How will social media and other new technologies impact our industry the next 5-10 years?

How will social media and other new technologies impact our industry the next 5-10 years?

Atle SkjekkelandVice President, AIIM

Pictures courtesy of John Newton, Alfresco

The History of ECM- EierlegendeWollMilchSau

Image source = http://www.customercentricthinking.com

• Document Management

• Records Management

• Web Content Management

• Workflow• Document-Centric

Collaboration

A Short History of ECM – The Early Days

Solutions expensive and complicated.

Adoption driven by the business.

Use case, not ROI critical.

Ease of use doesn’t matter.

Adoption departmental in large organizations.

ECM in the Past Decade Web technologies.

Explosion of risk concerns.

User frustration with cost and complexity.

Entry of SharePoint.

Rise of Saas and Open Source options.

Building out our core Systems of Record

Command and control

Systems of Record

Transaction-oriented

Data-centric

User learns system

Security is key issue

Source = AIIM and TCG Advisors

What’s wrong with enterprise IT?

You Say You Want a Revolution

Enterprise ITOn Hold

Consumer ITOn Fire


Access• Infinite content, no

barriers to entry, no barriers to exit

• Communications are any-to-many-to-one

• Social networks, blogs, Skype, Twitter


Broadband• Pictures and video

are the killer apps• Newspapers and

magazines are toast

• TV and radio are being reengineered even as we speak


Mobile• PC for the

emerging markets

• iPhone sets the bar in mature markets

• Texting, camera, location-based services


Web 2.0 has stimulated Creativity and the Right-side of the Brain

Future

People

Connections

Spatial

Artistic

Conceptual

Mobile

Source: John Newton, Alfresco

“You will lose control – Get used to it!” JP Rangaswami – CTO, BT at Enterprise 2.0

IT Users

Inside the Enterprise Outside the Firewall

Good Heavens!Put that Tweet in a System of Record!

Chill Seymour!We don’t need

you anyway!


The New Shape of the Internet

Sources: Wired – Aug 2010 / Cisco estimates based on CAIDA publications, Andrew Odlyzko

Source = IBM Worldwide Survey of 1,500 CEOs, 2010

The CEO Perspective

New Business Priorities

Reinvent customer relationships

Cluetrain Manifesto 1999:Markets are conversations.

Why should you care?

BECAUSE 57% FEEL BETTER SERVED BY COMPANIES THAT CONNECT WITH THEM VIA SOCIAL MEDIA.

Source: 2008 Cone Business in Social Media Study

Build Operational Dexterity

“The knowledge worker now owns the means of production”- Peter Drucker

“Why is it that I know more about what my High School girlfriend had for dinner than what is going on in my organization?”Tony Zingale,

CEO Jive

18-30

31-45

>45

“I expect to use the same type of networking tools with my business colleagues as I do with my friends and family.”

47%

37%

31%

Source: AIIM

“I believe that the ‘wisdom of the crowds’ improves information quality ”

57%

49%

33%

18-30

31-45

>45

Source: AIIM

1964Age 46

1984Age 26

1948Age 62

These guys are retiring These are the new workers

These are making the purchasing decisions

Email Generation

Facebook Generation


Demographics is destiny.

The Empowered EraRole Before the empowered era New opportunities

CEO Optimize customer sales and expenses; manage top-down organizational structures

Encourage direct engagement with customers; promote cross-organizational collaboration

Communications Use email, Web, print and social channels for outbound communication

Use video and social channels to promote interactive communications

Customer service Serve customers at the lowest possible cost

Engage customer directly using social and mobile technologies

HR Use teacher-based classroom or online training

Harness video and social technology for peer-led learning and development

Marketing Treat customers as a target population to be reached and influenced

Harness empowered customers as a marketing channel that influences others

Sales Use traditional channels to speak directly with customers

Use mobile and social technologies to speak directly with customers

Source: Forrester

Market SegmentationSocial Software in the Workplace

(Your people, your place)

Externally Facing Social Software (“White-label”)

(Your people, other people, your place)

Public Social Media (Branded)

(your people, other people, their place)

Data, user experience and governance controlled by the enterprise; private; white-label

Data, user experience and governance may be controlled by others; pre-branded

Assisting with: connecting, marketing, selling, servicing, crowdsourcing, recruiting, training, producing, communicating

BlogtronixEMCeTouchGoogleNewsGatorNovellSocialTextThoughtFarmerTwikiYammer….

