From Software … to Social Software

How Enterprise Social Graphs Can Transform Enterprise Applications

Kapil Gupta

Social Media & Web Analytics Innovation 2013

© 2013 JPMorgan Chase & Co.

All rights reserved. Confidential and proprietary to JPMorgan Chase & Co.

Outline

!   Business & Technology context

!   Social Graphs

!   Implications for the Enterprise

!   5 Steps on the road to transforming Enterprise Applications

We’ve come a long way since the early days of the internet, which

thrived on anonymity Marketing (online and offline) can be tailored to individuals with

precision

Ad Targeting is just the tip of the

iceberg: better insight into a person’s

preferences &

social context can help almost every functional

area in an organization

Marketing to the Customer Decision Journey: identifying influencers; empowering advocates; predicting customer behavior

Improving web experience and goal attainment: product discovery, user communities

Hiring: social referrals, evaluation

Talent management: identifying “connectors”, leaders, etc

Business development: employee alumni in other companies; new hires from potential clients & competitors

Org charts of clients, competitors

Even though this is a space that

did not exist

just 10 years ago,

the industry landscape has

evolved quickly

the Social

Economy

is growing

faster than

expected

Cloud Computing @

Scale

Big Data Analytics

Mobile &

IoT

Growth in

“Social” is

fueled by

a broader

set of tech

trends

CEO, CMO and CIO priorities have seen a confluence, with a focus on:

engagement connections collaboration

… all of which are in the sweet spot for Social

Social Graphs and Social Network Analysis are the architectural foundations for the use of Social technologies

Graphs represents Connections and

Relationships as structured data

Public social networks –

Facebook, Twitter, Linkedin –

are built on

social graphs and

interest graphs

Social graphs represent connections between

people who know each other

Interest graphs represent

connections between people with common

interests

Image source: http://en.wikipedia.org/wiki/File:Interest_Graph_vs_Social_Graph_by_Socialize.png

On social networks, use of these graphs has evolved to include

objects in addition to

people and

interests when someone “Likes” an object, they are implicitly – and instantly – connected with everyone else who “Likes” the object

most social networks started as

social graphs OR interest graphs

and have now started gravitating

to the space between those extremes

Beyond the rich graph visualizations,

its really all about data -

real insights are obtained through

social network analysis

via study of the underlying data

Source: digitaltoronto.com

Social data can drive insights &

recommendations that provoke the

desired interaction

Recommendation engines are now a core feature in many social networks:

friends to connect with, places to visit, movies to see, and so on

These recommendations are driven through a combination of context, social graph data, and analytics

This is the promise of Social Software aka Social-enabled software aka Social-aware software:

Software that can use information about (and from) your social connections to enable discovery, and promote outcomes

Enabling social collaboration

is one of the most promising use cases for social graphs within the

enterprise

a frequent challenge in such systems is the difficulty of finding the most

relevant content

Photo by Flickr user giladr, licensed under Creative Commons, Attribution 2.0 Generic

One way to address this problem is

by re-orienting the interface to be

designed around people

The use of social graphs to find the

most relevant information

can be applied to applications

across the enterprise

… but requires a set of

infrastructure components

to support it

The rapid rise and adoption of Social Media has also led to a disconnect between

social interactions and

business interactions

Enterprise Social Graphs can bridge

the gap between

Systems of Engagement

and

Systems of Record

Each social network has its own graph;

Just like them, every Enterprise has a

unique Social graph

… and

unique interest graphs

Enterprise

Employees Partners

Suppliers Clients

Internal Communities

Company Org Chart

Email Interactions

Collaboration Tools

Business Processes

Internal Relationships

External Relationships

Data sources for Enterprise Graphs

Business Relations

Social platforms

Customer transactions

Supplier portals

Retail partners

5 steps on the road to transforming Enterprise Applications

Start with your internal &

external interactions and

transactions

1

Understand implications for

application design,

and the software stack 2

create your own graph, and expose the data for consumption

3

Customize user interface for types of interactions desired

4

Look for places where user interaction

can be aided by

Discovery

Collaboration Leverage activity streams Don’t ignore privacy; don’t forget analytics

avoid the trap of creating social-driven interactions that exist in isolation improve existing interactions: Make Social a layer, not a feature

5