The Social Business Roadmap: From Business Needs to Information Governance

Jesse Wilkins, CIP, CRMAIIM International

February 14, 2012

2

Era

Years

Typical thing

managed

Best known

company

Content mgmt focus

Mainframe

1960-1975

A batch trans

IBM

Microfilm

Mini

1975-1992

A dept process

Digital Equipme

nt

Image Mgmt

PC

1992-2001

A documen

t

Microsoft

Document Mgmt

Internet

2001-2009

A web page

Google

Content Mgmt

Social and Cloud

2010-2015

An interactio

n

Facebook

Social Business Systems

Systems of Record

Systems of Engagement

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Consideration Systems of Record Systems of Engagement

Focus Transactions Interactions

Governance Command & Control Collaboration

Core Elements Facts & Commitments Ideas & Nuances

Value Single Source of Truth Discovery & Dialog

Standard Accurate & Complete Immediate & Accessible

Content Authored Communal

Primary Record Type Documents Conversations

Searchability Easy Hard

Usability User is trained User “knows”

Accessibility Regulated & Contained Ad Hoc & Open

Retention Permanent Transient

Policy Focus Security (Protect Assets) Privacy (Protect Users)

4

The social business roadmap

5

Describes steps to implement social business

NOT necessarily linear Will vary substantially

between organizations

The social business roadmap

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Not a step in the roadmap, but necessary precursor to successful social business initiatives◦ Transparency◦ Trust◦ Technology

Empowerment

7

◦ Requires that the organization move from a culture of knowledge hoarding to one of knowledge sharing.

Transparency

8

Requires that the organization trust its users to do what is right, while supporting them with the training and governance required for them to be accountable for that trust.

Trust

9

Requires willingness to allow employees to experiment with new tools and processes, trusting that they will not abuse them and permitting them to “fail fast.”

Technology

10

Follow the yellow brick roadmap

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Experimental use of technologies “Under the radar” Proof of concept

Emergence

12

Formalization of approach Social business assessment Planning and project management Internal marketing and communication Social business team Organization-specific

roadmap

Strategy

13

Identify desired capabilities and deployment options

Procure and implement tools Develop and deliver

training and support Build integration

Development

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Source: Govloop.com

Development

15

Development

16

Listen to conversations before jumping into them

Look for tone and sentiment Watch for complaints Set up queries and alerts Empower community

managers

Monitoring

17

Monitoring

18

Monitoring

19

Seed content into tools Use the tools! Consistent messaging across tools Be patient

Participation

20

Participation

21

Move from listening and broadcasting to engagement

Plan for engagement Authenticity and personality key

Engagement

22

Engagement

23

Official response to third-party sites

24

Policies and guidelines Restrictions on tools and content Internal monitoring Records management Legal issues

Governance

25

Governance

26

Governance

27

Governance

28

Encourage uptake of the tools Monitor efficacy of tools Measure and analyze tools and processes Identify changes to tools

and new tools

Optimization

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Records, meet engagement.

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Is the information unique and not available anywhere else?

Is the tool being used in relation to an organization’s work?

Is there a business need for the information?

Does it document a transaction or decision?

Do you need it?

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Check the service level agreement

32

Blog post◦ Comments?◦ Updates?

Individual Tweet◦ Links and shortened URLS?

Wiki article◦ The article?◦ Its changes over time?

It depends….

What’s the record?

Prepare for production

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Address in policies

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Save content locally Commercial and hosted sites store

information outside the firewall◦ Little control over how it is stored◦ Little control over how long it is stored◦ Geographic and jurisdictional issues

First step is to save content locally

35Take a screenshot of content

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Archive selected items locally◦Use search queries and monitoring

Records management in brief

Store selected items locally using search queries or RSS

37

Use the native backup to store locally

Store locally using built-in tools

38

Use a third-party service to store locally

Store locally using third-party service

39

Store locally using API

Store locally using APIs

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Use Word or Notepad to draft content updates and save *that*

Draft content locally

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Implement enterprise versions

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Implement a compliance solution

• And many others

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Questions?

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Jesse Wilkins, CIP, CRMDirector, Research and DevelopmentAIIM International

+1 (303) 574-0749 directjwilkins@aiim.org

http://www.twitter.com/jessewilkins http://www.linkedin.com/in/jessewilkinshttp://www.facebook.com/jessewilkinshttp://www.slideshare.net/jessewilkins

For more information

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2-day instructor-led or online course Includes:

◦ Specific governance elements for Facebook, Twitter, other social business tools

◦ Commercial vs. enterprise social technologies◦ Capturing and managing social content

http://www.aiim.org/Training/Essential%20Training/Social-Media/Course%20Descriptions

AIIM SM Governance Training

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Access/ Use

Capture/Manage

Collaborate/Deliver

Secure/Preserve

Architecture/Systems

Plan/Implement

Enterprise search, Business intelligence, Master data management, Text analytics

Information capture, BPM, KM, Email management, Content management

Collaboration, Social media, Info workplace, IM, Telecommuting support, Web conferencing

Security, RM, Data privacy, DRM, Archiving, eDiscovery

Info architecture, Technical architecture, Cloud computing, Mobile apps, Websites and portals

Strategic planning, Building business case, Impl planning, Req def, Solution design, Change mgmt

PROFESSIONAL CERTIFICATION covering the broad based body of knowledge that every information professional needs to understand.

www.aiim.org/certification