AtlassianblueKiwiDrupalIBMJiveLeverageMicrosoftMindTouchMzingaOpenTextTeligent……

AwarenessCommunispaceCrowdFactoryFluxIntroNetworksKickappsLithiumLiveWorldNeighborhood AmericaONEsitePluckSparta Social NetworksThe Port Network…..

BloggerFacebookLinkedInMySpaceTwitterYouTube…..

Ning

Source: Gartner

AIIM Stairway to Heaven- Reinventing Customer Relationships

1. Digital Media Outreach

2. Multi-channel Interactions to Enhance Ease of Use

3. Social Media Engagement - More Dialogues & Insights

4. SOE / SOR Integration for Enhanced Experience

5. Metadata Enablement to Improve Hit Rate on Offers


AIIM Stairway to Heaven- Building Operating Dexterity

1. Improve Employee Productivity

2. Address Complex Issues Collaboratively

3. Keep Collaborators Connected For Faster Decision Making

4. Mine Community Content to Extract Insights

5. Pre-fetch Information for Faster Time to Resolution


• Evolution: The View from the IT Organization– Continuation of last

decade’s trend lines– Focus is on Systems

of Record – Significant issues

around mission-critical risk


• Revolution: The View from End User Community– New social contract for

communication, collaboration, content

– Focus is on Systems of Engagement

– Ratified by consumer IT, violated by enterprise IT

– Radically discontinuous with current infrastructure & policies


Systems of Engagement

Command and control

Systems of Record Systems of Engagement

Transaction-oriented

Data-centric

User learns system

Security is key issue

Interaction-oriented

User-centric

System learns user

Privacy is key issue

Collaborative


Content Management Evolves


Old Paradigm• Documents• Centralized• Slow to retrieve• Table of Contents• Archived• Security• Curator evaluated

New Paradigm• Video, images, messages• Dispersed• Instantaneously present• Crawled• Search indices• Transient• Privacy • User evaluated

Systems of Record meet Systems of Engagement

•Contract entitlements•Account

information, interaction history, purchasing pattern• Subject Matter

Experts profiles & contributions

•Private and public communities•Virtual forums

for collaboration of experts•User-generated

content

•Metadata collection & retention•Algorithms, analytics

•Privacy policy

• Security, rights, authentication

•Content creation & mgmt policies


Stairway of Investments

Taxonomy

Retrieval & Relevance

Standardize on taxonomy for social content, including content types and community types

Policies & Guidelines

Create policies and guidelines for management of social content, including access, usage, and retention

Security Develop security sub-systems specific to the needs of social content and SOEs

StorageDevelop storage sub-systems to meet the specific needs of social content, including metadata, tagging, and retention

Extend enterprise search & retrieval functions to incorporate social content, including video


A New Set of Requirements…leverage consumer applications proven to augment existing work processes

specifically targeted to business requirements and opportunitiesaccess with only a browser and an internet connection

no reliance on proprietary systems or technologydevelopment based on open industry standards

built upon a semantic web frameworkembraces and enables BYOC modelno operating system dependencyprovides web service capabilitiestuned options for mobile devices

no browser dependencyno net cost increaseno desktop footprint

100% cloud ready

http://wordofpie.com/2010/03/04/some-outright-cool-stuff/

Evolution of US Federal Technology

Next step?Qusestions• How to quickly

implement social business systems?

• How do do so responsibly?

• How to do so in a way that achieves a business purpose?

Source = AIIM and Headshift

Answers• Make the most of

Information Professionals

• Encourage pioneers• Support 2nd wave of

adopters• Use the Web as your

innovation lab

Contact AIIM to schedule a 1 daySystem of Engagement briefing

• The briefing will explain the AIIM roadmaps in more detail, but also lead a discussions about what this means for your organization, necessary changes, and next steps.

• Learn how your organization can use IT in a new way to improve customer relationships and operational effectiveness.

• Agenda– Objectives– Enterprise Computing 2010-2020– Improving your competitive advantage– System of Records meet System of Engagements– Stairway to heaven for customer conversions– Stairway to heaven for operational productivity– Stairways of investments– Next step

Email: [email protected]

Thank You!Atle Skjekkeland, Vice President, AIIM

Connect@

[email protected]

twitter.com/Skjekkeland

www.facebook.com/skjekkeland

How will social media and other new technologies impact our industry the next 5-10 years?

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