Monitor Multi-Channels & Engage

4. Keep Complete Records


5. Analyse & Report


http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Approval-Teams-Flexibility.jpg

http://www.spredfast.com/wp-content/uploads/2012/05/Publishing-page.jpg

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Social-Inbox.jpg

http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-System-of-Record.jpg


http://www.spredfast.com/wp-content/uploads/2012/05/Spredfast-Tactical-Care-Response.jpg



ITIL SS thru EA.ppt

EA Business Architecture Techniques

Being Enhanced for Social Tasks

Recognition that EA business models need to

cater for social processes / tasks

• EU Funded Project, 2 years

• 4 SMEs + 2 Universities

• Main deliverables •Methodology

•Modeling languages (see next 3 slides)

•Reusable design patterns

•Forward engineering architecture

•Cases, cases, cases…

www.bpm4people.org


http://www.bpm4people.org/



ITIL SS thru EA.ppt

Notation

Social Task Types

Attribute value Icon

Comment

Vote

Invite

Rank

Comment

Vote

Invite

+

Rank

http://www.slideshare.net/mbrambil/bpmn-workshop-2011-a-bpmnbased-notation-for-socialbpm



















ITIL SS thru EA.ppt

Social generation of metrics for quality

assessment of government offices (PA sector)

A simple example L

oca

l g

ove

rnm

en

t o

ffic

e

Evaluate

all metrics

Su

pe

rvis

or

Identify

public

metrics

So

cia

l N

etw

ork

Citiz

en

s

Public Metrics

Calculate

weighted

evaluation

resultPublish metrics

to citizens

Comment

Vote on public

metrics

Collect and

review votes and

commentsPublish

evaluation

result




















ITIL SS thru EA.ppt

You can Plan for Applications to

Support the Social-Enabled Processes

Examples:

•Company satellite Social site

•Community module in Company website

•Crowdsourcing Application

•Work Collaboration Application

•Enhanced e-Commerce Module incorporating Customer

Recommendations

•Social Media Management Application

Can also plan transition plan for above – example:

•Possible Social Media Management Application transition could be

• Start with free tools like HootSuite and Facebook Insights

• Later transition to paid tools like Spredfast




ITIL SS thru EA.ppt

You can Plan for Key Social Data and

Their Usage

Where to find social data types?

Clues:

■ Social Platform API object types

■ Social Analytics data

Facebook Objects

Album

Comment

FriendList

Message

Page

Photo

Post

Status message

User

Video

etc…


http://developers.facebook.com/docs/reference/api/album/

http://developers.facebook.com/docs/reference/api/Comment/

http://developers.facebook.com/docs/reference/api/FriendList/

http://developers.facebook.com/docs/reference/api/message/

http://developers.facebook.com/docs/reference/api/page/

http://developers.facebook.com/docs/reference/api/photo/

http://developers.facebook.com/docs/reference/api/post/

http://developers.facebook.com/docs/reference/api/status/

http://developers.facebook.com/docs/reference/api/user/

http://developers.facebook.com/docs/reference/api/video/



ITIL SS thru EA.ppt

You can Select & Plan Suitable

Technologies Examples

■ Social Platforms • Eg. Facebook, Twitter

■ Social Media Management Tools • Eg. Hootsuite, Spredfast

■ Work Collaboration Tools • Eg. Google Docs, Sharepoint, IBM Connections

■ Social Plug-Ins for Website • Eg. WordPress, Disqus, Portal Software (eg. IBM Customer

Experience Suite etc)

■ Application Programming Interface • Eg. Facebook API

■ Recommendation Engine • Eg. easyrec, PredictiveIntent




ITIL SS thru EA.ppt

Summary – EA can and should apply

to Social for Business Use

Planning the organisation’s future social

■ Processes

■ Applications

■ Data

■ Technologies

Transition Planning

Implementation Governance

Monitor for need to plan again




ITIL SS thru EA.ppt

For Further Information

Please refer to:


Or email Goh Boon Nam at:

[email protected]

51



mailto:[email protected]



ITIL SS thru EA.ppt

Q & A

52




ITIL SS thru EA.ppt

The End

53


Business use of Social Media and Impact on Enterprise Architecture

Technology

tools itil ss

collaborative social business process

future business architecture

future technology architecture

itil ss

ea perception

enterprise architecture

structured data