How does the proliferation of Social Networking tools, inside and outside the enterprise firewall, affect the world of traditional content controls such as Enterprise Content Management (ECM). [Presented in IBM's Information On Demand EMEA conference in May 2010] - Copyright IBM UK Ltd. 2010

1. Twitter, Facebook, Generation Y and Social
Media - how do they impact ECM?
George Parapadakis & Graham Hadingham
UKI ECM Value Advocates
Rome, May 2010

2. Agenda
• Introduction and definitions
• What is the market situation?
• What does it mean for your organisation?
• What does this mean for ECM?
• Summary

3. Introduction & Definitions

4. Web 2.0 & Enterprise 2.0
• The term Web 2.0 is commonly associated with web applications
which facilitate interactive information sharing, interoperability, user-
centred design and collaboration on the World Wide Web. Examples
of Web 2.0 include web-based communities, hosted services, web
applications, social-networking sites, video-sharing sites, wikis,
blogs, mashups and folksonomies.
Web 2.0 = Social interaction tools on the WWW
• In a report written for Association for Information and Image
Management (AIIM) Enterprise 2.0 is defined as "a system of web-
based technologies that provide rapid and agile collaboration,
information sharing, emergence and integration capabilities in the
extended enterprise" (Carl Frappaolo and Dan Keldsen)
E2.0 = Web 2.0 tools, used inside the enterprise

5. Social Media
Social computing is the combination of media and activity that is created
when user social engagement moves beyond simple consumption.
Social Media = A new method of personal AND commercial interaction
using social (Web 2.0 and E2.0) tools

6. 3 areas of Social Media : Public, Corporate,
Internal Corporate
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7. What is the market situation (1)
How important is it?

8. Social Media is becoming as popular as Email
• In Feb ‘09, time spent
on social media
communities reached
time spent on Email 1
• Global Active Reach:2
• Search: 86%
• Email: 65%
• Communities: 67%
• Video is growing at
the fastest rate
Source 1: Nielsen Netview, The Global Online Media Landscape, April 2009
Source 2: Nielson Online Global Index, Dec 2008. Global refers to AU, BR, CH, DE, ES, FR, IT, UK and
USA

9. How big an issue is it?
 Has over 350 Million users – would 75M Twitter accounts
be the worlds 4th largest country 80% of Twitter usage is from
 Around 175M users log in each day mobile devices
and 35M update their accounts
 3.5Billion pieces of content shared
on Facebook every week
 700,000 businesses now have a Linked in has over 50M
Facebook page members
80% of businesses look to
Linked in when recruiting
Is the worlds 2nd largest search engine and
contains over 100,000,000 videos

10. Is this relevant to business?
• There are more than 200,000,000 blogs – 34% of
bloggers make comments on brands & products
• 78% of consumers will trust peer recommendations
– Only 14% of consumers will trust advertising!
• It is absolutely relevant!

11. The Impact of Social Networking Tools
 It’s already here!
– Most IT companies use Twitter, Facebook etc for viral marketing
– YouTube reaches more IT decision makers than CNET (an IT focused site!)
– Replacing email as preferred mode of communication
» SameTime, Windows Live
– Informal dissemination of formal information!
– Most major players in the IT space have already invested heavily in E2.0 tools
 Changing the way we create and use information
– Not using formal metadata structure and taxonomies but folksonomies –
tagging, dogear
– Casual content creation and deletion – empowered users – producers and
consumers
– Sharing, searching,

12. What is the market situation (2)
A case in point: Social Media in IBM

13. IBM Social Media - Public
80+ accounts using “IBM” in the name
(25% from outside the US) – over 3,000 IBMers on Twitter
200+ IBM channels
39,000+ users, 500+ IBM groups
(65% outside the US)
378,000+ (*including Alumni)
166 communities, 200+ blogs,
5000+ profiles
75,000+
100,000 IBMers collaborating with
200,000 non-IBMers
Source : Maria Arbusto

14. IBM Social Media – Internal E2.0 tools
5,000 88,300
11,200
96,600
19,600 Quickr
591,583 profiles
57,800
(60% outside the US) Lotus Connections
(on Technology Adoption Program)
64,400 215,400
72,844
(33% outside US) 369,700
(57% outside the
US)
Source : Maria Arbusto
14

15. What is the impact for YOUR
organisation?

16. Social Media in Your Business?
• Who is using Social Media in your organisation?
– Marketing? Developers? Business Analysts? Traders?
– Are they aware of each other?
– Is the IT group and the ECM team aware of any of them?
– Do they understand that they are becoming “the voice of the
company”?
• What is communicated?
– Is there any monitoring or policy on what is communicated?
– Do you have any record of what was said by whom?
– Can you defend it to a court or regulator?
– Are you capturing & sharing the knowledge that is being
accumulated?

17. Social Media in Your Business?
• What about your competitors?
– How are they using Social Media?
– W hat are they saying about you?
– W hat insight can you gather about them?
• What about your customers?
– Are they using social networking?
– Do they expect to find you on Tweeter or Facebook?
– Do you know what are they saying about your company and
your products?
• How is this changing in the next 6-18 months?
– Do you have a strategy?

18. What is the impact for ECM?

19. Why are we looking at ECM for SM?
• All information exchanged on Social Media is
unstructured content!
– Therefore ECM is the right place to manage it
• SM tools provide new paradigms for interacting with ECM
• But… SM tools also challenge the traditional Information
Management controls

20. Impact of social media on ECM –
New paradigms
• Ease of use & familiarity
– Slick and intuitive nature of tools
– W e use these tools all the time at home
– Quicker to get things done
• Proximity & Intimacy
– Easier to build personal rapport with customers
– Content Analytics can provide trends and behaviour insight
– New marketing avenues
• E.g. ECM TweetJam
• Flexibility
– 24 x 7 availability: The permanently “on-line” society
– Use of the social media tools alongside corporate systems

21. Impact of social media on ECM –
Creating new issues
• Volume
– Higher information exchange volumes
– Higher frequency
– Multimedia (large) file sharing
– Multiple channels
• Control
– Blurring of personal/business use
– No policy enforcement – think DM on Twitter or Inbox on FB
– Often no policy, at all
– No records management
– Security Implications
– No longer IT controlled
• Timing
– “Y Generation” will expect the working environment to be like this
– 15-year olds will be your employees in 3-5 years from now

22. Social Media and ECM – Use Cases
• Collaborative authoring/review/approval (inside & outside firewall)-
ECM
– Does this go against the point of social media?
• Collaboration on Advanced Case Management and BPM
– Making businesses more flexible and agile
• Marketing - branding – broadcasting – news updates, etc. (tie with
W CM)
– E.g. ECM TweetJam - #iod2010, @iod2010, fb
• Content Analytics – Search & discovery
– IBM analytics can look not just internally but at web content etc.

23. Summary

24. Summary
• Social Media is not a fancy trend – It’s an established
new paradigm and it will be around for a while
• You need to build a strategy and policy on how your
organisation will manage and leverage these tools
effectively and consistency
• ECM is a key technology part in this strategy. Not only it
will be directly impacted, but it can also provide key
control components
• Social Media change is happening fast! This is not
something that you can afford to ignore

25. Thank You – Questions?
George.Parapadakis@uk.ibm.com
GHadingham@uk.ibm.com