Business Use of Social Media and Impact on Enterprise Architects

Business use of Social Media and
Impact on Enterprise Architecture

7 Mar 2013
Architecture Community of Practice (ACoP)
Forum

ITIL SS thru EA.ppt © 2012 NUS. All Rights Reserved.
http://www.iss.nus.edu.sg/

My Organisation
 Institute of Systems Science
 www.iss.nus.edu.sg
 Part of National University of Singapore
 Support national IT competency development needs
 Faculty of practitioners from industry with average of
more that 15 years experience each
 Caters to working IT professionals
■ Post-Graduate Programmes
■ Executive Programmes
■ Consulting
■ Industry Research


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
Goh Boon Nam
issgbn@nus.edu.sg  Application Development
Chief, New Initiatives  IT Operations
Institute of Systems Science

 Consultancy for private and public sector
 Enterprise Architecture
 CMMI

ITIL® is a registered trade mark of the Cabinet Office
TOGAF is a registered trademark of The Open Group in the United States and other countries


Agenda
 Enterprise Architecture 101 Recap
 What actually is Social for Business Use?
 Can EA apply to Social for Business Use?


Enterprise Architecture 101 Recap


Enterprise Architecture
 To translate strategic business vision
into effective change
■ Masterplan developed by business users Business EA Effective
and IT Vision & Enterprise
• Future Business architecture (eg. Strategy Change
functions & processes)
• Future IT architecture (application,
data, technology)
■ Enterprise-wide, Strategic and Long-term
(3 to 5 years)
■ With Transition Plan and Implementation
Governance


■ Masterplan developed by business users
Business
and IT Business processes,
Architecture organization,
• Future Business architecture (eg. people
• Future IT architecture (application, Application Data
data, technology) Architecture Architecture
Services Data, information
■ Enterprise-wide, Strategic and Long-term
(3 to 5 years) Technology
Hardware,
■ With Transition Plan and Implementation software, Architecture
network
Governance


■ Masterplan developed by business users
and IT
• Future Business architecture (eg. Strategic
Pre-Project Project Post-Project

• Future IT architecture (application,

Level of Work
data, technology)
■ Enterprise-wide, Strategic and Long-term Project
Project
Management
Project –
Project
(3 to 5 years) Management
Project Mgt /
Management
■ With Transition Plan and Implementation Systems
Architecture
Governance Tactical
Do things well

Select right Ensure right things
things to do get done


Enterprise Architecture – Example

Adapted from:


Future Business Architecture –
Functions

Duplication Streamlined
in Functions Functions

New
Foreclosure Function/s
Source: http://portal.hud.gov/hudportal/documents/
huddoc?id=DOC_15169.pdf


Future Business Architecture –
Processes

Current Future Improved
Business Process Business Process


Application Architecture – Current

Wasteful duplicate
Redundancy applications
and Siloed for same
Applications process

applications
cover only a
process & not
whole function

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


Application Architecture –
Future Target

New
Application/s
or Module/s
Streamlined
Portfolio
of Foreclosure
Applications/ Module
Modules



Future Data Architecture

Streamlined
Portfolio of
Data Sources
-Consistent data
- “Single” source
of truth
&
New Data

Streamline New New New
Multiple Sources Source: http://portal.hud.gov/hudportal/documents/huddoc?id=DOC_13840.pdf


Future Technology Architecture –
Which Technologies to Use
Product HUD TRM
HUD TRM CATEGORY Parent Name
Version Status
SUN JAVA SYSTEM
Application Server Software 9 TF
APPLICATION SERVER
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
• Target Future (TF)
Asset Management Tools OPEN VIEW ASSET CENTER 2 TC • Pilot (P)
Business Intelligence MICROSTRATEGY 8.X TF • Target Current (TC)
• Maintain (M)
Business Intelligence CRYSTAL REPORTS 8.5 M • Obsolete (O)

Business Intelligence CRYSTAL REPORTS 8 O

etc..


Future Technology Architecture –
How Put Together

Streamlined
Technology
Architecture
(example)



Transition Planning


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


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


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?


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”


What actually is Social for Business
Use?


Use
 General Scenarios
 Sample of some uses
 Tools

ITIL SS thru EA.ppt © 2012 NUS. All Rights Reserved. 23

Business Use of Social –
Different Scenarios

Social Use
Transactional Objective
vs
Social Parties Involved

Manage
Engage • B2C / C2C
Work
Transact Social • B2B
• B2E / E2E
Crowd-
Sourcing


Use
 General Scenarios
 Sample of some uses
 Tools


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


Business Social Media Site / Property
 https://www.facebook.com/HUD
 https://www.facebook.com/flyscoot


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


Business Crowdsourcing

http://www.ideastorm.com/


Internal Business Use of Social


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


Use
 General Scenarios
 Sample of some uses
 Tools


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)


Social Media Mgt Tool
Spredfast, Salesforce Marketing Cloud, HootSuite, TweetDeck etc
1. Organise In-House 2. Publish Anywhere
Writers & Reviewers

3. Monitor Multi-Channels & Engage
5. Analytics & Reporting

4. Keep Complete Records

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


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


Crowdsourcing Mgt Platform
IdeaScale, Spigit etc

http://ideascale.com/


Recommendation Engines
(Collaborative Filter Type)
easyrec, PredictiveIntent etc

http://easyrec.org/recommendation-engine


Facebook API and Apps

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

Can EA apply to Social for Business
use?


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”


Social for Business can be Planned &
Cloud Apps can & need Governance

Eg. Social Media Strategy

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


It is Possible to Plan for Business
Processes to be Enhanced by Social
Examples: 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


Also Possible to Plan for Social Tasks

1. Organise In-House 2. Publish To Different 3. Monitor Multi-Channels & Engage
Writers & Reviewers Social Channels

5. Analyse & Report
4. Keep Complete Records

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


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 www.bpm4people.org
•Methodology
•Modeling languages (see next 3 slides)
•Reusable design patterns
•Forward engineering architecture
•Cases, cases, cases…


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

 Notation
Attribute value Icon

Comment Comment

Vote Vote

Invite + Invite

Rank Rank


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

 Social generation of metrics for quality
assessment of government offices (PA sector)

Public Metrics
Local government office

Supervisor

Calculate
Identify Collect and
Evaluate weighted
public review votes and
all metrics evaluation Publish
metrics Publish metrics comments result evaluation
to citizens result
Social Network

Citizens

Vote on public
metrics Comment


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

You can Plan for Key Social Data and
Their Usage
Facebook Objects
Album
Comment
 Where to find social data types? FriendList
 Clues: Message
Page
■ Social Platform API object types Photo
■ Social Analytics data Post
Status message
User
Video
etc…


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


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


For Further Information
Please refer to:

Or email Goh Boon Nam at:
issgbn@nus.edu.sg

For course on Social Media for Business:
http://www.iss.nus.edu.sg/ProfessionalCourses/Search
Course/CourseDetail/tabid/267/cid/146/cname/nicf-
enterprise-social-business-bootcamp-leveraging-social-
for-business-outcomes/Default.aspx

Q&A


The End


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